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  Clients are the lifeblood of any business, whether great or small. Little wonder, Jack Ma, CEO of Alibaba, stated that “The customer is number one, the employee is number two and the shareholder is number three. If the customer is happy, the business is happy, and the shareholders are happy.” Bill Gates, Founder of Microsoft averred that customers are always right.” These quotes from these billionaires have gone to show us that having a large number of clients means your business is headed for success. However, getting clients is very hard. It requires a whole lot of strategic planning and execution. It is very costly. Acquisition of clients is not a walk in the park. 
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Considering a full strategy for customer acquisition covers both acquisition and retention. The best way to enjoy customer acquisition strategy is to ensure that they are repeatable. In this article, I discuss the right techniques that help you to carry out a successful client acquisition strategy and acquisition. 

  • Define The Audience

To ensure a profitable marketing strategy and client acquisition, you must specify the audience you want. You must know your demographics. They are usually distinguished by age, gender, colour, income level and so on. Based on the industry and business type, you may be addressing multiple audiences. You should ask questions like:
  • What are my client’s pain points?
  • What can I offer my clients with my product or service?
  • What are my client’s demographics?
  • How do my clients look for information?
With these questions, you can find the right answers that will give you direction on who to meet or the type of audience you should set up.

  • Design Your Client Acquisition Funnel

Designing your acquisition funnel is all about understanding your client’s journey and needs, and looking for the best way they can be reached. If your clients are most web searchers, then your approach will be different if they are mostly on social media. You can then drill down and map the funnel, which may look like:
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  • How many prospects are searching for content that leads them to my business website? 
  • How many clients come from social media?
  • Which audience do they each fit into, and what type of content are they interested in?
For instance, if you run a Facebook ad, audiences should be redirected to your website or link their emails with yours. On the other hand, once clients are on the website, consider what would get them to subscribe to the email list or sign up for a newsletter. Having got them to subscribe, you can now give them content that meets their needs. You can ask yourself, Are they looking for promotions to seal the deal, such as a discount on a product, a free trial, or a free case consultation?

  • Use SMART Goals

SMART (Specific, Measurable, Actionable, Relevant, Time-Bound) goals are important to your strategy. The goal of client acquisition is to bring more clients to your business. However, it is a deliberate effort that must be specific and intentional. Make no mistake, the goal of client acquisition isn’t to “get more clients”. You must be specific just like this: “I want to bring in 60 new clients by the end of this quarter.” Your goal is specific to 60 clients, time-bound by the quarter, and relevant to the goal of client acquisition. it’s also feasible and measurable since you can see how far above or below the number you reach by the deadline.
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  • Choose Your Marketing Channels

Client acquisition is costly and it continues to increase as the days go by. This is why you must be very careful about using the right marketing channels. Without the proper and appropriate channels that suit your audience and business in general, you might blow up your budget. One of the mishaps that can happen in marketing is engaging in a broad spectrum of marketing strategies. The best strategy is when it is suitable for your audience. Therefore, determine which channels generate the best ROI, the content that performs best on them, and how you can leverage that for success. You’re not just restricted to social media, either. You could use business pages, organic search on Google, and email marketing. Once you choose your channels, streamline your strategy for the channel’s best practices. Consider:
  • The best-performing content
  • The audience
  • The content your audience prefers
  • Your competitor’s activity
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This article was first published on 22nd April 2022

nnaemeka-emmanuel

Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.

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