DIJITAL MARKETING

Digital marketing, e-marketing, webmarketing, : how to navigate today in such a wide field of names? With the digital explosion of the last twenty years, the notion of digital marketing has greatly expanded and now includes all marketing-related practices that use web media and channels.

Building your web presence through digital marketing

Almost every business today has a website. It is an essential tool for getting noticed and meeting consumer expectations.

With the development of search engine algorithms, we quickly understood that a website alone is not enough. In order to become known on the Internet and meet the needs of consumers, strategies have been developed over time and collected in what is known as digital marketing.

Why do digital marketing?

The benefits of digital marketing

Why would a business use digital marketing or hire a digital marketing agency? Because digital strategies have several advantages that can be applied to all kinds of businesses of varying sizes and mediums:

Digital marketing allows direct interaction with customers.

The information we obtain about consumers helps us personalize our offerings and suggest

personalized products or services that meet their needs.

Digital marketing increases customer loyalty and satisfaction through lasting and quality relationships.

It also saves cost and budget. The cost of owning a website is less than the cost of having a physical store.

Digital marketing provides availability for your business all week long 7/24
International openings are encouraged.

Visibility can improve your brand image and reach a wider audience.

Digital marketing offers many more facilities and opportunities (not only for companies, but also for employees thanks to telework).

Thanks to the analysis of KPIs, the results concerning the performance of the company are much more precise than before.

Digital marketing also makes it possible to reach new customers in a targeted manner, to identify prospects and to stand out from the competition thanks to a tailor-made strategy.

The different levers of digital marketing

SEO and SEA

La navigation Web est essentielle pour augmenter le trafic vers votre site Web. De bonnes références peuvent vous aider à vous positionner dans les premiers résultats des moteurs de recherche.

Cependant, le concept plus large comprend également toutes les mesures prises pour attirer le trafic et influencer le nombre de visiteurs.

There are two ways to achieve this:

Natural referencing by keywords, relevant content on your website that helps you position yourself in web searches.
Paid referrals equivalent to buying ads such as AdWords campaigns and banners.

SEO (Search Engine Optimization) refers to techniques related to natural references (netlinks, content marketing, etc.), while SEA refers to techniques related to paid references (view-only, selective view). The two are different, but complementary.

What methods should I focus on for my SEO strategy, are they complementary?

SEO is a long-term effort, even if it seems cheaper than SEA. It is essential to write articles regularly to climb in search engine results.

SEA saves time, but it is not enough. Buying an AdWords campaign won't do much for a website that doesn't have relevant content or information. On the other hand, it improves SEO by closing the SEO gap.

social media and Digital marketing: Which strategy to adopt?

Social media or SMO (Social Media Optimization) is an integral part of effective digital marketing. Under SMO you will understand a wide area of research on social networks that are becoming increasingly popular, for example through the use of hashtags.

Social networks, in particular, can increase website traffic by regularly publishing posts related to your activity.

5 good reasons to develop a social media strategy for your SaaS company

Over the past decade, social networks such as Facebook, Twitter, Instagram and LinkedIn have become essential. They are commonly used by B2B professionals and SaaS vendors.

What is a Social Media Strategy?

Promote your B2B SaaS business: Regularly post content to grow your audience and build awareness of your business.

Improve communication with customers. Each publication, each like, each share and each private message that Internet users use is a communication channel.

Reduced marketing costs: Cheaper than ad campaigns, a well-designed social media strategy can be just as cost-effective.

Refine your customer/prospect knowledge: The information collected allows you to refine your knowledge of your persona, and therefore of your offer.

Trust and trust building: The presence of SaaS companies in social networks means building trust and the ability to respond and solve problems effectively.

Digital marketing: Online public relations, what to do?

Public relations is a key strategy in a wide range of digital marketing. What is Net PR? Your objective is to improve the image of your company on the Internet, your electronic reputation.

In fact, PR campaigns build credibility on the web. You stand out when the internet talks about you through different channels. Online communities and blogs are the main vehicles for public relations and the sharing of company values.

affiliate strategy

An affiliate is an agreement between a retailer's website and an affiliate website associated with its program. Concretely, this means that affiliate websites host affiliate content (banners, links, product catalogs) that redirect visitors to the retailer's website. This marketing technique will increase your traffic acquisition.

What are the advantages?

Affiliation offers a win-win relationship. If you are a merchant site, increase your traffic and affiliate sites receive a commission for each click or sale from your site.
Commissions are variable or fixed based on sales or clicks generated.

Native advertising in your digital marketing strategy

Native advertising is a form of advertising that has emerged with or against the proliferation of banner ads on the web. The idea is to create ads that don't look like ads.

Integrating naturally into media sites in the form of "branded content", native advertising integrates with existing content and appears as an additional source of information.

Native advertising comes in many forms.

Sponsored commercial links appear at the top of search results.
Sponsored Posts: Sponsored content that you regularly see on social media.
Recommendation Widget: Distributed on quality websites.
Sponsored ads: Google, Amazon, Etsy…;
Feature article or infographic: article or infographic published in the web press highlighting the products or services of a company in a more general context.

Digital Marketing Strategy: The Importance of Email

Email Submissions means marketing campaigns delivered in the form of emails intended to promote a business, product or service by addressing the user directly via an email address. Email sending, long the king of acquisition strategies, fell prey to automatic mailbox blockers and quickly landed in spam folders.

Is email dead for all this? Email campaigns are even more effective than sponsored social media campaigns. B2B email already offers a very direct way to communicate with customers and prospects. Here are some tips for effective B2B email campaigns.

Please pay attention to the subject line of the email. It should be effective in encouraging recipients to open the email.
Use good software and segment your database.
Please follow the rules. Beware of purchased mailing lists without the contact's consent.
Articulate your value-added contribution to your customers/prospects.

Thinking about mobile marketing with the digital strategy

The ubiquity of smartphones in everyday life has given rise to new forms of mobile marketing. The numbers don't lie: in 2018, only 46% of global internet traffic came from computers, compared to 54% from mobile devices.

By 2021, mobile phones are expected to account for 61% of global internet traffic.

Faced with such dominance, some companies have finally developed a “mobile first” strategy. This means that most of a company's efforts and investments are directed towards mobile users.

Techniques for establishing a mobile-first strategy range from responsive design to creating mobile apps.

Digital marketing: implementation of inbound marketing

Inbound marketing literally means "marketing to come". This digital marketing strategy is based on the idea of attracting natural traffic through quality content, rather than acquiring potential leads.

This methodology is based on four pillars: Win, Convert, Transform and Hold.

How does inbound marketing generate more leads?

With new consumer habits, consumers no longer wait for brands to get them, but go directly to them.

For decades, the golden rule of a good marketer has been to take care of the customer. Digital marketing has clearly not escaped this trend, with companies saturating the web with mass-market advertising messages in hopes of reaching a limited number of people.

Today, however, this strategy has proven completely ineffective. In a web saturated with advertisements, users are fed up with the constant hype.

Companies have understood this and are gradually moving away from this less avant-garde marketing. According to a HubSpot survey, in 2016 nearly 17 marketers believe outbound is more effective at generating leads.

The obvious solution is not to search for leads on the Internet, but to use the Internet to attract leads naturally, thanks to tools such as:

Website: A showcase of essential web activity to provide you with the information you request.

Create a blog: bring useful added value to your prospects.

Use social networks: To expand your audience and generate the maximum number of leads.

Role of sellers: Instead of advertising, sellers reach an already interested prospect base through inbound marketing. Your job now is to convert them!

The success of inbound marketing in numbers:

A HubSpot ROI study published in 2015 shows that inbound marketing success is growing.

92.34% of companies say they are increasing their traffic;

- 92.7% generate more leads;

- 42.2% increase their lead-to-customer conversion rate.

Additionally, Hubspot Solutions has established itself as a global leader in inbound marketing platforms. In fact, it is an all-in-one tool that combines CRM, CMS, and social publishing features.

Importance of Marketing Automation

Marketing automation that does everything for you? Not exactly, but most! This method allows us to automate certain tasks, analyze the data we collect, and then personalize our communications.

Marketing automation, how it works Marketing automation first allows you to explore the behavior of leads or customers by analyzing the behavior of leads or customers when faced with the various options offered.

Marketing Automation Analysis:

Internet browsing;

Email-related responses: read time, click-through rate.

Behavior on social networks: engagement, number of likes, shares, comments.

You can then adjust your inbound marketing strategy based on the automatically generated statistics. To give a concrete example of the results of marketing automation, 80 prospects rejected by salespeople became customers in 24 months.

How is it possible? Marketing automation works on multiple fronts.

Improve the rating.

He adapts storytelling to leads/customers.

Marketing automation software complements your inbound marketing strategy. Take back the inefficiencies of your inbound strategy and amplify the results of your existing strategy.

Content Marketing: A Key Element of Digital Marketing

Content marketing, which means "content strategy" in French, is an integral part of digital marketing, especially inbound marketing.

Content strategy is all about providing informative and entertaining content with real value to engage your customers and prospects. There are many ways to promote such a strategy, including white papers, digital magazines, and dedicated branding blogs.

Content marketing is used to:

generate a visit.

Drive e-commerce conversions: videos, customer reviews, size tips, and more.

Create brand support.

Marketing de contenu ou marketing entrant ?

Les stratégies de marketing de contenu et d'inbound marketing sont-elles contradictoires ou sont-elles étroitement liées ?

À certains égards, le contenu est le moteur de votre stratégie d'inbound marketing. Les deux sont donc plus étroitement liés.

Le contenu est un facteur important lors de l'élaboration d'une stratégie d'inbound marketing. Inbound fonctionne avec un contenu pertinent issu d'une stratégie de contenu solide. Par exemple, un article de blog doit fournir une adresse précise à l'industrie de l'information et être apte à convertir les prospects. Le contenu et l'inbound marketing vont de pair. Les articles publiés ont besoin du soutien d'une campagne entrante générale pour atteindre leur plein potentiel et atteindre une portée optimale.

En fin de compte, la stratégie de marketing numérique idéale consiste à utiliser tous les leviers disponibles. Cependant, cela n'est pas toujours possible en raison de la rareté des ressources et du risque d'encombrement.

Concevez une stratégie personnalisée qui se concentre sur vos besoins commerciaux, la nature de vos prospects (B2B ou B2C), le timing de vos impératifs et vos ressources techniques et financières.

DIJITAL MARKETING: (Definition + advantages + strategies) our complete guide 2022