digital marketing

What is digital marketing, strategies and best practices

Have you ever stopped to think about what digital marketing is? This type of marketing is about delivering advertising through digital channels such as search engines, social media, email, paid traffic, etc.

People are no longer focused on televisions and billboards but on smartphones and notebooks. If you are not yet informed about digital marketing strategies, you are certainly being harmed, as this field is not only a trend but also a reality.

The digital market, as well as various fields of technology, provides unique benefits such as scalability and direct communication with your avatar. With that, adopting digital marketing strategies your conversion rates will increase.

In this article, we’ll cover everything you need to know about digital marketing and its strategies. You can already understand that it is essential to know what digital marketing is, right? So it’s time to learn more about the subject digital marketing came about

The term digital marketing was first used during the “birth” of the Internet, the Web 1.0 by Tim Berners-Lee, in 1992. The following year, the first clickable banner was created and, in 1994, Yahoo was founded.

In the first year of the creation of the portal, it has already received a million hits, and this has led several other companies to start optimizing their pages so as not to lose out.

What is digital marketing?

We can see digital marketing as promoting products or brands through digital media. Furthermore, it is one of the main ways for companies to communicate with their target audience in a personalized, direct and timely manner.

This strategy is based on reaching the target audience and current customers, creating a relationship with them through the Internet and other electronic devices, and also helps to develop your brand identity.

It is essential to know that digital marketing offers numerous strategies. There is a universe of options, techniques and trends to be explored, such as SEO, content marketing and Social Media Marketing.

Because the universe of digital marketing is very broad and it is a social process, something that depends on the agreement between two people who are in a certain context, anyone can practice digital marketing strategies. That’s right, people, companies, universities, governments, NGOs, associations, churches, among others.

For this reason, digital marketing also involves demographic, cultural, psychological, geographic and legal factors that influence consumers when they make a purchase or sale.

The Internet is an essential part of digital marketing. However, this also means that changes in digital marketing strategies are dynamic and daily, as well as new developments appear all the time.

Currently, most of the world’s population is connected to the digital world and does more and more things in it, including shopping. So when we talk about marketing, it’s impossible not to talk about digital.

Digital Marketing Glossary

Digital marketing has its own terms and concepts. Therefore, it is essential to know what each one is and understand them if you want to know what digital marketing is. So we’ll explain each term below.

1. Persona

The personas are semifictícios profiles, built on the basis of their real consumers and used to direct digital marketing strategies. This profile represents the ideal buyer of the brand and, based on it, you create more effective marketing actions for the target audience. In this way, your company saves resources and time.

2. Lead

The leads can be described as business opportunities. They can appear through one of the marketing strategies called Inbound Marketing, which highlights certain information so that you can identify those people who have a great potential to become buyers. Then you can nurture those leads with relevant information until they’re ready to checkout.

3. CRM

CRM is the abbreviation for Customer Relationship Management, a software that aims to effectively manage the relationship of a company with its target audience, new customers and those who have already purchased its product. Some of the main features of CRM are customer registration, registration of their information and preferences, last contacts made with your company, control of follow-ups, among others.

4. Sales funnel or purchase journey

The sales funnel, also known as the buying journey, divides the purchasing process that the consumer goes through before the sale is completed into stages. For example, the customer goes through the understanding of a problem, then the interest in the product, until reaching the final decision on the purchase.​

5. SEO

SEO, Search Engine Optimization, or in Portuguese, search engine optimization, is composed of some actions such as the use of keywords so that the content of your digital marketing is well ranked in search engines. But for that, you need to fulfill some criteria and requirements established by the search platform, such as Google.

6. Landing page

Landing pages are pages focused on capturing and converting leads. It is essential that in this digital marketing tool you offer relevant content that has value for the customer. In return, interested visitors will leave their contact information, such as name and email. So these people become leads. The content offered can be a podcast or an e-book, for example.

7. CTA

The call-to-action, better known as CTA, is a call that directs its users to carry out a command or take some action. For example, suggest that they go to a link to visit a particular page. CTAs continue the flow of your sales funnel until buyers arrive at the point of purchase, prepared for consumption.

8. CM​S

CMS, or Content Management System, which in free translation means “Content Management System”, is a tool for the production, editing, and publication of content in the digital environment, without the need for any technical knowledge in programming. This way, from a CMS, you can create websites, blogs and other portals in an amplified way.

9. Nutrition flow

This is a marketing automation process. Feed flow is a user action where a trigger for a flow of messages, typically email, is triggered. The goal is to help your visitor navigate the sales funnel.

10. Keywords

This concept is directly related to SEO. This is because, keywords, or keywords, are terms composed of only one or more words. They are the main search engine for users in search engines. In digital marketing, it is through keywords that people write their doubts, hoping in return for a quick response from search platforms. Thus, all searches originate on one or more terms.

Also, keywords are related to content marketing, which we’ll talk about later. They provide guidance when creating websites, pages, blogs and posts. By defining and using the main terms present in that text, that is, the keywords, you are telling the search engines that your content is about a subject related to specific terms.

That way, by defining the right keywords, there is much more chance of your content appearing at the top of search engine results in search engines.

11. Paid traffic

As a general rule, paid traffic is when you pay for your website to appear at the top of the page in the results of a Google search. The chosen search directly involves your product or service. So if, for example, you have an English course on the Internet, a good example of a search would be “studying English online”.

Another interesting feature of paid traffic, in addition to this specificity, is the use of cookies and retargeting. Cookies are data captured by the ad that “learn” the visitor’s behavior and advertise back even more relevantly. Retargeting advertises back to those who have already interacted with your brand.

12. Sponsored links

Sponsored links are digital marketing ads, predominantly in plain text format. Many consider that since the vast majority of the most famous sponsored links appear in searches performed on Google, this concept means the same thing as the ads on this search engine.

However, this is only one of the infinite ways, since sponsored links can be any paid link that is used on the Internet to advertise and advertise products or services. In addition, sometimes they can also be considered as advertisements on social networks, blogs, among others. Sponsored links can be displayed on many different platforms, for example, the Google Display Network, blogs, news portals and search engines.

Many people who invest in digital marketing have bet on the use of sponsored links, making this a strategy increasingly used by companies from different areas of activity. Mainly because the audience of Facebook, a platform that has a great ad tool, has been dropping.

Even though sponsored links are a paid digital marketing strategy, it’s worth your investment. To achieve your goals, at some point you will need to involve paid marketing actions, and sponsored links bring good results.

Digital marketing strategies

Now, after explaining what content marketing is and its main concepts and tools, we will talk about the various digital marketing strategies. They can be applied and chosen according to your company’s needs and objectives. Therefore, it is necessary to understand well about each one of them.

1. Content Marketing

Content marketing is one of the channels that are less focused on promotions, discounts and direct sales. This side of digital marketing works the connection and relationship of a company with its customer or lead.

Nurturing this content marketing and SEO link is beneficial to the business on its own, which can win over “brand attorneys”, as well as being helpful in getting to know your ideal client better and offering the best options.

Content Marketing Channels

There are channels to put content marketing into practice, and the blog is the main one, since it is a means of communication with the target audience without interference or distractions, as in social networks.

In it, you are free to publish what you want, the way you prefer and at the time you choose. Another advantage is that blogs can be edited and managed without major complications and difficulties, being a practical, economical, simple and fast digital marketing strategy.

Another option is the institutional websites, which work as a complement to the blog and social networks, being considered indispensable by many companies. The institutional website is good digital marketing, as it increases the credibility of your business, contributing to the perpetuation of a reliable and serious image.

First, because it increases the reliability of your business. After all, when people look for you, they need to be sure that your company works with quality. Second, it is one more way your target audience can get to know you, and it also helps you to improve your ranking in search engines.

However, the main reason to bet on the institutional site is that it is essential for people to have a place to order their products or services and, of course, consume. For this, it is not enough to just create a page, your marketing actions need to direct users to this channel, as well as to the blog.

2. Inbound Marketing

In short, Inbound Marketing means attraction marketing, since your goal is to make people find you. For this reason, among digital marketing strategies, this is the one that will seek to understand the needs of consumers the most and then create a communication channel with the target audience. Therefore, he offers a solution to your desires and problems.

The Internet is your great ally since through it you can conduct research to find out what the target audience’s interests are so that you can then offer materials that meet these demands.

After practicing Inbound Marketing for a while, you can conquer your own audience and, more than that, generate a constant communication channel with them, that is, a conversation with your target audience, instead of just sending messages.

With this, your posts end up being increasingly sought after by a greater number of people. As a result, you understand more about your audience’s specific interests and issues and then serve them better using content marketing. That is, delivering relevant materials to the audience.

3. Marketing on social media

As an extension of content marketing, the brand that is present on social media achieves more engagement, irreverence and daily connection. Furthermore, it is on social networks, such as Instagram and Twitter, that most people spend their time, in addition to making possible visits to websites and landing pages.

The biggest hindrance of marketing on social networks is the algorithm of these platforms, which tends to work in favor of those who pay for ads there. However, using both strategies yields considerable results.

Step by step to have good digital marketing on social media

As social networks are one of the main digital marketing strategies, we will talk about them more specifically. It is essential to follow an effective strategy on these platforms so that there is the engagement of the target audience and thus generating traffic to your domain. In addition, social networks must remain channels for communicating and promoting the brand.

1. Set goals and objectives

You must ask yourself: “What do I want to achieve through social media?”. When carrying out this question, remember that social networks have a sales funnel that shows the stages of the consumer journey. Therefore, you must track the relevant metrics for each step.

2. Find the right networks for your business

Nowadays, there are countless social networks and new media are appearing at every moment. However, they are not the same, and each one has its own peculiarities. Therefore, it is necessary to choose which ones suit the profile of your target audience and what are the users’ intentions in each of them. The main ones are:

  • Facebook;
  • LinkedIn;
  • Instagram;
  • Twitter;
  • Tik Tok.

Before creating a profile for your company, research your audience profile and also look for keywords and trends.

3. Make a profile for your brand

The profile will be assembled seeking to achieve your goals and objectives. Pay attention to the formats and sizes of the posts, in addition to the language adopted, which must comply with the standards designed for your brand. These strategies will promote an approximation with your avatar.

4. Take a look at your competitors’ social networks

This will help you understand and leverage the relevant topics your competitors are posting. Furthermore, you will be able to exploit the weaknesses of these social networks so that you can turn them into an opportunity for your company.

5. Create a posting plan and editorial calendar

It is essential to have regularity in your publications if you want to engage in your social networks. For that, it is necessary to have organization. One tip is to create a posting plan and an editorial calendar with ideas, themes and dates for upcoming posts.

6. Analyze and measure results

The last tip for digital marketing on your social networks is to analyze and measure your results. Social networks themselves make your account metrics available, use them to refine your digital marketing strategy and learn more about your target audience.

If you want to know more about how to engage and sell more on Instagram, check out the video below:

Email marketing: understand how it works

E-mail marketing is closely linked to the paid traffic, since it is remarketing, which is to send an email to someone who left an item in the cart and did not pay, for example.

In addition, you can use email to feed leads with content and keep them always “warm”. Create an email marketing strategy capable of advancing your lead into your sales funnel. This cannot be influenced by any algorithms or any other delivery barriers — except for spam. But, just follow the basic healthy email campaign recommendations.

To build an email list, you need to gain contacts through other digital marketing strategies such as landing pages and email marketing itself. For this, see some recommendations:

  • Choose a good software that will manage your lists;
  • Create an awesome offer such as a discount or rich content along with a sign-up form;
  • Put these subscription forms on your website or blog;
  • Make landing pages and adopt a language for your company that can create captivating messages.

Email Types

There are several types of email, and each one has a purpose. For example:

  • Informational to convey relevant information to contacts;
  • Nutrition to encourage the reader to take some specific action on your blog, website or even on the social network;
  • Educational, which aim to solve problems and answer questions;
  • Transactional, which focus on user conversion;
  • Newsletter, which works like a newspaper, in which you send content with a certain regularity, which can be the dissemination of materials, creative messages or other forms of dialogue with your contact base.

To write good emails, check out the 77 email marketing headline templates we’ve prepared.

What is essential to know about digital marketing

In addition to strategies and concepts, there are also some aspects of digital marketing that you need to know if you want to master this subject. Check out!

1. Mobile marketing

Going back a few years, would you imagine carrying an object with you at all times in your pocket, besides your bed, and even beside your plate at lunchtime? Incredibly, it is nothing vital like food or water, but an electromagnetic wave communication device.

So, it can be very promising to keep your business there, where there is always someone checking social networks, emails, recent news and everything that the cell phone allows us to access.

2. Marketing automation

Is it feasible to invest in all of these media: paid traffic, content marketing, social media marketing, email marketing and offline mobile marketing? It’s possible, and if your ideal customer accesses all of these channels, it’s a must to invest in all of them.

Marketing automation software is essential for you not to get lost on this journey. These are platforms that integrate strategies and help capture leads, create flows automatically, calculate if the cost of a given campaign is worth it (based on the size of your return on investment) and generate reports of all this for you to study. They regularly take their marketing to new heights.

What You Can Get With Digital Marketing

The time to talk about the benefits of digital marketing has arrived. This strategy allows you to improve the conversion rate, making your business more visible and improving the relationship with your avatar.

1. Have your business found easily

Almost every time you need a product or service but don’t know a name or a reference brand, you turn to Google or social media, right? The opposite also happens. Sometimes, someone has just visited a restaurant, takes a photo or another, posts it on social networks and checks the establishment’s profile to know the identity and services that are still unknown.

2. ​Engage with customers

If it weren’t for content marketing, email marketing and social media marketing, how exactly would you create engagement with your customers? In the physical, it’s literally impossible to interact with dozens, even hundreds of people at a random time — whereas you can do it sitting at home doing a webinar or Instagram live. It’s differentials like these that make digital marketing provide scalability and flexibility to your business.

3. Understand the buying journey

Before the popularization of the Internet, when there weren’t so many brands on the networks, how was it possible to know the path of the consumer to buy and what led him to the purchase decision? Display of prices, the suggestion of alternative products, offering gifts and demonstrations, among others. All this consumer interaction with brands is traceable, and many benefit from it, even hospital marketing, for example.

4. Analyze your business better

Without digital marketing, not only would you be unable to track your customer to purchase, you would not be able to record and analyze any data. Today, for free, with an effective lead generation process, you can understand when most of your customers are online, what they share and what their opinions are expressed in the comments.

5. Targeting

Having direction is critical. Although it’s great to be able to talk to a lot of people, it’s no use doing this if this audience doesn’t have the slightest interest or the profile of your company. Being able to talk to the right people, that is, with your target audience and persona, is one of the differentials of digital marketing.

In this way, your company, through this segmentation, can save money, as it is not necessary to spend resources and efforts with people who are not interested in your product or service. In addition, you get to know your target audience better and strengthen ties with them, becoming more and more expert in conquering them.

6. Have more opportunities

One more advantage provided by digital marketing is the increase in business opportunities. There was a reduction in the distance between companies and their customers, which definitely helped a lot, considering that, nowadays, even small companies can carry out quality campaigns for people who are in another city, state and country.

Therefore, consumers also end up winning, as they have more ways to get to know businesses with which they identify and like the products. Meanwhile, brands can expand their sales because, by using digital marketing, it is possible to advertise to everyone on the Internet. This makes it easier to create a good online positioning and sell to a much larger audience.

7. Have an analysis of metrics and results

Digital marketing is fully measurable and this is one of its main advantages. But what does this mean? Unlike traditional marketing strategies, customer action is immediately recorded as soon as it is performed in a digital environment. This is essential for your digital marketing to be analyzed and improved, and for you to have attitudes fully based on data and statistics, avoiding possible errors.

With the Internet, it is much easier to prove the value and results of marketing activities. Also, a lack of knowledge about digital marketing strategies is sure to make you make bad decisions.

With it, you become very assertive at almost every opportunity. We already know that analyzing data and measuring results is fundamental. But how to do this? You don’t have to! That’s right, social networks and platforms produce their metrics and make them available for you to consult and decide where you should focus your efforts and resources.

For this reason, study on the subject to learn more and more to look at the metrics in the right way, even because sometimes they can be more complicated to understand.

Important Points About Metrics Analysis

Let’s spell out some of the most important ones so that you can understand them and find out which ones are best suited to your business and should be part of your planning. See below:

  1. Unique Visitors: How many people have entered your page. Each visitor is counted only once within that specified period;
  2. Sessions: This is the entire set of interactions. This metric measures page views and which clicks the same user makes in a given period of time;
  3. Paid traffic: is the amount of sessions that originate from search engines and Internet campaigns that were paid;
  4. Bounce Rate: This metric is the percentage of users who have only visited once and have not had other interactions afterward, for example, clicks and views on your pages;
  5. Conversion rate: is the result, in percentage, between the number of visits and the number of conversions performed;
  6. External links: this means the volume and quality of links coming from other domains that direct the audience to your blog or institutional website.

Digital Marketing: Where to Start

1. Understand your goals

The digital marketing plan, like any other, starts with why. If you want quick results, your digital strategist will likely initially recommend paid traffic, for example.

Therefore, these objectives must be broken down into short, medium and long-term goals. Thus, you will invest your energy in the best segment and at the best time. This sets the stage for the next steps and makes your brand very strong on the Internet.

2. Create indicators

There is no way out of the indicators, they are the ones that will inform you if your goals are on the right path, or not, to be met. Return on investment, as mentioned above in the text, can be an indicator of the success of paid channels, such as ads on social media or Google.

On the other hand, if you started your digital marketing plan with content marketing, the time spent on the page is a much more valuable indicator, as it reveals the degree of visitor interest in the page that can also positively feed the artificial intelligence of the search engine.

3. Detail your ideal customer

To produce content and advertisements of interest to consumers, you need to know them in depth. Given that your marketing manager has already mapped out the persona (the ideal customer profile), you can’t help but expand on it. Look at the social networks of these ideal customers, who they interact with, how they interact, and what piques their interest.

If you want to “get off the curve”, don’t get caught up in classic data like “persona professions, persona pains” etc. Does your client read and watch series? Do you follow any digital influencers? What types of events does he usually attend? Remember that every answer is an opportunity.

In this article, you’ve learned what digital marketing is — from its origins, along with Yahoo, to the latest recommendations, such as the persona breakdown. That way, if you already have an overview of marketing planning, now is the time to put it into practice.

If you’d like to understand more about digital marketing strategies and want to improve your business, check out our free personas creation tool.