why should you start your strategy? – WAU
Building a successful business is a task that requires dedication and facilitates overcoming many challenges, especially for smaller ones. Despite all the difficulties, today this type of enterprise can also use solutions that, until recently, were only part of the routine of large corporations. And marketing […]
Building a successful business is a task that requires dedication and facilitates overcoming many challenges, especially for smaller ones. Despite all the difficulties, today this type of enterprise can also use solutions that, until recently, were only part of the routine of large corporations. And digital marketing for small businesses is a fine example of equity.
Have you evaluated how much an active presence in the online world can favor the visibility and consolidation of your small business? Follow in this article the positive aspects of adopting such an approach.
What are the benefits of having a digital marketing strategy?
The internet has revolutionized the way organizations interact with their audience, being present in this environment is essential to engage them in the value proposition offered by them. Follow some of the benefits of adopting the features that the model offers:
One of the great positives that digital marketing provides is the effectiveness in targeting the audience. It ensures that you are in the right place and act in the right way to get leads.
In traditional methods, although there is a prior selection, communication campaigns seek to reach as many people as possible, but this does not portray that all of them have the potential to become customers.
With virtual tools, the interaction process takes place in different stages, as users access materials published by the company, they leave clues about the type of solution they are looking for. And based on the information collected, the customization of marketing actions gains effectiveness.
It is natural that small and medium-sized companies need more dedication to get noticed. However, in times when consumers are always connected to the internet, whether through smartphones, tablets or other devices, this mission can be accomplished with agility and low investment costs.
In addition to attracting leads, online presence helps build a virtual identity for the brand, people who already know your products or services will be able to follow the news, maintain a post-purchase relationship.
So, take advantage of the visibility of social networks, the production of content to be found by Google, explore all these resources to work your digital marketing and consequently stand out from the competition.
The consolidation of an enterprise in the market is inseparable from the element of credibility, but the requirements to reach this level go beyond offering quality solutions, demonstrating how much your company dominates the subject will place it as a reference within the sector in which it operates.
The benefit of that? A brand with authority in what it does will always be remembered by consumers, opinion leaders, partners, etc. As a result of this exposure, the result of remaining in evidence is the growth of its customer base, as well as the volume of capital entering the cash register.
In this context, digital marketing will also help you to become an authority on what you do, actively participating in the nutrition of:
Competitiveness with larger companies
Disputing the market on an equal footing with the large organizations reflects a very difficult task for the smallest producers, as, as a rule, resources are scarce.
However, once again the online universe emerges as a means of facilitating successful actions, regardless of the size of your business. This is because, contrary to what many may think, marketing strategies do not always require large investments and, therefore, opened space for small and medium-sized companies to also enjoy efficient communication.
With a good strategic planning it is possible to identify and execute digital marketing in the most appropriate way for each model of enterprise, which will certainly increase its power before larger institutions.
After all, it is not about competing with the same weapons or on an equal footing, but using the tools that fit your profile in order to increase the chances of good results.
We know the importance of digital marketing for the purpose of meeting and qualifying and target audience. However, it is also necessary to be concerned with establishing a definitive link with such consumers, that is, feeding the continuity of the relationship.
Thus, this methodology also has precious techniques in the post-sale stage. Today it is more and more common to receive emails with discount coupons, special offers, in short, to build a different experience.
In addition, a good loyalty process will allow customers to share your brand, helping to expand the network and reflexively sales.
What are the biggest challenges of digital marketing for small businesses?
Analyze Big Data
All consumer activity on digital channels leaves a large amount of data – Big Data; they are information, clues about the topics of your choice, the number of times they access a particular page, the type of products they are looking for and despite that, the management of this material is extremely difficult.
More than having this data in hand, the main challenge of micro and small entrepreneurs is in their analysis, interpreting them correctly to make the right decisions. The company that understands the desire and needs of potential buyers, is aware of the most relevant techniques for its tactics to work.
Adapt to different platforms
The success of digital marketing campaigns, from the beginning, is naturally accompanied by its alignment with the choice of media platforms; This task has never been simple, but has become relatively complex.
Currently, the variety of these channels is infinitely superior, all of them with their peculiarities, complicating the work of making the most of their functionalities and the ability to employ them in an integral way.
Being able to count on many options is a positive point, however companies need to deal with the obstacle of creating a value proposition that communicates well between these channels and maintains the same level of quality. That done, the way forward is to define a base platform and associate it with others, in a complementary way.
If, on the one hand, the low cost facilitated the reach of digital marketing by medium and small entrepreneurs, this same benefit also had negative implications – the intensification of competition.
As practically all organizations have such devices at their disposal, reaching the attention and interest of customers requires a lot of dedication and constant improvement of content.
What are the best metrics to monitor marketing actions?
The metrics are solid responses regarding the evolution of the company’s performance during some period, the methods capable of detecting whether the goals set were achieved. There is no roadmap that is widely applied, and it is up to managers to choose which ones are most consistent with their business. Here are some examples:
1. ROI – Return on Investment
Return on Investment – ROI, is a fundamental metric to measure the income of a specific communication campaign, allowing the analysis that the resources are being used in the right place.
Therefore, it consists of calculating the profits that digital marketing has brought to the company’s coffers. To find the ROI, just use a simple mathematical operation: subtract the gains from the amounts used, and then divide by this amount.
So, imagine an investment of R $ 2,000.00 (two thousand reais) in marketing campaigns, and the figure of R $ 10,000.00 (ten thousand reais) as total income. Therefore, your ROI will be:
ROI = 10,000 – 2,000 / 2,000
ROI = 8,000 / 2,000
ROI = 4
As a percentage, the return on investment was 400% (four hundred percent).
2. CAC – Cost of Acquisition per Client
The acquisition cost per customer is the instrument by which the entrepreneur finds out how much he needs to invest in order to win a new consumer.
The fact that the project has many customers does not necessarily mean that sales are increasing, it is also important to maintain a constant flow of bringing other potential buyers to your side.
To measure your CAC, go through the following steps: add up all marketing expenses during a specific period, then divide by the number of customers obtained in that interval, follow:
A company “A” disbursed, in 3 months, the amount of R $ 500.00 (five hundred reais) in digital marketing, and gained 10 customers.
Therefore, we came to the conclusion that each of them cost R $ 50.00 (fifty reais); equivalent to an average of 3.3 new consumers per month. Once the CAC is calculated, it is essential to analyze such information and evaluate the cost-benefit of its actions.
3. CPC – Cost per click
CPC deals with the criterion applied in order to measure the amount required for each interested party to access your ad.
Unlike the other metrics, in Cost per Click the entrepreneur knows the expense of the operation before advertising goes live, given that the platforms themselves have counting systems.
The choice of keyword, for example, is one of the criteria that can raise or lower the price. There is a tendency for competing keywords to be more expensive.
The Traffic metric and the one that gauges the number of people who visited a web page.With it, you have the option to collect this data for periods, or even when your site was created.
5. Conversion rate
Conversion equals each visitor’s progress within the sales funnel, the level of approach and interest in becoming a customer.
The Conversion Rate is a useful mechanism to calculate the percentage of closed sales, based on contact with a communication campaign. The use of this fee aims to answer whether the goals have been achieved or not.
How to differentiate yourself from the competition?
Educating your audience
In a first contact with the brand, a good portion of consumers will certainly still be undecided about what to buy or which product best meets their desires. So this scenario is very conducive to shaping your audience, as they still have an open mind to introduce new concepts.
In this sense, Inbound Marketing sets the best path in order to educate the public about their area of expertise. Through this methodology you will have the opportunity to convince the real interested parties that your company has the specific solution they are looking for.
Decreasing customer acquisition costs
As we mentioned, working with marketing in the virtual environment entails lower costs than traditional methods. Here, who initiates the contact is the customer, the company’s focus revolves around making high-level materials for Inbound Marketing.
The reasoning is as follows – there is no waste of capital to captivate individuals with no interest in the items you sell. And nothing better for the competitiveness of any business, to produce more by making the most of the resources.
So most people came to you because:
- searched for a topic in your niche on search engines;
- reached your page through sponsored links;
- visited company profiles on social networks.
What are the best tips for those who want to start working with digital marketing?
Hire a specialized team
Be very careful when implementing Digital Marketing to your enterprise! The internet is an environment in which most people are accustomed to using it, however this facility can play tricks.
Evidently small companies survive on a lean budget, but not hiring professionals with sufficient expertise in this profession, exposes them to the risk of losing all that investment.
Marketing experts have a broad view of what’s going on in the market, as well as the strategies that will yield you great results.
It is quite advantageous to find institutions that complement your activity within the segment being worked on. Partnership ties can make marketing both more powerful.
For example, when a relevant website links to certain content published on your blog, this action is very well evaluated by the search engines, leaving the material in evidence.
Digital marketing for small businesses has enabled them to strengthen their relationship with the target audience in an efficient and economical way. Due to the competitiveness of the current market, having qualified professionals and executing the right tools is the great differential to achieve goals and expected results.
Were you convinced of the advantages of starting digital marketing practices to leverage the success of your venture? Take the opportunity to check other details on the topic in our article Everything you need to know about digital marketing and how to do it!