One of the most expensive pursuits in your digital marketing program is your customer acquisition.
Due to marketing distrust among customers and increasing competition across industries, it’s becoming harder and harder to get new business and leads.
That means that creating a strong strategy to bring in your audiences and convert them through your marketing funnel is essential.
An acquisition marketing strategy helps you get your initial prospects and leads to the next step of your marketing funnel.
By capturing customer attention and improving your conversion methods, you can create more engagement and encourage customers to move through your process.
That allows you to grow without spending all your marketing dollars on customer acquisition costs.
But what exactly is acquisition marketing, and how does it differ from brand awareness? What are the key channels to make your strategy successful and metrics to measure by?
In this complete guide, we’ll answer all these questions and provide you with the best tactics to improve your customer acquisition strategy.
9. Build Sustainable Relationships through Customer Service
Customer acquisition goes beyond top-of-funnel marketing.
It requires every part of your organization to work towards the same goal of helping leads convert to customers and bringing them back to be return businesses.
Your customer service teams can help improve the experience along the way and make customers know that they matter to your brand.
If you’ve ever had a wild customer issue, you’ll know this: the difference between a one-time purchase and a repeat customer often comes down to a small moment with support. People talk—a lot—about brands who go the extra mile. It doesn’t always have to be some dramatic save; sometimes it’s just quickly fixing a mix-up or not making someone jump through hoops to get help. That kind of treatment sticks around in their minds, quietly nudging them to return when they need what you offer next. Regular training for your service team isn’t just an HR checkbox, it’s actually a serious asset for acquisition and retention both.
It’s worth mentioning, too, that the tone and speed of your responses matter more than folks think. Think of the last time you had to email support and waited days for a canned answer—nobody loves that. A straightforward, honest reply (even if you don’t have the perfect fix yet) does more for brand reputation than a polished script ever could. There’s data around this—Zendesk’s 2025 Customer Experience Trends report showed over 70% of consumers view a company more favorably after a helpful customer service exchange. At the end of the day, people just want to feel noticed and respected.
10. Run Review and Referral Programs
Customers who are happy with your products and services often want to tell others about what your brand offers.
Taking advantage of that goodwill with review and referral programs helps to spread the work and let your leads and prospects know that your brand is recommended by others.
It also helps you create cyclical patterns with your customers and refill your top of funnel with new leads.
11. Make Your Strategy Flexible
Customer acquisition tactics can change regularly.
A channel that was successful last year might not bring in the same number of leads as it did last year, and a new tactic on a different channel might be more successful.
By making your customer acquisition marketing strategy flexible, you can adapt and change so that you don’t waste time or money on tactics that no longer work for your brand.
It also helps you meet your goals by being tactile and finding workarounds for issues.
Wrap Up
Your acquisition marketing strategy is the core behind your top-of-funnel marketing efforts. Knowing the best strategies to add to your acquisition marketing efforts is an important step.
When you apply the right strategies in the right channels, you can cut down on your customer acquisition costs and bring more of your considering leads into the marketing and sales process.
In addition, by including different departments and teams, you can ensure that the entire journey is worthwhile for customers.
That means that your customers will be happy with your products and services, pleased with your entire organization, and more likely to return as a customer.
All this helps you lower your customer acquisition costs to grow without spending more than you need.
To learn more about customer acquisition, check out our blog on Calculating Customer Acquisition Costs.
There you’ll learn what your customer acquisition cost is, how to calculate your costs, and suggestions on how to reduce your costs. Click the link now to learn more!
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