Customer acquisition is the process of finding new customers or prospects and convincing them to purchase a company’s product or service. A customer acquisition strategy is a set of tactics that a company employs to find potential customers and convince them to buy their products. These strategies can be categorized into two broad types: inbound marketing and outbound marketing. Inbound marketing strategies are focused on attracting potential customers through channels such as search engines, social media, blogs, email newsletters etc. Outbound marketing strategies are focused on reaching out to potential customers through channels such as advertising, public relations, publicity etc.