What is Customer Acquisition?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 1, 2023

3 minutes

Customer Experience

Customer acquisition refers to the process of attracting and converting potential customers into paying customers. It is a fundamental aspect of any business strategy and plays a crucial role in the growth and success of a company. Customer acquisition involves various marketing and sales techniques to build brand awareness, generate leads, and ultimately convert those leads into loyal customers.


Here are a few examples to help you understand customer acquisition better:

  1. Online Advertising: Companies often use online advertising platforms like Google Ads or social media ads to reach a wider audience and attract potential customers to their website or online store.

  2. Content Marketing: Creating valuable and informative content such as blog posts, videos, or podcasts helps businesses establish their expertise and attract potential customers who are searching for relevant information.

  3. Referral Programs: Encouraging existing customers to refer their friends or family members to the business can be an effective way to acquire new customers. Offering incentives or rewards to both the referrer and the referred person can increase the success of referral programs.


Customer acquisition is vital for the growth and sustainability of a business. Here's why it holds such significance:

  1. Revenue Generation: Acquiring new customers directly translates into increased sales and revenue for the business. Without a steady stream of new customers, a company may struggle to grow and compete in the market.

  2. Expanding Customer Base: Acquiring new customers allows a business to expand its customer base, which in turn increases brand awareness and market penetration. A larger customer base also provides opportunities for cross-selling and upselling.

  3. Mitigating Churn: Customer acquisition helps offset customer churn, which refers to the loss of existing customers. By continuously acquiring new customers, businesses can maintain a healthy customer base even if some customers decide to stop using their products or services.

How to Use Customer Acquisition

To effectively use customer acquisition strategies, consider the following steps:

  1. Identify Target Audience: Understand your target audience and their needs. Conduct market research to determine who your potential customers are, where they can be found, and what channels to use to reach them.

  2. Craft Compelling Messages: Develop persuasive marketing messages and value propositions that resonate with your target audience. Clearly communicate the benefits and unique selling points of your products or services.

  3. Choose the Right Channels: Determine the most appropriate channels to reach your target audience. This could include social media platforms, search engine marketing, content marketing, email marketing, or traditional advertising channels.

  4. Implement Tracking and Analytics: Utilize tracking tools and analytics to measure the effectiveness of your customer acquisition efforts. Monitor metrics such as website traffic, conversion rates, and customer acquisition cost to optimize your strategies.

  5. Continuously Optimize: Regularly review and refine your customer acquisition strategies based on the data and insights you gather. Experiment with different approaches, channels, and messaging to find what works best for your business.

Useful Tips

Consider these additional tips to enhance your customer acquisition efforts:

  • Build a Strong Online Presence: Invest in a user-friendly website, optimize it for search engines, and maintain active social media profiles. A strong online presence makes it easier for potential customers to find and engage with your business.

  • Leverage Customer Testimonials: Positive customer reviews and testimonials can have a significant impact on customer acquisition. Encourage satisfied customers to share their experiences and leverage these testimonials in your marketing materials.

  • Provide Exceptional Customer Service: Delivering exceptional customer service not only helps retain existing customers but also increases the chances of acquiring new ones. Positive word-of-mouth from satisfied customers can be a powerful customer acquisition tool.

  • Offer Free Trials or Samples: Providing free trials or samples of your products or services can entice potential customers to try them out. This can be an effective way to showcase your offerings and convert prospects into paying customers.


Customer acquisition refers to the process of attracting and converting new customers for a business.
Customer acquisition is important because it helps businesses expand their customer base and increase revenue.
Some customer acquisition strategies include online advertising, content marketing, social media marketing, and referral programs.
Businesses can measure customer acquisition by tracking metrics such as the number of new customers, cost per acquisition, and conversion rates.
Customer acquisition focuses on acquiring new customers, while customer retention focuses on keeping existing customers and encouraging repeat purchases.
The time it takes for customer acquisition can vary depending on factors such as the industry, target audience, and marketing strategies employed.
Customer acquisition cost is the amount of money a business spends to acquire a new customer, including marketing and advertising expenses.
Businesses can improve customer acquisition by understanding their target audience, optimizing their marketing campaigns, providing exceptional customer experiences, and leveraging customer referrals.
Customer acquisition plays a crucial role in business growth by expanding the customer base, increasing revenue, and fostering brand loyalty.
While customer acquisition is essential for business growth, some risks include high acquisition costs, attracting the wrong target audience, and failing to deliver on customer expectations.

Article by

Ruben Buijs

Ruben, the founder of Boei, leverages over a decade of consultancy experience at Ernst & Young to optimize lead generation. Boei specializes in converting website visitors into qualified leads. Outside of work, Ruben is passionate about crossfit and enjoys gaming occasionally.

Table of contents

  1. Examples
  2. Importance
  3. How to Use Customer Acquisition
  4. Useful Tips
  5. Related Terms

Turn more website visitors into sales with no-code lead widgets

Get for free

Create your first Boei widget now

Get 20% more conversations and turn them into customers easily.
You don't need take our word for it, just try for free!



Trusted by 10,000+ businesses

Quick 5-min, no code setup

Jordi Ibrahim Dan Renaat Fran Nitesh