ON THE BLOG
5 effective strategies for
CUSTOMER ACQUISITION
by Amy Kapolnek
Beauty and wellness brands, especially those that are emerging or substantially growing, are constantly faced with customer lead and acquisition challenges. Soaring costs of paid media on TikTok and Meta as well as escalating fees for influencer partnerships further intensify the struggle to grow and sustain the business. In my roles as a Strategic Advisor & Fractional CMO, I am continually crafting innovative strategies to help clients overcome these hurdles and acquire new customers. For 2024, here are my cost-effective, yet impactful solutions, to boost customer leads and acquisition.
KNOW YOUR CUSTOMERS
Consumers are more sophisticated and demanding than ever. They have high expectations, constantly changing preferences and wavering brand loyalty. With acquisition cost at record highs, no better time to invest in understanding the customer.
lean into ai
As the business world continues to explore how to use AI in marketing, brands can attract new customers by harnessing AI marketing tools in the following two simple ways: quizzes and content.
diversify channels
Every person is on several digital and physical channels every single day. It’s our job to figure out which ones they prefer and meet them there. Oftentimes, this means having to diversify your marketing channels to reach them.
rethink INFLUENCERS
There is so much chatter about the creator economy, yet not a lot about who that encompasses outside pricey influencers and celebrities. There are whole categories of people who have influence over your customers’ buying power.
embrace marketplaces
It’s harder than ever for brands to launch and secure new direct-to-consumer (DTC) customers, which is why it’s imperative to develop an effective omnichannel retail strategy incorporating different types of marketplaces.
the fwrd group
a strategic consulting firm specializing in development, growth and expansion strategies for early stage, forward-thinking companies in consumer goods and services.
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