Any business's lifeblood is customer acquisition. It is the engine behind any marketing strategy or overall business growth.
It is also very competitive and expensive. In the six years since 2006, customer acquisition cost (CAC), has increased by more than 60%. Sounds daunting, right?
In today's digitally saturated marketplace where every company has a website, blog, paid ads, social media and more, it's certainly a challenge. Every company has websites, blogs and paid ads. These same channels also offer an opportunity to attract new customers with content, and not just any content.
This is high-quality, user-focused content that is SEO optimized and unique. It will grab attention and convert web visitors to paying customers.
Digital content is an important part of any company's business strategy. However, fewer companies are focusing on quality content that performs and not the junk most companies produce.
Every day, we are seeing results with our clients. We have seen that being smart about content can help you get more customers faster, more affordably, as well as quicker than your competitors.
Are you ready to learn how? Let's get started.
Great content is a powerful tool for customer acquisition. It builds brand trust and drives purchase decisions.
Optimize your content strategy to increase customer acquisition by creating content that is relevant for each stage of the buyer's journey.
Brands have the opportunity to capitalize on existing content. They can optimize their most successful posts and webpages by
Capturing contact information is the key to acquiring high-value content such as lead magnets.
Social proof can be another key factor in building brand trust. It assures customers that your brand will live up to its promises.
The connection between customer acquisition and content
As smart as savvy businesses that use digital opportunities to convert customers, customers are also smart when it comes choosing brands and making purchase decisions. To capture their attention, traditional marketing techniques such as catchy slogans and salesy language are no longer sufficient.
What is the solution to this dilemma? This is why customer acquisition has become so crucial to content.
Consumers don't just want the most popular marketing slogan, they also want brands they can trust. 81% of consumers consider brand trust to be an important factor in making their purchasing decisions, according to research. It was rated higher than any other attribute or factor of a company, apart from product quality and value.
Research shows that thought leadership content is a great way to win new customers.
Image Source: Edeleman
The same study also found that 76% of consumers pay attention when ads are from trusted brands, while only 48% do so for brands they don’t trust.
Where can consumers find the trust they so value? Your content. Your content.
Why Customer Acquisition is Keyed to Content
Content vs. Ads
Marketing is often viewed as a form of advertising. It is the distracting stuff that interrupts what you are trying to digest. What is the Superbowl like? We're going to serve 3 ads first. What is Forbes' article? We're not going to pop-up an advertisement for something that you don't want. Ads don't work. Everyone knows this. Marketing is what most people believe it to be.
Content marketing is the type of content that actually benefits people. This is what marketing should be. Marketing's primary goal is to attract new customers.
Content marketing works because it's written by people for people. Content marketing works because it's designed to educate, share experiences, and drive you forward. Because content marketing is a way to acquire new customers, it works well. Its goal is not to sell but to help.
Content for search, email and social
Do you want to rank in search engines? ChatGPT is not the best tool to rank for search engines. To rank in search engines, all you need is to answer the keyword search intent and the questions that your buyers are asking.
It works in email and social media when you have content that ranks well. You see, search still matters! Alot.
Okay, we are now really getting into this. Content marketing is a great way to acquire customers. Marketing statistics show that content marketing leads are 62% cheaper than traditional marketing. Because content marketing attracts and converts new customers at a lower cost, it is more effective.
Our content marketing platform at SAP generated $7 in revenue per dollar spent. This is a 7X ROI. What was the ROI of marketing the rest of the time? Around 1x. Marketing barely paid for itself. (To be fair, marketing didn't "credit" the pipeline we had influenced with hundreds of millions of dollars.
A lot is being said about AI taking over content market. While we have proven this nonsense to be false, it is true that organic acquisitions are becoming more difficult than ever. Paid content acquisition can be a way to complement organic content acquisition.
I am not referring to banner ads with 99 problems, a click isn't one. Paid content marketing is what I am referring to. We use the best content from our clients and spread it around the internet. We then re-target these readers with offers at later stages.
Our CPC is 90% lower than the industry average, and our click through rates are 20x higher. Paid content marketing is also a great way to acquire customers!
How to Ace Customer Acquisition With Content
Align your Content to the Buyer Journey
It is common to hear that all traffic is good traffic for website visitors. This can be true to a certain extent, especially if your company is young and your primary goal is increasing awareness. However, you must be intentional when it comes to generating customer acquisition through content.
This means that your content should be matched up to your buyer's journey.
Your buyer will move through the sales funnel and the content they are looking for will change. A person searching for a product or service on Google is most likely seeking more information. Content like your top-of the-funnel blog posts will be very relevant.
A whitepaper or case study might prove to be more convincing for someone who is later in the buying process.
This is a visual that will help you to think about which content belongs in each stage.
Image Source Hubspot
You should always think of these two things when aligning your content and the buyer journey.
- Potential buyers can get the information they require at their current stage.
- Include a call to action (CTA), or any other motivator, to get them to the next stage in the buyer journey
Take your blog seriously
Your blog is the core of your content marketing strategy. It is great to know you need a website. Most companies have one. It's not enough just to publish content, even if it is relevant to your industry, and hope it will be successful.
Blog content should be consistent and customer-focused. Be very intentional about your blog content. You can use categories to organize your content according to your content goals, customer search intent, and buyer journey.
Start with keyword research and an audit of your current content. Then, build on that. You can find more information in our guide to choosing the right blog categories and content topics.
Your blog can be set up for success by combining content optimization strategies with careful attention to technical details that support your blog's performance, such as blog visibility on your main navigation and using article page templates.
Or maybe you just need a weekly blog service?
Optimize Your Best-Performing Content
Optimizing your best content can be a low-hanging fruit strategy to increase customer acquisition. Your efforts have already paid off. The content is driving traffic to your site and performing well.
It's now time to make it even more effective by converting that traffic into leads or sales.
Here are some ways to optimize your best content.
- Use tools such as Ahrefs and Semrush to search for your domain.
- To access a list with keywords that you rank for, and the URLs to them, click on "organic keywords".
Once you have a clear picture of which content is performing well, dive deeper using the other tools available on these platforms and your own research. Make sure that they are as optimized as possible. Ensure they rank for the correct keywords, and that you have strategies in place to capture visitor data (such as CTAs, gated content, subscription forms, etc.).
We love to update articles that have been performing well. This is one of our favorite tricks. This article was originally published in 2018, but it has been updated with the most recent stats, links, and information. These are some ways to update your posts.
Use high-value, gated content to your advantage
Lead magnets are gated content. They capture visitors' information and offer them something of high value in return. Although there are many types of gated content, they all offer something more valuable than the content your visitors have access to in free content.
If your blog discusses why content audits matter, your gated content might be a PDF guide for conducting a content audit.
Whitepapers, ebooks, checklists and templates are some of the most popular (and most effective) forms of gated content.
Online users are increasingly looking for video content. Brands are responding by using video in their marketing strategies (86% of companies use it). Cisco predicts that video will make up 82% of all internet traffic by next year.
The good news is: The good news is that you don't have to spend a lot of money on video production equipment in order to create great videos that will drive customer acquisition.
Smartphones are being used by most companies and people all over the globe to capture and share high-quality videos. It is easy to create social media stories that make your brand more visible to customers. You can grow your video skills (or have more resources) as you improve.
You can also try vlogging, live events online, webinars and user-generated video (sharing video of customers engaging with your brand/product).
Demonstrate social proof
To acquire new customers, social media is not enough. However, it can help you acquire customers through content marketing.
Are you looking for testimonials and reviews when buying a product? So does everyone else! Research has shown that 88% of consumers trust online reviews as much as personal recommendations. Buyers often read hundreds of reviews before purchasing.
Social proof can be used to increase customer acquisition by including it in your content. Here are some of the best ways you can do this:
- Include testimonials and reviews on your website
- Sharing case studies that show your success with customers is a great way to demonstrate this.
- Sharing user-generated content, such as online reviews or product photos and videos.
Your potential customers can trust social proof to prove that you will keep your word. This is often what a customer considers when making a purchase decision. Social proof content can be integrated into customer acquisition strategies to increase conversion rates and drive sales.
Get customer acquisition content to grow your business
Marketing Insider Group can help you publish content that drives results. Marketing Insider Group can provide ready-to-publish content every week for up to a year. Our Content Builder Service provides a custom strategy to help you get it.
To get started, schedule a quick consultation today!
Marketing Insider Group's post Why Your Customer Acquisition Strategy Must Be Content-Driven originally appeared on Marketing Insider Group.
Frequently Asked Questions
What are some indirect marketing examples you can think of?
Consider indirect marketing options that could be used to promote your business. A social media campaign might encourage people to share photos of themselves using your product. This would help spread the word about your brand.
You could advertise in the local paper if your auto shop is open. This would encourage people to take their cars to your shop instead of visiting other shops.
Sending coupons to customers' E-mail Inboxes and posting ads on bulletin board in public places are two other examples.
Indirect marketing works well because it doesn't cost much money.
You will need patience to promote your business. It takes time for people to trust you.
It is also important to track how effective your campaigns have been. Try measuring the number of leads generated from each method.
This will allow you to see which methods are most effective for your business.
What are the 5 best social media marketing strategies?
Social Media Marketing can be a great way for your business to get noticed online. It is an excellent tool to spread brand awareness and generate leads and sales. Here are five ways to use social media marketing to boost your business.
- Create a Facebook Fan Page – This allows you to interact directly with customers on Facebook. You can also upload content such as photos, videos, and other files.
- Twitter – Promote your business on Twitter – Twitter is another great platform to connect with people and share information. You can increase your visibility with hashtags.
- Upload Videos to YouTube – It is very popular to upload videos because people enjoy them. If they like what is shown, they may click to visit you website.
- Host Live Event – Hosting live events will allow you to meet face to face with potential clients. They can ask questions about your products and services.
- Respond to Customer Reviews. Positive reviews can build trust with clients and encourage repeat sales. Make sure to respond quickly to any negative comments.
What are some examples of direct marketing?
Direct Marketing Examples include postcards, brochures, flyers, e-mails, etc.
Direct marketing is a great way to reach people anywhere you are. It's the best way of communicating with customers who have already selected your product/service over another.
It is important to know the type of message that appeals most to your target audience.
You need to know what your customer wants, and then deliver it.
There are many ways to use direct marketing to promote your business. Direct marketing can be used to promote your business in many ways. You can send out catalogs to potential customers and advertise in local papers.
A unique mailing list can be created from your existing customers. You can easily add subscribers to your existing customers list if there is a good database.
Last but not least, ask existing customers if promotional materials are something they'd be interested in receiving. You may receive special discounts if you sign up for company newsletters.
- A poll earlier this year found that 14% of older Gen Z's had bought an item in the previous six months based on an influencer's recommendation. (influencermarketinghub.com)
- This allows us to deliver CPCs that are 80% less than average and CTRs 4-5 times higher than average. (marketinginsidergroup.com)
- In 2017, 34% of marketers cited co-branding as the most effective way to increase the number of email subscribers. (influencermarketinghub.com)
- Today, 81% of brands around the world have affiliate programs. (influencermarketinghub.com)
- 81% of brands employ affiliate marketing, and eCommerce sites are particularly good candidates. (blog.hubspot.com)
- SEO Learning Center, Moz
- [Case study] How we ranked #1 in a high-volume keyword in under 3 months – Moz
Online Marketing Tips and Techniques from the Top Brands
You must ensure that your content is relevant to your audience when you create content for online marketing. If your audience doesn’t care about you product or your service, why would they want to read your blog posts?
If you are creating a website about fashion accessories, be sure to include fashion accessories-related content. Not general web design tips.
As a way to market your business, you can use social media platforms like Facebook, Twitter and LinkedIn. Social media platforms allow businesses to connect with customers and share their information.
Social media sites also provide a great opportunity to connect with existing and potential clients.
Create content that engages users and encourages them to share content with their friends. Shared content can reach more people and increase traffic to your site.
You can keep your content fresh and updated by posting regular updates. It is better to post daily or weekly than once a month.
Posted content receives more attention because readers expect to see new material.
Your content should contain links to your homepage. This allows visitors to find more resources on your website.
Make sure that your content is mobile-friendly Mobile devices now outnumber desktop computers. A recent survey found that more than half of internet users now access websites through their smartphones.
It's important to test the site on different devices, such as tablets and smartphones, in order for it to look good on small screens. In conclusion, the mobile-first approach should be a no-brainer for any website owner or developer.
It's not just about aesthetics, either. Mobile sites are more likely to convert better than desktop websites. Because they are smaller, they can be easier to navigate and load quicker.
Your audience will value your content.
By: Michael Brenner
Title: Why Your Customer Acquisition Strategy Should Be Content-Driven
Sourced From: marketinginsidergroup.com/content-marketing/how-to-ace-customer-acquisition-with-content-marketing/
Published Date: Tue, 14 Mar 2023 13:00:57 +0000