Active customer acquisition - what does it involve?

Knowing customer acquisition techniques is key to the effective growth of any business in both sales and service industries. What is it, how do you reach new people and is it worth using our offer to do so? Let us give you a hint!

What is active customer acquisition?

Active new customer acquisition is the phenomenon of finding new customers for a company's goods or services. The term encompasses all the activities of brands that aim to increase their audience and thereby amplify their profits.

Customer acquisition strategies include not only establishing new relationships, but also nurturing them and making them long-lasting. For the process to be successful, trust must be born between the company and the consumer.

At InPost, we continue to actively strive to expand our customer base by, for example, placing more and more Paczkomat® machines in more and more towns and cities. We are also constantly trying to increase the scope of our activities for both individual customers and companies, e.g. by offering advertising services.

Advertising is one way to reach customers. Actively attracting new audiences involves making direct contact with them. Personalised emails, for example, play an important role, as well as finding ways to contact them in the real world by participating in various events.

Active customer acquisition - why is it so important?

Knowing how to attract a new customer is crucial to a brand's progression. Without actively reaching out to new people, it is virtually impossible to grow. In order to increase sales and revenue, it is therefore necessary to continually gain new consumers and ensure that they return to a particular offering.

This makes it possible to deal with the situation when some consumers stop using some services. In this way, company recourse and losses can be avoided. When you run a large business and base your activities on cooperation with other brands, this is particularly important.

Companies that make money through business customers need to have some security in the event of the termination of a relationship with any of their service recipients. You should not rely on one or two large stakeholders, as this can even lead to bankruptcy if the cooperation ends. If you acquire new business relationships all the time, you don't need to be so worried about your future.

Any company that wants to survive in the market and perform better and better needs to know how to find customers. Finding new customers for services is an obligatory part of the development of any brand, whatever it does.

Active B2B vs. B2C customer acquisition

Companies are looking for two main types of customers. The first group is made up of other companies and the second group is individual consumers. Therefore, two areas can be distinguished in this respect:

• B2B - business to business,
• B2C - business to consumer.

Acquiring business customers is the process of introducing your services to other businesses. In the case of InPost, this involves, among other things, handling the transport of parcels between shops and their consumers. We establish partnerships with various brands for which we provide services such as Subscriptions for businesses or Fulfillment.

How do you acquire a business customer? To do this, companies employ salespeople who contact other businesses directly and offer them cooperation. They are in charge of presenting offers, establishing contracts and nurturing relationships with business partners.

In addition, industry events are a good opportunity to find such customers. During events, many entrepreneurs or start-up representatives are found in one place. Information about your offer can be presented in an interesting way both at a stand and during conversations with other participants in the event. Business cards or flyers should be prepared for such occasions.

It is worth reaching out to other companies via social media or email. It is also important to remember to run your own channels online in an interesting way so that companies looking for companions to work with feel interested and pay attention to your offer.

How do you win individual customers? Engaging, creative campaigns work much better for this purpose. Most often, companies have marketing teams whose job it is to plan online and outdoor advertising campaigns. It is also important to know how to present customers with the benefits of, for example, buying a particular product.

Ways of actively acquiring customers

A clever way to attract customers is through RTM, or Real Time Marketing. It is a form of promotion that involves taking advantage of current events, phenomena or trends that are prevalent on the web or in the public space. This option is usually used by brands that are already somewhat established in the market. In this creative way, they can reach many new people, as memes or actions related to current events often become viral.

Methods for finding new audiences vary depending on the chosen industry. A marketer who is considering how to acquire a customer for a bank will take different action from one who is looking for a consumer of children's toys. Among other things, it is worth using sponsored articles, which allow search engine positioning to be strengthened by means of link networks.

How do you actively acquire customers online?

How do you get customers online? When you run an online shop, you need to think about planning the content on the website at the beginning. All product and category descriptions and advice texts, e.g. in the blog section, count. They should be created according to SEO principles, but this is not only important. It also counts that they convey all the information about the goods to the audience and that they are not reproducible.

In addition to this, you should run paid campaigns on social media or take out adverts on popular websites. If you have the opportunity, it is worth using video marketing. You can post videos both on your own social media accounts and as part of adverts on video sites, for example.

InPost advertising - will it work for active customer acquisition?

InPost's marketing offering was created precisely to help companies reach new audiences. We use both the internet and outdoor advertising to help promote brands. Our experience has helped us create a service for an audience in every industry.

It is a good idea to advertise your company on banners on our official website, for example. In addition, you have the option of sending a PUSH notification to users of the InPost Mobile app. We also offer mailing, i.e. broadcasting your advertisement within our newsletter to subscribers.

What sets us apart from the competition is the huge number of Parcel Machines across the country. You can promote your brand and products within an advertising veneer even on the entire machine. In addition, we also offer product sampling, i.e. putting samples of your goods into the machines. This allows you to establish a relationship with a new customer and increases the chance that they will tell their friends about the event.

Displaying advertising material on the screens of Parcel Machines can contribute to attracting new customers. Any customer who wants to send or receive a parcel using the panel will see a graphic promoting your brand.

The question of where to look for customers cannot be answered unequivocally. It is best to run a campaign in several fields and reach users both online and in everyday life, e.g. in public spaces. Define your expectations and check out effective ways to attract consumers with InPost!