When a company or a lay person in this field plans to invest in online marketing, it is normal to have doubts about the strategy to be followed. One of the biggest fears is the lack of knowledge of the tools, not knowing whether the investment will pay off quickly, and the inability to predict the actual effectiveness of the campaigns. Anna LopezHead of the department of marketing and communication in companies https://www.virtualfax.com/ Y https://www.fonvirtual.com/recently published as a guest author on the Innokabi blog http://innokabi.com/tools-to-develop-estrategia-marketing-online/

The columns

Before diving into the strategy, it’s appropriate to talk a little about the six pillars on which online marketing is built. They are the following:

-The network. It is the business card of the company, which must be clear about what it does and what it sells. next to the User friendliness, An attractive design will help to keep the new visitor. The main advantage is the possibility to offer your products without the customer having to go to the store.

– Search Engine Optimization (SEO). A good ranking in the major search engines like Google is a recommended weapon to gain visits to the web, keep them longer and generate a higher conversion rate.

-The blog not only serves to offer quality information to your customers, but also helps you to position yourself better in search engines with the help of keywords and quality content. It’s the best way to attract qualified visitors who could turn into customers that you can interact with through the blog.

-Email marketing In this way you can retain customers, create additional trust in your company and give credibility to your brand. However, it is a tool that must be used in moderation to avoid saturation. Email marketing is interesting for new offers or promotions and allows us to know how many people opened the email and how many clicked on it.

– Social networks Their purpose within an organization is to create a community of users who follow our content regularly and build loyalty. The purpose of working with them will be less about selling products or services and more about getting our followers to actively participate with their profiles and eventually visit our website. Facebook, YouTube, Twitter, Instagram, Pinterest and Linkedin are the most used social networks, but new platforms are constantly emerging to which we can link our company and personal profiles, such as Vine or Snapchat.

-Ads on online platforms They are another important pillar in any online marketing strategy. Depending on the industry you’re moving into, an Adwords campaign can be a good option. But for certain industries, ads work better on social networks like Facebook.

Steps to plan the strategy

Once the main online marketing tools are known, the main challenge is to ensure their proper functioning and to check whether the return on investment is desirable or not. Here we are already using the strategy that requires you to perform the following steps:

-Examine your target audience It is an essential step in developing an online marketing campaign as it is a guide for defining the way in which we are going to carry out our campaign. These can be segmented into different groups, age, gender, income, lifestyle… Once we’re clear about which audience to target, all we have to do is customize our messages and the platforms we choose. For example, if our audience is young and generally has a low income, we must consider social networks, Twitter, Instagram or Facebook are widely used by this segment. Using colloquial, narrow language in them and using it to create contests or promotions can be very useful in a young sector with no income. They will not hesitate to share your publications and participate in your contests. The content of the blog also depends on whether we are targeting one segment or another.

-Observe the strategy of the competition. It’s always good to know what your competition is doing to attract customers. If an industry leader has a corporate blog that is highly followed by the public in your segment, you can try to develop a similar blog or opt for alternatives that stand out from your competition to set yourself apart. Research your competition for a while, study their keywords, their communication strategies… all this will serve to adapt your strategy in one way or another.

– Analyze how your company is and what you want to convey. After analyzing your audience and your competition, you can think about what kind of online marketing you want to use and whether it makes sense to invest in it. But first it is convenient to do an internal analysis that will allow us to know where we stand. For this we can develop a SWOT analysis that will allow us to know our weaknesses, threats, strengths and opportunities. This allows us to know what the company’s strengths are, the skills and resources available, and the environmental factors we can take advantage of, such as: B. Market niches, we also know the vulnerabilities that weigh us down, and the environmental factors can harm the US

-Choose the right tools to design your strategy. Before choosing between the tools already mentioned, it is convenient to answer beforehand three questions that will help us to choose one, the other, or all at once. These are: What are ours priorities (Increase online presence, increase web traffic, increase sales…) what budgetor do I need to invest in online marketing? and do I have it means appropriate to carry out these strategies? It is often convenient to outsource these services to companies to ensure these tools are running correctly. A community manager or an online marketing and web positioning consultancy can ensure a good return on investment (ROI).

– Give value to your goals. The best way to measure your results is this intelligent method which in Spanish means to set specific goals that are measurable, achievable, relevant and timely. For example, if the goal is to increase visits to the web, you can measure this with Google Analytics.

-Measure your results in online marketing to control their effectiveness Once our online marketing actions are working, it is necessary to subject them to a comprehensive control in order to identify possible problems and solve them as quickly as possible. In this step, you have to measure all the numbers received by your tools, clicks, visits to the web, traffic origin, time spent on the web, etc. The best way to measure these variables is with the Google Analytics measurement tool.

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