In this context, it is undeniable that digital marketing is becoming more important for companies and brands as a way of getting closer to their target audience.
Online marketing , as it is also known, could be defined as a set of tools that use online media and the Internet to promote products and services.
Among the tools at our disposal we have: e-mail marketing, social networks, SEO (search engine optimization) , content marketing, etc.
Like traditional marketing, digital marketing is based on a fundamental principle: taking our brand to where consumers are.
In this case we are talking about connected users who make purchases online, check news and share on social networks.
Knowing which tools and strategies are appropriate for each brand can be the difference between success and failure.
In addition, digital marketing has an advantage over traditional marketing: it allows us to segment our target audience in detail, something that is impossible to replicate in mass media.
Below, we will tell you the benefits of investing in online marketing and some of the most effective tools at your disposal.
Why invest in digital marketing?
Nowadays, it is difficult to find a company that does not dedicate part of its marketing budget to digital media.
One of the main reasons is the cost-benefit ratio of this type of strategy, since with a smaller amount of money you can give your brand the boost it needs to grow.
On the other hand, digital marketing campaigns have analytics that allow you to see your performance in real time. This way, you can correct what doesn't work on the fly and enhance what connects with your audience.
With the analytics offered by companies like Google or Facebook, you can understand the behavior of your consumers.
Not only in general terms but also how they react to your campaigns or what may be failing in the purchasing process.
You can also test different strategies at the same time and measure your users' responses.
With this data, you can build increasingly personalized campaigns for your clients. In this way, you create valuable relationships with your consumers that will in turn translate into sales.
Remember that it is easier to retain your current customers than to attract new ones in each product cycle.
Digital marketing tools
The term digital marketing covers a wide range of channels and tools that you can use.
Depending on the type of product or service your company offers, you can choose one or the other. The important thing is to know where your audience is in order to choose the best way to reach them.
Some of the most used tools in digital marketing are:
SEM (Search Engine Marketing)
Content Marketing
Social networks
Email Marketing
Affiliate Marketing
For the strategy to work, it is important to combine the different channels to increase the chances of finding your target audience.
SEO
Your website is one of the main tools for your digital marketing strategy , which is why it is important that your customers can find you on search engines (Google, Bing, etc.).
To do this, you can use optimization techniques that help you appear at the top of Google or any other search engine.
Optimizing a page's SEO depends on various technical factors and the quality of the content you are presenting to the user.
Among the techniques used to improve positioning we have: on-page SEO, off-page SEO and technical aspects.
SEM
Search engine marketing is similar to SEO, except you use keywords to buy ads.
When your potential customer searches for products similar to yours, the search engine displays the ads you have invested in.
Both Amazon and Google offer advanced online advertising systems and are capable o telemarketing leads colombia telephone number data f displaying ads to your target audience in an automated manner.
Content Marketing
Woman creating content
As the name suggests, this strategy involves creating and promoting content to attract customers or build brand awareness. It is also a way to create added value for users who visit your website and social media profiles.
The main techniques used are: publishing blog articles, e-books, essays and infographics.
The important thing in this case is that the content is of quality and has interesting information.
Social networks
You can use social media like Facebook, Twitter, Instagram or Linkedin to promote yourself and generate traffic to your website.
It is generally considered a complementary strategy to the digital marketing mix.
Although social media requires more time and effort than other tools, it is important to note that the results you can obtain in the long term usually have a better cost-benefit ratio.
E-mail Marketing
Email Marketing
One of the most effective strategies is email marketing .
If you have a newsletter or a database of your customers, you can communicate directly with them. This allows you to keep them informed of the latest offers available.
However, it is advisable to limit communications of this type to avoid tiring the client.
In addition to newsletters, you can use email to invite people to events and track purchases made by consumers.
Affiliate Marketing
Some sites like Amazon and YouTube offer affiliate programs where users who generate content can earn a commission on sales.
This form of advertising allows you to reach captive audiences who are actively seeking information to purchase one of your products.
Affiliate marketing works very well for niche products as they tend to target specialized audiences with purchasing power.
The digital marketing mix
To create an online strategy for marketing your products or services, you need to know your target audience well, the added value of what you sell, and set measurable goals.
At first, it is advisable to try different strategies and tools until you get the expected results.
Because it represents a smaller investment than traditional marketing, you have greater opportunities to correct mistakes and try new ways to reach your customer.
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