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Studies all agree that the most downloaded and used apps are still the classics (Facebook, Twitter, Gmail, Google Maps, Instagram, etc.). This makes it hard to be visible on the marketplace, no matter how good an app or the services it offers are. Although you cannot count on people just coming across your app, good marketing, and communications strategy will help you gain good visibility and maximum downloads. Examples and illustrations.

Make an excellent landing page

This is the page that promotes your app. The best format is a straightforward one-page site with multiple CTAs and a simple explanation of what the app does, its features and its strengths. The aim is to build trust and stand out from the crowd. The more professional your landing page (with a suitable design and wording), the more it will contribute to good user experience. It is important to make the page mobile-friendly rather than designing it to be viewed from a desktop.

Create content

The simplest thing to do is to write a regular blog containing posts that can be shared on social media. The richer, more regular and more interesting your content, the more of an impact it will have on your SEO strategy and therefore increase your visibility. Content should not be promotional. It should cover issues related to your app to attract a wider audience. It is also a good way to build trust, especially if this is your first app.

Know how to pitch

An elevator pitch is where you introduce your app in under 30 seconds as if you were talking to an important person while between floors in a lift. The goal is to provide a summary that has both style and content to attract users, investors, partners, etc. Your pitch is your lifeblood. It is what identifies you as an app creator. You can re-use it everywhere: on your website, promotional videos, presentations, press releases, etc.

Nurture public relations

Once your app is up and running, you need to let people know about it. Tell influential people who might be interested in what it can do. These may be specialist journalists, bloggers or influencers. A well-put-together press release or pack can be used as a promotional tool. If yours is a paid app, it is always better to offer a comprehensive free test version. It is not the done thing to ask influencers to pay to test an app.

Make a fantastic product page

This is the page that will be shown on Google Play or the App Store when the app is downloaded. If your users have got this far, you must not disappoint them. It is important to have promotional videos, carefully chosen screenshots, a clear description and responses to reviews and comments to create engagement and build trust. This is where conversion plays out, so the page must be carefully monitored.

Be transparent

If yours is a paid app, say this and explain why. Nobody likes paying without knowing what is coming. You can offer two free months or a no-strings 30-day money-back guarantee.

If your app has in-app purchases, make this clear too. Transparency and honesty will always help facilitate community engagement.

Enter contests

There are many competitions that can turn an unknown app into a big success. Some emphasise design, while others focus on user experience or interface. If your interface is in English, you should definitely enter international contests.


SEA, SMA and affiliate marketing all work well, as they are types of performance marketing. Return on investment can easily be calculated with links direct to the download platforms. You can test out various formats, visuals, and approaches to optimise your marketing strategy.

Update your app regularly

Apps are like living things. They should develop in line with the latest trends, the ideas in your business roadmap and feedback from your community. Optimise your app and update it regularly to make sure everything is working well and fix any bugs that have slipped through the net.

Although there is no magic recipe guaranteed to make an app a success, these examples of good practice will help boost your visibility and downloads. Contact us for further information! Contact us for further information!

In the world of marketing, the performance-based approach and the branding-based approach are often considered to be mutually exclusive. However, these are two systems that can, in fact, complement each other and work well together. Branding carries at least as much importance as the conversion target. Generally speaking, it’s difficult to have one without the other. To run a successful branding campaign and be visible to potential prospects, therefore, you need to base your approach on native content combined with carefully thought out promotional actions.

Why go down the branding route?

These days, we don’t just simply buy products or services. We buy a brand and experience. Developing your branding is, therefore, an important strategy first when it comes to building your reputation. Also for having a presence in a competitive market. And then being recognised by or identifiable to consumers. A brand is actually much more than just a simple logo. It’s a way of existing and being present through a recognisable set of graphical elements and conventions; a set of strong values; a specific editorial line, and it’s the generation of loyalty amongst the members of a community built around your product or service.

To work successfully, branding must first and foremost be a living thing. It evolves, adapts and enriches the experience lived by the customer. And it’s precisely here that content has a key role to play. Whether it’s on your blog, your mobile app or your social networks, content that’s properly adapted to your personas can enrich the customer journey and the overall experience. This means that when a person switches from one channel to another, they need to be able to recognise where they are and understand that they’re still in the same environment.

Branding also has its place in major marketing campaigns. From the video right through to the SEA, the SMA, and the poster campaign, branding requires a two-fold approach: the inbound aspect, to bring the customer to you, and the outbound aspect, to strengthen the key messages and grow your brand.

Traditionally, branding has been seen as something used mainly by big brands and major groups with considerable resources at their disposal. However, it’s something everyone can (and should) get involved in. By investing just a few thousand euros in the right way — especially on social platforms — it’s easy to get your brand fully alive and kicking.

Mobile branding, a underestimated marketing lever

Today, smartphones have become the main screens people use. All branding campaigns, therefore, need first and foremost to be adapted for mobile technology or optimised for mobile use. Mobile branding comes in various forms and depends primarily on your own specific targets and messages. Nevertheless, It is possible to cite a few specific examples:

The reinvention of the desktop through layout and design

Mobile devices are, of course, now ubiquitous and accompany us everywhere we go throughout the day, but the conventional computer (the famous desktop) is still very much alive and kicking. At home or in the office, their large screens provide unparalleled browsing comfort. We don’t pick and sift through content on desktops in the same way we do on mobile devices. We take the time to read, absorb information, make purchases and watch videos in high quality.

This is where site layout becomes particularly relevant. It enables to display the branding content at the top or sides of a page. The goal is to ensure its non-intrusively alongside premium creative content. The branding content can also be interactive, include integrated CTA and videos,. It could be designed to encourage engagement.

User-generated content: when the brand benefits from its own community

User-generated content (or UGC) is content created by the users themselves. It is a formidable branding tool that develops naturally around the brand, helping to showcase it and get your products and services talked about. UGC is also a good KPI for measuring customer satisfaction and the likelihood of recommending. Some examples:

Branding remains a powerful tool for injecting vitality into a brand and reaching a wide audience. Whether on desktop computers or mobile devices, and whether created by yourself or your community, the entirety of the content produced converges into a set of omnichannel messages, thus creating an attractive and effective pre-sale experience. Our team of experts can help you with all your branding campaign requirements. Contact them today!

Influencers have been part of the marketing mix for advertisers for several years now. With a tweet, a photo, an article or a video, they’re able to reach a growing and generally highly engaged community in a natural and spontaneous manner.

Working with influencers, however, is not something you can just improvise as you go along. It’s a process that needs to be planned ahead and carefully thought out, and which relies more on creative collaboration than on a customer-supplier relationship. Creating an influencer marketing campaign, therefore, requires an appropriately adapted strategy.

If you’re tempted by the idea, here we give you all the best practices you need to make your influencer marketing campaign a success.

Know Who You’re Speaking To

Before launching, you need to know who to speak to. Who are your targets? Who are your buyer personas? What kinds of lifestyles do they have? The decision-making levers? The kinds of content they like to read and share? Their consumption habits? Knowing who to speak to is essential when it comes to orienting your influencer marketing campaign in the right direction. Once you know your customers and what motivates them, the search for influencers who match their requirements and expectations will be easier.

Understand the World of Influencing

In the small world of influencing, there are big players and little players. The first is made up of the star influencers with hundreds of thousands of followers – or indeed even several million in some cases. We are in the realm of mass influence here. Often, these are stars of the small screen or the world of sports or long-established creators with a long-standing presence on the web.

Then come the micro-influencers. Their communities are smaller but often more engaged. They concentrate on niche markets in which they’re regarded as genuine experts. You tend to find them specialising in topics relating to leisure activities, sports, new technology, gaming, the world of beauty, etc. Because they’re passionate about what they do and natural in their approach, they can easily reach a large community in a highly unpretentious and respectful manner.

And finally, there are the nano-influencers. These are even smaller but have significant growth potential. Some have just a few thousand followers. Brands, therefore, rely on their “innocence” and the authenticity of what they have to say to expand their markets in the hope of future returns.

Finding the right influencer

Contacting an influencer directly is usually a waste of effort. You need to go through formal and informal networks and submit business cases that make sense.

Though it is possible to contact micro-influencers and nano-influencers directly, the best approach is to go through agencies that do this as a profession. They will know the influencers expectations and requirements as well as their availability and what it is they’re looking for. Going through intermediaries avoids you making beginners’ mistakes and saves you time in the value chain.

Not all influencers work in the same way. Some will only agree to simply mention the brand; others might be willing to carry out a demonstration of the service or product, or even agree to create native branded content. No matter what the case, before negotiating with influencers you first need to make sure you’re familiar with their world, their content and their values. It’s here, in particular, that agencies come in very useful.

Co-constructing rather than imposing

An influencer will accept a project more easily if they’re able to participate in its development. You, therefore, need to adopt an open attitude and be willing to allow a certain amount of leeway. This is, in fact, something that’s not always obvious to advertisers, who always tend to want to exert maximum control over their marketing and communications.

When putting an influencer marketing campaign in place, you should have no hesitation in using the services of multiple influencers. The aim is to generate as much exposure for the brand as possible over a defined period of time.

However, people tend to flick quickly between one thing and the next, going from a blog to Instagram then switching to YouTube in the space of just a few minutes, for example. They, therefore, need to be able to find brand content that’s in keeping with these communication channels and with the influencers’ habits and behaviours. Here, we are here getting closer to the native advertising model, but don’t forget: an influencer is not a muse to whom you simply say what you require.

Measuring the return on investment

Defining the KPIs for influencer marketing is not as straightforward and clear cut as it is for traditional types of marketing, but these KPIs do nevertheless exist. They tend to be expressed in terms of audience reach, the number of clicks, likes and comments/reviews, social media shares, promotional code use and tracked links, etc.

Earned Media Value is another useful KPI to track. This equates to the media exposure acquired when the brand is talked about via channels of communication not controlled by the company. This could be in the form of blog articles, product reviews, YouTube videos, customer reviews on digital platforms, etc. What an influencer says can thus spread onto other communication channels via a snowballing effect.

Putting in place an influencer marketing campaign is therefore not as easy as it might seem. Because it forms part of a specific strategy, it needs to have a clear objective and be executed in a perfectly controlled manner. This is why it makes sense to seek the help of agencies that do this as a profession and can advise you in making the right choices. Talk to us today!

How a communication tool invented over 30 years ago is still so popular among marketing professionals and consumers? That said, email – since sending emails is exactly what we are referring to here – is regularly stated as nearing the end of its shelf life. Or at least this is what we are lead to believe since email has resisted all digital revolutions (social networks, chat, mobile notifications, applications, gamification, etc.). A study carried out by Adobe even shows that 61% of consumers prefer to receive marketing communications via email. Email may well be the main channel for digital communications, but what makes it the best conversion channel? Allow us to explain.

Email is easily automated

Email is crucial for receiving purchase and delivery confirmations, signing up to events, and setting automated reminders (incomplete baskets, upcoming marketing campaigns, etc.). We are all permanently connected to our emails whether in our personal or professional lives, and this link is crucial in creating emotional connections with brands sending out the right messages. Email marketing is the easiest way for non-specialists to test automation. Tools are available which require no technical skills and can be used very easily.  Email marketing is also very easy for professionals to integrate into existing tools (databases, CRM, CDP, etc.).

Email is a unique identifier

Email is a bit like a digital passport: something you always tend to keep, and more reliable than a postal address or telephone number. Even if you move house or change jobs, you always keep your personal email address. In B2B, if a business undergoes changes, users keep their professional email addresses. Email ensures data unicity and facilitates quality control of contacts (duplicate addresses, non-existent addresses, etc.).  This is essential for high-quality CRM tools and CDP platforms.

Email facilitates segmentation and scoring

An email marketing campaign provides extensive data on the behavior of prospects and is the best way to reach the right people thanks to unique targetting. You can accurately measure the impact of a campaign and automate the scoring of your prospects according to openings, clicks and forwards. Measuring performance is clear and easy to obtain thanks to email marketing. Each profile can be personalized according to persona criteria, and it works just as well with A/B testing campaigns designed to measure the performance of actions and optimize your decision-making.

Email is an ROI conversion channel

Email marketing costs next to nothing and can have a significant return. The cost of customer acquisition remains low. Recouping the cost of a database is easy within an omnichannel approach, wherein email plays a central role (landing pages, promo coupons, exclusive offers, etc.). Email is also an effective loyalty channel. It is important to remember that gaining customer loyalty is less expensive than looking for new customers. In this respect, well-built email marketing campaigns enable you to keep in touch with your community, previous customers and representatives. Beyond gaining the loyalty of your customers, email is also an acquisition channel for new customers. Testing email campaigns on external databases are essential and also considered to be a source of ROI. Would you like to know more? Get in touch with our experts!

Email is easy and accessible

You can, of course, create an email campaign using a graphic designer, data analyst, and UX designer. But, generally speaking, creating a campaign is easy as soon as you have access to a template with proven effectiveness. You don’t need to be an IT specialist to make it happen. You simply need to update your product catalogue, visuals, titles, and hooks in order to create a high-impact campaign in just a few minutes. Check our Studio to make an effective and high-performing Kit Email!

Email is cross-device

Email marketing works on all devices: smartphones, tablets, and mobile phones. It adapts to all page layouts and even captures new interactive functions. With AMP open-source technology (supported by Google), soon it will be possible to fill in and send forms directly from your email software, as well as browse photo galleries, make hotel reservations and order plane tickets. There are so many new functions on the horizon that will enrich email. Email marketing is by far the best way to reach out to prospects in a reliable and cost-effective way, while the reduction in the reach of social platforms is causing advertisers to constantly reach back into their pockets. Alongside well-managed data and a clear strategy, email marketing remains by far the best conversion channel for boosting your online sales.

Prospects are often the marketing professional’s bread and butter. They are the ones who, if the strategy is well implemented, could one day be converted into customers. When it comes to generating leads, the approach used differs depending on whether you’re operating on a B2B or a B2C basis. In businesses, processes take a long time, purchasing decisions involve numerous individuals and the quality of leads is very often more important than the quantity. With B2C, the average basket size is smaller and the supply of prospects needs to be constantly renewed and updated.  No matter what your particular case happens to be, we have selected five practical and workable tips to help you improve the quality of your leads, accelerate your growth, and thus catch your competitors on the hop.

Optimised forms

This is where lead generation all begins, and it needs to be very carefully thought out and designed. You have to optimise your form right down to the smallest detail: too long, and it runs the risk of driving your prospects away. Too short, and you risk having too little information to provide a context for the enquiries and requests. In general, three or four fields is a good average to aim for.
With B2B, you can elect to prohibit Gmail type personal emails in order to filter out anything that is not a genuine professional enquiry or request.  Though it’s a method that will by definition limit the number of incoming prospects, it will guarantee you a higher level of quality. Once you have a professional email in your possession, you can then enrich it in your database with firmographic data.

Additionally, you can also eliminate spam and bad addresses by automatically sending an email immediately after receiving the information. It’s good practice to carry out an initial quality filtering procedure to avoid cluttering up your CRM or data platform.

Effective, automated scoring

In order to establish the quality of your leads, you need to rate them. This is the purpose of scoring, which assigns a value to prospects based on their purchasing potential. This rating can go up or down based on interactions with your campaigns. If your prospect opens your emails, clicks your links and asks you questions, they gain points. If they don’t respond, fail to react or have not been opening your communications for some time, there’s probably no longer any point in retaining their details. Scoring gives you a way of removing leads with little relevance to your business from your tools. Most marketing tools are today capable of automating the scoring process and aggregating the data into a single, unique platform.

Relevant lead nurturing

Lead nurturing consists of “cultivating” your prospects right up to the point at which they’re ready to make a purchase. In order to achieve this, it’s necessary to create buyer personas equipped with individualised activation systems. Each profile is set in a different marketing context with its own specifically adapted content. The more personalised your lead nurturing, the more effective it will be. Sending special offers, sending information aimed at informing and developing awareness, sharing good practice, organising competitions and offering exclusive content (white papers, videos, etc.) are all things you can do to help you achieve this.

Timely personalised messages

Each lead progresses through the conversion funnel at their own individual rate and rhythm. You, therefore, need to be able to send out the right information based on the stage they are at. Some will want to get to know you better; others will need to be reassured or won over, with the latter perhaps waiting for a good offer before deciding. This is where personalised marketing really comes into its own. You don’t treat a person who’s just learning about you in the same way you treat a hot prospect on the point of making a purchase.

A unique experience

The customer experience is made up of all the interactions and emotions experienced and felt by the customer before, during and after the purchase. In order for it to be successful, your branding must be coherent across all your platforms. The mobile website, online store, email automation, social networks, the welcome when entering the shop… the coherence of the experience creates value and provides reassurance. It’s essential not to underestimate its importance. The same design, the same values, and the same overall ambiance must be present at each point of contact. A coherent brand territory contributes to the creation of a unique experience that will enable you to encourage and get the most out of your prospects and make them part of your big family.

The question of quantity versus quality when it comes to managing prospects can often be a source of internal frustrations and misunderstandings. However, the two can work perfectly well together if your marketing strategy is coherent. To achieve this, you need to have the right tools at your disposal, namely the essential professional skills required and the technology that will enable you to properly manage your data in strict compliance with the requirements of the GDPR. Our experts from lead generation team can provide answers to all your questions. Get in touch with them today!

What’s the purpose of creating the perfect email kit? Despite the existence of social networks, instant messaging and mobile apps, email still remains one of the most effective means of communication. Performance email campaigns are, furthermore, a marketing lever that should not be underestimated where marketing via an opt-in contact database in the context of an affiliate marketing campaign is concerned. To make the work involved easier, advertisers provide publishers with marketing kits designed for use on third-party websites. Amongst these is the email kit, which enables the advertiser to remain in control of its marketing, its design and the key messages to be shared. Creating the perfect email kit, however, is not an intuitive process. Here we explain everything you need to know about maximizing the effectiveness of your messages!

What is the perfect email kit composed of?

You certainly don’t want to ask your publishers to do the design work in your place. Though some may well be technophiles, others will not be as comfortable with the email design process. This will be especially true if they are not familiar with the subtleties of your graphic charter (colour codes, logo, fonts, etc.). This is where the advantages offered by the email kit come in to play, as it’s ready to be used out of the box and doesn’t require any technical knowledge. Advertisers simply provide an HTML file that the publishers can then import into their email marketing campaign management tool. All the images are hosted on a third-party server – usually the advertiser’s own – which guarantees a high degree of availability and optimized loading times. The kit can also contain tips and advice about integrating the email content into the most popular tools used for hosting opt-in email addresses.

The aim, therefore, is to avoid the need to touch the code, thus saving time and ensuring a coherent style is used. An advertiser that works with several different publishers will thus see its message broadcast in a homogenous manner and in the context of a reliably defined working relationship.

The essential components of the perfect email kit

The better the email kit is put together, the greater the potential return on investment. Trying to manage your kits on the cheap is generally the quickest way to end up with rickety and disappointing campaigns. To avoid this situation, here are the essential elements to retain and include:

Conception and design

A responsive email

Your design must be optimized so it displays perfectly on all platforms and devices. It’s essential that the code is competently and professionally written if the final output is to be of high quality.

Inspiring visuals

The images that make up the email (header, footer, illustrative and background images or ones are taken from the product catalogue) must be optimized (in terms of resolution and file size) to avoid hindering page loading.

Working links

A link that leads to a 404 error or a non-existing image on your server are the kinds of beginner’s errors that it’s essential to avoid at this stage.

Relevant trackers

All the links, buttons and CTAs (Calls to Action) must be tracked using tools that are useful for measuring your campaign’s performance (and improving it in the future, if necessary).

The content

Dynamic tags

If possible, give your message a more genuine and honest feel by personalizing your email using dynamic tags (first name, surname, sex, geographical location, etc.).

A strong tagline and legible content

An email is not a webpage. The content must be short and comprehensible. The choice of which words, titles, and fonts to use can make the difference between a relevant email and a message that will simply end up going straight into the spam or trash folder.

Content that’s free from spelling mistakes

A simple, basic point perhaps, but always worth repeating!

Content that’s managed and up-to-date

Don’t duplicate old and existing email kits without first checking that the information they contain is still relevant (links, promotional offers, message, visuals, etc.). Always apply quality control measures.

Legal obligations

Compliance with the GDPR

European law places certain responsibilities on the advertiser, including when working with subcontractors. Work only with partners you know you can trust and that are compliant with the rules of the GDPR. Here at Kwanko, we work with databases that are signatories to the “Charte CPA” (a French email marketing quality charter).

Unsubscribe link

One of the classic rules, though it should be properly integrated and visible.

The advertiser’s address and contact details

Must be included so the advertiser behind the message can be identified.

Confirmation message

To explain why the recipient is receiving the email and in what context.

Armed with all these tips, you now have all the good practice advice you need to create the perfect email kit and optimize your future campaigns. All that remains for you to do is launch yourself into the project and transmit your messages to a receptive and engaged community. Need the services of a graphic design studio? We have a team of web designers that specialize in performance marketing. Contact us to find out more!

Drive-to-store is the local version of e-commerce. The goal is to use all the digital levers available to advertisers to transform geolocalised data and the almost constant use of smartphones to encourage customers to come in the store. Whether to make a purchase or collect a parcel, drive-to-store “physicalizes” the customer experience and offers new opportunities to develop one’s business. But you have to know what you’re doing.

When digital technology can be used to boost physical in-store sales

Today, opposing e-commerce and traditional commerce no longer make much sense. The two must work together in an omnichannel logic to personalize customer experiences. As it happens, drive-to-store offers a solution that combines online and physical networks.

In-store shopping is far from being replaced by the web. The latest report by FEVAD (the French Federation of e-commerce and distance selling) highlights that 91.5% of purchases in retail are still made in store.

However, retailers must continuously reinvent themselves to be more flexible and agile. With drive-to-store, digital technology encourages customers to come in store for purposes that vary depending on the strategies used. Here are some examples:

Order online, collect in store

This is the “click and collect” principle that was made popular by large-scale distribution with the “drive” concept. Customers can buy a product online and collect it a few minutes or hours later. As such, they have immediate access to their order, save time, and can later add more products or additional options. It is a cross-selling or upselling strategy that can play a significant role for retailers. Today, 38% of brands offer this logistics solution, according to FEVAD.

Order online, collect from a third-party point of sale

This is the parcel collection point system, whereby businesses agree to receive orders on behalf of other brands. While it is true that businesses usually take a small commission for this service, it is above all an opportunity for them to welcome customers who may have never set foot in their store otherwise. Today, 86% of e-retailers offer this logistics solution.

Book online, experience in store

Customers can make appointments online using a mobile app, a chatbot, or the website, then come in store to enjoy the experience. Whether customers want to try on clothes already picked out and ready upon their arrival, undergo a cosmetic treatment, book a table in a restaurant, or test drive a new car, the smoother the mobile process is, the more they will enjoy the experience. The approach is likely to lead to strong recommendations on social media.

The keys to drive-to-store

Optimising your drive-to-store approach involves mastering several marketing levers. We have identified a few of them to help you:

Local search in major platforms

Google MyBusiness, Yelp, TripAdvisor, Uber Eats… They cannot be underestimated. These tools and intermediation platforms play a key role in establishing relationships between advertisers and potential customers. For retailers, it is therefore essential to rank high in search engine results, to have a strong focus on customer service (importance of ratings), to share tailored content (photos, videos, descriptions), and above all to ensure that all information is always up to date (opening times, store contact details, etc.).

Localized advertising

Targeting the right people depending on their commuting and travel habits or their geographical location is essential when it comes to drive-to-store solutions. Geolocation is a strategic lever in such cases. You want to reach out to customers from the surrounding area who are likely to be able to visit your store easily. Whether you are using SMA, SEA or RTB, the more targeted your advertising, the more relevant it will be.

Notifications and mobile apps

If you have a mobile app, geolocation helps better communicate with people near your store. The most common good practice is an embedded store locator for brands that have several stores. Whether customers are looking to enjoy a coffee in Starbucks or purchase a lawnmower in a supermarket, the ability to connect them with a store provides strong added value.

Connecting to third-party data

Weather, news, new collections… Every store can devise personalized emails or text messages according to specific triggers. The task requires creative storytelling and can speak to your customers to encourage them to visit your store.

CRM Onboarding

CRM Onboarding is a technology that matches transactions to in-store visits according to online advertisements. It is always important to know whether your Facebook ad generated any in-store visits, for example.

Heat map

Once in the store, discreet beacons can identify where customers walk in your aisles and amongst your shelves. It is very useful for reorganizing your advertising, showcasing your special offers, and finding the mechanisms that will help keep your customers in a particular spot for longer all the while optimizing your human resources (sellers and advisors).

Today, it is simply impossible to ignore drive-to-store. For retailers, it is a crucial lever that combines the best of two worlds to ensure that customer experiences are personalized as much as possible. Drive-to-store is a marketing strategy based on data relevance and effective management of mobility to adapt to new purchasing behaviours.

Discover our drive-to-store solutions with our team of experts. Get in touch to find out more!

It’s difficult to ignore or to do without social media: it’s everywhere. From Facebook to Instagram, not forgetting Twitter, Pinterest and LinkedIn, social media is a great communication tool for building and developing a community. However, social media can do more than just provide information. If it’s well-used, social media is also a business tool for managing qualified leads, and potential customers. Between inbound marketing, lead generation and lead nurturing, find out how social media can boost your business.

Personas and social media: wanting to be everywhere means being nowhere

You’ve heard about Facebook, of course; but what about Twitter and Snapchat too? When it comes to social media, it’s tempting to want to be everywhere, which can lead to your brand being spread too thin. It’s impossible to be on all social media without a dedicated team and adapted, differentiated content for each platform. Creating an account just for the sake of having a presence which then becomes an inactive account is worse than having no account at all. Communicating well on social media, therefore, requires an appropriate strategy. Before getting started, you need to know which social media to focus on.

To do so, you need to establish your personas. These are profiles of your typical customers. Virtual characters with a real identity, brought to life using information and the experiences of your marketing and sales team, along with data collected by customer support. 4 or 5 personas should be enough to cover 80% of your customers.

These personas are multi-layered: you know their backgrounds, their experiences, what they do, what they buy, what drives them and, by extension, which social media they’re likely to use.

Your personas are also very useful for coming up with a specific content strategy: what do they read? What problems do they have? How can you help them? The answers to these questions will create your online social strategy to generate qualified leads.

Use the right tools and the right strategies

Marketing managers and community managers want to use more than the native tools provided by major social media platforms. These tools have been created primarily for personal use and lack of precision when it comes to professional use. That’s why there are many tools which can be used in addition. A few examples of tools and best practices to ensure a flawless online presence and help you to become a lead generation expert:


These are software programs which connect to your online accounts to publish and interact, depending on triggers. For example, as soon as you publish an article on your blog, it’s shared straightaway on Facebook and Twitter, and a few hours later on LinkedIn. Automation also makes it easy to create marketing emails and score potential customers, depending on their actions (opening an email, social media engagement, etc.).

URL tracking

When content is published, you can create a unique link to measure and track the impact of your campaigns and shares. Your KPIs will be always up-to-date and relevant.

Sharing cold content

Your publications can’t be recycled indefinitely. That’s the difference between hot content (related to the news and which quickly becomes outdated) and cold content, which is easily shareable. You can develop thematic lists of cold content which will then be automatically republished without any additional intervention at a predefined time and date of your choice.

Competitive intelligence

To monitor trends, hot topics and find out what your competitors are doing. With a few social media accounts and hashtags, you can create a dashboard for proactive and efficient monitoring.

Content marketing: be organized

Social media is nothing more than a communication channel. What counts is what you put on social media. That’s what content marketing is all about: organizing, producing and publishing varied and relevant content to boost your social presence.

An editorial calendar is essential for a relevant content marketing strategy. You can use it to work out the article and the topic to be published on each social media platform, based on a particular persona. It’s a good way to plan ahead and ensure that your resources are well balanced.

Creating varied content is also important. Articles, infographics, photo albums, competitions, videos: diversity creates additional momentum in terms of communications. Similarly, you can also test different formats of live videos: AMA (ask me anything – a live video during which you answer every question sent in by viewers), FAQ (the same principle, but the questions are chosen and organized in advance), unboxing, product launch (an evening event or a VIP presentation, in advance), various other events, etc.

Social media is a strategic marketing tool for branding. It can be used to convey key messages, share strong values, accelerate sales and help customers to connect to a brand. It’s also a way of experimenting with targeted advertising to reach people beyond your immediate community and generate qualified leads.

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Competition pressure is continuous, both online and in physical stores. Lead research and lead qualification are priorities for marketing professionals. Whilst a potential customer can walk up and down a street in front of a carefully arranged shop window, digital stores require a different approach to capture the attention of fickle visitors. And when it comes down to it, retargeting is an undeniably effective strategy to help increase your conversion rate, reduce financial strain on purchasing goals and optimize customer experience.

Establishing the trigger for effective retargeting

The trigger is the action that starts the retargeting process. You can create as many retargeting campaigns as there are triggers. The most important thing is to personalize the relationship between the action and the message. For example, you shouldn’t pass on the same information about a visitor who spends 20 or so seconds on a category page as one who spends four minutes on several product pages from the same category.

It is essential to carefully define your triggers. Retargeting every visitor to your website – including those who only spend 10 seconds on the home page – is not a sensible practice. Not only will you be pointlessly expending your budget, but the visitor may feel they are being monitored and tracked, which is inevitably unpleasant for them.

There are a number of different triggers, so for an effective campaign, you can choose between the following:

An abandoned shopping cart

A visitor (whether identified or not) who adds items to their shopping cart but does not complete the purchase.

A long visit

To one or several pages, which can be measured according to the amount of time spent on the content, links clicked or the number of pages visited.

Visits that vary according to the source

Ads, affiliate links, social media, etc.

Retargeting campaigns can be launched several minutes or several days after the trigger. This is an important criterion as it is directly linked to the objective of the visit: a visit to a blog doesn’t require any immediate action and an abandoned cart could be retargeted in the following 36 to 48 hours. On the other hand, if the cart contains a product that will shortly expire (e.g. a plane or train ticket for an imminent date or a specific transaction that is about to be completed), there’s no reason not to launch your campaign in the following few hours.

Retargeting: what messages should be passed on?

Advertisements linked to retargeting are created automatically. In the case of e-commerce sites, you link a pre-existing template with the content of a catalogue which contains the products viewed. Whilst this can contain thousands of products, the advertiser can choose to select only certain product categories, like those that have the most stock or those with the highest profit margins.

The creation and design process must ensure that the right message is delivered to the right person. Certain retargeting scenarios can also include information on the users if this is known: if a man visits a section of a website targeted towards women, it would be reasonable to assume that he is looking for a gift. Therefore, retargeting can focus on the promotion of a buyer’s guide or practical advice, rather than the product itself.

Retargeting best practices for advertisers.

Vary your retargeting strategy

There are several different types of retargeting, including:

Carefully targeting potential customers

For commercial websites, the longer a visitor spends on a page, the more likely retargeting is to be successful. It makes much more sense to retarget a visitor who spends time on a product page as opposed to your home page. You can also conduct smart retargeting campaigns using the sociodemographic data available to you. This is a great way to deliver the right message to the right person.

Finally, be careful not to be too precise with retargeting. This can give the visitor the feeling that they are being tracked which can have harmful consequences. Whilst you may think you’re acting in a considered way, in fact, all you’re doing in ruining your relationship with a potential customer. Retargeting should be used to help build a relationship, not to harass your leads!

Whilst it’s a useful tool to boost sales, retargeting should be used intelligently and astutely. Variables and fine-tuning are essential, so you should make sure you’ve considered all the segments and outcomes before you launch your campaign. Finally, one last semantic clarification. We also sometimes talk about remarketing which can cause confusion. In fact, the term ‘remarketing’ was created by Google as a name for the retargeting solution, but the concept is essentially the same.

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Content marketing consists of producing, publishing, sharing and generating online content that’s in line with the brand’s positioning. However, and at the risk of disappointing you, publishing a few occasional tweets and one blog article per month does not qualify as content marketing. In fact, content marketing usually forms part of a wider inbound marketing strategy and is used as a way of encouraging and attracting visitors. Once attracted, it then becomes possible to transform these visitors into prospects, then into customers.

To find out more and learn how to optimise your visibility, delve with us into the secrets of content marketing.

Content marketing formats

Depending on your particular professional challenges, your strategic objectives, and your business sector, there are numerous content marketing levers you can apply and use. In order to be effective, content marketing needs to be varied, multifaceted and coherent. A few examples:


Taking the format of a piece of text, articles can vary in length from 500 to 1,500 words, depending on the subject matter. This is content that gets published on your own website’s blog or on those of third parties, such as Medium or LinkedIn Pulse. You can also use guest-blogging by hosting partner content or having it hosted, or by providing and submitting articles and editorial pieces to well-known and influential publishers (the press, professional sites, etc.).

Social network posts

This can take the form of reusing existing content shared on social networks, or it can be newly created content designed to provide information or stimulate engagement.


Used in the form of slide shows, photo albums or GIFs, these illustrate and breath life into content, be it on social networks or on your own online store or corporate website.

Corporate videos

These can be either long or short-format and serve to diversify the messages associated with the particular topic being dealt with. Each video needs to be precisely targetted (a video aimed at shareholders will be completely different from one aimed at your distributors or customers, for example).

Live videos

This is a useful format to use for FAQ-type personalised chats or the relaying of a live event.


This is a short-lived, trend-focussed format found on social networks.

White papers

Used primarily for B2B, this is an authoritative document that provides advice and good practice guidance on a specific topic. White papers are essential for generating qualified leads.

Email marketing

This is a type of content sent by email at regular intervals to recipients in a database of qualified leads/prospects.


Here, images and visuals are used in combination with key figures to summarise a challenging problem or complex topic and render it more accessible.

Once produced, each piece of content can then be recycled and reused multiple times: an extract from the white paper as a blog article, a video as a story, a piece of infographics as a tweet, etc.

Content marketing tools

Getting involved in content marketing requires organisation and the appropriate resources, particularly:


Personas are archetype profiles of your different customer types. They are essential for defining your targets and knowing who you need to speak to. Each persona is associated with a particular subject area and has its own reading habits.

Editorial line

This is a strategy that people need to know about and be aware of and that needs to be properly shared so that the tone and style used can be standardised. The editorial line must be coherent across all types of media and all content.

Editorial calendar

Whether a comprehensive tool complete with task delegation, tags, and resource allocation management or just a simple Excel spreadsheet, this is as a useful tool for organising your content production. Your calendar tells you what’s been published, what needs to be worked on and what’s currently in production.


Once content has been shared, it needs to then take on a life of its own. Automation both avoids the need to carry out painstaking work and encourages sharing once the content has been published.

Economic intelligence and benchmarking

These are useful tools to use for searching for keywords and topics of current importance whilst at the same time strengthening your knowledge of both the market and your competitors’ activities.

SEO and content marketing: a winning combination

Search engine optimisation is a daily preoccupation for marketing professionals. Dropping just one place in the Google rankings can result in a real and substantial loss in business. This is why SEO is of primary importance. There are numerous levers available, such as backlinks, responsive formats, page loading speed and the avoidance of duplicated content. It’s also extremely important to have new content that uses strategic keywords and gets regularly updated.

When properly put together, a content marketing strategy can lead to your content being found via new keywords. But not only that. It can also move you up the ranks in the search engine’s natural results and prepare your website for voice searching.

The quest for visibility and credibility is of fundamental concern to advertisers. This is the reason why you need to think carefully about your content. Bill Gates was already saying that content is king back in 1996. And it’s a stance that still has just as much currency today, twenty years later. Our team can provide you with expert help and support with your own content marketing. Contact us today!