Digital Marketing: What it is and the best strategies 2019
by Rashed khan
Today you will learn from the experts, what are the best Digital Marketing Strategies that work in 2019. Digital marketing (or digital marketing) is a set of strategies to promote products and services in online platforms: websites, social networks, blog, emails, SEO, mobile, etc. Bearing this in mind … You can more easily understand what is allowed and what is not within the marketing on the Internet.
The concept is defined through numerous digital tactics and channels, to connect with clients in a specific space: the internet. From your website to your company’s digital resources – digital ads, mailing campaigns, online brochures and more – there is a wide spectrum that falls under the umbrella of digital marketing. Digital marketing, the promotion of your products or brand through electronic means, differs from the traditional way of marketing through the channels and methods used; which allow a system of organization and analysis based on your campaigns, to know how they are working, in real time. The digital marketing helps you monitor things like your conversions, what content works and what does not; how many people visit your website, interact with your social networks, search you in the vast web world, etc. If you want a dictionary definition, I recommend you visit our marketing dictionary.
Why is digital marketing important?
Nowadays, digital content has become the most persuasive and has the greatest access to the public. The information is there, in the place and time you need it. Gone are the days when access to information on brands and their products was extremely limited. Digital marketing is an infinite source of information. Thus, this branch of marketing, includes entertainment, shopping, news and, above all, interactions. Now, customers have access not only to what your company says, but what the digital world thinks of your brand. Currently, the public asks for brands they can trust, companies that know themselves, that use personalized and relevant communications and, not least, tailored to the needs and preferences of their customers.
Digital marketing strategies
Everyone talks about Social Networks and Websites as guiding principles of digital marketing. It is correct to bet on it but you should keep in mind that everyone is doing the same. Therefore you have to find new ways to connect with users. Below we will leave you the most used digital marketing strategies and how you should really use them to go further than your competition.
1. Content Marketing
More than an isolated trend, it is the backbone by which everything you do in digital marketing should be governed. The content marketing is based on the design, creation, and distribution of relevant and creative to attract the attention of audiences and content, at some point, turn them into customers. It is no surprise that in the previous year, 75% of B2B and B2C companies increased their marketing budgets in content strategies ( Point visible ). All the efforts you make in mailing, social networks, blogs, infographics, videos, etc. They should be oriented to solve customer problems, but not to talk about your product only. We agree that what you have to offer them is the solution they need, but in most cases, people are not even clear about what problem they have.
Note: Clients do not have ideas, they have problems Content marketing should be aimed at inserting content oriented to people. This, through placing ourselves in the user’s navigation, resolving their doubts with materials that give them value.
How to create an effective content strategy?
With the sea of information on the internet, it is currently more complicated to attract people to our content. We are aware of that. The key is not only to create articles, infographics or posts on social networks. More than 10 years ago the phrase “Content is king” was true: today we should add that only quality content is successful. Therefore, you should take into consideration the following points to get a few minutes of your audience’s time and be able, eventually, to get new clients:
For whom are you creating content
It is essential that you know your buyer person. Currently, you are likely to do a study of how your potential customers are, but the reality is that you have to go further in your research. It is not enough to determine demographic data such as age or sex, find another type of information that gives you enough to have more specific radiography of the audience you are targeting. Identify what they like, what catches their attention, why they are informed, what their personal challenges are, etc. All from an ethical perspective that serves only to create content that makes sense.
What problem are you going to solve
By knowing your target audience in depth, you can know what is causing them the most problems. Identify in forums, social networks, Facebook groups, etc. The most common topic among the people you are addressing to have a broader view. Once you know what they are most concerned about, you can design contents focused on providing solutions aimed at your product. But do not get confused, it’s not about adapting any problem to your brand: it’s finding a way to make you see the value of your offer to consumers.
The ideal format
If you know your audience in detail, you will know the format they like to consume the most. Among the most popular are videos, infographics, ebooks, and checklists. Determining what type of format your content offer will have is based 100% on the characteristics of the audience. Ask yourself things as if they are more visual if they like to read if they prefer hard data or minimalist design …
The channels that you are going to use
It is a reality that almost everyone is on Facebook. From the youngest to the elderly, they regularly consult the most famous social platform in the world. However, according to the profile of each person, the channels where most spend time are different. We recommend you read: 10 Types of personalities in Social Networks
How often will you post
You should know that there is no exact time to publish. We know that many times you have searched for schedules in which you have to program your posts in order to find the precise time in which your audience is connected. They are lie There is no ideal time to launch a campaign on Facebook, Instagram or any digital media. Although there are statistical recommendations of the schedules in which you can obtain a greater scope, everything depends on the behavior of your public and your interaction with your brand. It is true that some consistency must be maintained in the publication of content. This in order not to lose the interest of those to whom you are heading. However, their behavior in networks is very variable, which greatly influences whether they see your content or not. The solution? Make the contents of your brand are content that your audience wants to consume. Focus on offering something useful to be shared, that is when you see it, your audience recommends it and you reach a greater reach. TIP: use search terms to position yourself in search engines The following online marketing strategies should adopt the consumer approach. In all content is used, try to be as useful as possible.
2. Email Marketing
There is a myth around the sending of emails. This is due to the fact that massive chains of emails are often sent to large databases that do not take into account the context of the recipients. The effectiveness of a good mailing campaign lies in the personalization and the total consideration of the context of the person who will receive the mail. This will prevent it from being marked as spam or sent directly to the trash.
3. SEO or web positioning
For no one is it a secret that web positioning is vital when developing a good digital marketing campaign. Not appearing among the first results of the search engines, dramatically influences the necessary traffic to our website, which will be reflected in our billing. Whether we do a paid web positioning campaign in Google AdWords, use specific positioning techniques, or combine both, the goal is to achieve traffic to our website and increase the penetration of our brand, expand our market and close more sales. If you have doubts about the advantages and disadvantages of the pay per click and SEO strategies, we invite you to check our infographic with the Differences between SEO and SEM. Equally, these web positioning strategies if combined with other tools (See, SEMrush review) will be much more effective, working better as part of a gear, since they are a very important point in digital marketing.
4. Marketing in Social Networks
By social media, we mean all the platforms that exist today on the web, where you can exchange videos, photos, and files, make publications and interact with our friends, family, and colleagues. Thus we have a wide range of options within social media, among the social networks best known for their prolific use are Facebook, which has millions of users worldwide. On the other hand, there is the possibility of publishing and sharing videos and photographs through YouTube and Instagram; We can also publish quality content in blogs, share our campaign progress through Twitter. In short, it is a very broad variety within which we can generate content, find future customers, publish advertising while generating visits to our website and help with the generation of traffic. But the social media in digital marketing is not an end but a means, and we must have it clear so as not to get lost in the way forgetting our main objectives.
5. Electronic commerce
The possibility that customers have the opportunity to make an online transaction, according to students of digital marketing, is a real revolution in what until now was known as commerce. 15 years ago, the massification of electronic commerce popularized by portals such as Amazon or eBay was unthinkable before its existence. To give a plus to the integration of e-commerce in digital marketing strategies, we leave you this video with the basic elements to make it work: Offering electronic commerce mechanisms within your business will make your work much easier, while at the same time generating confidence and comfort for your clients.
6. Video Marketing
Video marketing consists of using audiovisual elements on the internet to achieve the objectives already marked within your content strategy.
As a strategy, all the teams of a company participate in its creation to generate results: it no longer only focuses on the creative, it is about provoking a conversation, be actionable and measurable.
The use of video is not only a helpful tool during the customer’s purchase process, but it also allows sellers to qualify customers and thus prioritize those who are ready.
The video options are endless: from videos about the brand, videos about how the product works, tutorials (like the one we included in the previous section) testimonials (clients as ambassadors), videos of events, interviews and much more.
Of invention is practically very recent, bots are like the rope toys of people in digital marketing.
This is because it is a software that programs to do a set of specific actions that then performed by itself, without the need for you to intervene again.
It is not necessary that you know to code, they are easy to program, execute and they are a great tool to optimize your time.
With the help of the bots, you can carry out tasks as simple as having communication that resembles a live chat with website visitors.
Customizing the user experience is much easier with the bots, since through a series of questions directed to the user, information about their preferences can be obtained.
Even better, you can qualify the leads, also programming a series of questions that indicate at which stage of the sales funnel the customer is.
8. Live Streaming
Being present for your customers at all times has gained more value in recent years thanks to live streaming tools. It is one of the most innovative ways to promote the brand, spread its knowledge and reach potential customers.
Note: According to PR Newswire, it is projected that the video streaming market will grow twice as much in monetary value by 2021, becoming an industry of more than 70 billion dollars.
The number one platform in the transmission of video in real time is Facebook Live, which has millions of users around the world who interact three times more when there is live streaming than with traditional videos.
Instagram Live follows in importance and is especially popular among influencers as it allows you to share personal experiences in an “exclusive” way with followers and, at the same time, interact with them.
YouTube, Twitter, and Vimeo are also widely used. And the best thing of all is that in the majority you can reprogram re transmission.
Through live-streaming, the brand/company can do things as useful as increase engagement and with it, the recruitment of customers, improve SEO positioning and increase the number of conversions.
9. Marketing automation
We have already seen, analyzed and know separately the most important tools in digital marketing. Now close your eyes and imagine the possibility of having all these tools working all in unison in the same gear, as the sole goal of your digital marketing strategies, in an all-in-one program. Imagine that you could establish a strong relationship with your customers to the point of accompanying them throughout the process. Since they are prospects of clients or leads, until closing your sales with them and better still, that your clients become ambassadors of your brand/business. Imagine that all this can happen within an organic and automated system that begins by attracting your prospects, educating them with quality content, converting them into clients, loyalty and that is a direct relationship without intermediaries, the customer and your brand face to face. Open your eyes and wake up because that dream is a reality, is called Inbound Marketing and is based on the needs of the client, is not invasive but internal. Its effectiveness is highly proven to the point that Google nowadays uses Inbound marketing strategies for web positioning in its browser. The methodology consists of attracting visitors, converting them into prospects or leads and then, through a nurturing process, directing them towards the knowledge of your product as the best alternative to their needs and problems. The creation and distribution of relevant content for your audience will make the ideal customers for your brand to find your product or service without having to pay huge amounts of money in Google Ads or Facebook Ads. By generating content that makes sense to people and adds value to their lives, you will for sure customers loyal to your brand that will find in it the answers they are looking for. Inbound Marketing is the result of years of the creation of digital marketing strategies. Next, a brief history of how this came about. Digital marketing began to be talked about since the early nineties when the proliferation of personal computers and internet access increased and more and more people used online channels to inform themselves. It was then that the brands moved their efforts to the new trends. The majority divides the history of digital marketing into two phases: 1.0 and 2.0, however nowadays we can talk about 3.0 and even 4.0. With web 1.0, digital marketing basically consisted of adapting what was done in traditional media to digital platforms. In web 2.0, communication with the audience changed. Here, with social networks and blogs, brands could receive feedback on what they published and thus generate a closer interaction. Philip Kotler proposed the definition of marketing 3.0 where brands consider their consumers as complete human beings: with needs, desires, and values. Therefore, the behavior towards the audience is personalized, leaving behind simple statistical data and incorporating a philosophy focused on meeting the wishes of customers. Recently, the author launched a book called marketing 4.0 where the digital environment is fully explained as the terrain where the best marketing strategies are developed. In this stage, brands stop behaving like big controlling corporations and behave more friendly with consumers. This through the contribution of value, beyond only goods and services. According to Kotler, marketing 4.0 seeks to gain the trust of customers. Similar to Inbound Marketing, in this philosophy, intrusive practices are left behind and strategies are adopted with contents that attract the brand’s prospect. HubSpot Software is ideal for the automation of marketing and sales actions.
The revolution of Digital Marketing
Digital marketing is the path that ALL companies are taking due to the great potential for success and increased sales at a relatively low cost. The importance of moving and integrating strategies to online platforms is more than clear to everyone. Before, doing digital marketing was an advantage over other companies, since not many were implementing it in their strategies: today it is more than elementary to have an online presence. Doing digital marketing is not just about posting regularly on Facebook, uploading a video to YouTube, opening a company profile on Instagram or sending huge chains of emails to huge databases. If you are used to advertising campaigns here and there on the internet, we have news … Users detest your ads According to a study by HubSpot, more than 43% of Internet users said that the ads that break their navigation seem more intrusive to them today than 2 or 3 years ago. The seriousness of this matter is that 64% said they would be willing to add an ad blocker in their browser to avoid seeing ads because they are annoying and intrusive. So, leave behind those campaigns that do not add value to users. They have at their disposal all kinds of tools to avoid seeing something about your product if you intend to speak only about it. Note: 34% of clicks to PPC ads are by mistake In case you are successful in your PPC strategies or campaigns without personalization, let us tell you that, although 40% will have clicked because your ad was interesting, a huge 34% did it by accident. This means that digital marketing should stop meddling in the navigation of people and start offering value, through personalization in order to connect with them, gain their trust and convert them into customers. You will ask yourself, then, what is the correct way in digital marketing? The success of all the online marketing strategies that we present to you lies in the approach adopted to address audiences.