Digital marketing strategies are important for the growth of your company in the digital environment. Discover the 8 main ones and see which ones are ideal for your business.
Digital marketing, following technology, is constantly evolving. But its essence remains the same: marketing aimed at generating results within digital .
The internet, however, offers several possibilities for companies of all niches and sizes to reach more people, sell more, get closer to their customers and potential customers, receive feedback from their target audience, among others.
To achieve this, the means may be different. This is because, more than understanding your target audience, it is important to know your business, your product or service very well, so that you can make a robust plan that includes the best digital marketing strategies for your brand.
But how to define it? As we are an agency specializing in digital marketing services , we have separated the top 8 strategies that you can consider including in your planning to seek even more results in digital. Keep reading!
A strategy, whatever it is, is a plan of actions aimed at achieving specific goals . A marathon runner, for example, to reach first place, can define as her main strategy, save most of her energy for the last lap of the course and, thus, increase her chances of leaving the other competitors behind.
The same idea applies to digital marketing, where the strategy will determine the actions that will be put into practice to achieve the goals of a brand, whatever size it may be.
Without a predetermined strategy, the marathon runner in our example may even know where she wants to go, but she will hardly achieve her goal. After all, what determines the success of an enterprise is not chance. And the same goes for companies that want to stand out among their competitors.
When you have your goals well defined for your business, marketing strategies will help in the process of achieving them. Therefore, they are not only important, but also necessary for any business, whatever its size.
Not everyone knows or trusts the possibilities that digital marketing offers , or what an agency provides this type of service is. With that in mind, we decided to separate 8 commonly used strategies so that you understand them well and can precisely define the ones you want to implement in your business.
Regardless of the size of your marketing team, it's always good to reassess what has been done so far and what can be included in the planning to further increase your chances of achieving your goals. Let's get to the strategies!
Also called PPC ( Pay-Per-Click ), sponsored links or paid media, paid traffic is the flow of visitors that is generated from the placement of paid ads through platforms specific to this type of action, such as Google Ads and Facebook Ads .
In this strategy, those who want to make paid ads will only pay if there are clicks on their ads, which are displayed at strategic points on the search page or social network. In the case of Google, for example, sponsored links can appear at the top, bottom and/or side of results pages (SERPs).
There are several types of Google Ads campaigns; therefore, it is important to understand each one of them to define the ones that are most worth your investment. The same goes for campaigns on YouTube and social networks like Facebook, Instagram, LinkedIn and others.
The high points of the paid traffic strategy are the almost immediate results and the accuracy of the platforms in showing the ads to the audience with the highest purchasing potential , increasing the chances of increasing the brand 's ROI (return on investment) considerably.
It is worth remembering, however, that an effective strategy like this, even if it produces results faster than organic traffic , still requires time, dedication and, preferably, a team specialized in Google Ads and other similar platforms, to get the most out of it. take advantage of these tools.
SEO Strategies , also known as Search Engine Optimization, are focused on bringing organic traffic to a particular website, blog or internet page. For this, the main objective is to achieve good positioning on search engine results pages without spending on ads via Google Ads, Bing Ads, among others.
That's because, being in the first organic positions of a search engine like Google, which are those that appear right after the ads or even in the so-called zero position (or Featured Snippets ) , greatly increases the chances of attracting the attention of users. and users who are searching for a certain keyword in the search engine.
Notice in the image above, taken from an example from Tupiniquim , how the term “ Rebranding ” appears in the most prominent position on Google, attracting the attention of those who are searching for the subject and, in turn, increasing the chances of generating traffic. organic to our website.
By using SEO techniques effectively, the company is able to position important keywords for its business organically, that is, saving the amount that would be spent to position them through sponsored links.
Something this good isn't as easy to come by as you might imagine. SEO techniques encompass, in addition to keyword research , On-Page SEO (which involves internal site structures), Off-Page SEO (backlink strategies) and the content itself.
Although the organic result takes a little longer to arrive, it is important to work on it constantly . Thus, combined with sponsored links strategies, you will enable the flow of visitors to your site to arrive both via paid and organic routes.
Therefore, SEO techniques are essential for any business, whether through an in-house team focused on it or through an SEO agency .
Branding , contrary to what many people think, is not just about the visual identity of the brand. In fact, this is a strategy that revolves around everything that involves developing the relationship between brand and people.
If you stop to think about it, there are no unique businesses . Even a brand with a revolutionary product or service, after a period, starts to have competitors that present solutions that are equal or even superior to the original ones.
And in the face of this, what makes consumers choose one brand over another? Price can certainly be a factor, but, as we know, the market is full of examples of brands that don't have this as an obstacle.
The great differential of such brands is their Branding project , that is, the brand management that is put into practice through:
- A good visual identity;
- A unique name;
- Clear brand positioning;
- Characteristic and striking tone and voice;
- Generation of brand awareness ( brand awareness ) ;
- Creation of a brand persona.
These and other characteristics of Branding are essential to make people relate brands to good experiences, making them part of everyday life.
Because of this, a Branding strategy helps to put your brand in people's minds, making it a reference, and not just being related to the product or service you offer. A Branding agency can help you in this mission.
Reading tip: 9 Examples of branding projects for your company to be inspired by.
Inbound Marketing is a methodology known as “ attraction marketing ”, where the main focus is not the brand itself, but the target audience it serves. In other words, the goal is to engage people so that they are naturally drawn to buying a product or service or closing a deal.
To achieve this, Inbound Marketing works based on 3 fundamental elements:
- Attract: by creating relevant content that helps potential customers solve their doubts;
- Engage: through proposals for solutions that take into account the pain of the target audience, the customer's purchase journey and the moment in the sales funnel ;
- Enchanting: building customer loyalty and helping them with additional post-sales content and service.
To start implementing the Inbound Marketing strategy, first of all, you need to understand very well the audience your brand wants to reach. Therefore, one of the crucial steps is precisely the definition of the brand persona .
A persona is a fictitious representation of your ideal audience, that is, it brings together common behaviors and characteristics that are found in a group of customers or potential customers. Therefore, it is an essential tool for the application of Inbound Marketing.
After all, how do you start defining actions to attract an audience you don't know? Inbound Marketing is about the people, not the company. Therefore, the idea behind it is to humanize the relationship between brand and audience , and, in this way, conquer fans and not just customers.
Although we separate Content Marketing as an isolated strategy, it is part of the “ attract ” phase of Inbound Marketing. So, to be able to bring people to the brand and not the other way around, content creation is the best method.
From the moment you have your persona well defined, you know which channels it uses and what types of content it consumes, it becomes easier to develop a plan that will use this information strategically.
So, Content Marketing is nothing more than creating content that is relevant and interesting to the brand persona . In other words, it is not talking about the product from the company's perspective, but from the people's needs.
In the example above, the blog of the home appliance brand Consul seeks to bring content that revolves around the universe of its products . Note that, despite not talking directly about them, the brand produces articles that address people's common pains and that are aligned with their search intent.
That way, you not only teach your audience new things, but you also teach them better to use the products or services your brand offers. And that is the main charm of the strategy.
Here at Tupiniquim, we use Content Marketing as a way to bring more knowledge to our customers and potential customers about the vast, and sometimes a little confusing, universe of digital marketing.
In addition to our digital marketing blog , we also work with web stories , which are a type of fast, interactive content so that more people have access to relevant topics about marketing and sales through Google's “Discover” feature.
It is worth remembering that Content Marketing and SEO are two strategies that complement each other. After all, quality content that does not take into account optimization techniques cannot rank on Google. And this is even worse for low quality content.
See more examples of Content Marketing applied in practice in our article with 8 Examples of Content Marketing for You to Get Inspired .
Social networks, as they have the purpose of connecting people and encouraging the formation of groups with similar interests and tastes, are considered increasingly powerful digital marketing tools.
After all, that's where people spend most of their time online. Therefore, as the networks grew and new ones emerged, brands rushed to conquer their spaces there as well, ensuring a presence in people's feeds .
But creating content for social media is no easy task. After all, these environments are full of distractions and offer some risks, as they are channels belonging to other companies, such as Facebook, Instagram and Twitter, for example.
Even so, social networks are excellent for generating brand engagement , improving contact with the public, receiving feedback, reaching more people, generating organic traffic to the site, running well-targeted paid media campaigns, among other advantages.
A good social media management strategy takes into account the characteristics of each platform , in order to align the audience and their content format to the brand personality. That's because every social network is different.
It is also important for this strategy to use social media management tools , which help, among other things, in planning content, scheduling, measuring metrics, etc.
Reading tip: Social Media Management x Performance Campaign: In Which To Invest?
Influencer Marketing is a strategy in which brands partner with influencers, or digital influencers, to promote products or services to a highly targeted audience.
This audience is made up of followers who follow and trust the work of this influencer. Therefore, it is easier to attract the public's interest through this person who already influences them in some way.
For example, a gaming accessories brand might get in touch with a famous YouTube streamer and offer a microphone for her to test and then comment on it in her videos on the platform. Thus, the brand achieves social proof that validates the quality of its product, while attracting a new base of potential customers.
As most of these digital influencers are on social networks, the Influence Marketing strategy is added to the management of social networks and also to the UGC content, or User-Generated Content .
There are some points of attention regarding this strategy, as it is necessary to take into account that the “star” is not your brand, but the influencer. Therefore, it is important to research well and take into account the communication and posture of this person who will represent your brand .
The strategy of using email as a way to reach a certain audience is discredited by many. But the truth is that Email Marketing is still extremely relevant today. After all, there are more than 4.2 billion email users in the world.
Through Email Marketing campaigns, the brand can get closer to its audience , offer relevant content, in addition to presenting its products or services in a more direct way and with fewer distractions, directly in people's inboxes.
E-mail Marketing can also be used to deliver announcements or other relevant brand information , as is the case in the example shown below.
But this strategy has some notable challenges. After all, for an email to be read, it must first be received. It is very common for this type of communication to end up in the spam box , cutting off all chances of the brand being able to achieve its purpose.
Another crucial point is the subject of the email , which should be catchy enough to encourage people to open it. For this reason, the open rate is inevitably the most important metric of this type of strategy.
It's worth remembering that email content is also essential for people to stay engaged and open new emails as soon as they land in their inbox. After all, this is a more intimate space and one that must be respected by the sender.
Now that you know the main digital marketing strategies well, let's list some of the most important resources that support their application in your company's marketing. Check out 4 of them below.
You can create perfect digital marketing campaigns , but if your website is not responsive, usable and easy to load, then all your efforts will be wasted.
There are several reasons, but one of them has to do with Google itself, which considers user experience to be one of the main points when ranking a website in its results pages.
But regardless, think of your website as a testament to the quality of the service or product you offer. Here at Tupiniquim, for example, we suggest creating websites in WordPress , which is a free, easy-to-use CMS that offers several design and SEO possibilities.
The brand blog is also an important part of a good Content Marketing strategy. You can integrate it into your website and create articles about your products, services and other topics relevant to your audience.
Reading Tip: WordPress: Why This is the Right Platform for Your Business?
A landing page, also known as a “landing page”, is an essential digital marketing resource, as its main objective is conversion .
To achieve this goal, landing pages need to be objective, with more visual elements and with a CTA ( Call to Action ) button strategically positioned on the page.
That's because they need to encourage people who arrive at the page to perform a single action , be it filling out a form, downloading some material, contacting the company, among others.
Want to know more? See also: 9 Landing Page Examples to Get Inspired and Increase Conversion Rate.
One of the great advantages of digital marketing is in the measurement of data. From them, the metrics can be followed to understand the results obtained more accurately.
Because of this, digital marketing metrics will guide all your marketing planning and campaign design. From them, you can identify mistakes and successes and, from there, draw up plans that aim to further improve the performance of your marketing actions.
There are several metrics you can track, but it's important to always consider the ones that make the most sense for your business .
Finally, we could not fail to mention another amazing digital marketing resource: the tools .
As technology advances and new needs arise, more and more software is created to meet these demands. Therefore, currently, there is no shortage of tools to assist you in data management, content creation, email marketing, CRM ( Customer Relationship Management ) , among others.
It is true that many of them are expensive and not very affordable. But there are also free tools or tools that offer a trial period so you can assess whether the features offered are in line with the needs of your business.
You may also be interested in:
How to Create a Successful Digital Marketing Campaign? Check out Everything You Need to Know!
10 Digital Marketing Books You Need to Know + 2 free e-books.
You may be asking yourself, “ What is the best digital marketing strategy? ”. After all, throughout this article, we show 8 of them that seem essential for any business to take off, right?
But the truth is that there is no better or worse. Each business works in a different way, with different purposes and audiences. Therefore, it is valid to evaluate the need to implement this or that strategy from the perspective of your brand.
The important thing is to understand them well, consider hiring a specialized team or an agency that offers digital marketing services, and have an open mind to see digital for what it really is: full of opportunities .