Why adopt a digital marketing strategy?

Today, a business's online presence is crucial if it is to compete. Prospects are autonomous and constantly connected. Finding information on search engines is now an integral part of their buying journey.

For any business, being visible among the first search results has become a crucial issue. They have every interest in adopting a strategy that will allow them to attract the attention of prospects who are on the lookout for answers to their problems.

63% of marketers consider increasing their traffic and generating leads as their number one priority (HubSpot, 2018). Digital Marketing Services.

Digital marketing is an excellent way to ensure this online presence since it brings together all the practices whose goal is to connect a company and its audience via different digital tools.

The main pillars of digital marketing are:

Website optimization

The creation of value-added content

Social networks

Paid advertising (SEA)

Discover in this article, the best digital marketing tools and practices to attract more leads and stimulate the growth of your business.

1) Creation and optimization of the website

Optimizing your website will allow you to attract the right prospects who will be likely to convert into leads and then into customers. The website must represent a gold mine for its visitors. It is a central element of your digital marketing strategy. Your website is a space that allows prospects to find the answers to their questions. For it to generate traffic, you need to make sure that it is SEO optimized.

Ensuring that your website attracts prospects naturally is the challenge of Inbound Marketing.

Optimize your website for natural referencing

The SEO or SEO is the set of optimization techniques to make your website visible positioning it among the top results of search engines. The goal is therefore to attract more traffic by having the best place in the ranking.

The main advantage of SEO is that it is inexpensive compared to other practices such as paid advertising (SEA).

2) content creation to generate traffic

It's not enough to create content, you need to create quality, relevant, and educational content. Content creation is the engine of your digital marketing strategy, it allows you to attract the right visitors who are likely to turn into leads.

"Marketing is telling the world that you are a rock star. Content marketing shows the world that you are." - Robert Rose

To create an effective content strategy, here are the elements to put in place.

A blog that arouses the interest of readers

Keeping a professional blog with SEO optimized articles can only benefit you. Search engines offer better SEO to websites that regularly produce quality content.

However, it is not enough to write about any topic that comes to mind. The goal is to address themes offering an answer to the problems encountered by your audience.

Before embarking on writing blog articles, it is therefore essential to define your personas well to produce content that interests them. Your blog will thus allow you to generate qualified traffic but also to position yourself as an expert in your field and therefore to bring you maximum credibility with your targets.

55% of marketers say blogging content creation is their top priority when it comes to inbound marketing. (HubSpot, 2018)

3) Paid advertising to convert

Paid advertising or SEA is closely linked to SEO and website optimization since setting up Adwords campaigns will have no added value if your website is empty of content.

However, this tool must be well thought out so as not to disturb prospects in their search for information.

The issue is not just to pay to get traffic, but to get traffic that will turn into leads. Aim for pages containing a specific call to action rather than the home page of your website which will not bring you much even if it is visited.

4) Develop your notoriety through social networks

To improve your brand image, the essential tool is social networks. Indeed, these interactive platforms represent a very good way for companies to exchange with their prospects and to create trust and commitment.

Social networks are an essential element in any good digital marketing strategy because it allows communication of the brand to a large audience.

"Content is fire, social media is gas." - Jay Baer

Here are the main advantages of a social media strategy:

Increase the visibility of your business by sharing content that interests your personas.

Improve the interaction with your prospects and your customers by exchanging regularly with them. Be active by responding, for example, to comments on your posts.

Deepen your knowledge of your targets: you can collect information allowing you to refine your personas by observing the interactions between users. SEO Packages.

Establish a relationship of trust by demonstrating your expertise on the themes that interest your personas.

Depending on the social network on which you position yourself, you will address your target more or less differently. The tone adopted will not necessarily be the same and the published content will take a different form depending on your objectives.