Today, it is difficult for a business to exist without web marketing. The digital strategy can be more or less developed, but the simple fact of being present on the internet constitutes in itself an act of webmarketing.
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Definition of web marketing
Webmarketing brings together the different methods to promote and improve the visibility of a product, service or brand on the internet. It draws its roots from traditional marketing techniques by adapting its actions and tools to web technologies.
According to the strategic objectives of the company, the implementation of webmarketing actions aims at different results.
- Boost website traffic.
- Improve brand visibility.
- Enhance the image of the company and therefore its relationship of trust with its target.
- Set goals on sales, contacts and number of site visits.
- Create a community around your brand.
- Optimize the customer relationship.
- Build customer loyalty.
- Prospect new markets.
By building a web marketing strategy, a business will engage and capture the attention of consumers. The web marketing teams rely for this on a wide range of tools that can be classified into six major families.
- Traditional digital marketing tools such as emailing, SEO, internet advertising, affiliate and sponsored links.
- Classic social networks like Facebook, Twitter or LinkedIn.
- Social networks specializing in the sharing of visual content such as YouTube, Instagram or Pinterest.
- Community brand platforms that encourage experience sharing.
- Social commerce based on customer reviews and recommendations posted online.
- Curation platforms that publish selected content on targeted themes.
The 4 elements that make up web marketing
Inspired by classic marketing methods, web marketing benefits from its own specificities in terms of customer relationship management, information dissemination and SEO. To implement such a digital strategy, companies must be based on 4 essential activities.
- Set up strategic web marketing: strategic watch, analysis of demand and competition.
- Generate traffic: promotion on various web media with, among other things, natural and paid referencing, presence on partner sites or affiliation.
- Building customer loyalty: involving a community around the brand, creating new offers and promotions.
- Analyze performance: conversion rate, search engine positioning, ROI
Strategic web marketing allows a company to analyze the requests of its customers and prospects on the internet and to develop an acquisition strategy in terms of visibility. This component involves three actions: the webmarketing audit or, more precisely, the analysis of the current market situation, strategic watch and the webmarketing mix.
The web marketing audit consists of evaluating the market in which companies wish to establish themselves by carrying out a study. This is based on the analysis of supply and demand, positioning and competition. To do this, some traditional marketing tools like the SWOT matrix can prove to be of great use, in particular to identify the strengths, weaknesses, opportunities of the business and the threats it may encounter.
The implementation of a strategic watch is also an essential element, because it allows companies to anticipate changes in the market and competition. This step sheds light on the adaptation and implementation of a company’s operating strategy in line with its sector of activity. It greatly contributes to maintaining the competitiveness of the brand.
The webmarketing mix is a derivative of the traditional version of the marketing mix, applied to the internet environment. The marketing mix is based on the 4P strategy: Price, Product, Placement (or Distribution) and Promotion (or Communication). It positions the consumer as the last actor in the sales process. The webmarketing mix integrates the consumer at all stages of the webmarketing strategy. With the emergence of social networks, the customer is no longer passive. He comments, gives his opinion, shares information. The webmarketing mix is therefore broadening by including concepts not present in the 4P strategy. In particular, it will take into account personalization, privacy, customer service, community or security.
The challenge of web marketing is to increase the number of visits recorded on business websites and traffic. Different levers can then be activated in a marketing campaign:
- natural or paid referencing,
- social networks,
- online advertising.
Natural referencing, or SEO for Search Engine Optimization, consists of positioning the content of a website in the first results of search engines, mainly Google. Web marketing teams must therefore pay particular attention to SEO optimization from the creation of the site. Choice and insertion of keywords, quality and relevance of content, presence of inbound links and technical optimization of page construction: nothing should be left to chance.
In addition to SEO, businesses can also run online advertising campaigns. We then speak of SEA, Search Engine Advertising. Carrying out advertising campaigns on search engines, websites or social networks can significantly increase website traffic. The Google Ads tool offers a keyword auction system to promote a business or activity and position its site in the first results of search engines. Facebook advertising also allows the use of keywords to target a highly targeted audience. Other forms of online advertising such as banners, sponsored advertising, affiliation or even display also give companies the opportunity to make themselves known on other websites related to their industry.
To build customer loyalty and encourage them to visit their website, it is also interesting to opt for an emailing campaign which can take several forms.
- Mass emailing, which allows customers to be informed with regular newsletters and flash sales.
- Transactional emailing, which includes emails related to the process of purchasing and ordering products.
- Notification emailing, such as a welcome email or a non-validated basket recovery email.
- Promotional emailing, which communicates on current promotions on the company’s website.
Using social media is also a great way to gain more customers and prospects. The presence on these networks allows companies to present their activity, their products and their services, but also to establish a close relationship to encourage their visitors to take action. Communicating on Facebook, Twitter, LinkedIn or YouTube, to name a few, thus strengthens their brand image and their e-reputation.
Acquiring new visitors to your website or new customers for your brand is not enough. Once the prospect has been transformed into a customer, it still remains to keep him loyal. Here again, web marketing actions make it possible to act on customer relations. Customer loyalty goes through the creation of bonds of trust and a feeling of belonging to a community around a brand or a product. Companies can thus launch simple and effective web marketing actions.
- Regular updating of its website with new content and offers.
- The animation of a blog to disseminate information and news.
- The creation of accounts on social networks with daily animation and responsiveness to messages posted by customers or prospects.
- The establishment of community platforms where customers can share their opinions and experiences and become brand ambassadors.
- Sending personalized emails to maintain contact.
The different web marketing actions must be able to be analyzed. Depending on the performance achieved, the study of the results will allow companies to refine their web marketing strategy. To assess its effectiveness, the marketing teams will focus on four key factors:
- the visibility,
- the sales,
- customer behavior.
This analysis consists of compiling data and measuring the effectiveness of each action in order to optimize them subsequently. To visualize the impact of the webmarketing strategy on a site, you have to analyze its key performance indicators, also called KPIs. There are different tools to carry out this mission, the most popular being Google Analytics.
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