{"id":3305,"date":"2026-03-18T18:30:14","date_gmt":"2026-03-18T17:30:14","guid":{"rendered":"https:\/\/botnation.ai\/site\/?p=3305"},"modified":"2026-03-18T18:49:38","modified_gmt":"2026-03-18T17:49:38","slug":"digital-marketing-strategy","status":"publish","type":"post","link":"https:\/\/botnation.ai\/en\/digital-marketing-strategy\/","title":{"rendered":"Which strategies to define for digital marketing?"},"content":{"rendered":"<p>Digital marketing enables you to position your content in order to acquire an audience, customers and make sales on the web. Let\u2019s take a look at how you can make yourself known on the web, and the digital marketing strategies you can adopt to develop your online business. <\/p>\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Summary<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #3d351f;color:#3d351f\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #3d351f;color:#3d351f\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/botnation.ai\/en\/digital-marketing-strategy\/#What_are_the_free_levers\" >What are the free levers?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/botnation.ai\/en\/digital-marketing-strategy\/#How_can_I_be_naturally_referenced_on_the_web\" >How can I be naturally referenced on the web?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/botnation.ai\/en\/digital-marketing-strategy\/#Advertising\" >Advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/botnation.ai\/en\/digital-marketing-strategy\/#Using_social_networks_as_a_marketing_strategy\" >Using social networks as a marketing strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/botnation.ai\/en\/digital-marketing-strategy\/#What_social_networking_strategy_should_you_adopt\" >What social networking strategy should you adopt?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/botnation.ai\/en\/digital-marketing-strategy\/#The_last_important_lever_e-mail\" >The last important lever: e-mail<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/botnation.ai\/en\/digital-marketing-strategy\/#Web_marketing_how_to_attract_prospects_convert_them_into_customers_and_build_loyalty\" >Web marketing: how to attract prospects, convert them into customers and build loyalty?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/botnation.ai\/en\/digital-marketing-strategy\/#How_to_set_objectives_for_a_web_marketing_campaign\" >How to set objectives for a web marketing campaign?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/botnation.ai\/en\/digital-marketing-strategy\/#What_are_the_main_objectives_of_a_web_marketing_campaign\" >What are the main objectives of a web marketing campaign?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/botnation.ai\/en\/digital-marketing-strategy\/#Objective_1_Increase_brand_awareness\" >Objective 1: Increase brand awareness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/botnation.ai\/en\/digital-marketing-strategy\/#Objective_2_increase_sales\" >Objective 2: increase sales<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/botnation.ai\/en\/digital-marketing-strategy\/#Objective_3_Build_loyalty\" >Objective 3: Build loyalty<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_are_the_free_levers\"><\/span>What are the free levers?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>To begin with, it\u2019s best to promote yourself free of charge on the web, for a number of reasons. The first is as stated above: it\u2019s free!  Of course, it takes a little more time, but you should know that optimizing your content through SEO will ensure its long-term presence online.  <\/p>\n\n<p>It\u2019s a lot of work at the outset, but it will make it easier for you to appear in searches, because you\u2019ll have worked on your SEO.<\/p>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_can_I_be_naturally_referenced_on_the_web\"><\/span>How can I be naturally referenced on the web?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>Optimizing your content and your sites for referencing involves :<\/p>\n\n<ul class=\"wp-block-list\"><li>Create content with specific keywords. There are sites that allow you to identify the keywords you need to include in your content depending on the subject. This way, when a search is carried out, you can appear in the first results if the work is well done.  <\/li><li>Optimize your website: having a fluid, well-designed and simple website will also help you rank better on the web.<\/li><\/ul>\n\n<p>This marketing leverage is a long-term investment in time, and will enable you to increase customer loyalty.<\/p>\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Advertising\"><\/span>Advertising<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>If we\u2019ve talked about free strategies, it\u2019s because there are, of course, paid strategies: advertising.<\/p>\n\n<p>When you pay to attract an audience, you target the people you want to bring to your offer according to your avatar (also known as your ideal customer).<\/p>\n\n<p>Be careful: this requires attractive advertising, and knowledge of the keywords your target may be typing in when <a href=\"https:\/\/botnation.ai\/en\/chatgpt-microsoft-2\/\">searching the web<\/a>, in order to convert as much as possible.<\/p>\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Using_social_networks_as_a_marketing_strategy\"><\/span>Using social networks as a marketing strategy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>Social networks are all the rage. Today, they\u2019re almost indispensable for building or expanding your audience. You can develop <a href=\"https:\/\/botnation.ai\/en\/marketing-social-networks\/\">a well-qualified community on social networks<\/a>. It would be a shame to do without them, especially as they\u2019re a quick and easy way to get good results.   <\/p>\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_social_networking_strategy_should_you_adopt\"><\/span>What social networking strategy should you adopt?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>It\u2019s important to create regular content, i.e. several times a week, so that your audience doesn\u2019t forget you. Don\u2019t hesitate to ask your audience what kind of content they\u2019d like to see on your profile. <\/p>\n\n<p>You can also attract new people through paid advertising, which will bring you new visitors when you launch your offer.<\/p>\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_last_important_lever_e-mail\"><\/span>The last important lever: e-mail<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>If you\u2019ve collected the e-mail addresses of your audience, it\u2019s a good idea to communicate with them by e-mail. This means of communication enables you to address each person directly and build loyalty. This way, you can create different, more personal content, announce the publication of new content, launch a new offer and sell it, all by e-mail.  <\/p>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Web_marketing_how_to_attract_prospects_convert_them_into_customers_and_build_loyalty\"><\/span>Web marketing: how to attract prospects, convert them into customers and build loyalty?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p><a href=\"https:\/\/botnation.ai\/en\/experience-client-and-digitization\/\">Whatever web communications strategy<\/a> a company implements, setting clear, precise and measurable objectives is essential. In fact, it\u2019s one of the most important steps in any web strategy, as it\u2019s the basis for establishing a roadmap. <\/p>\n\n<p>It\u2019s therefore advisable to set up a web campaign as a well-defined itinerary in which the objectives to be achieved are established, a sort of obligatory stopover leading to the final victory.  <\/p>\n\n<p><a href=\"https:\/\/botnation.ai\/en\/content-marketing\/\">How do you set the objectives of a marketing campaign<\/a>? What are the main objectives of a web marketing campaign? Follow our guide!  <\/p>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_set_objectives_for_a_web_marketing_campaign\"><\/span>How to set objectives for a web marketing campaign?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/botnation.ai\/wp-content\/uploads\/2022\/07\/strategie-webmarketing-1024x683.jpg.webp\" alt=\"webmarketing strategy\" class=\"wp-image-3299\"><\/figure>\n\n<p>Setting objectives enables you to establish a well-defined action plan. For this, it\u2019s important that the objectives of a digital campaign are not a long list of intentions, but qualitative and quantitative actions. <\/p>\n\n<p>The miracle recipe seems to lie in what communications professionals call: SMART objectives. This abbreviation stands for : <\/p>\n\n<ul class=\"wp-block-list\"><li>Specific: your objectives must be precise, clear and adapted to the customers and targets you want to reach.<\/li><li>Measurable: the objective must be quantifiable, i.e. the results must be quantifiable and objectively verifiable, e.g. increase sales of the company\u2019s products by 5%.<\/li><li>Attainable: objectives must be achievable in the short to medium term.<\/li><li>Realistic: the objective must be relevant, taking into account the financial resources available to customers, the state of the market, the competition, etc.<\/li><li>Time: it\u2019s important to define deadlines and a timetable.<\/li><\/ul>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_are_the_main_objectives_of_a_web_marketing_campaign\"><\/span>What are the main objectives of a web marketing campaign?  <span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>Web marketing campaigns have 3 main objectives: <\/p>\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Objective_1_Increase_brand_awareness\"><\/span>Objective 1: Increase brand awareness<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>The aim is to raise awareness of the company, its activity, its products or services, while at the same time creating a positive and sympathetic image. To achieve this objective, certain actions need to be taken to increase the company\u2019s visibility and reputation. <\/p>\n\n<p>Possible digital marketing actions :<\/p>\n\n<ul class=\"wp-block-list\"><li>display (purchase of advertising banners on the Internet),<\/li><li>buying keywords on Google,<\/li><li>buying advertising on social networks (Facebook, Instagram, YouTube\u2026),<\/li><li>the creation of <a href=\"https:\/\/botnation.ai\/en\/chat-gpt-revolution\/\">content on the company\u2019s web page<\/a>, paying particular attention to the definition of certain keywords that will answer specific questions prospects may have,<\/li><li>continuous animation of its social networks.<\/li><\/ul>\n\n<p>These actions will increase the company\u2019s web traffic, widen its audience and visibility, and ultimately raise its profile.<\/p>\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Objective_2_increase_sales\"><\/span>Objective 2: increase sales<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>Now that the prospect\u2019s attention has been caught, the next step is to encourage them to take action by filling in a form, for example, or requesting a quote, and thus buying the product or service. This is what companies call: converting the prospect into a customer. <\/p>\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Objective_3_Build_loyalty\"><\/span>Objective 3: Build loyalty<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>We now need to build customer loyalty through, for example, personalized email campaigns, newsletters, promotional codes, efficient after-sales service, satisfaction surveys and web content dedicated to customers (and no longer to prospects).<\/p>\n\n<p>The key is not only to make them want to stay, but also to recommend the company to other prospects. For example, by offering them the opportunity to rate the company or leave a review, they become ambassadors for the company. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Digital marketing enables you to position your content in order to acquire an audience, customers and make sales on the web. Let\u2019s take a look at how you can make yourself known on the web, and the digital marketing strategies you can adopt to develop your online business. What are the free levers? To begin [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":3302,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[366],"tags":[],"class_list":["post-3305","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/botnation.ai\/en\/wp-json\/wp\/v2\/posts\/3305","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/botnation.ai\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/botnation.ai\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/botnation.ai\/en\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/botnation.ai\/en\/wp-json\/wp\/v2\/comments?post=3305"}],"version-history":[{"count":0,"href":"https:\/\/botnation.ai\/en\/wp-json\/wp\/v2\/posts\/3305\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/botnation.ai\/en\/wp-json\/wp\/v2\/media\/3302"}],"wp:attachment":[{"href":"https:\/\/botnation.ai\/en\/wp-json\/wp\/v2\/media?parent=3305"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/botnation.ai\/en\/wp-json\/wp\/v2\/categories?post=3305"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/botnation.ai\/en\/wp-json\/wp\/v2\/tags?post=3305"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}