It is not always easy for a company to know which acquisition lever to use to generate more traffic to its site, to convert prospects into customers, and to optimize its investments. There are today a wide range of canals available, each with its advantages, disadvantages and peculiarities. Here are the top 7 we wanted to mention here.
What is an acquisition channel?
The acquisition refers to attracting, acquiring new visitors and customers on a website or app. For this, you have to use acquisition channels that will make it possible to generate online traffic.
The 7 main channels to acquire web traffic
#1 Marketing email
The Emailing consists of sending emails to prospects / customers who have agreed to this, with the aim of promoting a product or service and generating sales. It can be a promotional email, transactional email, or automated email related to the customer’s life cycle.
Email marketing is an effective channel for developing the activity of a site, to transform prospects in clients, and to retain customers already acquired. A well-conducted emailing campaign offers an excellent conversion rate, fast results, does not require too much investment, and offers an excellent return on investment. However, emailing is long and rigorous to set up, and requires the use of specific software.
#2 Social networks
Regarding the social networks (Facebook, Instagram, Twitter, Pinterest, LinkedIn, YouTube, etc.), we distinguish the free organic traffic on one side and the advertisements / paying ads on the other. Organic traffic is interesting for companies wishing to share content, develop and strengthen their brand image. Paying traffic requires a very significant budget, but offers a much better visibility, an increase in traffic and a rise in the conversion rate.
If they are relevant to the brand, social networks are a very effective acquisition channel, fast to put in place, to generate a lot of visits. On the other hand, they require patience in terms of profitability and require a minimum of content as well as regular publications.
#3 Natural Search Engine Optimization (SEO)
Today essential, the SEO (Search Engine Optimization) allows the site of a company to go out quickly and in a natural way in the results displayed when the Internet users type specific words in the engine bar of research. It includes creating content, links and site optimization.
A well optimized site offers an increased number of visitors as well as a constancy of long-term traffic. However, the SEO is a job that takes time to put in place, asking very specific skills, whose fruits will be harvested by the company only several months later.
#4 Content marketing
Often used in addition to SEO, the content marketing designates both the creation and dissemination by a brand of attractive, relevant content (blog articles, infographics, videos, purchase guides, etc.) on its site and its social networks. This organic method has the advantage of providing Internet users a real added value. For the company, it allows to generate traffic on its site through content broadcast on other channels, attracting and retaining its target audience. It is also an opportunity for her to position himself as an expert in his field with the public. On the other hand, the results are not immediate, but appear after several months.
#5 Online advertising
For example, the CPC for “Cost Per Click” is to charge a web advertising space to an advertiser only when a user clicks on its advertising. This paid channel offers excellent targeting, allows you to acquire more traffic and gain visibility, but can have a very high cost depending on the targeted keywords for queries.
#6 The blog
More and more common on brand sites with all kinds, the Blog is an acquisition channel that works very well for several reasons: it brings a high added value by producing interesting and varied content For readers, he creates a link, a communication between the brand and his audience, while leaving the usual sales framework. Thus, it increases the traffic and its quality on the site, it brings new visitors and converts some readers into customers. The blog also participates in referencing improvement.
To harvest all these benefits, it must be well-built, attractive and offer rich, relevant information based on the target audience. It therefore requires time as well as precise skills, including infographic and writing.
The Reference Marketing is a strategy that, in the same way that word, is to develop a company’s network through its existing customers, who will recommend it to their loved ones, but also to other Internet users. For that, they will talk about the mark in question and refer it to various sites and forums (excluding social networks and paying advertisements). Customers thus become the ambassadors of the brand.
This type of canal is advantageous on many points: it is free, it increases the reputation of the brand and its credibility, it allows attracting new customers, to generate traffic, it helps the good referencing of the site. In order to work, however, the recommendation comes from a site / a source related to the activity of the brand.
There are still several other interesting acquisition channels. The idea is not to use one or two, but rather to juggle several of them, to choose those that correspond to your objectives and the strategy put in place, to see those who work best and who generate the most traffic to your site.