For all the new people who read me for the first time, I always say that each business is unique, and therefore, you must carry out marketing actions different from another within your Online Marketing strategy.
It is possible that 2 apparently identical businesses have to carry out different actions depending on the locality in which they are located, the target they are directed to, or the skills and values of the people who make up the team.
To give an example, a beach restaurant should not carry out the same marketing actions as a restaurant with a michellin star, or a restaurant focused on weddings and events.
However, each business must work on a marketing strategy and the key points must work correctly to grow or continue in the market:
Take care of the online image
Promote the business in the right channels
Innovate and keep a close eye on the competition
Constantly analyze and measure
(The initial example of a restaurant is suitable for all types of businesses: lawyers, dentists, industrial companies, travel agencies, marketing agencies, etc.)
1.- Take care of the online image:
In the same way that a physical business tries to take care of the visible aspects of the business down to the last detail, at the online level it is the same or more important.
The first impression that a potential client takes when they see our website will be the one that will mark if they end up buying from us or if they choose 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 navigation is simple and intuitive. If we have a website that is not viewed correctly from mobile devices, we can forget that this potential customer ends up buying us (at least on that same visit).
Normally we speak of a first impression on a first visit to the website, but we cannot forget that any channel through which they can find us will be their "first impression". Therefore, we cannot invest all our resources in the design and programming of the website and neglect or not work in the same way with social networks (if we have them open), the newsletter that we send, blog articles, contents of the mark 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 or entry points, through which users go to be able to find, then it is better that they are not accessible to our potential clients.