How to set up a web marketing strategy
How to set up a web marketing strategy ?
Today, it is in the interest of companies to work on their digital presence, because many prospects are Internet users. To increase your notoriety online, you should not only create a website. You need to establish a good webmarketing strategy.
How to define your digital strategy according to your business ?
First of all, it is necessary to come back on a definition. What is webmarketing ? A company can deploy marketing actions and strategies for to become known on the Internet in order to develop. This is the web marketing. The main objective is to gain and retain customers through channels such as: websites, e-mailing, etc.
Web marketing is an integral part of the digital strategy of a company, in the same way as the content marketing.
Your digital strategy must be consistent with your business. Every company has its own strategy. However, there are some basics that are also valid for implement a webmarketing strategy.
Define the target customers is essential. It’s about building detailed buyer personas through research or surveys. Then, it is necessary toidentify the marketing objectives.
These should be linked to your core business objectives.
It is also advisable toanalyze the available marketing channels and that can be used to build your digital strategy. A widely used method is to classify the existing means of communication into owned, earned and paid media. In the first category is for example your website.
Its advantages for your company are no longer to be demonstrated: improvement of your brand image, increase of your visibility, etc. However, you will need to monitor the online reputation of your website.
Once the channels have been analyzed, a strategy document detailing the actions to be taken must be drawn up.
What are the steps to define for a web marketing strategy ?
Set up a web marketing strategy involves going through several key steps. Start by making a audit of your companypresence on the Web. In concrete terms, this involves analysing your strengths and weaknesses. Then, determine your objectives.
These should be SMART, that is, Specific, Measurable, Achievable, Realistic and Temporally defined.
The third step consists in identifying your targets and prioritizing them in order to discern the buyer personas. Depending on the targets you have identified, you will need to select the most relevant digital channels. From there, develop a strategy ofinbound marketing. It’s all about providing qualified prospects with information that will drive them to you.
Finally, choose KPI (Key performance indicator) to measure the effectiveness of the actions implemented. The best performance indicators are those that allow you to determine the extent to which an objective has been achieved.
How to set up a winning web marketing strategy ?
For setting up a web marketing strategy winning, you will absolutely have to define objectives. These will allow you to establish an action plan. For example, if your goal is to increase your sales, you can improve the buying experience on your website to improve customer satisfaction. In parallel, you will have to determine your positioning in relation to your competitors.
Analyze their strategy to define the actions to take in order to stand out.
Only then can you really start to build your web marketing strategy. First of all, you will have to take inventory of the means you have at your disposal, i.e. your website budget, your material and your skills. Based on this information, you may want to outsource the development of your web marketing strategy. You may also decide to use your own technology internal resources.
Your employees may need to be trained in digital marketing. On this site, you will find customized offers.
For elsewhere, optimize natural referencing (SEO) of your website. You will need to select the right keywords, create an original meta description tag for each page, work on your URLs, etc. Make sure you also offer the Relevant and up-to-date content to be able to generate traffic on your website.
The advertising Other effective solutions to increase your visibility are search engine optimization and social networking. In addition, consider integrate the mailing in your web marketing strategy. Simple and inexpensive, this technique is particularly useful to communicate on promotional offers.
To determine if your web marketing strategy is really winning, monitor your results. To do this, collect quantitative data and compare it with past results. As an illustration, you can compare the sales figures before and after the implementation of your web marketing strategy.