Find out the importance of Digital Marketing in your project!
Firstly, do you know what the importance of Digital marketing for your company? If the answer is 'no', don't worry! We’re going to tell you a little about this tool that will make all the difference when it comes to finding more clients.
About Digital Marketing
In principle, it is a way to promote your brand in an online environment. Its use allows companies to use various digital tools to promote their product in a more dependent way to their customers.
Furthermore, this strategy allows you to better identify your target audience. Even if the competitive environment doesn't scare your company, it's important to know and understand your competitors and their differences, this will help you improve your reputation.
It is the best way for the company to maintain communication with its public, in addition, it is the best and main way to do business Marketing currently.
He is present in different media, from social networks to churches! Likewise, it is one of the best ways to know how your business investment is going.
Always being aware of your potential customer’s purchasing journey is one of the most important steps. Because, it informs which paths the visitor took before finally becoming a customer.
Another point that you should always be aware of is: what objectives you want to achieve with this strategy and, using techniques that reduce the cost of customer acquisition to increase your profits.
However, the use of this tool is present in different media, such as email marketing, social networks, content marketing, etc. We will talk about this later.
However, this strategy has some important concepts that will be explained below:
Human
If you are already in this universe, it is very likely that you have already heard of, or even created, the Human.
A persona is a semi-fictional character based on real consumers who represent ideal customers for your business. This way, you can plan content for the right people and, in a way, save your time and money.
Here are some reasons that justify creating personas:
- Understand more about your audience: this way, you can study your customer, discover their doubts and gather more information;
- Define what content you need to produce to reach your audience;
- Learn about how potential customers search for information and also how they consume it;
- Plan a more precise strategy, since now you know who you are talking to;
- Understand the tone of voice of your campaign;
- Discover which channels are most efficient for communicating with the public;
- Improve the user experience on digital platforms, such as websites, for example.
Tip: The best thing is that you write about your persona in as much detail as possible. It's cool that you mention your education, place of work, marital status, your pains and difficulties.
Sales Funnel
Also known as Consumer's Journey, are steps that the person goes through before defining their purchase.
The purchasing journey is the path that the customer takes from the moment he realizes the existence of a problem, until he realizes that the solution could be one of your products or services.
To show you how this journey works, we will explain the sales funnel, which can be applied to your business's marketing strategy.
As the name suggests, the sales funnel resembles a common funnel. Where most of the process is concentrated at its top and then smaller parts are concentrated towards its bottom.
It consists of 3 stages: top, middle and bottom. So, continue reading and learn about each of them:
top of the funnel
Here, it is the discovery and learning phase. At the beginning, the persona doesn’t yet know that they need your product or service. She just wants to know more about some problem she's having.
For example, when you feel the symptoms of an illness, but you still don't know exactly what the illness is. Therefore, you will try to find out more about it.
At this moment, the person runs after information that can clarify their doubts. She will also discover that there is a wider universe than this simple superficial research.
Therefore, the best content to work on at this stage are:
- Blog posts;
- Posts on social networks;
- Videos;
- Infographics.
This content is easy to consume and also share. This makes the lead education process easier.
Remember that at this stage, you should not yet mention your business and its solution. The person is just wanting to know more about this topic, but is not yet ready to purchase.
Middle of the Funnel
This step is responsible for consideration and intent. Here, the persona already understands their problem and is looking for the best solution.
The person is not yet at the best time to buy, but if the work is done well at this stage, they will be very close to it.
You can also go deeper into your topics, as your audience is engaged with your blog and social media content. As a result, your relationship will also become closer.
So, to produce this more advanced content, try to do:
- More advanced Blog Posts;
- Rich materials;
- Ebooks;
- Whitepapers;
- webinars;
- Segmented emails.
To turn your visitors into leads, try to offer these materials in exchange for some data. For example, for a person to access your e-book, they need to provide their email.
Information like this will be important for the customer journey and for qualifying your leads.
To help you, try using landing pages. This way, conversions will be optimized and more efficient in generating leads.
But the process doesn't end there. You need to always be nurturing these leads with relevant content, until they reach the point of purchase.
Bottom of the Funnel
At this stage, evaluation and decision take place. After all the work of presenting the problem to people, turning them into leads and nurturing them, they need to discover the best company to serve them.
This step is crucial in the sales funnel. Even though you have nurtured the lead, if the work is not done well here, they may opt for the competition. This way, someone else can benefit from your nurtured lead.
Here, you must work hard on customer persuasion. Present everything that your business can offer, its benefits, differences, advantages, etc.
Furthermore, use concrete evidence, such as your success stories. The lead needs to feel confident that they are in good hands.
Leads
Any contact who, when visiting your website, for example, leaves information about it, such as email in a Landing Page, becomes a Lead.
But, for him to be considered a Qualified Lead, he needs to present characteristics or data that show him as a possible customer. In other words, it has to be a contact who has a similar profile to your persona.
When you understand your audience, it’s time to start thinking about the content format available to them. Your marketing team must create content that addresses customer problems.
Here comes the strategy of Inbound Marketing, which tells us to follow some steps in creating material, according to the Buying Journey:
- Learning and discovery: where the user does not know for sure about their problem;
- Solution consideration: here, the contact already has an idea of your problem, so they start looking for more information and solutions;
- Buying decision: the potential client has found some solutions, and is now reflecting on them; A business opportunity then arises;
- Loyalty: this business opportunity has become a sale, the time has come to establish and maintain a relationship with the customer in a natural way.
Landing Page
Here the objective is to deliver some rich material in exchange for visitors, some offer that catches the consumer's attention so that they leave their information in the database.
These pages are completely focused on conversion. This is a strategy widely used in digital marketing, so that visitors are not distracted but rather converted. Your conversion rate is usually very high.
KPI (KEY PERFORMANCE INDICATOR)
KPI or Key Performance Indicator, translating to Key Performance Indicator, is a method of calculating the performance results of actions taken by a company.
In this way, it can be defined as a management tool, with the aim of monitoring and analyzing the performance of planned strategies, that is, with KPIs, an organization can understand which measures work or not for their business.
Therefore, the indicators allow a more detailed observation of the processes, to understand whether your company is achieving the defined objectives.
Below, check out some of the KPIs that your company can use:
Primary KPIs
Primary KPIs are those found first. They are the ones who calculate the result, and, through information, will tell you whether your company's strategies are working.
We can say that some of the essential data for your objectives is in this part.
This way, they will be placed within the organization's routine, indicating the data considered most important. For example, revenue per purchase, cost per lead, and conversion rate.
Secondary KPIs
The board sector, with supervisors or managers, is generally responsible for these indicators, as they monitor the progress of results in the strategy.
Secondary KPIs have the function of informing whether strategy management is well directed through testing. In other words, it can be said that they function as support for primary indicators.
We have as an example:
- Cost per visitor;
- Origin of traffic;
- Blog subscribers;
- Average price per transaction.
Reinforcing, the secondary KPIs are there to support the primary ones.
Practical KPIs
The third, but no less important category, is practical KPIs. The marketing campaign manager needs to always be testing and monitoring data on user characteristics. However, the list of indicators here is longer.
Some of them being:
- Pages and visits;
- Bounce rate;
- Landing pages;
- Traffic;
- Page rank;
- Keywords
- Social interactions;
- Most popular content.
CTA – Call to Action
These are buttons that direct the action that users should follow when visiting a page; They are normally placed at the end of a post with a phrase that catches the visitor's attention so that they continue accessing your blog.
The aim is for visitors to arrive prepared when making their purchase.
3 ways to do Digital Marketing
As we mentioned previously, marketing is present in different media, and we will mention 3 of them here:
- Content Marketing
This method, in addition to educating the visitor, keeps them informed, with the ultimate objective of keeping them as your customer for a long time.
Another important thing is to make it easier for people to find your content when searching for a solution to their question. It's always good to talk about issues related to your project to solve the client's pain points.
- E-mail Marketing
It is used to strengthen your brand, increase sales flow and is one of the best methods for direct communication with your customers.
Many buy email lists with the thought that they will increase their chances of getting customers, but, on the contrary, this is the least recommended method to achieve a good result.
Build your customer list through forms, offering some material so that the person is even more interested in your business.
Furthermore, it is recommended to use images so that reading does not become too tiring for your client. But don't abuse this method too much.
- Social Media
Today, it is quite common for companies to use social networks to publicize their projects and attract customers, always posting updates and polls to get closer to their audience. It is the most popular way at the moment.
In this case, it is also very important to develop the persona to decide who the target audience will be and thus direct posts to them. Also be aware of which social network your persona is on, to save time and money, which will be lost if you don't get the expected results.
Always set goals and monitor growth to know where you are going wrong or right in your advertising.
Is it worth investing in a specialized agency?
Surely you have already seen many companies that work with Digital marketing, and this is a good investment for those who are starting their project.
These companies work to grow your business in the way you always dreamed of, and they have the right mechanisms.
Visit our blog and learn a little more about the world of Digital Marketing!
