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ONLINE MARKETING: THE 9 ELEMENTS THAT CAN’T BE MISSING FROM YOUR DIGITAL MARKETING STRATEGY

Por Germán Merlo | COO & Founder

ONLINE MARKETING: THE 9 ELEMENTS THAT CAN’T BE MISSING FROM YOUR DIGITAL MARKETING STRATEGY

Imagine that you enter a store, begin to look at the different products and the vendor continues to follow you and constantly insists that you buy something. Chances are you end up running sooner than laterunless you are in a Chinese bazaar-. Who hasn’t done it?

The fact is that in the XXI century the old way of selling is no longer selling, advertising which broke records years ago is no longer effective, and clients who previously felt attracted to advertisements now feel pursued by brands that get into their lives in an intrusive way.

Now, with the arrival of the Internet people are no longer living, working, buying or consuming like they did years before, so why do companies continue to keep selling like they were doing 50 years ago?

You have to adapt to the new times. “Renovate or die”, they call it. This is where a new way of marketing comes into play which has come stomping through the front door and is also much more economical, permissive and effective: online marketing or digital marketing.

And whether you have a business or are thinking about creating one, then you are or need to be implementing a good digital marketing strategy.

Not only will it help open your business to the world but you will also be able to reach more people, develop more direct and personalized communication, obtain more clients, build a brand image, promote your products or services, retain your audience and ultimately be more profitable in the long term.

Bill Gates already said it some years ago:

“in the XXI century there will be two types of business: those which will be on the Internet and those which won’t exist”. You don’t want to be the second one.

In fact, in Latin American only 48% of the population has Access to the internet, reaching 70% in Chile, 67% in Argentina and 53% in Brazil and Mexico according to the Lamudi studies.

So: the rules of the game in the business world have changed, and if your clients are on the Internet there is no reason why you aren’t either.

Online marketing functions as a point between a start-up or small business and the audience, additionally it does it in an immediate, measurable and low cost way.

So it’s likely that at this point you are wondering: what elements or aspects must be kept in mind when designing a digital marketing strategy?

We’ll tell you next, but from here once you start reading there is no turning back: online marketing is so irresistible that when you stop reading you are going to want to set off running and start designing your own digital marketing strategy. And when this happens, remember our little voice saying: “ha! we told you!”.

 giphy-3

9 elements that you should integrate in your Online Marketing or Digital Marketing strategy

Online marketing elements

 

1- Content Marketing

All the experts agree that content is the King of the Internet. As well as the queen, the prince and the princess.

Everything revolves around content, and in fact digital marketing is impossible to understand without content marketing.

It’s not important marketing content, it’s imperative.

Did you know for example that 80% of a company’s potential clients prefer to receive information through a company’s content than advertising according to an Exact Target study?

Through interesting, carefully selected, personalized and optimized content you can inspire your audience to take action so that they buy something they didn’t know they needed (it can be a product or service, but also a registration, filling out a form, download a guide or any other action).

As shown in the following graph, the trend is growing.

projection

To execute good content marketing it’s essential to have a blog where you can put these contents- this said, HubSpot states that the companies that have a blog generate 126% more leads than those who don’t have one- and then work so that the spread of the contents be correct.

2- Social Media Marketing

Another indispensable element in you digital marketing strategy is Social Media Marketing since social networks are an excellent means for building and increasing your brand’s presence on the Internet.

Contradictory to what a lot of people think, Social Media Marketing is much more than just publishing on social networks: it also involves having a good strategy, defining some previous objectives, identifying networks where our audience is in order to have presence and be able to target, work out a specific calendar of content for social networks, interact with consumers and measure each action and interaction in real time

For all of this the function of the Social Media Manager exists, and in this article you can read in detail the abilities that these professionals need to gather in order to get the most power from social networks within your marketing strategy.

In addition, as a detail, 46% of Internet users look at social networks when they make a purchase, according to a Go Gulf study.

To show an example of a successful campaign on social networks, who doesn’t remember the #ComparteCocaColaCon campaign? The brand changed the traditional design of the cans and bottles by including people’s names and other labels like boyfriend, mom, friend, grandpa, etc. with the idea of reaching new a more recent generations of consumers and it became a boom on social networks where people of all ages started to take photos and share the. As a detail, the company’s sales increased 2%, an impressive quantity taking into account the size of Coca-Cola.

cocacola

 

3- Search Engine Marketing (SEM)

Search Engine Marketing, also known as marketing in search engines, is a form of promoting a website in different search engines- like Google, Yahoo or Bing- so that is appears in the first few search results.

It’s done by paying for advertising positioning in search engines (PPC), but this is not only paying to place an ad but includes many other aspects such as the choice of ad slogan, the text that accompanies it, the countries where it is going to appear, the possibility of targeting different audiences, choosing what search terms will appear, selecting key words to maximize results and the investment return obtained for each monetary unit investment to put just a few examples.

SEM-
4- Search Engine Optimization (SEO)

Unlike SEM, SEO is the positioning in search engines that is achieved organically: which means, it obtains the best positions in Internet search engines in a natural way without needing to pay.

This is achieved through the utilization of keywords, as well as the creation of relevant, useful and attractive content for the client.

If you want to know more on how to implement SEO in your digital marketing strategy, we have here for you a basic SEO guide for blogs.

Don’t despair… SEO doesn’t happen overnight and it takes time 😉

Don’t despair

5- Email marketing

Email marketing is another indispensable element in any digital marketing strategy being that it allows you to attract your potential clients and communicate with them.

This is a direct channel that allows adapting content to each consumer, and one of its particularities is that it doesn’t send information in a massive way but instead sends content and information to each user based on their interests that have previously provided their information voluntarily.

This is an excellent communications channel which offers quality and interesting content to our users so that they become clients in the future, and also it is ideal to be able to launch promotional and sales campaigns without our audience feeling pressured or chased.

Even if applied well within an online marketing strategy, it can become one of the pillars that best contributes ROI.

 

6- Mobile marketing

Have you ever used your smartphone to find the closest restaurants, movie theater schedule or information on products you like? Companies know this and it’s from here where Mobile marketing gains importance.

Everyday more users use their mobile phones to browse the Internet, participate on social networks or find products or services to buy.

This being said, it’s estimated that 30% of Internet traffic comes through sites via cell phones. So, why not take advantage of this in your online marketing strategy?

The main thing is that you adapt your content and platform to every type of mobile device- what is known as responsive design-, implementing exclusive campaigns for users that connect through their mobile phone and additionally if you have a physical store it can be more useful to implement a strategy to show the stores closer based on the location of the device in question. The options are many and increasingly get stronger.

 

7- Marketing Trends

Now days it’s of vital importance the keep up to date with what is going on in the world, but nothing is new: the creators of Twitter learned this 10 years ago. 😉

It’s true that tendencies and themes of the moment can be of use to us in business to boost our products, to gain earnings and even generate publicity with no cost.

This happened with the company Airbnb, which was on the boarder of collapse. Nevertheless, they took advantage of the U.S. elections and created 1000 boxes of cereal with figures of the candidates creating “Obama O’s” and “Cap’n McCain’s”.

With this, not only did they appear on national television for free but also the collected funds helped the company survive the following months and grow exponentially.

obama-o-box

 

8- Experiential Marketing

If you have the necessary funds and want to develop innovative marketing strategies, you can opt to create novel and exciting strategies that captivate your audience.

This is what the private transportation service company Uber did when it launched the company Uber Icecream which offered users through the use of their mobile application the opportunity to ask for their favorite flavor of ice cream to be delivered immediately to your house without having to pay cash.

uber_ice_cream-

 

9- Unscalable Marketing

This type of marketing is based on presenting products to your first customers in person- if you are close to them- or through a webinar or other online resources that allow you to connect directly with them in a personalized way.

All this so you know firsthand through feedback the pros and cons of your product or service and to be able to adapt to market demands.

 

When your product is good enough, this face to face marketing will become mouth to mouth”, comments Edmundo Montaño, Co-Fundador of Carmudi México.

 

What did you think of these 9 elements to keep in mind when implementing your digital marketing strategy?

Now that you know the importance of your business having a good online marketing strategy, and the best of all: you know where to start. So don’t wait long and put this advice to practice!

 

And always remember; don’t hesitate to share this article with all your contacts so that they can also get the most out of the power of digital marketing,

 

This post was done in collaboration with the writer of the blog SocialTools: Elizabet Parera

 

 

 

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