The right approach is this: You won’t get results if you don’t know your ideal client perfectly. Then we will see in this article that an effective digital marketing strategy must combine many techniques. The idea is to help you understand how and why to combine them?
For those of you who prefer a video to reading a long article, we have prepared a video for you that takes up and illustrates our way of seeing digital marketing. We explain to you:
- Why is digital marketing essential?
- How to implement it effectively thanks to content marketing , inbound marketing and marketing automation?
- How to feed it with sufficient traffic to develop your business?
We put everything on the content, we did not have any budget left for a good actor
What is digital marketing?
Definition of digital marketing
Today, 89% of the French population is connected to the internet and the French spend an average of 1h42 per day on social networks !
Difficult, therefore, not to react to these vertiginous figures … We can definitely no longer think of marketing without digital. A business can no longer limit itself to traditional marketing (events, PR, brochures, etc.). In any case, it is our conviction.
Digital marketing (or digital marketing) includes all the techniques and methods used to promote a service or a product via digital media (or digital).
The digital marketing is everywhere , and digital channels are many:
- websites (merchant site, blog, etc.)
- social networks
- SEO (natural referencing on search engines)
- SEA (paid referencing)
- inbound marketing (content strategies, lead nurturing, etc.)
- mobile applications (mobile marketing)
Everything has obviously developed thanks to new technologies and new uses: initially computers and now smartphones, connected devices, video games or even voice assistants.
Goals of digital marketing
As we said above, digital marketing is useful for publicizing your business and the products or services sold.
More than that, it’s a great way to get to know and connect with your customers . For a customer, giving his opinion, reacting to a publication on social networks… All this has never been so easy!
There are a multitude of digital marketing levers and actions that you can activate. We will detail them in the following parts. Know in any case, that they will be useful to you for:
- bring more trafficto your websites
- convert your visitorsand grow your turnover
- retainyour customers
- improve your notoriety
The advantages of digital marketing
So why exactly do you need to focus on your digital marketing?
The first point and not the least… Digital marketing is accessible to ALL companies , regardless of their size or industry. In general, it is much easier to control the costs generated by a seo and digital marketing consultant. Unlike offline marketing. The calculation of ROI or “Return on Investment” is very easy to measure using statistical tools on a website or using metrics on social media.
In addition, if you have just launched a business or if you want to test a new product offering, digital marketing allows you to quickly test your idea . Your product doesn’t even have to exist physically, you’ll just be grappling with your market. Everything you need: a well-built sales page and a dose of advertising! When more classic advertising is aimed at everyone, digital marketing allows you to be very precise .
Finally, remember that the web offers geographic and time perspectives that are impossible to match with a physical store … All of France (or even the world) can potentially hear about your service at any time of the day !
In fact, your customers have never been so close to you with social networks. They allow you to build a community of Internet users interested in your products and services. Through interactions on your posts or through the use of private messaging, your customers can write to you. You can solicit them for the development of your offer or for the creation of a product. The customer / company relationship is completely transformed !
The pillars of an effective digital marketing strategy
How to set up an effective digital marketing strategy ? In b to b, if you want to achieve your goals, you must work as a priority: inbound marketing , content marketing and marketing automation . These are, without a doubt, the most powerful levers to operate in 2020.
Work on your personas and their journey, the undeniable prerequisite.
There is an essential rule to be successful in digital marketing: You must know your customers inside out .
You then have to model them through the creation of buyer personas and the use of the jobs to be done method . It is essential to better understand the motivations of your targets and their needs. If this work is neglected your digital marketing will rest on very poor foundations.
By working your personas in a precise way, you will be able to create content adapted to their needs and therefore attract them to your website, your social networks but also directly to your sales representatives!
The Inbound marketing is a conversion process that is based on the idea that customers today are not susceptible to invasive procedures. Your targets need you to solve a problem. You need to help them solve it and only approach them at the right time to sell them your services. For this you need to know them and understand their customer journey .
There are 4 main phases to consider:
- The discovery phase
- The evaluation phase
- The decision phase
- The loyalty phase
For each phase of the customer journey, you must provide appropriate content. Each action of your visitors allows them to progress and using tools you will be able to assign a maturity score to each of them. A good inbound marketing strategy will allow you to understand at what stage each of your visitors are: Lead, MQL, SQL …
What you need to remember here is that inbound marketing allows you to qualify and convert your leads with the right content at the right time. It is therefore a clever mix between: content marketing and a relevant content distribution strategy (if possible automatically: marketing automation).
Content marketing is defined as the creation and distribution of content to attract and retain an audience. It is closely linked to inbound marketing but can also be used to feed your outbound approaches (prospecting, advertising, trade fair, etc.).
Indeed, you will create a certain number of contents (texts, videos, images…) intended to capture your prospect at each step in his decision-making. This is content that responds to a problem or questions your audience.
Here are examples of relevant content to highlight your expertise , promote yourself and inspire your prospect’s confidence :
- videos presenting your company
- an infographic on the key figures of your industry
- a white paper describing a technique that you use every day and that you sell as a service
- a blog post that describes an underlying trend in your field
- a case study on an assignment you have carried out in the past including a client’s testimony
- a partnership with an influencer who is sensitive to your universe
Take the example of this recruitment firm: part of the site is dedicated to useful resources for companies on the subject of recruitment.