Last modification on July 18, 2021 by Loïc Frissard
Attracting your target sometimes requires implementing several acquisition strategies which are often complementary. In order to choose the best levers to promote your services or products, here are the different avenues available to you.
Social networks
To prospect potential customers, nothing is more effective than using social networks. A large number of brands use the popularity of these various exchange platforms to promote their sites. The marketing effectiveness of social networks rivals the finest strategies. Indeed, this digital form of the word-of-mouth concept exponentially multiplies the number of prospects with just one click.
The success of acquiring traffic through social networks is essentially based on two conceptual factors: the element of attraction and engagement.
First, it is essential to adopt an effective method to attract the attention of future customers. It is not obligatory that the element of attraction be related to the activity of the site. The main thing is that Internet users share it. By sharing the content, the Internet user also shares the site. To do this, simply choose a clearly visible and accessible sharing icon.
Then, in order to create a relationship of trust with potential customers, it is important to be able to offer engaging and original content through the publications posted while ensuring adaptation to the social network used.
Natural referencing / SEO
One of the best ways to improve visibility on the Internet undoubtedly remains natural referencing or SEO (Search Engine Optimization). This marketing strategy consists of attracting Internet users to a site, a blog or an online store through the keywords searched by Internet users. The question then is how can a good SEO consultant improve traffic?
Web content is becoming more and more important and consumers have an infinite number of sites to choose from. It is then appropriate to implement an SEO strategy, analyze the competition and derive an SEO solution that meets the needs of visitors.
To be among the first to be chosen and place at the top of search engine lists, it is essential to optimize the SEO of your site. To do this, you must write quality content that meets a search intention without forgetting to set up backlinks to your site. If you lack experience in this area, then it may be a good idea to look for an expert in the SEO directory.
Paid SEO / SEA
Paid SEO also works with the use of keywords but this time on a paid basis. When a search engine presents the results of a query, the first proposals displayed are often from sponsored campaigns which are distinguished from other natural results.
SEA (Search Engine Advertising) also uses very specific keywords, provided by search engines. These keywords are established according to Internet users’ requests which must be identified by carrying out a study and using specific tools.
For a nascent site, SEA is the best solution to increase traffic during the first months. Then, it can be replaced by SEO in the long term or even work as a complement.
Emailing
Setting up a good email campaign allows you to acquire traffic as well as optimize your conversion rate.
Email can thus be used during prospecting campaigns. However, the content must be personalized and of high quality to perfectly meet the needs of the targets. The prospecting email can be adopted for B2C and B2B campaigns.
This marketing tool also gives future customers the opportunity to discover the company’s offering in detail. With a well-kept design and personalized content, emailing can convince the Internet user to find out more or visit the site. In general, more than half of targets agree to open their email inbox and read the content of the advertisement. On average, nearly 5% feel attracted to the campaign and want to discover the company and its services.
Marketplaces
Marketplaces are much more than just online stores. They are among the most important levers for boosting traffic and making yourself known. Many companies opt for this marketing solution because it is the main meeting place for Internet users. Whether they decide to order a specific product or need a particular service, marketplaces are ideal acquisition levers.
The advantage of using marketplaces is to be able to benefit from the power of their marketing strategy. By being one of its partners, the company automatically optimizes its traffic and benefits from good SEO.
Affiliation
Affiliation is becoming more and more widespread in the field of e-commerce and online services. This concept works on a principle of partnership. Concretely, when an Internet user visits a site, the latter presents him, on a small window, with the services of one or more other sites. In this perspective, there is the advertiser and the publisher.
Currently, there are a good number of platforms that act as intermediaries such as CJ affiliate, Awin or Tradedoubler. Affiliation can be seen as a very effective solution for improving the visibility of a site. However, its success depends mainly on the notoriety of the advertising site. As popularity is very unstable on the Internet, it is possible that the number of visits to the advertising site evolves differently from estimates. Thus, you must choose the reliable advertising site before entering into a partnership.
Regarding the advertising rate, the terms of the commissions are entirely based on a mutual agreement between the two brands. Most partnerships are paid per sale or per visit.
In conclusion
To gain your place in a niche or more competitive market, it is important to diversify the different traffic acquisition channels. Depending on your sector and your targets, you will realize that certain levers perhaps work better than others but you should test some of the options mentioned above. Now, it’s your turn to play !
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