WHAT IS DIGITAL MARKETING, ITS IMPORTANCE AND MAIN STRATEGIES + VIDEOS

Add caption

what is the digital marketing?

The  digital marketing or online marketing  has other meanings widely used, such as:  marketing 2.0 , Internet marketing, cyber marketing or Cyber marketing. T and we will help you understand what it is and how it can help your business goals. The  online marketing  has the same goal as the offline or traditional marketing, only using new technologies and network. It is a system that allows the advertiser's products or services to be promoted online, through platforms and tools in a strategic way and aligned with the company's general marketing strategy  

4 important factors to launch a Digital Marketing campaign

Do you want to launch an online marketing campaign   and don't know where to start? Here we leave you the 4 essential points that your brand has to take into account before spending the marketing budget. Although if you are in the hands of an online marketing agency, they will be in charge of advising you correctly. How we do at Cyberclick.

Usability . 

The website or landing page on which the brand's service or product is promoted must be highly efficient. Its usability has to facilitate the conversion to purchase and not vice versa, that is to say, be very intuitive. If the abandonment rate shoots up, it will be necessary to review the usability of a page and its design.

Template or graphic design. 

The expression "buy through the eyes" goes directly into this section and gives it meaning. We are a visual species, for this reason the design of the page that promotes the product or service must be very attractive on a visual level and what is being sold must stand out above the other components of the page. Look for everything to be clear, simple, direct, attractive and avoid extravagances. Seek to make the final consumer fall in love with everything you develop within your digital marketing strategy .

Search engines.

 These platforms or websites are in charge of putting order to all the information that exists on the internet, indexing it and facilitating searches for users. How can you integrate them into your online marketing strategy? In 2 ways: through SEO and SEM. The first concept refers to the organic or natural positioning of your product or service website and the second point is to appear in the paid results (also called pay per click, PPC, or promoted ads).

Promotion actions. 

The Internet offers you exclusive channels to carry out your digital marketing actions, such as: Social Ads or advertising on social networks (Facebook, Twitter, Instagram or LinkedIn),  branded content  or  content marketing  (blogs and online media) ,  email marketing , mobile apps or applications or digital advertising (banners).

How to create a digital marketing plan?

The environment.

  Thoroughly study the market and the competition before starting the strategy.

Audience . 

Be very clear about who we are addressing, to be able to define the target well and create the appropriate segmentations of the audience in order to have a good impact of the ads.

Objectives .

 What do we want to achieve? Align online objectives with those of the business.

Strategy . 

The digital marketing strategy gives us a global vision of the actions, but we have to dress them with a creativity that takes our message far.

Sales  

Define the steps for the online user to become a customer, taking into account the conversion funnel and the Buyer Journey. Make the road easy, it will increase conversions!

Loyalty.  

Getting a new customer is difficult, but also keeping the ones you already have. Make them be faithful to you for a long time.

Budget. 

Spread the budget between different channels, always thinking about where we will achieve the most impact among our audience.

Technology. 

 The online environment offers many tools. Use them and make the most of your budget. We are entering the era of Tech Marketing and we must keep it in mind when creating our online marketing strategy  .

KPIs.  Define well your metrics or performance indicators (kpi's). This way you will be able to measure how the actions evolve and modify them in real time if any variable does not meet your expectations. It is about being able to optimize the campaign to the maximum at all times, without substantial losses in the budget and ensuring that it gives the best return, with an adjusted cost.

Conclusions.  Metrics + results = being able to draw conclusions. Thus you can constantly improve your marketing strategy.

Implementation of an Online Marketing strategy

We have already looked at the previous points and we have them controlled. But how do we continue?

Now it's time to implement the digital marketing strategy  . Of course, do not forget to define your objective, the segmentation of the audience you want to attack and the budget that you will have.

From here we are going to carry out these steps: 

1. Have a website

If you already have a web page or landing page, at Cyberclick we help you optimize it to improve all its parts, such as the text, the accompanying images, the form, the way to highlight the product or service and the order of the entire interface. In addition to improving the design. In the event that the advertiser has not yet created it, then it can be done from scratch, according to the needs or requirements of the advertiser, and also contributing our experience and knowledge. Let us think that it is the place where the visitor will arrive and where we want to make him our client or obtain some type of information or action from him. For this reason, the site must be intuitive, attractive and very easy to use, to facilitate conversion according to the rules of  online marketing .

2. Drive traffic to the page

This is where the implementation of the online marketing campaign enters fully. The actions and channels and the budget to be allocated to each of these parameters have been very well defined. The moment the ads are activated, traffic will begin to reach the website that we have created. Being specialized in attracting traffic and performing  marketing performance, we assure our clients of minimum results in the set objectives.

3. Use search engine optimization

When we design the texts for the landing page or the website, we always do it with an SEO mentality, highlighting the key keywords that will position us in natural searches that will attract potential visitors, interested in our product or service. Although there is also SEM, promoted ads, another of the actions that can be interesting to develop in the online marketing strategy. Google or Yahoo can be essential in certain campaigns to achieve sales in some market sectors.

4. Social media

Human beings are a social special and we love to be in contact with other specimens. This phrase sounds very scientific and analytical, but this is how digital marketing should be  . Based on measurable or studyable parameters. So, if we like to socialize, the success that social networks have had in the last decade is natural. If the majority of users are on Facebook, Twitter, Instagram or LinkedIn, companies must also be connected, with their own profiles and with online marketing actions   in Social Ads .

You know, if you want to have the best results in your digital marketing investment, do not hesitate to follow all these steps and ask us for help.

The value of listening to your audience

Empathy is a true "super power" that allows people and brands to stand out and be remembered in the midst of noise.

Oprah Winfrey, the famous American presenter and interviewer, once stated that she had spoken with more than 30,000 people throughout her career and that they all wanted the same thing: to be heard. It is a universal human need: few things make us feel better than to feel that we are being paid attention, that what we say matters.

So being a truly customer-oriented company goes way beyond just answering the phone nicely. It is not only giving an unbeatable service (although this is essential), but also and above all taking that extra step that shows that behind the company and its digital marketing there are people capable of listening to the audience.

In the end, this empathy and listening skills not only help us connect with the customer on an emotional level, but also have clear advantages for the business.

1 # First,

 listening to customers will give us the ability to understand their needs . Behind any marketing strategy , there is a very simple truth: people look for products and services to meet their needs and thus improve their lives. It is drawer that in order to satisfy these needs, we first need to know what they are ... and that is not always easy. " What do customers want? " Is one of the big questions in marketing . As you may have already guessed, the easiest way to find out is ... to listen to them!You should not only pay attention to all the comments that they send you through your digital marketing channels, but also proactively seek their opinions. It doesn't matter if you do it through online surveys, phone calls or even visits in person, what matters is that you reach out to your customers to find out what they think of you.

2 # Second, 

listening to the audience will help you know what they think of the competition . Another of the great truths of marketing is that consumers have different choices when buying a product or service. Your brand is just one option among many, so to position it correctly, you need to know what users think of your competition. Fortunately, today users openly share their experiences about products and services on the Internet. Take the time to research what other brands are saying and what their strengths and weaknesses are.

3 # And last

 but not least, listening to your audience can help you guess their future needs . Here's the jump between brands that are limited to "comply" and those that border on genius. The consumer does not know what he needs because he is not yet able to imagine products and services that he has never seen before. A good marketer is able to use his imagination for him to anticipate his needs, but for this you must first know him thoroughly. The star example of this ability is Steve Jobs, who managed to take Apple to the top by launching never-before-seen products, such as the iPhone. From him we can learn that a good marketer is one who does not conform, but goes one step further to invent the wheel anew.

Of course, 

there is one thing that you must keep in mind, and that is that to really listen to your audience, you have to be willing to change . It is useless if you agree with them if you do not incorporate their contributions later. Sometimes it can be hard to take criticism with a positive attitude, but the end result will be beneficial for you and your brand.

5 tools to get to know your customers better

Without a doubt, the first step to listening to your audience is to pay attention when they address you (and always respond to them!). But don't stop there: get out of your own digital marketing channels or dig deep into your stats to learn more about what your customers are like, what they want, think and feel. These 6 tools will help you along the way.

1 # YouTube Analytics

Confess: how long have you not taken a deep look at your YouTube analytics? If you're like most marketers, you probably overlook this resource, but you can get a ton of information about your audience here.

To find out more about who watches your videos, click on the demographics tab. Here you can find information about the gender, location and age of your audience. Does it respond to what you expected, or have you been surprised? Maybe you can use this data to better define your buyer persona.

Another very interesting section is the retention ratio, which shows the average time that users spend watching your videos and when they abandon them. If it's below 25%, it's time to rethink your content strategy and make shorter videos.

2 # Facebook Audience Insights

Unlike YouTube analytics, Facebook analytics are usually known and used by most marketers. But it may not have occurred to you to use them as a means to find out more about your customers and not just to measure the "health" of your Facebook page.

To see statistics on the people connected to your page, go to the Facebook Ads tool and click Tools. You'll find this option in the drop-down menu at the top right.

Once here, you will be able to see data on the age and gender of your audience, location, educational level, sentimental status and even profession.

3 # Google Consumer Surveys

Accessible market research is here thanks to Google Consumer Surveys. You just have to specify the demographics of your audience (age, location, family structure, income ...) and configure your questions. In a matter of days, you will have a lot of answers that will help you to get a much more precise idea of ​​what your audience is looking for.

Google Surveys is a paid service, but its cost is quite inexpensive (starting at 10 cents per answer). With the right questions, the investment is sure to be worth it.

4 # Google Trends

Cotton does not deceive ... and Google searches, neither. If you need to refine more about the topics of interest to your audience, Google Trends can give you a cable.

This tool shows in a simple and very graphic way the interest in a specific term over time. For example, if your brand is a travel search engine, you may want to compare different destinations to see which ones are more fashionable this year.

To be more precise, you can investigate the related searches option. If in the previous example you discovered that traveling to Thailand is fashionable, here you could find different cities or searches like "traveling to Thailand with children". All this will help you better understand what your audience is looking for from a travel page.

5 # Google Analytics

Google Analytics is that tool that everyone uses, but very few take advantage of its true potential.

By combining Google Analytics with Webmaster Tools, you will be able to see in detail what are the keywords that users use to find your site, which can give you ideas about what they expect from your brand. Another highly recommended option is to configure your conversion funnel (with the different pages that a user travels before the purchase) and analyze at which points there are more abandonments and why.

15 signs your digital marketing needs to improve

You don't follow a documented marketing strategy. 

Are you marketing based on what seems most appropriate at all times? If so, you have a lot to gain by stopping to come up with a quarterly or annual plan and setting up a series of regular checks to see if you are achieving your goals. I guarantee that you will be much more effective that way.

You haven't looked at your page's analytics for a long time .

 It is not enough to have a plan, you also need to make sure it works. In the world of digital marketing, information is power, and that information is in the analytics of your website and your social networks. Review them regularly and correct the course if necessary.

You think email marketing is out of date. Error! Emails are still one of the most effective resources in online marketing. What is out of date is sending massive emails, little visual and not personalized. Apply marketing automation to your email strategy and dare to be creative.

You haven't discovered inbound marketing yet . If you still believe that banners are the only way to advertise online, inbound marketing may be a pleasant surprise for you. And is that with this strategy you do not have to go "hunting" your potential customers, but they themselves will be the ones who come to you.

Your content is not interesting. 

Did you know that most of the content posted online attracts little or no attention? According to Moz, 75% of the content does not have a single link to it and 50% have two interactions or less on Facebook. If you want to make yourself heard, you will have to dedicate the time and resources necessary to create quality content.

You only use social media to promote your blog . 

Brand profiles on social networks can give a great boost to your digital marketing, but only if you know how to take advantage of them. It's not about promoting your own content at all costs, but about joining the conversation and interacting naturally with users.

You use company social media to post photos of your dog .

 Being natural is great ... but watch out! It's okay to sound human, but remember that your followers want to hear about your company, your products, and most of all, themselves.

You don't know why you are on social media. Many companies have opened corporate profiles because "you have to be there", but they don't know what they want to communicate with them. Error! Social media is part of your strategy, so it must be aligned with your brand's objectives. Some of the most common uses of networks for companies are to promote their own content, create a community around the brand and manage customer service.

You are not clear who your buyer persona is . The key to success in online marketing is knowing who your ideal customer is and going after him. And for that, the first thing you have to do is sit down with your team and define what that profile is: where they live, what they are like, what they like, what needs they have, their tastes and hobbies ...

Your SEO is not working 

. Search engine optimization is a long-term path, so the first thing you need to do is give it time. But if you have been paying attention to keywords, doing on-page optimization, link building and other techniques for more than 6 months and you still do not see results, you may need the help of an expert.

Your business page does not rank high on Google for your business name. Speaking of SEO, one of the most obvious symptoms that something is wrong is this. You need your potential clients to find you quickly when they look for you, so you have to remedy it now! Four tips to get started: optimize your on-page SEO for the name of your company and its products (in headlines, descriptions, headers ...), optimize your social profiles, try to get mentions on other sites and check your profile on Google My Business.

All your competition beats you on Google 

. Being the first is not always possible ... but you need to at least be in a competitive place. If you can't appear on the first page for the terms that interest you the most, maybe it's time to turn to SEM.

You don't post content regularly. It is not necessary to update your blog every day, but you should do it at least 1-3 times a week. In this way, you will improve your search engine positioning and attract users with the news.

Your page has a lot of traffic, but very few conversions.

 The number of visits to your page is an easy metric to follow, and it is very motivating to see that they go up regularly. But in reality, visits are useless if you can't get them to become customers. If you are getting a lot of traffic and very few results, take a look at the keywords you are ranking for and the traffic sources and see how you can optimize your page for more conversions.

You do digital marketing "when you have time." Many companies (especially SMEs) make the mistake of not prioritizing marketing and only do it in their spare time. This way you can achieve some results, but of course you do not take advantage of your full potential. Set aside at least a few hours a week for your marketing and treat this commitment with the same seriousness as your clients: you will see how you immediately begin to notice the results.

Please keep in mind that it is an important matter to note that digital marketing is a complement to traditional marketing, not a substitute.

We know that the concept of digital marketing has come in the mid-nineties, with the emergence of the first electronic stores (Amazon, Dell others). So,Social Media Marketing, also called Marketing in Social Networks, is part of Digital Marketing although it is a concept that emerged several years later and now it is a crazy market.

2. Importance of Digital Marketing

Measurement: when a digital marketing strategy is carried out it can be measured much more easily than traditional marketing strategies.

Personalization: digital marketing democratizes personalization, that is, it allows personalizing the treatment with the client at a very low cost. It is important to note that modern consumers expect a completely personalized treatment from companies.

Brand visibility: if a company is not on the Internet "it does not exist" since it has been proven that most people search the Internet before buying a product or service in the physical or digital world.

Customer acquisition and loyalty: digital marketing allows you to attract and attract potential customers and retain current customers.

Increase in sales: digital marketing allows to significantly increase the sales of the company since the potential customers of most organizations are in the digital world.

How to create community: 

Digital marketing and especially social media marketing allows you to create a community that interacts with the brand and creates an emotional link between it and its customers.Besides it makes us digitized.

Channel with great reach: digital marketing uses the Internet and social networks as a channel, which allows to achieve a great impact on the reach and positioning of brands.

Experimentation: 

Digital marketing allows you to test tactics and adjust strategies in real time to optimize results that makes money online.

Low cost: digital marketing strategies are lower in cost than most traditional marketing strategies, making them accessible to small and medium-sized businesses.

3. Main Digital Marketing strategies

3.1. The website:

In my opinion,the website which is the fundamental pillar of digital marketing is the place where the company offers and sells its products and services. It is very important to have a professional website so that it generates enough trust so that potential clients are encouraged to have a business relationship with the company.

The website must be easy to navigate and have elements that facilitate the conversion of visitors, that is to say that the objective of the same is fulfilled.

To learn more you can visit the article in this blog: Complete guide from scratch to create a website or blog.

3.2. The business blog

Blog presents the business.So, all companies should have a blog since it allows to attract the audience of interest to the organization through useful articles. The blog is the center of the content marketing strategy and allows companies to create fresh content that has higher search engine rankings.

To learn more about the content marketing strategy you can visit the article in this blog: Content Marketing Guide (Content Marketing): What it is, benefits and success stories.

3.3. Search engine optimization (SEO)

Search engine optimization, also called SEO (Search Engine Optimization), aims that when someone searches Google or another search engine for a product or service that the company sells, the website is in the first search results. SEO is one of the digital marketing strategies that brings the most traffic to the website.

3.4. Social networks

All companies need to have a professional presence on the main social networks (Facebook, Instagram, Twitter, LinkedIn, YouTube, Pinter est, Snap-chat, etc.) whose main objective is not to sell products and services, but to create a community of users with an emotional link to the brand. The goal of social media for brands will be: to turn strangers into friends, friends into customers, and customers into brand evangelists.

They can create images for social networks with Adobe Spark.

To learn more about Marketing in Social Networks you can visit the category of articles in this blog.

3.5. Online advertising

Millions consumers spend their most of the time in social media and advertising in search engines (Adwords) and social networks (Facebook Ads, Instagram Ads, etc.) have become an excellent option for companies to reach their audience. Of all the digital marketing strategies, this is the only one that allows you to achieve immediate results.

To learn more about Adwords you can visit the article in this b