Customer acquisition

"The process of seeking and acquiring new customers or converting prospects into new customers"

Customer acquisition is a marathon not a sprint. It's a strategy whereby the business identifies the market segment it needs to target for its products or services, as well as the optimum acquisition channels (online and offline). The business should calculate the cost of acquisition, deploy the best engagement tools and the best media mix to build a vibrant customer base and to balance the spend of marketing budget on acquisition versus retention.

For your acquisition process to be successful you need to build relationships with both customers and influencers; think like your customers and deliver content and messages that resonate. And don't ignore your competitors - track and react to their online activities to open new customer relationships.