Effective digital communication is essential to a company’s growth. But simply embarking on a digital strategy is not enough to succeed. You need to have a clear vision of how you want to position yourself or what you want to get across. Next, we need to define the objectives we want to achieve and the means to achieve them. Finally, you need to know how to evaluate this digital communication in terms of cost and effectiveness. The aim of this guide is to give you the 5 key elements for launching a digital campaign

1. What is digital communication?

Digital communication is the use of the Internet and social networks to promote a company’s image, sell products or services, build customer loyalty, advertise or communicate with customers. There are many forms of digital communication:

Social media : they enable you to interact with consumers, solicit opinions and feedback, interact with your community, and attract new customers through contests or promotional offers.

Websites: to sell products and services, inform customers about your business, collect data via a contact form. Good site management means clearer positioning in relation to the competition.

Blogs : these allow you to go further in providing information about your company, products or services, and to publish articles by experts or studies on your market.

Viral marketing: this consists of distributing information and content on social networks that will be shared and relayed by Internet users.

E-mailing: to send messages directly to customers and prospects, to keep their attention, to build loyalty, to advertise, to obtain useful information (customer benefits, invitations to events).

To be effective in digital communication, you need to know your customers and what they expect from your company. You also need to know how to win her loyalty and keep her happy.

Digital marketing is a long-term approach that needs to be developed consistently and regularly. It enables us to stand out from our competitors by offering innovative services tailored to our customers’ needs.

It’s a highly effective way of communicating with potential customers.

2. The value of your brand

It depends on how you present it to the public. You can improve it with a digital marketing strategy.

A website is an essential tool for promoting your company. It needs to be dynamic and responsive, with regular content, photos, videos and music. A website also enables online sales and discussions with potential customers.

Creating a blog to promote your brand is very effective. A blog lets you organize your ideas and share them with potential customers.

E-mailing or newsletters give you the opportunity to disseminate information about your company and its products. It also helps build customer loyalty, introduce them to your new products and keep in touch with them.

Optimized Search Engine Optimization (SEO) enables you to position yourself in the search results of Google, Yahoo! and Bing.

Google Adwords is a system that allows you to advertise at the top of search results for specific terms.

As part of an advertising network, a web agency can offer you a range of special campaign solutions for your website. You can decide to use banner ads, sponsored links or call-to-action campaigns.

3. How to use social media

Social media are community networks that create links between Internet users and enable you to promote your business.

You can use social media to :

– Share content about your products and services,

– Integrate an advertising campaign,

– Develop your e-mailing,

– Create a bond with your potential customers,

– Generate traffic to your website.

Why use social media?

Social media are very popular because they enable Internet users to exchange, share and disseminate information quickly and easily.

By using social media, you can :

– Broadcast advertising,

– Integrate a marketing campaign to raise your profile,

– Integrate links between you and your customers,

– Generate traffic to your website,

– Develop your e-mailing.

What are the solutions?

To use social media, you can create an account on the social networks that interest you.

You can also be invited by a friend or a member of your company.

Make sure you choose the right name for your profile! It should be clear, descriptive and relevant to your business.

Next, you’ll need to define a precise objective.

You can also create your own network or community. You’ll need to determine who your customers are, how to reach them and what you want them to take away from your use of social media.

If you have a website, you’ll need to link it to your social media accounts.

If you don’t have a website, you can still use social media to create content, promote yourself and drive traffic to your website.

Would you like to make yourself available on social media but don’t know where to start? Here’s a method used by many of our customers.

Think about what you want to do on social media and what you want to get out of it. Consider the different types of content you can develop, the different approaches you can take and the results you need to achieve.

Then create publications based on your objective. You can also create a community, a group of users who share your passion.

4. Digital marketing with social media

On Facebook, posts are content you create and publish so that it can be seen by your followers. Publications include :

– a photo or a piece of text,

– link,

– video,

– a call to action (to download a document, visit a website, etc.).

When you use a social network for digital marketing, your aim is to make a sale, generate new customers or gain a web presence.

On Facebook, you can create as many publications as you like. You can also create publications according to your marketing strategy and objective (see steps below).

Publications are visible to all your subscribers. So you don’t have to choose who sees them. On the other hand, since one of your goals is to get the word out about your company, you need to think about the target audience you want to reach with your publications.

Synonym for « publication »: « story » on Instagram and « post » on Twitter.

Tips for using Facebook :

– be creative and adapt your content to the target audience you want to reach,

– Keep your Facebook page up to date,

– Be reactive: a comment on a publication must be replied to within 30 minutes,

– avoid publishing too much content in a row,

– create publications according to your marketing strategy (see steps below),

– don’t forget to personalize your profile and add a nice logo.

Other tips for optimizing your publications :

– on the right-hand side of your profile, you’ll find the « theme » icon, which allows you to see the posts made by the pages you’ve subscribed to. You can therefore see what content is shared by your favorite pages and study their content in order to adopt their method, their theme, but not necessarily their style.

– On Facebook, the target you want to reach can also be influenced by your user page. You can see who has liked your page and its content, and then define the target audience for your publications.

– In your Facebook timeline, you can also see which hashtags are most frequently used, so you can integrate them into your posts.

– on publications, you can save comments, videos, photos and links. This makes it possible to create many publications a day.

Steps to creating effective Facebook posts :

– define your theme,

– define your target,

– define a calendar for your publication (plan according to the season, the launch of a new offer or an event),

– create your publication with your presentation content (text, photo, video),

– create your ad and share it on your Facebook page. Finally, you can optimize it with a call to action to get your subscribers to click on the « like » or « share » button.

5. Advertise online

You now have your own Facebook page, Twitter account and website. Now you need to generate traffic to your page and to your website. There are two types of online advertising: paid and free.

There are several different social networks that offer paid advertising. But we’ll only be talking about Facebook and Google Adwords (www.google.fr/adwords) here, as they are by far the most effective for finding qualified traffic.

For Facebook, you can create ads for your page and for your website. Visit www.facebook.com/ads/create.

Google Adwords is a network of paid advertisements displayed in search engine results (Google, Bing). So you can gain qualified traffic to your site. To create your Adwords campaign, visit http://adwords.google.fr/.

For more information, contact our agency to help you boost your web presence.