Starting to work the digital strategy of our company does not have because it is a complex task. We simply need to go step by step and first analyze what strategies are available to attract visitors to the door of our digital business, which is our website.
The 7 major categories of digital marketing are:
- Search engine optimization (SEO)
- Search engine marketing (SEM)
- Content marketing
- Social Media Marketing (SMM)
- Pay-per-click advertising (PPC)
- Affiliate marketing
- Email marketing
Each of these categories offers different results and, in turn, have different conversion goals. In this article, we will briefly talk about each of them.
Search engine optimization (SEO)
SEO is one of the most difficult work strategies to understand and that has the best results… in the medium and long term. A common mistake is to ask the SEO strategy for immediate results. This is normal, as we are responsible for marketing, what we want most is to see that the customer has as many conversions as possible in the shortest possible time.
But this is not always so. Patience and work is the best ally of SEO. SEO does not allow you to appear in the top positions of our potential customers’ searches without having to pay.
This is great, because it brings us closer to potential buyers who really have a purchase intent (for example, someone looking to “buy Miami engagement ring price” is someone who is about to make that purchase) and brings us closer without having to spend money on PPC campaigns. Of course, this campaign requires that the positioning strategy be maintained over time and that part, even a small part, of the budget is devoted to this development. Believe me, it’s worth it.
Search engine marketing (SEM)
SEM is the strategy that differs from SEO by having to pay to position you better in search engines. If we search Google “flights”, which is a keyword for which you do a lot of SEM because it is a very competitive market, we will see that the first results are coped by ads, which are SEM campaigns.
These are results advertisers are paying to appear for that keyword. This includes not only Google or other search engines, but also social networks and other channels where users search.
For us, in a digital marketing campaign the Queen is always the Content. Generating attractive content for target audiences is key to generating interest in our brand. This concept applies very much to companies that provide B2B services, but also applies to B2C product companies.
Of course, with a product, the generation of content is much more varied and we can play with an endless number of digital and visual vehicles to reach the consumer, but also the services have the possibility to bring quality content to their potential buyers. It is key to understand the concept of quality content.
We need to create value so that our potential customers are interested in knowing what our company can offer to your company or in the case of B2C sale how our product can be used or what its characteristics are. Content is also a key part of social media management. Without this, managers will not have a contact engine with followers and the dynamism of the company-users/customers relationship will fall.
Social Media Marketing (SMM)
The management of social networks is a key factor for the branding of the company. Networks form a freely accessible channel where companies can easily connect with potential customers. Of course, the concept of free and free is limited, especially the concept of free.
Although it is free, in order to reach more potential buyers we must establish within the SEM (Positioning) campaign a budget for campaigns within the same networks.
This allows us to advertise for example posts or events or webinar or whatever we want. Networks is a key channel in the branding structure of the company and that is why the management key to achieve good results.
Pay-per-click advertising (PPC)
Pay-per-click (PPC), also known as cost-per-click (CPC), is an Internet advertising model used to route traffic to websites, in which an advertiser pays a publisher (usually a website owner or website network) when the ad is clicked. Of course, AdWords is one of the most important ones, which is why it cannot be left out of the analysis within the strategy. But be careful.
Managing PPC campaigns are very important. Google’s bidding system always makes it clear how difficult it is to position and perform well if campaign management is not optimal. Achieving investment optimization requires weekly tracking of keyword bids, and their performance against clicks and conversions we have on our website.
Of course, Google always has the ones to win, and that’s why so that money doesn’t slip out of our hands like water, we must be very aware of what are the limits to pay and what are the clicks and conversions expected. If your price bids are high, it is better to let a few days pass and see how the picture follows.
Sometimes there are sporadic competitors that cause the bid to rise, but eventually they end up getting lower. Having a follow-up and a long-term vision harps us to save money and maximize ROI.
Affiliate marketing (marketing de afiliados)
The affiliate system is a tool that not all companies take into account is and is very good for achieving new sales. Affiliate marketing works perfectly for ecommerce as sales conversion is 100% measurable and allows you to consolidate an affiliate network with results in the short term.
How affiliate marketing works: An affiliate program in a possibility to become partners of the company and WIN MONEY by promoting the products and services of a company. Every time a person enters the website through your links or the banners of your blog or website and makes a purchase you earn MONEY, doing nothing.
And that’s not all, you can have commissions from other referrals if you get your acquaintances to join the program. It’s simple, isn’t it? Thousands of well-known companies use it with excellent results. Amazon, pandora, eBay are just a few examples of successful affiliate programs.
Email marketing is a tool that must be used with great care, because it is very sufficed by the misuse that is given to communication through this way. It has happened to all of us having to close an account for SPAM that we received from thousands of companies that get one to know our data. That’s why you have to think from the moment 0 how to build our database of genuine contacts.
This word is very important because it depends on this the success of this strategy. To achieve acceptable opening and receiving rates, recipients of our campaigns must be people who have chosen to receive our emails. This applies to customers, subscribers etc. I strongly recommend that you do not buy databases that are sold online because you risk legal problems.
The CAN-SPAM Act was implemented in the United States to protect consumer privacy on January 1, 2004. CAN-SPAM is short for Controlling Unsolicited Pornography and Marketing Attack. This prevents the use of an ambiguous “subject” in the header of an e-mail. Merchants are required to place their true email addresses in each e-mail.
You must also have a link in each email to let you know that you do not want to receive your emails with your information. Merchants must obtain permission from the consumer if they wish to sell their e-mail address. Internet regulations are getting tough on businessmen who violate the laws, as they are imposing large fines.
That is why we have to think from the start the email marketing strategy so that it integrates synergistically with the rest of the digital marketing tools.