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  The outbreak of the COVID-19 pandemic had a significant impact on businesses, and customer acquisition is one area that has been affected. With consumer behaviour changing rapidly, businesses are finding it challenging to maintain or grow their customer base. As a result, businesses need to adopt strategies that can help them manage their paid customer acquisition effectively during a downturn. In this article, we will discuss five tactics that businesses can use to manage paid customer acquisition during a downturn.
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Focus on High-Value Customers

During a downturn, it is essential to focus on acquiring high-value customers who are likely to have a more significant impact on your bottom line. High-value customers are those who have a higher lifetime value (LTV) and are more likely to purchase from you repeatedly. These customers are typically more loyal, make larger purchases, and are more likely to recommend your brand to others. To acquire high-value customers, businesses can use targeted advertising and personalized marketing campaigns that focus on their specific needs and preferences.

Leverage Social Media Advertising

Social media advertising is a cost-effective way to reach a broad audience during a downturn. Many social media platforms offer advertising options that allow businesses to target specific audiences based on demographics, interests, and behaviours. Social media advertising is also highly measurable, allowing businesses to track the effectiveness of their campaigns and adjust their strategies accordingly. During a downturn, it is essential to leverage social media advertising to stay top-of-mind with potential customers and drive traffic to your website or e-commerce store.
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Use Retargeting to Re-Engage Lost Customers

Retargeting is a powerful tool that businesses can use to re-engage customers who have shown an interest in their products or services but have not made a purchase. Retargeting involves showing ads to users who have previously visited your website or social media pages. This strategy helps to keep your brand top-of-mind with potential customers, increasing the likelihood of converting them into paying customers. Retargeting can be particularly effective during a downturn, as it allows businesses to maximize their advertising budget by focusing on customers who are already familiar with their brand.

Experiment with New Channels

During a downturn, it may be necessary to explore new customer acquisition channels to reach new audiences. New channels can include influencer marketing, podcast advertising, or other forms of native advertising. These channels may be less competitive and more cost effective than traditional advertising channels, allowing businesses to reach new audiences at a lower cost. By experimenting with new channels, businesses can discover new ways to acquire customers and reduce their dependence on traditional advertising channels.

Optimize Your Landing Pages

Paid customer acquisition is only effective if your landing pages are optimized to convert visitors into customers. During a downturn, it is crucial to ensure that your landing pages are optimized for maximum conversion rates. This can include optimizing page load times, improving the user experience, and using persuasive copy and design elements. By optimizing your landing pages, businesses can increase their conversion rates, which can help to offset any reduction in traffic caused by a downturn.
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Closing Thoughts

In conclusion, managing paid customer acquisition during a downturn requires businesses to adopt new strategies and tactics to remain competitive. Focusing on high-value customers, leveraging social media advertising, using retargeting to re-engage lost customers, experimenting with new channels, and optimizing landing pages are all tactics that can help businesses acquire customers cost-effectively during a downturn. By adopting these strategies, businesses can continue to grow their customer base and maintain their competitive edge, even during challenging economic times. Featured Image Source: Marketing Insider Group
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This article was first published on 28th February 2023


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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