Everyone talks about SEO, SEM, funnel, growth hacking, social media, influencers, conversion, virality …, but very few understand the meaning of these terms. There are Facebook Ads experts everywhere, inbound marketing gurus, infallible leaders in web positioning; but the startups they work at don’t achieve the goal of surviving or becoming profitable businesses. The reason: very few know the keys to digital marketing sucess.
What is (digital) marketing?
First of all, I think we should understand what the word marketing means. Among all the definitions I have read I like the following:
“Marketing is a set of techniques and studies that aim to improve the marketing of a product”.
Simple, right? I am sure there are many details missing in this definition, but it is a good starting point. We will have time to complement it in other posts.
So now, let’s define digital marketing, which is, within marketing, the group of strategies and actions that are developed in the digital media.
Fundamental aspects of marketing
Once the main terms have been defined, let’s ask ourselves what are the fundamental aspects of marketing, and to do this we must go a bit deeper and look for the bases of this discipline. We cannot stay on the surface. Marketing is not the sophisticated tools that technology gives us: it is not about cool Instagram ads or knowing all the metrics and conversion rates.
Marketing is much more than this. Knowing the tools is important, of course, but the key to success is closer to the clients than to the digital techniques; it requires a much more intense reflection that allows to better understand value propositions and their relationship with customers. To achieve this, it is necessary:
- Understand your clients well.
- Adapt your value proposition to their needs.
- Design a suitable sales strategy.
We have just listed three keys to marketing: perfectly understanding your clients, preparing a value proposition adapted to their needs and seducing them with a successful sales strategy. Wa have said nothing about Google Ads or Twitter campaigns. All this will be part of a later stage. Now we should focus on the basics of marketing, in its fundamental aspects. Let’s look at this in more detail.
1. Understand your clients well
The basis of marketing is to understand customers well. You need to know their needs, their problems, what they are looking for. If not, you cannot offer them value. It doesn’t matter if you launch a super creative campaign on Facebook Ads; It will go unnoticed if you are unable to connect with your emotions.
To get to know your clients you must start by segmenting them, but we will see all this in detail in the next articles.
2. Adapt your value proposition to their needs
If you know your clients well, it will cost you much less effort to create a value proposition that is attractive to them. If you don’t know them, you will go blind and put on the market something that nobody wants to buy, that only makes sense in your head.
If you segment your clients correctly (as we will see later), you will be able to offer each sector a differentiated proposal adapted to their particular needs. Success is guaranteed.
3. Design an appropriate sales strategy
You already know your customers and have created a value proposition that interests them, improves their lives and makes them happy. Now everything is much easier. You just need toselect the right channel to reach them, deliver the message they want to hear, create a strong customer-brand link and ensure sales.
At this point it is important to be a specialist and know the digital marketing tools, but you have a solid foundation on which to build your proposal and your marketing campaign. If your clients use Instagram, for example, and you dominate the platform, you can easily reach them. You know them, you know their needs and you are going to deliver the right message.
Don’t start the house on the roof. Before posting your digital ads, spend time getting to know your customers. Study who they are, what they like, what hurts them, their needs and their opinions on specific topics. Only in this way can you create a value proposition adapted to them, seduce them and sell them your products.
Don’t forget this: the most important thing in marketing is people, not metrics.
And this is all for now!
See you in the next article.