Do they talk to you about digital marketing, online marketing, digital marketing and you don’t understand anything? Do not worry, here you will find everything you need to know about digital marketing and how you can implement it in your company to choose the strategies that best work to sell online.
Maybe you are thinking that digital marketing is full of many terms and technicalities that are difficult to understand, and you feel a little overwhelmed or overwhelmed and you prefer to procrastinate and leave the subject for later, right?
Do not worry! For this reason, we have written this complete guide to digital marketing where you will learn all the different strategies on:
- The different types of digital marketing strategies that exist
- The most common terms of online marketing
- All about digital advertising
- Types of social networks
- Social media strategies
- Search engine optimization or SEO
- Even how to make a digital marketing plan
- Digital marketing trends
- And much more
What is the digital marketing?
Digital marketing, also known as online marketing or digital marketing is basically the use of online strategies to give visibility and promote a business through different digital platforms on the internet . In other words, put yourself in front of your potential buyers.
Marketing 2.0 includes all strategies for promoting, attracting and generating sales through the internet. In this way, having a great reach, you will effectively reach potential customers to whom you can sell your products or services. Doesn’t that sound great to you?
Origin of digital marketing or digital marketing
Initially, Web 1.0 emerged, where Internet users could only limit themselves to searching for information and storing it. Therefore, those in control were the owners of websites and pages. However, there the foundations of digital marketing were laid , since you could promote your business on the internet.
Although, it wasn’t until 1993 and 2000 that digital marketing got its official recognition. Well, at this point, the advances of the most popular companies allowed interaction and communication between users and businesses.
In this way, it opens the way to web 2.0, a two-way digital communication environment (Internet users and companies create and share information). However, some consider that today there is a web 3.0 and 4.0.
Types of Digital Marketing
To get the most out of your digital marketing strategies you must know the different types of online marketing that exist. Below we will explain each one, classified according to their focus and purpose. Without further ado, we will talk about 5 types of digital marketing that cannot be missed to achieve your business objectives.
It focuses on creating and disseminating valuable content for an audience and thus, gain authority and trust from them. Therefore, your goal with content marketing is to provide valuable information in the investigative process that people carry out before making a purchase.
It is a philosophy for marketing, some call it the evolution of digital marketing . This methodology puts the customer at the center and is responsible for understanding the way in which consumers buy. Then strategies are implemented to attract and accompany them throughout their purchase process and turn them into customers and promoters of your company.
This type of marketing aims to create and strengthen a relationship with your clients . So, in addition to having a quality product or service, you have to provide an unforgettable experience to each client.
Focused on fostering conversations between the brand and the user to drive sales and deliver an effective message to customers. At the same time, it aims to automate communication to facilitate interaction.
It is based on asking your prospect or client for permission to send him information from the company. That way you are not intrusive and avoid SPAM. On the other hand, when a customer agrees to receive content, he shows interest and is more likely to read it.
In this article we delve more into the different types of digital marketing that exist and how you can get the most out of your strategies.
Main strategies of digital marketing
The digital marketing strategies are a set of digital tactics that will help the company achieve its business objectives through internet.
As a marketing professional you must know the main online marketing strategies to implement the ones that will give the company the best results.
Next, we tell you the main strategies that are applied in digital marketing.
Inbound is a type of marketing but also a strategy. It is based on creating a pleasant experience for each person who approaches your brand to add value in each interaction and turn it into a customer.
Attraction marketing is characterized by developing in 4 stages throughout its process:
Attract strangers with relevant information.
Turn visitors of your content into leads.
Close new sales and obtain clients for the company.
Delight your customers and build loyalty to the brand.
It is a strategy focused on creating and distributing valuable content to attract an audience. It should be clarified that when referring to valuable content, it is about sharing information that helps solve or solve a problem that our target audience has.
Thanks to platforms like Google, Youtube and others, people can find your content and thus discover the brand . This means that if you want to apply this online marketing strategy, you should focus primarily on the consumer.
A good content strategy should identify which topics are the most searched for on the internet by the people you want to reach.
As you can see, content marketing aims to deliver high-value content to an audience. Well, the purpose of this is to build trust and establish a relationship with the user who finds your content on the internet.
Search Engine Optimization (SEO)
The search engine optimization is the process of optimizing your website for search engines crawl your site. In this way, Google, Bing or Yahoo, index the information on your pages and show it to the public.
The objective of SEO is to position your pages at the top of the search results and thus receive a large number of visits from a target audience.
The main tasks of the SEO specialist are aimed at improving two aspects of your website: authority and relevance. In addition, the actions for search engine optimization are divided into two:
- SEO On-Page (within your site)
- SEO Off page (off your site)
The digital advertising is one in which used platforms on internet advertising to fulfill its advocacy role. However, unlike traditional advertising, it is characterized by:
- Be easy to create and implement, since you only need a network connection to access the platforms.
- You can see accurate data about the performance of the ads (impressions, clicks, etc.).
- It is flexible and adapts to the needs of your business.
In digital marketing you will find different ways in which you can promote your company . Choosing between one and the other will depend on; the budget, the content you want to share and the goals you want to achieve.
Let’s see below some types of digital advertising with which you can promote your business:
SEM stands for Search Engine Marketing or Search Engine Marketing. When we talk about SEM, we are referring to the ad campaigns that are carried out in search engines . It is the same search engines that provide us with their platforms to carry out such payment campaigns .
It is a form of online advertising that is integrated with the content of the web. Therefore, it is not intrusive and does not hinder navigation.
Advertising on social networks
You can also advertise on social networks where the ads are mixed with the content that users watch. However, it depends on the platform you choose to create one or another type of message.
Marketing in social networks
When we talk about marketing in social networks we refer to all the activities and strategies that are carried out through social media platforms such as: facebook, instagram, twitter, LinkedIn, among others, in order to make your brand known to a target audiences.
Your company can use social networks to sell more, but be careful! These social channels are basically a medium where people seek to socialize, entertain and interact with other people, they are not looking for someone to buy from.
In this article we explain better how to make a strategy in social networks to sell more .
However, the main focus of social media marketing is to build communities around your brand , and spread your message so that it is shared and viralized in order to amplify your reach.
Let’s see below which are the social networks where you should have a digital presence:
It is the number one network in the world, and its options allow you to have a company page. In addition, its functions allow you to distribute and promote content. Being on Facebook is essential to increase the visibility of your brand.
In its beginnings it was not considered as a social network, rather it was treated as a “Google of videos”. However, its current features allow creators and people to interact. One of its advantages is that you can position your videos and receive visits over time.
Instagram belongs to Facebook and has grown rapidly compared to the others. It is a platform designed to generate impact with visual content. In it you can share ephemeral moments and use hashtags to generate a great reach.
A social network for professionals, aimed at the business world and business. It is a great option for networking and establishing business relationships. Highly recommended if you are an executive and are looking for strategic alliances with other organizations. Or if in such a case your target audience is B2B (Business to Business) you can connect with decision makers.
The quintessential medium for spreading news and updates. On Twitter the content is very short, but you can develop targeted strategies for customer service.
Snapchat is a mobile messaging application for smartphones. Considered a social network for sending and spreading images and messages for a certain time. That is, the messages disappear.
Snapchat is a social network that has been very well received by the public. Therefore, at the company level it is an opportunity to offer exclusive content to users.
It is a communication strategy that uses email to establish direct communication with each prospect or customer in a database.
We can consider email marketing as a comprehensive strategy for your brand , because through it you not only acquire customers.
You can also automate functions of the support team, and develop loyalty programs. Of course, to implement it you will need an email marketing tool that allows automated sending of emails.
Types of email for your campaigns
There are different types of emails that you can send in your email marketing campaigns . Each type of email will depend on the objectives you have set and the intention you have with your contact base. Let’s see some types of email marketing that you can use in your strategies.
- Informational emails
- Nutrition emails
- Promotional emails
- Transactional emails
As you can see, email marketing goes beyond sending emails without any context to a contact base. You must plan your strategy and measure the results to evaluate what you can improve.
Advantages of Digital Marketing or Online Marketing
Deciding to implement digital marketing in your company is an opportunity to expand your business.
However, there are other advantages that make online marketing a means of achieving business goals.
Measure your strategies in real time
Have you ever wondered how you can measure the results of a campaign on radio, TV, magazines or billboards? well, it is almost impossible, also, when you already have the results report, and at full speed and there is no time to adjust any action.
In digital marketing everything can be measured thanks to the sophisticated tools used. You can measure from the click of a publication, visits to the website, to the sale of a product in a virtual store.
Measuring the performance of your online marketing actions will allow you to make decisions in real time and adjust your strategies so that they have better results.
Cheaper than other means
Implementing and developing digital marketing strategies is cheaper than advertising on television, radio, or print media. Of course, as your company grows and your campaigns become more complex, the investment will be greater. This means that you can adapt each strategy to the situation and budget of your brand.
Better segment your audience
The digital marketing tools will allow increased exposure towards people who need to reach. The platforms collect data on the activity and behavior of users on the internet.
You must analyze this information called «data» and thus develop more assertive communication . For example, with online advertising you can choose which cities or people to show your ads to. So, you can create a message that suits their needs and problems.
Have a community around your brand
When people interact with your content and feel identified with the company, a community is created. These internet communities help spread the image of the company and its information to reach other people.
In addition, a community transmits trust and support to those who are meeting your brand for the first time.
Each strategy and tactic can be adapted to the situation of your clients. This means that digital marketing can be applied to deliver the right message, to the right person at the right time.
Digital Marketing Glossary
Do you think that digital marketing is full of concepts and technicalities? Well you’re not wrong! And you can get overwhelmed with all the terminology that exists in the world of digital marketing.
But you need to know this terminology to understand how digital marketing works . Let’s see some concepts below:
In Spanish, “website”, and it is no more, is a virtual place on the internet that stores content about your company, products and services. It’s that simple.
When you start with digital marketing and want to increase the reach of your company to reach new customers, the first thing you have to invest in is the design and development of a website.
A lead represents someone who has gone from being an unknown user on your website to being a contact in your database. In other words, you acquire their contact information because they have been left on a registration form in exchange for information about your products and services.
It is the material and the promise of value that you announce in order to attract leads. The lead magnet is what you deliver in exchange for your data (ebooks, technical guides, reports, etc.).
CTA (Call to Action)
It is a button, image, text or hyperlink that invites those who read it to take a certain action. Therefore, it is an essential element to take the client through the different stages of the buyer’s journey.
Also called a capture page, it is a page designed to convert visitors into leads. It is the website that contains the form and the value proposition (lead magnet).
In digital marketing, it refers to getting a user to perform a certain action. For example, a visitor becomes a lead or a follower becomes a customer.
It is the process designed to convert visitors to your website into clients. The funnel is used to refer to the number of people at each stage. Well, as you progress, users decrease.
Lead nurturing or lead cultivation is a technique used for maturing and nurturing cold leads in a business. In addition, it is responsible for retaining those who are already customers and encouraging them to buy back.
Lead scoring is a marketing automation technique that is in charge of classifying your contacts according to their profile and the level of interest in your products or services. The purpose of lead scoring is to help you prioritize those leads that are already ready for a purchase.
How to implement a Digital Marketing strategy?
Implementing a digital marketing strategy in your company requires skills and knowledge. Therefore, having the support of a team of professionals in digital marketing is essential. Some of the professional profiles you need to develop a digital marketing project are:
Web designer and developer
There are other profiles with different specialties, but this will depend on the size of the project and the budget.
Now, to have this team of professionals, you have two alternatives:
1. Hire an in-house team (within the company). However, you must have a high budget to pay your payroll. In addition, it is important to know that you must wait for the team to adapt and start generating the expected results.
2. Hire an agency specialized in digital marketing . Many companies choose this option, since hiring a digital strategy service is more favorable for their budget versus having a payroll. The agency has the experience and professionals to develop digital marketing projects . Thus, the delivery of results is faster than the first option.
Now that you know the type of professionals and specialists you need, let’s start with the necessary steps to implement a digital marketing strategy in your company:
1. Define the Buyer Persona
The first step in your digital marketing strategy is to define your buyer persona, for this you must interview your current or potential clients.
But, you will wonder what is the ideal buyer person or client? It is a semi-real representation, so you must include all its characteristics. To consolidate it, consider the following:
- What did you study or what was your preparation?
- What is your job role?
- What are your goals?
- What are your problems?
2. Identify and define communication channels
What media is your ideal buyer in? Where can you get their attention? It is vital to have a web page with a blog where you publish educational content. In addition, create the necessary social profiles, that is, where you can really interact with your buyer persona. On the other hand, establish which channels you will communicate with: e-mail, text message, etc.
3. Create a content offer or lead magnet
Now, you must arouse the interest of users with a value proposition. This material is usually free and can be an ebook, video, guide or mini-course. The main characteristic of your lead magnet is that it must help solve a problem that your customers have.
4. Design a landing page or capture page
Create the capture page, define the questions that will have a form where users will leave their data. Add visual and textual elements that explain and persuade the user to obtain the lead magnet.
5. Create a strategy to drive traffic to the website
When we talk about traffic, we refer to the number of visits your website receives. Just creating it does not mean that users immediately come. Therefore you need to design a strategy that attracts people and discover your content offer.
6. Design an email marketing strategy
When users deposit their data, the delivery of your material must be immediate. But you cannot stop communication, you need to design and create messages to strengthen the relationship with your contact base. In this way, you will get your prospect to advance in each stage of the sales funnel and finally you can turn him into a customer.
In this post we teach you how to make a digital marketing strategy step by step so that you have excellent results.
How to make a Digital Marketing plan?
Many companies launch digital marketing by creating profiles on social networks, investing in digital guidelines, creating content on a blog without a clear purpose. All this will end in a waste of time and money.
Before launching all the actions, you need a digital marketing plan . That is why we list below what this document should contain.
1. You must have a defined business model
A business model is a pre-business plan tool. It consists of clearly defining what you are going to offer your customers, how you are going to do it, who you are going to sell it to, how you are going to sell it to them and how you are going to generate income. If you don’t have a business model defined, you can use the Model Business Canvas tool.
2. Make a preliminary analysis of your business
Does your business already have a website? Have you created your company’s social networks? It is necessary to know what elements you have to start in digital marketing. Here you can do a SWOT analysis to assess the current situation of the business and the business environment.
3. Identify your Buyer Persona
Take into account your buyer persona and all the features that characterize him. Remember that from this representation, you will be able to design highly personalized strategies to attract your ideal buyer.
4. Define your marketing objectives
You need to know where you want to go and to achieve this, the best way is to set smart goals. Take the time to create specific, relevant, realistic, and measurable goals.
5. KPI´s to measure your objectives
KPI’s are the key performance indicators to know if our strategy is giving results. You can interpret it as each data or figure that allows you to show the result of the actions performed. For example, visits to the website, number of leads, number of prospects, number of sales, among others.
6. Define your strategies
Choose the most appropriate strategy to increase web traffic, capture leads and establish communication with them to convert them into customers.
7. Assign a marketing budget
How much money do you plan to spend to achieve these goals? To define a digital marketing budget , you must analyze the complexity of the strategy and the needs of the project (personnel, platforms, advertising). One recommendation is that the marketing budget should be defined based on the expected growth of the company.
8. Choose the social networks where you will have a presence
Research what information your audience prefers and on which social networks this information triumphs.
9. Select the marketing tools you will use
There are different platforms on the market, their choice will depend on your strategy. Some are paid and will represent a cost, however, you should see it as an investment, remember that they will save you time.
10. Analysis plan
All digital marketing actions must be measured to know if you are really meeting your goals. For this, use the data that each platform returns and analyze it. It also defines how often you will evaluate the performance of the campaigns.
Digital Marketing Tools
There are different digital marketing tools with different purposes. The choice of one or the other will depend on the complexity of your project. Below we mention the most popular and functional for your online marketing strategy.
Tools to do SEO
These tools provide you with information to optimize your website and achieve greater visibility on search engine results pages. Some SEO tools are:
Keyword search tools
Keywords are those terms that people use to search the internet. If your website contains them, they are more likely to be found in search results.
Therefore, researching and including these keywords or keywords on your website is vital to guarantee organic traffic. Some of the tools that you can use in this task are:
- Google Trends
- Google Keyword Planner
Tools for technical SEO
It is the area of SEO that is mostly done by a web developer. It focuses on modifying aspects such as the source code, configuration and server options. Here we find:
- Screaming frog
- Moz Bar
Tools for backlink analysis
Backlinks are hyperlinks that other sites create to yours, usually for reference. When a highly authoritative website creates one, Google recognizes it as a vote of confidence. However, when the opposite occurs, these links can affect positioning. These tools help you monitor backlinks:
- Google Search Console
- Majestic SEO
These platforms allow you to evaluate the data and verify the performance of your digital marketing strategy.
They are focused on informing about the interaction of users with your website.
Google Analytics Collect the behavior of users on your website. For example, number of visits, where they come from, most viewed pages, among others.
Search Console Their goal is to inform you about the performance of your site on the results pages.
Monitoring what your competition does is important in digital marketing. So find new opportunities in the market. You can even learn a tactic and adapt it to your business.
- Similar web
Tools to manage social networks
They are platforms that allow you to manage social networks from one place . It should be noted that they all fulfill similar automation tasks. These are the most popular and best rated tools.
With these tools, you can automate tasks, connect and coordinate applications, carry out tests on your website, create landing pages, carry out email marketing campaigns, manage social networks, in addition to automating the execution of your online marketing strategies from a only place.
Some of the most popular marketing automation software are:
- RD Station
- Active Campaign
These tools allow you to perform the graphic design part, edit the images that we publish on social networks and your website. Some more popular tools are:
Email Marketing Tools
They are intended for the mass sending of emails. We can find some like:
- Mailer Lite
Digital Marketing Trends for 2020
Follow these digital marketing trends closely , this way you can focus your efforts on strategies that will give results. Consider what you consider necessary in your online marketing plan for 2019 .
- Chatbots : automating communication with your customers reduces expenses in the support area. In addition, your client is happy to receive an agile and effective response.
- Video marketing : multimedia content favors interaction with the user. The video complements your message and generates interaction with users.
- Voice searches : More and more people use voice commands to make searches on search engines. Understanding how to adapt your keywords will be essential to improve your organic positioning.
- Mobile first : 52% of global traffic comes from mobile devices . Therefore, all content and design has to be thought of so that it can be viewed without problems on these devices.
- Influencer Marketing : The objective of companies is to generate engagement with influencer campaigns. You can no longer be guided by vanity metrics like “followers or likes”. You should focus on analyzing the impact you can achieve.
The new 4Ps of digital marketing
The ability to create unique marketing strategies derives from the mix of creativity with elements considered fundamental in traditional marketing, such as: product, price, promotion and place, forming the so-called “4 P” of marketing .
However, the digital age has brought us to the gaming table the “ 4 new P’s ” that are helping to optimize all marketing processes. There are even those who talk about the 8 Ps of marketing .
The process is the set of operations that are performed to carry out a plan. Digital marketing has allowed us to create much more integrated processes , which translates into optimization of resources and obtaining better results.
Data and digital tools are other elements that help improve processes, since they offer very relevant information that serves to generate changes and improvements throughout the organization.
By putting the right people in your company in front of your customers, you ensure that trained and trusted people will perform better.
If you inspire them, educate them and offer them all the tools to optimize their processes, over time, this will naturally generate quality employees, and in turn, quality results for all your clients.
The presence of the brand are all the tests and evidences that make up its reputation. Through all the information that is found about your company on the Internet, users are generating an image or perception of your brand.
Given this, presence can be built through its own digital channels, such as the website, but a good reputation is also built through the opinion of your customers, and their perception of your products or services.
Productivity is the last key element, but it resides most of the success of companies today.
Since constantly monitoring the results of each of the operations will allow you to make decisions that increase productivity and minimize errors.
Optimizing resources or reducing acquisition costs for each client can be well defined objectives that aim to improve the productivity of your strategies.
Digital Marketing Agencies
The digital marketing agencies are companies that specialize in providing solutions to other companies to boost growth and profitability. So the first step in the process of working with an agency is that they first understand your needs.
The better you can describe the needs of your business in terms of website, advertising, social networks, graphic design, among others, the more successful the proposals that a digital marketing agency will be able to offer you.
You must also understand your budget and what you are willing to invest, understanding that the return on investment (ROI) is the best way to measure the effectiveness of the money invested in each of the strategies.
With traditional marketing, companies made large investments in advertising without having a clue of its effectiveness. Current tools allow agencies to monitor and obtain real-time data to provide detailed and accurate information for decision making.
In itself, a successful digital marketing agency should offer you:
- Personalized attention, conversations and meetings before hiring.
- Constant advice throughout the process.
- Approach of a concrete and solid strategy.
- Generation of effective actions and campaigns.
- Information monitoring and presentation of results.
In short, a good agency will be able to offer you multiple solutions, which, both individually and integrated, will begin to generate positive results. Mainly in the marketing area, but this success will spread to the rest of the departments, especially influencing sales.
If your company’s goal is to grow and expand to other markets, seriously consider digital marketing as part of your strategies to generate a competitive advantage .
Keep in mind that if you do not have the time and resources to structure an exclusive department for digital marketing in the company , you have the option of working with a digital marketing agency who will be in charge of developing the digital strategies that your company needs.
Now that you know everything about digital marketing and how to implement it in your company, we invite you to take the next step, and start developing your digital marketing plan to make your company more competitive.