can my small business have one? – WAU
In the current scenario, investing in digital marketing is essential, and you probably already know that. But, in an area of constant change and news, it is natural to be a little lost and not sure how to put this strategy into practice. Therefore, we brought you a step by step to put together a digital marketing strategy. So you […]
In the current scenario, investing in digital marketing is critical, and you probably already know that.
But, in an area of constant change and news, it is natural to be a little lost and not sure how to put this strategy into practice.
Therefore, we brought you a step by step to put together a digital marketing strategy. So you can expand your business, win over the audience and generate more sales.
1. Create your persona
The first step in building your marketing strategy should be to create your own persona. Personas are semi-fictional characters that represent your company’s ideal customer.
From that, it becomes easier plan and guide your actions and campaigns, since you will understand exactly who you are talking to and who you want to sell to.
But how do you know who your persona is?
To assemble it, you must conduct research with the public to understand your market. You can interview current customers, potential customers or even do more open research.
From this, identify the main traits in common in all these respondents and build this character.
It is important to emphasize that he needs to be a person who can, in some way, relate to his product or service, so that his company shows itself as a solution to his desires, problems and demands.
2. Define your goals
The 2nd step of your strategy needs to be done! Where do you want to get? What results do you want to achieve? Do you need to generate more profit? Increase the number of customers? Make your brand known?
Regardless of your goal, set it before you start taking other steps. This will make it easier than your efforts are directed in the same direction, optimizing the entire process and ensuring that your strategy is cohesive.
2. Build a website
O site is the identity of your online business. It is the page of reference for your customers and your potential customers and brings credibility to your company. In addition, it will be the central channel of your digital strategy.
In that space, present your business and give relevant information to the user. This includes an explanation of your product or service, contact and location of your business.
3. Create a blog
a blog works in a complementary way to the site.
While the website is a more institutional page, focused on information about the company, products and services, the blog is a channel for posting content relevant to your area of coverage.
That is, it is fundamental in the strategy of content marketing.
In it, you will post authorial and totally exclusive content, with interesting themes for your persona (we’ll cover that in the next topic).
4. Produce content
The world revolves around content production. From the oldest peoples – who drew on the walls of caves or elaborated complex systems of language – until today, information is something extremely valuable and one of the main pillars of society.
Bringing that to a closer reality, informing, entertaining and helping people with content is something that consolidates references and helps to establish credible relationships.
Therefore, it is essential that your company produces content: it shows that it has something to offer besides just services and products – which reflects a genuine concern for customers and potential customers.
But, for your content production to generate results, it is important to think about some aspects. The main ones are:
- establish an editorial calendar: it will guide the frequency and consistency of the content;
- optimize your content: through techniques of IF THE, you will rank well in search engines, which will bring authority to your blog and your company;
- adapt your content to your persona: this includes thinking about the ideal size, language, variety and formats.
It is also important that your content is designed within a sales strategy. Learn how to produce content that sells in this comprehensive guide!
5. Be on social media
Most people you know use at least one social network. And, as people are there, nothing is more logical than your company also being, right?
Although the answer is “yes”, it is important to note that you need to be present in the social networks that your persona uses!
Invest your efforts in these channels and do an excellent job on them.
This includes planning a social media calendar, making interesting calls, posting content from your blog, and posting interesting content, such as videos and infographics.
6. Use email marketing
Yes, email! A lot of people think he is no longer important, but about 92% of online adults use email. You can’t let it go, right?
For your strategy to work with email marketing, you must be concerned with some factors, such as segmentation of the base, creation of nutrition flows, use of automation tools, among many others.
As it is a very extensive subject, we recommend downloading the ebook “Email Marketing – A Guide to Creating Successful Campaigns”. He will explain and teach everything about all the relevant points of this topic.
7. Build landing pages
Landing pages are pages focused on conversion, that is, the generation of leads for your business. They are pages that bring an offer to the user and, in return, ask for information about him.
This information is very important and valuable for your company’s online strategy! This is because, through them, you will be able to get to know your potential customers better, understand their pain, what they are looking for, need and want and will be more able to offer solutions.
8. Don’t forget the mobile
Mobile is an increasingly real trend. Many users use their mobile devices to search online, access websites, blogs and portals, find products and even make purchases.
So you need to make your company’s website and blog responsive. This means that they will be tailored to provide a better experience for mobile users.
The main concerns to bring this better experience are:
- fast loading pages;
- design adapted to different screen formats;
- organization and size of fonts and images.
Making your site responsive will ensure a better and closer relationship with your users, in addition to bringing a greater chance that they will remain on your pages and relate to your company.
9. Focus on conversion
All of the steps we’ve mentioned so far are important to your online business, but it is useless if your strategy is not focused on conversion.
The conversion is present in several stages, from the generation of the lead to the long awaited moment of purchase!
The goal of any company is to increase its conversion rate, and there are several aspects that can be optimized to make this happen. The set of efforts in this direction is abbreviated as Conversion Rate Optimization (CRO or Conversion Rate Optimization, in London).
To get there, subject matter experts lead several A / B tests. The tests, as the name suggests, aim to understand what works best on a page to convert more.
10. Invest in paid media
Organic results are very valuable, but investing in paid media strategically can bring very interesting results to your business.
Of course, investing in a digital marketing strategy already involves spending. Therefore, it needs to be done in a planned way.
The main means of investing in paid media in the digital environment are the AdWords it’s the Facebook Ads.
AdWords is an excellent option to invest in key terms for your business that are relevant to your persona.
Facebook Ads, on the other hand, is a way to increase the reach of your posts on the most used social network worldwide in a segmented and targeted way to whom you want to reach.
Although it is the most commonly used, you can invest in ads on other social networks, such as Instagram, LinkedIn and Twitter.
11. Measure your efforts
You have come this far: the final step. He chose the best marketing actions for his business and made his trajectory. Now it’s time to reap the rewards.
But how can you do this if you don’t know the concrete results?
In a marketing strategy, measurement is as fundamental as the kickoff. It will allow global analysis of your actions to understand what worked and deserves to be replicated and what was not so good and deserves to be rethought.
To make your measurement, you must:
- know what are the metrics possible to be measured: there are several to measure, and you must choose the best option – which brings us to the next topic…;
- define your KPIs: the Key Performance Indicators (Key Performance Indicators, in London) are the most cost-effective metrics for your strategy. That is, they will point out the most important specific results for you to evaluate the strategy globally and will be easy to measure;
- choose measurement tools: establishing which are the best tools will assist in the frequent monitoring of the results generated.
Now that you know what to do to make your digital marketing strategy follow the right path and generate results, it’s time to understand how to manage your leads efficiently in order to close sales. Learn from “Lead Generation – The Complete Guide”!