O Marketing Digital é um conjunto de ações que uma empresa executa, nos meios online, que tem o objetivo de criar relacionamentos, atrair novos negócios e desenvolver uma identidade de marca. Entre as suas estratégias, podemos destacar o Inbound Marketing, o Marketing de Conteúdo e o SEO.
With the evolution of technology and increasingly easier access to the internet, consumers have become digital and smartphones have practically become extensions of people's bodies. O Digital marketing, therefore, it stopped being a choice and became a market imposition.
This means that, if you have a business and are not doing digital marketing professionally, you could be missing out on great sales opportunities. In other words, adopting digital marketing in your company has become essential to be successful and gain more competitiveness.
In this text, we will show you how to structure a digital marketing strategy. We will highlight its importance and the best practices for generating the expected results. We will talk about the entire process, from planning to measurement. Curious? So, follow the text!
What are the benefits of structuring a digital marketing strategy?
You are likely aware of the importance of creating and structuring your growth strategy with a focus on digital marketing trends and what already gives great results. Through this methodology, your business has more presence, authority and results. Below, we highlight some of the main benefits of digital marketing. Look!
Build an online presence
Nowadays, when having contact with a company, people immediately look for their website or blog. They want to know more information, see people's comments and ratings and check if the brand has a good reputation in the market. Only after that does the user decide whether to make a purchase or not.
For the company to have a happy ending in life, it is essential that it has a consistent online presence, across different channels, so that consumers can find the brand on the internet. As people are on the web all the time, it is essential that your business is also there, in order to make a presence in the minds of consumers.
To generate engagement with the public
Another advantage of digital marketing is that it allows companies to create lasting relationships with their audience. A big difference is that this methodology allows brands to create relevant content, thus enabling customers to provide answers and interact with brands.
Through this interactivity, the bonds that are created between people and organizations can be very strong. In a market where competition is increasingly aggressive, winning the engagement of the public is essential to obtain better results and establish itself in a scenario of continuous growth.
Earn consumer loyalty
The relationship does not end the moment a sale is completed. Quite the opposite. It is essential that companies continue their relationship with customers, so that they remain loyal. Remember that the famous word of mouth has expanded and, now, online, it can reach many more people.
On the internet, there are several tools so that you don't lose your relationship with customers. Blog content, for example, can continue to nurture a relationship, so that a repurchase is encouraged. In this context, in addition to the possibility of building loyalty, you can gain ambassadors for your brand, that is, customers who defend your company tooth and nail.
Gain authority in the market
Companies that work on digital marketing consistently have a great chance of making their brand become a true authority. Through valuable content, the brand can answer questions, solve problems and meet the needs of its audience.
In this way, she becomes an authority for her audience, who starts to trust her. Furthermore, other audiences — such as media outlets, opinion makers and even competitors — begin to see the company as a reference and begin to mention it in their content.
Segment the audience
Unlike what happens in traditional media, in digital marketing it is possible to speak to a certain audience in a very specific way. It is possible for the company to create the right message and disseminate it to people who are actually interested in that content.
Although the web's potential reach is infinite, one of its biggest differentiators is the power to segment an audience. This segmentation is possible from the user's first contact with the company, through paid media on social networks or Google, for example. This makes the user experience more satisfactory, generating a positive perception of people towards brands.
Achieve long-term results
Digital marketing offers the possibility of promoting the company through paid and organic means. Among organic means, we highlight content marketing and SEO strategies. A blog will never lose, for example, the content published and the reputation it has gained over time.
Um post no blog pode ser acedido anos depois de sua publicação e, assim, gerar mais acessos e conversões. Dessa forma, é importante dizer que uma estratégia bem pensada e desenvolvida possibilita ativos para a marca, que continua a conquistar resultados com os posts ao longo do tempo.
Measure results
Ao contrário do marketing offline, no marketing digital é possível medir os resultados de forma exata e detalhada. Uma vez que a internet permite rastrear os dados dos clientes, é possível saber com total precisão quem exatamente acedeu à sua página, quantas pessoas compraram e qual foi o retorno dos investimentos.
Para tanto, inúmeras métricas estão disponíveis nas redes sociais, através das plataformas de anúncios — como Google Ads e o Facebook Ads — e pelos sistemas de análise de dados — como o Google Analytics.
How to create a digital marketing strategy?
When talking about digital marketing, many managers think that it is a complex strategy. In fact, the results may take a while to appear, but there are several good practices that can be implemented very easily, in addition to little investment of time and resources.
Next, we'll show you the best ways to create a good digital marketing strategy. Follow the next topics and check it out!
Ações no blog ou no site
A great way to implement a digital marketing strategy is to create a website and blog. This way, you can produce relevant articles for your audience, in order to interact with people, build relationships and achieve the expected results.
When writing articles, for example, remember to base the titles on the most searched keywords. This will be very important to leave your company well positioned in searches for the terms that your potential consumers search for on Google. To move forward, you can invest in SEO studies.
Uma outra ideia essencial é incluir CTAs (Calls to Action ou Chamadas para Ação) em todo lugar que conseguir: no site, no blog e em todos os materiais que divulga pela internet. O CTA, como o próprio nome sugere, tem a missão de estimular o usuário a ter algum tipo de ação — como fazer o download de algum material ou realizar uma compra.
Also don't forget to use attractive images in your posts and materials. It is increasingly essential to use photos that catch the attention of your audience so that your brand is more prominent on the internet. Among the different possibilities for image banks, you can use Unsplash or Visual Hunt.
Social media strategies
To the social media, como o nome indica, são espaços para socializar com seus atuais e futuros clientes. Dessa forma, pode aproveitar os conteúdos publicados no seu site ou blog através de chamadas nas redes sociais. Trata-se de uma óptima oportunidade de mais pessoas conhecerem os conteúdos antigos que você produziu.
Another trick is to include links to landing pages in social media posts. You can take advantage of the dissemination capacity of social networks to publish CTAs with a direct link to them. This simple action can boost the number of leads captured.
Additionally, take the opportunity to promote your content to more people. On Facebook, for example, you can boost your publications to reach more people and ensure greater results in the promotion of e-books and even in the sales of your products or services.
Email marketing activities
O e-mail marketing é uma poderosa ferramenta para interagir com seus consumidores. Com ele, pode segmentar suas mensagens, de maneira que as pessoas vejam conteúdos que de facto sejam interessantes para elas. Ao investir na segmentação do seu público, consegue enviar e-mails sobre tópicos que os potenciais ou atuais clientes já demonstraram algum tipo de interesse.
Furthermore, you can also send offers in an exclusive email. Whenever you publish new material for download — such as a webinar or an e-book —, for example, you can send an email so your base can access the content. This practice generates many results than just sending a newsletter, which has several other materials.
Actions to generate conversions
Generate conversions é um objetivo do marketing digital, certo? Elas podem acontecer desde o fecho de uma página, até a concretização de uma venda de um produto ou serviço. Uma das principais ferramentas para gerar conversões são as landing pages, nas quais pode recolher uma grande quantidade de leads.
To make things happen in the best possible way, it is important to simplify the conversion as much as possible. Check that the information on the landing page, for example, is essential and ensure that the user is having a good experience to make conversions. The fewer barriers for the user, the better.
How to structure the digital marketing strategy?
As we said at the beginning of the text, many entrepreneurs think that structuring a digital marketing strategy is extremely complex and that only companies with the team and resources can work with the methodology. Thinking this way is a big mistake. Nowadays, brands of any size can establish themselves in digital marketing in a professional and consistent way.
To structure your strategy, you must first do some planning, so that you clearly know what the company will execute in the most diverse online media. In order to achieve your expected results and achieve your goals, it is essential to determine the objectives you want to achieve.
Um trabalho de marketing digital pode envolver a divulgação da empresa, de um produto ou serviço e outras questões. Por isso, será preciso um norte para que as ações sejam devidamente concretizadas.
For the planning of your structure to be efficient, you need to look inside the company and understand the particularities of the enterprise. Therefore, we will show you the main steps for you to structure your business’s digital marketing strategy. Let's go?
Search
A pesquisa é o primeiro passo para ter uma sólida estrutura de marketing digital. É justamente ela que apontará todos os rumos para as suas ações de comunicação. Nesse primeiro momento, portanto, pode traçar seus objetivos e relacioná-los com as oportunidades que o mercado oferece.
This way, it will be crucial to set goals for your communication and, consequently, you will be able to pursue the desired results. At this stage, you should also consider the scenario in which your brand operates, that is, it is time to discover information about competitors and the ways in which they occupy space on the web.
Once you know how the competition positions itself, it is possible to identify gaps, as well as ensuring that you do not repeat content for your audience. The question of the public, in fact, is paramount, as they need to know who they will be speaking to. Your message will only spread widely if you use language to reach the people your business seeks to impact.
Practice
After carrying out the research, it is time to move on to practice. This is where you will define the channels that will be used in your strategy — always keeping in mind the objectives that were previously established, the target audience and competitor analysis.
Next, it's time to create relevant content, which is essential for a successful digital marketing strategy. Don't forget that it is at this stage that the brand defines what will be disclosed and how the content will reach the company's audience.
To improve this work, always remember to use good Search Engine Optimization (SEO) practices, which is essential for your organization to be found on Google and reach more people.
site
The institutional website is a powerful instrument for companies that want to establish themselves in digital marketing. Firstly, it increases the brand's credibility — after all, when users search for your company, they need to know if the business is trustworthy and serious. Secondly, the website is another channel where people can find your brand.
Furthermore, it is essential that your marketing activities direct users to a channel where they can request your products and services, becoming customers of your company.
Blog
The blog can be considered the home of content marketing. It is an excellent channel in which you communicate with your audience in an exclusive way, without distractions or interference that social networks can cause.
Generally, blogs are very easy to manage and edit, which makes it easier for companies of all sizes to implement a digital marketing strategy in an economical, practical and quick way.
Por fim, os blogs são óptimos para otimizar conteúdos, de forma que melhore seu posicionamento no Google. Isso traz mais visibilidade para o seu negócio e amplia o poder de atracção em relação a atuais e futuros clientes.
Social media
As could be expected, the social media These are essential aspects to achieve previously established objectives. Obviously, it is necessary to pay attention to the particularities of each network. This means that the language used on Facebook is different from that on Instagram and so on.
Furthermore, you need to keep in mind that you need to be on the social network that your user is on. In other words, there is no point being on LinkedIn, for example, if the vast majority of your potential customers only use Facebook, Instagram, and WhatsApp. This understanding is essential to succeed in your strategy.
E-mail marketing
Email is another powerful channel for relating to consumers. Although many people consider it to be something outdated, it is more alive than ever. Just like on social media, it is essential to pay attention to your potential consumers.
From the moment you meet your potential customers, you understand their needs, motivations and desires. From there, you can create messages that are fully aligned with the behaviors and habits of the people you want to turn into buyers of your products or services.
Timeline
Definidos os canais, é essencial ter total atenção à montagem do cronograma. Através dele, é possível realizar um efetivo controle da frequência das actualizações e das distribuições do conteúdo na web, conforme as particularidades do seu público.
O cronograma pode ser feito através de planilhas, mas há ferramentas modernas que otimizam esse processo, como é o caso do OpenProject e do Microsoft Project.
Monitoring
Naturally, it is essential that you monitor all results achieved. This question is related to checking numbers, such as:
- visitors to the website;
- pages with the most hits;
- origins of visits;
- product purchases;
- among other information.
O Google Analytics, por exemplo, é um serviço gratuito que pode ser essencial nessa ação. Através de dados e informações trabalhados em conjunto com o planeamento, basta apenas repensar as ações, de forma que seja eliminado o que dá errado e avance naquilo que traz boas respostas.
How to measure the results achieved?
Medir os resultados do marketing digital é essencial para que a estratégia seja a mais acertada possível. Afinal de contas, os números mostram onde está a errar mais e apontam as direções para corrigir as falhas, que revelam valiosas oportunidades. Para tanto, as métricas são essenciais para identificar se a sua estratégia de marketing digital vale a pena. Abaixo, destacamos as principais.
Return on investment (ROI)
Return on investment (ROI) is one of the most important metrics in any type of business. In digital marketing, it is no different. After all, it is essential that you know the return generated from a specific action. To calculate ROI, simply follow the following formula:
- ROI = revenue obtained – amount invested / amount invested.
Customer Acquisition Cost (CAC)
The Customer Acquisition Cost (CAC) serves to understand how much you should invest to acquire a new consumer. In this case, it is important to include several costs involved, such as team salaries and investments in media. Therefore, you must add up marketing and sales expenses over a given period, comparing with the number of new customers who entered. To calculate CAC:
- CAC = expenses + general marketing and sales investments / number of new consumers in a given period.
Average ticket
The average Ticket is a metric that identifies the amount that each consumer spends, on average, on your company's products or services. If you identify a low average ticket, you can implement strategies to increase it, such as crossselling and upselling. To calculate the average ticket, simply follow the following formula:
- Average monthly ticket = monthly revenue / number of consumers per month.
Cost per lead (CPL)
É um facto que nem todas as ações de marketing digital têm o objetivo de gerar leads. Algumas empresas arriscam vender, por exemplo, sem estabelecer uma efetiva relação com os clientes.
However, interaction with potential consumers is increasingly essential for the company's results. A high Cost Per Lead (CPL), for example, indicates that lead-to-buyer conversions are optimal. Therefore, the lower the CPL, the better. To calculate it:
- CPL = Overall investment in the campaign / number of leads generated.
So, what did you think of these ideas? We hope that this guide aimed at structuring a digital marketing strategy will be essential to gain more presence, authority and results.
As we have seen throughout the text, digital marketing is a democratic strategy and can be applied in e-commerce, physical retail, industry and wherever you want, in businesses of all sizes. With patience, commitment and focus it is possible to achieve surprising results. If you want to delve deeper into the topic, it may be interesting to look for a complete digital marketing course.
If you think this content will be useful to other companies, share it on your social networks. You may think that you will be delivering valuable information to the competition — and that can happen — but, as more companies become more professional, more opportunities open up in the market. In other words, at the end of the day, everyone wins and excels in their business.
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