8 Tips to Supercharge Customer Acquisition with Salesforce
How can you supercharge your customer acquisition efforts? It’s essential that you continue to attract new customers to grow your business. When you want to create a more effective customer acquisition strategy, turn to Salesforce CRM and these eight proven effective tips.
Customer Acquisition Is a Top Priority
Businesses cannot survive on existing customers alone. For all types of companies, acquiring new customers is the way to keep the business growing.
Not surprisingly, 73% of marketers say that customer acquisition is their number-one priority. That’s why it’s essential that your company develop an effective customer acquisition strategy—and attract as many new customers as possible.
8 Ways to Supercharge Your Customer Acquisition Strategy
You can do several things to create a more effective customer acquisition strategy. Here are eight of the more effective ones.
1. Define Your Target Audience
The first thing you need to do to supercharge your customer acquisition strategy is to clearly define your target audience. How accurately you describe these potential customers will determine the other steps you take in the marketing and sales processes.
It’s important that you identify those users that are most likely to need and purchase what you’re selling. Target too broadly, and you’ll waste resources and have a relatively low acquisition rate. Target too narrowly, and you’ll miss some opportunities.
2. Determine Customer Needs
Defining your target audience is just part of the initial process. You also need to determine what these targeted customers want, need, and expect from you and your products or services.
This goes beyond identifying simple demographic or regional distinctions. It’s important to get inside the target audiences’ heads to determine not just who they are but what they think, what they feel, and how they behave—especially during the purchasing process.
According to Salesforce, two-thirds of customers expect companies to understand their needs and expectations. If you don’t, you could lose those individuals before they ever become customers.
3. Diversify Your Acquisition Methods
Many companies turn to one or more traditional methods to prospect for leads. Relying on a single lead generation medium, however, limits the number and types of leads you can acquire. In today’s evolving market, it’s often more effective to broaden your efforts to include multiple media and channels to reach a larger and more diverse audience.
That may include adding new media to your mix. Instead of just using direct mail, add email, targeted online advertising, or social media. It’s vital to reach your target audience via the media that they use. That’s why it’s key to determine your customer needs and behaviors in advance. This will help you identify the right media to reach those customers.
4. Target the Most Effective Media
That’s not to say you should take a scattershot approach to lead acquisition. Some media and channels will pull more effectively than others. It’s not a matter of diluting your efforts across many media and channels but rather of identifying those media that best reach your target audience.
You don’t want to waste your marketing dollars on channels that your customers seldom frequent—no matter how trendy a given medium might be. Just because other companies find success with social media, for example, doesn’t mean that you should blindly go that route. To supercharge your lead acquisition strategy, you need to go where your customers are—and not where they’re not.
5. Embrace Retargeting
Most customers today utilize more than one channel when shopping for products. They may start the customer journey reading a social media post, learn more from a company’s website, then frequent other websites to gather competitive or related information. This argues not just for an omnichannel marketing approach but also for retargeting to reach customers at multiple touchpoints.
Retargeting, sometimes referred to as remarketing, is following a customer from channel to channel or website to website, displaying a similar ad or message at each touchpoint. The ads remind the customer constantly of your brand and product because they initially showed interest in your product. The result is greater brand recognition and a higher propensity to purchase.
Retargeted ads have a higher conversion rate because those consumers have already been primed, either by visiting your website or coming in contact with you in some way. Retargeting reminds them that your product is there waiting for them and provides another opportunity to act—which is why customers exposed to retargeted ads are 70% more likely to convert to actual leads.
6. Focus on Benefits, Not Features
It may sound like Marketing 101, but this tip always works. When presenting your products, don’t focus on product features. Instead, focus on product benefits.
Just presenting a laundry list of product features may be informative, but it’s not engaging. The much more effective approach is to engage the customer by pointing out how those features benefit the customer. Whether it’s a B2B or B2C scenario, people want to know what’s in it for them. If you can get across specific benefits presented by your product, you’ve engaged the consumer—and an engaged consumer is much more likely to become a qualified lead.
7. Employ Content Marketing
When you want to establish your company as a market leader, embrace content marketing. Content marketing uses relevant and valuable content to reach your target audience in a fashion that is not overly promotional.
You can employ content marketing on your website, other websites, and other channels. Content marketing can take many forms, depending on your brand and industry, including:
- Articles
- Blog and social media posts
- E-books
- Videos
- White papers
Consumers read your content and remember your brand when it’s time to purchase that type of product with content marketing.
8. Utilize the Power of Salesforce
Perhaps the best way to supercharge your customer acquisition is to use Salesforce’s powerful CRM tools. Salesforce offers several features that help you focus on your customers and improve your acquisition performance. These include:
- Lead generation and management tools
- Marketing automation tools for email marketing, social media marketing, mobile messaging, and more
- Einstein Analytics to generate actional insights
- Salesforce Service Cloud for more effective customer service
- Account-based marketing to unify sales and marketing efforts
Adding Salesforce CRM to your existing customer acquisition efforts truly supercharges your performance—especially when you employ Rainmaker to help implement and manage your Salesforce installation.
Let Rainmaker Help You Use Salesforce to Supercharge Your Customer Acquisition
Companies of all types rely on Salesforce to manage their customer relationships. When you want to employ Salesforce as part of your customer acquisition strategy, turn to the Salesforce experts at Rainmaker. We can help you implement and integrate Salesforce into your sales operation – and supercharge your customer acquisitions.
Contact Rainmaker today to learn more about using Salesforce for customer acquisitions!
