Digital marketing is an effective way to bring your brand closer to the target audience since it allows you to segment by channels and interests.
The presence of companies on the Internet is essential to
guarantee the brand's notoriety. The phrase "if you are not on the
Internet, you do not exist" is increasingly appropriate to define the
moment we live in society. Many of the emerging companies are consolidating in
the digital environment before making the jump to physical establishments. The
more traditional ones, others have been forced to open digital channels to gain
full access to their target audience. And it is that new technologies have
burst into business life to modify many essential aspects: from the business
model to the work processes and, of course, the way of advertising.
The Internet -and new technologies in general- provide infinite
advantages for organizations, since it allows for tools that facilitate work,
offer relevant information about the business that shed light on how to carry
out different processes, expand the market since It is possible to communicate
globally and, of course, they make available a multitude of ideas that optimize
the performance of the company.
But you have to take into account one detail: the Internet is a
changing scenario in which news is fleeting, and it is easy to get out of date
in a matter of weeks, so you have to always be up to date with the latest
trends.
For its part, online marketing has also gained relevance since
digital channels are the most used to reach users present on the Internet. It
is defined as a series of strategies used by online media to carry out
advertising actions. Its main advantages are that the costs are more affordable
than those of traditional marketing. There is more control over the campaign
results, and it is possible to make modifications to optimize it during its
development and allow exact segmentation of the desired
target. Reach.
If we talk about the digital habits that users practice, the
latest study carried out by We Are Social media, together with Hootsuite,
offers revealing data on Internet users worldwide. In Spain, there are 54
million mobile lines -a figure that is equivalent to 117% of our country's total
population-of which 28 million are active in social networks, and 86% of them
access digital platforms from mobile. On average, Spaniards spend 5 hours and
20 minutes a day connected to the Internet, and most of the time, we spend on
social networks. In addition, 72% of users claim to have bought through online
commerce platforms last month. For this reason, it is so vital that Brands
have a presence on the Internet since, in social networks, they can carry out
brand image strategies, and through eCommerce, they can sell their products or
services.
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Keys to running a social media campaign
There are vital factors that you must take into account when
conducting a successful online marketing campaign. You have to know that the
scenario in which you are raising it is changing, and you have to be prepared
to assume all kinds of unforeseen events.
1. Set goals
The first step is to define what we want to achieve with the
digital marketing campaign. Said purposes must be aligned with those of the
organization to achieve the business objectives through the digital strategy.
The impact must be direct in your income statement, so they must be SMART, that
is:
Specific. The more specific
they are, the easier it will be to carry them out. Keep in mind that the
objectives will be the center of the project, so you must detail them as much
as possible by answering the questions of what, when, how, where, who, and why.
Measurable. It
is necessary to define a way to measure the purposes to quantify whether they
have been fulfilled or not. In the case of being quantitative, there will be no
problem. However, compared to the qualitative ones, you must add percentages or
exact amounts to their definition.
Attainable. To
propose achievable objectives, you must take stock of what has been done so far
and what has been achieved to see if you can really set an accessible goal.
They should not appear presumptuous or impossible.
Realist. Before
defining the objectives, you must know what team you have and understand its
potential and the tools you have to carry out the project. If you combine these
factors, it will be possible to achieve the determined goal.
Timely (Temporary). This
is a decisive factor because it will define when the objective must be met.
They can be short, medium, or long-term. You need to schedule and schedule the
deadline to know how quickly you should act.
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2. Analyze your trajectory
Before proposing a strategic project such as a marketing
campaign, you must know the context in which who will carry it out. The
variables of the environment directly influence the results, for which you have
to study the circumstances surrounding the project and the company.
In addition, it is necessary to take a tour of what has been
done previously to know what has worked and the mistakes that have been made to
learn from what has been done wrong and enhance what has given good results.
On the other hand, to complement the analysis, you can also
study the actions carried out by your competition in the channels that you plan
to carry out your marketing campaign are. See what they do well and what points
can be differential to work on them and stand out.
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3. Study your audience
It is essential to know who your brand's audience is and where
it is within the digital sphere, especially within social networks, where users
can interact with the message. Customers offer their vision of the products or
services advertised and, in this way, you can collect those suggestions that
you think can improve the business model and implement them in your company.
The Internet can precisely segment the audience to direct your
content, defining age, gender, and place of residence. If you establish who
your audience is, you can personalize the message to feel that you are talking
to them about their tastes or interests. This ends up loyalty to the community
and, therefore, increasing the ROI (Return on investment or return on
investment). ROI refers to the monetary value that is generated when you carry
out a marketing action. Thanks to this, we can know the profitability of the
activity we carry out on social networks.
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4. Define the channels
After knowing who you are targeting, you have to see where the
users who are interested in your brand are. Social networks are the main
communication channel within the digital sphere, but they are very different
and are used to transmit messages in different ways.
LinkedIn
It is the largest professional network that currently exists. If
your business is B2B, this will be your primary channel to reach your audience
since it includes all types of organizations and entrepreneurs.
Launch exciting content to grab the attention of your followers.
In addition, you can also use the tools provided by the groups to position
yourself as a valuable content creator within your sector.
Facebook
Marck Zuckerberg's social network has an algorithm that makes
visible the content that users want to see. This is analyzed by the posts that
receive the most interaction, the most shared, or those with the most comments.
The content must be specially designed for the audience you have
in that social network to promote the relationship with the target.
You can find out which profile follows your company page in the 'Statistics'
section provided by Facebook.
This tool also encourages using its features, such as Facebook
Live, through which you can broadcast live videos. Users can send their
comments as well as their 'likes' while you are promoting.
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Twitter
The network of (now) 280 characters is the one that most powers
direct of all. It has positioned itself as one of the new ways of informing users
since the main media outlets turn up the breaking news.
Brands also offer content of interest on their services in which
they include the latest trends and publish content that seeks to entertain the
recipient.
Instagram
Instagram is the fashion social network in which audiovisual
content - videos, photos, and the so-called ' instastories' - prevail.
Immediacy is given a lot of relevance since the latter format can only be
consumed for 24 hours and then disappears. The advantage is that calls to action
can be made for users to interact directly with the brand, making the
relationship closer since they feel that they are an active part of a company's
community.
This social network is also the one with the most significant
number of influencers.
These are users with a large number of followers who show their life and also
advertise for brands. Companies have realized that campaigns with influencers are
-in many cases- more effective than traditional ones since they directly impact
a particular type of audience and give added value to the products due to the
proximity and credibility.
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YouTube
It is the video network par excellence, the fashionable format
on the Internet. It has 1.5 billion active users, which positions it as the
second social network just behind Facebook. Every day, people spend 40 minutes
on average on YouTube, bringing to 500 million hours a day of content consumed.
There are many types of videos for all tastes and audiences, but
the ones that stand out the most are musicals, comedy, entertainment, and
' how-to.'
Companies are always specialized in some sector to consider the opportunity to
create specialized content in audiovisual format for their followers. For
example, if you have a florist, you can post tutorials on making the best
bouquet for a special occasion.
Influencers are also very
present in this social network, especially those specializing in gaming and lifestyle.
In the videos, they also advertise products or services. The former speak
of gadgets and
technology since these products are more akin to their audience, and the latter
tend to promote clothing, beauty, or travel brands due to the target their
content is aimed at.
After knowing each social network, the type of audience in each
of them, and, above all, what they are used for, you can make a different type
of content or, you can even consider doing a campaign with the most
prestigious influencers in
each social network.
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5. Measure results
After launching the campaign, it is necessary to know if it is
working correctly according to the objectives set in the first point.
Therefore, it is essential to measure the results that are being achieved. You
can do it weekly, biweekly, monthly or quarterly. The best thing is to do it
every little time so that, if the impact is not being the desired one, you can
study what is wrong and correct the error by launching another series of
content to another audience or on another channel. The information we obtain in
the analysis of the results seeks to make the campaign as effective as possible
through optimization.
When carrying out a campaign, you should also consider all the
news that appears from time to time, so it is best to draw up a digital
strategic plan, but make sure it is flexible and allows last-minute
changes.Another element that you must consider when you decide to carry out a
digital campaign is to make a value proposition. What you contribute is helpful
for the users who are behind the screen. In this way, your brand will not go
unnoticed among the thousands of consumed contents per day on the Internet.
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