Web Marketing: Definition and process:
The Web marketing can be defined with a simple sentence: Using the Internet to make themselves known, and / or expand its business. But we can also deepen a little, and say that it is the set of marketing and advertising techniques used in an Internet environment inspired by traditional marketing methods.
With specificities related to technological advances. In short, it is simply a modern, digital or even current version of traditional marketing using the modern communication channel that is “Internet”: email, social networks, online videos,
How to do it? By maximizing the visibility of your site, your page, while establishing a relationship with its visitors, Internet users (setting up interactions), by also creating a registration form or subscription to a newsletter.
You can also capture emails on your blog to create lists that will be exploited via an auto-responder in order to inform, offer content, and monetize its offers. You can also use the curation platforms.
Finally, there are many marketing techniques available to entrepreneurs on the good old canvas!
The four categories of Web Marketing
We can discern four main categories in Web Marketing:
Strategic Web Marketing, which consists of analyzing expectations and requests on the Internet and establishing or implementing a watch or a good positioning,
The creation of traffic : we use natural referencing (also called SEO ), online advertising, emailing , quizzes (…),
Performance analysis: translated by the analysis of visibility, traffic generated and sales,
Retention: animation and / or redesign, and the creation of a community, emailing is also a loyalty tool.
The main challenge of Web Marketing:
Get traffic, ie visitors at first. These visitors will become prospects and could eventually become loyal customers or fans.
These fans who, in turn, could recommend you to other potential prospects. They ensure the growth of your turnover and your advertising campaign.
What are the main tools of Web Marketing?
The terrain is really vast! However, we can identify six major categories of Web Marketing media:
1) The “classic” tools
The group email is the first if you want to acquire and retain multiple prospects / customers at a time.
Affiliation techniques, they consist of paying subscribers or affiliates to generate requests for quotes. Affiliation also provides subscriptions to a service or product purchases.
Sponsorship or partnership: solicit partnerships or sponsorship of content with other editorial sites.
The display: we buy a space on the Internet and we use graphic elements (banners, pavers) to advertise.
Sponsored links: supposed to be effective because the advertiser chooses the positioning he wants. And as far as possible the first location in the search results on the Internet. The ad looks almost like a normal search link, but in fact, the advertiser wins with every click of the users.
2) Social networks
On Facebook, for example, you can publish information about your offers and services. You will need to create a professional page. Facebook is by far the most used network in France with more than 33 million profiles and pages. This is the preferred network for B to C advertisers. It is also the most used network for businesses in Twitter and LinkedIn.
YouTube & Daily motion are sites for hosting and sharing videos. YouTube is by far the first video platform.
As for Google+ , the social network created by Google to share information with contacts classified circle.
Twitter: it is the network of the micro blogging which makes it possible to send short messages. It is the preferred network of politicians. Companies are just starting to invest Twitter, its popularity is growing.
Videos & LinkedIn are the professional networks par excellence: we can recruit collaborators, join groups or share to impose his status as a professional or expert in his field of activity. You can also advertise there.
WHAT TO DO ON SOCIAL NETWORKS?
The common point to six tools (not to mention Instagram and Snapchat): the Community management which represents a background work to animate and enhance its brand image. Optimizing your presence on social networks (SMO or Social Media Optimization) is also called social referencing. Each of these networks also makes it possible to put sponsored publications online.
3) Community Brand Platforms
These are spaces of exchange around common passions or commitments, spaces of expression on the products to make them evolve, sharing experiences. Or also small blogs to express his professional point of view by commenting on the news of his field of activity.
4) Social commerce
This involves deploying the full potential and potential of social media to market or purchase products and / or services. The CRM or Customer Relationship Management plays a key role. This can then be translated into recommendations, online sharing of experience sharing blogs, or collaborative purchasing.
5) Curation platforms
The curation of content, as its name implies, means caring, taking care of its contents for more visibility. This practice is to select, edit and share the best content of the Web, or otherwise the most relevant to use it to improve.
You can publish your own press review, save bookmarks and rank them by relevance or keywords. This promotes intuitive navigation of information as this practice includes basing the design on ‘tags’ and ‘keywords ‘. Scoop it , Pearltrees , and Paper.li are the ones that work best at the moment.
Curation is very popular because it is inexpensive and you do not have to produce content yourself. Another positive point, it is possible to create interaction between sites and blogs to set up a watch; this is the case of Scoop.it which is also very easy to use.
6) Social networks of photos
Finally, it is the technique based on the diffusion of photographs on the social networks and which has the advantage of being able to show its mark or its image in a more spontaneous and more creative way.
That’s basically the basics and what you need to know about Web marketing, this must-have version of corporate advertising. A modern, faster and more efficient version for your advertising campaigns.
You want to be accompanied in the implementation of your Web Marketing strategy? Use our expertise!