Traffic Generation: SEO, Paid, Social, Marketplaces

A great website won’t deliver results if nobody sees it. To grow online sales, you need a steady flow of the right visitors – people who are genuinely interested in what you sell and ready to buy. This is where traffic generation comes in.

For manufacturers new to D2C, the challenge is often knowing which channels to prioritise. Do you put money into Google Ads? Do you build content for search? Should you be selling on Amazon as well as your own site? The truth is, there’s no single answer. Each channel plays a role, and the right mix will depend on your products, budget, and stage of growth.

Search Engine Optimisation (SEO)

SEO means improving your website so it shows up in search results without you having to pay for every click. For manufacturers, it’s often the most sustainable long-term channel. It takes time and consistency, but when it starts working, it can bring in a steady stream of customers at little direct cost.

Good SEO is about matching your content to the questions people are asking. That means creating clear product titles and descriptions, writing useful guides that solve problems, and making sure your site is fast and mobile-friendly. It also means earning links from reputable sites, which act as votes of confidence in your brand.

The payoff is trust. Customers are more likely to click and buy when they see you ranking naturally, not just paying for ads.

Paid Search and Shopping Ads

If SEO is the long game, paid search is the quick win. By running ads on platforms like Google or Bing, you can appear at the top of search results almost instantly. Shopping ads, with images and prices, are particularly effective because they target people already looking to buy.

The key with paid search is control. Set budgets you can afford to test, start with branded terms (protecting your own name), and then expand to high-intent product searches. Send traffic to well-optimised product pages, not vague landing pages. Otherwise, you’ll waste money on clicks that don’t convert.

Paid search can be one of the fastest ways to prove demand and generate early orders, but it must be monitored closely. Costs can escalate quickly if campaigns are left unchecked.

Paid Social

Platforms like Facebook, Instagram, and TikTok let you reach new audiences who may not be actively searching but could be interested in your products. Social ads are particularly strong for storytelling and brand building. Short videos, lifestyle imagery, and customer reviews all perform well here.

For manufacturers, paid social often works best as part of the funnel rather than the whole thing. A TikTok ad might spark interest, but the actual purchase could come later via a Google search or email reminder. That’s why consistency across channels matters.

Start small. Test one platform with one or two clear audiences. Measure results not just by clicks but by how many people actually move on to purchase.

Marketplaces

Marketplaces like Amazon, eBay, or Etsy already have millions of shoppers searching every day. Listing your products here can expand your reach quickly and test demand in new markets.

The trade-off is control. Marketplaces take a cut of your revenue, and they own the customer relationship. Your brand story is harder to tell, and competing on price is often fierce. For many manufacturers, the sweet spot is using marketplaces selectively – as a way to reach new customers while building their own website as the long-term hub.

The goal is balance. Use marketplaces for reach, but don’t become dependent. Direct sales through your own site will always give you stronger margins, better data, and more control over the customer experience.

Key Takeaway

Traffic generation isn’t about choosing one channel over another. It’s about building a mix that balances quick wins with long-term sustainability. SEO gives you credibility and resilience. Paid search delivers instant visibility when managed carefully. Paid social builds awareness and sparks discovery. Marketplaces extend your reach but should support, not replace, your own site.

Start with one or two channels, test carefully, and build gradually. The aim is not just more traffic, but the right traffic – visitors who are genuinely interested, ready to buy, and likely to come back again.