What is a Web marketing strategy?
A web marketing strategy is the implementation of a plan including different actions aiming at reaching objectives through certain actions.
Without a clear plan, realistic objectives or with poorly defined targets, many mistakes can be made and lead to financial losses.
Step 1: Define a goal, objectives, specific marketing actions
Plan to achieve a realistic, quantified goal.
Examples:
Become the #1 selling organic product in Quebec in 3 years.
- Increase the company's sales by 20% in product category X over the next 6 months
- Collect 150 qualified leads per month for our main service starting in June.
Avoid vague goals such as "make as many sales as possible".
Step 2: Know your target, the customer
Marketing actions are different depending on the type of audience. You don't address a child in the same way as an adult.
- What is my target audience?
- Who am I going to address?
- Who are my customers and decision makers?
Here are some questions to ask yourself that will help you define your target
- Where are my customers located in which country, city, district?
- What is their age range?
- What interests them?
- What platforms are they on?
- What is their income?
- Am I targeting individuals or SMEs?
- Etc.
Step 3: An effective website
Setting the objectives of the website and defining the target are the basis of an effective website, it's according to the objectives and the target that the structure of the site will be organized and its text written.
Another question must be asked:
- What should I put in place to achieve my objectives?
- What tree structure for my site?
- What design, content and call to actions on the pages of the site?
- Is a blog essential?
- Do I need my customers to subscribe to a newsletter?
- Should I add a share button to social networks?
- Is my textual content useful and relevant, would it be good for SEO?
- Etc.
Step 4: Content and SEO
It's essential to be present in the search results on strategic keywords. Most consumers do their research on the web before contacting any company.
A rich content (text, images, videos) and a good natural referencing of all the pages of the site including that of the blog or the details of the products you sell, is essential to the development of an effective web marketing strategy.
Step 5: Online Advertising for Conversion
Advertising on Google is an integral part of the marketing strategy. It allows to position almost instantly with purchased keywords, ads leading to your site.
Use online ads effectively by choosing the right keywords, writing effective ads and setting up a specific landing link for each ad.
Example: If you want people to buy your latest product, send the user directly to the order page for that product, not the site's home page.
Users don't like to go through several steps and pages to find what they are looking for, so make it easy for them.
Step 6: Use social media
Use social networks to increase traffic, generate more customers and improve the conversion rate.
Facebook, LinkedIn, Instagram, etc.: are not just platforms for posting photos or statuses and emotions. When used properly, they will be your best allies to increase and retain your prospects, sell your new products and services, improve your reputation via customer reviews.
Step 7: E-reputation vigilance
It's very important, even vital for a company, to monitor its e-reputation, to manage well the customer reviews on Google and on social networks and to make sure not to have negative reviews. If it's the case, to limit the damage by trying to solve the problem of the unhappy customer. You can use the different E-reputation management techniques used by companies.
Step 8: Tools and Analysis of Results
Several tools are available on the net to examine the performance of your website and your web marketing strategy. Starting with the two pillars of analysis: Google analytics and Google search console.
The data collected, once analyzed, will be used to optimize your web marketing strategy.
To conclude,
Several steps are necessary to establish an effective web marketing strategy. At 8P Design, our experts are available to help you and create a strategy adapted to your needs and your business. Contact us for more information!