Online marketing strategies are the weak point of brands and companies in the digital world. And as you already know, training is something that I am passionate about, something that I always have in mind and something that I am always involved in organizing. In one way or another, either with the Master in Digital Marketing Management or with the Digital Marketing Day Malaga or Galicia … and for this reason, once again I cannot resist touching on the pillars, bases and foundations, not only of digital marketing but of traditional marketing.
Proven and confirm without digital
Marketing strategies you cannot do good marketing. In our day-to-day work with clients and brands, when we analyze in depth their work methodology, their action plan and ultimately their decisions, we always find the same scenario. Brands and companies that work on operational digital marketing for “survival” without a predefined online strategy, without knowing where they want to go, without measuring, without objectives and without KPIs .
Open profiles on different social
networks and publish periodically.
They generally spend budget items on Google Adwords or Facebook Ads.
They plan some e-mail marketing campaigns.
And if you have some time and resources, a blog is usually another favorite option.
Really think it’s enough
So what do you think is failing? Online strategy, online marketing strategies or marketing strategy.
To know is very simple:
How much do you want to sell in 1 month, 3 months, 6 months or 12 months?
Who are your real customers? Not only their socio-demographic profile, but also their purchasing habits, tastes, preferences, media they consume…
How can I attract my ideal client to learn about my brand/product/service?
What human, technical and financial resources do I really have available?
How it is and how I want my brand to be.
Simple, right?
Well, let’s put all the issues on paper, define them in detail and this will be the starting point for doing things right.
The digital environment we will :
My brand is well positioned in the digital environment and how I want it to be.
How much do you want to convert with your website in 1 month, 3 months, 6 months or 12 months? To do this, am I measuring and monitoring my website, my social networks, the digital environment…?
budget.
Dear reader, digital marketing requires investment, welcome to the harsh reality.
So we need to start including investment
What we have to do when designing our online marketing strategy is very simple. With all the questions already answered (we already know which direction we should go in), we are going to draw what we do in the digital world, that is, we are going to carry out a digital marketing audit.
Now grab a pen and paper or open a spreadsheet :-p because we’re going to talk about:
1. Website : It has to be the center of your digital strategy, “your home”, where you will receive all your guests, so it not only has to have a nice and friendly design but you must:
– Have the entire SEO part optimized at 110%.
– Professionally implement web analytics as comprehensive as possible: Google Analytics, Google Tag Manager, Search Console and Yandex. We need to measure everything that happens on our website.
– Generate “fresh content”. Our website cannot be a static place where information stagnates. We need to create regular content, so decide what type of format and how often and get to work. Decide whether it will be a blog, a news section or a multimedia area.
– All traffic to your website: all online
actions you launch, social networks, Adwords, Social Ads, Display… everything you launch that has a link must point to your website. If you already do this, we can consider designing specific landing pages for specific campaigns or redirecting traffic not only to the home page but to specific products or pages…
2. Social Networks : These are your brand’s communication channels, where you can generate debate, create dialogue and conversation. Therefore, it must have a conversion focus and generate social traffic to the website.
– Carry out promotional actions, contests, raffles…where the link leads your social community to your website.
– Measure everything that happens, not only with tools specific to each network such as Facebook Insights or Twitter Analytics, but also measure each link with Google Analytics and Bitly.
Our highest quality overseas data is manually checked and verified over several quarters, ensuring that our campaigns reach the audience we need. Ultimately, we always focus on overseas data perfecting your business and valuing potential customers, which will help everyone get your startup off the ground quickly. We offer a loverseas data that you can purchase. This directory is created using cookies that are either hosted by the person hosting it themselves or partially not declared and placed by us.
Paid media
3. Social Ads : If we have clear objectives, if the conversion of our well-worked website is going to generate a positive ROI (return on investment), we have to do advertising campaigns on social networks.
Let’s not forget the “purchase funnel” scheme of our friend Tristán Elósegui , we cannot make an online strategy without taking into account “paid media.”
4. SEM : If we want to reach new audiences
and generate more qualified traffic to convert more, we have no choice but to consider investing in SEM campaigns.
Earned media
Finally, when designing our online marketing strategy, we cannot forget to analyse earned media. In other words, those we have earned with our SEO actions, with “guest blogging”, are the Social Media actions.
It is nothing more or less than those people analytics can be invaluable in your talent search campaigns websites or sites that link to your website. These must be sites related to our brand, with a good DA (domain authority) and PR (page rank).
Design your funnel or purchase funnel
With everything seen on paper or in your spreadsheet, the time has come to take 2 fundamental steps: create your sales or conversion funnel and plan your online strategy in an organized visual way.
Sales funnel, purchase funnel or conversion funnel: this is something very simple to build. There are two b2c lead obvious phases, all the visits or sessions that reach the home page (this would be the first step of the funnel) and when a conversion is made (a sale, a transaction, a form…) this is the last phase of the funnel. Now all that remains is to establish intermediate measurements.
To make a simple funnel and start working with this methodology, we recommend establishing 2 more phases:
