Digital marketing is a new strategy, if you will, but one that has proven to be effective in improving the presence of a business and thus favouring its growth. This strategy comprises many tools that, well developed, lead us to success.
But rather than seeing digital marketing as a set of tools that work on their own, we must understand that the whole is what guarantees the success of which I spoke earlier, and, to ensure a successful whole, we must be aware of what our responsibilities are concerning to it so that the result of our work is genuinely favourable for the activities that are carried out in other departments.
Yes, everyone who works with Internet marketing must know it thoroughly and adapt their work to add to the whole of the company; at the end of the day, each department should be merged into one.
Whoever creates content must understand SEO and the stages that an individual within our target goes through until they become buyers.
Whoever measures the marketing campaign’s results must be clear about the campaign’s objectives and the strategies other marketing-related departments are taking.
This being our work philosophy and in search of the best results, let’s see what each web design and digital marketing company member needs to know, even though this is not their area of work.
Search engine optimization is a highly sought-after knowledge for digital marketing today; let’s remember that if we work optimization-oriented, we will more likely have the results we expect.
Now, there is a lot to know about optimization, and we do not expect whoever creates the content to be an expert in the loading time of a Web page, much less in what directly affects their work.
The example of whoever creates the content comes in handy because a lot of the optimization is based on this element, and therefore he should know what:
The content’s title, in addition to being attractive and faithful to what the user will find later, must have a length of no more than 80 characters. This length is optimal for displaying results in search engines. Before, and even now, keywords to be positioned are usually placed in the content’s title.
A meta description must be created. A meta description is nothing more than a summary of the content; its maximum length is 160 characters. The treatment of keywords is similar to that of titles.
The content must have subtitles. In this case, the H1 and H2 tags are used, and relevant information is placed in them, often associated with the types of keywords that we want to position.
The ALT attribute of the images should be optimized. To summarize this attribute, it is displayed on the screen if the image does not load. Imagine that you have an image of cats, and the image is not visible for some reason. If the ALT attribute is defined, we will see a descriptive text of the picture. This is particularly helpful in helping the search engine understand what the image is about.
Currently, primarily when WordPress is used as a content manager, you can help improve SEO web positioning with plugins that ensure that the essential things are met; an example of those plugins is Yoast SEO.
Content optimization based on reader experience
Everyone on the marketing team needs to understand the value of the content and how it should look. Many outside of content creation don’t care about how the content is received by the user, i.e. whether it’s friendly, helpful, etc.
Even within the content creation department, the reader experience must be noticed, negatively affecting the result.
One of the most relevant web page and marketing trends regarding how to design web pages is easily digestible content, which is achieved by segmenting the information into small paragraphs.
The creation of titles and subtitles helps the segmentation that I am talking about according to the presented information. Each topic change should be preceded by a subheading that allows the reader to find what he is looking for.
You should know that the Internet does not read the content from head to toe, readers do a quick scan, and if they do not find anything of value at first glance, they leave the page searching for another.
This is one of the tools that every member of the marketing team must know. I am talking about the planning of the content concerning the time it is published, and its objective since it is directed.
Later we will see that each element of the marketing team must know about the stages a user goes through to become a consumer. Still, I tell you right away that you must plan content creation for these different stages.
Planning leads us to assess each piece of content created correctly, which results in benefits for the strategy; It is not about creating content for bulk but rather about creating quality content that is truly useful for our target in its different stages.
Content-based on conversion stages
As I told you in the previous section, each element of the marketing team must know that each target component may be at a different stage; for this, content adjusted to what they are looking for must be created.
For example, at an early stage, an element of our target may have yet to realize that it needs to cover that need or does not see it as a priority. It is the job of whoever creates the content to make that need relevant to the said target element so that the conversion process begins.
Just as there are elements of our target that are still in the very early stages, there are also those who have become interested in our offer and need content to decide on and those who have already been converted and need content to remain faithful to our brand.
Each of these elements and each of these stages must be attacked in content planning for the strategy to be a success. Still, most importantly, each component of the marketing team must know and be aware that the content must be created with these characteristics.
Presence in social networks
Although we are not in charge of the strategy in social networks, we must be aware that it is key to digital marketing.
More than being aware, each element of the team must understand the strategies that must be taken in social networks, especially those who manage the marketing budget.
Regarding social networks, the myth has been created that everything can be done for free. The truth is that this is not necessarily the case; it is increasingly necessary to pay for advertising on social networks.
It has been shown that, although growth can be achieved organically, it is also true that this growth is prolonged since it depends on the willingness of the members of our public to participate in each social network.
The investment in advertising in social networks is an aspect that the entire marketing team must know and accept to optimise the results.
Paying for advertising on social networks is also essential to know the best strategy so that said investment leaves the expected fruits. In social networks, it is not about placing an ad but instead placing an ad that stimulates the performance of the action we want.
Use of influencers
As you will see, we are still on social networks, and we are still talking about paying for advertising, only this time, we are not doing it directly to the social network but to the most popular actors in it.
It is not a secret to anyone that, since social networks were born, there have been characters who have become popular in these media and whose presence influences a specific audience. The use of influencers allows a brand to have a face to which it can be associated, which results in benefits for the said brand, significantly gaining users’ trust in your website.
The marketing team must know that these elements use essential, but it is also important that they know that their use should be moderated. Above all, it must be understood that influencers are not chosen randomly, but according to the target they want to reach.
It is also essential to know that an influencer needs to be taken out of character to advertise but instead is left to interact naturally with the product and the brand; that is more attractive and natural for the target.
Few marketing team members are in charge of measurement, but that does not exempt the rest from knowing what the measurements are about.
Each member must be aware of the objectives of a marketing campaign and must create their work from the premise of obtaining the best possible measurement.
For example, engagement is one of the most common measurements in digital marketing. In this case, whoever creates the content and plans it must be aware of what the target expects from it so that the measurements are positive.