There are dozens of digital marketing strategies for different purposes, attracting traffic, generating leads, increasing brand recognition, etc.
In short, digital marketing is a broad term that consists of increasing customer acquisition, increasing brand visibility or improving the relationship with the target audience.
Therefore, there are several strategies that make up digital marketing to fulfill these goals.
In addition, digital marketing can be used by companies, brands and individuals.
So, learning how to do digital marketing efficiently can change the course of your business.
Recently, Small Businesses & Large Businesses reported that small businesses that have adapted managed to increase revenue by 47% during the 2019 and 2020 crisis using digital marketing strategies.
What is digital marketing?
In general, digital marketing is an evolution of traditional marketing, and has completely changed the way companies engage with consumers.
Digital marketing started to become popular in mid-2002 due to the growth of internet access in several countries.
During this period, experts found that many people spent hours connected to the internet, opening a new relationship channel.
As far as sales are concerned, e-commerces or virtual stores, as they are also known, have revolutionized the market, becoming one of the main ways of buying worldwide.
In the United States of America alone, billions of dollars in products and services are sold over the internet, but this would not be possible without some digital marketing strategies.
But before we talk about what digital marketing is, we need to talk about the past.
So, as far as is known, Guglielmo Marconi was the first digital marketer in history in 1896.
After all, Guglielmo made the first public broadcast using the wireless signal and later invented the radio.
But, you might be asking, "what does this have to do with digital marketing today?"
Digital marketing is a concept, the objective of marketing is to heat up the market, while digital means to do it in any way other than face-to-face.
What does digital marketing mean?
In short, digital marketing is any relationship between a brand and the consumer at a distance.
How do digital marketing strategies work?
In general, digital marketing consists of creating actions on the internet in order to attract the attention of the target audience.
This way, with each action taken, it is possible to see the feedback from the public in real time.
For this reason, the measurement of data and information from campaigns in the digital medium can be collected to improve actions.
How important are digital marketing strategies?
Do you remember the large amount of billboards spread across cities? Also, how many times have you had to dodge flyer deliverers walking around major centers?
The truth is that these and other traditional marketing practices are falling out of favor.
So, it doesn't make sense to install advertisements on billboards if nowadays there are cars that drive themselves.
Basically, you can go from one place to another watching whatever you want using the internet without even looking at the outside of the vehicle.
Back when flyers were distributed on a large scale, the streets were always dirty, right? That's because you can't filter people's interest to know who it's relevant to hand out flyers to.
Therefore, in addition to a part of the investment being wasted, urban cleaning was also harmed.
So, with the internet and other digital media, it is possible to appear exactly to those who want to buy your product or service.
In other words, this means that digital marketing enabled the optimized use of the investment to increase the visibility of a company, service or product.
In short, the digital world is not just popular, it is part of our everyday lives, even while we sleep.
Every minute, more people have access to the internet, so for companies that use digital marketing this is an increase in the potential visibility that can be achieved.
The implementation of one of dozens of digital marketing strategies is not only more quickly deployed, it is also fully measurable.
So, among all the data and information, the most used are:
- Impressions: how many people saw your ad;
- Clicks: how many people clicked on the ad;
- CTR: clickthrough rate is the result of total impressions divided by total number of clicks;
- Conversions: how many people accessed your page, how many contacted or filled out a form;
- Bounce rate: percentage or number of people who accessed your page and left without taking any action;
- Average session duration: average duration of visits;
- Pages per visit: average number of pages accessed by visitors.
Try to imagine a solution to get this information through traditional marketing, impossible, right?
Thus, the use of long-term digital marketing allows you to build a robust BIG DATA capable of informing your company's strategic decisions.
After all, knowing the particularities of your target audience and people who interact with your brand allows you to improve your strategies, increasing your return on investment and the satisfaction of your persona.
Cost and Return on Investment
It is undeniable that the cost of a digital marketing strategy is much lower than a traditional marketing strategy that has the same objective.
In short, ROI is the acronym for “return on investment”, it is this indicator that allows you to measure the feasibility of continuing to execute your digital marketing strategies.
In addition, the ROI also shows your persona's satisfaction with your strategy.
Because, despite being cheaper and more measurable than the traditional one, a digital marketing strategy depends on qualified and experienced professionals to be able to provide the best possible performance.
There are several professionals who participate in advertising campaigns, some of them are:
- Content Analyst;
- Paid Traffic Analyst;
- SEO Analyst;
- e several others.
6 concepts of digital marketing
There are several digital marketing concepts that are used in the daily lives of professionals who work in a digital marketing agency, know a little about six of them.
The persona is the ideal customer profile, with all its particularities, allowing your company to be more specific when communicating with the public.
Unlike the target audience, a persona has a name, income, age, lifestyle and dozens of other characteristics.
A persona works as the persona of your company's ideal audience.
The lead is a potential customer, it is a contact of interest that has already been demonstrated by your product or service.
Leads can be hot or cold, being:
- Cold lead: interested in buying or hiring, but not now;
- Warm lead: interested in buying or hiring immediately or on short notice.
3. Sales Funnel
The sales funnel is the entire path that the customer takes from discovering your brand to the moment of finalizing the purchase.
The funnel is composed of a set of strategic steps that make the user qualify until becoming a lead.
4. Landing page
An LP or landing page is a page with few visual elements, aimed at acquiring leads.
In general, they are used alone, preventing navigation between pages.
Through landing pages you can provide courses, e-books or sell products.
In short, CTA is a call to action. In practice, they are attractive buttons that use neuromarketing strategies to induce user actions.
That's why it's essential to hire the website creation service from a professional and qualified agency so that your website or page has a lot of conversions.
6. Nutrition flow
There is more than one type of persona nutrition stream, the most commonly used being email marketing.
Nursing your potential consumer awakens and fuels interest in your product or service.
One of the digital marketing strategies used in this process in conjunction with sending emails is content marketing.
The 5 Pillars of Digital Marketing
Whoever thinks that marketing is only aimed at attracting consumers is wrong, a digital marketing campaign has 5 fundamental pillars so that the result is satisfactory and lasting.
So, know a little about each of them.
Strategic marketing planning for digital campaigns is made up of a few steps.
Among them, it is necessary to understand:
- About the business;
- The company's social positioning;
- Services and products;
- The personas and target audience.< /li>
In short, it's the attraction that leverages visibility, as it increases brand exposure and what it offers.
So, this pillar is the gateway to your sales funnel, after all, it creates an audience base for you to qualify.
The activation or qualification, consists of working on the credibility of your business, it is at this stage that the persona identifies that your company is an authority in the segment in which it operates.
So, you can provide:
- Relevant content;
- Tips and trivia about your products and services.
The more rich material your persona receives about your area of expertise, the better your authority with your audience.
The most used strategies for customer activation are inbound marketing and content marketing.
Conversion aims to turn your potential customer into a customer.
Therefore, the user experience since the discovery of the brand helps a lot in this process.
So, now is the time to work on building credibility and use methodologies in your page layout to maximize user experience and conversions.
Finally, after increasing your company's visibility and attracting new customers using digital marketing strategies, you need to retain your base.
After all, customer loyalty is essential to increase:
- Your customer satisfaction with your product or service;
- Word of mouth marketing for your brand;
- Recurring sales.
According to Philip Kotler, one of the greatest marketing experts in the world, "conquering a new customer costs 5 to 7 times more than keeping an existing one".
For this reason, customer loyalty is very simple, just work with quality at all levels of service and show them that you still remember them even after the purchase.
How to do digital marketing?
Once you understand what digital marketing is and what it provides, it's time for you to know what the requirements are for you to start a campaign.
But the essential idea behind marketing is not just to sell something through an ad.
The principle of marketing is to build a solid customer base, making a business to be consolidated for a long period.
However, before starting to invest in digital marketing, there are some practices that need to be adopted to enhance your customer's shopping experience, they are:
- Service: humanized service, unlike robotic service (made through scripts), allows your customer's experience to be more natural, allowing an emotional bond to be created;
- Logistics: if you have a virtual store, structuring your logistics before entering marketing will reduce the chances of creating customer dissatisfaction;
- After-sales: have you noticed that most of the time after buying something, the The company never looks for you again, and when it does, is it just to send you offers? After-sales aims to ensure customer satisfaction regarding the shopping experience.
Best digital marketing strategies
Below, see what digital marketing strategies your company needs to know and execute to increase brand visibility and/or revenue.
SEM: Search Engine Marketing
SEM is twofold, SEO and sponsored links, both are driven by keyword research.
Below, understand better about them.
SEO, also known in Brazil as website optimization, aims to position keywords related to the business in the top positions of Google, Bing and other search engines.
In addition, website optimization is made up of 3 factors:
- On-page SEO: made in the site code, articles architecture, image settings, site speed, etc;
- Technical SEO: settings made in the server and in your architecture CMS (Content Management System);
- Finally, Off-page SEO: done on third-party sites in order to get links to your pages in a way that increases the authority and credibility of your site .
The downside of SEO is that it is a medium to long term strategy, which provides little or no return on investment in the short term.
To learn more, I recommend reading my complete SEO guide.
Also, you might be interested in my material that teaches you how to get 1000 organic visits in up to 6 months.
Do you know when you do a Google search and some ads appear? These ads are sponsored links.
And below them are the organic results, meaning the sites that are in the top organic positions certainly did the SEO well.
However, sponsored links are not just about ads on search engines.
These ads are also present on social networks, blogs and other pages through the display network or other platforms.
The disadvantage of sponsored links is that this strategy is short-term and customer acquisition is tied to the financial investment.
For this reason, many companies invest in sponsored links and SEO campaigns to achieve good results in the short, medium and long term.
Inbound marketing or attraction marketing is focused on attracting, converting and retaining customers.
In other words, attraction marketing uses content marketing, SEO, and constant presence on social media to drive results.
In short, an excellently crafted inbound marketing strategy allows:
- Reach the public;
- Generate and maintain customer relationships;
- Increase the brand's persuasiveness;
- Optimize the sales cycle;
- Decrease customer acquisition cost;
- Measure results in real time;
- Increase the company's average ticket.
Social Media Marketing
Social media marketing is often underestimated by many advertising professionals, but social media is where your audience spends their idle time.
The presence of companies on social media not only brings the relationship with the customer closer, but also provides support for SEO and content marketing.
That's why I recommend that you read my complete guide on how to get real Instagram followers to increase your results.
The popularity of social media
Currently, in Brazil alone, there are more than 130 million regular users on Facebook.
Instagram, on the other hand, has over 1 billion users worldwide.
In addition, overall engagement on Instagram is an average of 15 times higher than on Facebook.
YouTube, one of the first digital video platforms, reported that there are more than one billion hours of video watched per day.
LinkedIn, a platform for professional and academic use, has more than 253 million users and is present in 200 countries.
Finally, Twitter has over 330 million active users.
How to be present on so many social networks?
Today, there are several platforms that integrate your presence on social networks.
In other words, you can post and respond to people from different social networks within a single platform.
This way, you can optimize your time spent on this job.
In this way, the application of digital marketing strategies on social networks is optimized and enhanced through these tools.
In short, content marketing is a medium or long term strategy that aims to build a strong relationship with consumers through relevant and regular content.
In other words, content marketing consists of:
- Publish articles on your blog;
- Create guides, infographics and other materials;
- Post information and data relevant to your audience on social media.
PPC or pay-per-click is a type of marketing where the advertiser pays for every click they receive on their ads.
In short, PPC enables the company to increase paid traffic on the site.
Do you receive emails from companies you are or have been a customer? This is email marketing.
With it you can send news about products or services, promotions and content directly to your customers' e-mails.
In addition, submissions can be made to hundreds or thousands of people in a few seconds.
CRO (conversion optimization)
In short, the conversion optimization of a website aims to improve the user experience through neuromarketing and other means, causing it to increase the generation of leads.
After all, optimizing the customer journey is essential to creating a memorable shopping experience.
How to assemble an action plan for digital marketing strategies?
With so many options to start marketing your business, which one to choose? How to run? The first step is to create a plan.
So, see a step-by-step guide to creating a marketing plan.
Step #1: Set a goal
First, you need to define the objective of your campaign.
After all, it is essential to know where the company is starting from and where it wants to arrive within the stipulated deadline.
Step #2: Create the KPIs
Performance indicators are the methods or calculations used to measure the reach and effectiveness of an advertising campaign or action.
So, see how these indicators are divided:
- Results metrics;
- Process metrics.
Step #3: Create the Personas
A persona is a way of thinking about your target audience on a daily basis, not a number.
So, making campaigns based on personas allows you to generate higher success rates.
Step #4: Study the Competition
One of the essential steps to putting together a plan and executing one or more digital marketing strategies is to understand your competition.
So, understand the performance of competitors, how they position themselves, what audience they serve and how they communicate with the audience.
Step #5: Set the budget
In short, setting a budget and understanding what resources your company has to invest in digital marketing is essential.
After all, it is essential that your plan does not exceed your company's budget.
Step #6: Choose One or More Digital Marketing Strategies
Once you understand the best digital marketing strategies, you need to choose which ones your company wants to invest in.
And not only that, you need to know which ones your company needs to invest in.
Your brand can invest in more than one strategy, however, they must be connected in several aspects, such as: communication, information, metrics, etc.
Step #7: Set a Schedule
Having a marketing schedule is very important for your campaign to run according to plan.
After all, actions need to be taken at the right times for the monthly and weekly reports to be complete.
Step #8: Choose a Digital Marketing Professional or Agency
Finally, you need to choose or hire a professional or digital marketing agency.
So, get to know the portfolio of professionals, understand what they do and what they can offer your company.
Frequently Asked Questions
Below, see the most frequently asked questions on the subject.
What is niche in digital marketing?
In short, a niche in digital marketing is a part of a segment.
So, for example, the slimming niche belongs to the health segment.
What are the goals of digital marketing strategies?
In general, the goals of digital marketing are:
- Increase the recognition of a brand;
- Generate more leads;
- Improve the relationship with the target audience;
- Increase the rate customer loyalty.
What are the best digital marketing strategies for social media?
Social networks allow you to execute digital marketing strategies to increase companies' sales and visibility.
So, know some examples of digital marketing strategies for social media:
- Content Marketing;
- Sweepstakes and Campaigns;
- Relationship Marketing.
How to use WhatsApp in digital marketing strategies?
- First you need to create a WhatsApp Business account;
- Then use a WhatsApp link generator;
- Finally add your link WhatsApp in all your campaigns.
Does Digital Marketing Worth It?
In short, working with digital marketing is worthwhile as long as there is detailed planning and a qualified professional performing the necessary actions.
In short, digital marketing strategies are essential for placing or repositioning a company in the market.
That is why it is essential to see marketing as an investment and not a cost.
In addition, you must choose a qualified professional or agency to execute your company's digital marketing strategies.
If this is not done, your investment may not generate the expected result.