Essential digital marketing tools for the perfect strategy

The use of Digital Marketing tools to consolidate communication strategies has become a mandatory practice in companies. After all, in a digital world, communication and marketing techniques are applied and adapted for the Internet and mobile devices.

Thus, Digital Marketing is part of a series of activities carried out by Marketing with the aim of attracting potential customers and relating to them. The technique makes it possible to build a strong brand in increasingly competitive markets.

It is in this scenario of intense work, in which it is necessary to attract the customer, control the flow of information, produce content and close the sale, that the entrepreneur needs tools to help him grow revenue.

The importance of Digital Marketing tools

Management resources for digital communication are extremely important for companies. Its primary function is to automate manual tasks that tend to take time and make it difficult to prioritize strategic activities.

Furthermore, tools give more agility and reach to the volume of information produced, speeding up processes. Through this, tangible results are generated.

The tools we discuss in this text are considered solutions to reduce customer acquisition cost (CAC) when implementing strategies used in various types of business.

However, no matter how good the tools are, one thing needs to be clear: the strategy and methodology will always be worth more than the tools. Betting only on software can be a classic mistake for those who are not familiar with this style of marketing.

In other words, there is no point in having the most advanced technologies if the entrepreneur has no idea how to apply them correctly.

Business phases x Digital Marketing tools

If you have a business and want to invest in digital communication tools, stop and think about your strategy as a whole before signing a contract. The optimization of the technology used will depend on the stage the business is at.

Each stage has specific tools to effectively meet the objectives proposed in the planning.

For example: it doesn't make sense to invest in marketing automation if you're just starting out in your business. The ideal would be to get landing page and email building tools.

Managing a company's digital marketing is not a simple task. There are several areas of responsibility and competence in which the specialist in the area must work daily, such as finance, project management, marketing, content analysis, among others. Each of them requires a different tool.

See each phase in detail:

1 – Initial phase

This is the stage where the focus is not on selling, but on evaluating your position in the market and arousing the curiosity of your potential customers.

To do this, the following tools are used:

Landing Pages

Landing pages are known as destination tools, with the sole objective of converting visitors. The page features few elements, focusing only on the CTA (call to action). The technique avoids distractions and guarantees the desired conversion.

This is one of the main Inbound Marketing tools, as it manages to attract the right people to consume relevant content. The landing page is commonly the first stop in the funnel that can elevate the visitor to customer status.

Imagine you have a website that attracts thousands of visits every month. However, people just see the information without taking the next steps that lead to purchase.

Of course, every visit has its value, as more people become aware of your business. However, the question you should ask is: to what extent do they impact my business?

Landing page tools, like Unbounce, help you not only attract visitors, but also create opportunities for your company.

That simple form with name, email and telephone number can be the chance to build a relationship, with trust and empathy. This is because you will understand exactly what your customer's profile is, knowing what content they access and, thus, proposing unmissable sales opportunities.

E-mail marketing

There are those who think that email marketing is nothing more than SPAM, that unsolicited information that appears in our inbox. In fact, when done well, email marketing is a valuable strategy that relies on communication between the company and its consumers, or leads, via email.

Contacts made through message blasts can be made based on segmentations capable of scaling the information personalization process.

This means that email marketing will only reach those interested in the message, service or product, through an information platform – such as MailChimp, a platform developed to send emails and provide the sender with campaign statistical data.

This is an essential tool for e-commerce.

Statistical data reinforces the importance of this tool: Email Marketing messages can be up to 40 times more efficient in gaining new customers than social media.

Advertising arts

In order for there to be more engagement with your audience, the information cannot just contain texts. They must be creative to the point of generating likes, comments and shares on social networks.

Posts with images and graphic arts are resources that attract attention and promote more interaction than any text style. As much as the information is extremely useful for a certain segment, the art in your ad will make all the difference.

There are tools on the internet that make posts and campaigns more attractive. A good example is Canva, a simple and friendly graphic designer platform that has several interfaces and templates. Its style is freemium, that is, it has free resources and paid resources.

In addition to using the Canva collection, you can download your own images, thus obtaining more diverse results for your posts.

2 – Traction

Traction is the phase of the business in which there is sale of a certain product or service, but profit is low. And, of course, Digital Marketing tools can help at this stage.

Marketing Automation

How about investing in marketing automation? Tools that optimize time and generate productivity considerably improve the company's results.

Furthermore, automation generates more efficiency in the sales funnel, improves customer communication, nurtures leads and reduces costs.

There are good software on the market that promise these and other benefits:

RD Station

It is a Brazilian platform developed for Marketing automation that brings together the main digital resources in one place. This way, it is possible to perform different actions in a single software, with more efficiency and productivity.

RD Station has many purposes to attract, convert and relate to its target audience, in addition to analyzing the results of actions in unified reports.

Among the possibilities offered by RD Station are:

• Scheduling and sending emails;
• Creation of landing panels;
• Lead analysis;
• Nutrition flow feed;
• Scheduled publication on social networks.

Pipedrive

Pipedrive is a CRM (Customer Relationship Management) tool that helps entrepreneurs reconcile customer relationships with other essential business tasks.

The objective of CRM is to apply strategies in an automated way, ensuring that the company has detailed information about each consumer.

It also presents interactions already carried out, so that the manager can establish an increasingly personalized relationship with the user. In other words, according to their behavior and preferences, it is possible to offer a new product or even a discount to the potential customer.

Pipedrive focuses on sales management so that small teams can make their processes more efficient. See some of its features:

• Action planning so that the business does not fall into oblivion;
• Visualization of the stages in a sales funnel, allowing the understanding of opportunities;
• Full monitoring of interactions with customers;
• Reminder to perform next actions.

3 – Business scaling

This stage happens when the strategy used is validated and now it is just a matter of continuing and investing more.

Metrics tracking

Sending emails and following social media are essential activities for positioning your business. However, this is only part of the process. Other actions need to be considered in order to improve the performance of your tools.

Managing content is a complicated activity, as the volume and speed of information is large. And, since doing this manually can be costly, it is best to look for software that monitors social networks in a practical and efficient way.

Pipz does exactly that. It is an automation platform that considers all stages of a customer's life cycle within the company, from acquisition to loyalty.

The solutions offered by this tool range from the drag-and-drop landing page builder to interaction history, behavior analysis and email personalization.

Business Intelligence

This practice consists of gathering and analyzing data and transforming it into relevant information for the decision-making process.

In other words, BI efficiently manages information, applying metrics and key performance indicators to all aspects of the business.

To do this, you can use IBM's Watson Marketing tool, artificial intelligence applied to companies in the most varied segments. With it, it is possible to follow the conversion journey and understand what the customer wants to continue nurturing them with the correct content.

Furthermore, through BI the company can carry out analyzes and identify various opportunities to close sales.

Integrated Business Management System – ERP

ERP is a tool that improves company management by automating processes. As? Integrating sales, finance, accounting, tax, inventory, purchasing, human resources, production and logistics activities.

TOTVS' ERP, for example, is software with a reliable database that synchronizes data from different sectors so that they work together. This way, there is no loss of information or rework. The tool also makes it possible to reduce costs.

Marketing tools are essential for business advancement. However, it is worth remembering that, alone, they do not perform miracles. Strategy and methodology must come first, being treated with more relevance.

Want to understand more about how this marketing style can do more for your company?

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