The must-have marketing techniques of 2023

If there's one thing I've learned in the business world, it's that marketing is the key to success. You can have the best product or service, but without a solid marketing strategy, it will all be in vain. In this article, I'm going to give you the keys for:

• mastering SEO,
• maximizing your presence on social networks
• and other must-have tips to attract your potential customers.

When it comes to digital marketing strategies, it's hard not to bring SEO to the forefront. You may be wondering why? Well, imagine having a store in a hidden alleyway versus on the main avenue. SEO is what secures your website a place of choice on that great avenue that is Google.

If we're talking about the importance of content in "Content is King", SEO is the knight who carries it onto the battlefield. It's not enough to have quality content, you also have to make sure it's seen and read. Here's how:

Strategic keywords:

This is the foundation. You need to understand what your audience is looking for and how they're looking for it. Integrate these keywords into your:

• titles,
• content
• and meta-descriptions.

But be careful, the integration must be natural. Google likes content written for humans, not robots.

Mobile optimization:

In our hyper-connected world, more and more searches are made from smartphones. Make sure your site is responsive, meaning it adapts to all screen types. Especially when it comes to your sales pages. If you neglect this, Google may well relegate you to the bottom of its list.

Quality backlinks:

Having other sites which point to yours is a vote of confidence in Google's eyes. But not just any sites. If you sell shoes, a backlink from a fashion blog will be far more valuable than a link from a site about deep-sea fishing.

Fresh and regular content:

Google likes freshness. If you regularly update your site or blog, you're signaling to the search engine that your content is fresh, relevant and worthwhile.

Think of SEO as a long-term investment. The results may not be immediate, but once you're positioned at the top of the results, the benefits are long-lasting and substantial. And remember, every step in your SEO strategy is part of a wider business model, as we've discussed in previous articles in this series.

Let's move on to another pillar of digital strategy: social networks. For some companies, it's the first impression they leave with potential customers. And believe me, first impressions count for a lot.

In "Community Building", we explored how these platforms can help build a loyal community. But there's more to it than that. Think of social networks as an interactive shop window. It's your chance to show not only what you sell, but also who you are and what values you stand for.

Here's how to maximize your presence on these platforms:

Choosing platforms:

Not all social networks are created equal, and it's crucial to know where your audience is. If you're targeting professionals, LinkedIn will be your friend. For a younger audience? TikTok or Instagram might be more suitable.

Creating adapted content:

Each platform has its own codes. A 15-second video that works on TikTok won't necessarily be suitable for YouTube. Learn the particularities of each network and create content specifically for it.

Interactivity:

Don't leave your publications in a vacuum. Respond to comments, create polls, organize lives. Interaction strengthens your audience's commitment and increases your visibility.

Consistency and regularity:

Don't expect miracles if you post once every six months. Establish a posting schedule and stick to it. This shows your audience that you're active, present and listening.

Collaborations and partnerships:

Partner with influencers or other brands to extend your reach. A well thought-out collaboration can:

• give you access to a new audience
• and boost your credibility.

In short, social networks are much more than a simple promotional tool. They're a reflection of your brand, your identity. Treat them with care and they could well become one of your greatest assets. And if you're wondering how to integrate your social media strategy into a broader business model, I invite you to revisit our previous articles, notably "Choosing your Niche" or "Content is King", for a more global vision.

While some thought email marketing was a relic of the past, it remains, against all odds, one of the most powerful channels for reaching and retaining an audience. Why? Because unlike social networks, where your content is drowned in a sea of information, email arrives directly in your recipient's inbox. And that makes a difference.

In our article "Onboarding Like a Pro", we talked about the importance of properly welcoming your new members. Email marketing is the ideal tool for this. But it offers so much more:

Segmentation and personalization:

The major advantage of email marketing is that you can segment your audience and send personalized messages. A new customer doesn't have the same needs as someone who's been loyal for 5 years. So talk to them differently.

Automation:

With the right tools, you can automate most of your email marketing. From welcome sequences to abandoned cart reminders, let technology do the work for you.

Measurement and optimization:

Email marketing platforms provide a wealth of data: open rates, click-through rates, conversions. Use these informations to fine-tune your campaigns and continually improve your strategy.

A direct channel:

Unlike social networks, where your subscribers may miss your content due to the algorithm, email is direct. If someone subscribes to your newsletter, they're already interested in what you have to offer.

Value content:

Remember "Content is King"? Well, email is a great way to showcase your contents. Share your latest blog posts, videos, or case studies directly to your subscribers' inboxes.

Never underestimate the power of email marketing. When done right, it will:

• build trust,
• audience loyalty
• and ultimately grow your revenue.

And the best part? It fits perfectly into any business model, as we've seen in previous articles in this series.

If you've read this far, you're serious about your business. You've learned how SEO, social networking and email marketing can boost your visibility. But if you're looking for leverage to quickly propel your business into the spotlight, paid advertising might just be the answer.

Platform diversity:

Don't put all your eggs in one basket.

• Google Ads is great for reaching people who are actively looking for your services.
• Facebook Ads on the other hand can help you target a very specific audience based on their interests or behaviors.

Each platform has its own advantages, so diversify your efforts.

Precise targeting:

One of the main advantages of online advertising is the ability to precisely segment your audience. Age, location, interests, behaviors: the possibilities are endless. The more precise your targeting, the greater the return on your advertising budget.

Analysis and optimization:

If "KPIs to Monitor" caught your attention, you know that measurement is crucial.

• Analyze your campaign data in real time,
• adjust your strategy,
• test new hooks or visuals,
• and above all, don't be afraid to reinvest in what works.

Retargeting:

Don't forget the people who have already visited your site without converting. With retargeting, you can target them again with specific ads, encouraging them to return and complete their action. In short, an excellent way to increase your conversion rate.

Collaborations and ad placements:

Beyond the big platforms, think about collaborations with blogs, news sites or influencers. A well-chosen ad placement on a relevant site can bring you qualified traffic.

Although paid advertising represents an investment, it can deliver excellent ROI when well managed. Combine this with a solid content marketing (think "Content is King") and you have a recipe for maximum visibility.

There's a lot of talk about new technologies, digital and ultra-sophisticated tools. Yet one of the most powerful strategies is still good old-fashioned word-of-mouth. Yes, even in the digital age! There's nothing more authentic and effective than the recommendation of a satisfied customer.

The power of reviews:

In the digital age, word-of-mouth takes on a whole new dimension. Online reviews are a direct reflection of your customers' satisfaction. Encourage your satisfied customers to leave a review on Google, Trustpilot, or other relevant platforms. And don't forget to respond - it shows you're listening.

Sponsorship and referrals:

Why not reward those who refer you? Set up a sponsorship program that benefits both the sponsor and the referral. It's a way of thanking your customers while expanding your base.

Top-notch customer service:

I can't stress this enough: a satisfied customer is your best ambassador. So take care of every interaction. Whether it's a purchase, an information request or a problem, every moment is an opportunity to show your professionalism.

Live events:

Organize or take part in events, whether virtual or in person. Workshops, webinars or simple meet-ups can help build a strong community around your brand. And community means sharing and recommendation.

Your brand story:

Tell your story. People like to connect emotionally. If you have an interesting or inspiring story, share it! It can become a major element in why people talk about you.

This is the domino effect of word-of-mouth: one person tells two, who then tell two more, and so on. It's a virtuous circle that shouldn't be overlooked. Combine this with a well-honed digital strategy, as we saw in "SEO, social media, and other plans", and you're on your way to success.

If I have one piece of advice to give you, it's this: marketing is an art. And like any art, it requires practice, patience and a touch of innovation. But what you must never forget is that behind every strategy, behind every campaign, there are people. And they're the ones you're trying to reach, move and convince.

Marketing trends may come and go, but with a solid foundation, like the one we've built together over the course of this article and the previous ones in the series, you'll always have the tools you need to attract your customers. And always remember this: investing in marketing is investing in your future, in the growth of your business.

Your success is within your grasp, all you have to do is seize it. And if you need a little reminder, or to go deeper into certain points, don't hesitate to return to the other articles in this series. They are there to guide you step by step through this entrepreneurial adventure.