Evaluation of the Classic and Digital Agencies in NYC
The profession and the possibilities
Digital Agency marketing is not a school of thought like brand marketing or performance marketing. It is rather a qualitative that we will add to certain types of marketing. With a definition like that, it’s hard to draw the outline of the profession and list all the possibilities.
Evaluation of the Classic and Digital Marketing Sales Function
The effectiveness of the marketing function has always been crucial for the development of a company and the arrival of digital technology broadens the scope of the necessary skills. We therefore offer a simple diagnostic tool, based on questions to ask during a conversation to the director or vice president of sales and marketing. You can then not only perform a diagnostic of the function, but also an assessment of the skills of your interlocutor. Is it always the right person in the right place?
Evaluate its ability to answer directly, without detours, the simplicity of its answer, and especially the coherence with the strategy of the company.
This is often the weakest part and the most unknown, many directors simply say that they trust their web agency and that it is very competent. Scandals in recent North American digital campaigns, including overcharging, show us that the company needs to control its web marketing.
Here Are the Key Questions to Ask:
- What criteria did you choose for your web agency? What are they doing to develop your SEO? Do they just do paid campaigns?
- What are your master queries? How do they position themselves in the SERP (search engine research page)? What is the difference between your results in Bing and Google?
- What key metrics (KPIs) do you follow in Google Analytics?
- How many impressions?
- How many clicks per month do you have?
- What is your CTR (click through rate)?
- What is your bounce rate?
- How many pages do visitors view on your site before leaving?
- What are you doing to keep visitors to your site?
And Don’t Forget About These:
- What AdWords campaigns do you organize in Google and Bing? And what is your choice of words? At what unit price? Do you pay per print or per click? Why?
- What is your strategy for using social networks? Which campaigns do you organize in a paying way? How do you use the possibilities of non-paying promotions in networks? How do you use the networks of others?
- What is the ROI (return on investment) of your social networks? Are you able to calculate it? Can we see together your paid ads?
Indeed, social media are essential, but it must indeed know that the majority of current campaigns are difficult to measure and made a complete waste.
Sale on the Web (E-Commerce is the Common Name)
The commercial website has become a necessity for almost all businesses, but it must be efficient and aligned with the company’s commercial policy.
- Do you have a merchant website? What percentage of your sales does it represent? And what is its growth?
- What strategy is your strategy for integrating your sales on the internet with your traditional distribution network? Is there synergy? Which sales method do you use for the future?
- What system do you have to integrate the data you receive from your customers on the internet into your CRM?
Nothing new here, it is the classic skills of a marketing manager, but there are surprises in the answers. The first two questions make it possible to verify if the SWOT analysis ( Strengths, Weaknesses, Opportunities, Threats ) was carried out, it is also the base of the marketing strategy.
To develop the business, it is first necessary to retain the current customers, then to look for new prospects, but the retention costs less than the acquisition of new customers. The priority is therefore the quality of the loyalty program.
It is often surprising to note the lack of rigor that some companies put in managing their sales force, it is nevertheless clear that it is still the best way to develop business , the majority of the successful companies make the difference in the optimization of their sales force. Here are the key questions to ask.
All marketers dream of creating buzz with viral content. And for good reason, it is a very effective and economical way to publicize your brand, build a database or establish a special relationship with existing customers.
Although some content becomes viral on a stroke of luck, a recent study has shown that viral content has points in common: they broadcast positive messages, arouse strong emotions or have a practical and useful. In other words, a content does not become viral by chance. It is the subject of a real strategy. Check out the 10 Sortlist tips for a successful viral marketing campaign.
First, What Is Viral Marketing?
Viral marketing can be defined as word-of-mouth in digital version. This vector of communication, similar to a virus that spreads at an exponential speed (hence its name), consists of sharing a written or visual message with users who retransmit it in turn in order to reach a large audience in no time and at a lower cost. In short, viral marketing is an essential part of the strategy of any web marketing agency.
Here are some steps you need to follow to reach your goals.
1. Define an Audience
The majority of companies embarking on a viral marketing campaign aim to be seen by as many people as possible. However, the purpose of this campaign is not to address everyone, but the right people. By identifying the profile of your audience, you will be able to determine what types of content can trigger their interest and trigger emotions.
2. Take It by Feelings
By playing on the register of emotions, you have a 28.6% chance of getting your target audience to perform an action. Indeed, the feelings an individual feels after seeing, hearing or reading something that touches him greatly influence his behavior. There are 7 strong emotions, namely admiration, anxiety, anger, envy, joy, fear and surprise. We also talk about social triggers.
3. Promote Positive Emotions
That is to say, joy (including humor), admiration or surprise. Note that this last emotion is one of the main social triggers to be favored because it is very effective.
4. And the Negative Emotions?
With regard to these strong emotions, you must “handle” them with the greatest care. It is true that emotions such as anger or fear have the power to trigger quick reactions (the user is quick to comment on social networks). However, we strongly discourage you from using this ploy. On the other hand, you can use fear to make people aware of a danger they do not even suspect.
5. Create Useful Content
By sharing practical and useful information, you increase your chances of succeeding in your viral marketing campaign. Tip: choose a title that hangs and very explicit. Not only will it arouse the curiosity of the user, but also the latter will want to share your content with friends and family.
6. Choose the Right Timing
To broadcast your viral content in a timely manner, you must be aware of the latest news. Cinema, music, sports, economy, politics … it is essential that you stay informed. To do this, stay connected on Twitter. This tool allows you to discover news from around the world in real time.
On the other hand, thanks to Twitter, you get acquainted with the latest trends in your area of activity. Therefore, whenever you can make a connection between an event and your brand, jump on the opportunity (but do not create especially viral content around a tragedy or a negative event).
Tip: If you share cool content, remember to use the appropriate hashtags.
7. Use Images
To become viral, content must be visually appealing. This is highlighted by a study by Buzzsumo. Whether your content is in the form of a blog post, a tweet, or a Facebook post, it must have one or more beautiful color images. This study also showed that people like to share infographics, rather than lists, instructions or videos.
8. Initiate Content Sharing
Now that you’ve created your viral content, do not sit back and wait for people to spread your message. Put in place built-in features to facilitate the transfer of your content:
-Social buttons: highlight share buttons. Place them above the content. You will increase their visibility by 63%;
-Sharing: You can also ask users to broadcast your message by including a custom call-to-action button instead of a standard call button.
In addition, do not hesitate to call on influential people. These will give you a huge boost by sharing your content on social networks or by mentioning it in their blog.
The Skills Required in Web Marketing
The web marketing is extensive and affects several types of skills:
- the purchase of banners on the websites thanks to real-time auctions, the RTB: Real Time Bidding . This is similar to buying normal advertising space, the best specialists often come from advertising agencies or web communication.
- the purchase of adwords in the search engine is not very complicated and you can pass your “diploma” Google or Bing online, you can even advertise yourself as “Google Authorized Partner”.
- the realization of social media campaigns that everyone can do quite easily.
- Viral marketing on social networks using friends to relay information. Young people are often the most advanced in this field, knowing the latest trends on Facebook, Instragam, Pinterest.
- influencer bloggers who write on social media pages followed by thousands of people. These opinion leaders are of very different skill, age and background, as they each attract a respective target audience. The phenomenon is nevertheless stronger among young people than in other strata of the population.
- Youtubers , usually very young, are sometimes followed by hundreds of thousands of fans.
- As we see, the skills, origins and ages for digital marketing are quite varied, it is different for SEO web.
The Necessary Skills in SEO
The skills and knowledge in the art of SEO are much more complex and require a strong experience in complex and diversified fields.
It must be remembered that search engine algorithms are incomprehensible to the designers themselves because they pile up on each other, are constantly evolving and their purpose is to provide customers with the best sites. for their research while eliminating “phony” or irrelevant sites.
The Required Skills Are Therefore Numerous:
- knowledge of the functioning of search engines or at least of its principles.
- mastering the basic management functions of a site, especially WordPress .
- ability to know a domain before starting to write an article or page relevant and related to the specialty.
- Understanding the basics of semantics and semiotics that are suspected to be used by search engines in their artificial intelligence systems.
- use of lexical fields and syntactic categories to cover the subjects concerned in all their aspects.
- Understanding the desires of the targeted customers and the queries they will type in the search engines. This requires a basic knowledge of marketing, but also a down-to-earth logic.
- knowledge of search engine utilities to list the queries most often made by customers, the main ones being related searches, Google autofill , and the adwords market with price per word.
- an ability to write in an interesting and entertaining way for clients. The quality of writer and editor is probably the most difficult to find the world of the web.
And Please Don’t Forget About These:
- a basic knowledge of grammar, spelling and spelling correctors, the best being Antidote .
- knowledge of social networks to distribute their articles and pages and try to create a viral marketing of their site.
- a perfect understanding of internal networking techniques and backlinking to link its pages to important sites that will bring readers and raise its SEO.
- negotiating skills to exchange articles with nearby and complementary sites.
- a permanent questioning related to the permanent modifications of the algorithms of the search engines
- a culture of the environment linked to the permanent attendance of blogs and forums of exchange of the SEO community
- an ability to use the analysis tools of their customers’ web pages , there are several such as, for example WooRank and Seorch.
- the capacity and know the difference between the techniques black hat and white hat in order to avoid, and it is a paradox, the over optimization of the pages that the search engines try to detect and penalize.
- patience, as it often takes many months before efforts begin to pay. It is, however, wrong to believe that one should always wait to get visible results, a blog post well done may appear in the seconds following its submission on the first page of Google. It is true that long trails ( long trail SEO ) can help, but is not always necessary and the immediate result is fun!
Finally, it takes time and courage, the work of SEO is often long, tedious, uncertain, as referencing in some catalogs for example, I say it sometimes takes a good cup of coffee or a good drink of wine, depending on the time of the day!