The promotion of a website, a blog, an online store or 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 basic strategies for its development will be very useful. Among them are the following:
Get positioning: SEO and SEM
First, there is the question of positioning. This involves getting a good placement in the main search engines on the network, among which Google stands out. It is about gaining visibility so that potential prospects, customers or followers locate our content among the first options; be it a product, service or information on a specific topic.
For all this, Search Engine Optimization or SEO, and Search Engine Marketing or SEM arise. SEO has as its main objective the optimization of our sites, through the use of keywords, ALT attribute placement 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 SEM, although it is related to any search engine marketing activity, its common reference is related to the use of paid ads that appear on strategic search engine sites. Its cost can be presented in the form of PPC or Pay Per Click, where the advertiser will only cover the clicks that are carried out, as its name says. All this seeks to generate good quality traffic, and some of the options that exist today are Google AdWords, Bing Ads and Yahoo! Search Marketing.
Use of social networks
Currently, social networks have become a very important tool to generate effective contact with potential customers. 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, on attracting prospects and on 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 sharing closer experiences with users, establishing a perhaps warmer and more relaxed communication.
Marketing email campaigns
Having a good database, which could be generated from a landing page, is the starting point to use 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, e-mail marketing consists of maintaining closeness with different types of profiles, starting with the prospect up 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 them end up acquiring what we sell, or consuming certain information. As for a person who has already bought from us, through the email contact you can send them messages with discounts, promotions and other alternatives so that they can continue shopping.
MailChimp is a free tool that is widely used for email marketing, in addition to other cost highlights such as AWeber; Both are ideal for creating 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, through the use of smartphones, tablets or laptops.
In this line, it is essential to implement techniques aimed at Mobile Commerce, facilitating access to information and the acquisition of any product for these media. An example of this is the adaptation of websites to reduced screens, adding simplicity of use and purchase steps, among other issues.
Blog creation
Having a blog allows brands to get closer to consumers, through relevant information linked to the company. By means of quality content and contributions to the sector, the reader can know the benefits that it offers, with which it is possible to generate trust and loyalty.
One of the most used sites for the creation of a blog is WordPress.org, a platform that has everything necessary to manage it, as long as the necessary hosting and domain are acquired. There are also other alternatives such as blogger and others.
Measurement
In all of this and to obtain better results, it is important to measure the efforts made. For this, there are tools that allow evaluating the behavior of users on a site, knowing the number of visits and determining relevant statistics with statistics. Among them Google Analytics stands out, which offers different types of reports on complete digital marketing campaigns, traffic, conversions and much more.
