So you’ve decided to invest time and resources into your customer acquisition program—congratulations! That’s exactly where you should be putting your best efforts, because it’s every B2C marketer’s need: a constant stream of new individuals purchasing what you have to sell.
What’s tempting, however, is to look more at your program and less at the people you’re trying to entice. And people—as opposed to a generic sense of “consumers”—are at the core of any business or brand.
Most marketers spend resources on demographic data, trying to narrow down the targeting of their “ideal consumer” and forgetting that behind that consumer is a person, one who deserves respect as well as attention. In fact, many marketers are disguising advertising as content and making offers that they don’t follow up on. Dave Martin, SVP of media at the ad agency Ignited, says that ”If the consumer clicks on something that promises a $100 discount, and they get to the page and it’s actually a buy-one-get-one offer, they’re gone. It’s the same if they think they’re going to read an article or watch a video and instead they get thrown to a sell page. Tricking the consumer is a big mistake. You’ll lose them before you ever had them.”
Engaging new customers who will become not only repeat customers but brand enthusiasts who will help your customer-acquisition efforts means treating them the way that you would like to be treated, and doing that from Day One. The acquisition process (CAM—customer acquisition management) should be no different from the CRM that you’re probably already practicing: an affirmation that your brand cares about its customers. Start the way you mean to continue, look at your new customers differently, and you will experience success.