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Cos’è l’acquisizione clienti?

Scopri le fasi del processo di acquisizione dei clienti e come possono avvantaggiare la tua attività

Per customer acquisition si intende l’acquisizione dei clienti, ovvero la conversione di quelli che vengono definiti prospect – ossia potenziali clienti – in clienti veri e propri. Fondamentalmente, significa riuscire a vendere i tuoi prodotti e servizi a nuovi clienti.

Il focus del processo di acquisizione di un cliente è muovere il potenziale cliente attraverso il marketing funnel, partendo dalla consapevolezza del marchio. Le persone che puoi convertire in clienti sono molte e il viaggio del cliente è un processo molto interessante.

  • Estraneo

Il potenziale cliente è inizialmente un estraneo.

  • Visitatore

Il potenziale cliente sente parlare del tuo marchio e decide di visitare il tuo sito web.

  • Lead

Il potenziale cliente si trasforma in un lead.

  • Cliente

Il potenziale cliente decide di acquistare i tuoi prodotti o servizi.

  • Sostenitore

Il tuo cliente inizia a promuovere il tuo marchio attraverso il passaparola.

Quanto costa acquisire nuovi clienti

I modi in cui puoi acquisire clienti sono diversi, uno di essi è pagando una commissione. Molte aziende pagano per raggiungere nuovi clienti e questa strategia è chiamata Customer Acquisition Cost, letteralmente Costo di Acquisizione del Cliente, noto anche come CAC.

Una domanda che ogni investitore si pone prima di investire in un’azienda, è a quanto ammonta il suo costo di acquisizione dei clienti. Avere un CAC alto non è un buon indicatore perché mostra spese di marketing molto elevate. Puoi calcolare il tuo CAC sommando tutti i costi associati all’acquisizione di nuovi clienti e dividendo tale somma per il numero totale di clienti acquisiti.

Significa che se hai recentemente implementato una strategia di acquisizione clienti, pagando una certa somma di denaro, puoi calcolare il tuo CAC verificando effettivamente quanti clienti sei riuscito a guadagnare. Per esempio, se hai impostato un budget di 10.000€ per la tua strategia, guadagnando 100 nuovi clienti, il tuo CAC è di 100 Euro a cliente. Tieni presente che l’obiettivo è mantenere questo numero il più basso possibile.

Fasi dell’acquisizione clienti

Per ottenere maggiori informazioni sui tuoi potenziali clienti, dovresti analizzare i dati utilizzando strumenti come Google Analytics. Questo tipo di dati è molto prezioso, in quanto è un modo per proteggere i dettagli sulla demografia dei tuoi potenziali clienti. Ad esempio, è possibile ricevere un elenco di potenziali clienti in base a stile di vita, età, sesso e altri dati demografici.

Una volta che hai la tua lista, puoi indirizzare la strategia di marketing dell’acquisizione clienti in base ad essa. Naturalmente, puoi anche targettizzare prospect elevati o ridotti, dipende tutto da te.

È possibile utilizzare i modelli di acquisizione per determinare su quale tipo di prospect dovresti concentrare il tuo tempo e le tue energie.

  • Response

Qual è la probabilità che riceverai l’effetto desiderato e la risposta del prospect?

  • Revenue

Quali potrebbero essere le entrate provenienti dal potenziale cliente una volta diventato cliente? Tieni presente che tutti i tuoi prodotti, pacchetti e aggiornamenti sono in vendita. Compreranno un prodotto specifico o indifferentemente tutti i prodotti?

  • Quanto spesso

Ogni quanto tempo dovrai contattare quel prospect? Attraverso quali piattaforme? Telefono o email?

Ci sono molti modelli che puoi implementare per calcolare quanto ti costerà acquisire un cliente. Ma devi decidere e definire cosa intendi per acquisizione. Per esempio, è necessario che un prospect si trasformi in un cliente o è sufficiente che il prospect mostri interesse per un tuo prodotto o servizio?

La strategia di acquisizione di nuovi clienti

Ora che conosci i tuoi numeri e quanto ti costerà acquisire un nuovo cliente, passiamo alla strategia di acquisizione del cliente. Le strategie che puoi implementare non sono molte.

Referral

Una strategia di referral, è una strategia di riferimento, per esempio come quella utilizzata dalle aziende di food delivery. Puoi spingere i tuoi clienti a invitare i propri amici sulla tua piattaforma, così da ricevere un credito o uno sconto. Questa strategia è un ottimo modo per incoraggiare i clienti a promuovere il tuo marchio e il tuo business.

SEO

Lavora sull’ottimizzazione dei motori di ricerca. La SEO può aiutarti ad acquisire nuovi clienti. Come? Assicurandoti che il tuo sito web appaia in cima a una query di ricerca che un utente effettua sul motore di ricerca. Se egli nota il tuo sito web prima degli altri, c’è una possibilità notevole che acquisti un tuo prodotto e non quelli dei tuoi concorrenti.

Fedeltà del cliente

Dai indietro qualcosa ai clienti che sono stati fedeli con te. Molti grandi marchi hanno programmi di fidelizzazione dei clienti. Un buon programma di fidelizzazione dei clienti porta dei potenziali clienti ad acquistare un tuo prodotto o servizio invece dei prodotti concorrenti.

Content marketing

Il content marketing è un ottimo modo per acquisire nuovi clienti. Diffondi il tuo marchio attraverso i social media e assicurati che il tuo marchio abbia il riconoscimento che merita. Più persone riconoscono il tuo marchio, più clienti potrai acquisire. Puoi anche far conoscere il tuo marchio inviando email ai lead. Il content marketing può essere fatto con successo e senza spendere troppi soldi.

Per ottenere un seguito, crea account di social media e pubblica post interessanti e coinvolgenti ogni giorno.

Giveaways sulle piattaforme social

Offri i tuoi prodotti sui tuoi profili social. Per esempio, se hai un account Instagram con un seguito abbastanza importante, puoi organizzare un contest e regalare un prodotto. Implementando questa strategia, incoraggerai le persone a iscriversi per partecipare al concorso. Non solo aumenterai la consapevolezza verso il tuo marchio, ma avrai anche le informazioni di contatto (se le richiedi) che ti aiuteranno a trasformare questi lead in potenziali clienti.

Influencer

Al giorno d’oggi, gli influencer sono diventati una parte importante delle strategie di marketing dell’acquisizione clienti. Per esempio, se un influencer con un enorme seguito sui social promuove la tua attività, è probabile che ti porti molti nuovi clienti.

È molto simile al passaparola.

Recensioni

Chiedi a tutti i tuoi clienti soddisfatti dei tuoi prodotti e servizi di lasciare recensioni sul tuo sito web. Potresti involgliarli donando loro qualcosa in cambio, come uno sconto sul prossimo acquisto.

Le recensioni servono a dare una spinta ai potenziali clienti, diffondendo un senso di fiducia. Quando un potenziale cliente ha fiducia in te, è molto più facile per lui acquistare un tuo prodotto o servizio.