Client acquisition refers to the process of obtaining new clients or customers for a business. It is a crucial aspect of business growth and involves finding and persuading prospective customers to buy a product or service in a measurable and repeatable way. The purpose of client acquisition is to help a company earn more business, using the power of different teams, channels, and strategies.

Client acquisition strategies involve attracting leads, nurturing them until they become sales-ready, and converting them into customers. The overall cost of these steps is referred to as the customer acquisition cost (CAC) . Businesses can manage their expenses, see their growth, predict their future moves, and expand if the business allows by calculating CAC.

There are various methods for calculating CAC, including a simple method that divides the total marketing costs to acquire new customers by the total number of customers acquired in a defined period, and a complex method that includes sales and marketing wages, software costs for sales and marketing, all additional professional services such as designers, consultants, etc., as well as other overhead costs.

Client acquisition channels are the tools a business uses to connect with potential and existing customers. These channels are used to bring many of the customer acquisition strategies above to life, and they can be used at all stages of the customer journey. Popular client acquisition channels include a companys website, blog, email marketing, events, organic social media, paid ads, customer support, and referrals.