Digital Marketing has stopped being a gamble for some time now: many companies have already realized that it is through digital strategies that they will be able to achieve their goals and achieve better results.
But, despite this statement being obvious and the Internet having arrived in Brazil in 1988, there are brands that have still not managed to achieve good results with Digital Marketing.
As the obvious often needs to be understood and studied, I will begin this article by recalling history, presenting some numbers and facts and then revealing a series of tips that will make your strategy more assertive and you will be able to achieve your goals.
So let’s go ahead!
The opportunities that the Internet represents
Digital Marketing has brought something interesting: close monitoring of changes in the average consumer. This has had a direct impact on the way people shop.
Shopping malls as we know them, for example, seem to be on their last legs. And this has already been said — as in the survey conducted by Credit Suisse, which condemned the closure of around 25% of shopping malls in the US.
But you only need to look at consumer habits to understand the reason for all the fuss: a large part of global retail has migrated (and is still migrating) to e-commerce.
In Brazil alone, e-commerce grew more than 180% between 2017 and 2022.
Data that can be supported by the report released by the United Nations Conference on Trade and Development (UNCTAD): in 2018, Brazil was already the 4th country in number of Internet users, with 120 million people connected. Of these, 89% made at least one online purchase that year!
Since then, we have seen progress, mainly due to social distancing during the COVID-19 pandemic.
In the country, the tragedy took shape at the beginning of 2020 and, in just a few months, we have evolved beyond what would be expected in many years in terms of the adoption of technology for shopping, entertainment, teleworking and communication.
I know that none of this is new to you. But, as I said: the obvious needs to be studied so that we can understand people’s behavior and, with that, create better Digital Marketing and sales planning.
And those who were already well positioned online during this period grew with the increase in demand for e-commerce. On the other hand, many of the other companies went through difficult times.
So there is no doubt: Digital Marketing strategies help any company to be successful. And that is exactly what Orgânica focuses on in its actions!
But do you know how to put them into practice to achieve your goals?
Why don’t we achieve results with Digital Marketing?
You may even learn about Digital Marketing concepts, such as:
- Social media;
- Google Ads;
- Inbound Marketing;
- Lead Generation;
- Email Marketing;
- Content Marketing.
But putting them into practice is completely different. Knowing how to implement these tools and strategies, and the role of each of them in your company’s Marketing planning, is essential for achieving results in practice.
Now, reflect with me: this knowledge is not a closely guarded secret!
If you search on Google, you will find several results that teach you how to master them — in other words: most of your competitors know them too.
Therefore, your challenge is to stand out among the many companies that reach the same audience as you! Regardless of whether they are your competitors or not, they are interested in the purchasing power of your target audience.
And how do you gain permission to speak directly to this audience and achieve your goal, which is to gain their attention? How do you stand out?
There is no point in applying strategies without understanding them, just as there is no point in hiring a Digital Marketing agency without knowing why you need it.
At least, not to execute a project without defining strategies.
For example: what’s the point of a Content Marketing project if you don’t know who your ideal customer profile is? The content will look great in your eyes, but it won’t attract those who will buy from you. It’s that simple.
In fact, there is no point in generating leads that do not have the profile of these potential customers!
Your strategy is closely linked to your outcome and not defining it increases the likelihood of generating problems.
Therefore, understand which actions work for your company and which don’t. Each business has its own characteristics, there is no universal formula for success!
Challenges and realism in adjusting sales targets
As I have said so far, strategic and realistic planning is necessary to ensure that goals are met in a consistent and sustainable manner.
Thus, both short-term and long-term planning should be designed to achieve goals: they allow teams to adjust their approaches as the company demands and changes.
One practice I recommend for this is a continuous feedback loop. With this strategy, your team can analyze progress towards goals achieved and make necessary adjustments to their planning.
This includes operational improvements and course corrections. It is important that the goals achieved are not the result of practices that harm the long term!
Is anything worth it to achieve goals?
When faced with pressure to achieve goals, it is common for leaders and teams to look for shortcuts. However, some of these approaches can have negative consequences over time!
An example: practices such as data manipulation or excessive pressure on employees can generate immediate results, but compromising the integrity of the company and the health of the work environment… is it worth it?
Now, when a target is achieved ethically, trust in the team is maintained and the relationship with customers is not compromised.
Not to mention that motivated professionals are up to 50% more productive, did you know?
Therefore, balance ambition with ethics. This will ensure that the goal successfully achieved is a legitimate and sustainable achievement.
A Digital Marketing strategy to call your own (and that generates results)!
Below, you’ll find the basics for achieving great results in your actions. Here are 8 tips for getting real results, without magic!
Tip 1: Know your ICP
The first step to a successful digital marketing strategy is to be clear about your Ideal Customer Profile (ICP).
Knowing your target audience in depth allows you to better target your communication efforts, attract qualified leads and increase your chances of hitting your goals.
Without this definition, your strategy may be scattered, less impactful and may waste time and resources.
So, I ask you:
- What is your ideal customer profile?
- What is your purchasing journey like?
- Where is he?
- Why does he need you?
- What is your unique value proposition for him?
- How many customers like this do you want?
- What should be the goals of the Marketing and Sales teams?
- How much can you afford to spend to acquire a customer?
Etc., etc., etc.
Tip 2: Define your Marketing and Sales strategy
Start with the basics: defining your Marketing and sales strategy, which is not fundamentally related to digital.
Remember that the Internet is another channel of contact with your consumer and that, on it, we will follow the same principles that will work on other communication channels.
Tip 3: Keep strategies constantly changing
The first step will be to agree on one or more objectives for the development of Marketing actions.
For each objective, identify — based on your needs and market rates — when it will be a target achieved for each product, service or category, which will consist of CPC, CPM, CPL or CPA.
By looking at your ideal goals and your campaign delivery history, set transition goals towards your ideal and deliver campaigns based on your target audience concept.
Based on your success and failure history, identify your ideal customer profile. Then, in a third stage, detail your ideal customer profile into one or more personas to enrich your purchasing journey.
Regardless of the level of maturity already reached in directing actions, when constructing them, be sure to consider keywords that impact the prospect’s purchasing journey.
The maturity of the strategy will always be assessed considering the efficiency of the campaigns and the success in achieving the goals.
Tip 4: Detail your planning
One of the best ways to organize your actions is with the help of SMART goals. This model helps ensure that they are clear, achievable and measurable, which contributes to achieving goals.
Here’s how each element of the SMART methodology applies:
Specific
The goal must be clear and precise, leaving no doubt about what needs to be achieved. For example: in an e-commerce company, the goal could be:
Increase sales of products in category X by 15% in the next three months.
Measurable
The goal should be quantifiable and allow you to track progress. In a marketing agency, a measurable goal might be:
Increase organic website traffic by 20% in the next six months.
Something that makes it easier to analyze results and make adjustments!
Assignable
Think of something that can be delegated to a person or team so that there is accountability. In a startup, an achievable goal might be:
Develop and launch a new feature in the app within 60 days.
With this, you assign a team of developers to the task!
Realistic
Challenging but achievable goals — and always keeping an eye on available resources. A company can set realistic goals:
Reduce churn rate by 10% in 90 days.
Based on data and practical strategies.
Time-Based (limited in time)
Each goal to be achieved needs to have a deadline. An example in a physical store would be:
Implement a loyalty program by the end of the quarter.
So that the schedule is respected.
Tip 5: Implement and better understand the process internally
True execution requires focus, discipline, and resilience. To ensure your team hits its targets, understand the process internally and identify potential skill gaps —as these can impact your ability to hit your goals.
Here, I think it is important to invest in the continuous development of the team and promote training, workshops or qualifications that align the necessary skills with the established goals.
And to keep everyone focused on the Marketing plan and goals, here are some tips:
- Make sure everyone understands their responsibilities and how their roles contribute to the overall success of the company;
- Provide ongoing assessments of progress and, whenever possible, recognize good performance. This creates a cycle of improvement and engagement;
- Set short-term milestones to assess whether your plan is moving forward as expected. This practice helps you adjust course if necessary and reinforces your focus on achieving your goals.
Tip 6. Ideal tools for achieving goals
Goal management software, such as those that use Objectives and Key Results (OKRs) and Key Performance Indicators (KPIs), can track progress. This is especially true because these platforms allow you to set clear goals, track team performance in real time, and make adjustments as needed.
But what are these tools? I’ll share some alternatives:
- OKR software: tools like Weekdone and Perdoo help define and align objectives with the key results of each sector of the company;
- KPI platforms: Programs like Klipfolio and Databox allow you to create custom dashboards that display your key performance indicators.
Additionally, platforms like Google Analytics and Power BI help identify trends, predict bottlenecks, and optimize team efforts. With accurate data, it is possible to make assertive adjustments and ensure that the goal is successfully achieved.
Tip 7: Delegate activities and gain scale in results
Achieving great results is rarely an individual effort. To reach goals and scale results, delegating tasks is a non-negotiable point!
As you understand the details of your strategy, handing off tasks to others helps increase efficiency and also allows your team to focus on their core competencies.
An important method to facilitate this delegation is the use of OKRs. With them, you define measurable objectives and each team or specialist knows exactly what their responsibility is.
This makes the delegation process more transparent and ensures everyone is aligned with the overall company goals!
For example: when it comes to Digital Marketing, having a specialized agency can speed up the execution of your strategies and multiply the results.
Delegating activities such as content creation, campaign management or data analysis to a qualified Digital Marketing team ensures that efforts are always in experienced hands.
Tip 8: Do everything with the support of an expert
This process can be quick or slow, cheap or expensive, simple or stressful. It all depends on your ability to get it right as soon as possible.
It is risky to go through this process without causing serious problems for your company, whether in revenue generation or profitability.
A Digital Marketing consultancy will help you with this, saving you time and giving your company a competitive advantage over others. In this consultancy, a specialist in the field guides your company through concepts, strategies and their own experiences to create guidelines and ensure better results.
Now you have 3 options
- Taking everything you just learned and doing absolutely nothing about it;
- Take everything you just learned and try it on your own, and make a lot of mistakes until you find the solution;
- The smartest option, the choice for those who don’t have time to waste…
Are you interested? Then keep reading and learn everything you need to know about Digital Marketing Consulting!
How a Digital Marketing consultancy works
Digital Marketing Consulting is not that different from other consultancies. It consists of diagnostics and advice from someone with more experience in the subject, with the aim of achieving better results.
Basically, the consultant defines with you what the role of Digital Marketing is within your company, developing strategies focused on the business objectives, goals and deadlines.
After these steps, the consultant will help you carry out the actions, analyze the results and make the necessary adjustments to increasingly improve the results.
Why hire a Digital Marketing Consultancy?
It is very common to find companies that use Digital Marketing strategies on their own, without the help of a professional in the field or an agency. The initiative is good, but the results are usually not!
Without the support of a Digital Marketing specialist, strategies will not yield good results and will only waste time and money. And that’s where Digital Marketing Consulting comes in!
The consultant helps the company to better understand Digital Marketing strategies and how to apply them. This way, the results improve and the return on investment made will be worth it!
When to hire a Digital Marketing Consultancy
There is no arguing with facts. Your customers are migrating to start their shopping online!
- Will you let your competitor dominate this channel?
- How will you make up for lost time?
- How will you recover your market?
- How long can you keep losing this money?
- How much does it cost you if your business stops selling?
Imagine the following situation: you want to hire a Digital Marketing agency, but you have no idea how to choose the right agency or how to supervise the work done by it.
The best decision you can make at this point is to seek to understand how Digital Marketing can help your company. This way, you will know which agency has the profile that your business needs and you will know how to monitor the work.
And that’s what Digital Marketing consultancy does: it enables you to plan, execute and supervise digital strategies and actions, but you don’t need to limit yourself to using the knowledge just to choose an agency, you can also apply your own actions!
Now, achieving relevant results on your own and without the help of an expert can be expensive and time-consuming, not to mention that any mistake due to lack of experience can put the strategy at risk. Are you willing to take this risk?
The investment made in a Digital Marketing Consultancy is precisely to ensure that your results are fast and effective. All this with the certainty of a greater financial return. In the end, the consultancy is more worthwhile.
Did you see how Digital Marketing Consulting can help you and your company? If you want to know more, keep reading and find out how we can help!
Free Digital Marketing Consulting with Orgânica
See now how Orgânica helps its clients achieve the best results!
You already know who you are. But do you know who you could be?
We can help you go further, exceed expectations and hit your goals. To prove it, take a look at some of the results we have already delivered for some clients:
- M.Pollo, a men’s fashion company with over 25 years of tradition, had a 19% increase in revenue and closed 45% more deals in its first year with us ;
- Famiglia Valduga, the group that is responsible for brands such as Casa Valduga and Cervejaria Leopoldina, increased its sales by 1783%;
- GenioDesk, which, in just 6 months after starting the project, had its main keywords taken to the first position in Google search results ;
- Lighting company Accord doubled traffic to its blog in just 3 months.
We deliver real results for our clients!
Digital Marketing Consulting is a service for companies that don’t believe in magic
Profiting from online campaigns is the result of a continuous process of experimentation and validation of hypotheses. There is no magic formula, but a tested and adaptable method.
At Orgânica, we use the exclusive Content+Performance method, which combines the creation of relevant content with digital performance strategies, always focused on measurable results.
This method is built to be adaptable to your business needs. This means that even if we have success with other clients or even your competitors, you will need to validate what works for your business.
Furthermore, what works today may not be effective next week. Therefore, our focus is always on constant adaptation and optimization.
Content +Performance respects the dynamics of your market and is constantly evolving. Changes in Google algorithms, competitor movements or new demands from your audience.
All of this is considered so that your company can consistently hit targets!
If your company is not yet investing in solid digital strategies, it may be falling behind! That’s why our consultancy is designed to help your company achieve goals and maximize results, with a method that combines the power of content with results-oriented performance.
Want to see your goal achieved? Double your goal with Orgânica!
With a solid Digital Marketing strategy, efficient management tools and a specialized team by your side, achieving your goals will be just the beginning.
With us, you will have the support you need to successfully achieve your goals, but also to exceed them and grow even further.
Want to see your results multiply? Contact our experts and find out how Orgânica can help your company continue to grow, attracting and retaining your best customers!
