Cartoon showing digital marketing tools and how to invest in digital marketing
Maria Arnedo
By: marnedo
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Invest in Digital Marketing and Attract Customers Like a Magnet

Do you want to increase your business’ sales? Would you like to get closer to your customers? Do you wish your brand was the top choice for your consumers? In the past, traditional marketing could fulfill one or two of these priorities with a high investment, but now digital marketing can give you that, and more, for a much smaller investment.

If you are starting your business and you want to grow it, you know that sometimes you have to spend money to earn money; in other words, you need to invest. But why investing in digital marketing is your best option? Unlike traditional marketing, with digital marketing, you can do more with less money.

Let’s start with the basics. What is digital marketing? Digital marketing is the set of marketing strategies performed in digital media. Its goal is to reach all the platforms where users interact. In the online world, the user has the power, and you must base all of your strategy on them. To sum up, digital marketing involves design, creativity, profitability and online analysis, and its purpose is always ROI (return on investment). This ROI is obtained based on the generation of leads, one of the main objectives of digital marketing. But … what is a lead?

Lead is someone who comes in contact with your company showing interest in more information about your product or service. In other words, it’s a sales opportunity. And how are leads generated? The key here is to create relevant content so that in exchange, users provide their information.

4 Key Benefits of Investing in Digital Marketing

To give you an idea of what you can achieve in your business with a digital marketing strategy, here you have 4 of its most important advantages, so you know exactly where your brand can benefit.

1. Sales growth

Digital marketing can generate leads via a content strategy which may include blogging, social networks, and e-mail. The goal is to attract your potential customer, turn potential customers into leads, convert leads into customers, and engage them with more content so they remain loyal to you.

2. A better approach to consumers

A digital marketing strategy can’t work without social media. Social networks are your best tool to create a close relationship with your customers, and the best way for them to spread your content and share the experience they have had with your brand.

To sum up, share content of their interest, give them a warm and personalized service, and they will stay with you.

3. Branding

If what you want is for everyone to see your brand or start to know it, both Google and social networks give you the opportunity to segment your target audience and address all communications exclusively to them.

4. Analysis

Every digital marketing campaign provides results that can be measured qualitatively and quantitatively. This will give you an idea of what is working and what isn’t in real time, so you can modify the campaign at that moment.

Now that you know what digital marketing is and you know its most important benefits, it’s time you know how to invest in a digital marketing campaign for your business.

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6 Steps to Invest in Digital Marketing

Let’s say that you want to increase sales and make more people aware of your business. In that case, your digital marketing investment should follow the steps below:

Step 1: Create a buyer persona

The buyer persona is a profile of your ideal customer. This will help you know who you will be addressing all your digital marketing strategy. To create this buyer persona you have to be as specific as possible: investigate who this person is, what he does, how he communicates, what communication platforms or social networks he uses most, what problems he has, and how your product or service can solve these problems.

Step 2: Identify the purchase process

Once you create one or more buyer persona, now it’s the time to identify where in the purchase process your persona is: learning, considering your product, or purchase decision. This will help you know what kind of content your target customers should receive: content to educate them, to provide solutions to their problems, or to offer your product or service.

Step 3: Create relevant content

Here is where the action begins: create content of interest to your target audience. The best way to attract your target and create SEO content is by writing several weekly blogs focused on answering their questions or solving their problems. Some of the formats that will attract your customers the most are:

  • Blogs
  • Infographics
  • E-books
  • E-mailing
  • Webinars

A great content will motivate them to exchange their data for more content, and in this way, you will generate quality leads.

Step 4: Qualified lead strategy

This consists of an SEO and AdWords strategy that will allow you to be in the top positions of a Google or Facebook Ads search and will enhance your presence in Facebook. This will generate more traffic to your website and you will see short-term results. But I recommend you not to rely 100% on a paid media strategy; remember you also need to invest time in creating relevant content for your target.

Step 5: Social media strategy

Choose which social networks will help your business: Facebook, Twitter, Instagram, LinkedIn or YouTube? First, you must research where your target spends most of his time. Social networks will not only help you generate leads or bring traffic to your website but will also give you the opportunity to interact, to establish a relationship with the users and to give you different format options to send your message.

Step 6: Choose a digital marketing agency

If you don’t have the time or the staff to carry out all the necessary tasks involved in a digital marketing strategy, then your best option is to hire a digital marketing agency. They usually sell their services in packages, so you just have to look for the one that best suits your company. 

Prices may vary among the different digital marketing agencies, but these are basically the areas where you will need to invest:

  • Qualified lead strategy
  • Blogging
  • Social media strategy
  • Community manager
  • Graphic designer
  • Campaign performance reports A True Digital Success Story

Jesús Martínez started this company as a small online flower store, originally from Monterrey, Mexico. In order to advertise his company, he started with an investment of 99% of the total budget in digital marketing strategies.

The result: One of the largest online flower shops in Mexico, which continues to grow and has expanded to different markets.

In the beginning, Jesús had a lot to learn, since it was the first online florist that existed in the area, and it was not until 2004 when he began to implement a digital marketing strategy, most focused on Google AdWords.

“Since we started to invest in Google AdWords, the company has achieved a growth of over 50% per year and we have expanded to other markets”, says Jesús.

To achieve this, they also invested in advertising on YouTube and Displays.

Now you know that the secret to grow your business and increase sales is a digital marketing strategy that combines the knowledge of your ideal target, relevant content on the website and social networks indicated, a paid media strategy in AdWords and Facebook Ads. And don’t forget a key element: a constant monitoring of the performance of the campaign to optimize it in real time.

And don’t forget a key element: a constant monitoring of the performance of the campaign to optimize it in real time.

Keep reading:

Digital Transformation Roadmap: Bring your Small Business to the New Era


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