The secret to growing your business on the web (and outside) is to develop a web marketing strategy in reinforced concrete. Warning. It’s not just about doing a few actions here and there to hope to be first on Google and double its turnover in a few days. Indeed, we must take the time to think about a coherent and effective digital marketing strategy. Between SEM, SEO, PPC, UX, social networks and online advertising, there is a multitude of techniques that have developed in order to be known on the internet and grow its client portfolio. But, concretely, what is a web marketing strategy? Why is it so important today?
DEFINITION AND OBJECTIVES
A web marketing strategy (or digital marketing) is the implementation of a set of strategic actions on the internet, which aim to convert prospects into loyal customers or even true ambassadors of your company.
The three main goals of a web marketing strategy are to attract users to your website, to convert this traffic into customers and finally to build customer loyalty. The particularity of a digital marketing strategy is that it does not remain fixed, that is to say, that it constantly adapts to the objectives, the results obtained and changes in your market. A strategy established last year will not necessarily have the same results this year: new competitors may enter the market or the results will not be the expected ones. It, therefore, becomes necessary to adapt its strategy to guarantee its long-term performance.
THE 6 BASIC COMPONENTS OF A WEB MARKETING STRATEGY
THE USER EXPERIENCE
Any web marketing strategy must begin with the design of an aesthetic, intuitive and effective website in the conversion of its visitors. For this, the center of attention must always be focused on the user. Indeed, it is often the user experience (UX) that makes all the difference in the conversions generated by a website. A user will be more inclined to become a customer of your company if the experience of your website is pleasant, fluid and without complications.
Our advice: Remember to build your tree, organize your content and place action buttons (purchase, registration, download, contact …) at strategic locations. The design is also part of the criteria to consider to improve the user experience: take inspiration from web design trends to make sure you have a website that matches your time. Finally, do not forget to look after your presentation and writing by considering the people you are talking to.
In case you use an agency for the design of your site, it should be able to accompany you in each of these steps. Do not hesitate to ask for a portfolio of websites that she has already made.
NATURAL REFERENCING
Once your website is well built, the next step in a digital marketing strategy is to become known, attracting users to your site. This is where SEO, also called organic SEO (SEO), comes into play. It is to optimize its positioning in the search results on Google so that users find a website more easily and quickly. The goal is obviously to reach the first position of the results (green box on the image below) to increase the chances that users click on your link rather than that of another company.
The concept of SEO is relatively complex as it combines several complementary processes that together help to improve the positioning of a site in the search results. Among these methods is the search for keywords, the acquisition of links, the local referencing or the creation of content.
Our advice: Choose your keywords strategically by looking at the competition and their volume of research for example. Develop an external link acquisition strategy and focus on quality rather than quantity. Think of local SEO if your commercial action radius falls within a specific geographical area. For example, at My Little Big Web, we optimize our local SEO because our action extends mainly to Montreal and its surroundings.
PAID SEARCH
Another fundamental component of a web marketing strategy is paid SEO. This concept corresponds to the sponsored ads that are above organic search results on Google (red box in the image above). They are created and managed on the Google AdWords platform. This type of ads is very interesting to acquire traffic because it allows targeting users precisely, to choose specific keywords, to define a geographic area and control the cost per click. The acquisition of qualified traffic generated by the paid search makes this concept an essential component of an effective web marketing strategy. Finally, one of the great benefits of these sponsored ads is to be at the top of the search results overnight.
ADVERTISING ON SOCIAL NETWORKS
It is also possible to advertise on social networks to acquire more traffic on a website. Facebook, Twitter, LinkedIn, Instagram and YouTube have created interfaces that allow business accounts to advertise on their network. The advantage is that these ads are very customizable. The audience can be targeted very precisely or on the contrary, more widely, the advertising formats are numerous, the objectives of each format are distinct, the use of the platform and the monitoring of the results are very simple … The most popular ads are ads on Facebook given the number of users that accumulates this social network. However, depending on the objectives set and its strategy,
Our tips: Choose the social network (s) you want to advertise based on your goals, budget, and type of advertising. For example, if your goal is to increase your visibility, advertising on Facebook seems a good way to reach as many people as possible. On the other hand, if your communication strategy is very visual-driven, the Instagram ads seem more appropriate.
CONTENT MARKETING
Content marketing is one of the first SEO concerns of the year according to the study conducted by Webrankinfo. As you may have noticed, all the companies on the internet are starting to create a blog and there is a good reason. To tell the truth, several.
Content creation allows, first of all, to improve its natural referencing and increase its presence on the web in order to acquire more traffic. This type of marketing also helps to build customer loyalty by providing information that answers his questions on a specific topic. This is an excuse for the user to return to your website and think of you when the need for your products or services will be felt.
Our advice: When it comes to content marketing, it’s important to stay on the topic of your market and not scatter. It goes without saying that SEO content optimization is important so that users can find your content easily. This includes finding a relevant keyword, formulating an attractive title and meta-description, and optimizing the URL of the web page.
COMMUNITY MANAGEMENT ON SOCIAL NETWORKS
A web marketing strategy is not complete without community management on social networks. You may not know it but nearly 3 in 4 adults use social networks every day. It would be a shame not to take advantage of this opportunity to be known. Social networks have become the reference in terms of the space of exchange between consumers and brands. It is largely on these platforms that the brand image and the reputation of a company are built. Social networks can not only make themselves known but their management also allows to generate conversions and increase customer loyalty through a sense of belonging to a singular community. Concretely, managing a community on a social network consists of sharing relevant and engaging content with its subscribers, and, in turn,
Our advice: the key to effective social networking is planning! Create schedules of publications to be sure to have content constantly.
Let’s be clear. A web marketing strategy requires time and thought to be formulated and deployed properly. What’s more, the results are not instantaneous. You have to be patient and perseverant to achieve your goals. But! Yes, because there is always a “but”. What we can assure you is that a well-built and strong digital marketing strategy can literally double your annual growth. Return on investment is truly worth the time, energy and money spent.
However, if you have any questions or need any advice on how to formulate your web marketing strategy, do not hesitate to come and have a coffee at our office or call us. We will be happy to exchange with you.
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