Have you decided to go out for dinner but you don’t know where to go? Do you want to change your mobile phone but are undecided on which model to choose? You already know where to find the answers to these questions: the Internet.
Today, the purchasing decision-making process of consumers is influenced from the first moments after the initial input by brand reputation, blogs, reviews, and online opinions. And this is the reason that leads the best companies to integrate activities on the web into their marketing strategies to proceed hand in hand with the user of the digital age.
Digital Marketing refers to all those activities of promoting a brand and marketing products and services through one or more digital channels.
Integrating Digital Marketing will allow you to reach a targeted target, and you will be able to interact with it at the moment of its maximum reception, regardless of the geographical area in which you are. You will be able to track and monitor the actions of your users in real-time so as to improve and optimize your marketing strategies day by day. How?
Starting from the foundations and setting up a good digital marketing strategy:
- Study the audience, what they want and what they need;
- Define your value proposition;
- Establish the objectives to be achieved and define business priorities
- Track the data sown by your users and are committed to generating qualified and profiled contacts in order to best respond to their needs;
- Use the tools that best suit your needs.
But let’s go more specifically, what are the tools offered by the Internet that Digital Marketing uses?
With advertising, we refer to all those paid promotional activities of a commercial nature and/or sponsorship of a brand. In particular, you will happen to hear about SEM and pay-per-click (PPC). This type of activity will make you achieve immediate visibility through online auctions for the different keywords you decide to use. The ADV will be useful for you to compete with other online competitors, thus increasing your chances of gaining visibility. When used correctly, they will produce a return on your investment (ROI), thus generating profit for the business.
SEO and User Experience
Search Engine Optimization includes those activities of optimizing the performance of your site in terms of organic visibility and positioning for search engines. Google, Bing, and other search engines reward sites with the best content and a design that is easy to navigate for users. Make your site easy to find, clear, beautiful, and usable:
- Make the site structure intuitive;
- optimize it for mobile devices;
- enhances its performance;
- offer an attractive design;
- propose relevant content that responds clearly and comprehensively to specific keywords.
This way, you will have a better chance of generating qualified traffic.
Content marketing includes all those activities of creating and distributing content such as blogs and articles. The aim is to attract qualified users to your site by prioritizing relationships over transactions.
Interesting content can become a gold mine for the growth of your corporate business in terms of SEO and the acquisition of leads and traceable data. The latter, if analyzed correctly, will give you the possibility to guide your users through the Conversion Funnel. All are giving him a spendable, interesting, and fun experience!
Social Media Marketing
Social Media Marketing concerns those promotional activities of products, services, and brands through social networks that allow direct interaction between user and company. Social channels can become a powerful user engagement machine capable of directing them to your website.
Choose social platforms aligned with your target: it is not necessary to be present on all social channels, but it is important to supervise those chosen well. Doing it right takes time, strategy, and creativity along the lines of Content Marketing. Finally, listen to your audience and track the results. In this way, you can optimize your performance, improving your performance day by day.
Conversion Marketing includes all those techniques with the aim of converting new visitors into actual paying customers and first-time customers into loyal customers.
How? Through a mix of data analysis, creativity, technology, and business. Put together these components can give you the right inputs to increase conversions to your site. By reading the data, you will be able to analyze all the components that have influenced the user’s interactions with your site. You will thus be able to translate the collected data into structural changes to the architecture and design of the site. Finally, with A / B testing, you will be able to optimize your site to accompany more users through the Conversion Funnel.
The marketing automation allows you to automate the manual, usually marketing efforts, through software as Eloqua and Salesforce Marketing Cloud. This software will allow you to optimize your web marketing strategies by qualifying your contacts, generating new sales opportunities, and speeding up the cycle.
How? Through the automation of repetitive actions, the updating and automatic segmentation of your database, managing the sending of your emails, and registering the contact points with your potential customers.
Email Marketing or Direct Email Marketing
Email marketing consists of sending e-mails and newsletters as a means of communicating directly with your leads and prospects for commercial and loyalty purposes.
A well-thought-out email becomes the perfect bait to hook your fish: prioritize direct connection with the recipient with a personal and captivating touch. Email marketing automation tools like Mailchimp will help you segment your target and automate the sending of your newsletters.
Mobile marketing includes those multi-channel marketing activities intended to reach the public directly on mobile devices such as smartphones and tablets. It uses tools such as Responsive Websites (optimized for mobile browsing), GPS tracking, SMS, social media, and apps. It is a fundamental practice for a successful marketing strategy.
The advantages of digital marketing or online marketing
Digital marketing is an essential strategy for brands due to the great opportunity for growth, positioning, and sales or customer acquisition that they represent.
Potential customers, or at least the vast majority, are constantly connected to the Internet from their computer and, in recent years, also through their mobile phones or tablets.
This context has led to a wide range of advantages of digital marketing, among which are:
- Affordable costs: Online marketing is affordable in terms of budget, especially when compared to traditional marketing channels such as television, radio, or the press.
- Greater capacity for control, optimization, and correction of campaigns due to the collection and possibility of consulting in real-time the results obtained, in addition, in an exact manner.
- Great flexibility and dynamism. With the possibility of carrying out tests and changes on the fly based on the results obtained and the behavior of the users regarding a campaign.
- It allows a very specific, personalized, and precise segmentation. In an online marketing campaign, the company can segment its campaigns, taking into account the sociodemographic and psychological data of the users, as well as their behavior on the Internet.
- It allows an exact measurement of the campaign. Results obtained, benefits, return on investment (ROI), etc.
As you can see after reading this article, digital marketing is a very broad strategy but essential nowadays. Therefore, you can not stop investing in it!
Although it seems complex, believe me, the main point to succeed in this endeavor is to always try to deliver value to the public.
It doesn’t matter if you are going to create a blog, create profiles on social networks, or produce videos for your business. The important thing is to keep the public’s interests and needs in mind when creating your content.
Also, always try to update yourself. The digital environment is very dynamic, and new technologies, strategies, techniques, and concepts are constantly emerging. Innovating will help you to stay ahead of the competition in your niche market and win the audience’s preference.
There are several digital marketing strategies, but the important thing is to start testing them and emphasize those that generate the most return for your business.