As a digital marketing service agency, we will give you a summary of the different digital marketing techniques. As you will find that it is, in fact, not so complicated.
Do you want to increase your turnover and attract new customers through the web? Great idea! Internet and digital marketing can indeed help you to develop your brand and your products and services. But how do you develop an effective digital strategy? What promotional lever to create? And above all, why is it so important to optimize your website to get conversions?
Why don’t we start from the beginning and review the definition of digital marketing? As a true growth lever for your company, digital marketing covers a set of web techniques designed to promote your company, your products and/or services on the Internet. Through the creation of all kinds of content (emailing, advertising, blog posts, videos, illustrations, publication on social networks…), it helps you to meet your web objectives by interacting with Internet users. Its key objectives are to increase your site’s traffic, convert visitors into customers and, finally, to build customer loyalty so they will come back again and again.
Why create a digital strategy?
There are many, many reasons to create a digital strategy for your company. A well-thought-out digital strategy can help you grow quickly and sustainably. But in concrete terms, why should you do digital marketing?
To be visible to a large public
Thanks to the Web, you are visible at anytime and anywhere in the world. It is all about targeting your audience. There is no point in being visible in English search engines if your customers are only from French-speaking Belgium. You can increase your notoriety with this public much more easily by being on the Internet.
A better conversion rates
The notion of conversion rate refers to the number of visitors who become prospects compared to the total number of Internet users who have visited your site. We know digital to generate more conversions than traditional marketing.
More cost-effective means of dissemination
If the Web allows you to gain visibility, it also allows you to do so without paying crazy amounts of money for advertising. Traditional marketing channels are more expensive than digital ones: an A4 advertising page in a magazine can require a substantial budget, while a Facebook ad can reach many people for a few dollars.
A measurable and quantifiable ROI
Another advantage of the Web is that it allows you to measure in real time and accurately the results of your advertising campaigns (number of views, conversions…). You can therefore more easily calculate their ROI, i.e. their return on investment. Ultimately, the analysis of the results of your advertisements can also give you very precise indications on what works with your audience. This is the opportunity to optimise your future campaigns for even more conversions.
Increasing your company’s turnover
The Web represents an enormous sales potential (direct through e-commerce or indirect with a showcase website). It allows Internet users looking for products like yours to easily get in touch with your company. It is then up to you to convert these potential customers by offering them a fast and quality service.
How do I get started with digital marketing?
Since the development of the web, digital communication has become more and more important within the general communication of companies. New technologies, such as smartphones, have created a whole fresh way to get in touch with your audience. New techniques, such as inbound marketing or mobile marketing, have thus taken over from posters or A4 advertisements in a magazine. However, going online requires a lot of thought: you need to define your objectives and strategy, create web pages to which you can link your ads… In short, you do not go into digital marketing without preparation. So here are a few tips to help you get started.
Define your web strategy
First, you need to implement a digital strategy. Launching yourself on the Web without first having defined your action plan is like jumping into the void without a net. If the image may seem excessive, it is a reality: The Internet is competitive. So take the time to ask yourself the right questions: what is the place of the Web in your overall business strategy, what are your digital objectives, who are you targeting, with what content, on what digital channels…? And do not forget to check out the competition, analyse their marketing practices and think about how you can compete with them. The better you analyse your market and your sector, the better prepared you are for all eventualities on the Web. This reduces the risk of disappointment and increases your chances of performing well and achieving your goals.
Your website: the basis of any digital strategy
Digital marketing techniques are many and varied. Among them, we can mention search engines with natural referencing (SEO) and paid referencing (SEA), social media optimisation (SMO), emailing, blogging… But to implement these different techniques, you must first have a website. It is your first web promotional lever, the one from which you will launch all your other actions.
Nowadays, however, it is no longer enough to create a website to be successful on the Internet. We must respect various criteria: it must be aesthetically pleasing, but also offer an agreeable user experience, provide quality content, and drive conversions. In short, we must optimise it as much as possible, on all aspects and for each step of the visitor’s conversion path:
When visitors arrive on your site, its design must be attractive enough to make them want to continue their visit. If it is too outdated or too busy, for example, it will not inspire confidence and risks scaring off your potential prospects.
When they look for information, it should be easy to navigate, the information should be accessible in just a few clicks, and the pages should load quickly. Their experience on the site should be pleasant.
Once the information has is found, the content that explains it (text, video, graphics, etc.) must be of top quality: it must answer their questions and offer real added value that will convince them to call you.
Is your visitor convinced? You still need to really convert them, and they must buy your product or contact you depending on whether your site is an e-commerce or a showcase website. To do this, you need to create an efficient and tailor-made call-to-action strategy.
The key to a successful entry on the Web is preparation. To be effective and meet the various objectives you have set yourself, you must start by thinking carefully about your marketing strategy. Your targets, the means of communication to set up, the content to create, the distribution techniques to favour… Think about your entire web project so it is coherent.
Before thinking about advertising or other means of making yourself known, you must go through the basic step of creating a website. There is no point in creating a Google AdWords (SEA) campaign if you do not have a site to link your ads to. Your site itself must be as efficient as possible to convert your visitors into customers. This is precisely why it is advisable to go through a web agency when you want to create your site. Depending on your needs and expectations, they will develop a site that looks like you and is optimised for your web objectives. So, it is up to you!