Different Digital Marketing Strategies
Digital marketing strategy: The importance of e-mailing
E-mailing refers to marketing campaigns distributed in the form of e-mails, with the aim of promoting a company, product or service by contacting a user directly via his e-mail address.
For a long time E-mailing has been the king of acquisition strategies, it however suffered from the automatic blockers of the mailboxes which sent them immediately in the spam.
Does that mean the e-mail is dead? Well no! An e-mailing campaign would even outperform a sponsored campaign on social networks. Even today, e-mail offers a very direct form of contact with your customers and prospects in B2B.
For an effective B2B e-mail campaign, here are some tips:
- Take care of the subject of your mail: it must be impactful to push the recipient to open it;
- Use good software and segment the database;
- Favor a short and readable message and a careful design;
- Be respectful of the regulations: beware of purchased mailing lists for which you do not have the agreement of your contacts;
- Clearly express your added value to the client/prospect.
Think about mobile marketing in your digital strategy
The invasion of smartphones in our daily lives has led to the emergence of a new form of mobile marketing. The figures do not deceive: in 2018, global Internet traffic via computer represents only 46%, compared to 54% for mobile devices.
Faced with such a preponderance, some companies have ended up developing a «mobile first» strategy: that is to say that most of the efforts and investments are aimed at mobile users.
To establish a “mobile first” strategy, methods vary from responsive design to the creation of mobile applications.
Digital marketing: setting up inbound marketing
Inbound marketing literally means «incoming marketing»: this digital marketing strategy is based on the idea of attracting natural traffic thanks to quality content rather than going to canvass your potential prospects.
The methodology is based on 4 pillars: attract, convert, transform and retain.
How does inbound marketing generate more leads? The regular issue of B2B SaaS often boils down to this question: how to find new prospects?
With the new consumer habits, consumers no longer expect brands to come for them, they go directly to them: Inbound marketing is born from this observation.
For decades, the golden rule of any good marketer was to go after the customer. Digital marketing has obviously not escaped the trend, and companies have saturated the Web with advertising messages, addressed to as many as possible in the hope of reaching some.
However, this strategy is proving to be quite ineffective today: saturated with advertisements, the Web sees its users tired by this permanent bludgeoning.
Companies have understood this and are slowly turning away from this marketing: according to a HubSpot study, in 2016, some 17% of marketing professionals still believe that outbound would be more effective for lead generation.
The obvious solution, instead of looking for prospects on the Internet, is to use the Internet to naturally attract prospects, thanks to tools like:
- The website: showcase of your activity on the Web, essential to providing the information sought by the customer;
- Creating a blog: to give your prospect an informative added value;
- Using social networks: to broaden your audience and generate the maximum number of leads;
- The role of sales people: instead of prospecting, sales people, thanks to the Inbound marketing, turn to a base of prospects already interested; their role is now to convert them!