It is no wonder that every company appears like a digital moth whirling around the web, looking for the best way to show itself and make itself known to users: keeping up with the public's digital preferences and behaviors is, today, a true rule of survival, also in light of the continuous increase in competition, in every sector.
Precisely for this reason it is essential for any company to invest in a correct and effective web marketing strategy, using the right channels to achieve their goals.
Why is having a digital marketing strategy vital today?
In an era where much of the research (and purchase!) process new zealand whatsapp number data 5 million of goods and services takes place online, it is easy to understand how not having a digital marketing strategy is equivalent to missing an important opportunity.
Planning a digital marketing strategy means first of all asking yourself questions and finding the most strategically suitable answers to translate the company's business objectives into a truly effective multi-channel action plan. Questions such as:
What are our goals?
What target should we address?
Where can we track target users?
How to best convey our message?
Which tools and platforms are best to use?
How do competitors behave?
Is your company website ready to host digital marketing activities?
Defining a good web marketing plan starts from these questions and only after finding the right answers will we be ready to take a further step, launching advertising campaigns on search engines or on Social Media, for example.
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The main steps for an effective Digital Marketing strategy
There are many channels to use in digital marketing , but not all are equally effective. And above all, in order to develop an effective strategy, it is necessary to proceed step by step, starting from an accurate analysis of the competition and then following 4 fundamental steps on which the entire framework of a successful web strategy is supported.
1. Make your site indispensable
Does the site present us in the right way? Are our services or products clearly displayed? Are our pluses, what makes us "better" than other competitors, clearly visible? Is the graphics modern and "attractive"? Is the site technically up to date? Is it responsive? These are just some of the fundamental elements to take into consideration before thinking about increasing company visibility (and consequently a significant increase in site traffic!) thanks to advertising campaigns on the web.
We must first of all realize if the site is ready to welcome the target users , our potential customers, that we will reach through advertising campaigns. Otherwise all the effort (especially economic!) will be completely useless.
2. Launch advertising campaigns on the web
Once the site is ready, we will be able to focus on actual marketing activities, such as Search Engine Advertising, perhaps activating Google Adwords campaigns to reach users based on their searches on Google or Social Media Marketing, managing the company's social profiles with dedicated editorial plans and structured brand awareness, lead generation or direct sales campaigns.
3. Reach and "cultivate" your potential customers
Among the most effective activities is certainly Inbound Marketing, a relatively "new" methodology that does not aim to convey a "direct" advertising message, but rather to be contacted directly by the target audience, who will approach the company driven by real interest in the editorial content published on the company blog, initially becoming simple contacts and subsequently real customers, especially by exploiting the infinite automation processes offered by the Inbound Marketing platforms available on the market, such as Hubspot for example.
4. Analyze site traffic
Once the site has been optimized and advertising campaigns launched on the chosen channels, it is equally important to monitor the traffic generated on the site, taking into particular consideration:
BROWSING SESSIONS - The actual browsing sessions generated by users who arrive on my site, divided by the various acquisition channels (sessions generated by user searches on search engines, sessions from Google Adwords campaigns, from social networks or newsletters, etc...).
BOUNCE RATE - Do users land on my site and are they encouraged to continue browsing to other pages or do they leave immediately?
AVERAGE SESSION TIME - How long do they spend on my site? Are there any particularly interesting pages that users spend more time on?
CONVERSIONS GENERATED - Conversions first of all represent an objective, which can range from filling out a simple contact form, to registering for an event, to the direct purchase of one of our products or services on our e-Commerce. It is therefore essential to know how many conversions have arrived and from which channels specifically.
All these metrics (along with many others, of course, especially those related to the world of e-Commerce) can be analyzed through specific monitoring tools such as Google Analytics or more specific tools capable of directly showing the user's actual navigation via video (where they clicked, which elements or contents they stopped on).
Only in this way will it be possible to truly understand how users behave on your site, from which channels they enter (search engines? Google Adwords campaigns? Social media? Facebook or LinkedIn?) and "convert", while at the same time uncovering "problems" of usability of the site that had not been previously evaluated (or to which the necessary weight had not been given).
Whatever industry your company operates in, B2B or B2C, we all need a comprehensive and effective digital marketing strategy .
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