Having a website with a nice design is not enough to attract the Internet user and encourage him to take action. Several digital marketing strategies are to be implemented to generate qualified leads. We present them to you in our article.

Implement an effective content marketing strategy

Creating a content strategy means defining a guideline to follow in all your digital communication. To do this, you need to know your products and services inside out and understand the audiences likely to be interested in them.

You can then determine the needs and questions of your target audience and create content that answers them: pages, blog posts, photos, videos, webinars, infographics, podcasts, case studies, comparisons...

Work on the natural referencing of your content

Think about writing text content optimized for natural referencing. SEO-oriented writing is an effective way to improve your site's positioning in search results.

It consists of determining the keywords your target audience is looking for (the ones they type into Google when they make a query) and writing a unique page or blog post for each of them. With this quality content, your chances of appearing in the search results are boosted. And the more visible you are, the more traffic you will attract to your site (good to know by the way: did you know that the first three results take 75.1% of the clicks alone!)

Create a lead nurturing strategy

Knowing your audience and their needs will allow you to determine the different stages of maturity of your prospects. This will allow you to correctly define your conversion funnel and therefore the different stages of your customers' journey.

You will then need to create content (whether it's a site page, a white paper, a webinar, ...) for each of these major stages. This is called lead nurturing. The idea is to maintain a good relationship with your prospects in order to turn them into customers and then into ambassadors.

Although this is a huge task, requiring time, analysis and resources, the benefits of such a strategy are numerous. If you are doing marketing automation (sending automated emails) and you have well segmented your audiences, for example, then you will be able to send the right information to the right audience in an easy way.

Use social networks to your advantage

People who subscribe to your social networks, whether it's Facebook, Twitter, LinkedIn, Instagram or even TikTok are a priori interested in your activities. The only drawback: just because they follow you on social media doesn't mean these prospects are actually visiting your website.

Redirect your community to your website

It is therefore necessary to think carefully about your publication strategy by broadcasting content from your site to these communities (blog posts, site pages, product pages, etc.). By doing so, you will certainly increase the number of visitors on your pages.

Moreover, if these prospects are won over by what you have to say, they are likely to share it in turn on their own social pages, thus becoming your best ambassadors! They will in turn help you improve traffic and engagement on your site.

Create targeted ads

All this without forgetting the ads, of course! Social networks also allow you to create very effective advertising campaigns, which link to pages on your site (a product or service page for example).

Thanks to audience targeting, you are able to target audiences that meet specific criteria and are therefore much more likely to convert. And since digital generally involves much lower budgets than print, you can attract users to your site without incurring excessive costs.