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4 Essential Digital Marketing Actions for Startups and Small Businesses

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Today, succeeding in business, it is embracing digital, including when it comes to marketing strategies. According to Magna, the research arm of IPG Mediabrands noted that digital ad spending reached $ 209 billion worldwide in 2017, accounting for 41% of the advertising market. It surpassed television advertising spending with only $ 178 billion, or 35% of the market.

Digital marketing itself is not limited to online marketing, content marketing or social media advertising. This is a generic term used to refer to the different channels that ads are delivered electronically, which include digital mechanisms online (connected to the Internet) and offline (not connected to the Internet).

Equipped with the right digital marketing plan, which requires a minimal budget, startups and small businesses can reap favorable results. Just be sure to follow the results with a good analysis program, so that you can distinguish the snapshots "before" and "after" from the company.

Anything is possible because digital marketing is the big equalizer.

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As long as you have an online presence, you have the potential to compete with the big brands. So, having a professional looking website is a must, as it goes without saying. The main function of your company's website is to capture leads and sales conversions.

Now let's talk about the steps needed to implement 2018 digital marketing trends for your business.

1. Innovate

First, the creation of digital marketing campaigns requires ingenuity, creativity and understanding of other brands. According to a study by Pagely, the latest trends in digital advertising focus on: branded product, authentic connection, causes for social change, personal achievement, social validation, influencer validation, and multichannel.

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Be aware of the tendency that people prefer not to be sold about something, but to feel a certain positive feeling when they are exposed to your brand. This would require a powerful UX (user experience) that brings out good feelings among users.

2. Strategize

Plan appropriate marketing avenues to integrate the campaign. Should you post native articles on LinkedIn? Tweet several times a day? Post pictures of the company on Instagram? Launch Facebook ads? Join a Pinterest group forum? Write weekly blog articles? How about paying an Instagram Influencer to use and take pictures of your product?

Each channel would have different requirements and investments. By "investment" it means expenses. If you do not have any budget for marketing services from professional designers, copywriters and paid advertising specialists, you can start with free ways, such as creating your own copies and marketing images.

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Whatever your choice, be sure to follow best practices based on successful case studies. For example, if you want to make sure your Facebook ads work well, take online courses on Facebook Blueprint eLearning and Google Adwords Certification.

3. Execute

Engineer every marketing activity optimally. Although startup requires only an MVP (minimum viable product), marketing your product should be a bit of a perfectionist. Of course, this does not mean that the campaign is already "perfect", but each version must be "perfectly perfect" before the next version is created.

Do your homework really well. Recognize the personalities of your customers' buyer and be clear about your value proposition. Take note of them and mention them when you create marketing resources, promotional activities and paid ads.

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A "buyer character" is a fictional character of your ideal client who comes with his own demographics and biographies, his pain points, his goals, his needs, his desires, his goals, his aspirations, his objections and habits. Hubspot has provided several examples of buyers. For samples of excellent value propositions, learn from these 25 companies.

4. Analyze

Save historical data with the help of Google Analytics or another similar program. You will be able to follow the progress of the campaign. Make sure you understand what you are going to measure.

There are two types of metrics to measure: business and marketing metrics and analytics metrics. Google Analytics statistics, for example, are "analytics", which means that datasets are collected to draw conclusions.

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Analysis statistics typically include sessions, page views, bounce rate, traffic sources, exit pages, goals, visit interactions, social overview, and synthesis of acquisitions. These are raw data sets, which must be analyzed with the help of marketing measures to be significant enough to make important business decisions.

With the acquired datasets, you can develop commercial metrics that calculate these 6 important metrics: CAC (Customer Acquisition Cost), CAC Marketing Percentage, LTV Ratio and CAC, CAC Return Timeout Percentage of customers marketed and percentage of customers influenced by marketing.

In conclusion, digital marketing encompasses more than good online ads and content marketing articles. It's about creating the most appropriate personalities and combining them with a solid value proposition so that the entire marketing campaign can be executed optimally with a minimal budget. It is also a matter of following the results, so that you can use the historical data as a future reference.

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