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Digital Marketing

Why do Digital Marketing in 2022?

Digital marketing, e-marketing, web marketing, etc. A whole vocabulary specific to online marketing has developed on the fringes of the digital revolution. If the notion of digital marketing has spread widely, it now encompasses all marketing practices that use web channels and media. It is thus a question of adapting the methods of prospecting, networking and sales, on the one hand by capitalizing on the novelties offered by the digital and on the other hand by integrating the behaviors and new forms of expectations of consumers.

There are 52.8 million Internet users in France

Digital technology is part of the daily lives of the French. Between 2012 and 2018, the share of Internet users in France increased from 61.2% to 78.9%, reaching 52.8 million Internet users. Like color television in the 1970s, the arrival and democratization of mobile technology (laptops, smartphones, tablets) has multiplied the number of screens and therefore the internet access points in everyone’s life.

Doing digital marketing and developing your presence on the web is essential. Even if you have apprehensions about communicating on the internet, you will quickly realize that the survival of your business is at stake. Whatever your industry, it’s essential to reach your users no matter where they are.

Nearly 2/3 of Internet users do an internet search before taking action

In the wake of the increase in the number of Internet users, behaviour on the Internet is constantly evolving. According to a barometer established by Google in 2019, search has become a reflex for the majority of Internet users as part of their consumption process. Whether it is to choose a toothpaste, an organic store, or a car, to prepare for a trip near you or abroad or to identify the best financial products and services, most French people use the internet to find out before taking action. Without action in the field of digital marketing, your business will undeniably lack a significant share of prospects.

66% of french internet users use at least one social network

The statistics on the use of social networks are without appeal. In 2018, 59% of the French population was registered on at least one social network. Moreover, the penetration rate of Facebook, Twitter, and other Instagram rose to 66% among French Internet users. Mark Zuckerberg’s firm remained by far the best known and used with more than 60% of the market share in France in 2019, well ahead of Twitter, Pinterest, Instagram, LinkedIn, TikTok or Snapchat.

In addition to the number of Internet users, the reach of social networks and their impact on consumers is growing. According to GlobalWebIndex, 54% of social media users use Pinterest and other Instagram to learn about products by consulting photos, reviews, and recommendations. Indeed, 71% of consumers who have had a positive experience with a brand on social media will tend to recommend the brand to their friends and family. In view of these few figures, having an online presence on one or more social platforms is a guarantee of success.

The cost of acquiring a lead is half as low

By analyzing your traffic, you will be able to finely understand your audience. Once segmented, you can then personalize your message and build a particularly qualified prospecting file that will be easy for you to convert into customers.

Thus, acquiring contact through digital is a costs more than half as expensive as via traditional marketing techniques. By investing in digital marketing, you will initiate new and less expensive prospecting and sales methods, more appreciated by users, and above all more effective.

More than 8 out of 10 companies that went bankrupt in 2013 were not on the internet

While that doesn’t explain everything, having a company on the web can significantly contribute to the success of your business. A study published by Email-Brokers in 2014 made the following bitter observation: more than 80% of companies that went bankrupt in France a year earlier had no presence on the web or on social networks.

Thus, looking at the figures presented above, both the number of Internet users in France and the number of people present on social networks, it is risky not to turn to these potential consumers. In the same way, it is risky for your business to give the opportunity to the 68.5% of French companies equipped with a website, including your competitors, to increase their market share. Once you have your website, engage in an SEO strategy. Work directly on your site to optimize it and improve its positioning in search engine results. At the same time, show ads via Google Ads, for example on keywords.

Doing digital marketing is a must. By dedicating a portion of your budget to it, maintain your presence in your market and acquire new customersThink of digital marketing as an investment that, well-calibrated and adapted to your objectives, will quickly produce the first effects and will, over time, be particularly profitable. 

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Digital Marketing

6 SEO tips to follow in 2022

Many companies have improved their SEO in 2019 by applying the proven techniques of SEO. If Google has evolved its algorithm at the end of the year with the arrival of BERT, trends in the world of SEO remain relevant in 2021. Here are the main SEO tips to follow in 2021.In this article, we will discuss:

1. Regularly add good quality content

2. Create content for bots… and for Internet users

3. Target unique and long-tail keywords

4. Think about the technical aspects of your site

5. Don’t just focus on your website

6. Don’t treat SEO as a one-time job

1. Regularly add good quality content

One thing that Google and other search engines (Bing, Qwant, Yahoo!, etc.) appreciate is the quality of the content you publish. In addition, regular additions of relevant content testify to the usefulness of your site and that it is kept up to date for Internet users.

Having a blog on your site, for example, can help you keep your site fresh. This is especially true if your products and services are not likely to change. By having a blog, you can start answering the questions your customers may ask and their research. It is also an opportunity to show your expertise in your field of activity.

2. Create content for bots… and for Internet users

Complying with Google’s guidelines is a basic thing for your content to be valued by algorithms. However, if your content is not user-friendly and pleasant to view by Internet users, they will not convert on your site.

When creating content for your website, you need to consider how it will be seen by search engines, but most importantly, you need to make sure that it will send a clear message to your readers and provide them with the information they need in a way that is easy to read and understand.

3. Target unique and long-tail keywords

When developing their content marketing strategy, many companies target generic and popular keywords. These keywords usually get a large number of monthly searches. They are widely used and generate significant traffic. By targeting these keywords, you are able to mix a wide range of Internet users. On the other hand, who says significant volume of research says intense competition. You will have to put in a lot of effort to be able to rank well on generic keywords.

In addition, when Internet users search on generic keywords, it is not always easy to understand precisely what the user wants. It is then difficult to match the exact intent of this search with the most appropriate and relevant content of your website.

Faced with this observation, you must target unique and long-tail keywords. Certainly they are generating less organic search traffic. That said, it will be easier to match search intent with the most relevant landing page on your site. And this is all the more certain since Google’s new algorithm (BERT) intended mainly for voice search. In fact, the long tail is increasingly taken into account.

4. Think about the technical aspects of your site

Technical optimization for Google and other search engines refers to the process of reviewing and updating a website. It must allow both Internet users and robots to interpret the logic of navigation on the site. If done well, it improves the site’s ranking in organic search results. making sure that aspects of your website are properly built, that they follow Google’s rules, and that the content of the site targets the right keywords.

The organization of the site must be properly built and follow Google’s rules. Among the main indicators are, for example, .htaccess files, robots.txt and sitemaps.xml, caching management, the number of requests sent and the response time to the server, rich snippets, code compression or lazy loading for images.

Other elements, not necessarily requiring notions of web development are to be taken into account. This is the case, for example, with the meshing of pages, the optimization of images, the identification of broken links or elements of UX design and ergonomics.

Technical SEO is extremely important to ensure that your website is fully optimized and performing.

5. Don’t just focus on your website

On-site SEO (content and techniques) should not be the only levers to improve your SEO in 2021.

Digital marketing is based on the complementarity of many elements that will allow you, together, to improve the ranking of your site, its performance and, ultimately, your return on investment.

In addition to focusing on the elements of your site, you need to make sure that you invest in other digital marketing efforts like netlinking, social media, newsletters, etc. It is all these levers that, when operated together, can help increase traffic to your site and give it more authority.

6. Don’t treat SEO as a one-time job

Many companies believe that by achieving SEO results, SEO work can take a back seat. This is an error of judgment. When it comes to positioning in natural search results, your action is one thing. That of your competitors is another. If you suspend your SEO as soon as you reach the desired ranking, you take the risk that your competitors will catch up with you quickly.

In addition, the world of SEO and digital marketing are constantly evolving. Make sure you are constantly on the lookout for new trends or any significant changes. If you don’t keep up with the evolution of this business, it won’t take long before your competitors overtake you or your digital marketing efforts lose impact.