What are the advantages of digital marketing?
Digital marketing has transformed the relationship between companies and their consumers. But why is this strategy important? What are the real benefits for your business?
One of the characteristics that make digital marketing more and more adopted in relation to traditional media is interactivity with the public.
Think about it: a newspaper ad or a television ad represents a one-way communication model. The brand conveys a message but does not establish a dialogue with the public.
With digital channels, on the other hand, the public can interact with brands, give opinions about products and services, and share content, all with a single click.
With digital marketing, on the other hand, it is possible to direct messages and content to the right people. That is, only for those users with the ideal profile for your goals.
In online channels, you can segment your audience with much more precision through characteristics such as age group, gender, educational level, geographic location, and even tastes and consumption habits.
Thus, you have a more precise campaign and that you really speak to the consumer. And when your content is aligned with the interests of the public, the possibility of them doing business is much higher.
Digital marketing, on the other hand, requires fewer resources and professionals to put into practice. The ads in social networks, for example, require only a fraction of the investment of an offline strategy.
In addition, because you can segment your audience much more precisely, resources are invested much more efficiently, reducing waste.
While TV commercials, newspaper ads, and billboards tend to be stocks reserved for large companies, digital marketing can be applied by anyone.
The Internet allows even small digital entrepreneurs, such as Producers and Affiliates, to use online channels to advertise their brands and products without spending a lot and without the need for large teams.
Here are some of the main advantages of digital marketing:
1. More interactivity with the public.
One of the characteristics that make digital marketing more and more adopted in relation to traditional media is interactivity with the public.
Think about it: a newspaper ad or a television ad represents a one-way communication model. The brand conveys a message but does not establish a dialogue with the public.
With digital channels, on the other hand, the public can interact with brands, give opinions about products and services, and share content, all with a single click.
2. Allows you to precisely segment your audience
One of the biggest problems with traditional marketing is that there is no control over who is affected by a campaign. Sure, it is possible to choose a newspaper or television station that is more aligned with the profile of the brand's target audience, but this does not guarantee that these people have a real interest in the product or service.With digital marketing, on the other hand, it is possible to direct messages and content to the right people. That is, only for those users with the ideal profile for your goals.
In online channels, you can segment your audience with much more precision through characteristics such as age group, gender, educational level, geographic location, and even tastes and consumption habits.
Thus, you have a more precise campaign and that you really speak to the consumer. And when your content is aligned with the interests of the public, the possibility of them doing business is much higher.
3. Cost savings
Have you ever thought about how much it costs to invest in an offline marketing strategy, as a series of advertisements on television or in a major newspaper? Trust me, it is very expensive!Digital marketing, on the other hand, requires fewer resources and professionals to put into practice. The ads in social networks, for example, require only a fraction of the investment of an offline strategy.
In addition, because you can segment your audience much more precisely, resources are invested much more efficiently, reducing waste.
4. Any business can invest
As digital marketing is a much cheaper strategy than traditional marketing, we can say that it is also more democratic.While TV commercials, newspaper ads, and billboards tend to be stocks reserved for large companies, digital marketing can be applied by anyone.
The Internet allows even small digital entrepreneurs, such as Producers and Affiliates, to use online channels to advertise their brands and products without spending a lot and without the need for large teams.
advantages of digital marketing
5. Allows you to analyze and measure actions
When you advertise in a magazine, you can hardly determine how many people were affected by the content and the percentage who bought the product or service after viewing the piece.
This does not happen with digital marketing!
Thanks to segmentation, you can direct your communication to the exact profile of your target audience. In addition, online tools allow you to track campaign results in real-time with complete precision.
Main digital marketing strategies.
With so many advantages, you can't wait to start applying this strategy in your business, right?
But how to do digital marketing?
Well, since the Internet is a very wide universe and technology continues to evolve, there is no single way to do digital marketing.
In fact, there are dozens of digital marketing strategies and new tactics that appear every day. However, all of them aim to strengthen a brand and strengthen their relationship with the public.
marketing strategies infographic
Abaixo, you confer as to the most common strategies of the market:
The marketing inbound, also known as attraction marketing aims to attract people, arousing the interest of the public in the products and services of the brand.
In this strategy, companies seek to understand the pains and needs of potential customers to offer more appropriate solutions for their wants and needs.
Unlike traditional marketing, where the consumer is passive and only receives the message, with inbound, just the opposite happens. It is the customer who looks to the company when they realize they have a problem.
This strategy allows us to establish a communication channel and relationship with the public, creating a captive and loyal audience. As a result, companies that opt for this strategy can generate 54% more leads, according to WebDAM.com.
And with the Internet and digital tools, there are several ways to do this attraction process. The most common is the production of content, that is, relevant information that helps solve problems.
This is what we call content marketing, which we will explain in the next topic:
But, for this, it is essential to know your buyer persona well, which is the profile of your ideal client. This makes it easy to create more specific content that speaks directly to the pain of the audience. And therefore, generate more brand awareness for the brand, attract qualified traffic, and generate leads.
And to further increase the reach of this content, it is important to offer it in channels that the target audience usually uses. There are several ways to do this and the most common are:
This does not happen with digital marketing!
Thanks to segmentation, you can direct your communication to the exact profile of your target audience. In addition, online tools allow you to track campaign results in real-time with complete precision.
Main digital marketing strategies.
With so many advantages, you can't wait to start applying this strategy in your business, right?
But how to do digital marketing?
Well, since the Internet is a very wide universe and technology continues to evolve, there is no single way to do digital marketing.
In fact, there are dozens of digital marketing strategies and new tactics that appear every day. However, all of them aim to strengthen a brand and strengthen their relationship with the public.
marketing strategies infographic
Abaixo, you confer as to the most common strategies of the market:
Inbound marketing
The marketing inbound, also known as attraction marketing aims to attract people, arousing the interest of the public in the products and services of the brand.
In this strategy, companies seek to understand the pains and needs of potential customers to offer more appropriate solutions for their wants and needs.
Unlike traditional marketing, where the consumer is passive and only receives the message, with inbound, just the opposite happens. It is the customer who looks to the company when they realize they have a problem.
This strategy allows us to establish a communication channel and relationship with the public, creating a captive and loyal audience. As a result, companies that opt for this strategy can generate 54% more leads, according to WebDAM.com.
And with the Internet and digital tools, there are several ways to do this attraction process. The most common is the production of content, that is, relevant information that helps solve problems.
This is what we call content marketing, which we will explain in the next topic:
Content marketing
As we explained, one of the ways to spark public interest in your brand is to offer them relevant content and information that will help them solve their problems. And that is precisely the goal of content marketing.But, for this, it is essential to know your buyer persona well, which is the profile of your ideal client. This makes it easy to create more specific content that speaks directly to the pain of the audience. And therefore, generate more brand awareness for the brand, attract qualified traffic, and generate leads.
And to further increase the reach of this content, it is important to offer it in channels that the target audience usually uses. There are several ways to do this and the most common are:
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After all, the blog is an exclusive channel for your business and without any type of interference, something common in other channels. There, you can publish what you want, when you want, and how you want, with total freedom about the content produced.
Having a blog still allows your brand to gain relevance on the web and earn top positions in search engines. This provides more visibility and increases the chances of attracting new customers.
According to data from HubSpot, l as B2B companies that have blogs generate 67% more leads than companies that do not.
As much as your business already has a blog, having an institutional website is very important.
This is because this website works as the home of the brand, gathering the most relevant information about your business in one place.
That way, when someone searches and finds information about you and your services, they will be more sure that your business is trustworthy.
Additionally, the website can serve as a channel where people can purchase your products and services, ask questions, and get in touch with you.
You can no longer talk about digital marketing without mentioning social networks. This is because these channels have become extremely popular with people.
Facebook, Instagram, YouTube, Twitter ... In addition to interacting with each other, users of these channels can also approach their favorite brands, looking for information about their products and services.
Therefore, a content marketing strategy that includes social media management can help increase the reach, visibility, and sales of your business. According to the Ironpaper page, 93% of purchase decisions are directly influenced by social media.
Sometimes a simple blog post or Facebook post does not provide enough information to the public. In such cases, deeper content may be required.
E-books, infographics, tutorials, and webinars are just a few examples of educational materials capable of answering audience questions.
Best of all, you can still condition access to these materials on a landing page record. That way, you work on generating leads for your business.
Videos are becoming the type of content most requested and consumed by Internet users. And it makes sense since they are easier to consume and understand than a text, for example.
According to the State of Online Video 2018 report, based on responses from 5,000 consumers in France, Germany, India, Italy, Japan, the Philippines, Singapore, South Korea, the United Kingdom, and the United States over the age of 18, respondents they watch an hour or more of video content online each week.
And with the technological advances of recent years, companies of any size can enter the universe of audiovisual production. Due to this, several companies are betting on video marketing as the basis of their Digital marketing company strategies.
Also, the videos are quite versatile and fit almost any marketing strategy. You can do video classes, live broadcasts, webinars, product demonstration videos, among other formats.
Email is not dead and the proof of this is the large number of companies that use email marketing to communicate with the public.
This strategy involves sending email messages to a contact list and can be used to strengthen your brand, promote products and services, communicate with potential customers, and sell.
And the numbers confirm the power of that channel. According to data from Hubspot, companies that use email marketing can generate up to 50% more leads, with a greater chance of completing the purchase. A big advantage of this type of content is that it allows you to segment lists and closely monitor data such as reach, openness, and responses.
There's no use creating amazing content if no one on the Internet can find it. And it is so that your brand has more visibility and credibility in the network that there is SEO or SEO, or Search Engine Optimization learning
Search engine optimization aims to bring content to the top positions in search results and therefore attract organic traffic (i.e. without paying for ads).
And why is that important? Simple. BrightEdge has conducted a study and concludes that the percentage of organic traffic has increased in the last 5 years. In 2014, organic search generated 51% of traffic, a percentage that grew to 53% in 2019.
That is, it is essential to bet on SEO to attract organic and qualified traffic to your channels.
Here's how it works: Search sites, like Google, rank online content according to its relevance to the user. So SEO seeks to optimize these pages to show search engines that your website or blog offers the best user experience and the answers they are looking for.
These optimizations can be divided into on-page (which can be done within the page) and off-page (factors external to the page).
Don't think that digital marketing is only about attracting organic traffic. It is the focus of most actions since you do not need to pay for them.
However, there is another type of strategy that seeks to promote content through advertisements: it is paid media or online advertising.
The great advantage of online advertising over traditional advertising is l the possibility of segmenting the profile of the audience that will arrive at ads (age, gender, education, location, etc.).
This ensures more effective and profitable campaigns, as the initial investments are lower and the return is higher.
Finally, there are several ways to advertise on the Internet, such as sponsored links, social media ads, remarketing, banners, and content promotion.
Affiliate Marketing
If you have a product, be it digital or physical, or you have a large following on social media and on your personal blog, you can benefit from affiliate marketing.
In this strategy, the Affiliate advertises the product or service of an entrepreneur or company (called Producer ) on his blog, website, or social networks. In return, you will receive a commission for each sale made.
This model allows the Affiliate to monetize their online channels while offering Producers new broadcast channels. And customers also get more channels to research products and make an assertive buying decision. There are several platforms that bring together entrepreneurs interested in increasing sales in collaboration with people willing to promote products, such as the Affiliate Program here at Hotmart.
The CRO strategy, or Conversion Optimization in English acronym, lets you know where conversions are not being exploited well on a blog or website, doing whatever it takes to improve conversion rates.
During the conversion optimization process, it is necessary to review all the contact points with the business lead/customer to understand what you can improve to achieve the conversion.
Blog
Creating and nurturing a blog is the most common content marketing strategy, and also one of the most interesting.After all, the blog is an exclusive channel for your business and without any type of interference, something common in other channels. There, you can publish what you want, when you want, and how you want, with total freedom about the content produced.
Having a blog still allows your brand to gain relevance on the web and earn top positions in search engines. This provides more visibility and increases the chances of attracting new customers.
According to data from HubSpot, l as B2B companies that have blogs generate 67% more leads than companies that do not.
Website
As much as your business already has a blog, having an institutional website is very important.
This is because this website works as the home of the brand, gathering the most relevant information about your business in one place.
That way, when someone searches and finds information about you and your services, they will be more sure that your business is trustworthy.
Additionally, the website can serve as a channel where people can purchase your products and services, ask questions, and get in touch with you.
Social networks
Another excellent channel to interact, communicate with the public, and offer quality content is social networks.You can no longer talk about digital marketing without mentioning social networks. This is because these channels have become extremely popular with people.
Facebook, Instagram, YouTube, Twitter ... In addition to interacting with each other, users of these channels can also approach their favorite brands, looking for information about their products and services.
Therefore, a content marketing strategy that includes social media management can help increase the reach, visibility, and sales of your business. According to the Ironpaper page, 93% of purchase decisions are directly influenced by social media.
Educational materials
Sometimes a simple blog post or Facebook post does not provide enough information to the public. In such cases, deeper content may be required.
E-books, infographics, tutorials, and webinars are just a few examples of educational materials capable of answering audience questions.
Best of all, you can still condition access to these materials on a landing page record. That way, you work on generating leads for your business.
Video marketing
Videos are becoming the type of content most requested and consumed by Internet users. And it makes sense since they are easier to consume and understand than a text, for example.
According to the State of Online Video 2018 report, based on responses from 5,000 consumers in France, Germany, India, Italy, Japan, the Philippines, Singapore, South Korea, the United Kingdom, and the United States over the age of 18, respondents they watch an hour or more of video content online each week.
And with the technological advances of recent years, companies of any size can enter the universe of audiovisual production. Due to this, several companies are betting on video marketing as the basis of their Digital marketing company strategies.
Also, the videos are quite versatile and fit almost any marketing strategy. You can do video classes, live broadcasts, webinars, product demonstration videos, among other formats.
E-mail marketing
Email is not dead and the proof of this is the large number of companies that use email marketing to communicate with the public.
This strategy involves sending email messages to a contact list and can be used to strengthen your brand, promote products and services, communicate with potential customers, and sell.
And the numbers confirm the power of that channel. According to data from Hubspot, companies that use email marketing can generate up to 50% more leads, with a greater chance of completing the purchase. A big advantage of this type of content is that it allows you to segment lists and closely monitor data such as reach, openness, and responses.
SEO
There's no use creating amazing content if no one on the Internet can find it. And it is so that your brand has more visibility and credibility in the network that there is SEO or SEO, or Search Engine Optimization learning
Search engine optimization aims to bring content to the top positions in search results and therefore attract organic traffic (i.e. without paying for ads).
And why is that important? Simple. BrightEdge has conducted a study and concludes that the percentage of organic traffic has increased in the last 5 years. In 2014, organic search generated 51% of traffic, a percentage that grew to 53% in 2019.
That is, it is essential to bet on SEO to attract organic and qualified traffic to your channels.
Here's how it works: Search sites, like Google, rank online content according to its relevance to the user. So SEO seeks to optimize these pages to show search engines that your website or blog offers the best user experience and the answers they are looking for.
These optimizations can be divided into on-page (which can be done within the page) and off-page (factors external to the page).
Paid media
Don't think that digital marketing is only about attracting organic traffic. It is the focus of most actions since you do not need to pay for them.
However, there is another type of strategy that seeks to promote content through advertisements: it is paid media or online advertising.
The great advantage of online advertising over traditional advertising is l the possibility of segmenting the profile of the audience that will arrive at ads (age, gender, education, location, etc.).
This ensures more effective and profitable campaigns, as the initial investments are lower and the return is higher.
Finally, there are several ways to advertise on the Internet, such as sponsored links, social media ads, remarketing, banners, and content promotion.
Affiliate Marketing
If you have a product, be it digital or physical, or you have a large following on social media and on your personal blog, you can benefit from affiliate marketing.
In this strategy, the Affiliate advertises the product or service of an entrepreneur or company (called Producer ) on his blog, website, or social networks. In return, you will receive a commission for each sale made.
This model allows the Affiliate to monetize their online channels while offering Producers new broadcast channels. And customers also get more channels to research products and make an assertive buying decision. There are several platforms that bring together entrepreneurs interested in increasing sales in collaboration with people willing to promote products, such as the Affiliate Program here at Hotmart.
CRO
One of the most important aspects of any digital marketing effort is conversion. In other words, taking users to the base of the brand and driving them to the bottom of the sales funnel.The CRO strategy, or Conversion Optimization in English acronym, lets you know where conversions are not being exploited well on a blog or website, doing whatever it takes to improve conversion rates.
During the conversion optimization process, it is necessary to review all the contact points with the business lead/customer to understand what you can improve to achieve the conversion.
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