Introduction
In this article, we take a look at how social media contributes to digital acquisition, through both paid and organic strategies.
What is digital acquisition?
By digital acquisition, we mean all actions taken by a company to attract new customers online. This includes various strategies and tools designed to generate qualified traffic on the company's website, or on its social platforms, with the aim of converting this traffic into sales or leads.
The importance of digital acquisition is undeniable for companies today. Not only does it extend brand visibility, it also reaches a targeted audience ready to interact and buy. Unlike traditional acquisition methods, digital strategies enable precise measurement of results, thanks to advanced analytical tools.
The main digital acquisition channels include:
- SEO (Search Engine Optimization): Search engine optimization to attract organic traffic.
- SEA (Search Engine Advertising): Paid search engine advertising.
- Social media: Paid and organic strategies for user engagement.
- Email marketing: Sending targeted email campaigns.
- Affiliates and influencers: collaborating with third parties to promote the brand.
The rise of social media
Social media has experienced phenomenal growth in recent years. According to Statista, more than 5 billion people are actively using Social media worldwide in 2024. This massive adoption has made social media essential for businesses looking to reach their target audience.
Why social media are essential for business
Social media offer several unique advantages:
- Community interaction: They enable direct dialogue with customers, fostering loyalty.
- Organic growth: High-quality content can spread rapidly, increasing brand awareness at no extra cost.
- Targeted advertising: Social platforms offer extremely precise targeting tools, enabling companies to reach their exact audience.
The main platforms for digital acquisition
Companies can leverage different platforms depending on their target audience:
- General social media: Meta, Snapchat, TikTok and Twitter are popular for reaching a wide audience.
- Professional social media: LinkedIn and Viadeo are preferred for B2B strategies.
- Visual social media: Instagram, Pinterest and Behance are ideal for brands that rely on visuals.
- Other platforms: Reddit, Quora and Discord offer engaged communities on specific themes.
Social media as a paid acquisition channel
Advertising campaigns on social media have become a key part of the social media acquisition strategy to attract new customers. A wide range of advertising formats are available, tailored to each company's marketing objectives:
- Native ads: Ads integrated into users' news feeds, offering them a less intrusive experience.
- Videos and stories: Short, engaging formats, perfect for capturing attention quickly.
- Carousels: Ads that present several products or visuals in a single publication.
Advantages of paid campaigns
Advertising campaigns on social media offer several advantages:
- Precise targeting: Thanks to demographic and behavioral information, users can be targeted with great precision.
- Measurable ROI: Companies can track the performance of their ads in real time.
- Controlled costs: Precise budgets can be defined, and campaigns can be adjusted according to results.
Case study: Car dealership
Eminence supported a car dealership in its acquisition strategy via Facebook Ads. Thanks to targeted advertising and engaging content, the brand succeeded in significantly increasing its qualified leads.
Organic acquisition via social media
In addition to paid advertising, organic acquisition via social media remains a powerful lever. The key lies in creating engaging, relevant content that naturally attracts a qualified audience.
Strategies for organic growth
- Contests and games: Encouraging users to enter to win prizes helps increase engagement.
- Collaborations with influencers: Working with influential personalities helps to reach a new and loyal audience.
- UGC (User Generated Content): Encouraging users to create content around the brand builds trust and engagement.
The importance of community management
Regular interaction with subscribers is crucial to maintaining engagement. Replying to comments, liking users' posts and being responsive to private messages improves the relationship with the community.
Case study: The J Club
Eminence worked with The J Club, an exclusive fitness center, to develop an organic social media strategy. By highlighting the customer experience through visual content, the brand succeeded in attracting a qualified and engaged clientele.
Data analysis in social network acquisition
Performance analysis is essential to maximize the results of a social media acquisition strategy. Analysis tools such as Facebook Insights, Instagram Analytics, or Twitter Analytics provide valuable data on campaign engagement, reach and conversion rates.
Importance of KPIs
- Engagement: Number of likes, shares and comments.
- Reach: Number of users who have seen the publication.
- Conversion rate: Percentage of visitors who complete a desired action (purchase, registration, etc.).
Ongoing campaign optimization is essential. By regularly analyzing data, companies can adjust their content and ads to improve performance.
The challenges of social network acquisition
We have identified three main challenges that arise when developing a social media strategy for acquisition:
Platform saturation
With the multiplication of content, it's becoming increasingly difficult for brands to stand out from the crowd. Creativity and authenticity are crucial to capturing attention.
Changing algorithms
Platforms regularly modify their algorithms, which can affect the organic reach of publications. Constant monitoring is required to adapt strategy accordingly.
Brand image management
Social media expose brands to instant reactions from users, whether positive or negative. Poor crisis management (bad buzz) can have disastrous consequences.
Integrating social media into an omnichannel strategy
Social media should not be used in isolation. They must be integrated into an omnichannel strategy, where all acquisition channels (SEO, SEA, email marketing, etc.) are coordinated to offer a fluid, coherent experience.
Examples of successful omnichannel strategies
- Link advertising campaigns to newsletters or specific promotions.
- Use social media to amplify SEO efforts by sharing optimized content.
Consistent messaging across all channels builds brand recognition and loyalty.
Trends to watch for in social network acquisition
The digital scene is evolving at exponential speed, notably with the emergence of new formats such as short videos and immersive content. Here are the main trends we've identified that will shape tomorrow's digital strategies:
- The rise of TikTok and short videos: With their engaging, interactive formats, TikTok and short videos have become powerful tools for acquisition.
- Integrated online stores and social marketplaces: More and more platforms, such as Instagram Shop or Facebook Marketplace, offer direct purchasing options, facilitating the customer journey.
- Impact of AI and augmented reality: AI and augmented reality are transforming user experiences on social media, with more interactive and personalized advertising.
- Authenticity and micro-influencers: Users are increasingly looking for authentic content, often promoted by micro-influencers, whose engagement is often higher than that of major celebrities.
Conclusion
In short, social media has established themselves as essential levers for digital acquisition, transforming the way companies interact with their potential customers. Through a combination of paid and organic strategies, as well as effective social media campaigns, brands can not only increase their visibility but also build authentic, lasting relationships with their audience.
At Eminence, our digital marketing expertise enables us to help companies optimize their presence on social media. We offer specialized paid social services, including the creation and management of social media campaigns on platforms such as Meta, Instagram, LinkedIn and TikTok. These campaigns are carefully designed to reach specific market segments, maximizing ROI and generating quality leads.
Let's define your goals together
These topics might interest you
