For a prospect to become a customer , the company must first be clearly visible . And as we are in the digital age , the means of visibility par excellence is the web .

classic prospecting techniques are less and less effective. The future of marketing now lies in online prospecting . B2B and B2C marketing . However, given the competition , each entity must develop a solid strategy to have more customers.

Work on your SEO

Being in first position on Google for each query is the goal of any company with a website. But to achieve this objective, you must work well on your natural SEO .

Since natural referencing consists of creating content optimized for search engines such as Google, it has many criteria to respect. You must therefore take this into account if you want results relevant to your query. However, just like the behavior of Internet users, Google's criteria also evolve.

So, here are some points to improve not only about keywords with a rich semantic field, but also about technical details:

• SSL certificate (https instead of http),
• Page loading time,
• Mobile version available,
• Local SEO with Google my business (GMB).

Aside from rich, optimized content with good keywords, quickly address the aforementioned details to improve your SEO. https sites . Which means that yours cannot be visible as long as it is http . Also check the loading time of your pages and compress images if necessary.

Finally, create a mobile version of your site to please Google if you haven't already done so. The local GMB is an asset for referencing, but also for reputation. If you are a 5-star company , it is certain that Google will display you more in first position.

Optimize your content and work on conversion

Know that the content is either text, video or infographics and that each prospect may have a preferred type of content. Yours can therefore be optimized if it is adapted to your target.

Furthermore, an Internet user may come across your content. In this case, the ideal would be for him to see your next publications and then become a prospect. This explains the benefit of working on conversion in your content. You must convince the cybernaut to carry out a specific action such as:

• a subscription (newsletter, YouTube channel, Facebook page, etc.),
• a download (white paper, menu, map, etc.),
• registering for an offer.

All this to say that you need to take care of your Call-to-action . To the extent that an Internet user performs one of the actions above, they will be a prospect and will see your content more frequently.

For example, blog texts are the most common for prospecting. Firstly, they must be well referenced to be visible. The structure of your texts must follow a logic to highlight the CTA. To do this, you can use the inverted pyramid technique. It is a recognized technique for encouraging Internet users to take an action.

Be present where customers are

Your company's future customers are online, yes, but where exactly? The answer is obvious, on social networks. Nearly 4 billion people (51%) are active social media users.

With this impressive figure, this is an opportunity not to be missed. It's crazy, but many Internet users are starting to search social networks for consumable products. So, on which social network should you be present and take action?

You must choose the most popular ones namely Facebook, Instagram, Twitter. You must also take into account your targets, your products and your services. For B2B prospecting, for example, LinkedIn is the appropriate social network. When it comes to fashion and luxury items, Instagram and Pinterest seem the most promising. However, as Facebook is the number 1 social network in Europe and in the world, it is useless to be present on all social networks.

Present your products to your future customers and stay in constant contact with them. Internet users always appreciate new content so don't hesitate to liven up your page or account further. Social networks offer both the opportunity to be seen, but also to build a reputation with prospects.

Promote your site using social networks

With the right techniques, you can use the social networks you are present on to generate leads to your site. You must redirect your subscribers to content on your site.

To do this, putting your site address on an account profile is not enough. The most common technique, but which still works very well, is blogs. It is very simple ! You share the link that leads to an article on your website. You will easily find plugins to install on your site to facilitate this action. From time to time, depending on your strategy, you can also put a link that leads directly to a product or a description of your service. It's all about the call to action.

Attention ! The page to which you refer the Internet user must be of high quality and quick to load. Also note that more than 90% of people active on social networks use mobile devices. This is why having a mobile version for your website is necessary.

The key to your online visibility is to have a responsive website with quality content. Think SEO when you write texts. Also take care of your CTA, because it ensures the success of an inbound marketing strategy. Social networks are your best allies to be present where your future customers are.