Free customer acquisition in 2024: proven methods for businesses

In 2024, businesses can use several low-cost or free methods to broaden their audience without major advertising spending.

1. Specialist articles, not just blogging

Publishing articles on specialist sites is an established acquisition method. In 2024, the priority is a coherent content marketing strategy rather than simply maintaining a blog.

Select platforms carefully:

• Use SpyMetrics to examine site traffic and audience indicators.
• Choose relevant sources with real traffic.
• Publish on credible, relevant platforms.

Create original, useful content:

• Write to solve audience problems.
• Use informative headings and supporting visuals.
• Optimise useful material for search discovery.

Promoting published content:

• Share articles in relevant communities.
• Notify subscribers about new publications.
• Contribute usefully to relevant discussions.

2. Chats: value instead of spam

Participate helpfully in relevant chats without spam.

Find relevant chats:

• Join relevant customer communities.
• Read community rules first.
• Participate and share useful expertise.

Answer audience questions:

• Demonstrate expertise by helping.
• Offer services without pressure.
• Keep communication respectful.

Use chatbots:

• Automate frequently asked questions.
• Use a bot for prospect contact details.
• Personalise appropriate messages by name.

3. Be visible on maps

Map listings are a practical way to improve local discovery.

Platforms to use:

1. Google My Business: a leading service for detailed company profiles, photos, reviews and contacts.
2. Yandex Maps: another service popular in Russia and the CIS.
3. 2GIS: detailed maps with panoramas and business information.
4. Apple Maps: Apple's built-in map service.
5. Waze: a navigation app with business listings.
6. ZOON: A local business service in Russia and the CIS.

Completing a business listing:

1. Register and create a profile:

• Register with your chosen map service.
• Complete company name, location, contact details, hours and category.

2. Add photos and videos:

• Show your workplace, team and products.
• Add videos presenting the company.

3. Describe your business:

• Write a short, useful company description.
• Explain products and distinctive benefits.

4. Add links:

• Add website and social links.

5. Collect reviews:

• Encourage genuine customer reviews.
• Respond to positive and negative reviews.

6. Use additional features:

• Maps can also show menus, offers and events.
• Use these features to improve your profile.

Google My Business supports offers, news and customer questions on maps.

Example:

A cafe can attract nearby searchers through complete map listings, interior and food photos, prompt answers and thoughtful review responses.

7. Verify your business:

• Some map services verify businesses.
• Improves profile trust and visibility.

8. Update information regularly:

• Keep listing details current.
• Update hours, contacts and photos.

Remember:

Complete profiles improve discovery opportunities.
Complete profiles and supporting media.
Keep profile information current.

Combine free acquisition methods with other marketing tools and consistent effort.

More free acquisition ideas

Analyse results:

• Use free analytics tools: Google Analytics and Yandex Metrica measure traffic, campaigns and behaviour.
• Analyse the data: Use evidence to improve acquisition methods.

Be creative:

• Experiment with new approaches: Keep testing ideas to find what works for your business.
• Follow trends: Follow new tools and platforms relevant to your audience.

Collaborate with other businesses:

• Find mutually beneficial partnerships: Partner with complementary businesses through joint promotions.
• Attend industry events: Events and conferences offer opportunities to meet clients and partners.

These methods can support acquisition with little or no advertising expenditure.