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How do you know if your marketing efforts compare to other companies on the Internet, or more specifically, your competition? How do you know you are investing at the right place or if what you paid for is really useful?
The answer to these questions changes from industry to industry, even from company to company. However, there are the best practices to consider, based on two crucial factors:
-How do your customers use the internet?
-How does the internet actually work?
The answer to these factors becomes, what we call in marketing, the Inbound marketing strategy. In simple terms, the purpose of this strategy is to attract potential customers to a website with content that is relevant and useful for the visitor, then convert the visitor toward into a purchase. Without an inbound marketing strategy, a web page is simply a poster in an abandoned alley, and a paid campaign is just a message sent to increasingly disinterested people…
The 5 following are 5 ways to attract customers toward your website and engage them in relevant content.
Originally, A blog was a kind of diary shared on the internet. In the early 2000s, everyone had a blog, but only a few became notorious: blogs tackling topics that were useful for the readers and that spoke to them.
In the business world, a blog is a good tool to attract visitors. To become successful, a company blog must follow the same rule as any other blog: it must be useful and relevant to the reader. Does the reader learn something? Does the reader feel something? Is it funny, thought-provoking, inspiring?
Above all, is it read?
To ensure this is the case, a blog must act in concert with the following:
SEO (search engine optimization) is a complex term and discipline that explains something fairly simple: how to write content that will be displayed by the search engines, the largest being Google.
SEO is the passive strategy of publishing your content online, either on your website or on your blog. By using the right keywords, the expressions people may use to look for your services in search engines, your content is better positioned and is more likely to be found.
Hence So, once your content is optimized, you only have to wait for people to search the relevant keywords. But as with anything that is passive, it can take time.
Which brings us to:
Social media has a funny reputation: its use is almost universal, but content is rarely… serious, shall we say.
For digital marketing, social media is crucially important, it is your blog and website’s active strategy. As soon as you publish new content, you can immediately distribute it on social media. Your fans, subscribers, followers, etc. are your audience and can share the content to their own networks.
To become an effective distribution chanel, your accounts must be kept up-to-date and you must publish regularly. Having the largest audience is not the goal of social media, it is to have the largest amount of interested and engaged people as possible.
With relevant content, comes interested followers. If you use SEO, people can find you on search engines. With social media, they receive your content on their personal networks. And now?
Just As having the most followers on a social media is not the end goal, having the most visits on a website is not the ultimate goal either.
What you want is for visitors to contact you to book an appointment, visit your business, or order online products. In other words, you want to convert visitors into customers.
To reach that goal, your website must have one or more forms and, ideally, landing pages related to a specific content offer. When visitors fill out a form, you can contact them with automated emails to tell them about new content or offers that might be of interest to them.
The most important thing is to measure everything, to determine the effectiveness of your message and your offer, and always improve.
Your business must adapt to Internet users, and increasingly so, people access the Internet with mobile devices like smartphones and tablets.
Previously, all you needed was a website that could format itself to the size of a computer screen (a responsive design). Now, with mobile devices, a site needs to display properly on a variety of devices.
The use of mobile devices goes even further: your content must take into consideration the particular situation of your reader. Does he or she have the time to read several paragraphs to access crucial information? If your web visitor is in a car and looking for your website, is it easy to find it? This kind of situation is called “micro-moment” and can determine in an instant whether a visitor will deal with your business or not.
Now that you know what your company must do to stand out, are you ready to take the test?