Do you already apply all the Digital Marketing techniques that are useful for the growth of your business?
It is a fact that the market changes faster and faster and it is not always easy to keep up with everything that happens in the online world. In fact, a question that often comes up for me is:
“Does my company need to keep up with all digital transformations ?”
I can tell you right now that it depends! The answer to questions like this is directly related to the business strategy.
Because, in my opinion, what helps to boost a company is not the application of as many Digital Marketing ideas, techniques or tools as possible, but rather the synergy of all this with the right strategy for each case.
And of course, in addition to defining your strategy, to choose the best techniques, you need to know them!
So I have separated the main Digital Marketing techniques here, organized by areas, so that you understand which ones make the most sense for your business.
The difference between technique and strategy
Before I tell you more details, I can’t help but clarify a confusion of concepts that is quite common in various Marketing content: the difference between “technique” and “strategy”.
First, let’s look at what is described in the Michaelis Dictionary:
Technique: set of methods and practical details essential to the execution of an art or profession; practical knowledge; practice; way in which something is accomplished; means, method; great skill; dexterity, expertise.
Strategy: art of using the resources at one’s disposal in a planned manner or of exploiting in an advantageous way the situation or favorable conditions that one may enjoy, in order to achieve certain objectives; ingenious maneuver or artifice; ruse, subterfuge, stratagem.
In short, the techniques are more related to the practical part, that is, the specific details that make up the execution.
The strategy involves the global planning of how the techniques will be applied and how the results will be evaluated.
In Digital Marketing, one should not exist without the other: strategy without technique tends to remain just in the world of ideas, and technique without strategy represents a waste of effort and resources.
That’s why understanding this difference is so important before we take the next step. After all, techniques should be the means a professional uses to implement the strategy.
General Digital Marketing Techniques
Here, useful techniques and approaches for Digital Marketing planning will be presented:
SWOT Analysis
SWOT, in English, is the acronym for Strengths, Weaknesses, Opportunities and Threats. In literal translation, it means Strengths, Weaknesses, Opportunities and Threats.
A SWOT analysis will help you make a comprehensive assessment of your business, because it involves identifying the company’s internal strengths and weaknesses, as well as external opportunities and threats.
Despite being reasonably simple to do, it provides a clear view of the current state of the business, makes it possible to see its main competitive differences and highlights areas that need to be developed.
Benchmarking
Benchmarking applies to different areas of the organization and, in Marketing, involves researching and analyzing the practices of competitors and industry leaders.
By comparing the strategies, tactics, techniques and results of other companies, you can identify what is working well, which opportunities are not yet being taken advantage of by competitors, what can be improved, among other issues!
Golden Circle
The Golden Circle was popularized by Simon Sinek:
In short, it is a technique that focuses on understanding three spheres of your business :
- “Why” (purpose);
- “How” (way);
- “What” (product or service).
By starting to understand your company with the “Why”, you understand what inspirations it generates and, with that, create deeper emotional connections with the audience.
People don’t buy what you do, they buy why you do it.
AIDA
AIDA is basically an acronym that stands for Attention, Interest, Desire and Action.
It starts with attracting the customer’s ” Attention “, followed by awakening ” Interest ” in the product or service, creating a feeling of ” Desire ” and finally the ” Action ” which can be a purchase or another form of engagement relevant to the business.
This technique is useful in several contexts: to create marketing campaigns on social networks, create paid media, send relevant emails, develop landing pages, and much more.
Content Marketing Techniques
Today, I consider Content Marketing to be the backbone of any self-respecting Digital Marketing strategy. And anyone who thinks that content only involves writing texts for a blog is wrong, you know?
In reality, Content Marketing techniques include the creation and distribution of relevant content to attract, engage and retain an audience across all channels used by the company.
Below, I explain some of the most important ones:
Advertising Writing and Copywriting
Advertising writing and copywriting are essential components in Content Marketing. Both have the element of persuasion involved, but they differ in their objectives.
Advertising writing is the style of writing that creates the concept behind products or services — often using persuasion techniques, but is not necessarily committed to the final sale.
On the other hand, copywriting is a more specific form of writing, focused on creating messages that inspire immediate action — most often, aimed at purchasing a product or service.
Storytelling
Storytelling involves creating super engaging narratives, the aim of which is to establish emotional connections with the audience.
Strongly associated with the “Why” described in the Golden Circle, stories have the power to convey brand values, generate identification and build audience loyalty.
And stories can take many forms, from reports of personal experiences, sharing of challenges and overcoming challenges experienced within the company, to customer success stories.
Scanability
You already know: in digital, attention is a precious resource and earning it is the first step to starting a relationship with a potential customer.
In this sense, scannability is an essential technique. It involves structuring content in a way that makes it easy to read and understand the most relevant concepts — even during speed reading.
To make content more scannable, use headings, short paragraphs, bulleted lists, and other features that bring visual emphasis to the most important parts!
SEO Techniques (Search Engine Optimization)
SEO is the approach capable of helping to improve the positioning and visibility of your website in search engine results, such as Google, for example.
Learn about the main techniques applied in the context of SEO:
On Page SEO
On Page SEO brings together the optimizations of internal elements of your website’s pages, that is, those that are effectively under the control of your team.
In practice, it includes activities such as:
- Keyword optimization;
- Creating more attractive titles and meta descriptions;
- Proper formatting and depth of content;
- Improving website loading speed, etc.
Off Page SEO
Off Page SEO, in turn, focuses on activities outside your website, but which also affect the perception of your authority by search engines.
One of the most important techniques in Off Page SEO is link building, which involves building high-quality links that point to your website.
Link Building
Speaking of which, link building is so important that it deserves a special topic!
Among the hundreds of ranking factors considered by Google, link building is among the most important.
Ultimately, the more links from trusted and relevant sites that point to your content, the more authority your site will gain in the eyes of search engines.
Content Pruning
The technique called content pruning involves reviewing and updating existing content on your website.
It’s not enough to just create new content. To rank well in search engines, it is important to remove or update old , irrelevant or duplicate content!
Traffic Management Techniques
Traffic management techniques aim, as the name suggests, to generate qualified traffic for Digital Marketing channels. In practice, it is the materialization of that famous jargon: attracting and directing the right people, to the right channel, at the right time!
Check out some of these techniques that can boost the reach of your business:
PPC (Pay-Per-Click)
PPC is an online advertising technique where advertisers pay a certain amount when someone clicks on their ad.
Platforms such as Google Ads and Meta Ads, for example, allow your business to appear in privileged positions in search results or in the Instagram and Facebook feed, attracting those interested in the topics you cover.
Remarketing
Remarketing is a technique that involves showing ads to users who have previously visited your website.
And why is this interesting? Because it increases the chances of conversion, since it reaches an audience that has already shown interest in your content or your brand previously.
CRO (Conversion Rate Optimization)
As you can imagine, attracting traffic to your website or sales page is just part of the job.
Conversion rate optimization is a technique focused on improving the conversion efficiency of landing pages and content, with a focus on maximizing the return achieved from traffic .
This involves, for example, optimizing elements such as call-to-action (CTA), form fields, layout, and text to encourage visitors to make the desired decisions.
A/B Testing
A/B tests are experiments that help guide optimizations.
After all, how do you know the best position for a CTA? Or what is the best color for a landing page?
These and other questions can be answered through so-called A/B tests, which compare variations of a page or content to identify which version generates better results.
In practice, it happens like this: You should create two slightly different versions of a single element — for example, an ad headline — to test which one generates better returns in terms of clicks, conversions, or other objectives.
Engagement and relationship techniques
Engagement -oriented techniques are essential for building solid and lasting relationships with customers.
Below, I present some of the ones that I consider most important:
Marketing Automation
Marketing automation involves using tools to automate Marketing tasks.
Therefore, it can include a huge range of sector activities, such as sending personalized emails, audience segmentation, lead tracking, etc.
Lead Generation and Lead Nurturing
Lead generation is the process of attracting potential customers and, through quality content, landing pages and forms, getting them to provide your company with some means of contact.
Next, lead nurturing comes into play. It involves building relationships with these leads over time, mainly through content that remains relevant.
This increases trust in the brand and, consequently, the likelihood of conversion, making the lead feel ready to buy!
Gamification
Gamification is the technique that incorporates game elements into Marketing strategies to increase the involvement and engagement of current or potential customers. These components include providing rewards, creating competitions and challenges.
I know that many people have doubts about how to apply gamification in practice. If you identify with this, I recommend that you take a look at the Bourbon Shopping case study. Enjoy Minder was one of the partners that made possible the launch of a game that was very successful during Children’s Month!
Now it’s time to get your hands dirty!
By exploring the main Digital Marketing techniques organized by strategic areas, you can make much more informed decisions to optimize your online presence and really boost the growth of your business.
But I cannot help but reinforce that success does not lie in adopting these techniques, but in carefully selecting those that are most viable and integrating them with your business strategy.
If you want to have personalized guidance for this, made by Enjoy Minder experts, complete our free Digital Marketing diagnosis right now!
