Web Marketing strategy: 5 essential ways to boost your business

by Brohems
Web Marketing strategy: 5 essential ways to boost your business

Having a beautiful website is useless if it does not attract visitors and generates no sales! This is why this channel, as essential as it is, must above all be integrated into a well-crafted webmarketing strategy.

Of course, this involves creating an effective website, but also other essential digital levers to boost your business. 

The 3 objectives of a web marketing strategy

Your web marketing strategy aims to transform visitors into customers, and these customers into ambassadors. It thus serves three major objectives, which are the acquisition of traffic, conversion and loyalty. 

The first objective of your web marketing strategy is therefore to increase traffic to your website. 

The second step is to get these visitors to carry out an action (request a quote, download content, make a purchase, etc.): this is called conversion. 

The third goal is to build customer loyalty by fostering engagement with your brand. A loyal customer is on average seven times more profitable to a business than a new customer (due to acquisition costs). 

This also allows you to cultivate a virtuous circle: a loyal customer will tend to create positive word-of-mouth, conducive to the acquisition of new customers that you may not have yet prospected. 

Discover 5 essential levers to develop a web marketing strategy that feeds these three objectives. 

1. Natural referencing optimization (SEO)

Search engines (especially Google) are the main source of traffic for a website. If you are looking to attract more visitors to your web pages, this is an acquisition channel not to be overlooked! 

To be visible on Google results pages, it is important to understand how the search engine works. 

Google uses “bots” to browse the web and scan websites. They analyze the technical performance, content and popularity of each page to index them in their databases. 

Thus, when a user launches a query, Google will submit a list of results that it deems the most appropriate. The search results pages (SERPs) are therefore ranked in order of relevance. This is called natural referencing.

As a result, the first position of the first SERP is the one that best meets Google’s criteria. Naturally, it is also the one that captures the best click-through rate on the page (30%). If we add places 2 and 3, this figure reaches 75%. This is to say the importance of the positioning of your website. 

Fortunately, these rankings are not fixed: you can take care of the optimization of natural referencing, also called SEO for “  Search Engine Optimization ”. It’s about influencing all the key factors, on your site ( on-page ) and off your site ( off-page ), that help improve your ranking on search results pages. 

With an appropriate SEO strategy, you can gain visibility and attract qualified prospects to your website.  The blog: asset of your webmarketing and SEO strategy 

Adding a business blog to your website is a real asset in your webmarketing strategy. Whether you manage a showcase site or an online store, it contributes to the development of your business.

Each blog article is an opportunity to position yourself on a keyword: this therefore contributes to increasing the traffic of your website and, in fact, your visibility. You can thus attract potential customers who are likely to be interested in your product or service offer.

Blog articles also give you the opportunity to position yourself as an expert in your field of activity. Thanks to quality content, which responds to the problems of your target, you gain credibility. The objective is, of course, to inspire confidence to lead Internet users to buy your products or services in fine.

2. Advertising on Google (SEA) 

To generate more traffic and leads through search engines, SEO is not the only lever. You can also use advertising on this channel: this is called “Search Engine Advertising” (SEA).

Advertising on Google is a powerful tool to quickly reach the first position on strategic keywords. If you’re launching your business or want to divert traffic from a competitor, this is a smart and effective way to do it. 

The principle is simple, based on an auction system. From the Google Ads advertising network, you identify the keywords on which you want to position yourself. Each keyword is associated with a cost per click (CPC or PPC for “Pay Per Click“): this is the amount you will pay as soon as a user clicks on your ad. 

Note that the more competitive a keyword is, the higher its CPC. It will also be more difficult to position yourself. You must therefore define the right keyword strategy to ensure the visibility of your sponsored links. 

Then, you can prepare the content of your ads: these are the texts that will appear on the search results pages. Therefore, they must be attractive enough to make people want to discover your content. It must also be relevant and well designed, otherwise all your prior efforts would be in vain (and it would be a poor return on investment).

Well conducted, an advertising campaign on Google generates powerful results. However, this requires developing an adequate SEA strategy, correlated to your objectives and your budget.

3. Sponsored posts on social networks (Social Ads)

Social networks are powerful levers for building a lasting relationship of trust with your target customers.

To grow your community, you can bet on sponsored posts or Social Ads. It is about distributing content to users likely to be interested in your brand and your offer. This assumes that, beforehand, you have an in-depth knowledge of your target: this is essential for creating successful Social Ads campaigns. 

Thanks to this customer knowledge and Social Ads, you can communicate in a targeted manner. Social media allows fine segmentation to improve the performance of your ads. 

In addition, you control their return on investment thanks to the reports that each social platform offers. As a result, you can analyze the statistics of your campaigns and make the necessary trade-offs: continuous improvement guarantees better results. 

4. Influencer marketing 

Social networks have also allowed the rise of another powerful lever in a webmarketing strategy: influence marketing. If it also applies to other media (online and offline), it has its peak on TikTok, Instagram or YouTube.

Influencer marketing involves working with content creators to promote your brand to their community. These partnerships with influencers give you access to a large and attentive audience. 

If some content creators have millions of subscribers (mega-influencers), they are not necessarily the ones that will allow you to generate the most business. It is also likely that your web marketing budget does not allow you to use their services! 

By integrating the lever of influence into your web marketing strategy, you can reach niche communities that are very committed to the content creators they follow. It is, in fact, more profitable to work with micro-influencers, or even nano-influencers. They bring together communities of 1,000 to 10,000 followers, with a relatively high engagement rate. You therefore reach fewer people, but aim for a greater conversion potential. 

5. E-mails marketing 

In your web marketing strategy, e-mails remain one of the most effective levers for communicating with your prospects and customers. 

Whether you are looking to acquire or build loyalty, marketing emails are a formidable communication channel, both in terms of their effectiveness and their profitability. Indeed, they are inexpensive to set up: you reach a large number of recipients in a few seconds. To save time, you can even automate their sending: this is called marketing automation.

This will, of course, require good editorial (or even graphic) work upstream. To be effective, your marketing emails must represent a strong added value for your audience. This is a necessary condition for them to reach their conversion goal. You must therefore ensure that your content marketing responds to the questions and needs of your audience. 

Thus, to develop an effective web marketing strategy, you must first collect information about your target customers. This is essential to deploy the appropriate levers and develop relevant content.

For email, as with other communication channels, you can make it easier for yourself by using CRM software. This database centralizes all the information on your customer prospects, correlated with the marketing actions that you put in place. You can thus better analyze the profile of your portfolio or the journey of each lead to refine your web marketing strategy. It is a valuable tool to achieve your business goals faster. 

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