Digital marketing: In a world where everything boils down to the word “digital”, marketing is no exception. Digital marketing has even become an essential practice for the success of a company. But what exactly is digital marketing?
Definition
They define digital marketing as all the techniques used to promote and market your business on the Internet.
Digital marketing is based on practices such as analysis, natural referencing (SEO), conversion, CRM (Customer Relationship Management). These tools are used to achieve your business goals using the Web.
The different techniques of digital marketing
Web marketing is a concept that brings together many practices:
- The creation of the website
- User experience optimization
- Le Search Engine Optimization
- Le Search Engine Advertising
- Conversion rate optimization
- Content Marketing
- L’adaptation mobile
- Le Social Media Marketing
- Analysis of marketing results
…
The creation of websites
Creating a website is a crucial step in digitizing your business. Indeed, the site acts as a showcase for your company and your brand.
This is where you will communicate important information about your company and catch the attention of potential customers.
If you sell your products or services directly via the Web, the site is even more decisive for the success of your business. It is therefore necessary to bring all the attention to the design of your website!
Focus on user experience
Nowadays, on websites, all the attention is focused on user experience (UX). User experience is a concept that includes a mix of features and interactions between the user and your site, particularly in terms of graphics.
For a site to be optimized for the user, in fact, it must be attractive and easily navigable.
Le Search Engine Marketing
Search Engine Marketing (SEM) includes all referencing techniques, natural (SEO) or paid (SEA). Thus, we can assume that SEM = SEO + SEA. Search Engine Marketing aims to bring qualified traffic to your website.
Indeed, a site has one or more predefined conversion objectives (a registration, a download, a quote, a sale, etc.) and, to get these conversions, it is the “right people” who must consult your site…
This is where referencing (SEO and/or SEA) comes into play, which allows you to position your pages on search engines, according to the queries. Search Engine Marketing then makes it possible to attract qualified traffic to your site. Traffic inclined to achieve the coveted conversions.
Conversion strategy optimization
However, it is not enough for a qualified visitor to arrive at your site for them to take the desired action. Several factors can prevent the user from taking action. It is then optimizing the site in order to convert a maximum of users.
The conversion goals are multiple. It can fill out a form, calling a number, buying a product, etc. Increasing the conversion rate of sites is also a major challenge for marketers and web developers.
Le funnel marketing
To help them in this optimization, the marketing funnel (or conversion funnel) makes it possible to understand the conversion path of internet users.
This is where digital marketing is effective, since it allows you to address an Internet user by providing him with relevant information according to his position in the funnel.
The marketing funnel, therefore, visually explains that before becoming a customer, the prospect goes through different decision-making stages.
For example, during the first stage, which is the awareness of a need, the content to be provided on your site can result from a study, a blog article or downloadable content on your site.
Then, the user will find out about the existing solutions to meet his needs. The content to be delivered must educate the Internet user to make his choice, and place you as an expert. It can be a white paper, a podcast, a conference.
And so on for all the stages of the funnel until taking action, not forgetting customer loyalty.
Blogging
Blogging is one of the best ways to expand your natural referencing and ensure optimal visibility for your site.
It comprises publishing quality content on the blog of your site (ideally regularly). This, in order to be present on a wide range of subjects and allow more Internet users to come into contact with its site.
Social media marketing & advertising
Social media marketing (SMM) is a set of digital marketing techniques, which have developed with the appearance of social networks (Facebook, Twitter, Google+, YouTube, etc.).
The SMM is based on the use of social networks in order to establish direct and interactive communication with Internet users. It makes it possible to create a relationship of trust with them and to significantly increase their number.
This technique is effective because it allows you to reach a large and diverse audience, but also to be in permanent contact with them.
L’emailing
Email marketing (or emailing) is a direct marketing technique that comprises sending electronic messages to leads (people whose contact details have been collected). The goal is to encourage an act on their part.
We then differentiate prospects from existing customers, because the purpose of sending emails is different for the two targets.
Emailing campaigns aimed at prospects will target conversion objectives, such as making an appointment, requesting a quote, or making a purchase in an e-shop.
Campaigns aimed at customers will aim to keep them. The email will encourage leaving a review on the site after a purchase, inform him of new products and promotions, give a promo code on the day of the birthday, ...
We can use the mailing technique as part of a global strategy or when contact details are available. Companies have a database with the data of many of their customers and prospects, usually got through the website.
Le marketing mobile
Today, I do most internet searches on mobile. As a result, sites that are not mobile-friendly are at a disadvantage compared to their competitors.
Digital marketing then makes it possible to personalize a site according to the principles of mobile Internet use.
KPIs and results analysis
Digital marketing is therefore a concept that includes many techniques. But it also comprises analyzing the performance of each of the techniques implemented, in order to get the return on investment (the famous ROI).
To measure this performance, I put indicators in place, more often called by their English equivalent "KPIs" (Key Performance Indicators). Thanks to these indicators, the marketer can analyze the effectiveness of the digital strategy put in place, and to adapt it if necessary.
How to collect data depends on your KPIs. For example, to measure the traffic of a site or the conversion rate on one of its pages, the best known tool is Google Analytics.
Conclusion
In the digital age, understanding and applying web marketing practices will allow your company to develop, improve its commercial performance, increase its turnover and therefore its profit.
Call on a digital marketing agency to support you in this process!
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