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October 20, 2022

Turning Niche Content Into A Customer Acquisition Channel

Content is a razor sharp tool that can be used with precision for solid customer acquisition channels at scale, besides raising brand awareness and overall sentiment around your products & services. The following list is not a comprehensive one - pick a handful that works for you and your niche, and start turning your followers into customers.

Most marketers worth their salt would agree that content is the atomic particle of marketing. But the bazillion dollar question is, are you churning out content for the heck of it, or is it actually helping drive sales?

Content is a razor sharp tool that can be used with precision for solid customer acquisition channels at scale, besides raising brand awareness and overall sentiment around your products & services. The following list is not a comprehensive one - pick a handful that works for you and your niche, and start turning your followers into customers.

With that, here are 10 tried-and-tested customer acquisition tactics using relevant niche content:

  1. Create an SEO-optimized Help Section based on customer search queries and keep updating it regularly to improve your ‘freshness’ on Google — an SEO ranking factor. This can get you free traffic.
  1. Create a FREE giveaway (i.e. lead magnet) that captures emails which get funnel into your business CRM. Nurture these initial leads with 5-7 pieces of useful content before you make a sales call.

This Facebook ad from Growth School gives a twist to the traditional format by promoting a lead magnet. This way, the brand’s target audience doesn’t feel they are being sold to, and are more likely to enter the sales funnel.
  1. Use ad analytics to keep improving the web content on the landing page your paid ad clicks lead to. This way, it will encourage more users to become transacting users. 
  1. Encourage your social media followers to create user-generated content (UGC) that can later be repurposed for customer acquisition.
During the COVID-19 lockdown, Swiggy-owned dining out and restaurant tech platform, Dineout was receiving zero business (naturally!). However, it found a way to land top-of-the-mind recall for foodies across India with the country’s first virtual cookoff - the Dineout Home Masterchef Contest!

This first-of-its-kind cooking contest saw over 60,000 home-cooked dishes and recipes being submitted, which gave Dineout’s social media team fodder for months. Both newbies and foodies with experienced culinary skills joined in the mega cook-off to make the most of the opportunity and win exciting prizes from Dineout.

  1. Write a blog on another website with a solid CTA to a landing page. This would be a great way to increase your domain rank and expand your brand’s reach.
  1. Segment your mailing list subscribers based on their interest in topics (judge it by their open rates). Use these segments to target them with more specific customer acquisition funnels.
  1. Amplify positive comments on social media, and supply your affiliates with highly-customizable content templates that they can use to entice their audiences to your platform
  1. The media is resistant to pushy sales pitches disguised as narratives. Instead, pitch stories that have a high affinity to your products & services. This can earn your brand free press — and consequently free customers.
Notice how this Forbes India article is helping evangelize the fintech brand’s ambition of going beyond payments. This creates hype and consumer interest for future product announcements.

  1. Create a solid bridge of communication between marketing & sales. Create personalized pitch decks for your sales team based on the target audience.
  1. In a B2B setting, print out lead magnets, case studies, brand them well, get these assets professionally printed and share with top prospects so they can carry your brand with them.

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