Digital Marketing is Strategy!

There is no favorable wind for those who do not know where they want to go.

– Seneca

Let no one think that he will achieve a goal without defining a path to achieve it. And digital marketing is no exception!

A digital marketing strategy is the plan that will lead you to achieve specific goals through carefully selected marketing channels—whether owned, paid, or earned – see POEM framework. Running a digital marketing campaign without a strategy is very similar to a sailor without a compass, as Seneca alluded to – you are likely to get lost on the journey, resulting in frustration and an unnecessarily long route to get where you want to go.

When planning a trip, you start by mapping out an itinerary to ensure you make the most of your time and budget. The same goes for digital marketing: a marketing plan is necessary to increase the effectiveness and efficiency of your resource utilization.

Define KPI’s

The name KPI comes from the acronym for Key Performance Indicator. In Portuguese, the direct translation is used: performance indicator or performance indicator.

The origin of KPIs comes from management and it is through the analysis of these indicators that the fulfillment of objectives can be verified. In Digital Marketing, KPIs are responsible for keeping the focus on the objectives. In this way, budgets are better planned and expectations of results are more realistic. Through the data obtained with KPIs, it is possible to identify campaign failures, redefine the metrics to be used and make decisions about maintaining or increasing investment.

Identify Your Audience

Knowing your target audience, demographic and psychographic data of new and existing customers and operationalizing the creation of Personas is another essential step – different from the concept of target audience, which is a very comprehensive idea of who your consumer is, a persona is a fictitious representation of your ideal customer-based on real data, which accurately trace their behavior, demographic characteristics, goals, motivations and challenges.

There are several steps that a potential buyer must go through to get to the point of purchase and preferably become a long-term customer. The stages can vary, but they usually start with brand awareness and education, then move on to the consideration phase, and finally end with a sales decision and conversion.

Create the Right Content!

There is so much talk about content – but here too we have to be strategic! You can’t just write any content or follow a “spray and pray” method at the risk of discrediting yourself and your business. You need to be strategic about what to write, what keywords you are going to conquer and have an SEO strategy and continuous optimization of your content