The internet has changed the way people do business. Where consumers previously needed to contact a company for information about it, today it’s easy to find that type of information with a quick Google search. In the same way, if before the disclosure a company depended mainly on how much it could pay for this disclosure, today there are many free ways to do this on the web.
Therefore, it is important to embrace the opportunities that the internet brings to leverage your business. But, for that, you need to learn some knowledge about digital marketing for entrepreneurs, which will make digital marketing worthwhile, without necessarily having to invest large amounts to have a return for your business.
In this post, we will explain what is digital marketing for entrepreneurs, what are the steps of digital marketing, what are the strategies, among other tips.
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What is digital marketing for entrepreneurs?
First of all, it must be made clear that when we talk about digital marketing, we are referring to a broader concept of using marketing on digital platforms and not necessarily to the use of digital marketing techniques for companies. Therefore, we should differentiate the terms, and focus on digital marketing for entrepreneurs.
That said, let’s get to the concept: it’s the use of digital marketing techniques to bring results to a company (whether this is a micro or small company, medium or large), which can range from attracting the audience of that company and relating to it to generate new business opportunities.
In other words, digital marketing for entrepreneurs is actions carried out online to strengthen a brand and generate more sales for the company.
The 5 functions of digital marketing for entrepreneurs
We can say that, in order to have an efficient strategy, it is necessary to invest in 5 functions along the sales funnel :
Without attracting visitors to your site, you won’t be able to complete even one more step in the funnel. Thus, getting traffic focused on your target audience is one of the main goals you need to have when investing in digital marketing.
So, you should focus on producing content that is related to your market and that interests your audience, bringing them to your website. Don’t just talk about your products or services. Offer content that your audience searches to reach you. That way, you will show that you know how to help him resolve that “pain” he has.
For example: if you have a pet store, instead of writing just about your store and its services, try creating content that answers a common question from your audience, such as “best flea medicine”. If you create this content and your audience comes to your site through it, they’re much more likely to end up buying from you:
After attracting your target audience, you need to turn them into Leads, that is, people who will be interested in your company to the point of leaving some kind of contact (email, phone, etc.)
But for that to happen, it is interesting to offer something in return to these people: it can be sending a regular newsletter, making available some interesting content (such as an e-book), or even sending promotions and discount coupons.
Once you get those Leads in touch, it’s time to start connecting with them. This means taking them through the sales funnel until they are ready to buy from you.
Since we’re talking about digital marketing, you can develop this relationship using channels like email marketing, lead nurturing and social media.
This is the long-awaited moment of the sale. Once you’ve nurtured the relationship with your leads, they’re ready to be passed on to the sales team. Note that, with digital marketing strategies, the sale ends up taking on a more consultative character, because the Lead arrives already much more informed and prepared in relation to what your company offers.
But, for the approach of this lead to be done at the right time and in the right way, it is necessary to clearly define the moment when it becomes an MQL or SQL, that is when it should be passed on to the sales team.
One of the great strengths of digital marketing is that almost all strategies can be measured. Thus, the company is able to know if it is investing in the right tactics, which ones have brought results and which ones need to be improved.
Metrics such as a number of visitors to the site, leads, and opportunities generated are some of the most important to be evaluated. They clearly indicate the return on investment for the company.
But you can also dig deeper into each traffic source, lead generation, and relationship channel to understand what’s working. The more detailed the analysis, the easier it will be to make improvements.
Digital Marketing Strategies to Use in Your Business
There are several digital marketing strategies you can apply to your business, but some are particularly important. Let’s go to them:
Create your buyer persona
The buyer persona is the representation of your ideal customer. In other words, it is a character that you create by joining characteristics of a customer profile that you want to attract to your company.
Creating the buyer persona is critical to understanding who your customer is and what their questions and motivations are, and how your company can help and sell to them.
Produce content on a blog
As we said, producing content is one of the most efficient ways to attract your audience to your website. Therefore, it is vital for your company to create a blog with quality content, addressing issues related to your market and the main doubts your customers have.
In addition to quality, your content must also be produced and published periodically, so that you always have news to present to your audience. How often your content is produced and published depends on your market, your buyer persona profile, and your company’s ability to produce.
But, in any case, it is important to create a content calendar for the blog, so that the number of publications remains relatively constant, without lack or excess throughout the year.
Relating through email marketing
Email marketing continues to be one of the most efficient digital marketing strategies and serves from content dissemination to closing sales, as well as helping to drive the lead through the sales funnel.
Your company should also invest in customizing emails. This means that to communicate effectively with your lead, you must get to know them, know what buyer persona profile they fit into, what stage of the sales funnel they are in, what content they need at that moment, and so on. The more personalized the email, the more chances that the open rate will be high and that it will meet its objective.
use social media
Today, social networks are no longer just platforms for relationships between people; companies also entered the picture. Therefore, you cannot afford not to invest in them.
But you shouldn’t create profiles on any and every social network that exists: you need to know where your audience is. That’s why it’s important to have created your buyer personas before choosing which social networks you’ll be on.
Use your social networks to spread your content, share important information, chat with your customers, etc. Don’t forget that social media is a two-way street and that you should be on your toes to respond to your audience as quickly as possible.
Use Landing Pages to Generate Leads
Earlier, we talked about the importance of generating leads. And one of the best ways to do this is through landing pages, pages aimed at converting visitors into leads.
To generate good conversion rates, these pages need to be created using criteria that encourage visitors to take action, such as having a responsive design, being light and fast loading, having content optimized for search engines (SEO), explaining in detail what you will bid in exchange for converting, etc.
Below is an example landing page for downloading an e-book.
Note that, in addition to specifying a lot what the content is about, it has a highlighted, but brief and concise form, aimed at obtaining the necessary information from the lead.
We hope you enjoyed our content. If you are interested in making your digital marketing strategy for entrepreneurs even more effective, how about investing in hiring a marketing automation software?
LAHAR is an inbound marketing software that helps you generate leads and turn them into customers. In a single tool, you can manage your social networks, landing pages, marketing automation, and more.