In troubled waters, fishermen's gain. This phrase could well apply to the times we live in. The pandemic unleashed a sustained shift of commercial activities to the Internet, while expanding the map of opportunities for those who already knew the language of digital marketing.
Opening an online business was the number one goal for all entrepreneurs who, by March 2020, had not yet ventured into the digital world. The numbers reflect this: in 2020, 89% of large companies reinforced their investment in digital presence, while 75% of SMEs also did the same.
But how did they do it?
Amidst the chaos and uncertainty brought by the health crisis during the first months, in many cases, digital beginnings were unstable and intermittent, generating weak actions with uneven results.
In a sea inhabited by fish of all sizes, the best chances went to those who professionalized their sales strategies. Medium and small businesses, which uphold the value of being “served by their own owners,” had much to re-signify in 2020.
Some companies worked very well with an online store, content generation for social media, and Facebook Ads campaigns, while others needed a landing page and a Google Ads search campaign.
Therefore, the professional approach to commercial activity on the Internet must focus on the development of an efficient marketing funnel.
What does this mean?
Un A marketing funnel is the automated sales process that a potential customer goes through from being intercepted by an advertisement until they interact with the company.
The path taken is not random. It is programmed and designed to unfold in a specific way. The programmer of the funnel, sets in motion certain actions that allow identifying those interested in a company's services or products, accompanying them, and supporting them from minute zero until conversion.
Conversion is the value action expected by the company; it can be a purchase, a newsletter subscription, social media follow, or establishing contact via WhatsApp, among other actions.
What are the stages of the funnel?
The starting point is the launch of campaigns that attract the attention of potential customers. This involves showcasing a company's services or products to an audience that already has a need or, depending on the case, to an audience that needs to be made aware of the brand's benefits.
At this point, the preferred tools are Google Ads and Facebook Ads campaigns, and organic positioning (SEO).
If the client is already in the company's database, it's always good to re-engage their attention to foster loyalty. At this point, email marketing and chat marketing campaigns work very well.
Each of these tools has technical details in its configuration and tracking that will be analyzed by specialists. The success of this step lies in maintaining a close link between the web developer and the owner or company representative, as the latter is the one who can transmit qualified information about the DNA of their products.
In this sea of digital technical data, one of the pillars of in-person marketing cannot be missing: understanding the real need of the potential client. From there arises the most valuable information for campaign configuration.
Furthermore, this understanding is what will allow the creation of an attractive advertisement that generates interest and a desire to learn more.
Hitting the nail on the head with the advertisement remains the great secret of successful digital marketing campaigns. It is the first contact the potential client has with the brand and must be able to generate the click action, that is, entry to a landing page, an online store, a contact form, or contact via WhatsApp.
From there, the sales team comes in to do their prospecting and closing work.
The growth opportunities offered by the funnel of marketing are multiple and exponential. It is common for those who have already overcome the digital barrier to ask themselves “Why didn't I do it sooner?”.
Each one will have an adequate answer, the important thing is to be well qualified to face the challenges of this 2021 and to know that the massive move of companies to the Internet will continue to be a trend.
Therefore, it becomes a priority to implement a strategy and prepare for digital competition: the sooner it starts, the more economical and effective the campaigns will be.
Don't hesitate any longer! The digital race is already underway.
