How Does Online Customer Acquisition Work?
When parsing out the phases of online customer acquisition , marketers often refer to a funnel. Starting at the top of the funnel, the following steps are ways to move through leads, prospective customers, and, finally, purchasers. Awareness (Top Funnel) During the awareness phase of customer acquisition, a business owner advertises and networks its services to a target audience. For example, a seller of kitchen utensils might want to target older people who live in an area where people have a lot of kitchen space, such as the Midwest. Honing in on a target audience will help a business owner find their ideal customers and create awareness. Consideration (Middle Funnel) Customers who go through the awareness phase have shown interest, but haven’t purchased a product yet. They may have shared an email through the company website, for example, or inquired about a service through the company chatbot system. At this point, they’re in the consideration phase, and your...