How To Catch and Keep Attention (Customer Acquisition vs Retention)
You’ve set up your services or products and fleshed out your target market.
Now for the exciting part: to show the masses your hard work.
However, the way you approach your audience depends on whether they’re already familiar with your business or not. Think of it this way, you wouldn’t speak to a long-time friend in the same way as a new acquaintance.
Getting your tone right sets the relationship off on the right foot. Before launching your campaign or shooting out a newsletter, here’s what you need to consider.
Acquisition vs Retention – The Basics
Customer acquisition and retention are marketing jargon terms.
But don’t discount them. They basically describe getting new customers (acquisition) and keeping them loyal (retention).
While acquisition grows your customer base, retention helps maintain and strengthen it, making sure people stick with you or your products after the initial sales hook.
It’s good practice to focus on both tactics, but sometimes you might lean more heavily on either side. Here’s how to make content that ticks these boxes.
What To Focus on When Reaching New Customers
If you have no customers, you have no business. This should be a starting point for all entrepreneurs and marketing teams.
Acquisition drives growth, market expansion, creates competitive pressure, and most importantly, makes stakeholders happy. So, when it comes to SEO content and copy, you need to make it very clear what your business does and how it can solve your audience’s problems.
But here’s the kicker—you need to remember your audience doesn’t necessarily care about your business. They’re more interested in how you can make their life easier.
What sounds stronger?
“We offer a software solution that improves your admin workflow and integrates with your data portal.”
“Easier and faster admin without overhauling your data system.”
The second focuses on the value you’ll bring to a customer’s everyday life, and shows how this can in turn boost their business. It also uses the point language so no time is wasted. But of course, you’ll want to tailor your copy to your brand’s voice.
And for SEO? Using the right SEO keywords in your content can help your website climb the Google ranks and connect you with the right searchers.
Of course, this doesn’t happen overnight. But aligning your content with SEO best practices will always benefit you when it comes to organic search traffic and tapping into new markets.
How To Keep Current Customers Loyal
If you’ve built a customer base, keeping them loyal with customer retention techniques is more important than ever—especially now that you’ve done the hard part.
Customer retention helps you build predictable revenue, improve brand advocacy, and receive genuine feedback from engaged users.
So, how do you keep your customers coming back after the first sale?
Newsletters, regular blogs, and social media posts are the best ways to ensure your visibility and communicate with your customers. You may even want to shoot out existing customer deals to thank them for their loyalty.
Blogs, in particular, are powerful resources, as they can address the common pain points of new and returning customers. Remember, updates on your business are good, but even the most loyal readers always prefer to know how you can help them!
Putting The Plan Into Action
Balancing acquisition and retention can feel like juggling, but tending to both is the best way forward.
And if you can’t? Aim to catch new clients when starting your business, launching a new product, or in a competitive market. Focus on retaining loyal customers if you’re on a budget, have a stable customer base, or if the economy is a little stagnant.
Content is at the core of catching your audience’s attention.
Are you sending the right message?
