With the advent of web-based advertising campaigns for internet companies, measuring customer acquisition metrics has become crucial for marketers everywhere.
Whether you are generating leads that bring actual revenue, or tracking consumer behaviour to improve the decision making process – analysing key parameters associated with customer acquisition can do wonders for your business
Understanding the customer acquisition cost (CAC) for your social media channels helps you assess your marketing spend, allocate a marketing budget, and determine the value proposition from conversion tracking. If you’re looking for effective ways to acquire customers online, try putting the following methods to test:
Superior social media customer service
Customers that have had an unsatisfactory experience with customer service are more inclined to take their business elsewhere. Therefore, investing in high-quality, solution-driven and attentive customer service is crucial for customer retention.
Responding to grievances and maintaining a direct line of communication with users also prevents negative publicity, especially in the digital age where word gets out fast and is never forgotten.
Once you are approached by a customer on any of your social media channels, acknowledge them, apologise for the inconvenience, and promise an estimated time-frame for resolution. Avoid being defensive and keep a professional tone even when you’re dealing with an impatient customer. Don’t try to shift the blame, and focus on escalating the issue as soon as possible.
As shown in the example below, the customer service of Victoria Bella Spa responds to its request on Facebook a customer seeking an appointment at the establishment.
Leverage the power Of LinkedIn
The majority of traffic on your platform consists of anonymous users, unless they’re specifically logging in, or identifying themselves in some form while browsing. Understanding user behaviour and creating buyer personas can be a game changer.
If you have at least the basic information about the person visiting your platform, and what they came looking for. With Leadfeeder, you can categorize your visitors according to their company’s IP addresses, by sifting through their browsing logs to get a valuable insight into what kind of websites, and portals each visitor is interested in.
What’s more? The app easily synchronises with your LinkedIn profile, to show you a list of closest connections at visiting companies, and also push all this data to your Customer Relation Management (CRM). Utilize the knowledge you obtain from Leadfeeder as a starting point for personalized, proactive engagement with new and existing customers.
Learn more about your customers
Nobody wants their identity to be reduced to a faceless individual, with an email address that invoices get sent to – especially not the customers you do intend to do long-term business with. To understand the psyche of an average customer, you need to know more about them as a people.
This helps you identify their pain points, anticipate their needs, fill the gaps in your CRM strategy and offer customized solutions to their problems.For a quick example, connect Salesforce with Clearbit, a nifty profile enrichment tool that will scour through all possible data sources, including social media, to create a detailed profile of every customer.
These insights can come in handy for your team for when they need personalized sales pitches that directly appeal to the customer’s interest.
Experiment With The Most Popular Promotional Tactics
Although persuasive copy and creative call-to-actions (CTA) are crucial for garnering potential customers, you can always rely on a few tried and tested methods to promote your brand on various social media channels like LinkedIn, Pinterest, Twitter, Facebook and Instagram.
Here are a few excellent ways that are known to work for any brand, product or service:-
Conduct engaging polls: Get instant engagement from asking people to vote on a relatively easy, but interesting questions.
Host a contest or giveaway: With an enormous virality potential, contests are a great way to attract new customers, engage with the existing ones, and increasing your post reach or followers. To get more attention to your contest, you can also create a separate tab on your page that either redirects to your website, or takes you to the contest page on Facebook itself.
For example, Eggo, a popular brand of frozen waffles in the United States, created a separate ‘Recipe Contest’ tab to their page, and featured the same under ‘Apps’.
Ask for customer input on upcoming features and services: A successful business takes customer feedback into account while pushing out new updates, features, products and services. Use your social media channels to improve your digital marketing strategy, by asking your customers directly about suggestions!
Lions Club International, a non-political service organization from Illinois posted a simple text update, encouraging users to making suggestions on improving club meetings.
Use hashtagsCreate a company hashtag and encourage your followers to use it. You can also capitalize on the trending hashtags in your posts to piggyback your way into ‘popular’ tweets.
KitKat created the #HaveAbreak hashtag for their campaign, urging users to take to time out from their day to enjoy a KitKat.
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Post motivational images, quotes and videos: Emotionally connect with your users, by sharing an inspiring story or a few words of wisdom from the experts.
In the above example, a Facebook user puts up a motivational quote image to increase engagement.
Recognizing your most engaging users:Create a quick list of users that frequent your page more often than the others, and reward them with a small feature in a post, or grant them access to exclusive events, contests, promotions, and services.
ModCloth, an American online retailer for women’s clothing, explains what features their ‘superfans’ will get access to.
Employ paid marketing: With the new Facebook algorithm, organic reach seems to be on a decline, and you should consider investing in paid promotions on social media. Experiment with A/B split testing to determine what works the best with your target audience, and the performance of your ads.
In the above example , Jasper’s Market, an ultra-premium prepared food market uses a carousel-type Facebook ad to promote their products.
Post incentives, deals, and discounts:Nothing attracts potential customers more than a post about a well-timed sale, discount, deal, or incentive, containing appropriate call-to-action (CTA) and trackable links.
As shown above, Amazon announces a Bonus Deal with an appropriate call-to-action to drive traffic to their website.
Post more native videos:Most platforms are now giving preference to natively uploaded videos over other types of content, so hop on the video marketing trend. Familiarize yourself with the best practices, concepts, and formats to post interactive, engaging videos.
Let customers spread the word about your brand
Approximately 39 per cent of adults have admitted to posting on social media about their experience with a product, service or a brand.
Regardless of you tapping into these conversations, it’s undeniable that they’re happening and you are missing an opportunity to tap into an important emotional trigger.Use Mention to get notified every time your business is mentioned across the internet. Share customer testimonials and experiences, and let the word-of-mouth do the marketing for you.
The simple approach to keeping your customer acquisition is understanding that customer loyalty can always be improved upon by implementing an efficient CRM, marketing campaigns can be optimized to succeed by keeping tabs on what your audience responds to , and the user value can be enhanced by upgrading your product or service to make it more appealing to your customers.
Break out a spreadsheet and closely document your customer acquisition budget (pay-per-click), customer lifetime value, and direct sales generated from your efforts for each channel.
For a dramatic increase in revenue, you should aspire to a social media strategy that directly contribute to conversions by bringing in new customers, and produces interesting content to engage the existing users.