Digital Marketing: 10 visitors per year or 760 per month?

mnnuman29@

This is the question I came to a few days ago after speaking with an SME manager. He contacted me following an intervention at Loïc Simon's Social Selling Forum. In December 2017, I spoke with Michaël Aguilar and Julien Carlier on content marketing. I am one of those (I have written several articles on the subject) who say that in digital marketing and content marketing in particular, of course we have to think about the human being who will read content, but it is even more important to think about search engines. For a super simple reason: if content is not taken into account by search engines, it risks not being visible and therefore not seen and therefore not read. Taking search engines into account is, in my opinion, essential to hope for results with a content marketing approach.

Banking on the “virality” of social networks, on the buzz, is deluding yourself. We are in the middle of Hope Email Data Marketing. This manager tells me that for several months he has invested in a content marketing solution that helps companies “create a buzz” (to use a “customer” expression) on social networks. The start-up offers tools for “viralizing” its content and (among other things) content writing services. In the deal, it is the client who had to choose the themes to be addressed and the writing is intended to be professional (and this is the case) but without particular consideration of SEO (“non-paid” referencing). It is the social networks and the collaborators (probably also external partners will be contacted) on whom the distribution of the content depends. I don't agree with either of these 2 steps.



The web editorial strategy cannot be left to the client alone: An entrepreneur or a marketer obviously knows his market. He meets customers, talks with his salespeople, he goes to trade shows, he reads. But, despite all its countless qualities, it does not know its online market. For a simple reason: an online market is never the online mirror of an offline market. Online and Offline have nothing to do with each other: The demand is not the same The expression of needs is not the same The competition is not the same. Online competition is competition for the best position in search engines. Nothing to do with the notoriety of a brand or the budget invested. And this, whether we are in BtoB or BtoC. Moreover, we should stop separating BtoB and BtoC online. The difference in approach is not there, but between convenience purchases and involving purchases.