Getting your business known on the internet is not an easy task, especially if you want to maximise your visibility by attracting a new audience and converting more customers. Knowing that visibility and awareness directly influence your business, knowing some tips on how to develop this aspect of your business can make sense.
Today, you want to make yourself known on the on the Internet and increase your turnover at the same time. your turnover at the same time. Unfortunately, if no one knows you, things get a little more complicated. a little more complicated. Here is a step-by-step guide to the actions you need to take to successfully Here is a step-by-step guide to the actions you need to take to make your business known on the Internet.
Define a precise positioning strategy
In concrete terms, your positioning must be as precise as possible. In other words, imagine yourself saying to Google: "I am an expert in this or that field and I offer this or that product/service".
Through this process, you are able to be completely different from your competitors by offering a unique value to your business. If you follow "the mass" of websites, you risk finding yourself drowned in a sea of other competitors who are doing exactly the same thing as you... Making your business known on the internet is already differentiating yourself from others.
Define a particular theme and niche
By selecting a niche or theme that is too broad, you are the mistake that most people make: being just another blog or site in the crowd. one more blog or site in this mass. To put all the chances on your side your side and avoid competing with all your main competitors, you need to competitors, you need to stand out and choose a more specific niche.
For example, instead of choosing the theme of theme, choose a particular niche of this theme, such as vegan food (very fashionable, by the way) such as vegan food (very fashionable, by the way), sweet and savoury sweet and savoury snacks, pastries...
Don't focus on queries such as such as :
- "How to learn to cook?"
- "How to choose your kitchen utensils?
- Or: "Easy to make recipes".
But these are the ones to choose from:
- "How to go vegan?"
- " Chocolate cake recipes vegan "
You must therefore adapt your 'offer' to that of the market and provide content and knowledge that responds to the questions and needs questions and needs of these users. In this way, you will be ahead of your competitors from the start. ahead of your competitors who are struggling with a topic that is out of their reach. that is out of their reach.
In fact, according to the author of the book the 5-step system for reinventing your personal brand the 5 Step System for Reinventing Your Personal Brand": Branding Pays: The 5 Step System for Reinvent Your Personal Brand), good positioning starts with a series of questions The first step to good positioning is to ask yourself a series of questions that you need to answer precisely:
- Who is your target audience?
- What is the problem with your audience?
- What is your theme/niche ?
- What added value do you offer to your readers/prospects?
- And finally, what advantages do you have over the competition?
Enhance your positioning with your expertise
To be effective, your positioning must be associated with specific expertise in a specific field. It is to highlight your strengths to match your offer with your target. your target.
Using the previous example, a good positioning would be as follows:
- Your target audience: anyone interested in the interested in the vegan diet and/or those who want to learn more about it. learn more.
- What you offer: content that that offers your expertise and allows your target audience to understand why and how to become vegan.
- Your competitive edge: A complete A complete step-by-step guide to making a successful vegan transition in 6 months.
From there, you already have a strategic plan to follow and implement. Obviously, the more specific you are, the better your results will be. As an example, you could further refine your niche by only working on vegan baking. If you want to know more we have a dedicated article on inbound marketing.
Strategic keywords: promote natural referencing
At first glance, Search Engine Optimisation (SEO) seems to be a very complicated strategy to implement, but in reality this is not reality, this is not entirely true. Obviously, if you really want to really want to be successful on the Internet, you need to position yourself rank well in Google's search results.
Unfortunately, there is no secret, the only objective of this strategy is to define your main strategic keywords. As a reminder, your keywords are the queries your target audience is looking for on search engines like Google or Bing. To go a step further, you can think about what your readers might be looking for to find your content, the one that solves their problem. In France, Internet users use on average more than 3.5 words per query on Google.
To put it simply, keyword research is summarised in 3 major points:
- Check that the keyword is interesting enough.
- Check the competitiveness of the keyword.
- Confirm the keyword through its search volume (ideally above 1000 searches per month)
Make a list of the most relevant keywords
In order not to make the task too complicated, you should should first note all the keywords that are essential to your positioning. They should describe your activity. For example, if you are a vegan restaurant, your essential keywords are: "restaurant", "gastronomy gastronomy", "vegan"...
Next, you should also determine your secondary keywords. Those that are useful, but less important, that is, they provide value to your readers. Honestly, these can be anything and everything. be anything from the location of your restaurant, to the use of a specific food or the use of a specific food or a brand of vegan products.
Finally, add keyword complements such as "cheap", "meatless"...
Check the competition statistics for your keywords
Once you have made a nice mix of your keywords, you need to be sure that they are not too competitive. What does this mean? It is the number of search results associated with that keyword query. Just type them into Google.
Ideally, to hope to be positioned on the first page, there should be no more than one million results. page, there should be no more than one million results. Even those that are close to 100,000 results should be favoured.
Confirm your assumptions with the volume of research
Finally, to make sure that you are not working for nothing, you can check if the monthly search volume is sufficient to position yourself on it and get real results. Referencing your site Yes, but only on keywords that have potential. Do not hesitate to use the tools provided by Google to check the search volume: theAdwords keyword planning tool.
Optimise your website for Google ranking
In addition, it is also interesting, in terms of visibility, to visibility, it is also interesting to optimise your website to make it "Google friendly". This is an essential step in making yourself known on the Internet, especially for a company. Three criteria are generally given priority when the structure of the website, its content and the number of external links to your website. the number of external links to your website.
Offer a perfectly optimised structure
To improve the user experience, please note that your website, and more specifically its structure, must be impeccable. This is one of the most important factors for good Google ranking. Without going into too much detail, let's just say that the most important thing is at least to offer a site that allows for mobile, tablet and PC navigation, also known as also known as "responsive design". Moreover, there are online tools to check the source code of your site to make sure it meets the that it corresponds to the standard of the Google robots.
Perfectly written and SEO optimised content
For a positioning strategy to be effective, you need to strategy, you need to offer your readers a unique and knowledge-rich moment. knowledge. However, writing a blog post or website content is somewhat different from traditional content is somewhat different from traditional writing. There are a few practices to follow in order to meet the requirements of our friend Google.
For example, it is better to integrate your keywords directly into the body of the text, in the headings, and even in the keywords directly into the body of the text, into the titles, and even into the the URL of your web pages.
Getting quality backlinks for your website
To increase your 'popularity', you ideally (necessarily, even) have a minimum number of sites that recommend you, i.e. recommend you, i.e. that point to your site's URL. In this way, Google can easily deduce that you are In this way, Google can easily deduce that you are an expert in your field of activity. You will be considered relevant.
Several solutions exist, but be careful you don't get blacklisted if you don't do anything. Here are a few some of them to help you:
- Always write quality content that can that can create a buzz.
- Write sponsored articles on blogs/sites in your niche or on a theme related to yours.
- Share your content massively on social networks.
- Make as many partnerships.
Develop a community using social networks
Today, social networks are at the heart of marketing of marketing strategies (social media marketing, for example). However, there are a few tricks to know in order to properly develop your visibility on these these platforms. Facebook, Twitter, YouTube, Instagram, Linkedin, Pinterest... What is the best social media to succeed in getting known on the What is the best social media to succeed in getting known on the Internet, without spending a single cent on advertising?
How to choose the right social network for your positioning strategy?
Thanks to social networks, you can develop your community and your visibility on the web, very easily and at a low cost. Of course, following a social media strategy is very time-consuming and boring. So you have to select the right platform so as not to waste time unnecessarily.
Depending on your persona, it will be important to important to define through which social network this persona arrives. Ask yourself a few questions in order to determine the source quickly:
- Age of the target prospect?
- Male or female?
- What does it do for a living (if necessary in your niche)?
- Does the target have any particular interests?
For example, continuing our previous demonstration, if you are a restaurant owner, it can be smart to target a social network a social network such as Instagram or possibly Facebook. So don't waste So don't waste your time with Snapchat...
Also, if you decide to offer cooking classes for company team-building, this implies that you are targeting you are targeting BtoB. In this case, prefer a platform like Linkedin. Now it's up to you now to set up a content strategy adapted to your audience.
Capture your readers and keep them for a long time!
To continue the chapter of community building and to make yourself known on the internet, plan to automate one or more e-mail campaigns. This strategy is still a powerful method for keeping your readers on their toes and convincing them to take action.
Implementing an effective communication strategy
To optimise the performance of an e-mail campaign campaign, you need to give your reader the impression that they are important to you that they are important to you, that they have a significant place in your your brand environment. It is therefore pointless to spam them with promotions all day long. It would be counterproductive. Talk to them, offer them value value every day and add a link from time to time offering a product or service. offer a product or service.
Always favour quality content, that is extremely rich in information, rather than content that is 'rubbish', in other words, content that is worthless.
How to generate an e-mail database?
Sending emails as part of your communication communication strategy is great! Except when you have no database. database. To convince your readers to leave you their e-mails, you have to bait them, a bit like the donkey and the carrot, you know?
Roughly speaking, many methods exist and each of them has already proved its worth, so there's no need to go back to that. Here are some examples of what can be done:
- Too often forgotten, people who are already people who are already part of your customer base are a very important source of contact. source of contact. Indeed, they are more likely to buy, as they have already they have already taken the plunge.
- Offer a white paper guide, for example. A digital book that addresses an issue related to your target audience. Your readers can download it in exchange for their information.
- Depending on the previous partnerships you may have made, try to negotiate a database rental to try and get some emails back for a campaign.
A little extra tip: you should know that that it is possible to export your Linkedin contacts directly into a database. database. Very useful!
Another point that is also neglected is the signature. It may seem insignificant at first glance, but it is mainly used to add a link to one of your to add a link to one of your products/services without it being perceived as advertising. perceived as advertising. Ideal for not forcing the hand of your readers.
How can you make your website/company known more quickly?
In conclusion, there are other opportunities to to make yourself known quickly on the Internet. If you are in a hurry If you are in a hurry or tend to be impatient, you can adopt a strategy. This is an option that will speed up your progress on the web, but it can be quite difficult for the uninitiated. So here are some tips on how to get results faster, However, you will have to pay a few dozen or even hundreds of euros.
Using the power of Facebook Ads
The number one advantage of Facebook Ads is ability to target your audience very precisely. audience. In concrete terms, to go back to our previous examples you have the possibility to target a person who has already done some research on the vegan diet researching the vegan diet, but who has also already purchased a product/service product/service on the Internet and is in the 20-25 age group, living in Paris, for example.
As you can see, Facebook Ads is a golden opportunity! If you have some knowledge, it will be quite simple to use this advertising platform. It is quite inexpensive and allows you to attract a lot of people quickly.
In addition, since the acquisition of Instagram in 2012, Instagram ads are managed directly from Facebook Ads. So you can reach people on both platforms.
Launching a Google Adwords advertising campaign
Maybe you didn't understand it yet, but Google Adwords is simply the advertising network of the American giant. American giant. It works slightly differently from Facebook because you don't target specific groups of people you don't target specific groups of people, but directly your target target keywords.
Thanks to Google's advertising campaigns, you land directly in the first search results of Google, without having to optimise your page with SEO. Of course, this is not free...
An ultra-simple way to reach a hot audience looking for a particular solution or product. It's up to you to choose the right keywords for your offer.
Collect leads with LinkedIn ads
With 16 million members in France, Linkedin is one of the best sources for acquiring BtoB customers.
With LinkedIn ads, you can generate leads relevant to your industry, increase your website traffic and improve your brand awareness. The advantage of Linkedin is that you can target and know your prospects by their jobs.
Be patient!
If there is only one thing you should remember from this this article, it would certainly be patience. If you rush things, you will never manage to undertake a positioning strategy on the Without it, it is impossible to make your company known!
With competition on the web becoming increasingly on the web, originality, creativity and quality of your content are very important content are very important to develop your visibility. Follow marketing strategies and you'll be there any day. day to day.
Be unique and stand out as much as possible. possible. Why would a customer buy from you if they don't know you from Eve or Adams? Eve or Adams? If you don't have the time or motivation to develop strategies such as the ones we have mentioned, you can call on an external service provider external service provider, who can take care of it for a few hundred a few hundred euros!
