15 Business Leaders Share Their Best Tips For Improving Customer Acquisition


The longer a business operates, the more it has to focus on acquiring new customers to drive sustained growth. That means leaders must be open to making changes as needed for the sake of customers, whose needs can (and often do) change over time. Without focusing on this critical piece, companies may not only fail to bring in new customers but struggle to keep their current ones.

Fortunately, there are plenty of ways new and established businesses alike can improve customer acquisition. Below, the members of Forbes Business Council shared their top 15 strategies to attract and retain a loyal audience, no matter how long a company has been in the market.

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1. Stay Committed To Who You Are

It’s critical the organization remains committed to who they are, whether that’s a premium position or a value position. You can’t please everyone, nor should you even try to appeal to everyone. Stay focused on acquiring customers who value your products. They’re the ones who’ll be with you for a long time. – Brian Fugere, symplr

2. Renew The Team

The worst thing that can happen to a company is no change. That is what leads to degradation and disappearance. The team must be renewed. A new person with experience from other companies or from other sectors can bring a new fresh perspective—which, in the process of working with experienced team members, will give impetus for the next stage of development. – Andrey Kovalev, BusinessInvitee Consulting Group


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3. Show A Willingness To Adapt

Showcase that you’re not stale or stuck in your ways. Showcase a willingness to adapt and evolve to meet changing needs and demands. Whether you’re a startup or an established business, we all have to commit to listening, evolving and meeting our customers where they are. – Laura Silver, Blue Door Communications

4. Always Keep Things Fresh

The key to a successful customer acquisition plan is always keeping things fresh. I accomplish this with a combination of highly targeted advertising, developing business partnerships in my local community that could greatly benefit my customer base and offer them value. Of course, this also includes being timely with responding to reviews in a professional and upbeat manner. – Tevin Jackson, Stellar Service Group

5. Leverage Marketing Data

Many healthcare professionals are resistant to change but they can often overcome their concerns with data. The most successful healthcare organizations have realized that if they want to accelerate patient acquisition, they need to leverage trackable, digital marketing efforts. Then, they’ll be able to make data-driven decisions to increase marketing spend on the channels that generate the most new patients. – Ty Allen, SocialClimb

6. Optimize The Acquisition Process

Relook at the acquisition process. Work on minimizing friction in the customer’s journey, from the moment they spot your product until they finally subscribe to it. Implement this across your marketing channels, especially ones that work, so closure rates of leads generally increase. Get other customers to write testimonials on their smooth journey and transition. – Saravana Kumar, Kovai.co

7. Start With A Strategic Objective

Have a strategic objective, understand customer acquisition cost (CAC) and customer lifetime value (CLV) to optimize resources. In a nutshell, acquire the right customers to drive the return on investment (ROI). – Michael Ede, Uplift11 Sports

8. Prioritize Personalization

Remember always that customers are more than potential income—they are humans who wish to be acknowledged as such. Dedicate as much time to personalization as possible by engaging on social platforms (including responding to comments and reviews), offering sign-on bonuses for clients to refer others and providing good old-fashioned face-to-face interactions in tandem to create a stream of new customers – Chris Gerlach, Synergy Life Science

9. Listen To The Market

Listen to your customers and market. Sometimes it’s not always about how great your product or service is, it’s about what the market and consumers want. We need to give them what they are asking. If you think your green sweater is the best in the market but everyone thinks maroon is “in,” swallow your pride and get some maroon sweaters. The market determines your business forecast. – Saye Sathiyakumar, Power Staffing Solutions

10. Build An Excellent Reputation

The best way to improve customer acquisition is to ensure that your business has an excellent reputation. This means that you have a business that is trustworthy, reliable and delivers great customer service. People will be more likely to become customers of a business that has a good reputation. – Matthew Ramirez, Rephrasely

11. Update Your Brand With Your Offerings

As my advising offers evolve, so too does my website and LinkedIn. As my clients grow, so too does my branding and content. The longer a business operates, the more likely a website refresh or storytelling upgrade is necessary. There is nothing worse than being interested in a company and going to check out its services, only to find an outdated vibe. Stay current with your offers to evolve. – Beth Jannery, Titan

12. Give Continuous Value

Create video marketing content to aid in informing your audience of what your business can do and how you can help them. Continuously giving value to your audience (offline and online) will create a ripple effect in your business. – Lane Kawaoka, SimplePassiveCashflow.com

13. Nurture Your Current Customers

Your current customers are your way to attract new customers. This is why my best tip is to continue nurturing your current customers by providing excellent customer service, listening to their feedback and improving your services. You can then ask them for referrals and create a referral program to provide benefits to those who will be bringing in new customers to your business. – Pavel Stepanov, Virtudesk

14. Align Acquisition Strategy To Resources

You need to understand how much it costs to acquire your customers and how this compares to their lifetime value. With these data points, you can strategically decide how much time and effort to put into each type of customer interaction. The more you can refine and align your customer acquisition strategy with the proper resources and talent, the more you can accurately scale it up. – Salvador Ordorica, The Spanish Group LLC

15. Conduct A SWOT Analysis

Everyone will have an opinion on how your business should operate and I recommend you listen to all suggestions. You never know what ideas you will come up with from other people’s advice. With that being said, not all ideas are going to improve your customer acquisition. First, conduct a SWOT analysis of the best ideas to identify strengths, weaknesses, opportunities and threats. Then, find ways to implement the best parts of ideas. Make small changes and see how that affects your operations. – Udi Dorner, SetSchedule



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