How to establish a digital marketing strategy?

The means to create visibility with its targets are numerous. They are adapted to each market, product and service. Using the content seen in the 4th step, the company must generate quality Leads. As we have seen, we are no longer in a vertical communication that is to say that Leads are active, they seek solutions to their needs and our goal here is to provide solutions. There are several methods to generate Leads:

Ads:

The goal here is to generate Leads and not the sale itself. There are several platforms, the main ones are:

• Google adwords, we can use it to test its market and do the eve
• Facebook ads, less efficiency (poor conversion rate).
• LinkedIn ads, very expensive but very effective especially to enrich his community
• Retargeting

Live Leads:

This strategy is called push. We are talking about cold Leads but who must absolutely be super qualified. The information must be retrieved directly from the available databases (BigDatas). It is an intrusive technique, time consuming, greedy resource. Outbound marketing is still relevant despite its high cost. You have to target the right targets and you have to come at the right time.

This includes phone canvassing, e-mailing, e-pub banners.

Other techniques are also possible such as participation in networks and events. Here the advantage is that Leads are hot. There is also the possibility to register in specialized directories: in b2b Leads are cold, and also push your customers, partners and suppliers to recommend you.

Natural with the Media:

In general Leads come alone to the company, the brand or its products and services: this strategy is called "pull". There is an infinity of techniques...

• Push content: content marketing
• Community management (Social Media Optimization)
• Search engine optimization (SEO) that affects bloggers, the press, generates backlinks
• Paid search (Search Engine Advertising)
• Marketing automation (Lead nurturing)
• Email marketing

Building a successful community is based on a well-defined strategy that integrates social methods and tools into business processes and goals.

There are 4 steps to creating a mature community:

1st step: Setting up:

• Social tools and technologies.
• Community structures.

2nd step: emerging community:

It is the beginning of a use, the moment to test the processes and / or community and social tools.

In parallel, setting up a watch to evaluate and prioritize the opportunities offered by socialization.

The constitution of the community, the recruitments, is a STRATEGIC step, it is a long process and which must be natural!

Quantity is not a representative value of the relationship between the company and its consumers.

The interesting indicators are interaction and relevance.

The relationship of a company to a user is based on a transparent and authentic exchange. This imposes a constructive dialogue. We must therefore consider both positive and negative comments.

Bad practices:

• Poor adaptability of speech in relation to demands
• Arbitrary moderation of comments
• A condescending attitude
• Production of false positive comments

3rd step: Community:

Have clearly defined roles, organized and financed resources (CM, premium, etc.), the defined editorial line, production of adapted content, etc.

4th step: Engage:

• Communication on MS is about engaging members of your community. That is to say to engage in commercial relations, commercial conversion
• Have brand ambassadors, people who defend and sell the brand: marketing commitment.
• It is a natural journey: "I am interested, I am informed", once consumer and satisfied, I recommend.
• The simple commitment: the user expresses his interest in the brand, to receive information (content, email, etc.)
• The commitment by the intention of purchase: it is near the act of purchase and inquires. As a result, he reads the opinions of others, and surfs the MS.
• The commitment to influence: the already-consumer consumer contributes to the creation of content, through comments, product ratings; he recommends the brand to his own communities (the most interesting).
• Not all Internet users react. We must consider 1-9-90 (1% create content, 9% broadcast it, 90% read it).

Identify the evangelists:

• It is necessary to look at the evolutions (long term) of the positive comments.
• See if these opinions are intended to influence the judgment of others.
• They are important consumers; the more important they are, the more successful the business will be.

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