Every business aims to acquire new customers. Acquiring new customers is expensive, especially when your audiences have a ton of options. While many marketing strategies can require some investment, content is one option that can help acquire customers organically. Many businesses implement content strategy as part of their overall marketing strategy, however, very few end up generating new customers.
To successfully use content for customer acquisition you need to implement it across all your customer acquisition platforms. In this article, we will discuss various ways to use content for customer acquisition.
What is Customer Acquisition?
Customer acquisition is the process of bringing in new prospects or customers to your business. Businesses implement marketing strategies that can help them attract and convert potential customers.
How to Use Content for Customer Acquisition?
Content optimization is key
You can create a ton of content but if it’s not optimized it cannot bring in positive results. Search engine optimization is key for any content strategy to help you improve ranking on search engine results page. This can ensure that you are getting views and engagement on your content. To get the best results from your content strategy here are some steps you can take:
Publish new content consistently and optimize it with important keywords so that it shows up on the search results page.
Use the keywords strategically in the title, headings, URL, meta description, and the body of the content.
Audit your content and update old content on your website. For example, if you have any blogs with statistics, you can update those statistics with the recent ones. It helps with improved search performance and ensures that your site’s content is updated and accurate.
Research various keywords or search terms that your audiences use to look for information on search engines. You can use these terms as topics and answer their queries or offer solutions through these blog articles.
Create topic clusters that can help you cover different subtopics of a particular topic that your target audience is looking for. This can help you improve your rankings and become more visible to your audiences.
Leverage social media
With social media you can organically acquire new leads. Your social media platforms are a great way to create brand awareness and acquire new customers or prospects. The best way to reach and connect with your audience is to share relevant and high-quality content. Start by sharing valuable content frequently to keep your audience interested. Share your blog articles on your social media platforms to get more website traffic.
Look at your analytics data and share articles that your audiences are interested in. Join social groups like LinkedIn groups or Facebook groups to target people with similar interests. You can share your content and expertise in these groups to establish yourself as a thought leader. Businesses can also encourage these users to create user generated content to help build trust and credibility among followers.
Emails are another way you can reach your target customers. You can send your subscribers different pieces of content to help them engage. This content should be valuable to your target audience. You can send content that helps solve their problems or give them various industry insights.
You can also ask subscribers to give their insights on the content you have shared with them. This can enable you to create the best content for customer acquisition.
You can write blogs to be featured on other websites to expand your reach. Guest blogging can help you reach a wide number of your target audience. It also helps you build links for your website that can improve your domain ranking.
Public relations or PR is the strategic communication from an organization to the public that helps maintain their public image. This communication helps businesses build relationships between the business and their audience. Create content that is valuable and helps you earn company press and new customers. You can utilize various free online tools that help you publish your press releases so that you can attract new audiences.
Let your sales team pitch in
Marketing and sales teams need to collaborate for customer acquisition. Sales teams know their prospects and customers well. They are the ones who communicate with customers regularly. Sales reps are aware about the queries and problems these customers have. These insights can be used to create content which is valuable to future customers. Marketing teams can discuss with sales teams what challenges customers frequently face. This way marketing teams can create content pieces which can help target new customers who face the same challenges.
When sales teams are nurturing leads, they can use various content pieces as part of this process. This helps sales teams to educate their target customers, which builds trust and credibility in your business. Sales teams can use content to reach out to prospects and provide them with valuable information.
Offer downloadable content
You can offer valuable and high-quality content to your leads on your website. Create landing pages for this type of content that can be accessible to users by filling out an opt-in form. This can attract new prospects to your business and help build your email lists. You can send emails to these leads to help nurture them and eventually turn them into customers.
Paid ads are different from other organic forms of customer acquisition discussed above. These ads need you to invest your money to gain new customers. When used correctly these ads can help you acquire new customers. You can develop lead magnet content and use paid ads to help gain more quality leads interested in this content.
Ensure that you create a landing page that is relevant to your paid ads so that you can get more conversions. These landing pages need to have high-quality content that encourages leads to download it. Analyze your ads to find out any content gaps on your website that are discouraging users from converting.
All these strategies can seem overwhelming. But you do not have to implement them all at once. You can choose the ones that make more sense for your business and target customers. There are many more customer acquisition channels or strategies that you can utilize, we have covered a few of them that can help you get started.
You can utilize these strategies to help you drive customer acquisition through content. Content strategy is important for any business to organically attract potential customers. With the help of these strategies, you can ensure that your content increases ROI and builds long-term relationships with customers.