Acquisition in growth marketing refers to adding new customers or users from various sources to a website or a mobile app. It is the first “A” in the AARRR framework that describes how you find users and eventually turn them into customers. Depending on the business objective, marketing activities that involve acquisition are achieved by paid or non-paid methods or both.
Acquisition marketing, also known as lead-acquisition marketing, is a form of marketing that specifically targets consumers who are aware of your product/service and are in the phase of a purchasing decision. This involves your marketing, sales, and customer success teams to effectively implement the acquisition strategies.
There are two kinds of acquisition:
- User Acquisition: The process of acquiring users for your website or mobile app.
- Customer Acquisition: The process of getting a user to make their first purchase and converting them into a customer.
For example; If you run an eCommerce business, creating an account on your website is considered as user acquisition, and placing the first order is considered as customer acquisition.
Customer Acquisition Strategies:
Digital marketers use a combination of multiple marketing channels to drive people towards their website and app. Some of these strategies are:
- Traditional media such as TV, radio, print, and billboards
- Content marketing (blog posts, articles, webinars, ebooks, infographics, and more.)
- Web and mobile web banners leading to lead-gen landing pages
- App Store Optimization (ASO)
- Social media paid Ads
- Social media posts and engagement activities
- Email marketing
- Influencer marketing
- Referral marketing
- PR and online publications
Some metrics to focus on while measuring acquisition are: