סטדנרט – שיווק ודיגטל

Because it is necessary to do online marketing
We are in the era of the so-called 4.0 industry , which is a historical phase that sees innovation penetrate the corporate and industrial fabric. A radical change, with new technologies and the evolution of digital tools to act as a means to support this fourth industrial revolution .

The whole business world is changing not only the way we work and produce, but also that of communicating with the public . We are at a time when potential customers are not sought "on the street" through the classic forms of advertising: nowadays, a company must be able to structure effective online marketing strategies to win the attention of the public .

How to do digital marketing activities
Deciding to bring your advertising activity on the web is very important, but before doing so you need to complete some things. You can not improvise , it is not enough to be present on the net and that's it … the results will not come alone. Success must be won, the only way to do it is to follow a very precise modus operandi .

Once you have made the important decision to land on the internet, you will have to follow a series of steps

Create your web site the first thing to do is create a website functional, well structured, ensuring an excellent user experience and that it operates on low load times. To launch your site online, you have to choose an internet domain (read our article on how to choose a domain name ) and buy a quality hosting , to make sure you have your own space of high level and able to withstand traffic.

Market analysis and competitors: once you have created the site, you will need to carefully analyze what is your sector of reference and which you intend to conquer. The study of the market and of competitors is a necessary activity to know what users are looking for, how competition moves and what are the current trends. To do this work you need to use software, like SEMrush , which allows you to always have data on the progress of the project.

Definition of a strategy: collect the data, you can start to define your personal strategy. The action plan must be in line with the modus operandi of the professionals of the sector but, at the same time, must have something original that distinguishes you from the competition.

Creation of company channels: in order to better distribute your digital communication you will need a series of channels, such as Social Media . Analyze the most suitable platforms for your purposes and start the digital marketing activity.

The key figures for Web Marketing
Maybe at the beginning you'll want to do it all by yourself, but when the business starts growing, you'll have to put together a team dedicated entirely to online marketing. To ensure that a Brand gains the interest of the public, thus increasing its turnover, it is essential to have specific skills .

So if you do not want to be the only one to carry the weight of all the work you will have to identify some very specific professional figures , each one of them very important for different reasons. Let's see what they are.

Advertising specialist
A company that wants to reach the ideal users must consider a budget for the creation of paid advertisements . So you need a professional who knows the Google Ads tool , which knows how to set up campaigns and is able to optimize ads from time to time to make them more effective. A SEM specialist who guarantees you a return on your investment.

In recent years, the creation of an online business has become easier than ever thanks to new technologies and services created to make the network more and more usable by Internet users.

However, it's not all roses and flowers! The easier it is to reach your target audience, the more difficult it is to battle with your digital competitors.

In the same way the internet population has become increasingly able to manage its "virtual world" and its contacts and this means that if you choose to become a web entrepreneur, you have to be able to deal with this unlimited market in a prepared and intelligent way. On the other hand, I advise you to direct your efforts towards something else.

Some marketing and web marketing strategies that were going strong until a few years ago, no longer work today and, in some cases, produce irreparable damage.

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Here is the ranking of the five marketing strategies that no longer work. I advise you to read and take a cue in order to avoid unnecessary loss of time and money.

1. Create an endless list of contacts. (Harmful!)
   There was a time when big numbers were important but today things have changed. Long mailing lists that include all your customers or potential customers without any sort of differentiation, do not allow you to establish a personalized and profitable contact with them.

An effective marketing action requires that your primary objective is to focus on the real needs of your prospect and you can not achieve this result if your list includes 10 different types of customers with totally different needs and / or problems! What is useful to do?

Create a personalized mailing list.

This is the only weapon that you have available to make targeted contacts that go to one side to fully meet the needs of your client and, on the other avoid yourself unnecessary waste of time and energy.

1. Being able to visit as many pages as possible of your site / blog. (Useless)
   That's not your goal, unless you're in charge of advertising. If you make the mistake of focusing your attention only on the number of pages visited on your site, you run the risk of losing sight of your primary goal: find solutions tailored to your customers and your prospects.

In this regard, I quote you the words of one of the greatest contemporary motivational authors, Zig Ziglar:

If you help people get what they want, you can reach any goal.

What can help you do this task in the best way?

Give priority to conversions! Make sure that visitors who land on your site / blog turn into leads, ie into contacts interested in your products and / or services.

For this reason, make sure to create a privileged channel to continually interact with your target audience. The most immediate result you will obtain is to give the impression of being always present and attentive to the opinions and the "mood swings" of your typical client.

1. Get a large number of links to your site / blog. (Very risky!)
   To climb the coveted peaks of the SERPs (= Search Engine Results Page) of the main search engines, only good content is needed. Receiving a lot of back links (= incoming link or incoming link) in one site, immediately brings up a red flag in the eyes of Google!

This penalty must keep you away from the desire to buy one of those cheap software that allows you to have over 5 thousand back links, with the promise of significantly increasing traffic to your site. In reality, things are different …

The definition of web marketing and its operation
You hear about it often but it is obvious that if you're not in the industry, there are many doubts and with this article we want to clarify in detail how online marketing works. What are the most effective strategies and tools that can increase your company's sales and thus earnings?

We could say that doing online marketing means thinking about how to sell our product on the web: it's true, it's definitely the main objective . But this is not enough, since it is the same objective as advertising for example or public relations. There is more.

Can we indicate as a definition of web marketing all the actions carried out to create and maintain business relationships ? For example on social networks or in participation in groups and industry forums. Let's say that this is undoubtedly a vital component but also the relational aspect is not sufficient to give meaning to the work of those who "do" online marketing.

Promotion, sales, social networks, e-commerce, customer care, brand positioning: many actions that are conducted individually can also make you reach momentary results but that, only if organized in a single strategy, lead your company towards growth and stability.

Online marketing allows you to fully develop the potential of your business, strategically exploiting each channel: so you can see sales grow but also improve the positioning of your brand, differentiating yourself from the competition and increasing contacts with your potential customers in target.

Channels and web marketing strategies
Organizing a web marketing campaign means coordinating and integrating all these different actions among themselves and finding, for each channel to be used, the most effective and able to generate an economic return. What we need to pay attention to is exactly this point: the ROI we obtain for a given budget to invest.

Very often what makes us waver – in the initial phase – those who have never done online marketing activities, it is precisely the idea of ​​having to start with a considerable investment. But once you have calculated the investment return , which can be monitored and measured over time, you can begin to understand the enormous potential that a well-organized and well-defined online strategy is able to get you.

An effective strategy involves organizing different phases:

activity planning
creating a site
activities to generate traffic ( increase visits )
increase in conversions
retention
analysis of the results
implementations

In the moment in which each of these phases corresponds to a positive result and therefore a measurable ROI with respect to the budget allocated at the beginning, an effective and productive chain is established, stable and continuous over time, measurable and above all scalable.