The Internet is part of our daily life and it is almost impossible not to leave a digital trail or have an online identity today, so it is not surprising that business and corporate communication move into this new digital universe.
The digital marketing industry has experienced rapid growth since its inception. If we look at the historical data of the study on income in Internet advertising from IAB, in the United States the income from online advertising in 2006 was 16,879 dollars and in 2016 they reached $ 72,521, so we can say that in 10 years they have quadrupled income.
Importance of Digital Marketing
Digital Marketing is the use of the Internet and social networks to improve the marketing of a product or service.
Measurement: When performing a digital marketing strategy, it can be measured much more easily than traditional marketing strategies.
Personalization: Digital marketing democratizes personalization, that is, it allows personalizing the treatment with the client at a very low cost.
Brand Visibility: If a company is not on the Internet “does not exist” as it has been proven that most people search the Internet before buying a product or service in the physical or digital world.
Customer Acquisition and Loyalty: Digital marketing makes it possible to attract potential customers and retain current customers.
Increase in Sales: Digital marketing allows us to significantly increase the sales of the company since the potential customers of most organizations are in the digital world.
Create a Community: Digital marketing and especially social media marketing allows creating a community that interacts with the brand, creating an emotional link between it and its customers.
Channel with Great Reach: Digital marketing uses the Internet and social networks as a channel, which makes it possible to have a great impact on the reach and positioning of brands.
Low Cost:Digital marketing strategies are lower in cost than most traditional marketing strategies, making them accessible to small and medium businesses.
Main Digital Marketing Strategies
- The Website
It is very important to have a professional website so that it generates enough trust that potential customers are encouraged to have a business relationship with the company.
The website must be easy to navigate and have elements that facilitate the conversion of visitors, that is, the objective of the website is met.
- The Business Blogs
All companies should have a blog as it allows them to attract the audience of interest to the organization through useful articles. The blog is at the center of content marketing strategy and enables companies to create fresh content that is better positioned in search engines.
- Search Engine Optimization (SEO)
Search engine optimization, also called SEO has the objective that when someone searches Google or another search engine for a product or service that the company sells, the website will be in the first search results. SEO is one of the digital marketing strategies that drive the most traffic to the website.
- Social Networks
Companies need to have a professional presence on the main social networks (Facebook, Instagram, Twitter, LinkedIn, YouTube, Pinterest, Snapchat, etc.) whose main objective is not to sell products and services, but rather to create a community of users with an emotional bond with the brand. The goal of social media for brands will be to make strangers friends, friends’ customers, and customers brand.
They can create images for social networks with Adobe Spark.
- Online Advertising
Advertising on search engines (AdWords) and social networks (Facebook Ads, Instagram Ads, etc.) have become an excellent option for companies to reach their audience. Of all the digital marketing strategies, this is the only one that allows results to be achieved immediately.
- Email Marketing
This strategy is especially useful for electronic stores as it allows to lead potential customers to the website.Creating a value-added newsletter for the audience works very well for the user to open and read emails from the brand.
There is no single magic wand when it comes to defining the best online marketing strategies, tips, or guidelines for small businesses.
Creating the perfect Digital Marketing strategy only happens after research, trial, and error, and knowing how to optimize your campaigns for the best results. It is a combination of tools and tactics, designed for your business, that will work.
Sure, there are a few digital marketing basics you need to understand before you can employ the best online marketing tactics. But trust us, it’s not rocket science. And if you are passionate about watching your online business grow, you will soon realize its true value.
We believe that this topic of online marketing is one of the most important knowledge that a business owner should adopt. And the global statistics below demonstrate why you should, too.
Internet use in the US, for example, has more than doubled in the last five years alone. About two decades after the dot-com boom of the late 1990s and the collapse of the early 2000s.
The explosion of the bubble made people distrustful of future Internet use. But he returned with a vengeance and changed the dynamics of marketing as a whole.
We are seeing a shift in the way people consume media and entertainment, from traditional magazines and television networks to much more digitized smartphones and applications. This changed the game of how business owners need to market their businesses.
In the search for the best online marketing strategies came. And we’re going to show you that with the help of some notable industry examples.
In essence, it is important to understand the purpose of having the best online marketing strategy. You not only want to increase sales but also connect with customers in a way that is more popular than all other traditional channels.
As in the case of Airbnb. Some of your best online marketing efforts go towards user experience and improvement.
It took me a little research and some personal experiences to realize that they invest a substantial amount of their resources to first understand what the client needs for an unforgettable vacation. This followed by brand-focused elements (think of the best tips, transportation routes, things to do nearby, etc.) enhances that experience.
They also mastered the art of using some of the best online marketing techniques to find conversations about people’s experiences online and resolve customer complaints before it starts damaging your brand.
Digital Marketing for Companies
Business owners can divide the term online marketing and get it from its roots, by marketing their business online. Several popular social media channels serve a different role for your audience and that you can use effectively to promote your business in different ways.
In simple terms, your online business goals will help define the best online marketing tactics in your marketing arsenal.
Software Solutions Simplify Your Processes
So-called marketing automation software is platforms such as HubSpot that have made it their goal to automate marketing processes. The software helps you to accompany your customers through the entire buyer journey through automated processes. Lead nurturing, in particular, becomes easier because the individual steps are personalized. A typical automated process could according to HubSpot look like this:
1. A potential customer is interested in your e-book.
2. You then send him a download link and he download the e-book from your website.
3. A few days later, for example, send the potential customer an email with the download link of a case study that fits the e-book thematically.
4. As soon as the potential customer downloads the study, your sales team will receive a notification to contact them.
Since the automated processes are personalized and respond individually to the customer, the likelihood increases that a qualified business contact will occur. The areas in which marketing automation is possible are diverse:
- Social media
- Email marketing
If you implement marketing automation software in your marketing, you can simplify all business processes. The time gained in this way can be used much more efficiently for customer care.
In this phase, the user has already visited your website, so that it becomes the most important channel and you have to start preparing the sale. Here we must be very clear about the interests of our visitors and explain to them through the content why they should choose us and not the competition.
Our objective at this point will be to obtain leads, that is, to get our potential clients to provide us with their email so that later we can establish a direct and personalized contact channel with them through this channel. We may request information – contact information, for example – in exchange for a more specific, more exclusive, and more valuable content – such as an eBook or an online seminar.
If we are carrying out an online advertising campaign to obtain leads – either through Google Ads or on social networks – it is very effective to create specific landing pages for our ads with a form so that the user can contact our company, request a quote or with a button so that our application can be downloaded, instead of using the home page of our website – probably full of irrelevant elements that would distract your attention.
We must ensure that the design of our landing pages is simple and intuitive and that it contains the least amount of text possible, since, as a study by Microsoft Corp. showed, people currently have a shorter attention span than the of a fish- we lose concentration after eight seconds because of the effects of an increasingly digitized lifestyle on our brain.
Digital Strategies Lead to Success
Classic outbound measures should be supplemented by c Create interesting content for your website and share it on various digital channels to draw more potential customers to your company.
Digital marketing in companies is success-oriented. By using marketing automation, you can significantly simplify your business processes and make your marketing more effective. In this way, you are up to date in the development of digitization in the B2B area.
The 3 Phases of Marketing Evolution
So far, we have focused on the evolution of digital marketing from a technological point of view, so let’s look at it from a marketing perspective. Currently, 3 stages in its evolution are recognized:
- Marketing 1.0 or product: In the origins of the marketing business, and for many years, advertising focused only on the product, that is, on objectively highlighting its qualities. This stage coincided with a time when consumption was lower, social classes were more defined, competition between brands was low, communication channels were scarce and very massive, and, besides, few brands had a sufficient budget to access them.
- Marketing 2.0 or customer: When competition and consumption started to increase, brands had to find new ways to differentiate themselves – highlighting the virtues of their products was no longer enough. Also, the appearance of new communication channels caused the audience to disintegrate. The advertising messages put aside the rational benefit and began to seek subjectivity and evocation. It was about selling sensations.
- Marketing 3.0 or social: It is the new dimension that we have entered. Following the rise of new technologies and the Internet and the breakdown of all communication barriers, one-way messages have become direct dialogues between customers and brands, completely changing the concept of advertising. It is a new marketing model that is no longer focused on consumers but people. The fundamental difference in this change of concept is that new marketing focuses on offering identity traits and values to people.
If someone asked you now, what digital marketing is, what would you answer? Surely you have realized that it is a complex universe and that it does not only consist of using the Internet and the latest technological applications to launch advertising messages.
So, to be successful in your digital marketing strategy, your brand must have a soul of its own and must know how to listen before speaking. The fact of building a brand image makes sense to the extent that we share or represent values, ideas, or a way of understanding life with our clients. In this way, they have defined thanks to us and we make ourselves known through them. From this principle, we create a community around the brand.