Articles on: Advices & News

Overview of acquisition channels in 2022,

Articles on : Tips & News

As an e-tailer, you know that there are many ways to attract consumers. However, knowing which lever is the most suitable is sometimes a real obstacle course. Don't worry, here we explain the most essential acquisition channels, how to use them, all with a few tips from the house!

Let's start from the beginning. Acquisition channels are used to bring prospects to your e-commerce site and, ultimately, to turn them into customers. This is an essential step for any e-commerce business. Lead acquisition is a way to increase awareness of your business, but also to increase sales. An e-commerce site that attracts leads also makes it more credible to potential partners or investors and shows the dynamism of your company.

In short, acquisition channels are practical tools that have many advantages. How can you make the most of them and how do you know which one to use? We explain with this overview of the best acquisition channels of 2022!

SEA for Search Engine Advertising is one of our favourites along with SEO. It is the strategy to be used in addition to SEO for an action field on search engines. SEA is a paid strategy, most often on the Google Ads platform, which is widely used by brands and agencies alike. When properly set up, this method provides a good return on investment (ROI) and visibility in the search results.

With your paid strategy, you will be able to stand out more easily and very quickly in the search results.

Good to know: This is also our speciality at Feedcast! Don't hesitate to ask us for advice

Unlike SEA, SEO (Search Engine Optimization) focuses on a non-paying strategy. SEO is one of the most important marketing levers as it helps to position a site on search engines such as Google, for example. The aim is to appear among the first results in order to be seen and to encourage traffic to your website. It is a time-consuming strategy, unlike SEA, which costs money, but the results are faster.

In SEO, you work on semantics, keywords, lexical field, you write a blog to generate more traffic, etc. It takes time and a bit of thought, but once the strategy is well executed, and in addition to a search engine optimisation strategy, you should quickly see positive results. In fact, we recommend about 60% organic strategy and 40% paid strategy at the most.

Content marketing focuses on publishing content such as blog posts, videos (podcasts, YouTube videos) or images. It is an opportunity to add value to your messages and attract a target audience with attractive and relevant visuals. You create a bond of trust with your prospects. And by combining a content marketing strategy with other channels such as social media, SEA and/or SEO, you can drastically boost traffic to your site and facilitate lead generation.

Do you have a large, qualified database? Then email marketing is for you! Email marketing consists of sending emails to your customers, prospects and visitors in order to address them directly. It can be about a promotion, a new product, an event you are organising, suggestions for products you think they might like, etc. This is a strategy that has the advantage of being both profitable and effective.

But let's go back to this mention of a "qualified database". It's not about sending emails to just anyone. The aim is to have a database of consumers who have, for example, agreed to join the list. You can also buy a list of consumers with profiles relevant to your target audience. Once you have your list of customers ready, all you have to do is send your emails and find the right way to address them according to the segments identified in your list and the characteristics of your business.

And here's our last essential acquisition channel: display! These are simply display campaigns that allow you to present your products in special inserts on other sites. This way, you gain visibility and visitors can discover you while they are surfing the internet. It is even possible to personalise them by setting up retargeting or using programmatic.

The little extra? These display campaigns can be combined with a social media strategy as you can display your products on platforms such as LinkedIn, Facebook or Instagram! This is an ideal way to reach new prospects.

Now that you know the main channels used, you need to know which ones to use for your digital strategy. Some channels require different resources. SEO takes time and SEA costs money, Facebook is best for B2C merchants while LinkedIn is best for B2B merchants.

The most important thing is to know which channel is right for your business by defining your audience, what they are looking for and by defining your objectives and budget. Then you need to test your strategy, analyse the results and adjust according to what you find. If your ads aren't getting clicked, maybe your keywords aren't relevant enough. If the display isn't working, maybe the visuals aren't appealing. If your emails don't seem to be attracting your prospects, try changing your message, refining your target, trying to personalise your messages better, etc.

If you ever feel a little overwhelmed by all these strategies, channels and the multitude of accounts you have to open to manage everything, we have the solution to ease all your worries! Feedcast offers a solution that allows you to manage your campaigns across multiple channels from one platform! What's more, the algorithm is there to help you optimise the delivery of your campaigns based on your preferences and objectives. Discover Feedcast technology and simplify the delivery of your shopping campaigns on all channels!

Updated on: 27/01/2023

Updated on: 09/03/2023

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