Digital Marketing is a handful and giving a wide set of possibilities to fit to any type of businesses. Whether you are a B2B or B2C company, you deserve to set a well-design Digital Marketing strategy in order to enhance your business. For some, this is a « swiss-knife » as you can do incredible number of things with the very same tools. For most of us, this is a delicate subject where we are lost due to the number of levers we can use and its quick development. The goal of this small article, is to focus on main levers/marketing channels that you deserve to work on/with.
In order to implement a complete strategy starting from the beginning, let us start from the most obvious, to the less obvious. The goal as said earlier, is to give a brief introduction to those notions. I will try to develop each of those levers in the coming articles in order to give you the insights that can be develop for your brand/company.
First Step – Customer of Acquisition
Whether lever you choose to develop, you need to define your CAC (cost of customer acquisition). To acquire a new consumer, you are going to attract him/her with a set of marketing operations. For a particular channel, you need to calculate like this following.
Example of a Digital Marketing Budget
- Google Ads
- Cost = 175.50€
- Number of new clients = 5
- CAC = 35.10€
- Facebook Ads
- Cost = 95.00€
- Number of new clients = 3
- CAC = 31.67€
- General CAC
- Total Expenses = 270.50€
- Total Number of new clients = 8
- CAC = 33.81€
Your CAC is 33.81€, and you can see that Google is a good lever in terms of volume (5 vs 3 / Google vs Facebook Ads). But if you get into details and see the CAC. Google Ads’ CAC is higher than Facebook Ads’ one. It means that per new client, Facebook is a « cheaper » marketing channel in this example than Google.
In this example, you can allow more budget for Facebook Ads to retrieve more new clients. If we do a simple 50/50 between both channels and we maintain this performance of CAC in each of the marketing channels, here what we can have:
- Google Ads –> 135.25€/31.67€ = 4.3
- Facebook Ads –> 135.25€/33.81€ = 4
In theory, you can expect more business 8.3 new customers with the very same budget. The role for a good Digital Marketing Manager and/or Traffic Manager is to optimise the budget by watching closely to each lever’s performance. Each lever presents different characteristics such as seasonality, customer target, sensibility regarding an offer, opportunities, events, etc.
Marketing Channels – The 5 Must-Haves
Search Engine Marketing
First of all, this is not only about Google! Google’s algorithm is specific. Google promotes a certain amount of URLs regarding the keywords that the user types. « Green URLs » are promoted by Google in the first place. The ranking depends on several characteristics: Wording, Meta-tags, Traffic on the webpage, Number or reports (if there is a report by a certain number of user, the ranking will go down), Google checks (by Google Bots and Google staff), Blacklisting, etc.
Beside Google, Yahoo and Bing are also search engines that are pretty much used by web users. Those algorithms are based on the volume of traffic and the wording. The optimization you do in order to get into the 1st page of a specific research is called : SEO (Search Engine Optimization).
SEO – Search Engine Optimization
You need to take into account all of the different type of search engines. In order to start to get a decent ranking on Google or any other possible Search Engine, you need to focus on 3 main points:
- Wording: Each page should have a brief « Title »(in blue). The chosen word should be specific and dealing with the content. But at the same time need to be keywords that the user could type to find you. Focus your attention on Permalinks (in green) also. The link that is used to redirect to the regarding page. Simpler and easier they are, more you can retrieve traffic. The description that you can have (in grey) are words that count in your research. More « matches » you have with the typed keywords, more you retrieve traffic to that specific page, more you are ranked in the first positions. That is a virtuous circle that any company should work on.
- Volume of traffic & Number of pages : More you create pages with a complete and optimised SEO, more you generate traffic to each and every page. If you generate traffic to sublinks, the home page will be better ranked.
- Netlinkings : The number of webpages that are redirecting to your website is really important as well. It plays on your e-reputation. And obviously, more your e-reputation is good, more chances to get into the first pages, on the top search. Google checks your e-reputation as well, so be aware of that condition.
SEM – SEARCH ENGINE Marketing
SEO does not cost you anything and can be done for free. All you spend is your time and your good-willing. For a big company, you spend the time of your employee. It is not directly an expenditure. Whereas, in SEM, you need to allow a budget (monthly or annual). All the budget should be allowed to buy spaces to figure on the top pages (Google Express Ads) or to boost your ranking by buying meta-tags.
Those two techniques need to spend monthly a certain budget to benefit for a specific audience and generate traffic.
Social Media Marketing
This is about Tribal Marketing or Community Management. But the social networks are an incredible lever. You have a segmented target/audience pool of potential clients. All you need to is to attract them through interactions and/or Ads based programs. Campaigns could be launched in those networks. Caution, you need to speak « the same language » as the regarding population. Hashtag in Twitter is a compulsory which is not the case of Facebook, Pins in Pinterest have not the same impact than when you are listed in Twitter or tagged on Instagram. Here a list of a must-have as a Social Media:
- Facebook page as a company (B2C) – fan page where you feed with news and special offers
- Facebook account (B2B) – to be in contact with partners and suppliers
- Facebook Ads – crucial to retrieve a maximum amount of traffic
- A Twitter Account is almost a compulsory in our days – customer service, B2B accounts, sales team, news feeder, offer/coupons based accounts, branded account, etc. All type of Twitter accounts can be created. Some brands have several types of accounts. To get into further details, please read this excellent article from Forbes.
- Twitter Ads, I am still discovering the parameters of an Ad service. It seems interesting to target a real active audience within an area and age specification, etc. It could be interesting in B2B and B2C as well.
- It is no more just a HR platform for a company or for B2B companies. It is far more than that. You can inspire people and generate a love brand thanks to LinkedIN. An account is compulsory to create a good e-reputation.
- The LinkedIN Ads are really targeted for B2B companies. You can find some B2C campaigns as well but it should be worthy for the company to run such campaigns (take a close look of the CAC).
- Media based networks – depending on your audience and your sector, you can pick some of the accounts. But, it is possible to communicate on all the following channels. You can work on a free based levels (free accounts) and/or use the paid-media system with Ads (Youtube and Dailymotion pre-rolls, Instagram sponsored contents, etc.).
Email marketing is something we are getting to use without thinking about its incredible potential. Initially used to contact and to replace the use of traditional mailing strategy, we came to use more and more emails. Furthermore than the occasional newsletter, email is also a powerful mechanic that can retrieve a lot of traffic and finally sales.
PRM / CRM
Prospect and Customer Relation Management (PRM, CRM), two fields that use emailing as their core strategy to retain and reactivate prospects/customers. Newsletters are the most commonly used technique. But here further ways to use emails to the same extent:
- Newsletter – To inform but also to prevent of any event on your website/physical store. This is important to vary the reasons. If you keep sending promotional emails, your audience will be tired of it. But if you turn into an information-based email then send another email with an offer few days later, you will increase the conversion rate.
- Event based emailing – First time you buy something, 1st year of registration to a program, Loyalty reward, Regular buyer, Summer Sales, Winter Sales, New Collection, Birthdays, Private Sales, Private Outlet, etc. There are so many ways to create an event and make your audience react.
- Informational emailing – Sending news about your company or about the sector, giving tips or asking their opinion is all kind of reasons to send a newsletter. You need to change the reasons to contact your audience. Surprise them!
This is a push strategy. You surprise an audience that did not expect to receive your mail but indeed, they have opened. It is a strategy to renew your audience and trying to attract new customers. Natexo is one of the finest agencies in that field that can help you to get those new customers. You can do campaigns based on three major ways:
- Traffic generation –> you give an incredible offer that triggers the targeted audience that clicks to end up on your website.
- Brand communication strategy –> you present your brand to a new audience to seduce them, and make them search about you and/or click on your creative to land in your website.
- Collecting leads –> identify a new target that you did not touch yet and trying to collect information in order to make prospect them. Acquiring leads can be another way to use emailing in an acquisition perspective.
Wording is the key as we could have seen before for the SEO. Content management or Content Marketing is part of that principle. Creating pages that are helpful are meaningful for your targeted clients. This will enhance your brand loyalty and build a good e-reputation/liability. Plus, it helps to promote your website to a certain levell.
Good SEO –> Good Ranking in search engines –> Good traffic –> Good e-reputation –> Good SEO –> (…)
To implement your strategy in Content Marketing, here the main possibilities (of course , you can find more innovative ways to get to your goal):
- Blogging – run a corporate blog feeding with useful articles and news from the company.
- Forums – there is a risk by creating a people-based content. You can barely control its content and it could backfire.
- Articles on your website – giving tips or informations that helps your brand and/or your customer. This would make the client stay in your website and even more interesting: to be THE reference of your sector.
- Micro-sites or « White-papers » – this is usually used by companies in a B2B business. They use those kind of techniques to catch and retain a lead. Catch them with a useful white-paper dealing about a hot subject to get informed in the sector. This will give you an « expert » position in the sector. In exchange, the user will give their contact details. The micro-sites is to retain the lead or customer in order to make him/her get to used to the brand/company. So that, they will not search for any other brand.
In a future work, I will talk in detail about each and every lever I had developed in this article. Hope that can help a maximum amount of people who could be lost with all the plausible levers.
Looking forward the feedbacks and/or comments. I end this article with a nice quote from B. Franklin.
« An investment in knowledge always pays the best interest. »
– Benjamin Franklin