a strategic consulting firm by Amy Kapolnek

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 constantly crafting low cost, high impact customer acquisition strategies to help clients overcome these hurdles and acquire new customers. In part one of 5 Effective Strategies for Customer Acquisition, I discussed how to acquire new customers by knowing your customer and offered a FREE guide with 15 Questions To Create A Strong Customer Profile. In part two, I discuss how to use AI in marketing and offer suggestions for the best AI marketing tools to boost new customer leads and acquisitions.

Lean Into Artificial Intelligence (AI)

As the business world continues to explore how to use AI in marketing, beauty and wellness brands can attract new customers by harnessing AI in the following two simple ways: quizzes and content.


People absolutely love quizzes! It not only confirms their identity and provides a sense of comfort, but also teaches them something new about themselves in a way that makes them feel special. The latter is especially true if it’s a quiz that educates and offers personalized recommendations based on their preferences and attributes.

A quiz in its simplest form is really just a lead magnet. Sure, it may live on your website but that doesn’t mean you can’t use all your other sales and marketing channels to promote it. Five actions occur once consumers start the quiz:

  1. You drive consumers to your website where, after they take the quiz, they are likely to linger around to view products and learn more about the brand.
  2. You educate them on your brand and products throughout the quiz to increase time spent on the website and, hopefully, conversion.
  3. You gather zero-party data that you can use to create hyper personalized communications and experiences to target leads who did not convert. Fun fact: In a recent study by Accenture, they found that 83% of consumers are willing to share their personal data if it leads to more personalized experiences.
  4. You increase your rate of converting a lead (lead conversion) by up to 50%.
  5. You significantly increase (rates vary) your current customers’ average order value (AOV).

While certain AI-powered quizzes can get a little pricey, start simple by trying out more affordable AI marketing tools such as Octane AI or Preezie.

Written Content

By leveraging AI in marketing, brands can streamline the content creation process, generate engaging copy and maintain a consistent brand voice. Automated content creation not only saves a brand valuable resources (i.e. time, money, labor), but also enables brands to stay relevant and responsive to trends. AI in marketing can also create optimized content with targeted keywords for search engines, resulting in an increase of Google ranking, traffic flow to the website, and more time spent on the website.

A few types of content that AI can create:

  • Social media captions
  • Blog topics and articles with search engine optimized (SEO) keywords
  • Web copy with search engine optimized (SEO) keywords
  • Automated and campaign email copy

There is so much more that a brand can do with AI in marketing (which I will discuss in upcoming articles) - this is the basics that can be easily executed. One word of caution: AI marketing tools are not versed in your brand. While they are a great tool for marketing research and building foundation, be sure the language and tone matches that of your brand.



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.

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.


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.

‪(347) 565-4019‬

New York, NY





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