Today, more than ever, it is essential to have a presence in the digital world, especially if you are an entrepreneur with a growing company. As digital is such a vast medium, it is necessary to create opportunities to stand out and sell more. Digital marketing strategies are the key to reaching future consumers and retaining them as customers of our products or services. Aaron Rodriguez, a business optimization expert, explains how SMEs can create different plans to introduce effective digital marketing.
Digital marketing has revolutionized the ways we have to approach our target audience or target, through the use of the tools that the Internet gives us as social networks, blogs, websites, e-commerce sites, etc.
It has also modified and diversified consumer behavior. “The concept of strategy can be defined as a set of coordinated actions to achieve one or more specific objectives. When we start creating a digital marketing strategy, we are generating a process to satisfy the customer in their needs or desires,” Rodriguez explains.
In this sense, a digital marketing strategy allows us to define how to approach our market, aligning all the activities and goals we want to achieve through the Internet. It is necessary to develop a digital marketing strategy for our company since we would have in our hands a navigation chart that clearly defines where we want to go, what we must do to achieve it, and how much money we are going to invest in it.
“A digital marketing strategy depends mainly on the objectives and the budget,” Rodriguez stresses. “In other words, what we want to achieve and the speed at which we want to achieve it. This will direct our marketing budget to where it will have the greatest impact.”
Another reason to create a marketing strategy is the possibility we have to know our ideal customers, to be able to meet their needs and exceed the expectations of our current and prospective customers.
Not having one leads us to perform actions without a clear plan and these actions may not be as effective as we expect. Or, if the actions work and the business grows, we will be unable to scale them to maintain and sustain constant growth.
Every strategy is different; there is no template that says exactly how to do one since every business is different and so is the behavior of its customers. However, there are essential elements that are present in almost every digital marketing strategy we find today.
“The first is information, yes, as much information as possible about our target audience or target, including demographic data and what we consider relevant according to the area in which our business is. The more we know about our target, the more effective our marketing strategy will be. Likewise, we must have all the information about our brand complete, clear, and organized,” says Rodriguez.
Goals and objectives are great tools to avoid deviating from the route we have traced. It is very important to know what we want to achieve, in terms of marketing and sales, as this will allow us to know which strategy best suits our needs.
A conversion funnel is a “virtual machine” that takes visitors to our digital channels along the path to purchase. In other words, it is a carefully designed route that guides users through the different stages they have to go through to meet a goal determined by our marketing strategy.
This tool is essential since it is not enough to use the different digital marketing platforms but adapt them to what the customer really wants. It also helps us to understand what exactly we must optimize to obtain better results.
When it comes to designing and carrying out a digital marketing strategy, it is important to be able to count on expert human resources to carry out all the necessary steps to achieve success in the search for the growth of our business through the Internet, in addition to working so that this growth is sustainable and constant over time.
“As you can see, a digital marketing strategy requires an investment of human and financial resources,” Rodriguez asserts. “To develop one, you can learn in courses, hire an agency or create an in-house department. But no matter the size of the department, you’re always going to need money to invest in advertising and buying software.”