Customer Acquisition Strategy: How To Attract More First-Time Buyers (2023)

Every brand’s growth depends on its ability to attract new customers and drive sales from existing customers.

Attracting more first-time buyers requires a customer acquisition strategy that accounts for shifts in consumer behaviorand the need for an omnichannel presence to continually engage those customers using Google, Facebook, and Amazon advertising.

Here’s a brief look at what customer acquisition is, and how today’s successful wave of digital brands leverage advertising to attract a steady stream of new customers.

Successful brands have a strong understanding of what uniquely attracts new customers to each channel and that all of these channels work together to drive overall customer acquisition for the brand.

Customer Acquisition Strategy: How To Attract More First-Time Buyers (1)

-Jostin Munar, Senior Manager of Retail Search at CPC Strategy

What is Customer Acquisition?

Customer acquisition is the ability of a business to attract first-time buyers.

The good news is that although today’s digital landscape is more complex than ever, there are more advertising tools than ever that empower your brand to reach customers on today’s digital platforms.

Customer Acquisition Strategy: How To Attract More First-Time Buyers (2)

Whether it’s Facebook prospecting, owning high traffic keywords on the Google SERP, or carving out your space on Amazon’s marketplace — there are many channels for businesses to leverage to reach new customers.

There is no one-size-fits-all solution, but there is a marketing funnel that all businesses use as a foundation for customer acquisition strategy.

Attract Customers With An Idea, Not A Product

Ever heard of the marketing adage, “People buy better versions of themselves, not products?”

It’s true — and it’s reason why people will pay $40 for a water bottle that has the same functionality of a $10 water bottle.

Let’s take Strong Water Bottle Co (yes, it’s a fictional brand).

They don’t just sell water bottles. They sell a lifestyle.

Their message appeals to our better instincts of wanting to be an adventurer. To get out. Be healthy. Stay hydrated. You get the idea.

Customer Acquisition Strategy: How To Attract More First-Time Buyers (3)

Source: Polar Bottle

(Video) Customer Acquisition & Retention | Episode 2

Like many other fast-growing digital brands, SWBC is going to acquire new customers only if it manages to get its brand offering to the right audience.

The first-party data offered by platforms like Facebook and Google enables brands to hone in on an audience they know will engage with their message.

Even better, today’s new and improved targeting can help advertisers know when a consumer is in-market for a particular productbefore the consumer knows themselves.

From Stranger To First-time Customer

So how does it all work?

It’s a familiar formula — because we’ve all experienced it ourselves.

1. You’re part of a Facebook prospecting audience for people that have purchased outdoor gear in the last 30 days.

Because two weeks ago you purchased a trendy pair of Men’s outdoor camo Crocs for that upcoming camping trip your in-laws keep bothering you about.

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2. You’re browsing your Facebook feed when you stumble upon an ad for Strong Water Bottle Co.

A beautiful stainless steel water bottle, complemented by adventure lifestyle imagery and messaging that somehow speaks directly to you.

Customer Acquisition Strategy: How To Attract More First-Time Buyers (5)

Source: Cabela’s

“Wow, how did they know I have a camping trip coming up next month?”

But you already have three other bottles stashed somewhere in your kitchen. You disregard and continue browsing your Facebook News feed.

3. Days later, you see Strong Water Bottle Co’s ad again — this time it’s video.

It features the cool design and functionality of the bottle, plus a healthy adventurer guy resembling Bear Grylls that you once envisioned yourself to be.

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(Video) To Achieve Sales Success You Need To Attract Customers | My Strategies For Customer Acquisition

Source: Hydro Flask Facebook

“I should drink more water. Then I could be healthy like that guy. I’d go on more adventures. I’d carry it around and even take it on that camping trip.”

4. Now you’re engaged. You search their branded keywords on Google to see what comes up.

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“Look, they’re at the top of the SERP. This brand looks legit.” Click.

You visit their website and browse, but don’t purchase — yet.

Strong Water Bottle Co now has you in their retargeting pixel with a 500% bid modifier— ensuring that you see their ad again.

5. It’s Friday, and you see the Strong Water Bottle Co ad again — with a discount.

The messaging is perfectly tailored to get you back in the store — and now it’s 20% off for a limited time.

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Source: Kor Water

You add it to cart with 3 other products you never knew you needed and check out.

Strong Water Bottle Co just acquired a new customer, and they did so by leveraging multiple digital channels to reach you at various points of the journey.

It’s just one (yet very common) example of how brands attract and acquire new customers in today’s omnichannel digital landscape.

How To Improve Your Customer Acquisition Strategy

Beyond developing your unique brand and product offering, there are three areas that digital marketers can improve upon that will directly impact their customer acquisition performance.

1. Leverage Internal and External Data For Audience Prospecting

Like the beginning of our Strong Water Bottle Co example, audience prospecting is an important foundation for any customer acquisition strategy.

An effective prospecting strategy on Facebook includes leveraging internal and external data in tandem with creative testing to best position your brand in front of new audiences that resemble your ideal customers.

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Custom jewelry brand HeidiJHale has seen major success in acquiring new customers by creating demand on Facebook and then sending that traffic to its website for record revenue growth through new customers.

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HJH set up Google Analytics to begin collecting valuable visitor and customer behavior data — data then used to build out audiences with bids adjusted by each audience’s performance.

They scaled interest targeting by creating customer personas in line with audience data and optimized their lookalike targeting to find new customers based on best-performing seed audiences.

2. Generate Demand With Top Funnel Initiatives Across Multiple Channels

Once you have established which audiences are going to be the most receptive to your brand messaging, you can afford more time and resources to scale up your demand generation efforts.

HeidiJHale improved their performance on Facebook by improving ad copy and making more engaging creative to go with their organic and sponsored posts.

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Coupled with better audience targeting, it improved overall performance on Facebook, which improved CTRs and traffic to the website.

3. Capture Demand By Driving Traffic To Your Store

With Facebook advertising efforts generating demand for HeidiJHale’s brand and product offering, they then established Google advertising campaigns to capture this demand when customers researched the brand online.

HeidiJHale discovered that the more they invested into branding and awareness on Facebook, the more traffic they received as a result of consumers searching their keywords and products on Google Search and Shopping.

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In this case study, a client saw significant performance in new traffic as a result of Facebook prospecting initiatives.

It’s another example of why Facebook and Google work so well together, and why your customer acquisition strategy should span multiple channels to engage consumers throughout the funnel until they finally become your new customer.

Munar says that although Facebook works well for some brands, others may do better with upper funnel campaigns on using paid advertising on Search, Shopping, or Display.

Lifestyle brands that sell apparel or supplements tend to do very well with attracting customers on image-rich platforms like Facebook and Instagram. Others may find better performance by generating that same demand on other platforms like Google Shopping, Search, or even Display.

The Customer Acquisition Funnel

Customer acquisition is a process that begins with generating demand through brand awareness and product discovery through top-funnel advertising.

It ends at the bottom of the funnel when customers finally convert on an ecommerce website, social channel, Google Shopping, or Amazon store.

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Successful businesses will continue to engage these customers long after they’ve converted — to drive customer retention, lifetime value, and repeat purchases.

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“You attract new customers with top funnel initiatives and then drive them to convert at the bottom,” says Munar. “You want to focus in on the customer that is going to make repeat purchases and tell their friends to do the same.”

Today’s rising digital brands build out top funnel advertising campaigns to target broad audiences to generate data and then refine those audiences into smaller, laser-targeted groups that are most likely to become their next wave of new customers.

Once you’ve succeeded in attracting a first-time buyer into the funnel, the real value is in how you can get this person to continue to repeat purchase from your brand directly.

The Final Takeaway

There’s no singular strategy to acquiring new customers.

Today’s growing brands use an omnichannel acquisition strategy that spans multipleupper funnel audiences onFacebook & Instagram, Amazon, theGoogle Display Network, and Google Shopping..

1. Leverage internal and external data to build out your upper funnel audiences for prospecting

2. Use paid advertising on popular social channels like Facebook and Instagram to create demand with these target audiences

3. Capture demand by driving these audiences to your website or Amazon store

The Formula To Calculate Customer Acquisition Cost

The formula for calculating CAC requires totaling the costs of your paid advertising during a certain period and then dividing this amount by the number of new customers that your business acquired.

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Source: SEO Focus

For example, let’s say Strong Water Bottle Co spent $1,000 in a single week on Search, Shopping, and Display campaigns.

During that 7-day period they acquired 50 new customers.

Given this data, Strong Water Bottle Co has a customer acquisition cost of $20 per customer.

Want to learn more about how you can engage customers throughout the entire funnel?

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The 2018 AmazonSponsored Products Guide

The 2018 Facebook Advertising Guide


How do you improve customer acquisition strategy? ›

8 Customer Acquisition Strategies to Try
  1. Paid Advertising. Paid marketing is one of the fastest ways to help potential customers discover your brand and what you have to offer. ...
  2. Influencer Sponsorships. ...
  3. Email. ...
  4. Referral Programs. ...
  5. Traditional Advertising. ...
  6. Search Engine Optimization. ...
  7. Audience Building. ...
  8. Content Marketing.
Aug 2, 2022

What is a good customer acquisition strategy? ›

A strong customer acquisition strategy: 1) attracts leads, 2) nurtures them until they become sales-ready, and 3) converts them into customers. The overall cost of these steps is referred to as your customer acquisition cost (CAC).

What are 4 ways to attract customers? ›

Here are 10 tried-and-true tips to help you attract more customers.
  • Offer new customers discounts and promotions. ...
  • Ask for referrals. ...
  • Recontact old customers. ...
  • Network. ...
  • Update your website. ...
  • Partner with complementary businesses. ...
  • Promote your expertise. ...
  • Take advantage of online ratings and review sites.
Feb 28, 2020

Which strategy is considered the best in improving customer experience? ›

In short, good customer experience can be achieved if you:
  • Make listening to customers a top priority across the business.
  • Use customer feedback to develop an in-depth understanding of your customers.
  • Implement a system to help you collect feedback, analyze it, and act on it regularly.

What is an example of an acquisition strategy? ›

For instance, a classic B2B customer acquisition strategy is when a brand asks potential customers to sign up with their product for a 15-day free trial. This strategy generates leads for the business and gives its marketing and sales teams a chance to nurture prospects into customers.

What are the three acquisition strategies? ›

For a high-growth company, acquisitions fundamentally boil down to one of three types: (1) team buy, (2) product buy, or (3) strategic buy.

What is an example of a successful acquisition? ›

Successful acquisition: Disney, Pixar and Marvel

Walt Disney Co. acquired Pixar in 2006 for $7.4 billion, and has since seen tremendous success with films like WALL-E, Finding Dory and Toy Story 3 – each of which have generated billions of dollars in revenue for the company.

What are the 3 most effective methods to reach your best customers? ›

5 Simple Ways to Reach Customers
  • Be consistent with the release of information. Consistency in delivery is something many customers seek from a company. ...
  • Sell differences in the product or service. ...
  • Use testimonials to bolster reputation. ...
  • Know your audience. ...
  • Make it searchable.
Jan 11, 2016

How do you attract customers with offers? ›

Here are 20 promotional sales ideas you can use to attract new customers:
  1. BOGO. BOGO, which stands for "buy one, get one," is a popular type of sales promotion. ...
  2. Free shipping. ...
  3. Free samples. ...
  4. Lifestyle discounts. ...
  5. Coupons. ...
  6. Flash sales. ...
  7. Social media giveaways. ...
  8. Product discounts.
Feb 27, 2023

What is the most effective customer technique? ›

Good customer experiences involve much more than simply answering questions.
  • Smile—literally.
  • Mirror the customer's' language and tone, unless it's angry and/or impatient.
  • Listen first, then validate the problem.
  • Acknowledge the customer.
  • Summarize the problem.
  • Communicate hold times.
Apr 28, 2021

What is a strategy for winning back the customers? ›

Offer rewards for customer loyalty

If you want to win back customers, it makes sense to start rewarding customer loyalty. Loyalty programs offer customers a reason to shop with you again and again – and a reason to refer their friends. This will help to increase your customer base and create repeat customers.

How do you attract first customers? ›

10 Tips for Acquiring Your First Clients or Customers
  1. Target your first client search. You'll have better success getting new customers when you target your promotional efforts. ...
  2. Research your audience. ...
  3. Offer value. ...
  4. Start with your network. ...
  5. Grow an online presence. ...
  6. Engage on social media. ...
  7. Start an email list. ...
  8. Go to events.

What do you say to attract customers? ›

10 Powerfully Persuasive Words Your Customers Want to Hear
  • Free.
  • Exclusive.
  • Easy.
  • Limited.
  • Get.
  • Guaranteed.
  • You.
  • Because.
Aug 2, 2016

How do you attract high value customers? ›

5 steps to attracting high-value clients
  1. Top tips to attract high-value clients. So let's dig into it. ...
  2. Define your target audience. ...
  3. Develop your USPs for high-value clients. ...
  4. Show off your big wins. ...
  5. Give social proof. ...
  6. Build your credibility.
Jun 6, 2022

What is a good sentence for acquisition? ›

The big company's newest acquisition is a small chain of clothing stores. The museum has put its latest acquisitions on display.

What are acquisition techniques? ›

The acquisition method is a way of accounting for the purchase of assets. When an organization acquires assets, it must record them as financial statements. This would be at their fair market value. This means that all intangibles and fixed, tangible assets are recorded on the balance sheet.

What is the primary goal of the acquisition strategy? ›

The primary function of an acquisition strategy is to document the factors, approach, and assumptions that will guide acquisition decisions related to the investment. The development of an acquisition strategy allows for identification of risks and consideration of tradeoffs needed to mitigate those risks.

What are the five key components of the acquisition process? ›

Below we've detailed some of the key components required for a strong and effective merger.
  • 1) Communication. ...
  • 2) Win-Win. ...
  • 3) Shared Vision/New Identity. ...
  • 4) Well-Planned. ...
  • 5) Integration.
Sep 10, 2015

What is an acquisition strategy plan? ›

The acquisition strategy is a comprehensive, integrated plan that identifies the acquisition approach and key framing assumptions, and describes the business, technical, product support, security, and supportability strategies that the PM plans to employ to manage program risks and meet program objectives.

What are the three most common motives for acquisitions? ›

Motives for Acquisitions
  • Acquire undervalued firms.
  • Diversify to reduce risk.
  • Create Operating or Financial Synergy.
  • Take over poorly managed firms and change management.
  • Cater to Managerial Self Interest.

What are the 2 ways a company can grow by acquisition? ›

Let's examine the key reasons for doing so.
  • Offer New Services to Existing Customers Through Acquisition of Another Company. ...
  • Buying Competitors Leads to Greater Economies of Scale. ...
  • In-House More Innovation and Development. ...
  • Build Up Your Market Share Through Company Purchase.

How do you determine if an acquisition will be successful? ›

The success of mergers and acquisitions is often calculated by the IRR (internal rate of return), ROI (return on investment), or WACC (weighted average cost of capital).

How do you attract win keep and grow customers? ›

How to attract, win and keep your customers
  1. talk to your customers and focus on their needs and wants.
  2. be specific, honest and clear about what you can offer.
  3. keep in touch - send email updates or a newsletter.
  4. get to know your competitors and what they are offering.

What are the five 5 selling strategies? ›

5 Sales Strategies for Businesses
  • Define your buyer.
  • Tell a story.
  • Target a niche market.
  • Sell your brand.
  • Focus on internal growth.

How do you approach a client for the first time? ›

Smile when you first meet the client, to let them know that you are happy to see them and excited about the prospect of working together. Make eye contact, give a firm handshake, and listen intently when the client is speaking with you. You also want to present a relaxed and focused persona.

Why is it important to attract new customers? ›

Increased sales: Adding new customers to the existing customer base can increase sales, which often leads to increased profits. Heightened brand awareness: These marketing campaigns can help potential customers recognize the brand when they need the products offered and can lead to higher sales and brand loyalty.

What are the three keys to customer satisfaction? ›

Essentially, the 3 important qualities of customer service center around three “p”s: professionalism, patience, and a “people-first” attitude. Although customer service varies from customer to customer, as long as you're following these guidelines, you're on the right track.

How do you display to attract customers? ›

10 Visual Merchandising Techniques to Attract More Customers
  1. Interior Displays. This involves using the design of the interior space to capture the customer's attention and keep them engaged with your merchandise. ...
  2. Store Layout. ...
  3. Point of Purchase Display. ...
  4. Mannequins. ...
  5. Bundling. ...
  6. Atmospherics. ...
  7. Light. ...
  8. Signage.

How do you make an irresistible offer? ›

Keys to building a compelling offer.
  1. Be clear. ...
  2. Offer great value. ...
  3. Deliver a discount or a premium. ...
  4. Explain your offer. ...
  5. Require immediate response. ...
  6. Include a strong call-to-action. ...
  7. Provide a bulletproof guarantee.
Jul 6, 2017

What are the 3 system acquisition strategies? ›

Describe three ways to acquire a system: custom, packaged, and outsourced alternatives.

What are some types of acquisition strategy? ›

There are four main types of acquisitions based on the relationship between the buyer and seller: horizontal, vertical, conglomerate, and congeneric.

What can I say to attract customers? ›

What do you say to attract customers?
  • Beautiful in Its Simplicity. ...
  • Artistically Inspired. ...
  • Enhance Your Life. ...
  • Enhance Your Beauty. ...
  • Looks so Good on the Outside, It'll Make You Feel Good Inside. ...
  • Never Looked so Good. ...
  • Simply Awesome. ...
  • Perfect From Beginning to End.
Nov 8, 2020


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