Digital Marketing Category
Nowadays, the internet is incorporated into our life in such a way that it is almost impossible to do anything without it. It is no coincidence that it is increasingly difficult to see people disconnected from their cell phones, having internet within reach of their fingers.
And if our life is no longer the same with the Internet, the same can be said about the purchase process . Today it is very common to look for products or services that we want on the Internet, either to find the best prices (when we already know what we want), to find information about a certain product or service (when we are still studying the possibility of purchase) or even to discover more about a problem we have (when we still do not know which solution will help us).
We call this all Digital Marketing: a set of information and actions that can be done in various digital media with the aim of promoting companies and products .
How to do Digital Marketing:
As we said, Digital Marketing, because it is a very extensive / macro issue, has a huge diversity of disciplines, strategies and specific techniques. That being the case, there are countless ways to apply Digital Marketing.
But, despite the large number of possibilities for Digital Marketing applications, there are those strategies / techniques that stand out for being used by the vast majority and that usually bring positive results.
- Content Marketing
- Email Marketing
- Search Marketing – SEM
Content Marketing is all content made to educate, inform or entertain a future client. The idea is to inform people to do with future not only respect your brand and have it as a reference, but also become customers of your company.
But that content is not any content: you should talk about issues related to your market and about the possible problems and doubts of your people (that is, the fictitious representations of your target audience).
As we said, today the purchasing process is increasingly in the hands of the consumer. Information about products and services ceased to be a privilege of companies and vendors and is now accessible mainly because of the Internet.
Think well: when was it that you bought something without searching at least once on the internet about it? Probably a while ago. For this reason, it is very important that your company invests in Content Marketing, so that consumers find it when they look for the market solutions that you offer.
It happens that people do not just look for information about products or services. They want, first of all, to solve problems. The product / service is only the final stage of this process.
Therefore, it is not enough to produce content about your company and your solution: you need to create value for your audience and answer the doubts and problems they have before they know that your product or service is the solution they need.
Thus, when your target audience searches for those issues on the Internet, it is much more likely that they will find your content (and if the material generates value for them, the chances of your client becoming much greater).
Email Marketing means the direct sending of a commercial message, typically to a group of people, through email. By definition, each email sent to a potential or current client can be considered Email Marketing.
Generally, it is used to send promotions, acquire business, solicit sales or donations, and its purpose is to build loyalty, trust or branding (disclosure of the brand) .
Email Marketing can be downloaded for lists sold (although that practice is not the most indicated) or for lists built, both of customers and potential customers (Leads).
Email Marketing, compared to other forms of Digital Marketing, is considered cheap. In addition, it is a way to quickly establish and communicate the purpose of the company with existing or potential customers.
Commonly, that channel is perceived by the recipients as invasive and irritating, especially for new or potential customers, but even so, the success of Email Marketing is directly related to the language and visual appeal applied .
Using a casual tone generates better results than a more casual language. For combinations, the use of graphics / visuals throughout the casual language is not suggested.
Beyond these factors, the possibility of measuring email metrics is what brings relevance to the channel. It is possible to initiate the communication quickly and to understand already if it is being applied correctly by analyzing openings and clicks.
How to choose a good tool for Email Marketing
An Email Marketing Shooting Tool (ESP) must contain various features, including:
Measurement: ability to analyze the numbers of your campaigns.
Antispam measures: if the tool has authentication systems (DKIM, for example). With the correct authentication, the chances of your email falling into spam boxes decreases.
Usability: your campaigns should be easily created in the tool, intuitively, to optimize your time and increase the quality of your emails.
Automation: the tool must have ways to automate your emails so you can scale your relationship process.
Segmentation: there must be the possibility of dealing with the information of your Leads / clients (in which emails do they click?). In this way it is possible to create segmented campaigns with assertive communication.
In case you have been interested in the subject and want to dig deeper, see here this recommended reading material on the subject:
Conversion Rate Optimization (CRO):
We call in this way all the effort to increase the conversion rates for a certain objective. That is, decrease friction and increase the proportion of people who perform the necessary action to go from context A to context B.
A daily example is, in the case of a physical product business, the existence of a relationship between the number of people entering the business and the number of people who buy something. This relationship can be approached as a conversion rate , in this case, of the visitors who make a purchase.
In Digital Marketing our goal is to have an online presence that plays a part in the visitor’s purchasing process, educating them about problems and opportunities that they face and generating value for your product or service.
In practice, what we need is that the Lead performs a series of actions that, together, will be indicators that a certain person is close to the moment of acquiring your product. In this context, we will call the ratio between the Leads that made the desired action on your page and the total number of visitors the conversion rate.
In practice, what we need is that the Lead performs a series of actions that, together, will be indicators that a certain person is close to the moment of acquiring your product
The CRO will act, therefore, in a way that tends to maximize each of these conversion rates in order for a greater proportion of your visitors to perform the actions that you expect them to do.
Broken conversion rate 1 = visitors who clicked on a product / visitors
Broken conversion rate 2 = visitors who clicked on buying a product / visitors who clicked on a product
Broken conversion rate 3 = visitors who clicked on buying a product / visitors who made the payment
That division of general conversion rate into more specific rates will allow you to better understand what is being the main factor that is hampering the overall conversion rate.
In the case that it was rate 1, it would be the level of interest that your products are awakening in the current visitors of the website; if it were the rate 2, it would be the cost-benefit relation for the acquisition of the product and, if it were the rate 2, there could be some objection in relation to the forms of payment available in your business.
Main ways of working the CRO in practice
Despite being a very exploratory work, working with CRO almost always goes through some methodologies and techniques used and tested by companies with more experience in the matter.
Search Marketing – SEM
In the 2000s, online search engines emerged with the mission of helping users search through websites of virtually all niches.
With the passage of time, the practicality that the search engines were providing for Internet users began to be disseminated and quickly a large part of the web public went on to use the network to search for services and entertainment tailored to each one.
Of the search tools that have become popular since then, Google has undoubtedly been the greatest reference for all.
With the rapid growth of the online search world, many companies will start worrying about the way they were seen in those search engines: when they were seen, how many times they were seen, ec. That’s why search marketing (SEM) was born.
Search Marketing, or SEM, aims to make certain website privileged and appear with priority (and quality) for those who search for something related to it on the Internet.
As the habit of searching for a solution on the Internet has become increasingly common among all, Search Marketing is also constantly growing and has been of great importance to the marketing strategy of millions of companies in the world.
The application of it can be done in two ways: through the application of SEO techniques and strategies and also through investments (PPC).