4 basic points that you should work on in your online marketing strategy

For all the new people who read me for the first time, I always like to emphasize that each business is unique, and therefore, each business must carry out different marketing actions than another within your Online Marketing strategy.
It is possible that 2 apparently identical businesses have to carry out different actions depending on the location in which they are located, the target to which they are going. directed or the skills and values of the people that make up the team.

To give a simple example, a beach restaurant should not carry out the same marketing actions as a restaurant with a Michelin star or a restaurant focused on weddings and events.

However, each business must work on a marketing strategy and the key points must be worked on correctly to grow or remain in the market:

Take care of your online image
Promote the business in the appropiate channels
Innovate and closely monitor the competition
Constantly analize and measure

(The initial example of a restaurant works for all types of businesses: lawyers, dentists, industrial companies, travel agencies, marketing agencies, etc.)

1.- Take care of your online image

In the same way that a physical business tries to take care of its image down to the last detail, online it is equally or more important.

The first impression that a potential client receives when viewing our website will be the one that will determine whether they end up buying from us or opt for one of our competitors .

If, for example, a user visits our website as the first point of contact with our brand, they will want to see that the website loads quickly and the Navigation is simple and intuitive.

Normally we talk about first impression on a first visit to the website, but we cannot forget that any channel through which they can find us, will This is your “first impression.” Therefore, we cannot invest all our resources in the design and programming of the website and neglect or not work on social networks in the same way (if we have them open). , the newsletter that we send, the articles of the blog, content of the brand on external web pages, etc…

A first conclusion that we must draw is: if we are not going to be able to take care of all the touchpoints</em > or entry points, through which users will be able to find you, then it is better that they are not accessible to our potential clients.

2.- Promote yourself on the appropriate channels

Almost everyone is used to the fact that if they want to book a hotel online, the first thing they are going to do is go to booking.com; ( tripadvisor, trivago …) and search for the destination you are interested in. Therefore, one of the most important points, in the case of being the owner or responsible for the sales of a hotel, is to be in the first positions of the main marketplacesof the business and locality.

However, not all businesses have marketplaces with sufficient authority, and therefore, each brand / business will have to invest in the main search engines to be present in the first positions.

Es muy importante realizar un estudio de mercado y definir correctamente al target o potencial cliente para saber en qué canales navegan nuestros potenciales clientes.

En el caso de negocios B2B, es muy probable que sus prioridad de inversión sean canales como Linkedin o Google Ads.

En cambio, negocios más orientados a B2C, tendrán que invertir mayores recursos en Facebook/Instagram Ads y / o Google Ads.

Si quieres saber más detalles de cómo o porqué invertir en estas redes sociales, puedes obtener más información para profundizar más en las técnicas de publicidad en Linkedin Ads o en Google Ads. Próximamente trabajaré una guía para realizar campañas en Facebook Ads o Instagram Ads.

3.- Innovar y estar pendiente de la competencia

Cuántas veces oímos negocios “de toda la vida” que no innovan hasta que aparece un competidor y entonces no tienen tiempo para reaccionar y acaban muriendo o reaccionando de modos inesperados por tal de no morir…

🚕  Taxi industry => Uber, Cabify

🏠  Real estate => Housify

🎼  Discman, mp3 => Spotify

🎬  TV => Netflix

📦  Corte Inglés => Amazon

☎️  SMS => Whastapp


I think these examples are sufficiently illustrative to see that we cannot accommodate ourselves in our sector, since if it can be improved at any point, we could end up disappearing in the medium or long term.

4.- Constantly analyze and measure

Depending on what phase of growth our business is in, we will give more importance to some aspects or others.

If we are a bicycle company that is finishing our website and we are beginning to position ourselves in the market, we should give more importance to getting the first sales , know what people think of our product, get people to know us, and reach the audience that interests us. If we are able to know this data and correct what we are not doing perfectly, we will be able to sell our bicycles in the medium-long term.

In the case of a stable business, which manages to invoice more than it invests, we should focus on improving the perception of our brand< /strong>, expand the volume of business, innovate and always remain alert.

All this is solved by measuring, analyzing the results and making good decisions. If we see that a channel is not giving the expected results, we either stop investing (simple solution), or we analyze whether we are correctly carrying out all the processes to sell in that channel that we are not achieving results.

As in every article, I remind you that if you need help creating, reviewing or tracking KPIs of your business, I will be at your disposal for whatever you need. Write to me here and we will analyze your case personally.</ p>