There is much talk about the practice of Digital Marketing today, however, the term tends to be confused with the use of social networks since there is no methodology or steps to follow how to implement an effective marketing strategy in the digital ecosystems, which really allows to generate concrete sales and the analysis of an return of investment.
Social networks allow us to communicate in a more personalized way with our clients and objective segments, getting closer and closer to generating business opportunities. The good use of these digital spaces allows us to gradually generate a link between business-consumer.
Where is the problem?
Although, the panorama that social networks offer us is promising, the problem lies when our objective goes beyond making ourselves known and we seek to sell.
Defining Digital Marketing
The way we will know how to establish an effective online marketing methodology depends a lot on our business objectives.
It’s worth mentioning that these objectives are not only directed towards the sale of products and / or services, but also in the form of how we will position ourselves above our competitors.
Let’s start by defining “Marketing”. According to Phillip Kotler, economist and marketing specialist,
Marketing is the science and art of exploring, creating and delivering value to meet the needs of a profit-oriented target market. Marketing identifies unrealized needs and desires. Define, measure and quantify the size of the identified market and the potential profit (Kotler, 1999).
The Marketing concept basically establishes the creation of value (of a company, service and product), and how we are going to transmit it to our target market and then measure its effectiveness. That is where the tools of the digital ecosystem allow us to quantify the result of our actions.
Digital ecosystems have that great virtue: measurement. Therefore, Digital Marketing is the way to market (a product, services, company, organizations and ideas) through digital technologies, mainly within the internet, mobile devices and any other means of digital communication.
Digital Marketing uses different digital media to propagate information, among one of those media we find social networks. Now, how can we really sell through this digital ecosystem?
Based on our experience, we have used a methodology that is effective, as long as it is implemented in the right way.
This methodology combines non-intrusive marketing and advertising techniques in order to connect the user since the purchase process (consideration) began and accompany it until the final transaction.
Our Inbound Marketing methodology mixes practices of Integrated Marketing Communications (see our article on IMC), which ensure the achievement of the commercial objectives of our customers.
- The establishment of a digital strategic north.
- The positioning within digital ecosystems.
- The definition of clear and measurable business objectives.
- The attraction and conversion.
- Marketing Automation
- Retention and loyalty.
We develop each of these stages with our clients to establish a comprehensive strategy that allows them to meet their business objectives.
The digital strategic north
This will be the concept with which we will define the value proposition, that is, the way in which our company or organization will transmit the benefits or advantages of the products and / or services offered within the market. This will allow us to develop a digital brand personality with which we will know how to speak effectively to our audience, defining the structure and pillars of the contents and the selection of the ideal digital communication channels.
El posicionamiento dentro del ecosistema digital
Una vez hemos definido nuestro norte estratégico, es hora de posicionarnos en buscadores (Google, Yahoo y Bing), redes sociales, entre otros medios del ecosistema digital. Esta parte involucra el desarrollo tecnológico, ya que la mejor forma de posicionarse es a través de una identidad web, es decir, un sitio web, plataforma o aplicativo.
Como dicen, “para gustos los colores”.
Depending on your business objectives, this part is essential. The ideal way to position yourself is through a website that serves as a cover letter from our company or organization. With this means our audience can be informed more accurately than in a social network. The website as such should be optimized for search engines and different placement tools. This digital identity applies to any type of technological development, since, if the company or organization has its own software, platform or web application, it will need to be presented and positioned in the same way in the digital ecosystem.
Another way to position yourself is through the landing pages or “Landing Page”, which like a website, its function will be to position and capture leads or potential customers.
Whatever the way in which your brand seeks to position itself in the market, we can advise you to choose the best option.
The definition of clear and measurable business objectives
Once we have defined the strategic north and the positioning of our company or organization in digital ecosystems, it is time to attract and sell.
The initial process is the definition of commercial objectives for the digital ecosystem. We will select the different digital media suitable to expose our company or organization. Once defined, we will develop the identity or “Look & Feel” of each medium, that is, we will develop the pillars of content that we previously defined in the strategic north.
Consequently, we will define an investment budget in digital guidelines. You can download this free tool to evaluate the guideline amounts according to the medium you will use.
We will have to invest to win, as in any advertising medium, the digital ecosystem will cover the audience we want proportionally to the investment we make. This aspect is usually a taboo, since digital media is new and does not yet have the same confidence as traditional media. It is important to emphasize that the advantage of digital media is measurement.
With the selection of digital media, the establishment of an advertising guideline amount, and the optimization of web search engines, it remains only to define why and for what we will use them.
The definition of our objectives will depend on the expected results. Our objective may be to sell a specific product or service, capture a database, obtain subscriptions to a platform, increase transactions on a payment gateway, among others.
The most important thing is to be clear about the medium, the investment and the way in which we will measure the results.
The attraction and conversion
Inbound begins to develop
In this stage, the key is to develop the points of contact with the users at the moment in which they begin the purchase or acquisition process (remember the positioning). This process is reflected since a user performs a specific action in our digital ecosystem, for example: a registration, a request (quote, question, etc.), a behavior (repeated visits on the website), among others that go according to our digital ecosystem.
We implement processes and techniques to convert the visitors that a web page receives into records for the company’s database. For this, relevant and personalized content is offered to the user that can be downloaded in exchange for filling out a form with their data.
From this point, the user is accompanied by the appropriate content for each of the phases of the purchase process that we have defined in our strategy, until a final action or transaction.
Inbound Marketing establishes the creation of digital assets. At this stage, if we have a website, we must reinforce it from a capture channel. This can be a registration form, a landing page, among others, in order to start the purchase process. Another of the digital assets that we will develop during the process is the creation of a database.
Finally, the whole cycle is accompanied by content generation. This content will be with which our audience will interact and be motivated to perform an action.
How can we control all this interaction, strategies, digital media, guideline and database? We need tools.
Already at this point we have developed a comprehensive strategy that has involved different digital media, positioning, pattern placement and more, now we need different tools that can help us control the growing and constant flow of customers we are obtaining.
The process of contact with prospects on the way to conversion, based on behaviors, is very complex and requires automation for the implementation of which we must have the appropriate technology.
A company that wants to implement an Inbound Marketing methodology must, first of all, know its potential customers well and know what steps they are going through during the purchase consideration process, to define in each of them the most appropriate actions that allow them Attract customers
Then they must implement this process in a suitable tool that automates the actions based on the results obtained, that measures partial and total success and that allows improving the strategy.
In the market there are solutions that use technology to implement this process. In Indevii we use and recommend the following: SalesForce, Hubspot, Marketo, GetResponse and Sharpspring.
Salesforce, Hubspot and Marketo are robust solutions for companies of a certain volume, while GetResponse and Sharpspring are flexible solutions for medium-sized companies.
In Inbound Marketing there are two types of methodologies for marketing automation:
This practice refers to the assessment of the level of qualification of the Leads (that is, to what extent it is possible to know which contacts are the ones closest to formalizing a purchase). It is about measuring on a scale that represents perceived value that each potential customer represents for the organization.
It is an automation technique that aims to convert users interested in the valuable information we publish to customers, as well as qualify when a “Lead” is ready to buy.
In addition to these Marketing automation strategies, at this stage you can also apply retargeting strategies and personalization strategies for the contents and elements of a website.
Thanks to the new information and communication technologies (and cookies) we can track what the user has visited and where it is, which allows us to guide the type of content, offers and actions to which each person is exposed Visit our website. In this way, we are developing content with which you will find to continue advancing in your purchase process.
It sounds complex, but don’t worry, we are here to advise you.
La retención y fidelización
We reach the final stage of the process. It is time to keep customers satisfied with their purchase, offer them information that may be useful and take care of those who still have an interest in our content and digital ecosystems.
The theme is quite extensive and complex, but don’t worry, we will be guiding you along the way.
Learn about our way of working through our specialized service: IMC.
Let’s talk about your next project, contact us.