Digital marketing is a reality in the market, and large companies have already understood this. Just look at the strategies implemented on your cell phone screen and how you see them.
At all times, messages are directed to the right audiences at their point in the purchasing journey.
For example, imagine you are looking for a new email marketing automation tool to send messages to your company. Then, you are already bombarded with companies demonstrating, offering and educating you and your marketing team to be interested in their product or service.
Faced with so much competition, you choose the company that best addresses your needs and pains and that best works on your purchasing journey, from the top of the funnel to the bottom of the funnel. At the same time, this is done in an agile and humanized way.
Therefore, in this article, we will see a presentation on the importance of digital marketing in your company and why it is essential that you invest today to improve your results.
Good reading!
What is digital marketing?
Digital marketing has different aspects, perspectives and actions. But we will try to define digital marketing at the heart of the concept.
Just like traditional marketing, digital marketing has the function of publicizing and promoting products and services through messages in different media. Furthermore, marketing develops a company’s branding through strategic actions of visual identity, brand tone and voice, among others.
The big difference between digital and traditional marketing is the media used. While the traditional one focuses on television, radio and print media, the digital one runs its ads on digital platforms and media, which can range from search engines (Google) to social networks (Instagram, LinkedIn, TikTok, among others).
The possibilities are endless with the internet, but, above all, it is important that companies know what they are looking for and what they expect from digital marketing.
The digital model has opened up to offer new growth opportunities for companies that need to remodel themselves to embrace cultural change, where internet users are more demanding for bilateral and humanized communication.
In this way, countless new strategies, professions and companies emerged as a result of this technological change.
As a result, digital marketing presents services of different scopes and spheres. Check out how this modality makes a business grow through digital strategies.
How does digital marketing make a business grow?
Firstly, it is important to highlight that digital marketing alone does not work miracles. Companies need to have a winning mentality with well-aligned operations, a capable sales team and, above all, attractive products and services that meet consumer needs.
But, digital marketing is certainly one of the pillars for the growth of a business. Below, we will present the main types of digital marketing and how you can apply it to your business.
Content Marketing
Creating content means offering relevant and rich subjects and themes to an audience that expects to be impacted with interesting materials that add to the user’s life.
This means that digital marketing needs to think and develop strategies to generate value for the user.
Therefore, digital marketing needs to think about what benefit, at the time of the customer’s purchasing journey, it will provide with the content. Whether it is content aimed at the educational aspect or to sell something.
The possibilities are countless, and it is necessary to attract users in a fluid way, with two-way communication. The user needs to understand and have the freedom to choose what to see and how to see it.
This way, content creators can explore different formats, such as:
- Blog posts;
- Social media posts;
- Videos;
- Designs;
- Infographics;
- Ebooks.
These are some of the various formats that we can explore, but it is necessary to understand that the content needs to stand out from the format and reach an audience to engage through the brand’s purpose.
Social media
One of the main gateways to digital marketing is social media. From Instagram to LinkedIn, including TikTok.
With so much content bombarded on your screen, how can your company’s digital marketing stand out?
You need to understand who your audience is and how they use the platform. TikTok, for example, has a completely different usage profile than LinkedIn. However, the same user can be on both platforms, on different journeys.
Paid traffic
One of the great revolutions in digital marketing, of course, is paid traffic.
It triggers all the content targeted at the right personas at the right time.
In short, digital marketing invests a value so that content appears to segmented audiences.
Social networks themselves have their own tools to develop paid traffic strategies, such as:
- Meta Ads;
- Google Ads;
- TikTok Ads;
- LinkedIn Ads.
It helps to accelerate and scale the digital business, as with investment it is possible to reach many users interested in your product or service in a qualified and easy way.
There are endless paid traffic strategies. One of them is the concept of remarketing, which reaches users who have already had a first contact with the brand.
Therefore, the content format needs to direct to a second moment in the user’s purchasing journey, such as an offer or a discount coupon and even a demonstration of services or products.
Inbound marketing
In principle, inbound marketing is the combination of all the items mentioned above. But it encompasses and brings together the best of the three to develop funnel strategies. We can say that the inbound marketing process is divided into three phases:
- Top of funnel;
- Funnel medium;
- Funnel bottom.
And its methodology is four processes: attract, convert, sell and delight.
At the top of the funnel, attraction strategies are used that use content marketing to generate traffic and educate an audience.
In the middle of the funnel, the strategies are retention and conversion to leads. Digital marketing develops strategies to collect data in order to strengthen the relationship.
Finally, at the bottom of the funnel, it’s time for the sales team to take action. Having all the information available through the user’s digital traces, it is possible to understand the persona’s needs and pains to offer solutions.
Enchantment is a cyclical process. From pre-sales to post-sales, it is necessary to present to the user that your company has authority in the market, with satisfied customers who are engaged with your brand, in addition to retaining them in the post-sales processes.
This can be done in different ways, formats and content. Use your marketing team’s data and creativity to develop retention strategies.
Observe how all these digital marketing concepts mix and become involved in a large strategic plan for large companies.
Large companies understood the logic of digital marketing to scale their business.
The importance of digital marketing for a company
Now, it’s time to talk about why digital marketing is important in a company. There are several factors that lead a company to grow in scale or companies that stagnate in the same place.
We have separated some of them to detail so that you understand, once and for all, how significant the investment in digital marketing is.
Digital brand building
Investing in branding allows your agency to be easily recognized by its strong visual identity, tone and brand voice, as well as the way it interacts and engages with its audience.
As a result, your company gains an important space in the minds of users in the face of massive competition that, at all times, is on their screen.
Investing in the right techniques helps digital growth in a solid and organic way. Furthermore, your company easily differentiates itself, since you take care to clearly define what your brand is like, what its purposes, values and objectives are.
Automated management
One of the technologies of marketing agencies is to automate processes. At the same time that automations reduce time, they also reduce investment.
Market tools allow professionals to automate scheduling tasks, triggering content, reporting in real time and controlling results.
Customer relationship
Understanding your persona is the first step to building a strong customer relationship. Attracting and retaining them with agility, humanization and fluid communication are important compounds for a successful recipe.
This helps the company to have enough market authority and social proof so that more and more new users trust the company.
This is achieved through well-formulated strategies and a well-defined business plan to understand customers’ needs and pain points to offer the best solutions.
Data-driven digital marketing
Nothing better than seeing your business grow and finding your ideal customers, right? In this sense, agencies have an exclusive department to work with data-based marketing.
Reports, analyzes and insights are generated in real time, combining good market tools with specialized professionals to carry out all these tasks.
Digital marketing trends
Digital marketing is thirsty for new tools, technologies and social and behavioral changes for users. When launching a new product or service on the market, digital marketing agencies that are attentive come out ahead of most of the competition.
Conclusion
Now, you understand the reasons why large companies invest heavily in the digital marketing market.
Those that know how to align good digital marketing strategies with their operations stand out.
There is no point investing time and money without having a good marketing plan, leaders who are willing to grow and a qualified team.
So, do you want to know how a digital marketing agency can scale your business? Book a chat with one of our specialized consultants by clicking here.
