How to Improve Your Customer Acquisition Strategy in 2021

With a new year comes a renewed commitment to your business and your customers. You should be equally committed to acquiring new customers, which ensures your business continues to thrive for many years to come.

While vaccine development is definitely inspiring, rollout is likely to take months or longer. As a result, business owners will be dealing with the same challenges in 2021 as they were for most of 2020. The impact of coronavirus on the finances of consumers also makes new customer acquisition much more challenging. Here are a few steps you can take to improve your strategy in the new year.

Modify Your Marketing Approach

There’s a very good reason why many marketers have adopted a more somber, compassionate tone when appealing to consumers. The COVID-19 pandemic has changed the way people work and live, but it’s also changed what people value. Overly promotional advertising that touts the merits of your goods and services, but doesn’t acknowledge the struggles of your customers, will be ineffective. It may also turn off consumers permanently.

Highlight the ways your business is making life easier. Also, touch upon how you’re taking their health and safety into account. If you still operate a physical location, make sure customers know what you’re doing when it comes to cleaning and sanitation. You can also make an emotional appeal to consumers using unifying, sympathetic language.

Make It Easier for Consumers to Do Business with You

Many people prefer interacting with businesses online these days. Even if your physical location is still open for business, you probably have fewer customers coming in each day. Providing consumers more options will entice them to do business with you, both now and in the future.

If you provide professional services, set up online methods for payment and reservations. If you run a restaurant, offer takeout and to-go items, complete with curbside pickup. If you sell products, establish an e-commerce site so consumers can easily order goods and have them delivered to their home. Creating a mobile application is also beneficial to many businesses, as most smartphone users prefer interacting with businesses through apps as opposed to mobile websites.  

Re-Allocate Funds to Online Marketing

While it’s definitely a good thing to have a diversified marketing approach, keep in mind how the pandemic has changed the lives of consumers. Many people are now working from home, so they’re not commuting to and from a workplace each day. That renders radio ads and billboards far less effective. Print ads in newspapers and magazines also have even less of an impact than they did previously.

You can also diversify your online marketing approach to reach as many consumers as possible. In addition to your website and social media platforms, consider including email marketing in the mix. If you have special skills and knowledge related to your business, a podcast or webinar to provide can provide valuable information to consumers. The more avenues you pursue, the more people you’ll reach.

Here at, we’re very familiar with the challenges our clients have faced since the coronavirus pandemic begun. We’re always available to discuss your marketing strategy to ensure it continues to meet your needs. If you have questions, don’t hesitate to reach out to us.