Definition of digital marketing
Difficult, therefore, not to react to these dizzying
figures... We can definitely no longer think of marketing without digital. A
company can no longer limit itself to traditional marketing (events, PR,
brochures, etc.). In any case, that is our belief.
Digital marketing includes all
the techniques and methods used to promote a service or product via digital (or
digital) media.
Digital marketing is everywhere and there are many
digital channels:
Websites (merchant site, blog, etc.)
Mobile marketing (including mobile apps)
SEO (natural referencing on search engines)
The SEA (paid referencing)
Inbound marketing (content strategies, lead nurturing,
etc.)
Even street marketing, which should not be digital,
has gone digital (QR code for example)
Everything has obviously developed thanks to new
technologies and new uses: computers at the start and now smartphones,
connected devices or even voice assistants.
Objectives 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 better. For a client, giving his opinion, reacting
to a publication on social networks... All of 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 sections.
In any case, you should know that they will be useful for:
Bring more traffic to your websites
Convert your visitors and develop your
turnover
Retain your customers
Improve your notoriety
The benefits of a good digital marketing
strategy
So why exactly should you focus on your digital
marketing?
The first point and not the least… Digital marketing
is accessible to ALL companies, regardless of their size or sector of activity.
Indeed, in general, it is much easier to control the costs generated by a
digital marketing campaign. 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 an activity or
if you want to test a new product offer, digital marketing allows you to
quickly test your idea. Your product does not even need to exist physically,
you will simply confront your market. All 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 geographical 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!
Besides, 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. Thanks to the interactions on your
publications or the use of private messaging, your customers can write to you.
You can ask them for the evolution of your offer or the creation of a product.
The client/company relationship is completely transformed!
The most effective digital marketing levers for your
strategy
How to implement an effective digital marketing
strategy? In b to b, if you want to achieve your goals, you must work first on:
inbound marketing, content marketing and marketing automation. These are,
without a doubt, the most powerful marketing levers to activate.
Work on your personas and their journey, the
undeniable prerequisite of your marketing action plan.
There is one essential rule for success in digital marketing:
You must know your customers perfectly.
You must then model them through the creation of buyer
personas and the use of the jobs to be done method. This is essential to better
understand the motivations of your targets and their needs. If this work is
neglected, your digital marketing action plan will rest on poor foundations.
By
working on 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!
Inbound
marketing: the best ROI marketing strategy
Inbound marketing is a conversion process based on the
idea that customers today are no longer sensitive to invasive procedures. Your
targets need you to solve a problem. You must 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 major phases to consider:
The discovery phase
The evaluation phase
The decision phase
The loyalty phase
For each phase of the customer journey, you need to
offer relevant content. Each action of your visitors allows them to progress
and with the help of 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, and 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, the fuel of your digital marketing action plan
Content marketing is defined as the creation and
dissemination of content to attract and retain an audience. It is intimately
linked to inbound marketing but can also be used to feed your outbound
approaches (prospecting, advertising, exhibition, etc.).
Indeed, you will create a certain number of contents
(texts, videos, images, etc.) intended to capture your prospect at each stage
in their decision-making. These are content that respond to a problem or to the
questions of your audience.
Here are examples of relevant content to highlight
your expertise, make yourself known and inspire your prospect's confidence:
Presentation videos of your company
An infographic on the key figures of your sector of
activity
A white paper describing a technique that you use on a
daily basis and that you sell as a service
A blog article that describes a fundamental trend
observed in your field
A web story for mobile-first and engaging content
A case study on a mission you have carried out in the
past including the testimony of a client
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. There are blog articles, customer testimonials or a podcast:
Marketing automation, an essential part of your
marketing plan
A definition of marketing automation would be the
following: the automation of marketing campaigns with the aim of generating
leads. In two words: you will send communication messages automatically, at the
right time and to the right person.
To do this, you can use a marketing automation tool
and affix it to an effective inbound marketing strategy. Inbound marketing will
allow you to identify specific customer segments and assess the maturity of
visitors within these segments. You will thus be able to build scenarios
adapted to the progress of the prospect in his journey and help him to progress
towards your solution, all without the intervention of your sales team (until
your lead is ready).
Example of marketing automation:
You are selling a marketing automation solution. You
have determined that your target is marketing directors, but also managers of
SMEs and ETIs. Thanks to your blog, you have many quality articles allowing
your visitors to understand marketing automation and its challenges.
At the end of your articles thanks to a download
banner you offer a white paper on the implementation of a marketing automation
strategy. Visitors can download it on a dedicated landing page against their
email address and thus enter an automation process.
They will receive more specific content at regular
intervals: A guide to the 5 mistakes to avoid when embarking on marketing
automation, a 45-minute webinar presenting the action plan to get started with
one of your customers, then you invite the prospect to an online demonstration
of your tool.
What is very interesting with marketing automation is
being able to quickly measure your impact. Every step, every email is tracked.
You will know if the prospect has opened the email or not, if he has downloaded
or read the resource you sent him
and will thus be able to detect the
