5 imperishable things to create for every leader who wants to succeed in digital marketing

You hear about hacks and revolutionary techniques to be successful on the internet everywhere. While the fundamentals of digital marketing have never changed, reaching the right audience is becoming increasingly complex and channels are multiplying.

Businesses then face a real need to prioritize their marketing efforts. Especially when there is only one person working there, you don’t want them to spread out.

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In this article we will see the five things that every VSE / SME should implement from the start if they plan to grow sustainably in the years to come.

1. Set a budget and goals

This advice may seem trite to you, but we’re always amazed at how many companies don’t have a budget or clear marketing goals. According to a study by Outbound Engine in 2019, 50% of small and medium-sized businesses did not have a defined marketing plan.

To set up the budget, there is a basic rule that the marketing budget should be between 5% and 10% of the sales target. This includes human resources, including the salary and staff costs of the marketing team. This number may seem high, but do you know that on average, successful companies manage to generate a return on investment that is five times greater than their marketing budget!

To set your goals, you need to think about your conversion rates first. How many contacts does it take to sign a customer? So if you want to have five more clients later in the year, how many contacts do you need to sign those five new clients?

2. Profit from your website and your contacts

Imagine investing time and money to gain followers on a LinkedIn page that you post to regularly. And overnight, LinkedIn changes its algorithm: you have to pay to reach just 10% of those subscribers because your organic posts get lost at the bottom of your audience’s feed.

Fiction? But that’s exactly what happens in every social network or search engine: you don’t make the rules.

In 2012, Facebook Pages reached more than 15% of their audience thanks to their organic publishing. In 2016, this figure was just over 2%. Conversely, the price of an ad per 1,000 impressions was under $2.5 in January 2019, compared to $3.60 two years later.

A company must master two things from the start: its website with its own domain name and its contact database.

Think of it as an investment: Instead of renting by spending money on platforms you don’t control, invest in things you own.

3. Know how people find you

The first question to ask yourself is how people are finding your website. Often we rely on the analyzes of Google Analytics, which allow us to know how many people visit our website, how long they stay or even which pages they browse, but we are missing important information: why did they come to our website?

For the majority of VSEs/SMBs, 90% of website traffic comes from keywords related to the brand or products. So these are people who already know your brand. Your website then serves as an effective showcase for those people who want to learn more about a brand they’ve already heard of. But the website doesn’t allow them to actually make the acquisition.

In order to avoid this, it is necessary to understand how people get to our website and what they are looking for there.

Before we act, we must measure. Google Search Console is a handy tool to know the context of your traffic from Google. However, this tool can be elusive for a leader or marketer who is not an SEO expert to draw truly actionable information from it. Another free tool like Plezi One can then help you by storing and interpreting this data to more easily spot opportunities.

4. Optimize existing pages

How often do you come to a page where you just read “we, we, we”? How many times have you found yourself at the bottom of a web page without knowing where to go? How often have you accessed sites that only offer you to make a contact request?

By combining these bad practices, you ensure that 98% of your visitors leave immediately.

Since the period encourages good intentions, here’s an easy way to start optimizing your website.

Using the 10 most visited pages on a website, ask yourself:
Why did the visitor land on this page?
What can he do next?

For example, if it’s a page about your product/service, the next action might be to request a quote, download a brochure, or download a customer case. If it’s a blog post, you can provide a downloadable checklist, the article as a PDF, a white paper, or something else.

Warning: It’s too direct to talk about your product in a blog post or to offer a demo after reading a message. You always have to think about what is the simplest action that will add value to my visitor.

Example with the Happy Team page:

  • The marketing manager published an article about conflict management in the workplace
  • He later discovered access to this article by searching with the keyword “pdf” in his Plezi One dashboard
  • He then created a PDF from this article to put it online at the end of the latter

Plezi One visual

Results: 5% of the readers of the article download the PDF, which allows Happy Team to collect many email addresses of people relevant to their services.

5. Upload “premium” content

As we have just seen, a simple PDF can explode the number of contacts generated by your website, even if it has little content.

And the possibilities of premium content are numerous! Here are some examples :

On your product or service pages:

  • Presentation of a training offer ⇒ Download the training catalogue
  • Presentation of a SaaS software ⇒ Download the price list or the details of the offers or request a demo
  • Offer presentation by sector ⇒ Download a sector-specific methodology
  • Presentation of a service ⇒ download of a customer case
  • Customer Support Map ⇒ Form to rate the visitor’s “maturity” regarding your issue

About your blog posts:

  • Inbound Marketing Articles ⇒ Guide: “How Do I Set Up My Inbound Marketing Strategy?”
  • Good practice articles ⇒ Publish the good practices separately and refer to the guide in PDF format that contains them all
  • Articles on how to create your budget ⇒ Suggest a budget template to download and customize
  • Poetic article ⇒ Provide abstract as PDF
  • Short Article ⇒ Provide a link to denser content
  • Tutorial Article ⇒ Provide a checklist summarizing the steps to be followed

Generating business opportunities through digital marketing doesn’t have to be as complex as some claim. It’s all about relying on the basics, spotting early wins, and relying on focusing on what’s working.

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