 |
| Digital Marketing |
What is Digital Marketing and HOW DOES IT WORK?
If you had to define the word “ marketing ”, what would you say? What words would you use? Let me guess, surely you would say “advertisement”, right?
For a long time, the most efficient way for a company to generate large-scale change was very simple: buy advertising. The advertising worked. It paid for itself. In addition, it positioned you and made your brand popular.
So is it any wonder that marketers suddenly decided that what they were doing was advertising? Of course not! If for practically all his life marketing was advertising.
But then it stopped being like that. This means you have no choice but to do real marketing. You have no choice but to make your voice heard.
And how do you manage to do it? Well, there is the type of marketing that Google, Facebook, articles in magazines, in newspapers, offer you. All of this may be of use to you. Maybe…
And then there is another type of marketing effective marketing. This type of marketing is about understanding the points of view and desires of our customers to connect with them.
It is about being needed when you are not there, about contributing more than they expect. To achieve that the value that your customers perceive of your product is much higher than the price they pay for it. Let them see it as a good business where they win.
True marketing springs from empathy, not selfishness.
Imagine that you create a key. Then you start looking everywhere for a lock that your key can open. That doesn't make any sense, right? Well, that's being selfish in marketing.
But if you started from empathy, the first thing you would do would be to find a lock and then make the key.
Remember, good marketing is based on empathy. It is easier to create products and services for the customers you want to serve than it is to find customers for your products and services.
Marketing helps transform people's lives.
Marketing doesn't have to be selfish, in fact, effective marketing never is. Marketing is the generous act of helping others become who they aspire to become.
It involves creating honest stories that move and spread.
And when your ideas spread, you change the culture. You build something that people would miss if it wasn't there. Ideas that spread triumph.
THE FIRST THING YOU SHOULD DEFINE IS YOUR MINIMUM VIABLE MARKET
Imagine that you already have your idea, you already made it a reality. You have in your hands the product that you will sell, or the platform or the service that you will offer. And now that?
The first thing you should do is ask yourself what change you are trying to make.
Remember that the job of marketing is to make change a reality, and to achieve this you must be very clear to whom you plan to offer your services: Who do you want to transform?
Changing everyone is very difficult. Everyone is a lot of people. And you know what else? It is also very boring. You must be very careful not to offend anyone and satisfy everyone. It's impossible, let's be real.
The approach is the opposite. The change you want to make has to be directed at an individual. Or perhaps a group of individuals. But what individuals?
Think about the following: if you had to choose a thousand people to be your biggest fans, who would you choose? Choose these people according to their dreams, their beliefs, and their desires, what do they believe in? what do they want to demonstrate? what is their vision of the world?
That small group of people is your minimum viable market. It is the answer to the question: What is the minimum number of individuals that you need to influence to survive and for the effort you make to be worthwhile?
The minimum viable market is the people who understand you and fall in love with your project because it fits with their vision of the world. It's finding a place on the map where you, and only you, are the perfect answer.
Make the dreams, desires, and desires of that group come true by offering them your care, your attention, and your services. Make the change happen, a change that is so profound that the people who receive it cannot help but talk
What are the types of Digital Marketing?
Digital marketing puts at our disposal a series of highly diverse tools that allow us to carry out from small actions for a marketing campaign at practically zero cost to complex online marketing strategies (and, obviously, more expensive) in which to combine an infinite number of techniques and resources.
These are the most relevant types of digital marketing:
1. SEO
2. SEM
3. content marketing
4. social media marketing
5. display marketing
6. affiliate marketing
7. email marketing
1. SEO
Search Engine Optimization (SEO). Search engines are the search engines that index web pages so that we can find what we are looking for.
The best-known and used search engine is Google, but it is not the only one. Google's major competitors worldwide are Bing, Yandex (Russia), and Baidu (China).
José Facchin defines it as “applying a series of techniques both inside (On-Page) and outside (Off-Page) of a certain website, to optimize and improve its visibility in the organic results of search engines”.
SEO allows us to know the logic behind these search engines and to be able to put the pages of our website in the first results to get organic visits.
SEO requires a lot of time and work, but the results are obtained with a lower economic investment in the long term.
By depending on the algorithms of the search engines and the good practices that we apply on our website, the control we have over SEO is much lower if we compare it with the other channels.
In any case, SEO remains one of the most used strategies in digital marketing, with almost 64% of marketers spending time on organic search engine positioning (Source: HubSpot ).
2. SEM
Search Engine Marketing (SEM) commonly refers to advertisements that appear within search engines.
The main differences with SEO are that being paid ads, the segmentation possibilities are very high, the control we have over SEM is much higher and the results are immediate.
If you have ever closely followed the services of a digital marketing agency, you know that the main tool used to do SEM is Google Ads (formerly known as Google AdWords).
In this sense, marketing campaigns aimed at publishing ads on Google are affected by various factors, such as the quality of the ad, the quality of the landing page to which it redirects, and the ad's suitability for search. of the user.
3. Content marketing
Content marketing is a digital marketing strategy that is based on the creation of content to attract the target audience. Typically, this content is in the form of blog articles, e-books, infographics, or videos.
Like SEO, it is also a long-term digital marketing strategy with little control over the audience.
Having to work on landing pages to offer downloadable or on a blog, is the strategy that relies the most on web development.
Related to inbound marketing, since the inbound methodology is based on providing value to the user to attract them to the marketing funnel, and in many cases this value is provided with content, content marketing is present in most companies: 78% of them have a team dedicated to this strategy of between 1 and 3 people (Source: HubSpot ).
4. Social media marketing
Social media marketing is called the use of social media platforms to connect with the audience with 3 objectives :
1. Improve branding.
2. Increase leads.
3. Get sales.
In part, social media marketing is similar to content marketing: it must capture the attention of our target audience in the medium or long term.
But, on the other hand, you can also have the support of Social Ads, which are ads on Social Media platforms, with Facebook Ads, LinkedIn Ads, YouTube Ads, or Tik Tok Ads as the most popular platforms.
In recent years there has been a real explosion in terms of ads on social networks such as Instagram, Facebook, or even TikTok, as the formats and tools to manage these campaigns have been perfected until very interesting results and returns have been found.
5. Display marketing
Display marketing is a type of online advertising that is characterized by well-known banners.
Surely you saw many of these ads in their various forms: text, image, video, audio, or even game. They stand out for their high creative flexibility.
Display marketing or advertising is usually also managed from the Google ad platform, Google Ads. Google's Display Ads network reaches approximately 90% of the world's internet users (Source: HubSpot ).
6. Affiliate Marketing
Affiliate marketing is a digital marketing strategy in which the affiliate takes advantage of the traffic of his web or his social networks to promote the product of a company.
In this case, if you want to advertise on a web page that has a target audience, buyer persona, or target similar to yours, you have to contact the administrators of the specific page directly.
7. Email marketing
As we already know, email marketing is an online marketing strategy that is based on taking advantage of a company's database to send communications.
Despite being a highly exploited strategy, following good habits is still one of the most effective and with the best return.
Some of the best-known tools for email marketing are SendinBlue, Zoho, and Clever Reach, among others. The number of tools does not stop growing, since it is one of the most profitable strategies: it is the second most effective for brand recognition and the first in return on investment (Source: HubSpot ).
How to do Digital Marketing for companies?
How does digital marketing work for different types of contexts? Although it is a strategy that offers several benefits, we know that each business has its particularities, with different objectives and audiences.
Therefore, we must look at the challenges of each business and understand how online marketing can be applied to generate the expected results. Find out below the most important practices for each type of company.