Digital marketing Write For Us – With everything digital marketing encompasses (SEO, content marketing, analytics, etc.), it can be overwhelming to decide where to start and, most importantly, choose what will benefit your business the most. For digital marketing to be effective, you need a strategy activated in campaigns.
Here is a list of the most common digital marketing strategies.
digital marketing strategies
- Focus on search engines
- Email Marketing Segmentation
- content marketing
- Social media management
- Uso de landing pages
- Advertising with allies
- Mobile apps
1. Focus on search engines
It integrates two strategies to generate different types of traffic: organic and paid. The first is search engine optimization (SEO). It consists of configuring a brand’s site, especially its blog section, with keywords that Internet users use in search engines. The goal is to appear at the top of the results page and have more organic visits from there.
The second is more focused on sales: search engine advertising (SEM), which is based on advertisements for a brand’s products or services, which appear at the top of search engines when users type specific words or phrases. This is charged based on clicks on the ad and other standards.
2. Email marketing segmentation
Divide according to your age, gender, interests, location, among others. Email marketing requires targeting a specific segment because it is likely that a single type of email will not be attractive to the entire database. Similarly, it is favourable that prospects, subscribers and frequent customers have their own content.and and
3. Content Marketing
Generate valuable content that provides a solution or knowledge to your target audience; Get users interested in your brand according to the inbound marketing methodology. It is also essential that you connect your publications with the other platforms on the web; For example, to the description of an image on social networks, you can add the link to your website, just as on the website, you can add buttons that redirect to your social networks or a share button in an article.
4. Management in social networks
Advertising and marketing on social networks are keys to a digital marketing strategy, so use this valuable tool to promote your products or services. The same platforms include the section for creating advertising campaigns and performance analysis.
5. Uso de landing pages
Making a landing page or landing page will make it much easier for users to share their contact information (name and email mainly) without distractions through a form. This way, you will achieve more conversions by purchasing products, quote reports, subscriptions to newsletters, registering for a course and other offers.
6. Advertising with allies
It is when brand associates with third parties to create new spaces to promote its products. For one, you can pay other sites to place your banner ads on them; one of the most popular platforms is the Google display network. Another effective option is the collaboration of influencers to show your products on their social networks.
7. Mobile applications
Many brands have gone further to better serve their customers by creating mobile apps. With it, they provide exclusive options and services from the comfort of their phone while serving as an effective marketing medium.
How to create a complete digital marketing strategy
- Develop your buyer personas.
- Identify the digital marketing goals and tools you will need.
- Evaluate your existing digital marketing channels and materials.
- Plan the content and advertising of your own media.
- Plan the content and advertising of your earned media.
- Plan the content and advertising of your paid media.
- Unify all actions.
1. Develop your buyer personas
You must know who you are targeting for any marketing strategy (whether online or offline). The best digital marketing strategies are configured from specific buyer personas; therefore, creating these profiles is the first step you must follow. Need help? Explore our free buyer persona builder!
Buyer personas represent your ideal customers and can be created through market analysis, research, surveys, and interviews with your company’s target audience. It’s important to note that this information should be based on accurate data whenever possible, as speculating about your audience can lead your marketing strategy in the wrong direction.
Digital marketing Write For Us
To get a complete picture of your ideal consumer, your research group will need to cover a mix of customers, prospects, and people not in your contact database who match your target audience.
But what kind of material should you include in your buyer personas to plan your digital marketing strategy? That depends on your business and will vary if you have a B2B or B2C company or if your product is high or low cost. Here are some suggested starting points, but you can modify them according to your company’s needs.
Quantitative (or demographic) information
- location. You can use web analytics tools, such as Google Analytics, to quickly identify where your website traffic is coming from.
- Age. This may or may not be relevant, depending on your business type. It is best to gather this data by identifying trends in your prospects and customer database.
- Gender. Due to the nature of some products, it is essential to know what gender people identify with. For example, it is relevant for a clothing brand when sharing its recommendations.
- Income. It is best to collect sensitive information, such as personal income, through research interviews to create buyer personas, as people may not want to fill out this information in online forms.
- Job position: You can get this information from your existing customer base, which is most meaningful for B2B companies.
Qualitative (or psychographic) information
- Objectives. Depending on the need for which your product or service was created, you may already have a good idea of what goals your buyer persona seeks to achieve. However, it’s best to consolidate your assumptions by talking to customers, vendors, and customer service representatives.
- Problems. Again, reach out to customers, vendors, and customer service representatives to clearly understand common issues facing your audience.
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Digital marketing Write For Us
- Hobbies and interests. Talk to customers and people who fit your target audience. For example, if your company is in fashion, it will be helpful to know if a large part of that audience is also interested in health and wellness topics since this information can help you decide on future collaborations and content creation.
- Priorities. Have a dialogue with customers and people who align with your target audience to find out what is most important to them about your company. For example, if you’re a B2B software company, knowing that good customer support is more important to your audience than competitive pricing is extremely valuable.
Take advantage of this information and create one or more ideal consumer profiles. Make sure they are at the centre of your digital marketing strategy.
2. Identify the digital marketing goals and tools you will need
Your objectives should always be related to the fundamental purposes of your company:
- Increase sales and income
- Retain and retain customers
- brand recognition
- Attract new customers (leads and qualified leads)
- Customer satisfaction
- Increase engagement
- Increase traffic to the website
We recommend creating SMART objectives to help you better define where to direct your campaign. For this, you must determine how you will measure the results quantitatively. For example, if your company’s goal is to increase online revenue by 20%, your goal as a marketer would be to increase the number of leads through your website by 50%, compared to the previous year, to contribute to joint success.
Digital marketing Write For Us
No matter your primary goal, you need to know how to measure it and, more importantly, be able to measure it (i.e., have the right digital marketing tools). The way to evaluate the effectiveness of a digital strategy will be different for each company and will depend on its objectives. Still, the fundamental thing is to guarantee that you can do it since these metrics will help you adjust your future strategy.
HubSpot Customers – The reporting tool in HubSpot brings all your marketing and sales data together in one place so you can quickly determine what’s working and what’s not.
3. Evaluate your existing digital marketing channels and materials
When considering incorporating your available digital marketing materials or channels into your strategy, consider the big picture first to avoid feeling overwhelmed. The Owned, Earned, and Paid Media framework helps you categorize the media, materials, or digital channels you already use.
Own media
This category refers to digital materials that belong to you. They can be your website, your social network profiles, the content of your blog or your images. Own channels are the ones that your company controls completely.
means obtained
Earned media refers to the exposure you get through word-of-mouth recommendations. You can contact them with mentions in the press and positive comments when other people share your content on social networks, etc. Whether it’s the content you distribute on other websites (for example, guest posts), the PR work you carry out, or the customer experience you deliver, earned media is the recognition you receive as a result of those actions.
paid media
This category refers to any medium or channel in which you invest in ads to capture the attention of your buyer personas. This includes ads on Google Ads, paid social media posts, native advertising (such as sponsored posts on other websites), and anything else where you pay directly for visibility.
Your digital marketing strategy could incorporate elements from all three mediums to help you achieve your goal.
Destination. For example, you might have your own content on a landing page on your website that you’ve created to improve lead generation. To amplify the number of leads that content generates, you may have worked hard to make it popular, meaning that other people share it through their personal social media profiles, thereby increasing traffic to the landing page.
To support the success of your content, you may have published it on your Facebook page and paid to have more of your target audience see it. That would be your earned media component. This is how the three means work together to help you reach your goal.
Of course, it is not mandatory to use them all. If your owned and earned media are performing well, you probably don’t need to invest in paid media. It’s all about evaluating the best solution and then incorporating the channels that work best for your business into your digital marketing strategy.
4. Plan the content and advertising in your own media
At the centre of digital marketing is your own media, which is almost always in the form of content. Content is everything your brand conveys, whether it’s your “our company” page, product descriptions, blog posts, ebooks, infographics or social media posts – it’s all considered content.
Content helps you convert your website visitors into leads and customers and raise your brand profile. No matter your goal, you will need to use your own content to build your digital marketing strategy.
Lead generation in the past). To create your digital marketing strategy, you must decide what content will help you achieve your goals. If your goal is to generate 50% more leads through your website compared to the previous year, it’s unlikely that your “our company” page will be included in your strategy (unless that page has been a marketing machine).
Conversely, an ebook (received by filling out a form on your website) is very likely to attract a large number of leads, and as a result, this is the type of content you should take advantage of.
Here are some easy steps to determine what proprietary content you need to meet your digital marketing goals.
Audit your existing content.
Set up a list of your existing content and rank each item based on past performance against your current goals. If your goal is to have more leads, list the things that have generated the most leaders in the past year (a specific blog post, ebook, or even a particular page on your website with a reasonable conversion rate).
The idea here is to determine what works well today and what doesn’t, so you can set yourself up for future success.
Identify gaps in your existing content.
Identify any deficiencies in your current content based on your buyer personas. For example, let’s say you run a business specialising in math classes. During your audience research, you discovered that one of your ideal consumer’s top problems is finding exciting study methods. If you do not have anything related to this topic, that is the deficiency of your content, and you should start creating related content.
When you analyze your content audit, you might find that ebook hosted on a specific type of landing page has a reasonable conversion rate (much better than webinars, for example). If we go back to the case of the company specializing in math classes, you might decide to add an ebook on “how to find more interesting ways to study” to your content creation plans.
Create a content creation plan.
Based on your findings and any identified gaps, draw up a content creation plan detailing the content you need to achieve your goals. This plan must include the following:
- Title
- Format
- Aim
- promotional channels
- The reason you’re creating this plan (for example: “My buyer persona is having trouble planning their blog content, so we created an editorial calendar with templates”)
- Priority level (to help you decide what will be worth the most for your money)
This can be a simple spreadsheet and should include budget information if you plan to outsource content creation or create the content yourself.
5. Plan the content and advertising in your obtained media
Assessing your previous earned means against your current goals can help you determine where to focus your time. See where your traffic and leads are coming from (if that’s your goal) and rank all earned media sources from most effective to least effective.
If you’re a customer, you can get this information through tools like Google Analytics or in HubSpot’s source reports.
You may find that a specific article you contributed to the industry press brought a large volume of qualified traffic to your website, which in turn had reasonable conversion rates. Or maybe you find that LinkedIn is where people share your content the most which, in turn, attracts a lot of traffic.
The critical thing, in this case, is to know which of your earned means will help you achieve your goals (and which will not) based on historical data. However, if there is a new strategy you want to try, don’t dismiss it just because you haven’t used or tested it yet.
6. Plan the content and advertising in your paid media
This process is practically the same. You should evaluate your existing paid media across all platforms (e.g. Google Ads, Facebook, Twitter, etc.) to determine what will most likely help you achieve your current goals.
Suppose you’ve invested a lot of money in Ads but haven’t been getting the results you want. In that case, it may be time to adjust your approach or even eliminate that spending and shift your investment to another platform that you think will generate better results.
By the end of the process, you should have a clear idea of which paid media platforms you want to continue using, and which (if any) you should remove.
7. Unify all actions
After carrying out the planning and research processes, you will have a sound vision of the elements that will be part of your digital marketing strategy. This is all you should have so far:
- A clear profile of your buyer personas
- One or more specific marketing objectives
- A spreadsheet with your own earned and paid means
- A schedule for your existing owned, made and paid media
- A list or a plan for creating your own content
Now is the time to unify all this to form a solid strategic document. Remember the meaning of “digital strategy”: a series of actions that will help you achieve your goals through online marketing.
Based on this definition, the strategy document should set out the series of actions you will take to achieve your goals based on the research you have done up to this point. An Excel sheet is usually the best format for this document.
Digital marketing Write For Us
For consistency, you may find it easier to set these actions based on the Owned, Earned, and Paid Media schema we used above.
Also, you’ll need to design your strategy for an extended period (typically 12 months or more, depending on how your business is set up), so it’s helpful to indicate when you’ll take each action. For example:
- In January, you could start a blog that you update continuously once a week throughout the year.
- In March, you could launch a new ebook with a paid promotion.
- In July, you could be preparing for your biggest trading month.
- In September, you could plan to focus on media earned through PR to attract more traffic in the run-up.
With this approach, you should also come up with a structured timeline for your activities, which will help you communicate your plans to other members of your company.
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