More and more consumers are shopping online. By 2022, their spending on the Internet will reach 147 billion euros. For companies, it's important to have a solid online presence and to drive users to their website.
That 's where drive-to-web comes in. We explain everything.
What is drive-to-web ?
drive-to-web is the opposite of the drive-to-store marketing strategy. As a reminder, its aim is toattract consumers to a physical store or store, through digital levers. A drive-to-store strategy consists of using different marketing channels to encourage consumers to visit a company's website in order to :
- Make a purchase or register ;
- Obtain additional information about a product/service.
This usually happens after an initial contact at a physical point of sale, or after seeing an advertisement online, on social networks, in a print magazine or on television (TV spot). This strategy is often used to generate traffic to a website, increase brand awareness and thus stimulate online sales.
There are different versions of drive-to-web:
- Drive-to-app: the aim is to encourage consumers to download a mobile application or promote its launch.
- Drive-to-call: make as many calls as possible to a highlighted phone number.
- Drive-to-social: growing the size of an online community.
Good to know: What are the arrival channels on a website?
Channels can be classified into three categories:
- Natural or organic traffic: direct requests from the address bar or a search engine, SEO, SEA ;
- Paid marketing levers: arrival from a social network, a display or retargeting campaign, an affiliation platform, a blog, an external newsletter, etc;
- Prospect or Customer Relationship Management (PRM - CRM): arrivals from an email or SMS campaign.
Why implement a drive-to-web strategy?
- Quick to set up ;
- A powerful way to engage prospects and customers;
- An inexpensive solution to deploy. For example, the cost of an SMS marketing message is no more than a few cents. It comes to less than a hundred euros for 1,000 SMS messages.
The different techniques for directing consumers to a website
Email campaigns
Emailing is an effective communication channel for informing customers about promotions, new products or services, or for sending regular newsletters. To encourage consumers to buy online, you can send promotional e-mails with links to your website.
And to boost your performance tenfold, build your emailing strategy around three pillars.
A Prospect Relationship strategy Management (PRM)
The aim is to turn prospects into real customers. In the prospecting phase, the e-mail should provide the prospect with as much information as possible, without forcing his or her hand. The aim? To gently establish a relationship of trust.
Performance e-mailing solutions, like the one offered by Dataventure
Distribute your campaigns on Dataventure's exclusive opt-in databases. The experts at Dataventure manage the tracking and delivery of leads according to your needs.
To master your acquisition model in its entirety, we use a variety of business models: CPC CPL , CPM, CPV, CPCL or hybrid. Finally, because the aesthetics and design of e-mails are crucial, we place our creative studio at your disposal. It designs, integrates and hosts the visuals for your e-mailing campaign.
Optin-ization
If well thought-out, an email campaign can benefit your brand on several levels. For example, driving traffic to your site, but also maximizing the number of subscriptions to your newsletter to nurture a relationship with your prospects until they become customers.
Among the best practices to adopt for your email campaigns, we find :
- Organizing your e-mail structure ;
- Take care of the sender's name, the subject line and the preview text;
- Don't neglect the footer;
- Add call-to-actions ;
- Use A/B testing to boost email campaign performance;
- Find the right distribution rhythm to generate expectation among your targets.
SMS marketing
SMS is also a fast and effective way of communicating with customers and encouraging them to perform an action, such as visiting a website. You can send push notifications about current or upcoming promotions on your online store. Remember to include links to your website in SMS messages, to make it easier for customers to navigate around your site.
Dataventure offers an SMS marketing solution (drive-to-web) designed to drive traffic to your website. Targeting is carried out on a national scale, based on socio-demographic and behavioral segmentation data.
Find out more about this customer acquisition strategy using enriched SMS:
- E-commerce stores ;
- Online services ;
- Recruitment ;
- Charity.
RCS (Rich Communication Services)
RCS is a new messaging technology that enables companies to send rich, interactive and personalized messages to their customers. Unlike traditional SMS messages, RCS messages can include images, call-to-action buttons, videos, maps and much more.
This technology can be used to direct consumers to a website by including a clickable link in the message. RCS helps you to improve your knowledge of prospects and customers, and increase their commitment by encouraging them to visit your website or point of sale.
Social networking
As part of your drive-to-web strategy, you can use social networks to promote your products. The aim? Redirect consumers to your website for purchase.
We give you 4 tips to attract more users to your online store or showcase site.
- Create a strong relationship with your subscribers
This will drive them to want to know more about your brand, products or services. If your subscribers feel connected to your company and trust your brand, they'll be more likely to trust your products or services and make a purchase from your website.
- Choose your call-to-action (CTA) carefully
They are used to prompt users to perform a specific action. For example, to request a quote or order a product. CTAs need to be clearly identifiable and attractive to encourage users to click on them.
It's important to choose CTAs that match the objectives of your drive-to-web strategy and the expectations of your audience. If your objective is to sell products, a CTA such as "Add to cart" or "Buy now" would be more appropriate. If you want to collect information about your potential customers, a CTA such as "Download our guide" or "Subscribe to our newsletter" would be more appropriate.
- Include as many links to your website as possible in your social media posts
Your subscribers will want to visit it to find the information they need. Links to your website should be relevant and provide added value for your subscribers. If your posts on social networks are interesting and useful, users will be more inclined to click on the links and visit your website. By offering additional information on your website, you increase the chances of turning visitors into potential customers.
- Offer your audience engaging, original and, above all, shareable content
Above all, your publications should position you as an expert in your industry. On a daily basis, be sure to diversify your content. Don't hesitate to harness the power of user-generated content (UGC).
Online advertising
Here, the idea is to broadcast targeted ads online. The aim? Attract consumers to your website. An effective solution for generating visits quickly, while reaching a large audience.
The best-known online advertising tool is undoubtedly Google Ads. It allows you to create online ads, redirecting users to your website, for :
- Increase online sales;
- Boost the number of bookings;
- Maximize registrations.
With Google Ads, you can set a budget tailored to your brand.
Another powerful lever is display advertising. This advertising format brings together different types of online advertising. The principle is simple: you display your ad on third-party platforms or sites. In 2022, 22,585 advertisers took advantage of display advertising, placing it ahead of paid search, paid social and digital audio.
Loyalty programs
You encourage consumers to visit your website by offering them rewards. This is where mobile wallets come in handy. By sending notifications to your cell phone, they let you know about current or upcoming promotions on your online store.
Exclusive online offers
Another way to drive traffic to your site is to propose special offers for online purchases. These can take a variety of forms:
- Promo codes ;
- Discount vouchers ;
- Gifts ;
- Discounts ;
- Coupons.
Paid search engines (SEA)
Position yourself on search engines by running paid ads. The goal? Bring as many consumers as possible to your website or online store.
Search engine optimization (SEO)
Take advantage of search engine optimization (SEO) techniques to improve your ranking in the results. Encourage consumers to visit your website by boosting your visibility.
- 1 in 5 visits is paid, regardless of advertising messages.
To evaluate TV's effectiveness on digital, various indicators are used: number of visits, number of downloads, cumulative sales, sales per spot, etc. It is also possible to look at the impact on the average basket, number of orders or number of buyers. It is also possible to look at the impact on the average basket, the number of orders or the number of buyers.
TV is a true acquisition channel. At sometimes the same cost, it can offer a higher reach than digital. Whereas the two channels used to be separated, they are now more closely linked than ever.
drive-to-web is a crucial strategy for companies wishing to attract consumers to their website. The offline and online levers used encourage them to make online purchases or become more involved with the brand.
To help you implement your strategy drive-to-web, contact an expert Dataventure.
