CUSTOMER AQUISITION
Targeting Customers with the Right Channels
Written & peer reviewed by Darkroom leardership
Targeting Customers with the Right Channels
While it may seem like there is one specific channel to find your customers, omni-channel strategies show it’s more complex. Omni-channel strategies (integrated across multiple channels) are often extremely important to the overall success of customer acquisition strategies. Paid media efforts are maximized by retention, and vice versa.
Additionally, if SDRs are key for customer acquisition, how can omni-channel strategies optimize your lead generation? Is that SEO? Is it Google Ads? No matter what industry you are in having a multi-channel strategy that builds your top-of-funnel audiences and closes your bottom-funnel users is key to success in customer acquisition.
With that said, what channels should you look into when building your customer acquisition strategy? Below is a list of channels that can help dramatically improve your results:
1. Paid Media
This consists of Google Ads, Meta Ads, TikTok Ads, and any other channel that requires you to pay for a media placement across some sort of search, social or programmatic channel.
The foundation of most company’s paid media mix will be Google and Meta.
2. Retention Marketing Channels
This will be split into two areas:
Email Marketing: leverages email lists to send relevant emails to users or past customers based on their actions on site.
SMS: leverages phone numbers to send text updates and offers to entice users to make a purchase.
Most early-stage brands use one platform for both channels, such as Klaviyo. Many later-stage brands maximize for more nuances such as the “deliverability” of SMS messages, and choose to use a combination of platforms, such as Postscript, Attentive, or Sendlane.
3. SEO
A great acquisition channel that requires optimizing your website to get priority placement for search queries your users are likely searching for. This tactic is a slower burn but pays off dividends with consistent effort.
4. Public Relations
It is impossible to underestimate the power of press and getting your business mentioned in top publications can dramatically improve your customer acquisition efforts as your audience will feel a greater sense of trust with your brand.
Frequently Asked Questions
Is there one best channel for acquiring customers?
No. Omni-channel strategies integrated across multiple channels are usually important to acquisition success, because paid media efforts are maximized by retention and vice versa. A multi-channel approach that builds top-of-funnel audiences and closes bottom-funnel users is key.
Which channels typically form the foundation of a paid media mix?
For most companies, the paid media foundation is Google and Meta, alongside other channels like TikTok Ads and other search, social, or programmatic placements you pay for.
What's the difference between email and SMS in retention marketing?
Email marketing uses email lists to send relevant messages based on on-site actions, while SMS uses phone numbers to send text updates and offers. Early-stage brands often run both on one platform like Klaviyo, while later-stage brands may combine tools such as Postscript, Attentive, or Sendlane for nuances like SMS deliverability.
How do SEO and PR contribute to customer acquisition?
SEO optimizes your site for priority placement on relevant search queries; it's a slower burn that pays dividends with consistent effort. Public relations builds trust, since being mentioned in top publications can meaningfully improve acquisition.
