With over 100 billion monthly searches, Google is now such an important means of searching for information that it has become ubiquitous in people’s lives. Where is a good Japanese restaurant near home? Search Google. Find an app to organize condo bills? Search Google. It is in this scenario that the digital marketing for businesses and creating websites to promote business.
Having a strong and well-structured brand is no longer a matter of being known on the streets, but also having a digital presence. For small businesses and freelancers, then, it becomes a survival condition to have a good, well-built website, and a digital marketing job, whether it’s email marketing, sponsored links, social networking or other customer acquisition channels.
And how to start? Where to start? Let’s ask some questions and answer them:
Why have a website?
There are diverse opinions about the importance of having a website. Some argue that companies can only opt for other channels, such as social networks or a blog created on WordPress or Blogger, others say that not having a website of your own is like using another storefront to sell your products and services.
Fact is: websites are like business cards for a business. As the astronomical numbers in Google searches prove, the user searches for companies there and the best way to find them is through corporate websites.
With a responsive and strategically designed project to serve the target audience and execute digital marketing, a website offers credibility, differentiated service (chat, contact, chat), traffic generation, brand reinforcement and even revenue generation, with direct sales through the site (e-commerce).
The decision whether or not to invest in a website is up to each company, but it must be based on data and not just on “guesswork” or “feeling”.
What digital marketing strategy to adopt?
In a land where Google (and Facebook, LinkedIn, Twitter, Instagram, YouTube, Whatsapp, Snapchat, and others) dominate, having a well-planned digital marketing strategy is worthy of becoming king. Of course, there are already several companies with plans in full operation, including among its competitors.
What differs one company from another is the type of strategy to be adopted. In segments where competitors are much larger, one option is to focus on niches, as large companies typically have difficulty reaching audiences with specific needs or offering differentiated customer service.
And how to serve these niches with digital marketing? Among the most popular tools are, besides the site:
- Sponsored links – Whether on Facebook Ads, Google Adwords, LinkedIn, Twitter or any other platform, consists of buying space, in the form of link (Google), posts and banners (Facebook and LinkedIn), videos (YouTube and Snapchat), audio (Spotify ) and tweets (Twitter). Each platform has its form of remuneration for sponsored links, but most have the option to pay per click or per impression.
- E-mail marketing – While social networking is the “star of the moment,” email continues to have a larger footprint than the major networks together. That’s over 4.3 BILLION accounts, with the advantage of being one of the favorite digital tools for corporate use. That’s why many companies are betting (and are right!) On email marketing, whether it’s by periodically sending out newsletters, offers, lead nurturing, and disseminating content and information of interest to the ideal customer.
- Website Optimization – It is common even on sites with good content to find it difficult to rank among the most relevant positions in Google searches. Thus, Website Optimization (SEO) comes up with a series of procedures so that the world’s largest search engine can see the relevance and importance of a page, promoting it to the top positions. According to the company, only the first three links of a search concentrate 70% of clicks, with another 20% only on the first page of results. The next hundreds of pages split attention among the remaining 10%.
- Content Marketing – Content is becoming a no-brainer in digital marketing since the late 2000s and more strongly since 2010. Most initiatives consist of a blog with information relevant to the target audience (ideal customer) of each company, but goes beyond text and can be delivered in videos (such as the Friboi Beef Academy), podcast or audios, apps, games or any other form of content.
Do you know Inbound Marketing?
The above tools are among the main ones for digital marketing for companies, but there is a methodology that can unite all of them to approach the customer in a different approach from the traditional and aggressive, already known and spent: Inbound Marketing. This methodology is so powerful that it was used in Barack Obama’s campaigns for the 2008 and 2012 US presidential elections.
In the first election, then-unknown Senator Obama used Inbound Marketing to spread his ideas and proposals at a lower cost, as his opponent was powerful Hilary Clinton, who had a huge budget for TV and radio ads, direct mail and marketing. of guerrilla warfare. The result, we already know, right?
But let’s take a closer example: Imagine a small florist with little budget to invest in traditional marketing (print, TV and radio), why not start offering tips on your site about the best gifts and flowers for every occasion? If someone searches for “flowers for apologies,” they can find content from that company.
Then, after reading the tips of what to do for a worthy apology, the user comes across a video teaching how to make elegant handwriting for writing cards (prepared by the same florist). Then he realizes that he only needs a few things: flowers and arrangements, which the florist markets online through e-commerce and buys!
Ready, in a fast cycle, the user became a customer of his own free will, without exaggerated commercial appeals. This is the principle of Inbound Marketing: being available rather than begging for attention.