What are the essential elements to create an SEO strategy?

This article opens questions about digital trends such as voice search or chatbots, which will continue to affect SEO and corporate SEO strategies in the future.

It is divided into three parts (user experience, onsite and offsite), which highlight each important component of SEO:

UX (or user experience) and the importance of emotions: from RankBrain to web design

ONSITE and the importance of useful content : from rich content to mobile content

OFFSITE with a look at geolocation : from security to local searches

For future strategies, the focus is on the three points that cross the three important components of SEO:

Featured snippets : creating “snippet baits”

Structured data : Schema markup

Mobile SEO : fast loading time

Featured snippets: What is it?

  • Google has found a simple, visual way to respond to users’ queries. He selects excerpts from articles in the web content he deems relevant. Extracts are displayed at the top of the Google search results (in “zero position”), with a link to the page, the page title and the URL (source: Search Engine Watch). 
  • The feature has been tested in the United States since 2014 and introduced by Google in Europe in 2016.
  • To create the relevant content you have to refine the target, redefine the personas and bend to the game of questions and answers.

What are the types of featured snippets?

  • Featured snippets type “paragraph” is the most common. “Paragraphs” respond to the query as, for example, “inbound marketing definition” by giving a definition, or giving an explanation for the query as “why is the sky blue”.
  • Featured snippets of type “list”; numbered or bulleted.
    • Numbered. They respond to the request by giving instructions in a list of steps. 
      • Here are some examples: “how to do”, “how to drive”.
    • At inches. They respond to the request by giving a list.
      • Here are some examples: a list of ingredients to make pancakes, a list of “best of”, a list of “flu symptoms”.
  • Featured snippets of the “tableau” type.

What is a “snippet bait”?

  • It is a 40 to 60 word content block specially designed to be classified in the Snippet spot (source: Backlinko).

How to create a “snippet bait”?

  • Create content that answers a specific question.
  • Use the H2 or H3 subheaders for each item in your list to create a list extract.

B) Structured data: Schema markup

Structured data: what is it  ?

  • Structured data refers to information that is framed by specific tags that allow search engine robots to interpret it in such a way as to properly categorize your content in the results pages.
  • There are several formats for structuring your data, the main one being the “schema.org” format, by far the most used by websites.
  • But beyond the data tagging, the implementation of “rich snippets” can significantly improve the quality of your SEO and take a step ahead of your competitors.

Why is structured data important in SEO?

  • By standardizing your data as structured data, you enable search engines to fully understand the nature of the elements described, thereby improving your positioning in the SERPs.
  • By adding structured data to your content, search engines can more easily identify the queries for which your content is suitable.
  • Your structured data can make your content appear in Google snippets.

How to implement structured data?

  • Search engines are constantly striving to improve the user experience (UX), which is why they encourage web sites to use structured data to provide ever more accurate search results and specific features to the search engine. content displayed.
  • To facilitate the implementation of snippets, you must not only structure your data using tags (tags h1, h2, etc.) and use a coherent semantic field (keywords, long tail keywords …), but also put in place microdata (HTML5 tags) that will specify the nature of the data on the page and allow Google to transform this data into rich snippets or featured snippets.
  • Nature of different “rich snippets”:
    • “Rich results”: style, images and other visual enhancements.”Rich cards”: geographical position of a site (designed for mobile use).”Enriched search results”: interactive or immersive features.”Knowledge Graphs”: graphic information about a brand, a product …Other: carousels, breadcamps (source: Moz )

Example of a “knowledge graph” on the right

C) Mobile SEO: fast loading time

Mobile SEO: Why AMP and PWA are important?

  • Accelerated Mobile Pages (AMP) and Progressive Web Apps, are the keywords to make your site more mobile. The user stays longer on your site if: 
    • The page loads quickly.
    • The content is suitable for users. 

Progressive Web Apps: what is it?

  • A progressive web app (PWA) is a mobile application (or mobile website) directly accessible from a browser through HTML5 and which can, after authorization, use the features of the smartphone.
  • Google has implemented a list of controls establishing a rating via the built-in Lighthouse tool in the chrome browser that automatically verifies compliance with the features (source: Wikipedia)

What do PWAs bring to SEO?

  • PWAs load faster.
    • Progressive web applications launch directly from a web browser, they do not need to be downloaded to AppStore or PlayStore. They open faster than a native application
  • They are much better indexed than native applications.
    • As long as you use the App Indexing and look after the URL of your application, you have every chance that bots suck efficiently all your content and reference your PWA exactly like a web page.
  • They offer a better user experience.
    • In addition to having responsive design pages such as native applications, PWAs can be used offline, which makes the user experience even more enjoyable as the user can receive push notifications to return to the site. later application, both online and offline. (source: JDN)

1) The importance of RankBrain: CRT & Dwell time

What is RankBrain?

  • RankBrain is part of Google’s positioning algorithm that analyzes what users are clicking on and whether or not they are satisfied with what’s behind the link. This positioning criterion is an artificial intelligence system that has been known since 2015.
  • RankBrain aspires to guess the reason behind a query and positions a page in the search results based. To do this, he is concerned about which words or phrases have similar meanings but also the dwell time and the natural CTR rate of the page visited (source: Backlinko).
  • The CTR is the ratio of the number of clicks on a link in the serps to the total number of impressions of the site page.
  • The dwell time is the time spent on a page.

Why is RankBrain important today?

  • RankBrain is important because he is able to learn. This means that he continues to form an opinion on your site based on the behavior of the user. It is a tool used by Google to link the quality of site content and the quality of links it offers in the serps.
  • Imagine, you’re a Google search engine, looking to provide users with the information they need, as quickly as possible. It would be interesting to develop a tool that knows how to combine factors such as the bounce rate of a page, the location of the user, the use of keywords, pogosticking , conversion rates, etc. to understand the will of the user.
  • Google now uses RankBrain for all its queries.

How to improve your RankBrain?

  • Use your Google Search Console to know your average position and your CTR. You will learn where to decrease your bounce rate (source: Moz ).
  • Specify the type of content you want to provide for a particular user’s need and create your content by building your reputation in parallel.
  • Work on context and keyword concepts rather than one keyword per page.

2) AMP, loading speed

What is AMP?

  • AMP is the acronym for an open source project “Accelerated Mobile Pages” initiated by Google and its partners to improve the performance of mobile web content. The AMP format is composed of three parts:
  • the first one: AMP Html
  • the second: AMP js library
  • the third: AMP CDN / cache

These three parts allow faster loading and improve accessibility to crawlers.

AMP symbol in the serps (mobile)

Why is it important for SEO?

  • This goes up to doubling the loading speed of the content and it can be crawled.
  • Speed ​​reduces the bounce rate.
  • Conversions are more important because of fast loading content.
  • Pages are indexed faster.

How to create an AMP page?

  • Create your AMP HTML page
  • Add an image
  • Change the presentation
  • View the result and validate
  • Prepare your page for discovery and distribution.

3) Chatbots; personal assistants

What are chatbots?

  • Chatbots are personal assistants of artificial intelligence. These bots make it easy to communicate with customers and give them the information they need 24/7 at any time.
  • They are integrated on platforms like instant messaging applications (chatbots on Facebook), or business application.

What are the important chatbots for SEO?

  • SEO is concerned with helping Internet users find the right answers as quickly as possible. Chatbots improve conversions, dwell time and help guide the user’s course toward the desired result (source: Jodynimetz ).
  • We use data recovered from chatbots to create a global SEO strategy.
  • The number of companies using chatbots is increasing. You find there for example: Ikea, Sephora, SNCF and Trusk.

4) Humanize digital interactions: emotions and reassurance

Why play on emotions?

  • Humanizing the digital experience is the tendency to create positive emotions around the digital environment (a product, a website, content, etc.) through the use of colors, messages, faces, etc. The goal is to make digital interaction satisfy basic human needs, such as (source: Adobe ):
  • Trust
  • Transparency
  • Security

How does the humanization of content and design help SEO?

  • This allows to increase the activity of the user, the dwell time, the commitment (source: SEO Hacker ). It usually takes 3 to 5 seconds for a human to form an opinion. This is why it is necessary to present the conveyed message in the most effective way possible.

5) Minimalist operation: the use of essential elements for the functioning

What is minimalist operation?

  • It’s a trend, when you create a structure, a design, which is to allow the user to focus on the desired content. This involves removing all nonessential elements from the site. Elements related to minimalist operation are (source: Adobe):
  • Distinct visual hierarchy: facilitates understanding of the content.
  • Whitespace: further aerate the content.
  • Clear navigation: easy to navigate.
  • Linear design: give an action to the user by step of his course.
  • Anticipatory design: seek to anticipate the future needs of the user so that it is the least complicated possible.
Whitespace on the Something Splendid website

Why is it important for SEO?

  • It gives your site a clear and guided navigation
  • This increases the dwell time and facilitates conversions.

6) Keywords LSI (latent semantic indexing)

What are the keywords LSI?

  • LSI keywords are words and phrases that describe the theme or context of your page. They are linked to your primary keywords semantically and sentimentally. Let’s say you wrote a 2000 word article about museums in London. Your LSI keywords could be:
  • Free Museums in London
  • Museum Maps in London
  • Must see museums London
  • Best Museums in London
  • London Exhibitions

How to find your LSI keywords?

  • Use the keyword planner
  • Use LSI graph , a keyword generator, to build an improved list of keywords and get new ideas for content.

7) The long train: searches or voice commands

What is the long train?

  • Long-tail keywords are relevant phrases, usually covering three or more words.

How is the long train important?

  • These are specific keywords, which means we have less volume and competition on Google. These are great opportunities to position yourself with specific products or queries. You can beat the competition on specific products without having a big budget.
  • On the other hand, the long tail is important for screenless queries, such as voice search, which continues to grow in importance: “1 out of 5 searches already comes from voice searches” (source: Search Engine Watch )
  • While searching for the information they need, users use complete sentences.

8) Rich content

What is rich content?

  • It is informative content, which covers a topic in depth and in detail.

How to create rich content?

  • Choose a topic and create a well-argued article of over 2000 words. Cover everything a search engine user wants to know about the subject by following these tips (source: Quick Sprout ):
  • Create your frame
  • Quote your sources
  • Make a rough draft
  • Cut out the work
  • Define your main axes
  • Edit as you wish

Why rich content, is it important for SEO?

  • Comprehensive articles are increasingly interesting to Google because they offer quality content, useful information grouped together on one page.

9) Featured snippet: lists, tables, charts

Why are snippets important?

  • They can allow you to appear in position 0, a position in the Google answer box. It’s a sort of featured enhanced snippet, a snippet that answers a question (source: Search Engine Watch ).
  • To appear in position 0 is important since it makes it possible to increase the CTR provided to put the information arousing the desire to click on the link to find out more.

How to appear in position 0?

  • Create content that will serve as a quick answer, but do not give all the information.
  • Structure the sentence around “why? What? ” or how ? ».
  • Create lists, tables, and charts for featured snippets.
  • Optimize snippets for voice search with natural language and long tail.

10) Consistency between mobile content and PC

Why is mobile content important?

  • According to Backlinko, once Google goes mobile-first, they will consider the mobile version of your page as the first version. The content that was hidden on your mobile page will disappear from Google.
  • Users will not stay on your site if they are struggling to use it on their phones.
  • To help the user to easily find local information.

How to know if your site has a good mobile version?

How to create a mobile content strategy?

  • PCs are not replaced by phones, but users are using their phones in new ways. When creating a mobile content strategy, it’s a good idea to keep in mind the crucial moments of the mobile user such as:
  • I want to know ⇒ type of intention: the user searches for information
  • I want to go ⇒ type of intention: the user searches for information
  • I want to do ⇒ kind of intention: the transaction; the user searches for a product or a service
  • I want to buy ⇒ type of intention: the transaction; the user searches for a product or service (source: Search Engine Land , Game of SEO )

11) Audio and visual storytelling

What is audio and visual storytelling?

  • Storytelling is about explaining a concept through stories. Visual stories, especially audio-visual ones, are fundamental to clearly explaining the idea of ​​a page or website in the quickest, most adaptable and understandable way.
  • The type of stories that can be used in SEO are Who am I? and values ​​in action.

Why is visual and audiovisual storytelling important for SEO?

  • For visual research (computer graphics, etc.)
  • For your speech.
  • To share videos Videos are the # 1 content on the Net, especially 360 ° shots, which according to one study have a click rate that is much higher than traditional videos.

12) Security: https protocol

Is the security protocol normative in 2018?

  • 50% of the sites using the https are on the top positions.
  • They are a priority for Google because of the increased security they offer.
  • This is particularly important for e-commerce sites since web browsers display security warnings for those who do not have https, which does not put the user in trust for his purchase:
Symbols: secure and unsecured

What does it mean to be SSL certified?

  • You have purchased an SSL certificate to switch to https.
  • You have installed the certificate on your site to have a safer and more reliable site.

13) Branding

Why is branding important?

  • In 2018, companies will take steps to work more on the presence of their brand (source: Sempo). Their products being visible in the desired contexts, they are more likely to increase their number of visits.
  • This opens up partnership opportunities in a certain niche.

How to build your brand with content?

  • Create positive content related to your brand:
  • Connect user needs to your brand and product.
  • Create stories related to products.
  • Choose the semantic niche that will be your priority.

14) Influencers

What are influencers?

  • They are specialists in their field who share their knowledge with the public.

Why are they important for SEO?

  • They are important because they can share the content you have created and help you gain visibility and user engagement, provided you offer quality content (Source: Dago Referencing) Why videos are important?
  • Video is the first type of content in terms of engagement (comments, reactions, sharing).

15) Social factors: social networks

Why is online popularity important for SEO?

  • In France, we spend 1h20 per day on social networks (source: Blog Moderator).
  • Social networks are used instead of search engines for queries. Content can be created specifically for your social network (source: Keacrea).
  • You can earn backlinks through social networks.
  • Google has access to real tweets that are present in the serps (source: Search Engine Watch).

16) Content to share and download

Why is content to share important?

  • To build links. Win in importance by visual content.
  • What kind of content can we create for the purpose of sharing?
  • Connected and interdependent content such as:
  • Legitimate content : content that shows that you understand the issues of users and demonstrates credibility in the solutions you bring.
  • Useful content : practical content such as case studies, user guides, information.

17) Local Search: Mobile Search

What is local SEO?

  • It’s about adapting your content to find you in local searches.

Why is local SEO gaining importance?

  • A third of searches are local, 85% of mobile users enter local queries (Source: AntheDesign, Fevad).
  • Mobile users are calling to find local businesses (source: Higher Visibility).

How to optimize your content for local SEO?

  • Create a Google my Business.
  • Make sure your contact information is consistent across the website.
  • Take into account the geographical location of your premises when you do linkbuilding or develop your brand.


Between evolution and continuity, Google’s algorithm gives the tempo. To follow the movement and succeed in positioning well you will need:

Emphasize quality content: think about the featured snippets to increase the click rate.

Structuring your data to have quality content that is fun to read for Google and the user.

Think user first: quality content, loading speed, semantics at the to

It is a long post so if you don’t want to read just watch this video.

SEO For Beginners: 3

Powerful SEO Tips

How to find your first customers on the internet?

To find your first customers on the internet, you need to know the right internet marketing strategies. Indeed, the internet is today the tool par excellence to sell its products and services. In this article, discover the techniques to find your first customers on the internet and sell your goods and services.

Having customers is the desire of any marketer to sell his products and services. However, to find your first customers, several criteria are required. Indeed, the customer potential must be convinced and reassured of the quality of your service before putting your hand in the pocket. On this, your product or service must first respond to a need, a problem, a frustration experienced by your potential customers. First of all, do you put yourself in the customers’ shoes and ask yourself: “If I were presented with such a product or service, would I have bought it? If the answer is no, then your product or service is not yet likely to attract customers. You will still have to work on things that do not fit. But beware,

Find your first customers on the internet is to define a market price

The price at which you will offer your products is not defined at random. You must take into account the price on the market in case the product or service you offer is already on the market. Otherwise, it is important to set a reasonable price because you always have in mind the criterion quality and price of your product or service. Know that if your benefits are satisfying the frustrations of the first customers, the rest will come without you having to make more effort. And in the same way, the opposite phenomenon will occur when they do not find satisfaction.

Finding your first clients on the internet means defining good relationship strategies

The relationship you have with your first customers is useful if you want to have one hundred thousand clients or even more. Everyone looks for security wherever they go. That being so, the customer will be ready to buy your product or service as long as he feels respected and secure. Now imagine that one of your clients is coming to you in a tense atmosphere. The obvious is that it will spend less time than expected or will leave. Relationships with your customers are therefore a determining factor in expanding your customer portfolio.

Types of customers on the internet

Having an idea about the type of customers is also a very important criterion not to neglect in the search for its first customers. The customers are different from each other and you must know it to be able to handle the situation in case one day you have to deal with a difficult customer. Here is a set of typical customers that you can meet.

The nice customer

The majority of those who buy your products or services are friendly, kind and patient customers. They appreciate your benefits and congratulate you for the work. They forgive you even the small mistakes you make. It is this client who will receive the best service because he will appreciate it and will encourage you to give the best of yourself. However, do not take it for granted and only spend time dealing with problematic clients. He is your best customer and deserves to be treated and considered as such. Show him that you are also happy to see him again and he will come back often.

The customer in a hurry

The rushed customer wants everything and immediately, he does not want to waste time waiting for anything. You can notice it, he is impatient and wants to be served in record time. And you have to show him that you are there for him. Do your best to serve it as soon as possible.

However, the mistake not to commit when faced with such a customer is to become as stressed as him, otherwise you will affect the quality of your service.

The undecided client

The undecided customer often does not know what he wants and sometimes asks too many questions. It is therefore up to you to guide your choice. And again, do not make the mistake of offering several products or services at the risk of making it more difficult to choose. Propose a product or service by telling them what it is and wait for a “yes” or “no”. If it is satisfied it is perfect, if not continue with the same process by offering another service or product.

The discreet customer

This type of client does not dare ask too much questions and will always agree with everything you tell him. It is this kind of customer who could be served at the restaurant an infamous dish and who would be satisfied. However, he is much less embarrassed when it comes to telling his friends that and that’s where he makes you a bad name. Put him in trust and prove to him that you are his equal and that he can be honest with you. Ask him for his opinion by showing that he counts for you to tell the truth. Note that these clients are often difficult to spot.

The angry customer

This kind of customer is frustrated and does not hesitate to complain and insult you. Whatever your effort to serve him, it will never be enough for him. So avoid getting into his game and get angry too. Keep calm and start to understand and clarify the problem with him. When you identify the source of frustration, demonstrate that you understand his problem, and that you are trying to find a solution to his problem.

The customer who knows everything

He claims to know how to do your job better than you to the point where you wonder why he is using your services. He keeps criticizing what you do or giving you advice, which can quickly become overwhelming. Make it feel important. And show him later that you have the skills to achieve what he has in mind. If he is always insistent, you can offer him a task in the project to make him feel useful. In addition, make sure you have a good contract to impose your limits and have a method to protect yourself afterwards.

Strategies to find your first clients on the internet

Selling your product or service is synonymous with having a customer who will buy it. But finding this customer can be a real problem especially when you do not know too much. It is therefore necessary to put in place techniques to find customers able to buy your products or services. Here are the good strategies to use to find your first customers on the internet.


The survey technique comes before the creation of your product. And you have to create products or services for your customers and not for you. That said, if your services do not interest potential customers, know that whatever the sales technique used, you will not be able to sell your products or services to a large number of people. The interest of surveys is to ask potential customers about the quality of the service or product they would like to have. Through surveys, you can make sure you know:

  • Your customers ;
  • Their aspirations;
  • The benefits they wish to have.

At the same time, surveys integrate several important parameters in the search for your first clients. These include formulating questions about the goals of your potential customers and what prevents them from achieving those goals. Then come the demographic statistics of your clients, that is to say their age, their sex, and their socio-professional category.

Create the avatar of your prospects 

Once the phase of the surveys is validated, then comes the moment to get an idea of ​​those who could become your real customers. In fact, the analysis of your clients ‘profiles involves demographic data and general knowledge of your clients’ desires as well as their frustrations.

These answers will be used to build the avatar of your prospects. The interest of creating an avatar is to help him with your services, by sending him an email during your super launch.

The creation of an avatar is to inspire you with the answers collected during your survey by answering the following questions:

  • What is the primary need of it?
  • What is his deepest need?

Then write down what your prospect would write and write a word that corresponds to his deepest need. In addition, identify his level of study, his age, his socio-professional category. All this information will allow you to define the profile of your avatar.

Buy traffic on networks with a symbolic investment

Networks have great potential in terms of advertising for companies that want to communicate widely about their products or services. Facebook is the premier platform for successful advertising campaigns. The advantage of social networks is that they are accessible to all (or almost) and allow true control of your budget.

Principle of Facebook advertising

In addition, it is important to know the operating principle of Facebook advertising. The principle is to show ads in the feed of publications of your contacts or in the right column of Facebook when the user is online and invite him to like a page, to discover the site of a company or ‘a product.

Advertising campaigns can take various forms:

  • Apparent advertisements in the right column of the social network, with a larger format since April 2014 and the integration of an image (maximum size 1200 x 627);
  • Promoted advertisements apparent in the user’s news feed and redirected in the fan-page;
  • Advertising videos lasting 15 seconds in the user’s timeline. They launch automatically without sound as soon as they appear on the screen and go full screen with the sound activated when the user clicks on the advertisement.

Writing of advertising

Facebook ads should be as short as possible. It is recommended not to exceed 25 characters. As for advertising messages, they must not exceed 135 characters, which is less than an SMS. It must be precise in his speech because it is impossible to say everything. The message must be motivating and convincing to attract the user because he is already asked by the news feed of his friends. When it comes to image, choose an image that accurately represents your company or product or service.

Pay per click or display

Facebook offers two payment methods for advertising: either click (CPC: Cost Per Click) or display (CPM: Cost Per Thousand impressions).

  • Pay on click

The investment starts from $ 1 for your advertising. Just like Google Adwords, you pay for service by click. Concretely Facebook charges the advertiser each time a user clicks on the advertisement. The system is therefore paid for performance. Advertisers set a maximum budget per day, and once the number of clicks for the budget is spent, advertising stops showing.

  • Compensation on display

For this other form of remuneration, Facebook offers the possibility of fixed price. Here, the advertiser is not charged per click, but the number of display of his advertising. The advertiser must pay for at least 1000 displays of his advertising.

Target your advertising

The cost of advertising depends primarily on the target you are targeting. Indeed, Facebook allows to filter the display of advertising to better target the recipients of the advertising. It is possible to define the target profiles according to:

  • Age;
  • Sex;
  • The birthday,
  • Country of origin ;
  • The type of job;
  • Training ;
  • The love situation;
  • Language ;
  • Contacts sought.

Share free content on social networks

The main advantage of social networks is free. Even though this strategy requires your presence on a regular basis, the stakes are worth it.

Depending on your job, you choose your social network: no need to disperse. The most used social networks for business are: Facebook, LinkedIn, Instagram and Pinterest.

Social networks will allow you to collect the opinions of your subscribers on your services or products and they can be shared. And so, you will be able to identify the qualities and defects inherent in your benefits for improvement.

Develop partnerships with leaders in your field of activity

Partnerships play a role of first choice in the research process of your first customers on the internet. Even if it happens that we sometimes neglect their power. Concretely, it’s about creating partnerships with leading companies in your field of activity. Indeed, they can put you in touch with their customers and showcase your products or services. So, in a short time, you can see your customer portfolio go from zero to hundreds or even thousands.

Note however that not all companies will be ready to assist you and it is up to you to know how to handle such situations.

In the end, succeeding on the internet depends on several complementary criteria. The main criterion is finding your first customers based on marketing strategies. Without customers, you will not be able to sell your products or offer your services.

Bonus Video:

Determine that you will bring “the best value possible” at the beginning, and determine to follow a path of ever-improving value, and you will have dazzled customers.

Dazzled customers are still real people, with real lives, that you are really just one part of, and they are very busy, and… and… and… All very real and valid facts. Being dazzling at what you do “paves the way” beautifully. Then, you are able to remove the hindrances people have to giving you an introduction (referral).

Unfortunately, removing barriers is not the same as motivating action. You cleared the land, but where is the house? You build the house by asking for the introduction. Ask. Wow, so simple. And, do two things in that process:

1. Remove the hurdles by reminding them that they never felt pressured to buy, and that they have been continually dazzled at every step of the way.

2. Motivate them to act by letting them know your business is built entirely on dazzled customer introductions. If we never lose a customer because of our service, there is still economic change, moving, and death that diminish regular customers. If you do not introduce us to others, we will go out of business, resulting in you losing our amazing service.

Comparison between WordPress, Joomla and Drupal. What is the best CMS?

The question of what is the best CSS platform between WordPress, Joomla and Drupal has been a topic discussed extensively in the discussion forums in recent years.

In this debate on the comparison of CMS (Content Management Systems), each camp is of course convinced that the service it uses is much better than the others!

Content management systems have become very popular. These allow users with no, few, a lot or a lot of web knowledge to create and manage high quality websites. In other words, they have been involved in the emergence of new businesses, the creation of tens of thousands of jobs, phenomenal amounts of new projects, and the unveiling of a whole market related to content management consoles.

Of all the choices offered, WordPress, Joomla and Drupal stood out as currently the most popular. Together they have 71% market share in the CMS sector. It is therefore logical that you have to choose one of these if you want to launch a new website.

It should be noted that we also see the platforms of Wix, Shopify, Squarespace and Weebly take more market share in recent years. 

Which one to choose between WordPress, Drupal and Joomla?

They all do the same thing: they make the creation and management of a website accessible. In addition, they are all  open source  (free software and free use) and use these is almost free (see the reasons for the word “almost” a little further down the article.

What are the criteria to consider in making an informed choice?

In this CMS comparison article, I will provide you with a detailed description for each CMS and their strengths and weaknesses. I will try to compare things like:

  • the cost of a site
  • the ease of use of the platform
  • community support and support
  • the possibilities of personalization
  • the performance
  • Security
  • SEO, and more

This will not solve the debate around these 3 consoles once and for all, but this analysis will help you make an informed decision about which system to use for your next web project. Before starting to compare CMS as such, here are a few more details on these.

Facts and data from the three most popular open source CMSs


WordPress was launched in 2003. Initially, its technology was mainly based on PHP supported by a SQL database. In recent years, as with many other sites on the Internet, JavaScript has become increasingly important. This is particularly the case for projects like Calypso and the publisher Gutenberg.

In the CMS market and website creation software, he is the most important player, holding more than 60.3% of the market share. And this statistic is still growing. WordPress accounts for 33% of all websites worldwide, regardless of whether they have a content management console or not! According to current Internet data, this would translate to about 560 million websites supported by WordPress.

“It’s worth noting that since 2010, WordPress has been the big winner in the growth of content management systems. ”  In second place this year include  Shopify and Squarespace , both of which have seen grow their user base by 40%.


Joomla! was established in 2005 as a division of another CMS, Mambo. Its name comes from Jumla, a Swahili word meaning “all together”. This refers to his definition of an open source project maintained by a volunteer community.

Joomla ranks second in terms of popularity among CMS. Its market share in the CMS sector is 5.3% (unlike the 60% dominance by WordPress) , supporting about 2.9% of all websites. This represents about 58 million websites.

Just like WordPress, Joomla consists of PHP and an SQL database. Its other characteristics are also similar, including the front-end division (the visible part of a website) and back-end (the programming part).


Our third candidate, in this CMS comparison, actually exists for much longer than the other two systems. The first version of Drupal was launched in 2001. Its market share is 3.4% for sites with CMS, or 1.9%, of all websites.

What sets it apart from the other two is the fact that this software is particularly appreciated when creating larger websites.

In addition, Drupal is the most advanced CMS technology level. Its main technology is also based on PHP. It is also open source. On the other hand, where the problem lies in its ease of use.

Source of Statistics: W3Techs.com

Costs and expenses

One of the things to consider when building a website is knowing what it will cost for your project. On this point, the three content management systems are all free to use. Stay vigilant, because creating a website will inevitably cost a lot, even if the basic software is free. Especially at the level of your web hosting service , a  premium theme , and at the level of paid plugins or extensions if it is relevant for the project.


In the case of WordPress, the main additional expenses will concern paid plugins and premium themes. Be aware that you do not have to pay for a premium theme or to get some features. There are thousands of plugins and free themes .

WooCommerce, the WordPress e-commerce solution is also free. This one is in the form of plugin. However, its extensions are often paid. Whether creating a new online payment process, linking to your payment gateway, or handling Canada Post delivery charges and other services, you will have to pay. But it’s the same with the other CMS …

Another factor influencing the price may be the professional support you will need to integrate more complex elements into your site. Due to the popularity of the platform, such services are very accessible and affordable.


The fees for running a Joomla site are similar to those of WordPress. You will have to pay to upgrade to premium models and extensions. Prices are in the same price range as WordPress. Since Joomla is a bit more complex than WordPress, you may need more external professional help and due to market conditions (low supply, high demand) it will be a bit harder to find.


For Drupal too, the cost of a Premium theme is similar to that of the other two platforms. The biggest difference with WordPress is that unless you’re a professional web developer yourself, building a website with Drupal on your own will simply not be possible. You will inevitably have to hire a programmer or an agency.

Ease of use and user-friendliness for beginners

Usability is one of the most important arguments to consider for your choice. This allows those who do not know anything about programming to create (or not) their own website.


The big winner in this category is undoubtedly WordPress. Its ease of use is actually the main reason for its success. The installation is simple and fast: that’s why it’s called installation in 5 minutes .

In addition, several hosting companies (such as SiteGround ) offer one-click installation solutions for WordPress. This is also the case for Joomla and Drupal. It is later, when creating your sections and visuals that it will be complicated exponentially for these two platforms.

The user interface of WordPress, meanwhile, is very simple and intuitive. If you are able to use word processing software like Word, you will be able to create articles and pages on WordPress.

Support Architecture

An advantage of some paid CMS is that they sometimes offer you a technical support if something is wrong. Open source solutions, which by definition do not have a sole proprietorship, do not offer this kind of customer service. For this reason, they must offer other support structures.

One of the real benefits of WordPress is that you are part of the largest online community. Thus, there are many support solutions such as official support forums and  WordPress Codex . These forums and other documentation are very active given the number of users.

Joomla also has a good support structure. The first stop is the official support portal . You can ask questions and receive technical support. The community is not as big as WordPress, but you can still find it quickly and easily.

For Drupal, if you have questions or technical difficulties, you can get support through  documentation , or through  support forums and user groups . The community is active and welcoming, though smaller than WordPress and Joomla.

Website customization

The ability for users to customize websites via a CMS (and customize the CMS itself) is paramount.


Personalization is another benefit of the WordPress platform. There is almost nothing you can change. Even the built-in options let you change the design and features. From the color of the control panel to the visual model of the site through custom menus, widgets, background images and banner images, etc.

There are about 55,000 plugins and tens of thousands of free visual themes for your site.


Joomla also has a whole world of extensions to add new features to your site. These extensions are of types:

  • Templates – It’s the same as with WordPress themes. The templates apply to the visuals, style and structure of your site.
  • Components – To modify the different parts of the body of the page, and to add their own menus in the back-end of Joomla.
  • Modules – The equivalent of widgets in WordPress. They allow you to add search forms, breadcrumbs, and other page elements.
  • Extensions – These are point features that run under certain conditions, for example to block certain parts of the content.
  • languages

A difference from Joomla unlike WordPress, is that there is no central directory of themes. Instead, users must find their own reliable sources.

As for components, modules and extensions, you can use the official directory . Right now, it has about 8,000 extensions, which can be explored by type, category, compatibility, and more.


Since Drupal is primarily focused on creating more complex and personalized websites, it includes a host of customization options directly integrated into the platform. As a developer, there are very few things you can not customize.

Drupal has more than 40,000 plugins and more than 2,600 themes. Due to the current Drupal code standards, it is guaranteed that these will be compatible with each other. An aspect that is not always true for WordPress and Joomla extensions.

Website performance

The loading time of pages is important for both visitors and search engines. Your site may have the most beautiful design and the richest content, if it does not load in fractions or seconds, many people may simply never consult it.

This is particularly true for mobile devices, especially since they outperformed computers in the number of users. For this reason and many others, performance is a crucial part of any CMS comparison.

On the other hand, it should be considered that the knowledge of the person who will integrate your website (yourself or a specialist in optimizing the speed of a website) will greatly influence the loading time of your pages. In my opinion, the most important point for the speed of loading is therefore not at what platform to choose, but rather knowledge of yourself or your integrator in this area.

Web hosting is not to be neglected! Indeed, your web server can make a huge difference in the speed of loading your pages. It is important then to inform yourself about the good and less good products and services available on the web .


Performance is often cited as one of the weak points of WordPress. It is true that its goal of compatibility with previous versions slows it down a bit in this respect. However, this is one of the reasons for the popularity of the platform. Although WordPress is the least scalable CMS in this list, it can support very complex sites by ensuring a page load of a few seconds. With some plugins and some optimization techniques, your site can load very well in fractions of seconds like WP For Dummies.


Joomla has a good reputation in terms of performance. It already has a feature built into the CMS to enhance the performance of the site. For example, you can enable cache and compression in Gzip from the dashboard. This is also the case with WordPress, but you must have an extension such as WP Rocket to do it.


This last choice seems to be the system that produces the fastest websites. Drupal requires fewer resources and thus requires less server. Support for thousands of pages and visitors is made easier. Drupal is very scalable, hence its popularity among larger websites. It also has extensions that serve to enhance page caching and other things that make sites even faster.

Website security

Did you know? Having an online site automatically means email hacking risk? Unfortunately, spam and hacking are part of our daily reality. Although most of the security is the responsibility of the hosting provider, the CMS you choose should also do its security efforts.


In the past, WordPress has had a bad press about the security of the software. It was sometimes deserved. WordPress has since taken on its responsibilities. For example, all version 3.7 and earlier WordPress sites automatically receive security updates. So, the WordPress base product has never been as safe as it is today. Current security issues are usually related to external extensions and not to the CMS itself. The most important security vulnerability of WordPress is often the user. Some of the main reasons for hacked sites include unsecured connections, plugins that are not updated, and the simplicity of some user passwords.


In terms of security, Joomla also places a large part of the responsibility on the user and the hosting. Like WordPress, the community responds quickly to security vulnerabilities and applies the necessary patches. Also like WordPress, there are extensions allowing you to strengthen the security of your website. The Joomla documentation also provides a security checklist. This covers everything from hosting to configuration to refurbishment if there is a case of piracy.


Security is one of Drupal’s strengths. Once a vulnerability is discovered, it will be announced on the official website and updates will always follow quickly to correct the situation. Like other CMS, Drupal also offers extensions to make sites even safer. Drupal, however, had its share of problems, especially in 2014 when a SQL vulnerability was injected, which resulted in the hacking of many websites. But that’s normal, after all, all software has had its challenges in the past!

Search Engine Optimization

SEO (Search Engine Optimization) is a very important element for many website owners. Search engines are still the most important sources of traffic. Please note that Google does not take into account the CMS that you use as a positioning factor, provided that the content of your site is decipherable by the robots. The ease of taking over the “on-site” part of the SEO (the technical part of SEO that can be modified via your CMS) is therefore to be taken into consideration.

For WordPress, the “on-site” optimization by WordPress is rather good, since from the start, you can modify use custom URLs and have access to some SEO tags. Extensions like Yoast SEO give you all the control you need for SEO. Meta tags, XML sitemap, non-indexing and canonical tags.

SEO with Joomla is a bit more complicated. It includes powerful features like URL rewriting, meta description, title tag optimization, and even the ” noindex  ” and ”  nofollow  ” tags  . It’s more difficult to implement than with WordPress, especially for beginners.

For Drupal, the platform also includes some basic SEO features, but also offers different extensions for more specific enhancements, including an SEO checklist and an XML sitemap module.

Translation and localization

Businesses and websites are part of an international market. They must sometimes attract visitors from different regions, countries and languages ​​across the planet.


In recent years, WordPress has taken a giant leap in localization and translation. Thanks to measures like Global WordPress Translation Day , the platform is now available in a dozen languages. Each user can also choose the original language from their back end – which is ideal when you have multiple users (speaking different languages) working on the same website. 


Like WordPress, Joomla offers extensions allowing users to translate elements of the administration back-end . Joomla also has default features for managing multilingual content, so you can start creating content in another language at any time.


Drupal has been translated into several languages. You will therefore be able to publish your content in your native language as well as in other languages. The ability to translate content is an integral part of Drupal. Unlike the other two open source software, no extension is needed to do it.

Types of website that you can build

As you may have noticed, all the systems presented in this CMS comparison share some features and functionality. It was predictable, since after all they have the same goal: that people can create and manage websites. Each of them has its strengths and corresponds to certain types of website.


Although WordPress is now a content management system that can support all types of websites, its roots remain blogging. For this reason, he perfectly fulfills this part.

If you want to create a blog or make a blog central to your marketing strategy, WordPress will definitely be your best choice. It includes all necessary features, including archived content, taxonomies and comment management. Other CMS in this comparison can be equipped with similar features, but WordPress is definitely a step ahead in this area.

E-commerce is another strength of WordPress. WordPress is about half of the existing online stores on the Web. However, I do not recommend if your online store contains special features and / or thousands of products and product variations to manage. Believe me, we’ve been there! If that’s your need, I’ll go to Shopify or  Magento more .

WordPress is also my first choice for creating relatively simple websites such as a corporate website, a restaurant site, a musician, an online magazine, a creative site, a portfolio, a one-pager, etc. .


Some programmers mention that Joomla is the most suitable CMS to create social networks. But I am unfortunately not an expert on the subject. This CMS includes many features for creating sites with a membership base, such as forums or other participatory sites or online community. It also offers extensions to further expand the possibilities for this kind of web project. With its many models and extensions, Joomla also excels in the e-commerce sector.


As mentioned earlier, Drupal is the most scalable CMS on our list. For this reason, it is the favorite to create larger websites, often dedicated to entrepreneurs who need to develop systems and sites with more complex and specific features. It can also support community platforms with many users, online stores and social networks.

Comparison of CMS – Which one is right for you?

In order to help you in your decision making, let’s quickly summarize what we have seen.

WordPress – Its strengths are in accessibility. Very suitable for all levels of knowledge (beginners to programmer), it allows you to launch your project quickly by yourself. The platform is highly customizable, secure, adapted to mobile and SEO. It ultimately holds the largest community and the largest ecosystem. This is the go-to for creating a blog or relatively simple websites such as: business site, simple online store, restaurant website, musician, an online magazine, creative website, portfolio, one-pager, etc.

Joomla – If you are looking for a solution for creating an online community or e-commerce, Joomla is possibly for you. It is a little harder to master, its community and ecosystem are more limited.

Drupal – If you want to build huge sites with malleable components and limitless customization, Drupal the solution to use. The console offers several options ready for use, and excels performance level. On the other hand, it is definitely not suitable for beginners. For this reason, you will need to have the necessary budget to hire a web programmer.

How to Define Your Internet Strategy?

How to define your Internet strategy? How to define your marketing strategy? How to develop and implement an effective strategy on the Internet? How to take advantage of the potential of the Internet in terms of notoriety and visibility but also lead generation and customers? A corporate marketing strategy that really impacts your revenue requires developing your plan by going through the 5 steps that we will detail in this article.

A successful Internet strategy is an action plan whose purpose is to contribute to the growth objectives of your business.

It is obvious that you can not request an immediate ROI  if you start from 0 on the Internet.

On the other hand, “publish once a day on your Facebook page”, “animate your Twitter account” or “write blog articles” is not a strategy. At best, these are tools or tactics that should serve your strategy.

A web marketing strategy is therefore the declination and extension of your business strategy on the Internet.

We will therefore see how to create a marketing plan with specific objectives and clear actions to implement to obtain results on the Internet.

Define a strategy on the Internet

To contribute to the overall goals of your business, here are the steps to follow:

1. Define the target of your strategy

Not defining a specific target is like shooting in the hope that one of your shells will hit the target.

If you have substantial resources, it will likely cost you a lot. 
If you do not have a budget, you will not reach your target simply.

Targeting is the basis of marketing, we agree. I’m sure you’re saying you’re already targeting your customers.

However, it must be understood that if during your commercial prospection, you have the opportunity to select the profiles that may be interested in your offers (and indeed you immediately have a return if your offers do not stick), on the Internet this are the customers who make their market.

During their purchase process, they will click on your ads, view your articles, visit your sales pages of course. But they will mostly take information before deciding if they want to get in touch with you or take action by buying.

You can not influence this buying path except to anticipate it. This is only possible by knowing your customers very finely.

Example: if you create a general page for your “real estate consulting” offer, if you target all the people interested in this type of advice and your competitor produces a clearly targeted page for young first time buyers using well-received hooks and visuals of a young couple and a model house.

Even if your advice is better, it’s a safe bet that the thirty will choose your competitor.

What it means in terms of targeting: Simply that you can no longer focus on fuzzy targets (“women aged 30 to 50” / “business creators” “CSP +”) to succeed in your strategy on the Internet .

You will need to focus on your “ideal customers” to begin to know your most profitable customers and from whom you bring a lot of value.

How to proceed:
1. Brainstorm to identify who your “ideal client” is 
2. Then, define the “persona” of your ideal client: ie describe its essential characteristics (typology of company, position in the company, personality, behaviors, problems, localization …)

This task at first useless will allow you to roll out the entirety of your strategy according to 1, 2 or 3 key personas of the design of your site to the vocabulary used in your messages, your advertisements, your contents …

Properly targeting your ideal customer helps to focus your efforts, time and budget efficiently.

Example: by writing an article about “how big banks manage their customer relationship”, you will generate more attention from good customers than with content on “Good practice of customer relationship”.

Moreover, you will be more likely to be 1st on Google on this  specific expression than by fighting you in front with your competitors.

2. Define the purpose of your strategy

Be on the Internet, blog, tweet OK, why not.

But for what quantifiable purpose do you want to invest the resources in time and budget of your company?

1. To gain visibility / publicize your business? This is a laudable goal even though the notion of “visibility” is unclear. 
2. Increase your brand awareness around specific values ​​and notions? (proximity, seriousness, innovation ..) 
3. To create traffic / increase the audience of your site? 
4. To collect emails? 
5. To generate leads and customer appointments? 
6. To acquire new customers? Or new members and users for your tool / application? 
7. To improve your service, keep your existing customers loyal, improve satisfaction and retention? 
8. To anticipate crises by preparing the ground well upstream?

Without purpose, “being on the Internet” is a vague, endless task with no chance of success or a way to evaluate what can be improved.

A marketing team can spend a lifetime setting up actions without making tangible their goal action.

How to do it:
1. From the list of potential goals that I have set out 
2. Brainstorm and remember 1 or 2 maximum goals 
3. Write them on a post-it for yourself and share them with your team. 
4. They will guide each of your choices for the future.

Setting clear and shared objectives with your teams will help you to understand your choices when deciding, but also and above all that each euro is spent when it achieves your goals.

– Will you choose a SEO strategy with fruits in the medium and long term? 
– On the contrary, will you favor Internet advertising for a more immediate return on investment? 
– Will you set up a content strategy? 
– Or, on the contrary, a partnership program? 
– Do you focus on the acquisition of emails? 
– Or on the contrary on video and visual to break into social networks?

All of these choices come back to you and depend on the audience you want to reach, but these choices must match the goals you have set for yourself.

3. Define the KPIs of your strategy

KPIs are the “Key Performance Indicators” so the ” Key Performance Indicators “.

In webmarketing, KPIs will essentially be:

1. For a visibility goal: the number of impressions of your ads, the number of views of your articles or posts on a social network and possibly the rate of interaction with the content … 
2. For a goal of notoriety : the same KPIs can apply while qualitative studies can help establish whether your messages are relevant and analyze the changing perception of consumers around your company / brand. 
3. For a traffic objective: the visits of your site or the downloads of your application will be your KPIs even qualitative indicators like the duration of the visit, the time spent, the number of page views …
4. Objective of email collection: the volume of emails collected but also the conversion rates of the collection tools … 
5. For a goal of lead generation and prospects appointments: the volume of interview requests , calls, requests for information but also conversion rates between the number of clicks and the number of actual contacts … 
6. For a customer acquisition objective: the number of customers who have switched to action, the number of sales and possibly the volume of business represented …
7. For an after-sales or loyalty service objective: the number of requests processed, the waiting time before processing, the quality of the after-sales service perception, but also the “churn” of your customers or, on the contrary, the rate of resignature and additional sales. 
8. For a crisis management objective: the absence of crisis or the speed to respond effectively …

Define according to your objective a limited number of actions that will represent for you a success, a “conversion”.

These indicators will allow you to follow the success of your marketing strategy but also to monitor month after month if your actions have an impact or if on the contrary, they need to be cut, optimized or amplified

Your turnover and your margin are of course crucial indicators. However, the settings of your strategy should be based on your KPIs. It’s always good to generate a lot of traffic but if your KPI is the number of sales, then do not change en route when you optimize your Internet strategy.

I end with a quote:

A plan that can not be changed is a bad plan – Publius Syrus, Latin poet 1st century BC

Your strategy will evolve over time, yes. So never stop optimizing.

4. Integrate your strategy into your sales tunnel

How to integrate the actions that you lead on the Internet with your current sales tunnel? How to make your goals on the Internet make sense of your company’s overall strategy?

In short, how will the Internet fit in your business processes to contribute to your strategy and your turnover?

The customer needs to be accompanied during all phases of his purchasing journey: 
– From his first contact with your company / your brand 
– Until the passage to action: conversion, making contact, selling … 
– To renew your purchase (loyalty 
– Finally to the recommendation (when the customer is satisfied enough to talk about your offer to his network)

By targeting your marketing actions specifically on one or more of these steps, you multiply your chances of converting once and converting again throughout the customer’s lifetime.

To integrate the actions of your Internet strategy into your customer recruitment process, you must:

1. Put on paper your current sales tunnel. 
2. Identify the weak links in your tunnel where to put your effort on the Internet. 
3. You will be able to better distribute your resources through your marketing plan.

5. Create your complete sales tunnel

Ideally, you should have a complete tunnel on the Internet including the visibility phase, making contact, sales, loyalty and recommendation.

In this case, you will need to think through the steps you need to get your prospects to turn them into a customer. Generally it will go through: 
– Advertising campaigns and / or content campaigns. 
– Leading to pages (or tools) of email collection. 
– Leading to an email nurturing sequence to educate and evangelize prospects. 
– Returning to an offer page to put them into action. 
– Email processes and sequences designed to increase customer value once the first purchase has been made.

At the end bonus video

Demand must be higher than supply. What causes a business to fail?——bad location, rent too high, lack of quality of services, bad hours of operation, and unpopular products priced too high, customers don’t feel welcomed, owner not willing to put in the time, owner not experienced and knowledgeable about the business, lack of start up money, too cheap to market your business.

Do not let people work for you that you like if they are bad for the business……. Pay yourself first before you hire someone else. Learn to delegate and give employees positions they can be proud of…train your employees well so they know what the company goals are and what kind of vision the owner wants the business to portray. Don’t lose sleep over bad employees. Fire them if they make you hate your job.

Count the inventory and keep it dusted and clean. Put up cameras everywhere and watch them. Move inventory by selling it all every 30 days…Or rearrange store so the inventory looks new. Mark down products to sell and always be bringing in new products.

Don’t let employees use your company to build themselves and leave with the customers by not letting them check them out at the register and don’t let employees hand out their private phone numbers or ask for clients contact information. Only the receptionist can collect that and they can not play favortism.

How to Find Customers in 6 Steps?

How to find customers? What steps to follow to find customers? What is the method to find customers? We will see together the 6 steps to find customers for your business.

The method to find customers

Prospecting clients without strategy is like trying to hit a blindfolded target. Some succeed with their flair or network to attract customers but relying on the only chance is obviously not the best approach to methodically generate a steady, predictable, and exponential flow of customers for your business.

1. We will see first the method to find customers 

2. Then in a second time, the different ways to find customers who are available to you

Step 1: Learn how to select your customers

How to choose your customers? How best to target them? Identifying a specific target is the most potent lever not to disperse your prospecting efforts.

It is indeed always more effective (and cheaper) to touch precisely 5% of a market than to fire mortar on a poorly defined target.

By taking too large a target (e.g. “targeting SMEs with more than 20 employees”), you run the risk: 

1. Not to cover the 1/4 of this target before having already spent your entire budget 

2. To prospect customers who will never be interested in your products and services anyway 

3. To consume unnecessarily human resources and time that could have been invested to conquer your target

The majority of companies tend to work with just about any client, as long as the client is interested in their product or service. A strategy that indeed allows reducing turnover in the short term but also prevents you from looking for the best customers.

Yet, every customer is not equal: try to sell a “management training” to a craftsman. Beyond 200 or 300 euros, you will suffer a refusal when the same training sold to a leader of a consulting firm may be charged 4000 euros.

Why? Because you do not bring the same value to the craftsman and the consultant for whom each day of productivity gained represents 1500 or 2000 euros.

By seizing opportunities when they arise and not selecting your customers:

1. You twist your offers to suit the profile of each client 

2. You do not develop specific products, solutions or methods 

3. Your solutions n ‘ So, 

if the customer chooses you, he will balance your rates before making his decision 

5. You can not charge premium rates 

. your solutions do not appear to be unavoidable 

7. You must find more customers to generate sufficient revenue

8. This time lost due to lack of profitability prevents you from conquering your ideal client

So start by defining your ideal client before going hunting for customers.

Step 2: Define your ideal client

To understand who your perfect customer is, you need to be aware of who your “bad customers” are:

Your “bad customers”:

– Do not perceive the value of your services, services, and products 

– Request more effort, time and budget to generate a sale 

– Do not understand the level of your tariffs and negotiate downwards 

– Need more attention to be satisfied 

– are less profitable (and therefore bring you more customers to maintain your figure) 

– Eat the time left to get your natural customers

Your “ideal customer” on the contrary:

– Understands immediately what your offers can bring 

– Decide faster to take action 

– Allow high returns 

– While quickly extracting much value from your products or expertise 

– Give you time to find new customers

Set aside unprofitable, time-consuming, and stressful customers to focus on the best customers.

Defining your client is the key to an effective prospecting strategy.

List your current customers or the customers you would like to reach: – Which are your most profitable customers? 

– Which do not take months to make their decision? 

– Which customers do not look at your prices but the value you bring them? 

– Which customers are most satisfied with your services or products? 

– What are the conditions for you to deliver the best results with these customers?

On Web marketing Consulting, my ideal client is the head of a communication agency or a B2B consulting firm of at least 10 employees who already have a website as a working base, eager to learn, aware that marketing has evolved and traditional business practices are running out of steam. 

My ideal client must already have clients to make the most of my advice and absorb the cost of coaching. Finally, he must be able to be actively involved in moving his business towards more traffic, more customers, and more turnover.

Clearly identifying your ideal customer only has advantages:

1. You focus your prospecting efforts on the best customers 

2. You can offer solutions and/or products cut to seduce these customers 

3. You can increase your prices because you are more precise in your response to the needs of the client 

4. By charging more, you free valuable time to explore 

5. You are better aware of where your customers are (at home, in a company, on the Internet …) 

6 You avoid unnecessary tasks: sterile customer appointments, no-show quotes, answers to emails, and the phone … 

7. You better control each euro spent

8. You can understand a posteriori what works and does not work to improve your future campaigns

Take 15 minutes to think about the customer profile that best meets these criteria:

2. In hollow, having defined your ideal client should allow you to:

1. Deny unprofitable, time-consuming and stressful customers 

2. To free up time to conquer the best customers

Now that you know your best customers, paint a portrait of your ideal client:

– The average age of your most profitable customers? (the one who makes the decision to buy) 

– his profession, his position, his level of study (manager, marketing manager, civil servant …) 

– his family status? (father, mother, single, child) 

– The city in which he lives?

We call these profiles “personas.” I advise you to limit to 1 to 3 profiles maximum if you start.

Example of a simple persona: Alexis, 35, New York, marketing director of a consulting firm, the problem of traffic and conversions. 

Michel, 45, Chicago, director of the consulting firm, customer acquisition problem

Defining “personas” is not a waste of time and allows: 

1. To understand the expectations of these clients precisely (simpler than to understand what “women between the ages of 30 and 50” want) 

. a much more elegant way with these customers by adapting your messages, your designs, your documents, your visuals.

Example: Hootsuite, a tool to manage social networks, has identified his personas. A priori, it is the community managers, a generally young population. Their communication thus stages these people with, for example here a “pretty girl dressed trendy with a Mac on the knees in a wooden chalet.”

If this company did not have a good knowledge of the profiles of its customers, it would indeed have shown a man in a suit in an open space.

Step 3: Define the main offer

One mistake I often find is the lack of a well-known central offer (“core offer”). They have 5 sometimes 10 types of proposals (services, training, products …) to meet the expectations of each of their customers.

Three main reasons:

– These companies accept all contracts as long as the customer pays. 

– They have a varied clientele because they have not defined an “ideal client” and are asked about different topics. 

– They have always worked by offering a “catalog of offers” they explain face-to-face.

A prospect rarely looks for a full range of offers. He usually contacts you because he has a “problem” to solve. To sign up with your company, a prospect must have the feeling that you can propose a relevant and tailor-made solution to “his” problem.

Defining a “core offer” (compared to a complete catalog) allows you to be the best on the type of offers that brings the most value to your ideal client.

Example: if you are an IT consulting firm with a recruitment problem, if you use an HR firm, which offer will you choose? 

At. The offer of Consultor HR specialist recruitment of high quality IT consultants with 10 years of experience in this field for 10 000 euros 

b. The Recruiter Agency offer that recruits in the building, catering and sometimes computer development with its delivery to 8 000 euros 

You choose the service that guarantees a high level of quality.

By defining the “core offer” that best meets the expectations of your ideal client:

1. Your prospecting will be simpler 

2. You will sell more 

3. You will easily dominate your niche 

4. You will be identified as a “specialist.” 

5. You can increase your methodology over time 

6. You will, therefore, be able to increase your prices 

7. As you guarantee better results

To define your main offer:

1. Get away from the recurring problems of your “ideal customer.” 

2. Take stock of the offers and products you sell easily 

3. Analyze which of your suggestions are the most profitable, bring a lot of value to the customer in a minimal amount of time 

4. Conquer your ideal client with this main offer

Nothing prevents you from creating additional offers or products to increase the value of each customer. However, as you will attract similar customers, your suggestions will be suitable for your entire portfolio.

Nothing prevents you from finally creating a second “core offer” for a second profile of “ideal client” once you dominate this first market.

Step 4: Build your system to find customers

How will you find and attract new customers? To recruit customers continuously and predictably, you need to set up a prospecting strategy within the framework of a transparent organization.

Prospecting strategy simply means defining:

1. Through which stages, a prospect must go to become a customer 

2. Who does what in your business at each step

Your company, of course, has an approach, strategies, and prospecting techniques that are specific to your market and your customers. However, to put on paper, this process is essential.

The definition of your conversion tunnel must allow:

1. Better define by which stages the customer will have to go before buying 

2. Optimize your communication campaigns to determine which channel gets the best performance 

3. Identify bottlenecks and steps to improve to avoid needlessly lost customers 

4. Distribute tasks within your team and empower each step of the conversion funnel

Consult the tools guide to finding customers

To close a sale, customers need to be accompanied during each stage of their purchase, the first time they hear about your business or brand until they take out their credit card.

After the sale, the establishment of a quality customer relationship will allow you to sell again and ensure by specific actions that each conquered customer talks about your offers to their entourage.

Reflection to improve each of these steps can significantly improve the margins of your business.

By focusing on each step of the conversion funnel, you can improve the quality of service, eliminate the brakes that prevent the purchase (waiting time, customer satisfaction …), add value to sell more, better and longer .

Each job has its peculiarities. There are as many transformation tunnels as there are strategies.

Step 5: Optimize your sales system

Each sales tunnel needs to be optimized to produce profitability.

In a highly competitive system, your new sales channels usually do not work right away. Concentrate on 2 or 3 channels then optimize them by learning from your mistakes.

Example: If you are doing exhibitions: your 1st booth will be average, you will not capitalize your contacts correctly, and you will lack documentation. In the 10th, for the same investment, you will return much more turnover.

Example 2: If you have salespeople: a cold calling method works but with meager conversion rates. By optimizing processes, industrializing your way and segmenting your customers more precisely, your salespeople will become more efficient.

Example 3: If you are advertising Facebook or Adwords: your first campaigns will be expensive. Utilizing optimization, you will generate recurring sales.

Step 6: Organize your business to prospect, sell, resign

In the excellent book Predictable Revenue by Aaron Ross, former director of development and acquisition of Salesforce, he develops several exciting ideas.

He distinguishes 3 ways to find customers:

1. Spears: these are outbound marketing techniques that consist of attacking the client (calls, emailing, advertising …)

2. The nets: all inbound marketing techniques consisting of attracting customers to your trays (leads generated through your content, SEO …)

3. Seeds: word-of-mouth, the result of your quality work

Three strategies obviously complementary and reinforcing each other.

Example: A client on appointment will do a parallel search on Google to see if what you return online is the impression left by the face-to-face.

Aaron Ross suggests organizing your sales teams according to their qualities and according to a well-defined process:

1. A group of hunters: specialized to get leads and qualify the right contacts 

2. A team of fishermen: who manages to generate and qualify leads inbound 

3. A group of closers: who recover qualified leads and are responsible for having the client sign 

4. A team of farmers: the objective of which is to identify needs among existing clients and to increase the number


To go further:

Consult the guide to find customers

Consult the tutorial to find customers in B2B

Consult the tutorial to find customers on the Internet

Consult the tutorial to prospect a big account If you want to go faster in setting up your traffic strategy, prospects, and customers, get along.