Where to start in Digital Marketing? » Insights Portal

The most obvious answer to this question is: at the beginning. But where is it? Getting started in Digital Marketing is urgent for many companies, but it may not be as simple as it seems. Therefore, we need to go a little beyond the obvious to understand our role in this arena.

The world is hyperconnected. Fact. This is a reality that embraces the most diverse segments. Regardless of the sector you operate in, having good planning – including knowing where to start in Digital Marketing – makes all the difference.

Nowadays, very few companies (not to say none) can survive without digital tools. Free or paid, they form a range of opportunities for advertising and generating profitable business.

Although Digital Marketing brings countless benefits to a brand, there is still some confusion when positioning the company in the online environment. And, because there is a massive amount of information on the subject, marketing managers can become lost in priorities involving what to do, how to act, and who to talk to.

It saw? Getting started in digital marketing, efficiently in the short term, requires an extra dose of dedication.

Planning is necessary

You know that story about taking one step back to take two steps forward? That's right: this popular saying, common in many regions of Brazil, is an indispensable rule for digital marketing.

For good results, it is recommended to use the Pareto Principle, also known as the 80/20 rule, at the planning stage. She says that in many situations, 80% of the effects come from 20% of the causes.

When planning content for digital platforms, it is important to do so in such a way that the customer is directed to make a purchasing decision. On the other hand, publishing only direct selling posts is not always the best practice.

Therefore, it is expected that 80% of the content demonstrates personality, entertains and informs, seeking potential engagement. The 20% can be used to promote the brand and sell products.

Main advantages of starting in Digital Marketing

I know, you know, he knows, and she knows too, that the internet transforms people's lives and companies' lives on a daily basis. As Renato Russo said, “the future is no longer what it used to be”. Consumer habits change at lightning speed and, to keep up with them, managers need to not only observe, but also be part of this evolution.

The main advantages of taking the first step in Digital Marketing are:

• The online presence on different channels allows the company to be found by consumers at a very low cost compared to traditional media, such as TV, radio, billboards, etc.;
• The company gains more brand authority by distributing content in media where people are “willing to listen”;
• Offers can be personalized for different target audience profiles;
• It is possible for managers to follow the entire purchasing journey, from the first visit to the website to research the price until the closing of the sale;
• Measuring results, through customer tracking on the platform, is possible – and faster.

Another advantage of starting out in digital marketing is that it allows professionals in the sector a freer routine. Anyone who wants to work with social networks, for example, can associate this activity with others, stipulating their own “opening hours”.

Is it internet data you want, at sign?

This subtitle is a well-known meme among those who already have a presence on the internet. In fact, you can study memes before taking your first steps, as they are very important for some segments to be able to establish the best communication with the public…

Getting to the point, observing changes in Brazilian behavior on the internet is essential for marketing strategies.

See some data that can support your company’s participation in the online world:

• 70% use social networks for more than 9 hours a day;
• 85% of internet users browse every day;
• Women are the majority on social media – 53% on Facebook, 59% on Instagram and 71% on Snapchat;
• YouTube is the most accessed website in Brazil. In it, Brazilians spend 22 to 28 minutes on the platform;
• ·Video on Facebook is the content that receives the most engagement.

For a good connoisseur, an iota is a letter: the future of companies lies in the internet and its most diverse resources.

Anyone who isn't planning to conquer this arena will have to make up for their losses at some point.

Step by step to start in Digital Marketing

We talk here about the indispensability of promoting business communication in the online environment. However, being on the internet and having a Facebook or Instagram page, in itself, is not a guarantee of success in business.

To be successful, we recommend the following steps:

#1 Know your audience’s pain points

Before making any publication in digital media, you need to understand who shapes your audience. Check what the target profiles like or dislike, their objections, desires and desires.

A customer’s pains are the reasons why they need your product. The closer the company gets to their problem, the greater the chances of conversion into sales.

Let's take an example: a personal trainer wants to sell fitness classes online. The company generates a series of videos with exercises and places them on online course sales platforms.

Not knowing who will actually buy this service is the best way to fail. After all, how can you know which platform is most effective without knowing whether your consumer is on it?

That's where persona research comes in.

By studying personas, you will understand what people are looking for and what the company can do to satisfy them.

#2 Create a landing page

Landing page is a sales page that aims to convert (action) visitors. It presents few elements, using techniques that avoid distractions and attract the right people to consume the content.

The strategy has a form in which the visitor is invited to enter their name, email, telephone number and other information. This could be the chance to get to know your future client’s profile better and offer them sales opportunities.

#3 Organic promotion

Organic advertising usually has a natural reach, as it reflects the access acquired by the business without having to pay for advertisements. In other words, the publication will be shared by the users themselves.

But that's not all: organic advertising also helps the company achieve top rankings on Google and other search engines. But, for this to happen, it is essential to use SEO techniques aimed at optimizing pages for search engines.

The advantage of promoting content organically is its broad reach. As already mentioned, 70% of Brazilians connect to the internet and browse it, on average, 9 hours a day.

#4 Paid advertising

Paid advertising is also a good strategy to start in Digital Marketing. As the name suggests, with this resource, content to expose the brand and highlight it is sponsored.

Investing in paid advertising is one of the ways to increase business visibility and reinforce the brand’s concept.

The main advantage of this type of strategy is that it segments ads, reaching potential consumers and greatly increasing the cost-benefit of the investment.

#5 Content creation

Content creation is what will drive the company’s digital platforms. Content marketing informs, educates, entertains and retains potential customers.

Common mistakes people make when starting out

A lot of information about getting started in digital marketing is published on the internet, including free of charge, as is the case with Portal Insights. This is precisely why it is essential to filter what is worth doing and what is not worth doing within your strategy.

Common mistakes that people make when taking their first steps in the digital environment are not prioritizing actions with greater potential to bring return on investment (ROI) in the short term, betting on “miracle exits” and giving up on the first attempt – especially when the attempt was unsuccessful. , precisely, this miraculous way out.

Most importantly: not investigating the pains, needs and objections of customer groups, or personas, is a major strategy error. Don't do it!

Furthermore, it is good to remember that there is no magic formula in digital marketing.

Some companies take months to find the right channel for their audience and product or service on the internet. Knowing this, the most important thing for anyone who wants to start in digital marketing is to develop strategies and actions that obtain a return on investment as quickly as possible.

Only in this way will the company be able to invest more and, consequently, scale its medium and long-term strategy.

Want to know more about how to take your first steps in digital marketing? Take a look at the Digital Marketing Checklist we produced and start your online saga on the right foot – or rather, with the cursor –.