09 Jun Digital marketing: how to create an effective strategy from scratch
First of all, it is important to understand that marketing is one of the most important areas of any business, regardless of its size or sector. It is through marketing that companies promote and sell their products or services. With the advancement of technology, digital marketing has become increasingly relevant, and this is where inbound marketing comes into play.
Inbound marketing is a strategy that focuses on attracting potential customers through useful and relevant content, rather than interrupting them with invasive advertising. In inbound marketing, the goal is to create a relationship of trust with customers by offering them valuable content for their life or business, so that they themselves become customers and brand advocates.
Fundamentals of Digital Marketing
Now, let’s talk about the fundamentals of marketing and inbound marketing. The first step is to identify your target audience. It is important to have a clear understanding of who your potential customers are and what their needs are. This will allow you to tailor your marketing message and actions to the characteristics and needs of your target audience.
The next step is to define your marketing objectives. Every marketing strategy must have clear and measurable objectives. Objectives can be, for example, to increase the number of customers, improve the conversion rate or increase brand recognition. It is important that these objectives are aligned with the overall objectives of your business.
The third step is to choose the right marketing channels. There are many marketing channels available, from social media to online advertising to email marketing to content marketing. It is important to choose the right channels based on your marketing objectives and target audience. For example, if your target audience is primarily on Instagram, it is important to focus your efforts on that social network rather than others that are not as relevant.
The fourth step is to create relevant, quality content. Content is a fundamental part of inbound marketing. It is important to create content that is useful and relevant to the target audience, allowing the company to position itself as an authority in its industry and attract potential customers. When creating content, it is important to consider the language and interests of your target audience. It should be content that they want to read or watch, not that they feel obligated to.
Finally, it is important to measure and analyze the results of marketing actions. This will allow the company to adjust its marketing strategy and improve its effectiveness. It is advisable to establish specific metrics and KPIs for each objective, so that progress and results obtained can be measured.
Marketing and Social Networks
Now, let’s talk about how to organize the management of social networks. It is important to keep in mind that each social network has its own characteristics and its own target audience. Therefore, it is advisable to adapt the content and marketing strategy to each social network according to its characteristics and target audience. In addition, it is important to establish an editorial calendar for publications on social networks, so that consistency can be maintained in the company’s online presence. It is also advisable to use social media management tools, such as Hootsuite or Buffer, to schedule posts and have a better overview of social media performance.
Now, if you are starting a small business or a startup, you may not have an established marketing area. In that case, here are some tips on how to set up a marketing area from scratch.
First, it is important to set clear and measurable goals for your marketing strategy. As mentioned above, these objectives should be aligned with the overall business objectives. It is also important to establish an adequate budget for the marketing strategy, bearing in mind that results will not be seen immediately and that it will take time and effort to achieve the objectives.
The next step is to hire trained marketing professionals, either through a marketing agency or by hiring an in-house team. It is important that these professionals have industry experience and are aware of the latest digital marketing trends and techniques.
If you do not have the resources to hire marketing professionals, it is advisable to get training in the area, either through courses or by reading specialized books and blogs. You can also use free or low-cost digital marketing tools, such as Google Analytics or Mailchimp, to start measuring and analyzing the performance of your marketing strategy.
Finally, I recommend some useful sources of information to learn more about marketing and improve your strategy:
- Hubspot: is a leading inbound marketing platform and has a lot of free resources, such as guides, templates and online courses.
- Neil Patel: is a recognized expert in digital marketing and his website offers a lot of free articles and tools to improve SEO and marketing strategy.
- Moz: is a platform that focuses on SEO and offers tools and resources to improve search engine optimization.
- Social Media Examiner: is a platform specialized in social networks and offers tips and resources to improve a company’s online presence.
- Content Marketing Institute: is a platform that focuses on content marketing and offers resources and tools to create and promote high quality content.
Remember that marketing is a constantly evolving discipline and it is important to always be up to date with the latest trends and techniques to maintain a competitive advantage in the market. I hope these tips will be useful in your digital marketing strategy!