In the past, the transition to cardinal has turned out to be a real challenge for companies. SEO, content strategy, social networks… So many elements that can have a significant impact on the image of your company and allow you to generate many leads. In the long term, building a digital marketing strategy offers you the guarantee of improving your visibility and standing out in a competitive universe. From auditing your business and your competitors to defining your objectives and setting up a detailed marketing plan: discover the different steps to develop a digital marketing strategy for your business through trade advertising.
What is a digital strategy?
Generate traffic, convert prospects, analyze lead behavior, build customer loyalty… To successfully achieve such objectives, companies must implement a real digital marketing strategy. It is enough no need to use a few random channels to have a digital strategy that has an impact. To be successful, it ought to be thoroughly studied upstream and be dependent on an in-depth audit. This work will allow you to define clear objectives and a relevant and consistent action plan with your overall business strategy.
A requirement for creating your advanced strategy: analyzing your market
There is no typical digital strategy: to define an action plan adapted to your objectives, it is necessary to analyze your market and your competitors beforehand.
Defining your target market
The SWOT analysis method (which translates to SWOT in French) is an effective audit tool to help you clearly define your target market. For this, it is required to evaluate the following components:
Strengths: your expertise, the place of your activity, the added value of your products or services…
Weaknesses: a bad reputation, insufficient product quality, a lack of expertise or originality…
Opportunities: the development of your market, the axes to be exploited…
Benchmark your players and their advanced strategy
Analyzing your business is not enough: to develop an effective digital strategy, you must observe the activity of your competitors. Look at what works for them and identify the actions that have an impact. The objective is not to copy them but to draw inspiration from them, or even to do better. These elements will allow you to have additional leads for your marketing strategy.
Audit your existing online existence and that of your competitors
Before investing in communication tools and campaigns, it is necessary to carry out an audit of your current digital presence. Where are you present on the Internet (social networks, sites, blogs, etc.)? Do you have good SEO, a social network that generates activity, a blog with recurring traffic, and a responsive site?
The quality of your online presence matters. Do not be reluctant to call on a brand strategist who can audit your website (referencing, loading speed, etc.). It is also an effective way to learn more about your audience and what they are looking for (bounce rate, number of pages visited, etc.).
Also, don’t forget to analyze your competitors’ online presence. Again, in addition to motivating you to grow your visibility, it’s a great way to gauge what’s working best and incorporate additional channels into your strategy.
Define who are the targets of your digital strategy
Before you want to communicate with your target, you must know it. Define your buyer persona: who is he? What are their needs and motivations? On which social network can you reach him (Facebook, Twitter Instagram, LinkedIn)?
How to set your objectives for your digital marketing strategy?
Once this audit is done, you will have a clearer idea of your marketing needs and can define a list of objectives to achieve. The latter not only allows you to unite your employees around a common project but also to implement concrete and relevant actions. Set SMART goals. This method lists the 5 criteria to take into consideration to set relevant goals and optimize your chances of success in your digital marketing strategy:
S (specific): have simple, precise, and understandable objectives.
An (ambitious, attainable): your goals are a challenge. They must motivate and make your employees want to get involved.
R (realistic): your goal must be achievable. If its possibility is not specific, it will not encourage your teams.
T (temporal): set a deadline for achieving your goals. This keeps you focused on the task at hand and better organized.
Your goals should be specific. In the case of a digital marketing strategy, these are the objectives of notoriety, traffic, leads generated, or signed customers that should interest you. It is important not to have approximate goals, such as wanting to increase the number of visitors to your site. Set the precise results to be achieved (eg: reach more than 30,000 visitors in 6 months). Once you have defined your goals, you can now move on to developing your digital marketing strategy and assigning it a budget.
Define the budget for your digital strategy
The implementation of your digital communication strategy will require certain means. Before implementing your plan, establish a budget and consider all costs:
Marketing costs: software licenses, external agencies, salaries, content creation, campaigns…
Commercial costs: transport, documents, etc.
In the web marketing sector, there is not only one way to achieve this: while some campaigns can be expensive, other solutions such as blogging or social networks will not involve significant costs. If you have a small budget, prioritize the most profitable channels. Do not hesitate to look at what worked with your competitors, or to analyze the results of your previous campaigns. Finally, plan an accompanying budget. Whether it’s web content, SEO, social networks, or site redesign, calling on a digital marketing agency will be the key to helping you carry out your project, especially if you don’t have enough in-house knowledge.
Develop your digital communication strategy
After defining your objectives, and your budget, and doing an audit of your market and competition, you can now develop your digital communication strategy. This step is important because you will have to select the most appropriate channels. Remember the profile of your ideal buyer persona. Their needs, personality, and expectations should be considered when developing your plan. Several means of communication exist and constitute different levers for your digital strategy.
Improve your online presence
This can be done on social networks or YouTube by creating video content. In one case as in the other – or even for both if you want to carry out several actions at the same time – be sure to choose the most appropriate media according to your target.
Develop new tools for your business
You can create (or improve) your website, a showcase blog, an e-commerce site, or even a mobile application. Do not hesitate to set up a newsletter system to inform your targets of your news.
Improve your visibility with SEO
If it requires a certain investment and patience, working on your SEO and adopting a content strategy are effective ways to attract prospects without having to canvass them. These levers are part of inbound marketing, which consists of bringing the customer to you, rather than looking for him.
Implementing your content strategy: what solutions?
Many companies are still investing in outbound marketing, an expensive means that shows its limits. “Outbound marketing” is made up of SMS campaigns, the purchase of advertising space, media advertising, telephone canvassing, etc. Media that require a lot of budgets, and that do not necessarily have an impact on companies. because they are more and more over-solicited. Conversely, inbound marketing (or inbound marketing) is a method that consists of attracting potential customers, without having to “force” them. How? For you, it’s not just about the opportunity to win leads without having to go looking for them, but also to improve your brand image and position yourself as an expert. All for a controlled budget: setting up a content strategy is much less expensive than the means necessary for outbound marketing. Here are 3 levers on which to invest.
A blogging strategy
The blog is now a real conversion lever for companies. An effective blogging strategy makes it possible to improve your notoriety, show your expertise, and generate leads. To do this, you must create interesting, impactful content that answers the questions your targets are asking. Be regular, have an editorial line, and make sure to distribute your content via different channels, such as social networks, newsletters, and even online advertising. A blogging strategy should be linked to an SEO strategy. One goes without the other: it is by producing useful content that you make yourself visible on search engines. Improving your SEO and optimizing your content for SEO is therefore essential to attract new customers looking for solutions.
An email marketing strategy
Far from disappearing, the newsletter is still a formidable lever for your digital marketing. This safe bet must however be used well, at the risk of spamming your subscribers. Used well, it helps to retain your targets, highlight your services and products, and to convert your leads into real customers. Its content, therefore, matters to define the objectives of the newsletter, then build a dynamic, interesting, engaging, and concise message. Do not hesitate to propose solutions, or to encourage your targets to contact you via a call to action. Finally, make your emails as readable and accessible as possible, especially thinking about those who consult them on mobile and tablets.
Good to know: to obtain a list of interested prospects, set up a newsletter subscription form, clearly visible on your site. To encourage them to register, you can offer them a free white paper on a theme that interests them, for example.
Creation of premium content
Content can take different forms or have several purposes: to offer solutions, answer questions, or simply disseminate news or trends in your sector. These have real added value, and generally offer useful resources for your prospects. They can take the form of a white paper, video, infographic, technical guide, free model to download, customer case … The goal: is to mature your leads by helping them with their problem, build a relationship of trust, and thus encourage them to call on you.
Define your detailed digital marketing plan
You now have all the keys in hand! The goal is to obtain qualified prospects and then convert them via lead nurturing campaignsB2B. When developing an editorial plan, think long-term and plan the content to be produced.
Consider the dates not to be missed, write down the ideas, and set a regular rhythm of publication. Your strategy must remain consistent and spread over a long period (usually 12 months). For each month, plan the tasks: publication on the blog, creation of premium content such as a white paper, paid promotion on a social network, sending the newsletter, and maintenance of your old blog articles … Finally, don’t forget to regularly analyze the results of your actions to be able to adapt, or not, your digital communication strategy.
Measure the performance and profitability of the actions of your digital marketing strategy
To optimize your campaigns and make them as effective as possible, it is necessary to regularly take stock and analyze your results. Have they been achieved? Observe your performance indicators (KPIs). This can be your website traffic, your social media engagement, your SEO ranking, the time spent on your pages, etc. In terms of ROI (return on investment), adopting an inbound marketing strategy helps to control the cost of customer acquisition (CAC).
To calculate it. Simply add up all the investments dedicated to your communication strategy (marketing campaigns. Salaries, advertising, content creation, software, etc.). And divide it by the number of customers acquired. This KPI is important insofar as it shows the profitability of your actions. And then allows you to allocate your resources to the channels that have been the most effective. You can therefore break down this performance indicator by campaign and by channel. And target the levers that generate the most leads. Another key KPI is the cost per lead (CPL) which allows you to measure. The effectiveness of your marketing investments in terms of lead acquisition.
Its calculation is almost the same as the CAC. Take the total cost of your marketing expenses (from the design to the implementation of campaigns) and divide it by the total of leads collected. And to optimize your marketing strategy over time.