This is the first essential part of the web marketing course. It is to define the commercial objectives: ROI (return on investment), number of unique visitors per month, number of order, the conversion rate, average basket … After having defined these objectives, it is necessary to determine the marketing actions to put in place to reach them. So there must be a web marketing plan. A SMART goal (simple, measurable, ambitious, realistic, and time-bound) needs to be identified. Then it is necessary to define the formats (its own content (text, image, video), contributions of Internet users, …) of, places (sites, blogs, social media, application, other sites) and finally levers among those that I will describe below (seo, sea, social media, emailing, display …).
Called also SEO (Search Engine Optimization), it is to improve the visibility of the website on search engines (especially on Google which holds about 90% of searches of Internet users in France). This is the most important technique of the web marketing course. This is the one that should be used first. Indeed, the search for website on the Web is done through search engines (Google, Yahoo, Bing …). The user does a search by writing keywords and the sites will be classified according to various criteria that must be known in order to be present at the top of the first page of Internet users’ keyword searches. Without going into detail for now, we can use for this the long tail, a quick navigation on the site, a text of 200 to 300 words in relation with the activity of the site, to put an original content (not to make copy paste), to put images with titles … The useful computer tools are semrush and majestic seo. Nevertheless it is necessary to know that it takes a certain delay before having results with this technique.
Called also SEA (Search Engine Advertising), it is to advertise on search engines in order to be well placed according to searches of Internet users’ keywords and that these same Internet users click on these advertising inserts that the company will have paid. You should know that this technique is mostly used on the Google search engine. To advertise on Google you have to use the tool called Google Adwords. There are also Yahoo and Bing search engines (with Bing ads). We can also talk about SEA when buying advertising inserts on social networks (the best known being Facebook (with Facebook ads software), Twitter (Twitter ads), Viadeo (viadeo ads), Linkedin …). This web marketing course technique is important but can also quickly become very expensive.
This is to attract Internet users to the site through actions on the site and off the site in the direction of social media. There are many. The most important are Twitter, Facebook, Linkedin, Viadeo, Google+, Instagram, Youtube, Flick … There is the Hootsuite software (which allows you to connect to several social networks at once and follow its particular e-reputation, know all that is said about the company, the sector of activity and the themes and keywords that you have defined (paid software)). This webmarketing course technique requires actions regularly over time. It may seem time consuming. This action can be carried out by the company manager (if small organization) or employees or an external service provider.
Retargeting (or remarketing)3
These are banners that appear on sites visited by an Internet user after the latter has visited your site. The goal is to remind the Internet user interest in returning to your site and possibly make a purchase. This action is made possible by tracking Internet users (we can follow the Internet when browsing the Web (the user remains anonymous)). As it is a paid action, it is important to identify if this action is of interest in your case.
It is about advertising on the Web, often paid at cost per thousand impressions (CPM), on sites like Le Bon Coin, Rue du Commerce or any site allowing the presence of these inserts. This is a very common technique but to be profitable it must be targeted. It can be texts, images, videos … Internet users tend to prefer videos. The display is mainly used for branding and notoriety. It is a type of stock that can quickly become expensive and not be profitable if it is badly done. It is therefore to use paying close attention to the ROI.
This is to send emails on the messaging of prospects or customers. The goal is either the acquisition of customer (in this case we often buy a file of emails, we send emails to sell our products or services and we restart by several emails in time) or the loyalty (we ask the customer feedback (after order or other notices) and new products or promotions are offered to existing customers to build customer loyalty). We must be careful to enter the strict regulations at this level and avoid appearing in spam in the recipient’s mail (for example by not sending too many emails at the same time).
For many years, many price comparators have appeared. These sites make it possible to compare the different companies with each other, especially in insurance or online travel. It may be interesting for companies to be present on these sites in order to acquire new customers and increase its reputation or its image. The best-known comparators are: Twenga, Ciao, Become.com, Nextag, Easycall, Google shopping … For the company, we must send a catalog of products to the comparator site, and we will compete with other companies. We must choose the products or services we put in this catalog (photo, title, description …).
It is a question of making a partnership with platforms sites which bring us Internet users towards your site in exchange for a remuneration (often there is remuneration only if there is purchase on the site)
These include Ebay, Commerce Street, Priceminister, Amazon, Fnac, Cdiscount, La Redoute … The company sends a catalog of product or service defines the market place and the latter will ask a commission on sales realized (often between 5 to 12%).
This is marketing on smartphones. Internet users very often use this means to go on the Internet, so mobile marketing is booming, it is the marketing of the future. This is to allow the website to be visible on smartphones, but also to send SMS, MMS, use the geolocation of Internet surfers who browse the Web …