Online marketing brings together the means and methods used to develop your business on the web. It exploits the opportunities available on the web to bring added value to consumers.
But finding your way to success on the Internet is not easy, as the competition is fierce. Online marketing experts therefore need new and better ways to make a difference.
In this article on online marketing, we will discuss the different possibilities available to digital marketers to achieve their goals on the internet.
What is online marketing?
Online marketing, also called digital marketing, digital marketing or electronic marketing, is a term used to refer to all marketing methods and practices on the Internet.
It takes into account:
- online communication (website, social networks, influence, etc.),
- the creation of traffic via digital media,
- and e-commerce optimization.
It thus aims to establish contact with the potential customer and to capture his attention enough to convince him to perform an action.
The term marketing used brings together the different disciplines of electronic marketing: cybermarketing and mobile marketing.
The benefits of online marketing
The interest of electronic marketing revolves around three main axes:
1 The increase in traffic
The traffic depends on the positioning of the site in the SERPs, its attractiveness and the marketing strategy adopted.
The objective of online marketing is to attract viewfinders to the website and convert them into prospects and then into customers. Indeed, more qualified traffic implies more sales and therefore an increase in turnover.
2 Customer retention
Online marketing also aims to develop a long-lasting relationship with customers.
For this, the company must develop offers adapted to its targets and communicate effectively with them. This refers to the principles of the 4 Ps of the marketing mix which are essential to any long-term business relationship.
3 Influence
The third objective of online marketing is to develop high visibility and notoriety on the internet.
The company uses influence marketing to create a strong community on social networks through community management. It will use, if necessary, influencers to promote its brand.
With a strong community, it becomes easier for a business to influence consumer behavior.
How to implement an effective online marketing strategy?
Adopting a good online marketing strategy means planning and implementing actions to achieve your goals on the Internet.
For the defined strategy to be effective, it must take into account a number of steps:
1 The website, the first step towards an effective online marketing strategy
The creation of a successful website is a mandatory step for any company wishing to succeed on the web.
The website offers an interface that is available and accessible in real time. Customers can visit it to find out information about the company and its products. On an e-commerce site, visitors can directly buy products as in a physical store.
But having a website is not enough...
Your site must rank well on search engine results pages to get organic traffic. It must also be efficient and attractive enough to retain your visitors and make them want to take action.
Consider providing a good user experience (UX). In the same idea, having a mobile-friendly site is essential to take advantage of the opportunities of mobile marketing.
2 Set clear goals
Setting goals and setting a budget to achieve them is the first step to effective online marketing.
You must define the purpose of your future marketing actions and set up a budget to achieve your objectives. It can be to increase your visibility and notoriety, to sell more by increasing your conversion rate, etc.
3 Define your targets
You can't afford to spend your budget without seeing real results.
To avoid this, you must accurately identify your target, their needs, their means and their habits. This different information will be essential for you to make precise targeting, that is to say, to propose the right offer to the right people.
4 Drive traffic to your site
There are several avenues to explore to bring visitors to your website:
SEO referencing
You must adopt good SEO practices: technical optimization, content optimization and netlinking. Content marketing is also of great importance.
Email marketing
Renew the interest of your prospects by sending personalized emails.
This inbound marketing strategy is known for its great return potential.
Promotion on social networks
Influencer marketing has a lot to add to your online marketing strategy.
Concretely, you must identify the most relevant social networks for your targets and regularly publish quality content there. Prioritize content that is shareable and likely to send traffic to your site.
The advertisement
Advertising offers the possibility of obtaining results more quickly, especially when you lack visibility. Several possibilities are available to you: Google AdWords, Display, Facebook ADS, PPC campaigns, etc.
5 Evaluate and improve
Constantly evaluate the performance of your online marketing campaign to see if your results are being achieved.
You can use tools like Google Analytics, Facebook Insights or Yooda One to track your results and understand your customers. The analysis of the data collected will help you determine the areas to improve in order to achieve your objectives.
