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Digital Marketing Strategy Implementation and Practice

December 9, 2018
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Digital marketing strategy Implementation and Practice

Today, there is much talk about Digital Marketing Strategy, but few really know what that means or why it’s the most important tool to build your business in the Internet age.

You’d be hard-pressed to find a marketing professional today who doubts the value of content marketing. Budgets for this specialty are constantly increasing, especially among B2B companies who are seeing increasing returns provided by this investment.

Unfortunately, many digital marketing strategies still follow the traditional approach; the contents almost always focus on product demonstrations that do not take into account the needs and interests of the audience being targeted by the campaign.

What is digital marketing strategy?

When we speak of digital marketing or SEO, we are actually talking about a phenomenon that was born as a result of changing consumer behavior. The rise of the Internet meant that traditional advertising methods were becoming less effective and more expensive.

Digital marketing was born to respond to this new reality in which consumers interact with brands through social networks such as Facebook, Twitter, and Google consciously and without annoying interruptions. The aim of brands today, therefore, is to create valuable content for the user to want to come to them when they have a need. This new technique generates the most value for visits escalating into leads and customers.

Digital marketing strategy: Many advantages, few drawbacks

The biggest advantage of digital marketing is that when customers are willing to approach the seller, their willingness to purchase is already high. If they eventually do make a purchase, they usually become a loyal (returning) customer, since the seller has addressed and solved their need.

But digital marketing is not easy, and it can be a long time before a company can develop a good strategy and position themselves in the market. Let’s use the example of SEO (Search Engine Optimization or natural position). There may be a lot of competition for position on certain keywords and it can take years to earn the top position in a Google search. When it does, it is advisable to opt for SEM techniques (Search Engine Marketing) and invest in better search engine rankings.

Finally, viral content can be a very efficient weapon. Making your content “go viral” is very difficult but if you do, the results can be spectacular.

Sadly, some companies still believe that they don’t need to invest in digital marketing, or that digital marketing is very boring. Quite the contrary: the driving force behind the spread of content is creativity, and it rests on the shoulders of imaginative marketing professionals to effectively convey the message.

Why your business needs a digital marketing company

The answer is more than clear: consumers are tired of traditional advertising methods and are increasingly unwilling to continue being bombarded by intrusive advertising. In contrast, digital marketing harnesses the world’s most powerful database, the Internet, to make you aware of consumer buying habits and respond to their needs.

That’s why brands should support the consumer by finding that information and providing the most value to them. A relationship will start to rise and the brand has a chance to become a “lovemark” for them.

The industry certainly needs customer data to support their decisions, arguments, and technical information products, but we must not forget that during the business cycle (usually not very long in the sector) there are many points of contact that can provide this information, and content marketing is one of them.

Successful digital marketing strategy implementation and practice

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.

4. Loyalty

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.

5. Synchronization

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.

Qualifying Leads

Digital Marketing strategy not only seeks to capture leads but also to correctly categorize them. Is the customer at an early stage in their buying process taking weeks or longer to inquire about supply available in the market? Answering these questions will bring you one step closer to properly implementing your Digital Marketing strategy, thereby maximizing your online sales.

In conclusion, digital marketing is the most important digital solution for your business. Companies that implemented this strategy claim that increase conversion rates which leads to more customers. In Europe and the United States, digital marketing is a common practice these days among B2B companies and many of these companies handle it very well. In other markets, such as Latin America, the trend is a bit slower, but the first organizations to take the risk saw an exponential increase in sales.

Our say? Take the risk. It’s worth it.

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