Adquisición de clientes: Cómo obtener nuevos clientes para su negocio

Customer Acquisition: How To Get New Customers For Your Business

  • What is customer acquisition?
    • Customer acquisition is the process of finding and persuading potential customers to buy from your business in a way that is measurable and repeatable, not randomly.
    • Customer acquisition happens in stages:
      1. Awareness
      2. Interest
      3. Consideration
      4. Intention
      5. Evaluation
      6. Purchase
    • These can be summarized in 3 main stages:
      • Stage 1 (Awareness): At this stage, your goal is to generate awareness and leads among your target market. You must focus on a broad audience that may be interested in your brand or your company's products, but without a definite intention to buy.
      • Stage 2 (consideration): Prospects who move from Stage 1 to Stage 2 have typically taken an action that shows they are considering a purchase, such as signing up for a newsletter or following your business on social media.
      • Stage 3 (Purchase): In the final stage, the prospect has taken some action that indicates strong purchase intent, such as adding a product to their cart. Companies often send some incentive to the customer, such as a discount code, at this stage to convert prospects who are close to making the decision to buy.
  • How is Customer Acquisition Cost (CAC) calculated?
    • Your customer acquisition cost is the cost of marketing divided by the number of new customers acquired.
    • For example, let's say your Instagram page generates 50 customers a month and you spend $500 creating content. Your customer acquisition cost would be $10:

Marketing spend ($500) / New customers ($50) = CAC ($10 per customer)

    • The reason why companies calculate the cost of customer acquisition is to understand if their marketing approach is the right one.
    • Using platforms like Google Analytics , Shopify Reports , and other tracking tools, it's possible to know your customer acquisition cost for each marketing initiative.
  • 7 Customer Acquisition Strategies (and How to Use Them)
    • paid advertising
      • One of the most common ways to acquire new customers is through online advertising. There are many online platforms that provide us with measurement tools that allow you to optimize your ads and get the most out of your budget. The goal of using these platforms is to understand who your customer is and where they spend their time online.
      • All of these platforms charge for user impressions (how many times your ad is viewed), using a metric called CPM (cost per thousand impressions). They also allow you to choose who you want to target based on demographics, interests, and other traits.
      • Advantage:
        • Rapid growth: Your business is guaranteed to get exposure with the right strategy and optimization techniques.
        • Targeting Capabilities: One of the great advantages of paid ads is the ability to choose exactly who your ads are shown to.
      • Possible Disadvantages:
        • Expensive: There has been an increase in CPM costs every year due to algorithm changes on these platforms and their competition.
        • Learning curve: Creating paid ads is a relatively easy task, however the complexities of the platform can be enough to intimidate the inexperienced.
      • Good for:
        • Companies with a good budget.
        • Company with creative assets.
    • Negotiate sponsorships of "influencers"
      • One of the fastest ways to get exposure for your product or brand is by paying someone with an online following to promote it for you. The challenge is to identify those with a following who might be interested in your product.
      • Advantage:
        • Brand awareness: You are paying to acquire new customers and to get your product exposed to a larger audience.
        • Niche Focus: An influencer with a smaller, more dedicated following can build awareness with a relevant online audience and cost less. This means that your followers are more likely to notice your sponsored content and generate a higher customer conversion rate.
      • Possible Disadvantages:
        • ROI Tracking: Influencer posts should be tracked through discount codes and other mechanisms to get a clear picture of how much is being earned and/or lost.
        • Initial payments: It is common for an "influencer" to request an advance payment in the form of money or a product donation to avoid scammers.
      • Good for:
        • Products that require demonstration.
        • Fashion products.
    • propaganda emails
      • Collecting emails is considered one of the best ways to generate "leads" or guides for customer acquisition.
      • Once you have your email list, you can create campaigns and set up automated emails to send targeted messages to your customers using services like Omnisend or Klaviyo.
      • Advantage:
        • Recurring Revenue: Gives you the ability to market to customers over a long period of time, extending the lifetime value of each new customer.
        • Customer Data: An email list helps you find new prospects by finding similar audiences.
      • Possible Disadvantages:
        • Delivery Rates: Due to more sophisticated spam filters, getting your emails to reach the inbox becomes increasingly difficult.
        • Low-quality emails: It's important to look at the conversion rate of each email source to ensure you're acquiring quality leads.
      • Good for:
        • Companies with multiple products.
        • New product launches.
    • referral programs
      • People trust those they know, so when a friend tells them to check out a new product or brand, they listen. This can be accomplished by creating a referral program where your current customers are rewarded every time they get someone new to buy from your business.
      • Advantage:
        • Low cost: Because personal referrals are so effective, using a referral program is generally considered a low cost way of acquiring new customers.
        • Repeat purchases: When a customer refers a friend, they are rewarded with a small bonus, such as a discount code on their next purchase. This creates the added benefit of encouraging repeat purchases from existing customers.
        • Customer Loyalty: Referred customers are more likely to spend more with your business than a customer who wasn't referred by a friend or family member.
      • Possible Disadvantages:
        • Low Commitment: There is no guarantee that your customers will share the same enthusiasm as you in growing your business and will want to invest their time in it.
        • Organization and follow-up: It is essential that customers comply with the rewards program for it to run smoothly. With no benefits to bring to the customer, they have no incentive to sell and recommend the product to more people.
      • Good for:
        • Companies with existing clients.
        • Companies with loyal customers.
    • traditional advertising
      • Traditional media are still a viable tool to publicize your company and its products. Technology has made these promotional media easier to create and more accessible to small businesses.
      • Advantage:
        • Decreasing costs: If your goal is to reach as many people as possible for the lowest cost, TV ads might make economic sense for your brand.
        • Consumer Trust: Print and television ads are still trusted and reach a wide audience that may not necessarily have access to a computer.
      • Possible Disadvantages:
        • Tracking: The downside of having such a wide reach with traditional advertising is the lack of tracking and precision. It is difficult to know the return on investment when using these marketing methods.
        • Initial investment: The budgetary commitment and lack of flexibility in traditional advertising is definitely a risk.
      • Good for:
        • Local companies.
        • Companies with high-priced products.
    • Positioning in search engines
      • When looking for a product or service, many consumers start their search on Google. It is imperative to have a good presence in these services so that it is the first thing that the consumer sees.
      • Advantage:
        • Passive organic traffic: Every second, more than 40,000 queries are entered into Google's search engine, making it the most visited website on the Internet.
      • Possible Disadvantages:
        • Slow growth: You will have to be patient if you want to appear organically on the first page of a search engine unless you increase your marketing budget.
        • Competition: Merchants are highly competitive when it comes to search rankings, which can make it difficult to rank on the first page.
      • Good for:
        • Those willing to wait.
        • Content creators.
    • building an audience
      • Building an audience on social media takes time, consistency, and good content to attract new followers and keep them engaged. Your online following not only validates your brand, but also builds an audience of customers that you can reach out to when you want to promote a new product or increase sales.
      • Advantage:
        • Organic Traffic: Although there may be costs associated with creating a social media account, it is often considered a source of organic traffic as they can help you share your content for free.
        • Social proof: Social networks have a constant flow of information, whether it is the number of “likes” or comments a photo receives, or the total number of subscribers, all these metrics validate your brand.
      • Possible Disadvantages:
        • Slow growth: Building an organic following and turning it into a customer acquisition channel takes time, especially in contrast to paid advertising.
        • Algorithm changes: If you decide to build an audience online, your ability to reach that audience and convert them into customers will always be controlled somewhere by the platform itself.
      • Good for:
        • Content creators.
        • Companies with a limited budget.

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