A marketing strategy refers to a structured plan that articulates communication levers to reach a defined audience, through chosen channels, with measurable objectives. A company’s visibility does not depend on the number of activated channels, but on the coherence between the message, the channel, and the moment the prospect is exposed.
First-party data and marketing visibility after the end of third-party cookies
The gradual removal of third-party cookies in Chrome, combined with the Digital Markets Act applied in Europe since March 2024 and GDPR requirements, is changing the mechanics of advertising targeting. Platforms that relied on cross-site tracking are losing precision. The cost per acquisition mechanically increases when targeting deteriorates.
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The most direct response is to build a proprietary database (first-party data). In practice, this involves the consented collection of email addresses, the creation of customer accounts, loyalty programs, or member spaces. This data belongs to the company, does not depend on any external management, and remains usable regardless of the browser used.
A well-segmented newsletter, for example, allows you to directly reach a contact who has already shown interest. The open rate and click-through rate are measurable without third-party pixels. Detailed resources on these approaches are available on the Marketingrama info site, which gathers analyses on various marketing disciplines.
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The transition to first-party data is not a simple technical adjustment. It requires rethinking the customer relationship from the very first point of contact: registration form, lead magnet, online event. Each interaction becomes an opportunity to collect explicit consent and useful data.
Brand SEO: working on queries that carry your name
Most SEO strategies focus on generic keywords (“running shoes”, “accounting software”). Brand SEO aims for a different goal: to control what a prospect sees when they type your company’s name into a search engine.
According to the Semrush Search Relations Report 2023, brand query volumes are significantly increasing, and these queries show a direct correlation with trust and conversion rates. A prospect searching for your name is already engaged in an evaluation process. What they find (customer reviews, employer profiles, press articles, comparison sites) influences their final decision.
Elements to monitor on your brand’s results page
- Google Business Profile listings and associated reviews, which often appear first on mobile and shape the immediate image of the company
- Results from third-party sites (comparison sites, forums, review platforms like Trustpilot or Google Reviews) that you do not directly control but can influence through public responses
- Profiles on social networks and LinkedIn pages, which frequently appear on the first page and serve as a professional showcase
- Press or blog articles mentioning your brand, whose positioning depends on their domain authority
Working on your brand SEO means regularly auditing your own results page and correcting weaknesses: incomplete listing, negative reviews without response, abandoned social profile.
B2B influencer marketing on LinkedIn: an underutilized lever
Influencer marketing is not limited to partnerships with creators on Instagram or TikTok. The LinkedIn B2B Marketing Benchmark Report 2024 highlights a shift in budgets towards expert creators on LinkedIn, particularly in the technology and industrial sectors.
An “expert creator” on LinkedIn is not an influencer in the traditional sense. They are a recognized professional in their niche (consultant, engineer, technical director) who regularly publishes analytical or technical content. Their credibility is based on their expertise, not their popularity.
How to structure a collaboration with a LinkedIn expert
The most common format is co-creation of content: co-signed article, joint webinar, or series of posts where the expert tests or analyzes your product. This type of content generates qualified engagement, as the expert’s audience consists of decision-makers and peers.
The difference from a B2C influencer campaign is the decision cycle. In B2B, a single well-targeted post can generate leads for several weeks due to shares and comments that revive the post’s visibility in the LinkedIn algorithm.
Content and reputation: two pillars that mutually reinforce each other
Publishing regular content (blog articles, case studies, explanatory videos) serves two simultaneous objectives. The first is natural referencing: each indexed page represents a potential entry point from search engines. The second is reputation, as well-documented technical content positions the company as a reference in its field.
The key lies in regularity and specialization. A blog that publishes a detailed article each week on a specific topic eventually dominates search results for that theme. Depth outweighs raw frequency.
- A blog article optimized for a long-tail keyword attracts qualified and sustainable traffic, unlike a social post whose lifespan is measured in hours
- A detailed case study, with concrete and verifiable results, serves both generic SEO, brand SEO, and commercial conversion
- Video content integrated into a page improves the time spent on the site, a signal that search engines interpret favorably
Online reputation is not built by accumulating generic content. It is built when each publication answers a specific question that your audience is asking.
Companies that achieve the best visibility results are those that align their efforts: proprietary data for targeting, brand SEO for trust, specialized content for organic traffic, and expert collaborations for sector credibility. These levers do not work in silos. It is their articulation that produces a cumulative effect on notoriety.