DeftHedge – Digital Marketing Manager
As a Digital Marketing Manager at DeftHedge for two years, I led various initiatives to enhance the online presence and communication strategy of the company. This included creating and maintaining the website, managing SEO, developing social media content, and analyzing performance through detailed reports. I also improved user engagement through targeted LinkedIn strategies, optimized HubSpot workflows, and updated templates to modernize our image. My work contributed to better visibility, lead generation, and higher customer engagement.
Atelson
A complete journey in digital marketing and website creation
At DeftHedge, I gained valuable experience in digital marketing, combining strategic thinking and hands-on execution. My missions included SEO optimization, content creation, and lead generation campaigns. Additionally, I had the opportunity to contribute to the creation and launch of two websites: www.defthedge.com and www.treasurymasters.fr. This experience allowed me to sharpen my skills in project management, web performance analysis, and digital communication.
The Site’s Hierarchy or SiteMap
The website structure has had the opportunity to undergo certain updates in content and the creation of new pages over the past two years. At this stage, in order to enhance the user experience and streamline the appearance of the website at www.defthedge.com, several pages were renamed and restructured. The goal was not to remove its content at the expense of its SEO but to improve the user experience.
Building and managing a dynamic website
Once the structure of www.defthedge.com was revised, I contributed to the creation of additional pages and content. The website is built on WordPress and uses the Divi plugin, offering flexibility and a modern design. Over nearly two years, I have been responsible for publishing articles on the Blog page and ensuring the website remains up-to-date by regularly adding press releases and fresh content.
Optimizing SEO for better visibility
Creating web pages is just the first step—ensuring they appear in Google search results is crucial. For nearly two years, I conducted regular audits to improve the natural search ranking of www.defthedge.com. Using tools like Google Search Console for indexing and Screaming Frog for SEO audits, I was able to streamline the process and uncover valuable insights. Screaming Frog proved to be a powerful tool, allowing me to analyze the site’s structure, HTML elements (tags, meta-descriptions), and content, which greatly contributed to improving both our website’s SEO performance and competitive analysis.
Creating effective landing pages with HubSpot
To better understand our users’ needs, I designed and managed multiple landing pages on HubSpot. Each landing page was equipped with custom forms, pop-ups, marketing emails, CTAs, and automated workflows. These landing pages were tailored to different types of content and campaigns, ensuring accurate data collection and segmentation in our database. By customizing forms based on specific landing pages, I was able to prevent data overlap and maintain a well-structured user database, improving both lead generation and user experience.
Data-driven insights with Looker Studio
Using Looker Studio (formerly Google Data Studio), I developed detailed reports by integrating various data sources such as Google Analytics, Google Search Console, Google Sheets, Google Ads, and more. These reports provided valuable insights into user behavior and campaign performance, enabling data-driven decision-making.
The key data categories I worked on include:
– General Data
– User Interests
– Geographic Location
– Search Bar Integration (implemented on the DeftHedge website)
– Page Views & Tools Usage
– Goal Conversions & Lead Sources
– Google Ads Performance
– Google Search Console Data
– Site Search vs. URL Search Data
– Keywords Analysis
– Social Media Metrics
Creating effective landing pages with HubSpot
To better understand our users’ needs, I designed and managed multiple landing pages on HubSpot. Each landing page was equipped with custom forms, pop-ups, marketing emails, CTAs, and automated workflows. These landing pages were tailored to different types of content and campaigns, ensuring accurate data collection and segmentation in our database. By customizing forms based on specific landing pages, I was able to prevent data overlap and maintain a well-structured user database, improving both lead generation and user experience.
Social Media Communication Strategy
Our communication strategy at DeftHedge is evolving and becoming more prominent over time. One of my first steps, which is still crucial today, was setting up an editorial calendar. This tool has given us better visibility over the posts and helped us track their impact. It saves the team a lot of time and allows us to evaluate the ROI of our social media efforts.
Currently, DeftHedge is active on Facebook, Twitter, LinkedIn, and Instagram. With HubSpot, I manage scheduling various types of content across each platform, which makes it much easier to handle.
LinkedIn Profile Management
I also keep an eye on the activity across three key LinkedIn profiles:
Alice Fournier – Digital Business Developer
Olivier Lechevalier – Co-founder of DeftHedge
DeftHedge Company Profile :
We’ve found that personal profiles tend to get more engagement than company pages. So, we decided to post the same content on both Alice’s profile and the company’s profile. That said, we still keep posting regularly on the DeftHedge company page to ensure we maintain an ongoing presence.
Creating Articles & LinkedIn Reporting
We’ve shifted towards posting articles where DeftHedge is directly mentioned, rather than just reposting third-party content.
After a marketing meeting in January 2023, we decided to dive deeper into analyzing the impact of posts from Olivier Lechevalier and the DeftHedge profile on LinkedIn.
To do this, I created a Google Sheets tracking document, which I update every week. It includes:
- A sheet that tracks all interactions.
- A second sheet that filters out duplicates and categorizes interactions based on their potential (whether they’re a lead to contact, client, partner, etc.).
This approach helps us quickly spot the most promising opportunities and prioritize them for outreach.
Template Creation & Visual Content
To keep DeftHedge’s image fresh, I worked on updating several post templates, including ones for the Term Cours and the Economic Calendar. These new templates were created mainly with Canva Premium, but I also used Adobe Suite (Photoshop and Illustrator) for more personalized visuals. We also solved a technical issue with HubSpot, where carousel posts would not display correctly. To fix it, we found that .pdf format was required to ensure the images showed up as intended.
Reporting & Social Media Analytics
I set up a comprehensive reporting system to monitor both the qualitative and quantitative performance of our posts on social media.
The main types of posts I track and update regularly include:
Term Cours and Economic Calendar: posted every Monday between 9:00 and 9:30 AM, scheduled the previous Friday.
Webinars: starting with an announcement and then reminder posts like « J-… before the next webinar » to encourage sign-ups.
Seasonal Posts: like holiday greetings (e.g., Christmas wishes).
Client Success: posts celebrating new client acquisitions.