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What's inside:
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Overview

Analyzing the customer journey

Measuring your customer acquisition strategy

Leveraging paid, owned & earned media

Embracing the customer acquisition ecosystem

7 case studies to track

Resources we love

Takeaways & next steps

Growth

7 MIN

How to Drive Customer Acquisition with Paid, Owned & Earned Media

Customer acquisition, as the name implies, is the process of gaining new consumers. It involves identifying, finding, and ultimately persuading people to hand over their hard-earned money in exchange for your product or service. The customer acquisition strategy you develop and the tactics you employ should be measurable, repeatable, and scalable.

There are specific activities, resources, and dollars you will commit to bring in new customers. However, there’s an entirely separate set of activities, resources, and dollars you must budget to keep your customers coming back and buying more from you. Some of the tactics you use to acquire and retain customers overlap, but these activities are distinct enough that we’ve covered customer retention in a separate guide.

To efficiently gain new customers, here’s why your business needs a thoughtful strategy for customer acquisition:

Content generation is expensive. In the last five years, the cost of acquiring new customers has increased by over 50%. It’s very easy to waste money if your strategy is not well-thought-out and tested.

Finding the “right” cost to acquire a customer is a combination of market research and hypothesis-driven experiments. Your goal is to find the channels, message, or creative that can yield high-quality customers at the lowest possible cost to your business.

In this guide, we’ll cover the basics of customer acquisition:

1

Analyzing the customer journey

2

Measuring the success of your customer acquisition strategy

3

Leveraging paid, owned & earned media

4

Embracing the customer acquisition ecosystem

5

7 inspiring case studies

6

Resources we love

7

Takeaways & next steps

Growth

7 MIN

How to Drive Customer Acquisition with Paid, Owned & Earned Media

Adam_DSC0273-fin.jpg
By Adam Domian
Lizzie_DMF0431_final.jpg
By Lizzie Francis
Customer acquisition header illustration Adam v2021
Share
What's inside:
Done Icon

Overview

Analyzing the customer journey

Measuring your customer acquisition strategy

Leveraging paid, owned & earned media

Embracing the customer acquisition ecosystem

7 case studies to track

Resources we love

Takeaways & next steps

Customer acquisition, as the name implies, is the process of gaining new consumers. It involves identifying, finding, and ultimately persuading people to hand over their hard-earned money in exchange for your product or service. The customer acquisition strategy you develop and the tactics you employ should be measurable, repeatable, and scalable.

There are specific activities, resources, and dollars you will commit to bring in new customers. However, there’s an entirely separate set of activities, resources, and dollars you must budget to keep your customers coming back and buying more from you. Some of the tactics you use to acquire and retain customers overlap, but these activities are distinct enough that we’ve covered customer retention in a separate guide.

To efficiently gain new customers, here’s why your business needs a thoughtful strategy for customer acquisition:

Content generation is expensive. In the last five years, the cost of acquiring new customers has increased by over 50%. It’s very easy to waste money if your strategy is not well-thought-out and tested.

Finding the “right” cost to acquire a customer is a combination of market research and hypothesis-driven experiments. Your goal is to find the channels, message, or creative that can yield high-quality customers at the lowest possible cost to your business.

In this guide, we’ll cover the basics of customer acquisition:

1

Analyzing the customer journey

2

Measuring the success of your customer acquisition strategy

3

Leveraging paid, owned & earned media

4

Embracing the customer acquisition ecosystem

5

7 inspiring case studies

6

Resources we love

7

Takeaways & next steps

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