Justine Labesse, the DNA of digital marketing consultancy

INTERVIEW

Digital strategy consulting, a speciality

Specialising in digital strategy consultancy for almost 20 years, Justine learned her web skills in the tourism sector, where she was a content editor, putting to good use her initial training in journalism, with a taste for writing and investigation.

‘It was with the advent of digital technology in the 2000s that I discovered web writing. I became interested in the technical and functional aspects of getting websites to rank higher in Google search results. I then became a web project manager in charge of the design, navigation and webdesign of websites.

During my career, I had the chance to manage a business incubator for the Amiens Chamber of Commerce and Industry, where I developed a passion for supporting entrepreneurs, both from a commercial point of view and in the field of communication. As editorial manager for Somme Tourisme, I was in charge of producing paper tourism publications such as the Gîtes de France, Logis de France and hiking guides.

Continuing my career in the south of France at the Avignon Chamber of Commerce and Industry, I was... I was ‘spotted’ and recruited by a communications agency as web project manager for large-scale tourism projects, such as overhauling the communications for the Pont du Gard, the Bambouseraie de Prafrance and the Marseille Tourist Office'.

Today, Justine works with a wide range of clients, including entrepreneurs and local authorities, craftspeople, shopkeepers, the self-employed and, of course, the tourism industry: ‘The human element is at the heart of my work, whether it's in the strategic support I provide, the content I write or the training courses I offer. Each collaboration is a unique adventure, based on listening and sharing'.

Justine's expertise: a multi-faceted role

 designing or redesigning websites,
 optimise them for greater impact on the web,
 writing content with high added value,
 or train her customers to make the most of digital tools.

‘My expertise depends on my customers' needs and expectations. For example, if they ask me to write their content, I'll explain the basics of SEO (Search Engine Optimisation) and the importance of keywords, particularly those in the ‘long tail’. A generic keyword such as ‘Uzès rental’ can generate around 320 searches per month, whereas a more specific expression such as ‘Uzès rental with swimming pool’ generates only 30. Despite a lower volume of searches, this type of keyword targets a specific need: a swimming pool, which increases your chances of reaching the right customers and converting this search into a reservation or sale’.

Popularising technical concepts, the key to everything

‘Above all, I try to explain technical concepts in simple terms so that my customers understand the importance of good natural referencing. Creating a website is great. But making it visible and effective is what turns it into a truly useful tool!

So I make sure that each client leaves with a concrete strategy, a clear vision of their offering and how it matches up with their customers' expectations, and a simple, understandable roadmap for implementing the necessary actions.

As each project involves a very specific piece of work, I start by immersing myself in my client's world: their business, their values, their objectives and their competitors. This phase of listening and research is essential for laying the right foundations. I then draw up a recommendation, which includes :

 An audit of the existing site, content and digital strategy,
 Website design or redesign,
 Writing content or optimising natural referencing,
 Training to help clients/teams become autonomous when using tools such as Google or social networks.

Each project is also a collaboration in which I work transparently with my customers, while relying on a team of local partners who complement me (developers, graphic designers, photographers, videographers)’.

Tailor-made training

Justine designs training courses that are above all practical and interactive, and totally tailored to the real needs of participants, entrepreneurs and web project managers who want to develop their skills and become more autonomous in their digital communications, people ‘who have their hands on their website and know how to update it. I enable them to be autonomous when it comes to copywriting and SEO optimisation, leaving them with concrete tools that can be applied immediately’ (see the training catalogue). 

The topics covered depend on very specific issues: how to develop your presence on Facebook, improving your SEO again and again, devising a coherent editorial strategy, etc.

Anything else you'd like to share about your job?

‘I'm committed to helping my customers understand the importance of a long-term web strategy. Having a website is essential. But a site that isn't visible or badly positioned on Google won't do any good. It will just be expensive to host and maintain.

To get a return on your investment, you need to know how to invest in a strategy and not just in tools. It's a vision that combines technique and creativity: a well-referenced site, engaging content and a brand that appeals’.

Many thanks to Justine for her contribution to UzEssentiel.

Read, or reread, our article on the Focus on SEO with Justine Labesse in Remoulins.

The right address: Justine Labesse. Contact: hello@justine-labesse.fr, tel: 06 59 52 32 14. Follow Justine on Instagram. Good to know: Justine offers free 30-minute visios every Friday morning (with no obligation).