Faced with constantly increasing e-commerce turnover, digital marketing is one of the tools not to be missed to take your piece of the pie. Indeed, it suffices to take a look at the studies (e-commerce and distance selling federation), to realize its importance. It turns out that online sales are growing in double digits annually.
In addition, the health crisis triggered by Covid-19 is only increasing online demand and the number of online buyers. The 2nd quarter of 2020 marked a 5% increase in turnover compared to the first of the same year.
Now you are probably asking yourself: What is digital marketing ? and how to profit from it? Yes, it is an advertising distribution process via digital channels, but it goes much further than advertising. In other words, where the connected consumer is, it is the field of action of experts in this field. In this article we will study the strategies, modes and means of this online process.
Table of Contents
What is Digital Marketing?
Digital Marketing is the act of promoting and selling products and services using online marketing tactics & tools such as Social Media Marketing, SEO or Search Engine Optimization, and Search Engine Marketing. E-mail.
These always complementary actions are generally entrusted to a Digital Agency, such as Millennium Digital in Lyon, and all have the objective of generating leads and customers. As we will see, there are many techniques and tools to master, so the best choice is always to be accompanied for all or part … however here you will discover all the subjects.
The performance indicators of digital marketing are at the same time those of marketing & communication ( Notoriety, Image) and but especially those of direct marketing: growth of turnover and profitability). Basically, digital marketing is quite simply marketing (and includes digital communication). This is how businesses today get their message across in front of their competitors to their best prospects and customers.
How does digital marketing work?
In many ways, digital marketing is no different from traditional marketing. In either case, savvy organizations seek to develop mutually beneficial relationships with prospects, leads, and customers. But digital marketing has replaced most of the traditional marketing tactics because it is designed to reach today’s customers.
As an example. Think about the last major purchase you made. Maybe you’ve bought a house, hired someone to fix your roof, or changed the paper supplier in your office.
Either way, you’ve probably started by researching the internet to find out more about the available solutions, who provided them, and the best options available to you. Your final buying decision was then based on the reviews you read, the friends and family you consulted, and the solutions, features, and prices you researched.
Most buying decisions start online
In this case, an effective online presence is absolutely necessary, no matter what product you are selling. The key is to develop and then implement a digital marketing strategy that puts you in all the places your target customers already frequent, and then use a variety of digital channels to connect with them in multiple ways.
●Content to keep them up to date with industry news, the issues they face and how you solve them …
●Social networks to share this content and then engage with them as friends and followers …
●Search engine optimization (SEO) to optimize your content, so that it shows up when someone searches for the information you wrote …
●advertising to drive paid traffic to your website, where people can see your offers …
●and email marketing to follow up with your audience to ensure that he keeps getting the solutions he’s looking for.
By bringing all of these elements together, you will have an effective and easy to use digital marketing machine
And while it seems intimidating to build this machine from scratch, it’s as easy as learning and integrating one digital marketing tactic at a time. That’s why we’ve put together this guide: To help you build or refine your own digital marketing plan without the false starts and missteps that come with doing it alone.
What are the advantages of digital marketing?
Having a strong digital presence will help you in multiple ways:
●It will be easier to educate and engage consumers before and after the sale
●It will allow you to convert new buyers into rabid fans who buy more (and more often)
●It will boost word of mouth and social sharing – and all the benefits that come with it
●It will shorten the buyer’s journey by presenting the right offers at the right time
But above all, the growth of your turnover will be higher by higher conversion rates: Google has shown it in a survey with IPSOS, showing that companies that work in digital marketing strategies have a turnover growth multiplied by 3 compared to those that don’t. If you have any doubts read our article on all the benefits of Digital.
Strategies that lead to real results
Know that the structure of digital marketing is constantly evolving. Gurus, podcasts, and bloggers declare a trendy tool or tactic one week and dead the following week. Internet giants called GAFA change their operating rules every year (and I’m not talking about small changes almost weekly, I’m talking about radical changes). The truth is that digital marketing is just as “digital” than “marketing”, in large part because digital marketing is completely marketing and its rules owe more to David Ogilvy, the inventor of direct marketing than to a software maker, and also because its digital operation has matured. Its foundations are already established. Read Here
Create an identity of your target customers
Previously, marketers collected qualitative and quantitative information about target audience, including age, gender, occupation, interests, and location. The definition of a potential customer has recently been taken to another level, with the support for the personality of the buyers. Today, the most effective marketing strategies all rely on a thorough job of analyzing buyer personas.
Buyer personalities is a term used to describe the ideal customer that can be defined by interviewing and contacting the predefined target group. To define your own buyer personality, you need to check out our article on building-the-buyer-persona-of-your-business.html but you can also use online tools such as MakeMyPersona and Persona Creator. For more information read also our page on Buyer persona.
Determine your goals and your customer journey model
Every marketer knows how important this step is. Without goals, strategy simply won’t work, so your main task is to define them. Make sure that the goals you set are appropriate and that they are measurable. Increase conversions on the website next year and create two promotional offers. What is wrong with this goal? It’s true, it is not measurable! How can we measure the progress made with this objective? Increase website conversions by 20% in Q1 2020, and create two promotional offers: a free marketing report and a marketing book. Upload them in February and March respectively. Read Here
Develop a content marketing strategy
Your content is what makes sense of your customer value proposition. This is what makes us look for you, find your website, stay on your pages, open your emails, click on them. Without content no meaning, no offer. Done well, your content marketing will not only attract leads but also funnel them down a marketing funnel to increase sales and grow your business. It does this by subtracting blog content marketing …what do we mean by that? It’s just that content marketing can’t do its job if it’s limited to blogging. It’s more than just a blog. Content marketing is a tactic in its own right, which means it owes valuable content at every stage of the Customer Value Journey. To advance your prospect in the Customer Value Journey, you will need to create content that meets their needs at each of the 3 funnels.
●Awareness, Attention
●Evaluation, Interest then Desire
●Conversion, Action
Your content marketing strategy will be adapted both in inbound or “Inbound” mode to await your prospects in natural referencing or SEO, as in outbound or “outbound” mode to communicate with your targets. If you are targeting large accounts, the combination of these tactics will allow you to launch the best digital Account Based Marketing strategy.
Develop a digital campaign plan
The first ingredient in powerful digital marketing is traffic to your site. If you can control the incoming traffic to your site you have a solid foundation for increasing your sales and growth. Remember, however, that digital promotion is about more than running an ad and hoping for results. The secret to success is having a plan, and knowing how to separate the winners from the losers. (Yes, some of our campaigns also flop)!
Understand social network marketing
“Getting social” isn’t just about being active on LinkedIn, Facebook or Twitter. It’s about being there where your audience is – so you can engage with them, build relationships, and make offers your prospects will love. It’s good to generate leads and then especially more sales. This is why we have broken down the SMO into a cycle of 4 steps. You too need to understand the cycle of social success and how you can use it to attract your fans and follow them, engage them and even sell them through social media.
Follow best practices in email marketing
Forget any rumors that say otherwise. Email is alive and well and if you know how to use it it will help you grow your business exponentially. In fact, a study by DMA and Demand Metric found that email had a 122% ROI. That’s 4 times more than any other marketing channel! The key to generating this return on investment is of course to master the fundamentals. Things like:
●Making sure your emails get to your prospect’s inbox
●How to get your email opened
●Generating engagement, so your prospect takes the action you request
●Automate the whole process
Design your SEO marketing strategy
SEO marketing has changed dramatically over the past few years. But we know that’s good news! Today, search engine optimization (SEO) can boost your website traffic and visitor confidence while supporting all the rest of digital marketing as well. Every year (in fact, every month) Google releases an updated algorithm. SEO marketers who bet on just one tactic are often hit hard, and regularly report losing the rankings they’ve achieved.
Apply website analytics to your digital marketing
If numbers aren’t your specialty, we’ve got you covered. Website analysis is a powerful tool to help you determine what is working, what is not, and what remains to be done next.
And the way to start has nothing to do with numbers. It’s just a matter of asking the right questions …
●What types of visitors do not convert?
●Are we producing the content that our audience wants?
●Which pages can produce more leads and sales?
●Once you have the answer, you just need to follow 3 guiding principles …
●Make the data work
●Use the tests to turn your questions into strategies
●For things that are hard to measure, give them context
Leverage conversion rate optimization to really accelerate your growth
Conversion Rate Optimization (CRO) might seem difficult, but it can be done without a hitch. It’s about applying a simple methodology to turn existing traffic into prospects and customers. For most marketers, CRO refers to A / B testing to determine which is best: picking button color or message text. It’s true. But these tests are only one of the 8 stages of the CRO optimization cycle. To see real improvements in your digital marketing, you need to implement the whole cycle.
Choose the right Digital Marketing and Growth Hacking partner
Digital marketing has become very complex. Lots of tools and know-how that have become experts. Of course you can hire specialists, and you can build on the basics you have learned yourself. But to always be ahead of your competition, who will apply the same tactics, the right choice is to choose an agency that will bring together all these skills and will make sure to put all the cogs of your marketing in place effectively.
You can take a digital marketing agency who will give you an outline and advice on digital strategy. You will find marketing experts there who will give you advice and strategies, but beware these experts will delegate fairly quickly to juniors, so be sure that the webmarketing manager who will be assigned to you will follow your file and work on the points that you will not do. In this case, it’s up to you to have your content strategy.
Or choose a Digital Marketing Agency that will do most of the Search Engine Marketing, or even Social Media Optimization, action. It’s up to you to have this content and e-mailing strategy (drip marketing). Or directly opt for a Growth Hacking agency that will manage all these strategies and the associated actions. Here’s the next step.
Back to history
To better understand the meaning of online marketing, and its relationship with media channels, let’s start with a little return to history to define its original concept. This term was popularized in the early 2000s, but digital marketing has been around much longer, around 100 years before that date. Read More
Guglielmo Marconi, the first human to demonstrate “public transmission of wireless signals” in 1896, is the inventor of radio. Shortly after his small demonstration in England, Morse signals were transmitted through open water. Even though it took 10 years for radio to reach mainstream audiences, it certainly didn’t take long for creators to realize that they could use it to market and sell products.
The first live broadcast was from an opera performance at the Met and you know what people did with that broadcast? They bought show tickets! The digital marketing strategy was born.
I bet you are surprised. We didn’t mention smartphones or apps at all. This is because online marketing is above all a concept, it is that of following the consumer in his evolution and seducing him where he is.
In fact, constant internet use among adults has increased by 5% over the past three years. Plus, the way people buy has really changed with this, which means offline marketing isn’t as selling as it used to be.
What is the contribution of digital marketing for the company?
The role of digital marketing is to help you drive traffic, leads, and sales for your business by reaching people who are looking for your products and services. Digital marketing is the strategy for marketing your business online to potential high-value consumers.
This strategy plays a vital role in the growth of your business. Knowing that over 4.3 billion people are online and 2 billion of them are online shoppers, all of these people are potential customers.
Marketing makes the game fair
Companies are investing in search engine optimization (SEO) to help increase their site’s ranking on search engine pages.
An impressive return on investment
The role of this digital process is also to help you make more money through your marketing efforts. Compared to traditional marketing, online marketing is extremely profitable, offering an impressive return on investment (ROI).
Reach people where they are
It also allows you to connect with people interested in your business. Traditional methods do not reach the people who are looking for your products or services. Digital advertising, however, allows you to target people who are interested in your products or services. Traditional methods keep you from reaching people interested in your business. You end up spending money marketing to prospects who may not want your products or services.
How does a business define digital marketing?
The digital marketing is defined by the use of many tactics and digital channels to connect with customers where they spend much of their time online. From the website itself to a company’s online brand assets:
●Digital advertising
●Emailing
The best digital marketers have a clear vision of how each digital advertising campaign supports their overall goals. They can support a larger campaign through the free and paid channels available to them, depending on the goals of their marketing strategy.
It can also help promote blog posts through paid and organic posts on company social media accounts. Maybe the email marketer creates an email campaign to send those who download the ebook more information about the company. We’ll talk about these digital advertising specialists in more detail below.
The channels and types of digital marketing targeting
●Search Engine Optimization (SEO)
●Content Marketing
●Social media marketing
●Pay Per Click (PPC)
●Native advertising
●Marketing automation
●Email advertising
●PR online
●Inbound Marketing
●Sponsored content
Does digital marketing work for all businesses?
Digital marketing is a marketing strategy that can work with any business and any business. Regardless of what your business is selling, digital marketing always involves building buyer personas to identify your audience’s needs and creating valuable online content. However, that doesn’t mean that all businesses should implement a digital marketing strategy in the same way.
B2B digital marketing
In this case, with the end goal being for someone to talk to a salesperson, your digital marketing efforts will likely be focused on generating leads online. For this reason, the role of your marketing strategy is to attract and convert the highest quality leads for your sellers through your website and digital support channels.
You will likely choose to concentrate your efforts on business-focused channels like LinkedIn. Because that’s where your demographic spends their time online.
B2C digital marketing
Chances are, in this case the goal of your digital advertising efforts is to attract people to your website and convert them into customers without ever needing to talk about it. This makes you probably less likely to focus on “leads” in their traditional sense, but more likely to focus on building an expedited buying process or journey, for anyone landing on your site. This will often mean your product features in your content higher in the marketing funnel than for a B2B business, and you may need to use more powerful calls to action (CTAs). Digital media like Instagram and Pinterest can be more popular than professional LinkedIn platforms for B2C businesses.
Why is digital marketing important?
Digital marketing helps you reach a larger audience than you could through traditional methods and target the prospects most likely to purchase your product or service. Plus, it’s often more cost effective than traditional advertising and allows you to measure day-to-day success and pivot as you see fit.
The answer to this question can be found just by looking around. How many electronic devices do you see? Indeed, it is very likely that you are reading this on a Laptop or mobile and there are probably other devices that can connect to the Internet next to you.
Think about how you consume the information yourself and even how you share the information with your colleagues, friends and family. Being online and being connected has transformed the way we buy things, the way we find out about events and can even influence the way we vote.
One of the reasons that digital marketing has revolutionized the way businesses promote and market their products and services is to be easily online at all times.
We believe that digital marketing has four key advantages over the traditional method of advertising: measurability, affordability, speed and engagement.
Measurability
A website is arguably the most important marketing tool in digital marketing. It gives insight into what people are interested in and how they find and navigate your website. How many people have visited your site? Where do they come from? natural search, via pay per click (PPC), social networks or email campaigns? You can track how your numbers change over time, giving you real-world information about whether your message from the advertising process is reaching the right people.
Affordable
Digital marketing has opened up the advertising arena for small and medium-sized businesses around the world. It put them on a par with big business, thanks to its affordability. For example, advertising on Facebook through ad campaign tools such as “Boost Posts” costs a fraction of the cost of printing flyers and can be directed to a specific group of people.
At the same time, you get a much wider reach with a better targeted audience that potentially covers the entire world. In addition, less paper goes to the landfill to start. Likewise, online banner ads on websites generally cost less than advertisements placed in more traditional outlets like newspapers or magazines. With the data generated by these online advertising techniques, you also get feedback on the effectiveness of your spending on the advertising process.
Speed
The virtual world is indeed too fast. Indeed, a simple click of a mouse button is enough to trigger a mega digital marketing campaign reaching millions of people. Compared to the much longer process of producing and distributing printed materials, this means that businesses can be much more agile with their messages.
Twitter posts or website updates take minutes compared to days for developing and printing a flyer. An email newsletter can be written and monitored when sent and you can monitor who opened it, whereas an ad can take a week to be placed in a newspaper and you never really know how many people have it. seen.
Commitment
Digital marketing brings a dynamic touch to the way you market yourself in a rapidly changing world.
One of the main reasons digital marketing has become so important is the engagement it brings – you can converse with your potential and current customers, answer questions, and solve problems. You can also interact with a larger audience, which means you can do more than sell.
Or solicit opinions and carry out market research to better inform your decision-making. You can also look for collaborations or campaigns for subcontractors or professional opinions from your peers on project work. By getting your audience to share pages, you can increase your profile and receive their approval in the process.
Engagement can also be obtained through other means such as contests, blogging, public relations, events and other marketing activities.
With real-time online marketing, you can comment on issues and update or notify your customers immediately after important events that can impact the industry you and your customers operate in. You can also quickly or better match your competitors’ offerings with yours, keeping you on the sharp end of the market.
What types of digital content should we create?
At a basic level, your online content should be aimed at helping a reader reach a goal or overcome a problem. Next, you’ll need to think about when they’re most likely to be ready to consume that content. It depends on the stage at which they are in their buyer’s journey.
In digital marketing, being creative is now the only way for your content to be notified. Try a different type of digital content and there you will see your site buzzing with visitors. However, it shouldn’t end here. Keep trying different types of content from time to time to help your business thrive. Here is a list of different types of content created by digital agencies, which you can choose from:
Long articles
So what are “long” articles? Some claim that these articles have a word count of 1,500 words, while others say that long blogs are those with a word count of around 3,500 words.
Either way, the truth is, the idea is to create an article that continues until you get tired of scrolling. Long form content has always been there; but, it only started to be noticed in 2013-2014.
It has now become the most popular style among professional bloggers. Long articles have become very popular in digital marketing when it comes to SEO.
According to Google, richer content contains more information and therefore helps solve many public queries at once. Additionally, some SEO experts suggest that long articles rank better in Google search results.
Short articles
Short form blogs are those with a maximum word count of 1000 words. The fact that short form blogs have a lower word count, which can go down to 250 words or less, may make them less popular in SEO.
Therefore, it is important that blogs are short, must also be specific and unique. The content should be good enough that the audience will stop and notice it.
Podcasts
Podcasts are digital audio files used to share information through computers or portable music devices such as MP3 players or iPods. Businesses typically use podcasts to share information about their new products, the company, or general industry events.
Podcasts provide the audience with insight into what a company knows about the industry, helping to build trust between them. In addition, the audience feels directly connected to the company when they hear the voice of the presenter.
Social media content
Majority of people in the world are using various social media platforms through which they have found a place in online advertising strategy.
You might not find another way to reach your content to the audience in a short period of time and the advantage is that you can connect directly with your potential customers.
Remember, your content needs to say more about your brand while keeping the audience engaged. Keep reminding them of what you are offering. After about five to six exhibitions, the public will surely feel compelled to choose your products.
Writing
Copywriting is the process of writing advertising materials such as blogs, newsletters, advertising campaigns, etc. The words should be compelling enough for the audience to take action, driving traffic to your business website. Effective writing includes:
Of exciting titles that encourage the audience to click on the link to read more content that provides only the information the reader needs interesting content that helps the public to easily connect with your business while strengthening the trust and recognition of the brand Content that tells the audience what to do next, such as signing up for newsletters, clicking a link to visit a website, social media page, etc.
In digital marketing, several techniques are employed by copywriters to attract the reader and to keep them. The ” Seal Brigade ” is one of the most popular techniques.
