11 benefits of Digital Marketing – WAU
In your daily life, you have certainly noticed how the internet has transformed your life. Just to stay in some examples, you always turn to Google to resolve any doubts and do not leave social networks to know the latest news from your friends. Is it true or is not it? If the internet has transformed the […]
In your daily life, you have certainly noticed how the internet has transformed your life. Just to stay in some examples, you always turn to Google to resolve any doubts and do not leave social networks to know the latest news from your friends. Is it true or is not it?
If the internet has transformed people’s daily lives, what about companies? To keep up with changing habits, they needed to adopt new tools, channels and formats. Therefore, more and more businesses are enjoying the benefits of Digital Marketing.
Small and medium-sized companies, in particular, realize even more the advantages of digital strategies, which allow them to compete on an equal footing with large ones.
Now let’s see, then, the 11 main benefits of Digital Marketing, especially for small businesses:
1. Have an online presence to be found
Currently, when having contact with a brand, many consumers already ask directly for their website or social networks. They like to know the brand identity, know more information and feel confident before making a purchase.
Therefore, you need to have a consistent online presence, in different channels, so that the consumer can find your company on the internet.
After all, consumers are always on the web to inform and interact. If you are not there too, to make their presence felt, other competing companies will take your place.
2. Generate engagement with the persona
The internet allows, in addition to attracting a customer and increasing sales opportunities, companies can create lasting relationships with the customer.
The big difference that digital communication has brought is that it is not a one-way street: brands can offer relevant content, far beyond purely commercial advertising, and consumers can respond and interact with companies.
With this interactivity, the bonds that are created between brands and consumers are much stronger. And, in a scenario in which the competition is increasingly fierce, winning the persona’s engagement is essential to remain in your memory.
3. Follow the purchase journey
Before, consumers’ purchase journey was relatively simple. First, he saw an advertisement on TV or in the newspaper, went to a physical store and made the decision inside, where he also made the payment.
Today, however, that journey is much less linear and predictable – and much more digital.
The consumer can research prices on the computer, compare alternatives by cell phone, go to the mall and try the products, return home and buy on e-commerce. But you can also do everything differently to buy the same product.
Thankfully, Digital Marketing allows you to follow this entire buying journey. Through all the channels that the consumer goes through – website, Facebook, blog, online store etc. -, brands can be present with interesting content and offers.
Thus, it is easier to help the customer resolve all their doubts and objections and influence their purchase decision.
4. Earn customer loyalty
Even after finalizing a sale, it is important for companies to keep in touch with the customer to encourage a buyback or a brand recommendation to others – the famous word of mouth, which has now gone online and can reach many more people.
These marketing strategies, which are part of customer loyalty, tend to be much more worthwhile than the acquisition process, which can be laborious and costly.
On the internet, then, you have several tools and channels to not lose contact with the customer. Blog content, for example, can nurture the relationship with the company and spark interest in a new purchase. Another example: personalized e-mail offers may suggest products complementary to the customer’s last purchase.
The important thing is to know each person’s profile and interests well in order to make the right offers, as they need to feel noticed and valued by your company to buy again. Therefore, it is also good to offer advantages to those who are already customers.
5. Gain brand authority
Brands that actively act in the digital environment, such as through a corporate blog, website and social media, according to Content Marketing strategies, have great chances of becoming an authority brand.
Through its contents, it solves doubts, clarifies important concepts and shows that it dominates the subjects of its market. But what does the company gain from this?
Thus, it becomes a reference for customers, who start to trust the company more, in addition to opinion leaders, communication vehicles, even competitors, who also begin to quote it in their content.
One of the evidences that the brand has gained authority is its positioning in Google’s search results. Being in the top positions means that you are a reference for the market!
This attracts more stakeholders to your company and arouses confidence in what you produce. After all, it is natural to trust more those who understand the subject, right?
6. Compete with larger companies
Often a small company is afraid to start a Digital Marketing strategy because it believes it will be at a disadvantage compared to large competitors.
However, this difference is much more striking in offline marketing, which generally requires more robust investments. Advertising on TV, in the newspaper or on the radio is not feasible for most small and medium-sized companies, which ends up highlighting only those who have more money.
The online environment offers better conditions to match this difference.
You can already have excellent results even without investing in media. With consistent publications on a corporate blog and on social networks, for example, it is already possible to attract interested parties and engage the audience.
And, if a small business wants to invest in paid media, it can start with a small budget and also have great results.
The important thing is that the strategies are focused on the right audience and that the techniques are executed professionally – with efficiency and quality -, even if the resources are limited.
7. Segment the audience
Unlike traditional media, on the internet it is possible to speak to a very specific audience that is interested in a product or service.
And although the potential for reaching the internet is huge (and this is also one of the benefits of Digital Marketing), its great differential is the segmentation power of the public.
Segmentation is possible from the visitor’s first contact with the brand, through an ad on social networks, for example. This makes the entire shopping experience more satisfying and generates a positive feeling in the user, who will only receive content directed to their profile, interests and behaviors.
Segmentation can also be used to offer content and offers according to the stages of the purchase journey. Thus, an e-mail marketing is only sent when the company identifies that the user is already at the desired stage (more mature for purchase, for example).
But how does the internet allow this? Simple: it is the user himself who provides information about himself, either on his own (when filling out a form, for example), or through his browser’s cookies (which track his steps on the web).
Thus, companies can analyze this data about consumers and develop strategies for each type of audience.
8. Customize offers
More interesting than segmenting ad audiences and email marketing contacts is to personalize communication. After all, even within a public segment, each individual has a different profile and lives different moments of life.
Therefore, personalization appears strongly in current marketing, especially because Digital Marketing allows you to create unique content and offers for each person.
How does the internet do this? In the same way as we explained before: it is possible to know different information about each user, from their interests to their browsing history, which underlies the personalization strategies.
9. Get long-lasting results
Digital Marketing offers paid and organic ways to advertise your company and relate to customers. Organic products include search engine optimization (SEO) and content marketing, which, among other benefits, offer long-lasting results.
A blog never loses its published content, as well as the reputation it has acquired over time. They can still be accessed years after their publication and continue to generate hits and conversions (if they are still relevant to the public).
Therefore, a well thought out and developed content strategy generates assets for the company, which continues to obtain results with those posts over time, even if they are “stuck”.
10. Being able to measure all results
Offline marketing has some restrictions on the measurement of results.
For example, you have no way of knowing exactly how many people saw an ad in the newspaper or a billboard on the street. Even more difficult is to know how many people bought your product after seeing an advertisement for your company.
With Digital Marketing, on the other hand, it is possible to know all of this. As we said, the internet allows you to track all the steps of customers, from a click on a link in email marketing to the completion of a purchase in the online store.
So, you get to know exactly how many people visited your page, how many of them bought and what was the return on investment in advertising.
For this, several metrics are made available by social networks, ad platforms (such as Facebook Ads and Google Adwords) and data analysis software (such as Google Analytics).
However, there are so many metrics that you can follow, that it is important to know how to prioritize the data that deserve more attention. We call these data KPIs (Key Performance Indicators, or Key Performance Indicators).
KPIs are those metrics that are related to the objectives and goals outlined in the strategy planning and that represent an effective result for the business.
Number of impressions, conversion rate, cost per click (CPC), return on investment (ROI) and customer acquisition cost (CAC) are some examples of KPIs that you can track to see if your strategy is performing well.
11. Excellent value for money
Many entrepreneurs can look at the benefits of Digital Marketing and believe that, to take advantage of all this, you need to have a lot of money.
However, as we said, small and medium-sized companies are the ones that most perceive the advantages of Digital Marketing, as investments are accessible and manage to bring expressive results to the business.
Even with low budgets, you can already put your advertising on the air and attract many interested parties, as with sponsored links and Facebook Ads. Even without any investment in media, such as SEO or social networks, it is possible to build your online presence.
In addition, another great advantage of investing in online media is that you are only charged when you get results. As well?
The most common billing models for online advertising are Cost Per Click (CPC), Cost Per Thousand Views (CPM) or Cost Per Acquisition (CPA). That way, the advertiser only needs to pay when a customer clicks on his ad, views or makes a purchase. That is, you pay only when you have some results with your investment.
But, to take advantage of the cost-benefit of Digital Marketing, strategies need to be focused. The more well targeted your target audience, the less money you will waste and the greater the tendency to reach potential customers – so the better your cost-benefit ratio.
So, before you start spending the money that your company worked so hard to get, try to think about your strategy.
That is how Digital Marketing proves to be an excellent option for small and medium-sized companies, which generally have less money to invest, but can exploit all opportunities with creative strategies.
Executing Digital Marketing Strategies
The most important thing, when starting a Digital Marketing strategy, is to know the opportunities that the investment offers, but without losing sight of the fact that the results only appear with the strategies being carefully executed and improved month by month.
Even with the possibility of already having results in the first steps of the strategy, it is necessary to be patient to realize the most expressive return that comes with time.
The more you work on the Digital Marketing of your company and consolidate your online presence, the more return you will have with the contents that are already published, with the list of contacts that only tends to grow and with the audience that will be more and more engaged.
Do you intend to start a Digital Marketing strategy for your company and do you want the guarantee of not making any mistakes that harm your investment? So read now our post on Digital Marketing mistakes that your company can no longer fall into!