Find New Eyes, Unlock True Growth: How to Drive New Business with Incremental Customers

Are you looking to supercharge your customer acquisition through paid search? If so, it's crucial to understand a key concept: Incremental Customers. Today, we’ll break down what this term means, and more importantly, how you can use it to fuel true business growth.

What Are Incremental Customers?

In the world of marketing, particularly paid search, you need a strategy that doesn’t just recycle the same pool of customers, but one that brings in new prospects. Without such a strategy, paid search can quickly cannibalize your marketing dollars. This is where incremental customers come into play.

Incremental customers are those additional customers acquired through specific efforts that wouldn’t have been captured through your usual methods. They represent new business—genuine growth—without diverting revenue from your core market. By focusing on attracting these customers, you can ensure that your campaigns lead to real expansion rather than shuffling dollars between marketing channels.

The Importance of Incrementality in Modern Marketing

With the rise of performance-driven marketing and advanced analytics, businesses have become laser-focused on measuring the ROI (return on investment) of their efforts. As a result, the concept of incrementality—measuring the additional benefit of new marketing initiatives—has gained prominence. Marketers needed a term that describes the extra value they were generating, and that’s how incremental customers came to be a key metric for success.

By identifying and acquiring these customers, businesses can finally quantify the effectiveness of their campaigns. Now, they are able to see the added revenue that comes from reaching new segments, rather than just counting existing or organic growth.

Incremental Customers in B2B

In the B2B space, acquiring incremental customers may involve expanding into new industries, tapping into previously unreached segments, or using new channels to capture business. For instance, a 24/7 call center allows companies to secure after-hours sales, bringing in clients they might have missed with limited operating hours. This kind of incremental growth broadens a business’s customer base and maximizes opportunities for revenue.

The Importance of Visibility in the Buyer’s Journey

Visibility is another crucial factor when acquiring incremental customers. Today’s buyers are more informed than ever, often consulting an average of 5.5 websites before making a purchase decision. Being visible during this mid-funnel research phase can make all the difference.

By appearing on comparison sites and other key platforms during the decision-making process—not just in top-level search results—you can significantly boost your chances of being selected. In fact, discovering a brand during the shopping phase has a 3.4x multiplier effect on the likelihood to buy.

To truly unlock growth, businesses must go beyond standard marketing practices and actively seek out incremental customers. These customers represent new revenue streams, untapped markets, and an opportunity to expand your brand’s reach. Whether through targeted personalization, increased visibility, or innovative customer acquisition strategies, the key is to continually measure and adapt your efforts to capture new prospects.?

With the right approach, incremental customers can be the driving force behind your next wave of business growth.