Digital Marketing The Complete Guide to the Entrepreneur
Buying behavior has changed dramatically since the advent of the Internet.
Indeed, more and more consumers are starting (and ending) their customer journey on the Internet, thus demonstrating the effectiveness of Digital Marketing.
The way consumers make their buying decisions today makes Digital Marketing mandatory for any entrepreneur looking to differentiate themselves from their competitors, regardless of the size or industry of their business.
But before jumping into the water, every entrepreneur must understand how Digital Marketing works in order to use the right tools and tactics to reach and interest their audience.
This is the goal of this handy guide to Digital Marketing that goes through all the complementary channels to attract, convert and retain your customers.
What is Digital Marketing?
Before going into the heart of the matter, let’s start by giving a precise definition of Digital Marketing.
Digital Marketing is the way to promote your brand, your product offering and/or services on the Internet.
Every company has a specific target that they are trying to reach.
And Digital Marketing helps these companies reach their target consumers on the Internet.
For this, there are different technologies or levers to communicate your message to your target audience.
To attract and engage your target customers, in addition to your website, your business can for example:
- Invest in online advertising campaigns,
- Send email campaigns,
- Animate accounts on social networks,
- Sensitize other media …
The Internet plays a leading role in the way consumers make their buying decisions.
As a result, today, Digital Marketing is essential, whatever your business.
It is therefore imperative that your company not only uploads its website but also seeks to provide as much visibility as possible.
B2B and B2C?
Digital Marketing is effective for any business in any industry.
However, this does not mean that all companies must apply the same approach for their Digital Marketing actions.
Digital Marketing for B2B Enterprises
If your company’s offer is aimed at other companies (B2B), your goal with Digital Marketing is to generate leads, so that one of your commercials takes The relay.
For this reason, you must use Digital Marketing to attract visitors, then convert them to a qualified prospect, before sending their contact information to your sales team.
Digital Marketing for B2C Enterprises
If your company’s offer is for individuals (B2C), your Digital Marketing actions should:
Attract people to your website,
Then encourage them to switch order without ever having to talk to a seller.
For this reason, you must optimize the customer journey, from the moment a user arrives on your website to the payment page.
Note: this is to be tempered according to the price of your products and services. Nobody will buy an apartment or a car directly on the Internet, for example.
What are the 6 main levers of Digital Marketing for a company?
It is essential to understand how Digital Marketing works in order to implement tactics best suited to your target and your product and service offers.
That’s why I’m going to start by explaining the role of each lever of Digital Marketing and describe how it can help you achieve your Marketing goals.
Now review the 6 levers of Digital Marketing:
Marketing on social networks,
1. Your Website: The Cornerstone of Digital Marketing
In many ways, your company’s website is the cornerstone of your Digital Marketing efforts.
Indeed, it is on your website that your target customers have their first contact with your company.
And most often, it is also on your website that your prospects will eventually buy or want to contact you.
Let’s see how your website plays a leading role in all Digital Marketing actions.
As we have already said, the goal of Digital Marketing is to attract visitors, to engage with them to convert them into prospects or customers.
As a result, most of the tactics put in place will bring your target customers back to your website, where they have to find all the information they need.
Therefore, your website is where your customers will judge your company and its offer.
That’s why you have to fine-tune the architecture of your website and its design like the layout, the colors, the graphics …
And it’s a reality!
According to Adobe, 38% of Internet users give up on a website if they find that its content or layout is not attractive (source HubSpot).
But the appearance of your website is not the only thing that matters.
Since the purpose of your website is to convert a visitor into a prospect or a customer, the navigation must be intuitive.
And on each page, you must indicate the next step you want your visitors to follow.
And as more and more people search for mobile, your website needs to be optimized for small screens to improve the user experience.
2. SEO: attract your target with search engines
According to a survey of the IFOP relayed by frenchweb, in B2C, 90% of the people carry out research online before buying in a physical store.
I did not find the percentage for B2B customers, but without a doubt, it is just as consistent.
Indeed, it is so easy to type a keyword in Google, then click on one of the links on the first page of results.
That’s why if you are looking to reach target customers who do not necessarily know your brand or your domain name, it is vital to be on this first page and, if possible, as high as possible.
The goal of SEO is to rank your pages higher in the search engine results page and increase your visibility for one or more keywords.
In other words, SEO is about optimizing your website and content for search engines.
In France, Google’s market share exceeds 90%.
At first, do you want to optimize your SEO for Google?
Search engine optimization not only generates more traffic to your website but also ensures that visitors are of good quality since they have typed a keyword related to your business.
On the other hand, if you are not looking to improve the SEO of your website, you are missing a stream of visitors who might be interested in your offer.
Since the goal of Digital Marketing is to attract people interested in your products and/or services, SEO plays a vital role.
By focusing on specific keywords in your content, you will reach the users most likely to be interested in your products or services.
Getting Started with SEO Now that you know how important SEO is to all your Digital Marketing efforts, you may be wondering what the main principles are:
Get started: check out my SEO guide, and at a minimum, follow the recommendations of the Yoast extension for WordPress!
3. Content Marketing: Informing Your Target
Content Marketing is the third lever with a critical role in the operation of Digital Marketing.
Mostly this consists of publishing and promoting web content to attract, inform and then convert your target customers.
These contents are created, especially for:
Increase Brand Awareness, Increase Website Traffic, Generate B2B Leads, or Retain Your Existing Customers. No matter what levers you use as part of your Digital Marketing strategy, it is necessary to create content. Here are two examples:
A thank-you e-mail to a user who has just subscribed to your newsletter, Or a white paper to download that describes the problems facing your target customers … Concretely, here are some types of content to support the objective of your Digital Marketing actions:
A page on your website, A blog post, A publication on social networks, A white paper, A case study, A customer testimonial, A video tutorial of a product, An image of your team, An infographic, A Podcast Recording, And Even An Advertising Advertisement … To decide what content to create to support your Digital Marketing campaigns, the key is to choose topics that most appeal to your target audience.
For that, here are the 2 pillars of successful Content Marketing:
Know your target audience correctly and formalize it as a persona, Identify the types of content to be published according to user intentions. Note: Even though Natural Referencing is fundamental, keywords do not make quality web content. To write quality web content, be obsessed with your persona and follow its conversion rate!
Getting Started in Content Marketing Now that you are convinced that Content Marketing is central to all your Digital Marketing efforts, at a minimum, keep a corporate blog.
4. Social Network Marketing: Easily reach your target
Most companies today use social networks to support their Digital Marketing campaigns and generate more traffic to their website.
Social Marketing is about promoting your content and interacting with your target consumers on social networks such as Facebook, Instagram, LinkedIn, Pinterest, Twitter …
This lever of Digital Marketing contributes to:
Increase your brand awareness, Generate more leads, Improve customer engagement. One of the main benefits of social media marketing is being able to reach a wider audience.
Indeed, when they do not search, your target will be on their favorite social network.
There are many social networks, each with their own specificities.
The social networks best suited to your offer depend primarily on your target audience. For example :
For a B2B offer, focus on LinkedIn where more than 50% of professionals in France are present, while for a B2C company, Instagram and/or Pinterest may have more interest. If your company is not trying to reach and engage these consumers on social networks, then you certainly miss an vital opportunity to reach new prospects.
Animating your presence on social networks can:
Being a lever as such, Or better, support all your other Digital Marketing efforts. For example, if you have a white paper that lists the issues, your audience faces daily, use the networks to promote it and drive traffic to the landing page on which to download it.
With a few practices, it’s pretty easy to generate 1000 hits per month on your website from LinkedIn for example.
5. Online advertising: for an immediate impact
While your goal with your Digital Marketing actions is to attract as much organic traffic as possible, your business should not ignore the value brought by online advertising campaigns.
Especially cost-per-click (CPC) ads!
CPC ads are a type of ad that you only pay for each click on your ad.
Google AdS (formerly AdWords) is the most popular and effective platform for a CPC ad campaign.
Well set up, Google Ads propels your business to the top of the first page of Google results.
Why pay to show ads? Good question, since indeed I advise you to work on the SEO of your site!
Search engine optimization (SEO) is crucial. On the other hand, the results are visible only after a particular time.
This is where CPC ads become useful.
CPC ads accelerate results by immediately placing your site at the top of the search engine results page for relevant search terms.
By appearing on the first page of Google results, your business gains visibility. People are more likely to find you and click on the ad, which sends them back to your website.
CPC ads generate:
Not only more traffic to your website, but in addition, they provide a flow of qualified visitors. Indeed, your PPC ads are only visible to users who have typed the keywords to which your ads are attached.
It is, therefore, your future customers who are looking for relevant topics with your product and/or service offer.
Want to know more about CPC ads? Check out our guide on Google Ads ads.
Note: Google Ads is not the only online advertising platform. In particular, Facebook has a particularly powerful solution to precisely target your personas. Here’s how to make your choice between these 2 platforms!
6. Email Marketing: Communicating with your subscribers
Email marketing is the sixth lever of Digital Marketing that is practiced by the most successful companies.
Email campaigns are used often to:
Increase your brand awareness, Establish your leadership in your field of activity, Promote your events and other promotions … The content of your emails ultimately depends on the objectives of your campaign.
Here are some examples to develop to support your Digital Marketing campaigns:
Send a welcome email once a user subscribes to your mailing list, tell them what they can expect from your next emails, Submit promotional content directly in the consumer inbox, Broadcast a monthly newsletter to your subscribers to give them access to the latest content on your website, Contact your prospects who have downloaded content from your site to thank them and recommend other related content, Suggest additional products or other content that may interest your prospects and customers, depending on their browsing behavior and / or purchase. Note: Email marketing is mainly used not to generate new leads, but to feed those prospects once they have shown the first sign of interest.
Finally, emailings are also used to retain your customers.
In fact, email marketing is one of the best ways to retain your customers.
Of course, you can send a monthly newsletter to engage your prospects or promote specific products and services.
However, it is more efficient to use e-mail marketing as a complement to other levers such as content marketing and social media animation.
An example of the complementarity of emailing with other levers You organize a contest on social networks to generate new prospects by announcing a new product.
An email sending will support this campaign on social networks to inform your subscribers about the contest. Thus, more people will participate in your game.
Looking to set up Email Marketing for your business, but you do not know where to start? Take a look at our complete emailing guide designed for entrepreneurs.
Implement an integrated approach to Digital Marketing
Optimizing Your Digital Marketing Actions goes far beyond merely knowing every lever of Digital Marketing.
Now that you know what each lever is and you start to see how to use it for your actions let’s see how all these levers work together to support your business goals.
Indeed, there are many experts for each of these levers, but little know how to combine them to implement a strategy consistent with your business objectives.
Multichannel Marketing is a marketing approach that integrates several or all the levers of the Digital Marketing toolbox.
The goal is to create a seamless experience for your target audience.
By coordinating all your marketing messages on the various digital platforms and using multiple levers to support each campaign, you send a unified message and improve the success of each campaign – thus mastering how Digital Marketing works.
To create an integrated Digital Marketing strategy, consider how each of your digital levers can work together towards the goal you set for this campaign.
A simple example of combinations of these levers. For instance, if your Marketing goal is to increase traffic to your website, here are some tactics to consider:
Post content on your website. As these new pages on your business site improve your SEO, you generate more traffic to your website from Google, Share these content on your social networks to ensure their promotion. And your fans on social networks will want to know more and thus generate their share of traffic on your website, broadcast an extract of these contents to your list of subscribers to your newsletter, your recipients wanting to read these contents in full will click to go to your website, also contributing to the traffic. It’s just a basic example of how the different levers of Digital Marketing can work together to help you achieve your business goal.
Also, remember to optimize the location of your CTA buttons that point to the appropriate landing pages. This way, you guide your readers to the next step you want them to take.
Note: If you are looking to generate traffic, here are 93 ideas for making your market.
Then, to develop an integrated approach, make sure your message is consistent across all platforms.
Whether on your new pages on the website or for your posts on Twitter, for example, use the same tone to be as transparent as possible.
Now that you know how Digital Marketing works and why an integrated marketing strategy is essential for your business, it’s time to start planning your next Digital Marketing campaign.
Conclusion on this Digital Marketing panorama
Digital Marketing is the term ‘hat’ for all the levers of Internet Marketing.
Internet is not the only place to practice your marketing actions, even today.
On the other hand, you can not miss the opportunities offered by the web and, ultimately, every entrepreneur must practice Digital Marketing.
Here are the six levers of Digital Marketing:
Your website is the focal point of your actions in Digital Marketing, Natural Search (SEO) to attract your target with search engines, Content Marketing feeds into relevant information your goal, Social Media Marketing to reach your target where it is located, online advertising especially CPC ads to have an immediate impact, email marketing to communicate with your subscribers. A good strategy combines all these levers to ensure you achieve your business goals.
I hope this guide gives you some insight into Digital Marketing. Especially that Digital Marketing is more than just putting your website online.
Now, these recommendations are simple to read. It’s a lot harder to put into practice, especially if you’re trying to do it right!
You have to get started, practice it to learn to master it.
But anyway, you have the six main levers to put in place effective integrated marketing campaigns that generate concrete results.
You do not know what to do to get started? Start by defining your goal well and use the SMART methodology.
This is the basis for your business to attract qualified prospects and conquer new customers over time.
What is your favorite Digital Marketing lever? Do you use any of these levers in your business?