Now the question becomes: how do you achieve a successful strategy of digital marketing?
1. Attracting traffic
Brands today have many digital resources at their disposal, and should implement a subtle blend of blogs, podcasts, videos, e-books, newsletters, whitepapers, search engine optimization (SEO), social media, marketing, and content strategies. The key to success isn’t just performing all these techniques, but coordinating them.
2. Conversion rate optimization
This aspect encompasses processes and techniques that are used to convert web traffic obtained in a database, indispensable for any digital marketing action coming to fruition.
3. Marketing automation
Once a company has such a database, it’s time to launch two techniques designed to work with this information: lead scoring and lead nurturing.
Lead scoring measures the value of leads. For example, how far is it possible to know which contact are those who are closer to making a purchase?
Once the lead scoring is completed, lead nurturing can begin. This refers to a series of actions to get potential customers closer to making a purchase by showing them the benefits of a particular product. It seeks to automate marketing methodologies generating systematic actions that cause a potential customer to return to interact with the company and to finish acquiring any of its products and services.
Digital marketing not only seeks to acquire new end customers, but also to keep current customers satisfied and create repeat customers. To keep your current customers happy, offer them useful information such as promotions based on their purchases. Also, take care of those leads that, despite having never actually made a purchase (perhaps for lack of purchasing power), still follow all the news of your brand and, therefore, can become prescribers of it on the Internet.
The main challenge of any digital marketing plan lies not in the things you do, but how you do them. The true value and the secret of this form of marketing lies in organizing all the listed techniques. Great organization, however, is not always easy to attain.