Whether it's selling more, engaging your users, promoting your brand, being found online, and/or serving customers faster through different channels—it doesn't matter! Digital Marketing is a more than necessary tool to implement such actions and strategies.Generating new opportunities, increasing visibility, and/or building relationships isn't easy. Which Digital Marketing fundamentals or principles to follow is a constant question for managers and teams! Discover the 5 pillars of Digital Marketing, fundamental to your business, and let's stand out in the online environment!
The 5 pillars of Digital Marketing
1. Positioning
Imagine an extreme sports company, targeting young people, only offering corporate art on formal social media? Or the opposite: a law firm promoting itself online through colloquial language, full of slang and focusing on dances and challenges?
Both extreme situations serve as examples to demonstrate brand positioning! An integral part of your strategic planning, positioning is the way your company wants to be recognized. He must take into account characteristics of the brand itself (such as mission, vision and values), a tone of differentiation in relation to the competition and the profile of consumers of your product/service.
All your digital marketing actions need to take your positioning into account. down to the smallest detail: from the choice of channels, frequency, colors, language, format... Any perception different from what you originally planned can be detrimental (to a greater or lesser degree). Attention!
2. Content
Content Marketing is the marketing aspect that seeks to attract leads and potential customers through content rich in value offering format to these users. Content is a crucial pillar of brand positioning on the web.
Understand that today the vast majority of people search for information and references through Google. Becoming an authority in an area or subject can be highly beneficial. to your business, in order to enable it influence/dictate trends and have your brand recognized (and even confused) with the product itself.
Therefore, develop a rich content production strategy, linked to your area and with frequent posts. Invest in content that helps people to resolve doubts or solve problems. They tend to capture more attention, generate more organic traffic, and greater engagement.
Social media and chatbots can also help spread your content! Produce, share and interact!
READ ALSO: “Asynchronous communication: what is it and how to apply it in your company?”
3. Qualified traffic
So-called “traditional” media such as TV or radio have a wide reach, reaching a massive and generic audience. The Internet, on the other hand, allows for a segmentation never seen before: it is possible with a certain degree of certainty to reach a specific audience: women from class C, between 30 and 45 years old, interested in makeup, for example!
Therefore, having the correct positioning and content, you need to reach and interact with your specific audience – this is what we call qualified traffic.
Explore the possibilities of segmentation and start by defining the best channels and strategies to use.. The intersection of Content Marketing with the sales funnel, SEO, email marketing, social media, conversations via apps – all of these media have segmentation parameters where you can filter your target audience, increasing your chances of success!
4. Relationship
“He who has friends, has everything!”
You've certainly heard this saying before! Social media and the internet itself are made up of "friends"! Companies and ordinary people share the same space and are on the same level. – both produce content, like, spread messages and influence.
More than having friends, It is essential to create good online relationship bonds, so as to getting closer and closer to your contacts, your routines and your interests.
Social media and email are basic communication and relationship mechanisms between companies and customers. Promote conversations, interact, surprise your users. Following your brand positioning and persona, personalize your social media communications, especially your intelligent conversations via chatbots: humanize your customer service bots so they can engage your users.
Over time, depending on your success, customers will become promoters and advocates of your business!
READ ALSO: “3 Tips to delight and retain customers”
3. Monitoring
Digital Marketing offers the possibility of monitor your actions and strategies in real time! This way, it is possible to implement adjustments and corrections and/or define the right directions to follow.
Tools capable of measuring your traffic, sales rate, reach, engagement, email openings, cost per click, ROI are highly relevant to understanding your results.
Also explore the so-called A/B testing: implement a significant change in a variable you want to measure/evaluate and compare your results. For example: a CTA (Call to Action) different email marketing campaigns have higher or lower click-through rates compared to other marketing campaigns? Small adjustments and details can definitely make a difference.
Digital Marketing
Those 5 elements are essential to planning, executing and evaluating your Digital Marketing strategies! Taking them (all) into consideration is what makes your customer experience superior, your communication more assertive, and your strategies more successful.
It is important to remember, however, that beyond the basics (the 5 pillars of Digital Marketing), there are countless other Marketing, Communication, Sales and Neuroscience strategies that can and should be explored in order to differentiate and stand out in the online environment.
