Marketing and Internet are words that not long ago were foreign to many. Competition, macroeconomic problems and the need to attract customers have made them very important for companies. But how to design a good Marketing strategy? or better yet: how do you know if the strategy you are following is correct?
The promotion of a web page , a blog, an online store or of different types of platforms requires general notions of Digital Marketing . This type of marketing has its own characteristics and its possibilities are quite extensive, so considering the following elementary strategies for its development will be very useful. Among them are the following:
•Get positioning: SEO and SEM
First is the question of positioning . This implies getting a good placement in the main search engines of the network, among which Google stands out. It is about obtaining visibility for potential prospects, customers or followers to locate our content among the first options; either of a product, service or information on a specific topic.
For all this, Search Engine Optimization or SEO, and Search Engine Marketing or SEM. SEO has as its main objective the optimization of our sites, through the use of keywords, placement of ALT attribute in images, generation of quality content and other details. The positioning it offers as a result of such actions is known as organic or natural, and is considered highly flattering.
Regarding the SEM, although it is related to any search engine marketing activity, its common reference is related to the use of paid ads that appear in strategic search engine sites. Its cost can be presented in the PPC or Pay Per Click mode , where the advertiser will only cover the clicks that are carried out, as his name says. With all this, the generation of good quality traffic is sought, and some of the options that exist today are Google AdWords, Bing Ads and Yahoo! Search Marketing
• Use of social networks
Nowadays social networks have become a very important tool to generate effective contact with potential clients. Promotion through these means is very convenient, if its proper use is known.
In this field, the focus is on connecting with a specific audience, attracting prospects and brand positioning . A timely selection of the network, according to what is proposed to promote is ideal.
To create for example a professional and business profile LinkedIn will be the right place; while Facebook will allow to share closer experiences with users, establishing a perhaps warmer and more relaxed communication.
How do social networks help you:
All the social networks you can join will provide you with a page for your profile, where there will be a link to your blog, and will also allow you to enter a biographical description and even a photo of you.
If it is well done, your very performance and interaction with other members of those social networks will cause people to want to know a little more about you, so they will be intrigued to visit your profile. And from there they can add you as a friend, or maybe also shop around your blog. Nothing is wrong.
Search engines are already incorporating profile pages in their results lists, which is positive for your blog rankings. It also implies that if another person has your same name, your profile is likely to appear first because you have left a more powerful imprint on the social network than your namesake.
• Email Marketing Campaigns
Having a good database , which could be generated from a landing page, is the starting point for using this strategy. This requires users to provide their information voluntarily, in exchange for some incentive. In this way, the contacts will be of quality, due to the interest they have previously presented.
From there, the e-mail marketing consists of maintaining closeness with different types of profiles, starting with the prospect to the client; for which campaigns are built that consider their motivations and needs.
In the first case, keeping the person interested in our content or product informed will help you end up acquiring what we sell, or by consuming certain information. As for a person who already bought us, through the email contact you can send messages with discounts, promotions and other alternatives to continue shopping.
MailChimp is a free tool that is widely used for e-mail marketing, and there are other outstanding costs such as AWeber; both ideal to create campaigns that meet different objectives.
• Adaptation to M-Commerce or Mobile Commerce
It is important to consider that due to the advancement of technology, purchases are increasingly made from mobile wireless devices. That is, by using smartphones, tablets or laptops.
In this line, it is essential to implement techniques that are oriented to Mobile Commerce, facilitating for these means access to information and the acquisition of any product. An example of this is the adaptation of websites to small screens, adding simplicity of use and purchase steps, among other issues.