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It is now unthinkable not to integrate its digital counterpart into your marketing strategy. Beyond simply creating a website or a Facebook page to showcase your company, your business’s online presence must be carefully thought out and follow a genuine strategy.
Whether it’s for your digital transformation or creation activities, this web strategy will bring advantages such as optimizing your advertising budget through choosing the most suitable communication channels for your target audience, ultimately saving you time.
However, certain prerequisites, especially technical ones, are required before embarking on a digital business venture. Furthermore, while a method and strategy contribute to your success on the web, nothing is ever guaranteed. You will need to reassess and leverage web marketing tools to simplify your tasks and make the management of online commercial offerings increasingly effective.
Building Your Strategy on Solid Foundations
Before venturing onto the web, every company must first ask the question of the purpose of its online presence. Is it to enhance brand visibility online, generate new inbound contacts via emails, or sell online?
Furthermore, it’s crucial to know who the target audience is, what their profile is (businesses, consumers), and based on this, shape the content of your web messages and choose the channels you’ll prioritize to reach them.
A third crucial point is to refine your commercial offer. On the internet, the balance of power between consumers and businesses shifts. Every internet user has, just a click away, access to a plethora of competitive offers. Therefore, it’s important to develop a compelling commercial argument to capture your target audience’s attention.
It’s also important to validate the economic balance of your web presence with a relevant budget that aligns with the expected profitability.
Before implementing your web strategy, it’s crucial to have an optimized, reliable, and accessible website that won’t disrupt your digital communication with technical issues.
Your website should also focus on:
- Mobile convertibility: As web browsing increasingly happens on smartphones, your site should be optimized for mobile use.
- Security: User data protection is a growing concern for internet users.
A Web Strategy for Selling
Your web strategy will identify the most suitable digital channels to generate traffic to your content and convert it into sales. For your communication, you’ll also need to integrate a forecast schedule that provides your customers and leads with a constant reminder of your commercial offer.
Firstly, we have natural referencing and SEO (search engine optimization). This involves ensuring your site is referenced without allocating a budget, following Google’s rules. This is achieved through backlinks, which are links on other websites that point to your site.
Natural referencing is also improved by creating web-optimized content with relevant keywords, which will be present in image tags and titles.
Natural referencing takes time and is a foundational effort.
Paid referencing is another way to generate traffic. On Google, these are the first results appearing at the top of the page. This is done through auctions that consider the advertising announcement, the landing page where the link will lead, and the bid you decide to place.
Paid referencing can also be done through banners that can engage users who may not be directly searching for your offer. This method is interesting for targeting people who have already visited your pages and to whom we want to remind our offer.
Another major channel to consider in your web strategy is social media. Your presence can be managed through community management or advertising on these platforms. Paid communication is quite relevant here because it allows you to target people based on their interests and the groups or pages they follow.
You’ll need to adapt your presence to the profile of your audience; a younger target audience is more favorably found on Snapchat, while those aged 30-40 are more likely to be on Facebook. An adaptation of your editorial tone will also be necessary.
Email marketing is a channel that should not be neglected. After accumulating a significant number of contacts, it will be interesting to automate customer loyalty by regularly sending them special offers, for example. To work on this more finely, you can cross-reference information from your database with information from social media; tools like Mailchimp or Hubspot can be quite useful for this.
A Web Strategy in Constant Evolution
Your web marketing strategy must evolve and constantly refine itself to maximize the return on investment from your advertising budget.
Tools such as Google Analytics or Facebook Insights provide insights into how much traffic each of your web pages or publications receives, where this audience comes from, and how much time visitors spend on them. Based on this analytical understanding of your content’s visitors, you’ll learn and can adapt certain best practices seen elsewhere to enhance relevance.
For contact management, customer relationship management (CRM) software like HubSpot will be very useful. It helps plan your marketing actions and provides commercial follow-up. It’s also beneficial as a digital marketing automation tool for your company, using features like email marketing for a lead nurturing strategy, for example.
These supporting tools will further improve the profiling of your target audience and the adaptation of your offer, allowing your users to have an increasingly personalized customer experience.
Beyond these external aids, your own instinct and experiments will enrich your digital marketing experience and contribute to improving your web strategy and, consequently, your business performance.