To get inbound marketing vs outbound marketing campaign off to a good start, you need to THINK! Think about your goals, know your customers, leave them a good impression with quality content, and create your accounts on social networks. It is in this way that you will be able to make known your company, find customers, and prepare your marketing strategy. Here are 5 points to prepare you well!
1 – Start a web marketing campaign: the warm-up
Do you need to launch a new product? To make yourself known? Before you start, take the time to reflect in order to have a concrete idea of what a marketing campaign is. Take a few hours, a day or a week, but take a moment before you act.
You tell yourself that marketing has always existed, and that you know how to do it? That it’s finally what we called advertising that it’s simple that it’s about promoting creating the buzz? You are partially right, but today, with Marketing 3.0, things have become more complicated.
What is Marketing 3.0? Messages that focus on people, their values. Storytelling, with messages with an intellectual, emotional and social profile, which replace advertising slogans. With internet advertising, you offer moments, messages, and emotions.
You understood? Finding customers involves creating content that will capture their attention. To advertise is to make them want to share your pages and articles. Starting a web marketing campaign means giving the key to launching the engine that will boost your business.
But to get off to a good start, have a good unique selling point. This is the message that will be displayed everywhere, with which you will be identified. In order to define it, ask yourself who are your customers, your competitors, what are the problems of your potential customers, how you can solve them.
Finally, study your ecosystem, observe what your competitors offer. Be careful. Why not build on what you know how to do? Identify your strengths, your weaknesses, and what can weaken you. Is it clearer for you?
2 – Before starting a web marketing campaign, define your objectives
Want to increase sales, reach 200 more customers, improve conversion rate, and expand newsletter subscribers? STOP! You will have to sort and organize yourself!
If you want to promote your business, then turn to social networks to share interesting articles. You should be pleasant and attractive. This is to allow Internet users to know who you are. This is the influence step.
To generate engagement, again, use social media. Thanks to them, it is much easier to get in touch with an interlocutor. Remember that Internet users are very volatile and impatient. But they can become your ambassadors.
In order to increase your sales, try to know how your customers buy. Try to segment, to adapt your marketing strategy according to their tastes, their geographical location, and the channel they use the most to buy. Personalize the approach and make their life easier!
Improving your notoriety also allows you to find customers. To do this, develop your marketing mailing list, clearly indicating on your site or blog that by clicking on a tab, for example, Internet users obtain such and such a benefit. Keep in mind that no one buys a brand they don’t know.
Pursuing these objectives allows you to have better visibility and bring you closer to your customers. However, to rank on search engines, the key factors are numerous. Remember 4:
- The notoriety of your brand (direct visits by Internet users).
- The quality of Internet user engagement (time spent on the site).
- Backlinks (links on other sites or blogs, which point to your site).
- The size of your content and the keywords.
3 – Find out who your customers are
As you know, you have to know them well, but that’s not all, you also have to understand them! What are their interests? Their priorities, their values, their sensitive points? Study, conduct your little survey on what they like or follow on social networks. Perform your audience analysis.
Take this research time as an investment for the future. If you apply yourself, it’s not wasted time. Collect data from your website, everything can be useful to you. Examples? Stats on products sold, time spent on your site, conversion rate, and daily traffic peaks.
All this for what? To ultimately define your digital strategy! And know which types of visitors the most are interesting for your activity, and know their journey. A customer is always connected, on different media at different times of the day.
Let’s take the example of a car sales site: the customer journey allows you to know what steps the visitor goes through to make an appointment to test drive a vehicle. Depending on the steps, you can focus your efforts on improving important pages, inviting them to action (like registering their email address).
It is the search for customer touchpoints with your company. On the internet, this can be through advertising, blog articles, and newsletters. To know them, imagine, find the route that the Internet user takes to reach you. How does he proceed when he wants to buy your products?
4 – Think about content marketing
Content marketing is a powerful tool to exist on the networks without having the advertising means of the big brands. These can be YouTube videos, blog posts, Facebook posts, Instagram posts, twitter posts.
These are effective communication actions that can meet the objectives set for your communication campaign on the internet. Increase sales, generate traffic, develop awareness of your site or brand.
How to do? Attract attention by covering topics that will gain credibility. If your business is selling cycles, post fresh and light e-bike content on your blog or as a guest on specialty blogs. Or, write informative and practical articles on interview techniques.
Avoid overly marketing language, and replace it with a more direct tone, to create a link with your readers. Ebook writing services should be exclusive, interesting and inspiring, with cool images, an informative tone and high added value.
Make 100% use of the interaction potential of online tools, by creating dialogue, encouraging engagement, providing ideas for using your products. And most importantly, think about when to publish: a blog post about hiking should be published before the holidays.
Content marketing triggers a virtuous circle: more comments, more visits, more recommendations, and more sales. Remember that with optimized, relocated content, it is easier to reach your target audiences, to do local marketing.
5 – Create your social media accounts!
They represent great opportunities, provided you choose them according to your objectives. Facebook (1 billion members, 35 minutes of connection per day per Internet user, 2,000 active users per month) can really allow you to promote your products and the offers you offer.
Twitter can be used to reach customers located in your catchment area, Instagram allows you to show your products on a daily basis, Google Plus can complement Facebook and all the others by showing your products, your current offers, and LinkedIn is an opportunity to strengthen your credibility
Moreover, according to the latest figures, 3 billion people in the world are active on these networks (40% of the world’s population). Do you know that in France, there are 52 million Internet users (from 12 to 39 years old)? That among them, 42.2 million are connected every day, including 24.3 million from their mobile?
These tools can be very useful for your marketing strategy. They are tools for exchanging information, interacting, sharing, and connecting. See them as a simple way to build trust, expand your audience and your sphere of influence.
However, social networks, even when used for marketing, are not advertising channels like any other. You cannot only transmit information. You need to interact with the network, bearing in mind that each member has their own network.
However, plan time, it is quite time-consuming! And be aware that social media pages and accounts are scanned by search engines. The more interesting content you post, the more you will be visible in the results.
Thank you, you read my whole article! As a gift, a little bonus: think local, and be mobile responsive!
- Good to know: in 2017, 69% of in-store shoppers first checked online before buying. 43% of shoppers use their smartphone in-store to compare prices, read customer reviews and product features.
- Make yourself known locally, by displaying the address of your store on your site, by putting an interactive map online, by doing relocated advertising, and by being in local directories. 32% of clicks on location-based ads then result in either a purchase or a direct visit.
- The French connect mainly in the morning and evening, through their smartphone. Isn’t this vital information for your web marketing campaign? You have to choose the right time to publish your content!
- Mobile accounts for 70% of connections, 60% of searches on Google, 49% of advertising investments, +34% growth for advertising investments and +38% in turnover between 2016 and 2017. Analysts predict that 2018 will be the pivotal year when mobile advertising will overtake the desktop version. Think about it!