Attracting new customers is an integral part of running both a service and sales business. Making a name for yourself and reaching out to more people can be done through multiple channels. Which strategies are worth employing and which channels are best to use? Here are the highlights!
What is customer acquisition about?
Customer acquisition is a process that falls under marketing and sales strategies. It involves taking action to increase the number of consumers or service users. Depending on the company's specific business, this is handled by sales or marketing experts.
- Salesperson - his or her job is to establish relationships with customers or business partners, maintain them and establish details, etc.
- Marketer - deals with brand promotion campaigns, leads and plans advertising campaigns, creates communications, etc.
Successfully acquiring a new customer should involve establishing a longer-term relationship with them. The most valuable consumers are those who return and use the company's services regularly.
Customer acquisition process
The customer acquisition process can look different depending on which employee is involved. An account manager has slightly different responsibilities from a marketer, but there are a few issues that unite their daily work. The first is the need to identify the target group of buyers. The specialist needs to know who he or she has to target with the actions taken. For this purpose, the following are defined: age, gender, education or place of residence of the recipients.
The focus then needs to be on preparing an attractive offer tailored to the target customers. This is important because completely different communications are required by young Internet users, by senior citizens and by entrepreneurs who are to become business partners. You need to gather all the necessary information on what you want to present to potential buyers.
Once you know what you will be offering customers, you need to design a strategy, or plan of action. For salespeople, this could be, for example, visits to industry events, and for marketers, social media campaigns. Once you have established the broadcast channels, you should start preparing content, such as blog posts or advertising graphics.
Every account manager needs to know how to look for clients and also know communication strategies. This is not a job for everyone. The person in this position needs to be very open, confident in their skills and have persuasive abilities. In addition, he or she must be empathetic and have excellent knowledge of the industry in which he or she works. He or she must not give up quickly, as the search for consumers often requires a great deal of patience.
The marketing expert, on the other hand, must be creative and constantly keep up to date with rapidly changing trends. Depending on his or her specialisation, he or she should, for example, be familiar with SEO principles, create content and be able to run advertising campaigns. It is a job that requires the ability to plan activities for oneself and others and often requires teamwork. Regardless of the position, an understanding of consumer psychology also counts. 
How to develop a customer acquisition strategy?
A good new customer acquisition strategy is the key to effective operations. First of all, you need to set yourself some objectives, e.g. what sales result you want to achieve or how many new customers you want to acquire for your company in a given month. Then you need to plan your target group activities. This includes the style of language or type of business.
It is advisable to look around the market and see what advertising tools your competitors are using. In marketing, originality and differentiation from others are valued. Reklamy attention are more likely to produce real results. After market research, specific channels of action should be identified. These could include: personal meetings, social media campaigns, posters or videos.
If you are running marketing campaigns in several fields at the same time, it is important to ensure that they are consistent in terms of information and visuals. This helps potential audiences to form an idea of the brand image and consolidate it in their minds. Better association with a company encourages people to use its services because it gives them a sense of trust.
Where to look for potential customers?
Currently, the most popular place to find new customers is the web. How do you find customers online? It is online that you create marketing campaigns with the greatest reach and easily reach a worldwide audience. It is possible to carry out activities on one's own and to use the support of others. At InPost, we offer advertising for companies such as banner ads on our website.
The ideal place to look for customers is social media. It is possible to reach new audiences there with, among other things, sponsored posts. In addition, there are various groups in which potential buyers interested in a particular industry can be found. For example, children's clothing retailers can promote their products in forums for young parents.
How do you acquire new business clients? Account managers' tasks are carried out both online and in traditional ways. Salespeople reach out to entrepreneurs via social media targeting the business activities of industry groups. In real life, they meet them at events dedicated to particular market sectors, e.g. conferences.
Traditional methods of customer acquisition
How do you attract customers in the traditional way? Proven methods include advertising in public places. They can be found, for example, on notice boards, buildings, vehicles or means of transport. A timeless solution is posters, which are used to promote both specific products and services or events.
Traditional methods of customer acquisition also include media such as press, radio and television. It is sufficient to buy space in a newspaper or airtime to present your activities to a wide audience. It is also possible to reach consumers directly, e.g. through leaflets in mailboxes, business cards or handing out samples. Sampling of products is possible via Paczkomat® vending boxes.
Recommending products and services to each other by consumers also works perfectly. When a customer becomes satisfied with a purchase, there is a good chance that they will recommend the goods to their relatives or on social media. The quality of the offer and service must therefore be maintained.
But how do you acquire customers over the phone? This option works well, for example, when searching for companies for B2B cooperation. Telephone numbers for companies are usually readily available online. It is advisable to familiarise yourself thoroughly with the business profile of the company in question and present the benefits of working together in an accessible manner.
Ways to attract customers online
Acquiring customers via the internet is the standard for sales processes today. Here are some valuable methods to use.
- Webinars - both items and services can be sold during online broadcasts. It is not uncommon for web events to promote, for example, industry-specific courses or a company's offerings.
- Email marketing - this is done by sending messages to the inboxes of potential buyers. This can be done through newsletters and offering users personalised services or discounts. At InPost, we offer space in our newsletter for your advertisement!
- Social media - social media campaigns are one of the most popular ways of how to get new customers. It is worth promoting on themed groups and taking advantage of sponsored post opportunities.
- Content marketing - consumers are more likely to opt for offers from companies with an established image. In order to improve positioning and create a profile as an industry expert, appropriate product descriptions should be provided and a company blog should be developed. The better the goods are described, the greater the chance that they will convince new buyers to make a purchase.
- Influencer marketing - recommending goods through influencers has a huge impact on sales, but provided you choose the right people to work with. You need to keep in mind the level of engagement of their audience and whether they fit with the brand.
How to attract customers and build customer loyalty
You already know how to get people to want your services and goods, but it is also very important to build their trust. A new consumer should become a regular customer in order to continually contribute to the development of the company and increase sales revenue. You have to meet the buyer's expectations of the product and provide them with everything that was on offer.
It is worth being active on social media and interacting with your audience. Replying to comments, quickly replying to messages or organising competitions is a way of building a relationship. Personalising offers, such as sending individual discounts or birthday discounts to consumers, is also effective. It is best to address them by name and offer products similar to those they have already bought.
A personalised approach to each customer makes them feel noticed and valued. Building this kind of relationship with your buyer is the way to make them use your company regularly.
How do you acquire customers with a trusted company?
How do you win customers with the help of InPost? As part of our advertising offer, we offer both outdoor and online activities. You can advertise your brand in a banner on our official website, in the Parcel Manager service, newsletter and the InPost Mobile app. In addition, we will be happy to present promotional graphics on the screens of our Paczkomat® devices throughout Poland.
If you wish, we will cover selected machines, which are available in both large and small towns, with graphics advertising your company. This will allow you to decide whether the action should be local or whether it will be in a popular city centre location. An original way to connect with customers is to place a product sample in a box, which is called sampling.
If you want to know how much it costs to advertise with InPost and how to start a promotional campaign, contact us via the form. Just provide some basic information and we will take care of the rest and answer all your questions. You are already one step away from success in reaching brand new people with your products!
Advertising your company with InPost? Always a good idea!
Take a minute to leave your contact details and we’ll prepare a tailored offer for you.
There are plenty of possibilities:
- Branding on Parcel Locker machines
- Ads displayed on Parcel Locker screens
- Sampling of promotional products
- Banner ads on the InPost website
- Advertising in the InPost newsletter
- Push notifications in the InPost Mobile app
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