Customer Acquisition

Customer Acquisition

Customer Acquisition Jonathan Poland

Customer acquisition is the process through which a business attracts and persuades consumers to avail its products or services, thereby converting these individuals from potential customers to actual customers. This process is vital for business growth, sustainability, and profitability. The customer acquisition process can be visualized as a funnel, where a large number of individuals are attracted at the top, and as they move through the stages of engagement and conversion, the number narrows down to those who actually become customers.


  • Initial contact with potential customers is made through various channels like advertising, marketing, social media, email marketing, and other promotional activities.
  • The goal is to create awareness about the brand, products, or services and attract the attention of individuals who might be interested.


  • Once potential customers are attracted, the next step is to engage them by providing value, answering queries, and maintaining communication.
  • This could involve sharing informative content, offering solutions to their problems, and keeping them interested in what the business offers.


  • Conversion is the phase where engaged potential customers make the decision to make a purchase or subscribe to a service.
  • The effectiveness of the previous steps and the value proposition offered by the business play crucial roles in successful conversions.


  • Although not always included in the definition of customer acquisition, retention is about keeping the acquired customers satisfied and engaged so they continue to make purchases and become loyal to the brand.

Measurement and Analysis:

  • Businesses measure the effectiveness of customer acquisition strategies by analyzing metrics like Customer Acquisition Cost (CAC), Lifetime Value (LTV), conversion rates, etc.
  • This analysis helps in understanding the ROI of customer acquisition efforts and in optimizing strategies for better results in the future.


Customer acquisition is a crucial aspect for companies aiming for growth, and top companies employ various strategies to attract, engage, and convert potential customers into actual customers. Here’s a synthesis of customer acquisition strategies from various sources along with examples from top companies:

Customer Acquisition Strategy Framework:

  • Attracting Leads: Generate interest through marketing and advertising.
  • Nurturing Leads: Engage potential customers until they are ready for conversion.
  • Conversion: Turn potential customers into actual customers​.

Strategic Framework Pillars:

  • Vision: Define the end goals and what the company hopes to achieve.
  • Target: Identify the ideal customer, understanding their preferences and behaviors.
  • Messaging: Formulate messages that resonate with the target audience.
  • Profitability: Ensure that customer acquisition contributes to profitability​.

Digital Customer Acquisition Examples:

  • Rakuten utilized influencer marketing, leveraging influencers to promote brand messages and products to boost brand recognition and customer acquisition.
  • HubSpot employed content marketing with a pillar-cluster model to enhance visibility, attract, and engage a wider audience, thereby contributing to customer acquisition.
  • Email Marketing is noted for its power in personalized engagement, offering a direct and personalized way to connect with potential customers, aiding in customer acquisition​.

Other Strategies:

  • Influencer Marketing: Engage with social media influencers to promote the brand and products.
  • Content Marketing: Provide valuable, relevant content to attract and engage potential customers.
  • Email Marketing: Utilize personalized emails for direct engagement with potential customers​.

These strategies are not mutually exclusive and can be employed in tandem based on the company’s goals, industry, and target audience. For instance, a tech company might focus on content marketing to showcase expertise, while a consumer brand might leverage influencer marketing to reach a broader audience. The effectiveness of these strategies may also be evaluated through metrics such as Customer Acquisition Cost (CAC), conversion rates, and the long-term value of acquired customers.

Outsourcing vs DIY

We think that hiring a digital agency for customer acquisition is the smart move and requires thorough vetting to ensure that the agency can meet your business objectives and deliver a good return on investment. Here are some important questions to ask when considering a digital agency. These questions will help in evaluating the capabilities, reliability, and the fit of the digital agency to your business needs and goals, ensuring that the partnership will be fruitful in driving customer acquisition.

Experience and Expertise:

  • What experience do you have in our industry?
  • Can you provide case studies or references from similar projects or industries?
  • What are your core competencies and areas of expertise?

Strategies and Tactics:

  • What strategies do you recommend for customer acquisition in our industry?
  • How do you stay updated with the latest digital marketing trends and technologies?
  • What tools and technologies do you use for customer acquisition, tracking, and analysis?

Metrics and Reporting:

  • How do you measure success in customer acquisition campaigns?
  • What key performance indicators (KPIs) will you track?
  • How often will you provide reports and what will they include?

Communication and Collaboration:

  • What will be the communication process between our teams?
  • How will you ensure that our teams are aligned on goals and strategies?
  • How do you handle feedback and revisions?

Budget and Pricing:

  • How do you structure your pricing and what does it include?
  • Are there any additional costs that we should be aware of?
  • What is the payment schedule?

Timeline and Deliverables:

  • What is the expected timeline for seeing measurable results?
  • What are the key milestones and deliverables?
  • How do you handle delays or unexpected challenges?

Legal and Compliance:

  • How do you ensure compliance with industry regulations and standards?
  • What is your process for handling data privacy and security?
  • What are the terms of the contract, including termination?

Team and Resources:

  • Who will be the main point of contact for our project?
  • What is the size and expertise of the team that will be working on our project?
  • How do you handle staff turnover or changes in the team?

Learning and Adaptation:

  • How do you adapt strategies based on campaign performance?
  • What is your approach to continuous learning and improvement?
  • How do you handle a situation where a campaign is not performing as expected?

Creativity and Innovation:

  • How do you foster creativity in your strategies?
  • Can you provide examples of innovative customer acquisition campaigns you’ve managed in the past?
  • What makes your agency stand out from competitors in terms of creativity and innovation?

Here are some additional questions you might consider asking. These questions are structured to provide a comprehensive understanding of the digital agency’s capabilities, methodologies, and how they manage the dynamics of client relationships and project execution.

Client Portfolio:

  • Can you share a portfolio of your previous work?
  • What types of clients do you typically work with?
  • Have you worked with companies of our size and stage before?

Industry Knowledge:

  • How do you stay updated with industry trends and regulations?
  • Have you worked with any of our competitors? If yes, how will you manage potential conflicts of interest?

Project Management:

  • What project management tools and methodologies do you use?
  • How do you handle scope creep or changing requirements?
  • How do you prioritize tasks and handle deadlines?

Technology and Tools:

  • What technologies are you proficient in that will be relevant to our project?
  • Do you have partnerships with any technology platforms or vendors?
  • How do you ensure the security of our data and intellectual property?

Content Creation and Distribution:

  • How do you approach content creation and distribution for customer acquisition?
  • Can you provide examples of successful content campaigns you’ve managed?

SEO and SEM Strategies:

  • What is your approach to search engine optimization (SEO) and search engine marketing (SEM)?
  • How do you stay updated with the latest algorithm changes and industry standards?

Social Media Management:

  • How do you approach social media for customer acquisition?
  • Can you provide examples of successful social media campaigns you’ve managed?

Email Marketing:

  • How do you segment and target audiences for email marketing?
  • What metrics do you track to measure the success of email campaigns?

Innovation and Problem-Solving:

  • How do you approach new challenges or problems that arise during a project?
  • Can you give an example of a time you helped a client overcome a significant challenge?

Long-Term Partnership:

  • How do you see our partnership evolving over time?
  • What support and services do you offer for long-term growth and customer acquisition?

Feedback and Continuous Improvement:

  • How do you collect and act on feedback from clients?
  • How do you evaluate the success of a campaign and use insights for future projects?

Crisis Management:

  • How do you handle crises or negative publicity that may affect our brand during the campaign?
  • Can you provide an example of a time you successfully navigated a crisis for a client?
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