How To Use Digital Marketing To Grow Your Business

Internet advertising offers a large number of opportunities for small and medium-sized companies to make themselves known and increase their sales. If you want to know how to use digital marketing to grow your business , follow the recommendations that we detail below.

One of the main mistakes of SMEs that venture into the world of advertising 2.0, is to believe that their digital strategies are isolated from offline sales.

Actually both processes complement each other. The prospects that could be generated through an online campaign have to be properly attended to, finally, convert them into a customer.

Even in e-commerce, the same formula applies. A user who makes inquiries because they have doubts about the purchasing process requires personalized answers, an "attention" that makes a difference.

How To Use Digital Marketing To Grow Your Business

It is possible to use digital marketing to grow your business, without having to pass a master's degree or spend exorbitant amounts of money. You only have to complete with discipline the key tasks that we will now discuss.

Analyze the environment

Before starting to make decisions or outline the path to follow, the first thing is to analyze the current situation of your company and the market.

It is important to be clear about what is said about your brand on the Internet, what is the interaction on Social Networks (if you have them), what resources could be useful to start a possible campaign and, above all, what your competition is doing. All this can display a way to use virtual advertising to develop your business.

Take note of any opportunities you identify while doing the diagnostic. It will be useful when preparing your Marketing Plan .

Define your goals

What do you want to achieve through Digital Marketing? What are the products or services you want to promote? How do you want people to identify your brand?

Defining clear, precise and achievable objectives allows us to build a strategy, establish priorities , formulate budgets and permanently evaluate whether what we do efficiently brings us closer to achieving our goals and, above all, what we want to know; use digital marketing to grow your business.

A technique that always works when setting objectives is to apply the “Smart formula”: specific (specific), measurable (measurable), attainable (achievable), relevant (relevant) and time-bound (limited in time).

Specific objectives: clearly express what exactly you want to achieve. The more specific you are, the easier it will be for your team to understand.

Measurable objectives: it is about defining variables to evaluate the results, quantify them and know if you have fulfilled them and in what percentage.

Achievable objective: they must be attached to reality, possible, considering the time, effort and necessary resources. If it is a challenge, make it feasible, not unattainable.

Relevant objectives: it is related to the previous point, since sometimes objectives are established so simple that they end up being a waste of time. In general, if they are very simple they can become a task. Ideally, set goals that require effort and represent an observable benefit.

Objectives with a limited time: they must have a time for their execution, the results cannot be achieved “in the term of the distance”.

Prepare a strategy

One of the most common mistakes in small and medium-sized companies when they decide to advertise on the Internet is to start making decisions without prior analysis, objectives or strategy.

In general, these decisions originate through the interpretation of feelings and not after the analysis of objective variables. Thus, the chances of being wrong are very high.

This is the reason why we recommend you prepare a Marketing Plan that reflects the analysis of the environment, the objectives, the steps to follow to achieve those goals and the indicators that will allow evaluating success or failure.

Increase your brand presence

When you try to use digital marketing to grow your business, you must work on the Online Reputation of the brand. That is, you must build an image with which you want your clients or potential clients to identify you.

The intention is that when they search for the brand name on Google or on any social network, they will find favorable, valuable and useful information for marketing objectives.

It is useful to generate quality and relevant content, so that your company's publications are interesting and generate engagement .

At this level, communication is broad and the public may not be interested in buying right now, but if we manage to connect, it is possible to promote a sale and even build loyalty.

Show what you do

Communicating with people who have already shown an interest in your products or services requires the use of appropriate techniques to stimulate a purchase decision.

For this reason, it is necessary that you write down the messages in a direct and concise way, showing that you have experience in what you do, that you offer the best solution and that your offer is the most attractive.

You can integrate your blog posts, website content, and even landing pages that target prominent products or services into this communication process.

Promote your offer

The point at which your campaigns are most developed is when you invest resources to develop successful campaigns in Google Adwords or Facebook Ads . This allows you to exponentially increase the exposure of your products and services, increasing the chances of getting new customers to the same extent.

If you have worked with discipline and applying the correct techniques, you will see that the effect will be impressive.

Measure the results

One of the most useful aspects of Digital Marketing is the possibility of measuring results in real time. There are essential metrics that we have already talked about before.

The important thing is to keep track of the changes you apply to your campaign and the response they generate, so that you are constantly optimizing.

All your actions must aim to maximize the Return on Investment .

There will always be new ideas to implement and these must be based on the metrics that your campaign shows. Only then will you know what aspects you can improve.