74% of B2B buyers conduct online research before making a professional purchase.
Your prospects, who previously favored face-to-face and telephone contact, now prefer responsiveness and the plurality of possibilities offered by the web!
Thanks to the internet, each person has autonomous access to advice regarding their problems as well as information on the products and services that interest them.
It is therefore vital for your company's development to be visible online in order to attract the attention of your prospects and convert them into customers!
But how do you develop your digital presence?
*Forrester Study 2021
KEY #1: Outbound Marketing
Being visible on the internet means being easily findable and identifiable on the various meeting points of your prospects, such as search engines, websites and social networks.
To achieve this, use OUTBOUND MARKETING tools!
Outbound Marketing allows you to broadcast your advertising messages on a large scale. When well-managed, this type of communication from the company to the consumer ensures visibility and awareness among your prospects!
Various Outbound Marketing actions:
- SEA (Search Engine Advertising) or paid search: advertising displayed on search engines, by bidding on a keyword that will be searched by your prospects.
- Display: advertising broadcast on websites via the rental of dedicated advertising spaces. This works in the same way as advertisements in magazines!
- Social Ads: advertising broadcast on social networks. Social Ads can take many forms (text, image, video, etc.) on many platforms (Facebook, Instagram, Twitter, LinkedIn, etc.). To learn about the best methods to adopt in social ads, check out our webinar dedicated to LinkedIn Ads!
However, implementing an outbound marketing strategy requires real work in targeting, choosing channels, and monitoring campaigns to ensure their effectiveness without having to spend your entire marketing budget!
That's why we offer you a 30-minute discussion with one of our marketing experts to define and/or optimize your advertising campaign strategy together.
What matters most to businesses today is being visible when potential leads are in the research phase. Marketing offers companies a new approach, allowing them to position themselves as 'interesting rather than interested,' which is INBOUND MARKETING!
What if you focused on being interesting rather than trying to be interested?
As you'll have understood, inbound marketing is the strategy of attracting customers to you by offering them content tailored to their issues.
Distributing content to attract prospects and generate leads is easy to state, but requires a methodological approach to be truly effective. A well-thought-out strategy that combines objective, editorial line, skills, resources, and planning will always perform better. The challenge for the Inbound strategy is to find the right content for the right target at the right time in their decision cycle.
The inbound marketing strategy is divided into 4 distinct stages:
1.Attract new Internet users with content geared towards the target audience.
2.Convert Internet users into leads using a call to action.
3.Close a sale by talking about your offer and your solution.
4. Retain customers by turning them into advocates.
What questions should you ask yourself to be identified as a valuable source of information by your target audience?
To be visible when the client needs you, increase your efforts by:
– Social networks: use social networks to better understand your target audience, disseminate information, share your expertise, and engage with your prospects and customers.
– SEO (Search Engine Optimization): an SEO strategy is necessary to position yourself on specific keywords and improve your ranking on search engines (especially Google).
– The webinar: This is an online conference open to the public. A webinar is an excellent tool for providing high-quality, precise content on a specific topic. Click here to find out how to organize a webinar!
KEY #3: Expert advice
