With a view to constantly offering the best experience to your prospects, there are a multitude of digital tools at your disposal to measure, adapt, and optimize your content and your marketing strategy. The internet is full of a number of these tools that I am going to present to you in this article. You will discover practical and intuitive digital tools as well as their benefits. But first of all, why use digital tools in your strategy?
Digital tools, the support for your strategy
First of all, you need to understand the value of using digital tools. Each digital tool has its own specific purpose. For example, some tools allow you to have an overview of your communication actions, while others allow you to optimize your marketing actions. They are very practical when it is necessary in your digital strategy to deploy a content strategy.
Each communication tool has advantages and constraints that need to be taken into account when choosing it. Some tools will be more relevant for large e-commerce companies. Others will be better suited to SMEs and very small businesses.
In fact, it is important to understand that all the digital tools available on the internet adapt to your marketing strategy. They are there as marketing support to help you successfully carry out your digital strategy and are sometimes even included in the journey your user will have with your brand. Indeed, it is common for your user to use several communication channels from your company. You may have implemented a cross-channel strategy. These tools are there to help you optimize your actions.
Also read: Cross-channel or multichannel, what’s the difference?
Understanding SEO
SEO is the set of techniques and tips to implement with the aim of constantly improving your position in search engines. There are many of them: Qwant as a French search engine that respects GDPR requirements, Ecosia, DuckDuckGo, and of course Google. We strongly advise you to focus your efforts on the latter. Indeed, according to the latest figures from 2022
- 91% of searches worldwide are carried out on Google
- 90% of searches in France are carried out on Google
- This figure rises to 96% on mobile in France.
The objective of good SEO is therefore to position your content in first place for the queries most relevant to your core business. Good SEO has several strengths, but visibility is undoubtedly the most important of all since a website that ranks well on relevant keywords can truly grow your business. A person on your website will not be on a competitor’s one, naturally! It will therefore bring a steady flow of leads.
Digital tools to optimize your SEO
Let’s talk about two very practical tools for optimizing your content. They help on a daily basis to search for the most relevant keywords or so-called long-tail keywords.
SEranking is a really practical tool offering a range of features that provides an overall view of your site’s overall positioning, but also that of your competitors. In addition to this feature, it also has many others that will help you optimize your SEO strategy. For example, the number of searches for a keyword in the month, the position of your pages in search engines, information about your backlinks, etc….
Yourtext.guru, for its part, allows you to expand your keywords and optimize them in your articles by indicating, based on one keyword, all the terms related to it.
For SEA, which is paid search engine advertising, we also advise you to focus your efforts on Google’s advertising tool, GoogleAds, for the reasons mentioned above.
Digital tools dedicated to your content creation strategy
A marketing strategy is, in most cases, accompanied by a content creation strategy. This consists of creating content with high added value in order to position yourself as an expert in your field and thus generate qualified leads.
Optimizing this content strategy can sometimes be a real headache. That is why we offer you tools that can help you structure your communications.
Digital tools to organize social media
There is a good chance that you use several social networks in your communication strategy, and you are right to do so! Multiplying communication channels is an excellent way to increase your chances of attracting leads. But as you integrate new networks, managing them can sometimes become complicated.
To solve this problem, we recommend Swello, a 100% French tool that allows you to schedule your posts in advance and offers you advice when creating your posts.
Webinar platforms
A webinar is content with very high added value that has the potential to attract many leads. It positions itself as a real digital support for your content. It consists of offering a presentation on a topic you master. For this, there are easy-to-set-up tools to facilitate the broadcasting of your presentations and interaction with your prospects. GotoWebinar & Livestorm are excellent tools if you want maximum interaction with your attendees during the webinar. They offer the possibility of conducting polls during your presentation and also provide a section specially dedicated to your attendees’ questions.
The tool to boost your email strategy: marketing automation
Marketing automation is the evolution of traditional email marketing. Where email marketing remains a simple communication channel with a single send to a database and little possibility for personalization, marketing automation goes much further.
How marketing automation works
Marketing automation is the ideal tool for generating leads effectively and sustainably. It is the set of techniques that, combined with software, make it possible to automate the management of the relationship with your prospect until they become a customer, or even with the aim of retaining your customer more easily. It makes it possible to send the right message, at the right time, to the right person. How? By producing high-value content!
It is the implementation of marketing campaigns linked to triggers that will enable the automation of these tasks. These triggers are often linked to a set of actions or behaviors carried out by a prospect toward your brand. For example, a prospect who downloads a resource from your content strategy may be led into a nurturing campaign in order to convert them into a customer.
Collect your prospects’ data
To maximize this success, marketing automation works on a give-and-take basis. You share your knowledge and expertise in the form of content (white paper, webinars, benchmark, comparison, infographic, etc.) and in exchange, the prospect gives you their information, in particular their email address. The email address is the starting point of all the campaigns you are going to carry out on the tool.
Beyond the automated aspect of marketing automation, the digital tool also makes it possible to qualify the needs and expectations of your prospects. In order to maximize and optimize the use of this tool, we strongly advise you to develop your marketing persona. It is thanks to this that you will be able to guide the type of content you are going to create.
Marketing automation at every stage of the user journey
Marketing automation is involved at every stage of your user’s journey. The further they progress through it, the more your persona will seek increasingly precise information. It is then up to you, thanks to automated campaigns, to offer them relevant content before your competitors do.
Also read: Create and make your user journey a success
Let’s take a concrete example: your typical customer is a marketing director who wants to boost their e-commerce sales. Concerned that their data be secure, they have identified a solution to address their issue but are still hesitating between several software solutions. That is when you can offer them a comparison sheet for your solution by highlighting its strengths, including the hosting of your product’s data in France compared with those of your competitors. The right message, at the right time, to the right person.
What are the benefits of using marketing automation?
The benefits of marketing automation are numerous and often overlooked. Personalizing your email campaigns, particularly via dynamic content (that is, content that adapts according to the recipient) makes it possible to drastically increase the open rate of your newsletters. Some of our clients achieve excellent results, particularly in newsletter open rates, which sometimes approach 40%
The open rate is not the only benefit; marketing automation is the ultimate digital tool for segmenting your database as effectively as possible. A segmented database is the assurance that you can target your communications and thus deliver the message only to the right recipients, thereby boosting your sales.
As with every tool, each piece of software on the market has its advantages but also its limitations. Some tools are easily accessible for small businesses / SMEs, provide responsive, high-quality support, or place data security at the heart of their concerns.
Most marketing automation software offers native integration with most CRMs, but this is not always the case. Take stock of the features you need and choose the tool that best suits your expectations.
The essential marketing stack for marketers
To achieve your objectives effectively, we advise you to equip yourself with digital tools that can serve as digital support for
- Managing your social media
- Optimizing your web / SEO ranking
- Maximizing your video content
- Marketing automation to send the right message, at the right time
Equipped with your marketing stack, it’s now up to you to propel your business!
