As the covid-19 crisis has clearly demonstrated, digital communication tools have become essential for companies seeking to increase their visibility in very few ways.
With new digital solutions, you no longer need advanced technical knowledge to make your mark on the Internet. A new generation of more intuitive, simpler and more accessible communication tools is facilitating the development of online communication.
Solid SEO strategies
Among the many communication tools available to entrepreneurs, SEO-optimized solutions are ideal for developing long-term visibility and building solid digital communications.
A good SEO strategy must allow organic (SEO) and paid (SEA) referrals to dominate:
Search engine optimization tools
Search engine optimization involves positioning your company on the keywords your potential customers are most likely to search for on the Internet (e.g. accounting advice, business profitability), so that it appears in the first results on Google search results pages.
The principle of natural citations is to respond to search algorithms by proposing content (web pages, articles) optimized for these keywords using specific techniques. Search Engine Optimization is a long-term process, but in the end it’s very effective, and above all, it’s a free tool.
There are many tools available to improve your SEO. For example, Yoast SEO for WordPress can help you analyze the readability and quality of your articles. PSM Technologie is a complete solution for selecting the most relevant and influential keywords for your Internet strategy.
MER technology
SEA, on the other hand, involves buying keywords to ensure they appear on the first page of Google results in the form of sponsored ads. You can use two pricing models: CPM, or “cost per thousand impressions”, and CPC, or cost per click. Note that CPM is best for increasing your visibility, while CPC is designed to generate conversions.
Be careful, though, because SEA doesn’t improve SEO. So go ahead and refine your natural references over the long term for convincing results.
Corporate blog
Offer your visitors alternative content! Blogs allow you to provide tips, informative articles and even videos, giving you credibility and visibility. It’s the key communication tool for an effective brand content strategy. Our idea is to provide rich, creative and original content that highlights your products and services, but above all, showcases your expertise to potential customers and clients.
You can also download free white papers for new contacts to enrich your prospect database. Then, the aim is to provide them with regular newsletters. Thanks to the keywords you choose, each of your articles represents an additional opportunity to find you on the Internet, and who knows, when your potential customers search, to find you on the first page of results.
On the other hand, internal and cross links, i.e. links to other articles on your blog or links to external sites, can increase your visibility and notoriety on Google.
Finally, share your articles regularly on your social networks and newsletters. They represent common channels through which potential customers can convert.
Newsletter
The newsletter remains one of the most influential digital communication tools for implementing a good digital communications strategy. Yes, e-mail has three times the return on investment of social networks. Is it attractive?
With exclusive promotional content and even personalization benefits such as discount codes, preview ads, etc., it helps you stay in touch with your customers and drive conversions.
Such communication tools can also keep potential customers informed about your campaigns and drive traffic to your website through carefully selected links. For example, you can share your latest blog posts!
Newsletters naturally generate lead nurturing, i.e. they stabilize prospects during the buying cycle and help them mature their decisions.
Finally, thanks to open statistics, you can select the most qualified prospects from among the least interested.
Social network
In recent years, social networks have become the preferred medium for start-ups and entrepreneurs, creating real business opportunities.
Therefore, SMO or social media optimization (optimizing your social network) is essential to establish your status and increase your online visibility. Social networks enable you to keep in near-instant contact with potential customers and deliver powerful content that reflects your brand image.
Today, we recommend that you focus on :
- Facebook, especially with the very wide range of events, direct customer contact and publications it can offer. Indispensable for B2C and B2B.
- Instagram, attractive, highly intuitive content and its various formats to capture the user’s attention.
- Twitter, immediacy and efficiency in customer service and follow-up.
- LinkedIn, especially B2B services.
In addition to increasing your visibility on the Internet and adhering to your digital marketing strategy, social networks allow you to :
- Connect and communicate with your prospects and customers
- Works like a real after-sales service
- Find a partner
- Drive traffic to your website with original shared content
Choose the most relevant network for your business, based on your goals and objectives.
Online advertising
In fact, the Internet advertising market is growing every year, and it’s not going to stop.
a few figures :
In 2017, search accounted for 50% of the global market, while display represented 35% (including 39% for video formats).
If sites were now to consider “mobile-first” or even “mobile-only”, ads would not be excluded. Indeed, mobile advertising is well ahead of the pack, responding to the new habits of web users who are constantly using their phones. There are several ways to advertise online:
- Facebook Ads: 6 million companies advertise on Facebook. You can use a variety of formats, and these tools are generally suitable for small and medium-sized businesses to run simple, effective online campaigns.
- Instagram: Your sponsored Facebook event will be retweeted on Instagram. You can also create high-impact, highly intuitive campaigns (posts, stories, etc.).
- Twitter: Depending on your objectives, you can use several different formats.
- Display: This refers to the display of ads on websites other than search engines. To do this, you need to choose an advertising agency.
- Youtube pre-roll: Formatted 10 to 20 seconds before the video on Youtube, can be deactivated or not, if the broadcaster enables advertising.
Once properly mastered, these digital communication tools will be your best allies in raising awareness and converting new leads and customers online. While they are easy to use, clear and effective strategies must be followed to avoid wasting your time and money.