After a 2020 impacted by the health crisis, every company had to rethink its way of communicating and adapt to a constantly changing situation. For 2021, digital technology is central to our business challenges, it’s become a priority. So, how do you give your brand visibility, and what are the right levers to use on the web? Here are our top 5 unmissable tips.
🚀Tip #1: Digital technology is everywhere, use storytelling!
Digital technology is everywhere and is invading all areas of marketing. From promotion to purchasing to customer relations, it’s at every point of contact between companies and customers. When it’s used wisely and properly integrated, digital technology enhances the customer experience. In the huge playground of the web, there are more players with every passing day. Competition is dense; it appears increasingly strategic to choose your positioning carefully. Storytelling is the first strategic element to implement in order to make a success of your digital marketing plan. It’s become twice as important with the rise of webmarketing and social networks. Storytelling emphasises a desire for transparency, dialogue with communities, and shared values. Even though “classical” advertising still exists, companies are increasingly getting their message across by soliciting their users directly, inviting them to co-construct stories, always revealing a little more of themselves.
The foundations of a good digital marketing strategy consist of defining your targets and your editorial line. Targeting your messages is necessary in order not to disperse your efforts, and above all in order to reach the right target.
👉 Define your priority and secondary targets.
👉 Allocate your budgets in line with segmentations.
Finally, you need to design an editorial line that meets your target’s expectations and languages.
👉 Determine the style and mood of your publications
👉 Stick to them in all your publications. An editorial charter is as valuable as a graphic charter in freeing your brand’s body and soul😊.
🚀Tip #2: Conquer your customers with Google
Google is the number-one search engine when it comes to making your business visible on the web. Every potential BTOC prospect carries out a web search before choosing and making a purchase; and that’s also true for BTOB. The goal is to be visible and get yourself known before your competitors so as to be ready and waiting when your targets make their first searches.
👉 To do this, your brand must appear in the first Google result positions on your targets’ keyword requests. Optimise your site’s natural referencing and create paid ads via Google Ads.
👉 Good to know: create a blog affiliated to your website and including expert articles. Mesh your articles together with anchor links to the most relevant keywords, which Google robots love 😊.
👉 Other criteria concern your pages’ downloading speed and your website’s overall technical performance as regards meeting Google’s requirements.
👉Last but not least, use Google Analytics to monitor numbers of new users and traffic sources, which you can easily track by creating UTM links.
🚀Tip #3: Use social networks to get your brand liked
Social networks are platforms for expression, sharing, monitoring and prospecting, where storytelling is king. Social Selling enables you to detect and accelerate your business. It’s not necessary to be present on all social networks: choose the ones that best resemble your targets. Content such as behind-the-scenes articles and quizzes can be a good way of getting your company known and will help showcase and promote your brand. Every company employee can play a role here and interact on the company’s content and external publications. Like, share, comment – be active!
🚀Tip #4: Get to know your prospects
If you’re at this stage, it means that you’ve succeeded in being visible on Google and on social networks. Now you have to succeed in collecting information from your users, including names, phone numbers and email addresses, so as to maintain contact with them and be able to offer your services on a one-to-one basis. The best solution is to create attractive landing pages and offer quid pro quos that will win your prospects over, such as inviting them to a webinar or to download a white paper.
Example of a Landing Page
🚀Tip #5: Prepare your marketing emails with the greatest care
Email is the number one communication channel in a company with an average of 36 emails received per day per employee, excluding advertisements and spam. It is also the most appreciated communication channel, as it is the least intrusive digital communication channel for professionals. It is a safe bet for information* (61% of reasons for opening). The 4 determining elements for opening emails are:
👉 The relevance of the subject line,
👉 Knowledge of the sender,
Trust in the sender at 81%.
👉 Personalization of the subject line at 42%.
In all respects, your employees’ emails meet the above criteria, whereas they are often neglected. To try the solution, 14 days are offered to create your email signature template and create a campaign, click here.
When developing digital campaigns, we automatically think of sponsored content, social networks, display banners and mass emailing. Regular emailing campaigns enable you to reach a large number of targets and communicate on several subjects at the same time. They also highlight your visuals and brand image.
Cold email is making a comeback, and email signatures are a new form of display, more effective than display banners on websites. The one-to-one email is inexpensive and has the advantage of combining a personalised, targeted message with a customisable, targeted email signature. The last advantage is that it is highly visible. An email signature says a lot about your company: it conveys your brand image. It’s a digital business card that can make all the difference during email exchanges. It makes the relationship friendlier as well as enabling a new use: communicating on your news. Communication is via your best ambassadors, your employees. It’s a simple way of promoting yourself. The Boost My Mail web solution personalises and synchronises all your employees’ email signatures in one go. The platform enables you to programme banners and measure your campaigns’ performance. For example, the REALITES Group used the solution at the beginning of the first lockdown to implement a campaign announcing the creation of a dematerialised buying journey. The campaign generated over 33,000 clicks. A very positive result that helped generate a +37% sales growth in the first half of the year, at a time when the national market was down by almost -30%”, says Arnaud Tesson, Réalités’ Corporate Communication Project Manager.
Email is the number one communication channel in a company with an average of 36 emails received per day per employee, excluding advertisements and spam. It is also the most appreciated communication channel, as it is the least intrusive digital communication channel for professionals. It is a safe bet for information* (61% of reasons for opening). The 4 determining elements for opening emails are:
👉 The relevance of the subject line,
👉 Knowledge of the sender,
Trust in the sender at 81%.
👉 Personalization of the subject line at 42%.
In all respects, your employees’ emails meet the above criteria, whereas they are often neglected. To try the solution, 14 days are offered to create your email signature template and create a campaign, click here.
You now have all the keys to a successful digital marketing strategy for 2021.
*According to the SNCD email marketing study / 2017