Web marketing at Rocher Blanc: strategy and creativity

Hello Margaux! Can you tell us about your role at Rocher Blanc and what led you to specialise in digital visibility?

Hi Alisée! I'm in charge of webmarketing at Rocher Blanc. My role is to optimise our customers' digital visibility, whether through social networks, natural search engine optimisation (SEO), paid search (Google Ads), or advertising on social networks (SMA), among other things!

Left: Margaux, Web Marketing Manager at Rocher Blanc.

I work mainly on Facebook, Pinterest, Instagram, LinkedIn and sometimes TikTok. I originally took a BTS in Tourism, with the idea of working in events or aviation. I then went on to do a bachelor's degree in events management, which included a strong communications dimension, before going on to do a master's degree in digital communications.

What started out as a simple study quickly became a real passion.

I've often been told that communications is a closed sector, but there are so many different professions in this field that I've found my place... and my balance.

You mention a gradual move towards digital. Are there any concrete projects in this area that have particularly impressed you since you joined Rocher Blanc?

There's a long-standing customer: the Boucherie Agricole in Cannes. We've been working together for a long time, and I really appreciate their open-mindedness and kindness. They're always willing to try out new ideas.

For example, for April Fool's Day, we announced a "vegetarian meat": customers came into the shop to talk about it, proof that digital has a real impact.

I'm also proud of our collaboration with Doriane Bijoux: a great brand with a great direction. We've run Pinterest campaigns together from scratch, with great results.

With all these channels to manage, how do you organise yourself to stay efficient on a daily basis, juggling SEO, SEA, SMA and community management?

There are a lot of programming tools out there. Personally, I use Sendible. I also block time slots for each client. For SEO, I try to get ahead of the game and I use AI (such as Gemini or ChatGPT) to search for themes, especially for technical sectors where it's hard to find resources, such as construction, which is not my preferred field.

I also do a lot of content capture: photo shoots, client meetings, etc. I send out feeds to be validated several weeks in advance.

It's not just about publishing images: there's a whole strategy behind it.

You talk about the importance of keeping up to date in this fast-moving profession. How do you stay up to date without getting overwhelmed?

More than a trend, the ability to adapt is essential. Social networks are evolving at breakneck speed. If you're too far ahead of the game, it doesn't work. If you're too late... well, you're too late.

You have to keep a constant watch, even if it's not easy in a busy schedule. A lot of people think that my job consists of scrolling through TikTok and Instagram... but it doesn't. You have to make time for monitoring: consulting sources like the Blog du Modérateur, following the right accounts on Linkedin and X (ex-Twitter) and always checking the sources, of course.
It may seem trivial from the outside, but without it, you can't do your job properly.

You stress the need to constantly adapt to trends. Has this need for constant reinvention influenced the way you create visually?

In the course of my various professional experiences (particularly as a freelance graphic designer), I quickly realised that aesthetics alone are not enough. It has to be linked to current trends. For example, minimalist beige was all the rage last year. Today it's bright colours, gifs, animated elements...

We have to follow these codes if we want our content to work. Otherwise, there will be no impact, no engagement and no conversion.

Aesthetics must serve performance.

And in this context where each visual universe is different, what are the most complex challenges you encounter on a daily basis in managing campaigns?

• The diversity of customers: going from lithotherapy to construction to a butcher's shop means constantly switching worlds, tones and visuals...
• Perception of the profession: many people think that all you have to do to succeed in digital communications is publish three posts, as they do on their personal networks. As a result, some think they can manage it in-house, without seeing the real work involved: storytelling, strategy, visual creation, KPI analysis, etc.
• Lack of budget and understanding: some customers want immediate visibility without shooting, without branding, with little budget... They don't see that in competitive sectors, campaigns cost a lot of money to emerge in the face of the giants (Shein, Temu, etc.).
• Lack of humanisation: today, successful brands have a face. But many customers don't dare show their faces... and I respect that! In this case, you need to think about a different way of humanising the content, using trends, mascots, etc. But people want to see people, not just a product. It's the storytelling that matters.

AI and new tools are transforming the profession. How do you see your role in the future?

The arrival of AI is an undeniable opportunity. Combined with our skills and expertise, it gives web professionals access to a tenfold range of actions and knowledge. Far from replacing our work, it amplifies it: certain tasks can be automated or accelerated, leaving us more time to deepen our expertise, train continuously, or focus on higher added-value missions.

My role is already changing a lot: when I started out, I was writing 1,000-word articles on building and civil engineering without any tools. Today, with the right artificial intelligence tools, it's smoother, faster and more relevant.

In the long term, I think that digital experts are going to become even more specialised, and that everyone will have to specialise even more, while retaining their creative agility.

Thank you Margaux for this fascinating interview. To conclude, how has your day-to-day life changed since Rocher Blanc joined Inforca?

Firstly, in terms of technical resources: we have access to more powerful tools, new hardware and more expensive software than before. It changes everything in my work!

Secondly, a real human synergy: I now work with more colleagues. We can share the load, exchange ideas and ask for advice (Romain on SEO, for example).

When there are three of you in a structure, you can quickly go round in circles. There's a new momentum here, a positive dynamic, and a real sharing of expertise between Rocher Blanc and Inforca.

Interview by Alisée, Digital Development and Events Manager at Inforca, with Margaux, Web Marketing Manager at Rocher Blanc.