How to create an efficient digital marketing strategy?

Communication Strategy | Digital Marketing | Strategy
Marketing Digital

Nowadays, all organisations understand that being present in the digital world is – almost always – imperative for the growth of their business.

As well as making it possible to communicate for free via social networks, for example, it allows you to reach an unlimited number of people and makes it possible to monitor campaigns and the investment made in digital ads.


Why Digital Marketing?

With Digital Marketing we can quantify exactly how many people have been exposed to our brand’s content, something that traditional marketing means don’t allow in such a direct, simplified and immediate way.

There is no doubt that investing in Digital Marketing is the key to success for brands. So the first step has been taken: invest in digital marketing to promote my company.


But where do you start?

The starting point is the determination of strategic objectives. To realise them, we need to ask ourselves: What do we want to achieve? What is our goal?

These objectives must be SMART: specific, measurable, achievable, relevant and time bound.

For example:

. Increase subscriptions to service A by X%.
. Create X brand activation dynamics by date Y
. Sell Z units of a product B by date V

Once we know the goal(s) we want to achieve, we need to work out how we’re going to get there…


Which media should I use?

We have a multitude of digital media and platforms at our disposal that we can integrate into our strategy. But how do we know which ones make sense for our brand? How do we know which ones to invest in? Should I be on all media, or just some? Which media?

  • Website

It is essential for every organisation to have a website, up-to-date and appropriate to its activity – a reflection of its business, its brand, in the digital world.

It should be optimised for search engines (SEO), contain text and multimedia, as well as some conversion action (for example, a contact form or an e-commerce shop) to maximise the efficiency of your digital strategy.

We can say that, in order to create an efficient digital marketing strategy, your website will always be the point of arrival for all the paths you take, through social networks, email marketing or digital ad campaigns.

Without an attractive and optimised website, all the effort and investment made in digital communication is fruitless.


  • Social Media

One of the most common mistakes organisations make is using social media excessively and inappropriately.

To avoid this, it’s crucial to understand who your audience is, which networks they’re present on, which networks the people who are your potential customers want to be exposed to your message on?

Choose to be present only on the social networks that make sense for your business, otherwise you’re wasting time and resources on an inefficient strategy.

Content should always be tailored to each social network, as each one has its own specific characteristics, optimising your presence and increasing the chances of interaction with them.

It’s important that, when creating posts, you encourage access to your website by providing a link to it.


  • E-mail marketing

Do you have a database of customer emails or qualified leads?

Organise it in the best way, keeping all the most relevant information and discarding the rest.

Choose one of the various platforms available (e.g. MailChimp, Active Campaign, e-Goi, etc.), create a profile for your company and upload your database.

The content you share must be highly attractive, because without an appealing title and description, your open and click-through rates will be reduced.

Sometimes it’s not always the most “aesthetically” appealing emails that are the most convertible. The key to the success of your email marketing campaigns lies in testing. Test, test, test… Carry out A/B tests.

Communicating with customers via email is one of the oldest forms of digital marketing, but it is still one of the most effective. In this format we are talking one-to-one and in a personalised way, which increases the customer’s involvement with the brand.

Don’t forget: email marketing is here to stay!


  • Digital advertising

This stage will require some investment and sometimes the support of a communications agency, such as Hora das Palavras, as setting up paid media campaigns requires more specific marketing knowledge.

However, it’s important to know that there are several platforms that allow you to advertise your brand on websites and apps, as well as on social networks, with budgets to suit all wallets.

Analyse your audience, your budget, the duration of the campaign and define the most efficient way to achieve your results more quickly.

Monitor your campaigns daily and check if there are any optimisations to be made; platforms usually already include artificial intelligence tools that provide suggestions for improving your ads.


And don’t forget…

Once the goal and the path to achieving it have been well defined, it’s important to measure the results periodically and adjust all the content if necessary.

Thus, the third and final phase of the digital marketing strategy is analysing the results obtained, defining relevant metrics and making the necessary adjustments to achieve the objectives initially set within the timeframe envisaged.

In short, any brand that sets out to communicate and create digital campaigns must follow the 4 pillars of success: Study the market and the public, plan the strategy, implement it and measure all the results obtained.


Let’s start your digital campaigns?
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