The first thing you need to know about digital marketing is that it is not independent science. Digital marketing does not exist without marketing. There are specific strategies and actions for the online environment. Still, all parts of the concepts are common to the offline environment. as marketing planning, branding, and research, a lot of research.
Digital marketing is a collection of marketing strategies that have been adapted to work on channels that have emerged on the Internet. In other words, disclosure of the actions of companies that sell goods and services over the Internet and digital devices. Besides expanding customer relationships, increasing loyalty, and increasing your brand reach.
The Internet is currently considered the largest source of information in the world. After earning this title, companies began to invest heavily in digital marketing and content. The reason for this phenomenon is quite simple. In the past, an advertiser has placed advertisements on television and hoped revenues would rise. A digital advertiser knows precisely how many people he influenced the campaign. And all the steps that users have taken on the site after exposure.
Digital marketing is straightforward to measure and therefore has a lot more controllable risk. Since our inception, we have experienced an unprecedented media history. To become an attractive media outlet, a channel needs a broad audience. And this is where the development of online channels surpasses any other. The world is more connected, and the speed of information dissemination is increasing. You can get away from digital marketing.
Who Should Do Digital Marketing?
The answer to this question is pretty simple: any advertiser. Whether small or large, retailer or service, producer of information or goods and services. Just go back to those marketing planning concepts I quoted at the beginning of this article and explore the best ways.
I will give an example from my point of view. The world used to be less segmented. The polls were more demographic, targeting a broader audience. Public intestines from the product were, for example, men, class AB, 20 to 30 years old, residents of the metropolis.
Television has been and remains one of the great media. Think of a family watching television together. What did the advertiser dream about? So that he can print different commercials for each family member. Thus, he could focus on the preferences of each person. The Internet allowed it. You can now place a banner advertising the service on an old health blog.
What Are the Goals of Digital Marketing?
The goal will depend on the nature of the advertiser in question. Perhaps he wants to attract new customers, sign up for a mailing list to grow his mailing list, or attract a site. E-commerce will have a different digital marketing goal than one software, which sells subscriptions. For example, your blog goals will be completely different.
To better understand the purpose of digital marketing, you need to think about the concept of a funnel of e-commerce, every sales process, regardless of the nature of the business, works as a kind of funnel. That is, the company must get contacts and move forward at every stage of the funnel. Because there is a loss at each location, regardless of the quality of the work, the diagram ends up as a sequence.
Visitors – Users who viewed your site.
Leads – Users who have shown interest in some of your content by registering.
Opportunities – Users who have expressed interest in making a purchase. You may have requested a demo or budget, asked a question about a product, or chatted with visitors. At LUZ, we review potential customers who have downloaded a demo version of our spreadsheets.
Sales – Users who become customers.
Typically, your sales funnel will have a larger goal, which is to capture customers, and intermediate goals: increasing visit traffic, acquiring registrations, and creating opportunities.
How to Choose the Right Digital Marketing Target?
There is no single goal of digital marketing. Every company can vary their goals from person to person, from campaign to campaign. The plan will depend more on the user himself than on the company itself. A large balcony that you need to know to read with some accuracy the scene the leadership is on.
When we shop online or offline, we have different stages of a relationship with a product or service. First, we begin to understand that we need this stock. From there, we begin to consider the possible options for obtaining it. Finally, we have compiled the necessary factors to make a purchase. Any potential buyer experiences this basic buying process, be it college, sports car, or headset. It works like this:
Awareness – “I think the living room in my house can look more beautiful. What can I do to improve this?
Consideration – “My dining table is old. What are my options for reform or change?”
Solution – “I don’t have the money to change this now, but I met some exciting suppliers at reasonable prices to reform it. I’ll end up with XXXX!
A common mistake most companies make is that anyone who views their sites is ready to make a decision. Sometimes the user does not even realize that he has a problem, and the advertiser sends out sales messages.
The leading stage of the sales funnel
The most important thing for an advertiser choosing their digital marketing goals is to treat users differently at different stages. This distinction is also made based on the online marketing funnel I quoted earlier:
Funnel mouth – the larger the user’s funnel mouth, the lower the likelihood of it turning into a sale. For this user, you should send informative messages and think about actions that will allow him to move from phase to funnel.
Funnel Background – the more at the bottom of the funnel, the sooner your customer’s turn will be. Now you can present your products or services.
When creating an online campaign, you need to look at whether the target audience you are using is from the very beginning or at the bottom of the funnel and think about the right goals for it. For the user at the mouth of the funnel, you can target the register to be able to communicate with them more often. For a funnel fund user, you can set up a sales conversion.
Offer the right promotion.
Ideal for registration – offer free products related to the topic you want to sell. For example, at LIGHT, we release free e-books related to the issues covered by our master tables. And we offer them for free, in exchange for email and a little information, for funnel users. From there, we’ll show the benefits of using a pre-made table until the host is ready to buy.
You can also check the intermediate steps in your purchase funnel, by offering more free materials to extract additional information from your posts: job title, age group, company, etc. By discussing this information with your buyers-buyers later, you will know precisely how to offer the best funnel content possible—targeting the pains and dreams of its core users.
I always like to give an example that I have Google AdWords (a tool to advertise from the words that users search on Google). The first step in structuring AdWords campaigns was to separate words from funnel words to funnel fund words. For instance:
· buy flowers online in Rio de Janeiro is a low volume word, but it characterizes users at the decision-making stage. I can set up ads to encourage direct-purchase
· the meaning of colors is a more open term. I may even have potential clients looking for it, but if I try the direct selling approach, my loss is enormous. Wouldn’t it be better to load a digital book with the meaning of colors and try to make sales later when the user shows me the right moment?