Web marketing is built around two fundamental skills: mastering the right tools and spotting trends. Both are constantly evolving, especially as the principle of evolution is inherent in technology. So what are the webmarketing trends, and what tools can you use to pick them up? Sem Djeguede, webmarketing expert and ORSYS trainer, tells us all about it.
"A successful marketing campaign doesn't look like marketing. This quote from Tom Fishburne, founder and CEO of Marketoonist, makes perfect sense in today's world, where consumers have easy access to a wide variety of information. A successful marketing campaign is a non-intrusive campaign in which the consumer is on board from the outset and systematically adheres to it. It's a constant exchange between the brand and the customer.
Web marketing strategy: five essential tools
Google Analytics
It's the very first tool that a web marketer needs to own, and for a very simple reason: targeting prospects and running a successful digital campaign means studying and understanding prospects. Google Analytics allows you to do this, on the sole condition that your website is at least a few months old.
Its most interesting features include
- Find out which devices visitors use to access your website (mobile, PC, tablet);
- acquire demographic information such as the origin of traffic (country, city), age categories, etc. ;
- know the days and times of peak use;
- know the sources of access (direct traffic, organic search, social networks, Google advertising, etc.);
- study visitor behaviour (time spent per page, pages most viewed, bounce rate, etc.);
- obtain an estimate of overall traffic over a given period (number of unique visitors, total visitors, active users, etc.);
- see traffic in real time.
Google Analytics will not only enable you to carry out a meticulous analysis before launching a digital campaign on one or more of your products, but also to concentrate financial efforts on future technical improvements. For example, if 80 % of traffic comes from mobile and the final conversion rate from prospect to customer is 20 % and is only on PC, this suggests that there is a functional or technical aspect blocking conversion on mobile. Your web marketing efforts can focus on improving the mobile experience in order to increase the conversion rate.
Mailchimp
Digital marketing rhymes with digital communication and therefore with e-mailing. MailchimpMailchimp, one of the most popular e-mailing tools, integrates easily with any content management solution (CMS): WordPress, Magento, Shopify, etc. The e-mailing process with Mailchimp involves three main stages:
- collection of email addresses by adding addresses manually or importing them from a .csv or .txt file. You can also integrate an automatic address collection module into your website or mobile application;
- creation of the campaign thanks to the drag and dropThe system for creating e-mail campaigns is highly intuitive. With just a few clicks, you can create a complete template, adding multimedia, text or call-to-action buttons;
- sending the campaign.
Once the campaign has been sent, Mailchimp offers you a complete analytical suite. For each campaign, you can find out the open rate, the click rate, view the e-mails of the people who clicked so that you can contact them individually, etc.
You can also find out when the open rate is highest so that you can concentrate your efforts more effectively in future campaigns.
If you have fewer than 2,000 contacts, you can take advantage of the free plan for up to 10,000 monthly mailings. Beyond that, there are plans ranging from €8.30 to €248.34 per month.
S.E.M. Rush
This is the web marketer's tool par excellence. It allows you to carry out a complete SEO diagnosis of your site, find keywords that are relevant to your business and constantly monitor your positions in the search engines (SERPs).
The tool offers other types of functionality such as competitive intelligence on SEO positioning, content marketing, market research and advertising modules. S.E.M. Rush also lets you manage all your social networks.
For example, a company often wants to improve its Google positioning in order to generate organic traffic. With SEM Rush, they can find out their Google ranking for each keyword, identify all incoming backlinks, obtain a suggestion of keywords on which to position themselves, etc.
Social networks
Facebook and Instagram are two social networks that cannot be ignored if you want to establish your online presence by interacting more with customers. Between them, they have almost 4 billion active monthly users (2.8 billion for Facebook and 1.2 billion for Instagram). They are therefore important strategic levers for web marketers.
Although both networks belong to the same group, they have specific marketing characteristics.
Facebook's PIXEL marketing tool connects your website to your page on the social network. This tool tracks all incoming connections to your site for advertising targeting purposes. For example, the alpha visitor will have visited your site and, if you have set up an advertising campaign, the alpha visitor will have visited your site and, if you have set up an advertising campaign, the alpha visitor will have visited your site. retargeting (retargeting), they will see an ad from your company appear on their Facebook News Feed. Visit retargeting is a widespread digital marketing technique.
Instagram, on the other hand, is highly focused on visuals and is popular with companies offering physical products or services. It allows any business account to set up a virtual shop in the form of product catalogues, with the option of continuing to buy from the company website. It is an ideal tool for web marketers targeting the 18 to 34 age group.
Hubspot
It's an inbound marketing tool. It will help you to increase web traffic, improve conversion rates and run campaigns on a larger scale. The marketing module of Hubspot offers you the possibility of generating and qualifying leads, running marketing automation campaigns and analytical tools.
With the business version, you can carry out A/B testing both in your e-mail campaigns and on the pages of your site.
To achieve effective results, the marketing actions carried out with Hubspot must be followed by a relevant and effective sales strategy.
Webmarketing: trends in 2021
In addition to these tools, which will enable you to perform more effectively in your day-to-day business, it is just as important to pay particular attention to new trends such as influencer marketing, augmented reality, the collection and processing of data from social networks, the search for and publication of authentic content and webinars.
Influencer marketing
55% of Instagram users claim to have made a purchase following a publication by an influencer. That's nearly 600 million people who follow the trends of a few people. A large number of companies are making increasing use of influencer marketing, either to boost their e-reputation or to develop sales of a product or service. The choice of influencer profile must be in line not only with the company's values and principles, but also with its defined objectives.
Virtual reality
There is nothing more engaging for a consumer than to feel immersed in the world of a brand. It's an emerging trend that will continue to grow over the years. With virtual reality content, consumers can immerse themselves in the interior of their new car from the comfort of their sofa or office, and even test drive it or explore the location of their next holiday. It's an engaging trend, but one that can have two sides.
Collecting and processing data from social networks
Targeting potential customers requires us to know them better (demographics, habits, etc.). Data from social networks represents an invaluable manna for marketing, sales and innovation. The trend is towards the use of SCRM (Social CRM), a tool that merges the management of data flows from social networks with traditional CRM.
Webinars
This low-cost web marketing trend is becoming increasingly popular. It is an excellent way of gathering information. via registration forms to generate leads and qualify them.
Publishing authentic content
Internet users and consumers are becoming increasingly selective when it comes to choosing the professional accounts they follow on social networks and the adverts that are likely to 'make them click'. But who wants to look at similar images or videos for every ad?
To stand out from the crowd, a company operating in digital marketing must seek uniqueness and authenticity in the content it publishes in order to build loyalty among its audience. It is this differentiation that will probably prevent your publications from being drowned out by the algorithms of the various platforms and achieve a good engagement rate (the average engagement rate for a post on Instagram is 0.85 % and 0.11 % on Facebook).
