Today, for most companies, it is quite easy to “be on the Internet”; but many of them do not have a well-defined digital strategy. Logically, sooner or later they end up realizing that it is not worth investing in a cheap website and expecting the results to fall from the sky.
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Little by little, those responsible for companies are becoming aware that, in order to obtain results, it is essential to have a well-defined digital marketing strategy, which goes far beyond having a shop window on the Internet. But, what elements should a good digital strategy include? There are many factors to take into account, but we could count 5 pillars, each of them more or less flat.
5 pillars of digital strategy
Initial analysis and definition of objectives
The first pillar to define a company’s digital strategy is to analyze its current visibility on the Internet and understand its sector (particularities, competition…). Likewise, it is essential to define the objectives to be achieved, always bearing in mind the current situation and the general commercial objectives of the company. This will help us define the different actions that your marketing plan can contemplate and how to measure the results.
Web development and/or optimization
Whether it is a corporate website or an online store, the “web page” is the base camp of the digital strategy and must be taken care of so that it meets its objectives (sell, get contacts, retain loyalty, inform, etc.). In addition, it is necessary that users find this base camp and that they “enjoy” a good experience in it.
Therefore, it is necessary to prepare the company’s website so that search engines know how to interpret its content, value it and position it among the first search results when a potential customer searches for a product or service. If you do not have a website or if after an initial analysis we see that it must be completely renewed, we make a prototype following SEO, design, usability and user experience criteria.
Marketing plan to get visibility, leads and conversions
The online marketing strategy does not end with good search engine positioning. Once your website has been optimized, both from a technical point of view and from a design and content point of view, it is important to carry out certain actions to attract qualified and profitable traffic to the web. The marketing plan should be the axis on which all actions aimed at achieving the objectives of your company orbit. Depending on them, you can opt for various options to reach your target audience (optimized content creation, link building, SEM campaigns, social media campaigns, newsletters…) Once you have clear actions and what each one entails in time and money, you can prepare a calendar and thus draw what will be the roadmap of your strategy.
Analysis and interpretation of data
Once all the machinery has been put into operation, it is essential to analyze the results in order to draw the conclusions that allow the best decisions to be made. For this, as we explained in the first point, it is important to be clear from the beginning which indicators must be taken into account and to have at least one measurement system that allows monitoring their evolution in an agile and simple way.
Continuous optimization
Knowing what is happening at all times allows us to refine the digital strategy and its actions through a trial and error system. This constant work will allow you to achieve the objectives set in the medium term.
Characteristics of digital marketing
In order for you to understand in greater depth what digital marketing is, it is important that you also know the specific characteristics of digital marketing that differentiate it from traditional or offline advertising. Take note:
Personalization
The modern consumer has access to colossal volumes of information, which allows them to be in control of their shopping journey and, in a certain way, disdain intrusive advertising that is misaligned with their interests. He highly appreciates personalization. In fact, statistics compiled by Omnicore indicate that 40% of mobile users say they will spend more money in a company if they receive a personalized coupon.
Digital marketing, through data tracking and marketing automation software
It allows the Internet user to deliver offers and content according to their searches and needs. That way, you have a better chance of increasing the conversion rate. Hence the importance of process automation in a digital strategy.
Massive and wide reach
It is one of the best features of digital marketing. On the web, as we pointed out above, millions of people are present. Therefore, your marketing actions have the possibility of reaching a wide audience, even crossing borders and especially now that the Internet threatens to surpass television as a medium. most consumed communication.
High segmentation
Digital marketing allows you to take advantage of data to reach highly segmented target audiences, targeting your campaigns based on geographic areas, age data, gender, and key aspects such as tastes, interests, and browsing history. This, added to the great reach it has, translates into much more defined investments.
Economic
Its cost-benefit ratio is quite good compared to traditional advertising tools such as television commercials. In the specific case of Inbound Marketing, a fundamental methodology within digital marketing, it can be six times cheaper than direct marketing. Of course, to obtain this benefit you must know how to plan and execute the strategies.
Measurement
The best thing about digital marketing is that it allows the monitoring and measurement of actions and results. Incomparable advantage over traditional advertising. Think, for example, of advertisements published in newspapers. You will never be able to know how many people actually saw your advertisements? In online campaigns you can easily have this data.
Bidirectional
The Internet democratizes access to information and communication. Digital marketing is built on this premise, enabling new spaces and channels that give rise to interaction between brand and consumer, leaving behind the old one-way model.
Experimentation
Results measurement allows you to try different actions and tactics, while adjusting them in real time to optimize results.