What is Digital Marketing?
Digital Marketing (or Digital Marketing) refers to all Marketing techniques used on the Internet.
Marketing is the way to connect with your target audience in the right place at the right time. Today, that means you have to meet them where they are: on the Internet.
The main techniques called levers are:
Content Marketing,
SEO (SEO),
Social Network Marketing,
Email Marketing,
Internet advertising,
Conversion Optimizations .
And most importantly, we teach you how your business can take advantage of Digital Marketing to:
Conquer new customers, Give visibility to your company, Promote your offer of products or services to a wider audience, You stand out from the competition.
In addition to the potential for growth, Internet Marketing brings great flexibility and agility thanks to many statistics available in real time to measure the impact of your actions.
Thanks to these "real time" measures, you fully control the costs of your actions in Digital Marketing. In addition, the necessary budget is generally much lower than the so-called traditional marketing actions.
Importance of Digital Marketing .
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.
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 company can for example:
Invest in online advertising campaigns, Send email campaigns, Animate your accounts on social networks, Sensitize other media .
The Internet plays a leading role in the way consumers make purchasing decisions.
As a result, today Digital Marketing is essential, regardless of the business sector of your company.
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 to their Digital Marketing actions.
Digital Marketing for B2B companies
If your company's offer is for other companies (B2B), your goal with Digital Marketing is to generate leads, so that one of your sales representatives takes over.
For this reason, you must use Digital Marketing to attract visitors and then convert them to a qualified prospect, before sending their contact information to your sales team.
If your company's offer is for individuals (B2C), your actions in Digital Marketing must:
Attract people to your website,
Then incite them to 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 / or 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 important to understand how Digital Marketing works in order to implement the most appropriate tactics according to your target and your product and / or service offer.
That's why I'm going to start by explaining the role of each Digital Marketing lever and how it can help you achieve your Marketing goals.
Let's now review the 6 levers of Digital Marketing:
Your website,
SEO (SEO),
Content Marketing,
Marketing on social networks,
Online advertising,
Email Marketing.
Your website: the keystone 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.
That's why you have to fine tune the architecture of your website as well as its design like layout, colors, graphics.
And it's a reality!
According to Adobe, 38% of Internet users give up on a website if they find its content or layout unattractive .
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 clearly 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.
Natural SEO (SEO): attract your target with search engines
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 important to be on this first page, and of course, 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 initiated a query 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 certain keywords in your content, you will reach the users most likely to be interested in your products or services.
To start in SEO
Now that you know how important SEO is to all Digital Marketing efforts, you may be wondering what the main principles are:
Content Marketing: Informing Your Target
Content Marketing is the third lever with an important role in the operation of Digital Marketing.
This essentially 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 traffic on your website,
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 2 examples:
An e-mail of thanks to a user who has just subscribed to your newsletter,
Or a downloadable white paper that describes the issues facing your target customers ...
In concrete terms, here are some types of content to support the goal of your Digital Marketing actions:
A page on your website,
A blog article,
A publication on social networks,
A white paper,
A case study,
A customer testimonial,
A tutorial video of a product,
An image of your team,
An info graphic,
A podcast recording,
And even an ad advertisement.
To decide what content to create to support your Digital Marketing campaigns, the key is to choose the topics that most appeal to your target audience.
For that, here are the 2 pillars of a successful Content Marketing:
Know your target audience perfectly and formalize it as a persona,
Identify the types of content to be published according to user intent.
To start 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.
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 Media Marketing (or Social Media) is about promoting your content and interacting with your target consumers on social platforms: Facebook, Instagram, LinkedIn, Pinterest, Twitter.
This lever of Digital Marketing contributes to:
Increase your notoriety,
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 do a search, your target is on their favorite social network.
There are many social networks, each with their own specificities.
The social networks best suited to your offer depend essentially on your target audience. For example :
While for a B2C business, 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 important opportunity to reach new prospects.
Animating your presence on social networks can:
To be a lever as such,
Or better, come and support all your other Digital Marketing efforts.
For example, if you have a white paper that lists the issues your audience faces on a daily basis, 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.
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 the cost-per-click ads (CPC or PPC for "pay per click" in English)!
CPC ads are a type of ad that you only pay for each click on your ad
Google Ads (formerly Ad Words) 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.
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 certain 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 CPC 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.
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 often used to:
Increase brand awareness,
Establish your leadership in your area of activity,
Promote your events and other promotions ...
The content of your emailing ultimately depends on the goals of your campaign.
Here are some examples to develop to support your Digital Marketing campaigns:
Send a welcome e-mail once a user subscribes to your mailing list, to tell him what he can expect from your next emails,
Propose promotional content directly in the consumer's inbox,
Publish a monthly newsletter to your subscribers to give them access to the latest content on your website,
Get in touch with 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.
Finally, emailing 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 certain products and / or 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.
Implement an integrated approach to Digital Marketing .
Optimizing Your Digital Marketing Actions goes far beyond simply 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 own 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. On the other hand, few know how to combine them intelligently to put in place a strategy in line with your commercial 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 the workings of Digital Marketing.
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.
What are the main benefits of Digital Marketing?
Any campaign in Digital Marketing is, Very efficient and inexpensive, Easy to put in place,
Measurable and therefore easy to optimize .
In addition, it gives you the means to reach a global market.
Finally, you seem like a modern company for your customers and you have the opportunity to confront you with companies much larger than yours.
Now that you know how Digital Marketing works and why an Integrated Marketing Strategy is essential for your busines 
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