Due to the technological boom of recent years, digital transformation has achieved an unstoppable development. As a result, there have been significant changes in how companies try to reach the heart of their customers, thus giving rise to digital marketing.
Today, customer searches, their interaction with brands, and every phase of the buying process are completely feasible online. It has made it necessary for companies and professionals to ensure business continuity within online channels.
So, where to find more customers to offer your products or services? The answer is: on the Internet, where people spend most of their time and look for information or solutions to their problems. Therefore, you must know how to position yourself in the digital world.
Do you know what digital marketing services you need? Read on and learn how to use them to boost your company’s growth!
What is digital marketing?
Digital marketing is a branch of marketing that includes all the procedures and strategies implemented by a company to improve its presence in digital media. Likewise, its importance has grown exponentially due to technological progress and the spread and popularity of social media platforms. Thus, online marketing has undergone incredible evolution, becoming an essential tool for the survival of any company.
Digital marketing: differences from traditional marketing
As I pointed out, digital marketing is a branch of traditional marketing that, despite having emerged in the last twenty years, is assuming an increasing relevance, stimulated by the rapid growth of digital and the accessibility of everyone to the Internet.
Digital and traditional marketing differ in the channels they use for development. Digital marketing uses online media such as websites and social networks. Therefore, it has more programmable initial costs than traditional marketing.
On the other hand, traditional marketing uses advertising spaces in traditional media -such as radio and television-advertising systems, and paper publications —such as posters, flyers, banners, company material, etc.—.
Digital marketing services
Digital marketing services comprise a variety of instruments that you can use to consolidate your brand’s presence in the digital world. However, as in any strategy game, you must know how to use them correctly so that they go hand in hand with your business model and audience. Below, I will tell you a little about the leading digital marketing services:
Web design
Web design is the process of planning and creating a website that communicates content to an audience. Websites must have specific parameters, such as the ones I describe below:
Optimal user experience for the customer
Suppose you want to achieve a good user experience. In that case, web design utilizes many of the key visual elements of all types of designs, which are:
Layout and structure
It pertains to the organization of graphics, advertisements, and text. In the web world, a key goal is to help the user find the information they are looking for at a glance. It includes maintaining balance, consistency, and design integrity.
Color palette
The choice of colors depends on the purpose and clients; it could be a simple black and white or multi-color design, conveying a person’s personality or an organization’s brand, using web-safe colors.
Graphics
Graphics can include logos, photos, clipart, animations, or icons, which enhance the web design. For ease of use, these should be placed appropriately, working with the color and content of the web page without being too congested or slow to load.
Fonts
The use of various fonts can enhance the design of a website. Most web browsers can read only a selected number of characters, known as “web-safe characters,” so your designer will generally work within this widely accepted group.
Content
Content and design can enhance the site’s message through images and text. Written text should always be relevant and valuable not to confuse readers and give them what they want to stay on the site.
Pro Tip: For your content to have better visibility online, it’s crucial to incorporate relevant keywords and ensure that your content is of the proper length.
Visually appealing and compatible design
In addition to the essential elements of web design that make a site beautiful and visually compelling, a website should always consider the end user. Achieving ease of use requires paying attention to the following factors:
Navigation
When creating a website, it is essential to consider how users navigate and search for information. It means that site architecture, menus, and other navigation tools should be designed with the user in mind. The goal is to help users quickly navigate the site and efficiently find the requested information.
Multimedia
The design’s relevant video and audio stimuli can help users understand the information, developing comprehension quickly and easily. It can encourage visitors to spend more time on the site.
Compatibility
Once the website is designed, it should work well in different browsers and operating systems to increase its viewability.
Technology
Technological advances allow web designers to add animations, allowing for an eye-catching, dynamic, and professional web design.
Interactivity
Increase user participation and engagement by adding comment boxes and opinion polls into the design. Convert users from visitors to customers with e-mail forms and newsletter subscriptions.
Pro Tip: Remember, the importance of a website is that it is an online presentation of your company, accessible 24 hours a day, every day, allowing you to be found anytime, anywhere in the world.
Copywriting
Copywriting is the process of creating written content at a marketing level that provides enough value to attract the audience’s attention to improve the conversions of a brand by reaching a goal, which can be to increase visits, clicks, subscriptions, sales, etc.
To achieve each objective, the copywriter uses strategies such as cognitive biases, persuasive language, design of an SEO structure, and optimization of the copy with keywords, among others.
Creating SEO-friendly content
SEO-friendly content is created to be relevant to the user’s search intent. And at the same time, optimized to be easily found by Google and other search engines.
Creating SEO-friendly content is difficult, as it is often challenging to balance applying SEO techniques and readable text that offer a good user experience.
Write catchy and viral content
A copy must be segmented according to the brand values, the niche, and the target audience. In this way, you will be able to create a strong brand image and identity so that users feel connected to it and aspire to be part of your community.
Pro Tip: In each copy, you should set goals keeping in mind what you want to achieve, such as: creating a brand identity, increasing contacts, increasing sales, etc.
Apply copywriting rules
Before creating a copy, you must ensure it complies with copywriting guidelines. Here are some of them:
Define your target audience
It is vital to know who to address, where your audience is, how they think, their values, and how you can attract their attention.
Research the keywords of the company’s niche
Copywriting goes hand in hand with SEO since it is essential to search for the keywords used by the brand’s audience to create SEO-friendly copy.
Create a content plan
To ensure the effectiveness of your content, it’s essential to have a clear roadmap and strategy for each copy created, with the ability to measure its impact.
Write the texts
The next step is to write but remember that you do not have to create generic content; you must provide value to your customer to make him part of your community.
Distribute the content
Once you have defined your audience and written the content, you should distribute it in the corresponding channels.
Evaluate the results
This way, you will know if your content marketing campaign is successful. Here, it is essential to monitor the copy over time and make changes that allow you to compare which content strategy is more effective.
Optimize the conversion rate
After evaluating the results of the copy, check if you can improve it, for example, by changing the title of the content, the distribution channels, or the writing style if you see that it could attract more attention than you want.
Management of SEO (Search Engine Optimization)
SEO (Search Engine Optimization) is a set of strategies aimed at organically increasing the positioning of a website in search engines. In this, practices such as site structure optimization, HTML code, web copy, link management, backlink campaigns, etc., are carried out.
On the other hand, some of the most relevant pillars you should take into account are:
SEO Audit
An SEO audit is crucial because it lets you know your website’s actual situation in terms of SEO. Thus, it is possible to understand how search engines see your website, what SEO errors the page has, how your main competitors are positioned online, and the keywords of interest to achieve your business goals.
On-page and off-page SEO
On-page SEO involves all the activities (server speed, keywords, linking, etc.) of optimization within the pages of a website. Also, on the other side of the coin is off-page SEO, which is the set of activities of managing inbound links to a site, which is an important signal to search engines when evaluating the authority of a page.
Keyword research
Keyword research is a process of analyzing terms used by users to search on Google, Bing, Baidu, Yahoo, etc. This way, the queries relevant to the company’s niche are analyzed, and the web content is optimized. In the keyword report you get, you will know who your target audience is, how popular a query is for them, and how difficult it is to rank for specific keywords.
Social media management
Social media management comprises the strategies on social platforms to build a community, create a relationship with your users, encourage their participation, and develop specific strategies for them. Social media marketing is one of the main elements of business marketing strategies. It is because, in B2B and B2C, every company knows that their potential customers spend much of their time and are informed and entertained on social platforms.
On the other hand, the strategy becomes the starting point for managing social networks. It is elaborated based on the following topics:
Study of your reality
To understand the differentiating values proposed on social networks and the target to which the strategy is directed.
Competitor analysis
Aimed at identifying the strategic actions already activated that produce results and activities that do not work well.
Selection of social channels
It identifies where your company’s audience interacts.
Creation of profiles on social networks
Being present on social networks (Facebook, Instagram, LinkedIn, etc.) means existing in the eyes of consumers and potential customers. Each profile must be optimized and focused on correctly conveying the brand’s values.
For this reason, it is essential to identify your audience and reach effective communication with them. In addition, you must know the secrets of each social channel to exploit them correctly and improve your online positioning.
Post promotion
After a social media strategy, you can implement this technique to obtain greater reach and rapid growth. On each social platform, promotion is different; these can be done through: Facebook and Instagram lead ads, Twitter-promoted ads, LinkedIn lead generation forms, etc.
Social media content publishing
In a world full of content of all kinds, it is necessary to arouse not only interest in the published publications but also user interaction to establish as personal a relationship as possible with your audience. Therefore, your content should have the following characteristics:
Shortness
Contents with a brief and direct text are more easily read and understood.
Emotionality
In social networks, people aim first and foremost to relax, so emotional content has the most influence.
Photos and reels
Images and videos communicate more directly and explicitly than any text.
Engagement
The content that generates the most interaction with users is the one that promotes their participation. Therefore, encourage the person’s opinion to increase your interaction metrics.
Originality
Users are excited about the news and what seems unusual. Making original posts or contributing new ideas to existing discussions is essential.
Consistency
It is important to post consistently on social media to keep sight of the communication goal.
Graphic design
It consists of creating visual designs that project the brand’s image. Although graphics are the result of creativity, there are advertising rules that make a graphic project usable and attractive to the viewer’s eye.
The first phase of graphic design is creating a brief that compiles the organization’s objectives and how they will be achieved. The communication plan specifies the appropriate tone of voice, the marketing strategy for the advertising graphics, the budget, dissemination channels, and deadlines.
This information is essential for the design to be successful. This way, the graphic designer will understand your brand identity, what you want to communicate, and the best way to make it emerge.
Graphic design creation process
In graphic design development, the quality of the design method is vital to ensure effective results.
Problem recognition
The client turns to the graphic designer for a communication problem, and the graphic designer researches and gathers all the information needed to solve it. This phase involves close client-graphic designer collaboration and ends with the work assignment and proposal of a plan of action.
Conceptual proposal
It is the project’s conceptual phase; solutions are created based on the data collected and the client’s needs. In this phase, the graphic designer looks for ideas that allow him to develop a creative plan to solve the existing problem. In the end, the proposal is presented and approved by the client.
Development
This phase includes the realization of the project, i.e., here, the graphic designer executes the proposal approved by the client and sends it to the client for validation.
Implementation procedures
Finally, an explanatory manual is sent to the client explaining how the artwork should be reproduced depending on the channel in question.
Logo design
The logo is one of the fundamental elements of a brand’s identity since it represents its essence from a visual point of view. In this regard, Philip Kotler points out in his book “B2B Brand Management” that the logo is the graphic representation of the brand or company name.
On the other hand, for a logo to be effective, it must be simple, recognizable, and easy to remember. Besides, it must be original so that it is not confused with others and versatile for multiple purposes. Finally, it must be appropriate for the sector of activity represented.
What are the elements of a logo?
Although there is no definitive answer, it is possible to break down some of the common elements of logo design:
Typography
In terms of form, a logo usually contains some typographic element. It can range from a single letter in a monogram style to an abbreviation or the company’s full title.
Images
Sometimes typography is accompanied by symbols or icons. These can be representative or composed of abstract geometric elements.
Pro Tip: In some cases, logos also include decorative elements such as strokes or visual punctuation marks -like small stars or dotted lines- that do not necessarily create a specific and independent image.
Colors
Beyond the shape, there is the color. Logos can be black and white, monochrome, or multicolor. Multicolor logos usually have analogous palettes, that is, colors of similar shades, or complementary palettes, that is, colors of distant or opposite shades.
Context
The interpretation of a logo can vary based on the context or setting in which it is displayed. That said, it is crucial to consider when and where logotypes can be applied.
Static or dynamic elements
A crossroads in logo design is creating a static logo (the same wherever it exists) or a dynamic logo (that changes according to the context).
Full Marketing – Digital Marketing Agency
As we have seen, digital marketing services are essential for all companies that want to make the most of the opportunities that the digital world can offer.
At Full Marketing, we can help you increase your online visibility, get results analysis, maintain personalized and interactive communication, improve your efficiency and business flexibility. Do not hesitate to contact us through our channels and we will contact you shortly.
Get connected to the digital world right now!
Conclusion
In a world as digitized as today’s, consumers’ purchasing decision process is strongly conditioned by the reviews of other buyers on the Internet, the presence or absence of a good website and by the company’s social profiles. At this point, not finding a company’s website on Google raises suspicions about its reliability, and this is what drives large companies to take their business to the Internet.
Today, companies to grow exponentially need to: evolve, digitize and adopt solid Digital Marketing strategies. In this way, they will be able to connect with their customers and join the era of digitalization.
Do you use digital marketing services? Let me know in the comments.
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