Nowadays, it is unthinkable for a company not to take a closer look at the digital world and all its opportunities. Indeed, digitization is now an integral part of our daily lives and the subject should be analyzed carefully.
If you are in the optics of registering your company in a more digital dynamic, here are the 8 essential techniques that you can put in place.
Set up a site that is both ergonomic and fast
To successfully digitize your brand , you must first focus on your website. The days when you could develop a simple web page, with its contact details and a few images, are definitely over.
Today, it is necessary to take into account different concepts to establish its website: ergonomics, fluidity and speed. In a world where digital is everywhere, everyone expects to be able to get all the essential information about your brand directly from the internet.
To gain the trust of Internet users, and therefore that of your potential customers, you will have to offer a web platform accessible to all. This means that you have to be able to navigate there simply, without wasting too much time, and that your different pages should open in just a few seconds. All of these points will be essential in order to truly subscribe to this digitalization process.
Another criterion should not be overlooked. It is about developing a “responsive” site, also called “mobile-friendly”. Concretely, given the importance of smartphones in our daily lives, it is essential to be able to make yourself available on all media.
Your site should be as suitable for a small screen phone as it is for a tablet or a computer. If this is not the case, you will undoubtedly lose the trust of Internet users and that of many potential customers. Fortunately, there are more and more platforms to develop a site as responsive as possible.
Create a sales funnel in order to take Internet users to the point of purchase
If you look at the different techniques available to boost the digitization of your brand, you have most certainly heard of a “sales funnel”. Also called a “sales funnel”, this device will represent the way in which your Internet users will move to be able to reach the act of purchase (we will generally speak of “customer journey”).
The more this strategy is pushed and in agreement with your target, the more you will be able to benefit from it. Your sales funnel will consist of several essential steps such as, for example, gaining the trust of your potential customers, offering them attractive offers or encouraging them to buy.
As with all other aspects of your digitalization, your sales funnel must be coherent and be like a real “journey” to push your customers to buy from you. Different strategies can be put in place to achieve this. For example, to generate interest in your prospect, you can develop content marketing strategies, email campaigns or the strength of social networks. Once these prospects are interested in you, you can take them to the rest of your sales funnel, in particular by offering them sales offers. All of these points will determine the number of purchases that will be made from your brand.
Optimize your pages for natural referencing (SEO)
For all companies on the internet, it is impossible to ignore natural referencing (SEO) . This system is of key importance in order to be visible to the greatest number of people and to establish itself in a sometimes very competitive sector. The more correctly you are referenced, the more you will take precedence over your direct competitors and be able to capture a larger clientele.
For a good SEO optimization of your pages, it is advisable to look at different points. It will be essential to include relevant keywords in your texts, while respecting the principle of the “long-tail” (or “long-tail”, in English), which is increasingly omnipresent in the marketing of content.
Choosing your keywords should not be taken lightly, on the contrary. By doing extensive research, you will then be able to define the words and phrases that will help you capture a large target. At the page level of your website, also make sure to fill in meta-titles and meta-descriptions, allowing you to increasingly capture the attention of search engine robots. Of course, these are just a few examples among many. Today, we find more and more techniques allowing to register your brand in a dynamic of good SEO.
Be active on different social networks
Like natural referencing, it is impossible to ignore social networks and the benefits they offer. In order to be able to impose your brand in its sector and to increase the loyalty of your customers, you will have to make yourself visible on several of them such as Facebook, Instagram or LinkedIn.
Facebook has become more than essential for businesses and offers tools that are specially adapted to them. We must not forget that, now, the vast majority of prospects are present on this network and that they use it to learn about different brands and companies. Having an active presence will allow you to arouse the interest of your prospects, increase the feeling of trust and ensure fast and easy customer service. Indeed, it is more and more common for users to ask a question directly on a company’s Facebook page rather than sending an email or contacting a hotline.
For brands, Instagram can also offer many advantages. Concretely, it was argued that the engagement rate on this network was among the most important. In addition to the possibility of highlighting some of your products, it is possible to make yourself accessible to a very specific target. In fact, 18/29 year olds make up more than half of network users and many are true followers of the platform. In addition to making itself known, Instagram offers good solutions in terms of creativity, allowing you to develop ever more relevant visual marketing strategies. On top of that, Instagram always comes with more tools to help businesses grow.
Finally, do not neglect the advantages offered by the professional network LinkedIn. In fact, it is the essential platform for B to B. As a result, you can reach new partners or find the talents you lack.
Develop paid marketing strategies
To successfully digitize, it is possible to turn to various free techniques. However, that doesn’t mean you shouldn’t take a closer look at paid tools – quite the contrary. Indeed, they will allow you to maximize your visibility even more and therefore, increase your turnover.
Among the most interesting are Google Ads. This device allows your site to appear directly on the first pages of search engines according to well-defined terms or expressions. By focusing on the keywords that are most important to your site, you can secure a place in the top 3 of Google results without going through a long-term SEO campaign. A very effective strategy to increase your traffic in the short and long term.
In addition to that, you can also take advantage of Facebook Ads advertising technology , helping you to promote your products or services directly on Facebook or Instagram. This will help you in particular to make yourself known to new prospects, thanks to the very advanced targeting parameters, allowing you to reach the audience you want. . As a result, you can be sure that your post gets on the feed for the type of customers you are targeting.
Create a blog to publish content regularly
No matter your industry, you can set up a blog on your website. The latter will offer you various advantages.
The first of them is, without a doubt, the SEO optimization of your website. Indeed, in each of your articles, you will be able to include keywords relating to your sector of activity or your products. This, thanks to internal linking techniques, will allow you to boost the rankings of all your pages relating to these keywords.
In addition to that, it is a device allowing you to create a real bond of trust with your prospects. If they can find all the answers to your questions, then they will be more inclined to use in your home. Note that visibility will also be one of the advantages of your blog. Indeed, if you write a relevant article, it can be shared on social networks and, in some cases, go viral. For this to be as effective as possible, it is imperative to establish a real content marketing strategy and to publish regularly.
Generally, it is considered that, for a brand, an article published once a week is a good frequency.
Look into influencer marketing to expand your community
With the arrival of the digital age, we have also seen the birth of a new notion: influencer. Going further, we see that we even speak of “influence marketing” or “influence marketing”.
For many companies, this will position itself as a real opportunity to gain notoriety and increase the number of sales. Concretely, this system is based on the notoriety of certain individuals considered to be “influencers”. If you take a closer look at Instagram accounts with millions of followers, you’ll often notice that they are promoting certain brands in different posts.
To summarize quickly, we can say that looking for an influencer is a bit like looking for an ambassador for your brand. Note that, depending on the products you offer, or the services offered by your brand, you may turn to different platforms bringing together influencers. In the list of the most popular, we find Youtube, Instagram or even traditional blogs.
In terms of influencer marketing, there are several ways to proceed. Some brands opt for sending a “BuzzKit”, which consists of sending a sample of your products to an influencer so that he can test it and give his opinion on his networks. Content sponsorship can also be interesting to consider when looking to gain visibility. It will also be possible to use product placement, which is particularly popular on Youtube.
In any case, before contacting an influencer, make sure that what you offer is in line with his profile or his editorial line. Going further, we discover other devices such as unboxing or takeover.
Take advantage of outreach marketing to generate more traffic
Finally, in the opportunities in terms of digitalization of its brand, we find outreach marketing.
Concretely, this device aims to increase the reach of its publications. For this, it will be necessary to create a link with other people who have a good community. In order to achieve this, it is possible to ask certain people related to your products to contribute to your publications. Often times, they will share it with their own target.
Among the most effective solutions in terms of outreach marketing, we find the interview. If you interview someone who is reputable in your industry, and you post this exchange on your blog, it is likely that that person is sharing this content with their community, increasing your visibility, sometimes dramatically.
These eight techniques have proven to be effective for many brands wishing to succeed in their digitalization. Over time, you will come to define which ones will work best and which ones you still need to work on.
The goal of any online brand is to be successful in combining different strategies that all work effectively. To do this, you have to test the different techniques one by one and prioritize those that work best for you.
Of course, you can have a digital marketing professional accompany you throughout the process to make sure you get the maximum benefit from it. If you want to discuss the possibilities you have for your site or your brand, feel free to book a free strategy session with us so that we can set up a process for you to follow.