Any web digital marketing strategy is an exercise combining methodology, rigor, common sense, and appropriate tools! For a marketplace, these criteria apply in the same way.
The important thing is to know where to go, which path to take, and which steps to follow, with the right creativity.
From the definition of your objectives to the measurement of results, through the knowledge of the different levers of web digital marketing, we deliver the recipe for a relevant and winning strategy for your marketplace.
Web digital marketing strategy. Define your objectives and the targets of your marketplace.
Set SMART goals
To begin, it is imperative to erect the pillars of your strategy by precisely defining the purpose of your project, the associated objectives, and how you will rely on it to arrive at the right destination.
In other words, determine a framework for your strategy by ensuring that your objectives respond well to the SMART method, that is to say, that they are specific, measurable, Achievable,
Realistic and time-bound. For example, your goal is to increase your offer by 30% in one year (number of ads posted by third-party merchants), by recruiting sellers for a new category of your marketplace. Official figures show that market share is still to be taken in the targeted niche and your sales force is mobilized to carry out the project… you have just defined SMART objectives!
Realize your buyer's personas
The next step is to describe the profile of your target, segment it by user type, and create the corresponding buyer personas.
Draw a complete and detailed portrait of your typical customers (identity sheet, a typical day, problems, challenges, objectives, pains, solutions, relationship to your offer, breaks, etc.).
Thus, you will be able to understand their buyer journeys and determine the different browsing profiles, their way of obtaining information on the Internet, the use they make of social media, and their behavior in your marketplace.
and therefore position yourself as close as possible to their needs to deliver the right message at the right time! Be careful, for a marketplace operator, third-party merchants are personas with a different profile–“Seller Personas”–but your web digital marketing strategy can also address them, so don't forget them!
Do competitive intelligence
Now let's talk about your competitors. What is their web digital marketing strategy? Setting up competitive intelligence on all web digital marketing strategy axes allows you to identify opportunities and assess the actions to be taken. Here is some information to follow from your competitors:
- What is the positioning of your competitors on search engines? With which keywords?
- What is their content strategy?
- How do they communicate on the internet (display, Google Ads, affiliation, etc.)?
- How does their presence on social networks materialize (page animation, profile animation, sponsored ads, etc.)?
At the end of this first preparatory stage, you have all the ingredients to attract the attention of your target, arouse their interest, and lead to action. Now it's time to move on to the technical phase!
The different web digital marketing strategy levers for your marketplace
The right tools, used at the right time, serve an excellent result… for the web digital marketing strategy of your marketplace, it's the same thing!
The levers of web digital marketing strategy are linked to each other and interact with each other. Also, it is important to consider your strategy and these levers as a whole.
The natural referencing of your marketplace: SEO optimization
One of the challenges of your strategy lies in the natural referencing of your marketplace on search engines, in particular on Google, which captures 90% of the market.
Make sure as the content follows the SEO rules you've communicated to third-party merchants and that your categories are clearly defined and referenced as well, using the correct keywords. A Google-friendly site attracts more traffic!
However, just adhering to Google's technical standards wouldn't be much use without a volume of quality content to index.
web digital marketing strategy, Content Marketing, and Inbound Marketing
Write quality content for your marketplace users. It allows you to demonstrate that you have in-depth expertise in your sector of activity, through articles of discovery, analysis, advice, decision support, or testimonials.
Content marketing has become an essential tool for traffic acquisition and lead generation. Inbound Marketing is a key lever, so take care of it!
The quality and relevance of content are all the more essential in inbound digital marketing campaigns since it is a question of attracting visitors relevant to your activity.
As an extension of these practices, and ideal for marketplaces that manage many users, and therefore data, marketing automation allows you to automate marketing actions without giving up personalization, quality, and monitoring.
Another web digital marketing strategy lever, advertising, is also a good way to develop an awareness of your marketplace and gain traffic to increase your conversions.
Like paid referencing on search engines–in particular via the very famous Google Ads (formerly Google Ads)–you can carry out display advertisements. Google Display Network is the first network in terms of the volume of websites.
There are other alternatives to develop the visibility of your marketplace. To deliver the message to the right audience or convert previous visits into acts of purchase, remarketing and retargeting techniques are also very effective.
They allow you to keep the products, brands, and services offered in the marketplace at the center of attention. These techniques are also based on display campaigns. Another tool, affiliation, represents a significant source of traffic.
Via banners or sponsored advertisements, via commercial links related to its site (integrated affiliation), or even via white-label shops like Amazon does, affiliation does not represent the flagship of targeting, but can prove to be very profitable.
The same is true for price comparators, essential sources of traffic that allow you to quickly find and compare many products. Google Shopping, which increasingly tends to become a marketplace, is an example. It is an effective way for the marketplace operator to display ads on its offer to attract qualified traffic.
Social networks are a formidable traffic generator. They go hand in hand with your content strategy and allow you to increase your visibility. Some are more B2C oriented, such as Facebook, Instagram, Snapchat, or even Pinterest, and others are B2B, such as LinkedIn or Twitter.
In any case, it is important to define an editorial charter specific to community management, broken down according to the network used, to develop a strong and committed community, correctly playing its role of recommendation.
Advertising on social networks is also gaining in importance and technology: targeting options and AIs make it possible to display ads according to the interests of Internet users, their preferences, and even the content posted.
Thus, your message only reaches a qualified target. This lever has become an essential part of marketing on the web… It is not for nothing that a profession has been created especially for and if the advertising offer of the networks is developing like Facebook Ads and LinkedIn Ads!
The latter offers, for example, to sponsor its content in the news feed or to send advertisements directly to the messaging of qualified contacts.
Although it represents one of the oldest tools of web digital marketing strategy, emailing is not dead. It is still very effective.
Whether it takes the form of newsletters or push approaches, whether it is aimed at an audience of buyers or third-party merchants, it makes it possible to inform regularly, encourage support, maintain commitment., invite purchases and build loyalty.
An effective recipe is carried out with the appropriate equipment and using the necessary and precisely dosed ingredients for a result that meets your expectations.
This is exactly what you have at this precise moment to implement a web digital marketing strategy worthy of the name on your marketplace. Now, time to measure!
Do not forget to carefully analyze the statistics and the ROI
How do you know if the web digital marketing strategy put in place for your marketplace is or will be profitable?
Only one answer: you have to follow the relevant KPIs, estimate your ROI, and not be afraid to come up against the reality on the ground to be able to make corrections if necessary. First, analyze the existing activity Daily, you follow indicators such as
- Traffic on your platform
- The conversion rate
- Business volume
- The average basket of your customers
This information not only allows you to determine the return on investment in marketing actions already carried out but also to establish projections based on concrete data: each influencing the turnover, you will know where to place your efforts for the 'increase!
Then study your acquisition costs
How much do you spend to acquire a visitor, a prospect, or a customer? What is the acquisition cost per channel?
Yes, this information is important, to know the ROI of your actions, at the risk of continuing to act, but at a loss. You can compare your costs with those of general statistics and thus identify if you are on the average if you are performing, or, on the contrary, if you are spending too much… and therefore react if necessary.
To end well, adjust and improve
To be able to measure the success of your web digital marketing strategy and allow you to develop it, it is essential to establish performance indicators for each of the strategic levers put in place. KPIs specific to each lever makes it possible to measure their performance.
|Content Marketing Traffic||
|Social networks the||
Traffic on the marketplace, the number of ads posted, lead generation, sales made, positioning of pages, and reaction rate per post on social networks… are examples of indicators to follow, interpret, and take into account, to react and improve!
Webb's marketing implementation of the web digital marketing strategy of your marketplace requires in-depth reflection.
Targets.targets. Of course, the activation of the various levers presented above depends on your market, your targets, and the objectives you have set for yourself.
Other online marketing levers exist, such as online press relations, influence marketing, or growth hacking strategies that we discussed in a previous article.
Good monitoring, responsiveness, and a culture of continuous improvement are essential for identifying areas for improvement and correcting them…… until you reach your virtuous circle.