Sales pipeline: how to structure it to guide the team?

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Digital Marketing Plan: Complete Guide to Achieving Great Results Want to know everything about the digital marketing plan?  So keep reading the article and find out: What is a digital marketing plan?  What steps can't be missed in your plan?  How to make your digital marketing plan?  What is a digital marketing plan?  The digital marketing plan is a document that brings together the objectives that a company hopes to achieve in the digital environment, as well as the strategies it will use to achieve this.  It describes: What the company hopes to achieve; The strategies that will be used to reach more customers; The digital channels that will support the execution of the strategy; The schedule of actions; The budget available for this; Who the target audience and personas are; Who will be responsible for each action, etc.  But it doesn’t just gather data from your business, but also from your competitors.  After all, analyzing competitors is extremely important to better understand your niche and what your audience expects.  Marketing Plan: The Background of Digital Marketing The marketing plan acts as a background to digital marketing as it directs the actions that will be taken in the digital environment.  But there is only one way to achieve great results with your digital marketing plan: by carrying out an in-depth study of your business and the market you intend to operate in.  How to make a digital marketing plan?  Well, the first thing you need to do in your digital marketing plan is to understand who your target audience or ideal customer is.  Define your audience It is from this definition that you will think of the best strategies to achieve your goals.  If you provide accounting services, for example, you can serve everything from micro-enterprises to large companies with several branches, but you can also serve MEIs.  In this sense, for each of these audiences, your communication will be different and so will your strategies.  Therefore, segmenting your target audience allows you to develop more assertive strategies for each of them.  This prevents you from offering a very simple solution to a company that needs a more robust package or a solution so complete that the micro-company would not be able to see it applied in practice.  To help you define your audience and your persona, here is some information you should gather: How old are you?  Your monthly income?  What position do you currently hold?  Where do you live?  What are your priorities?  And your plans for the future?  What's stopping you from carrying out these plans?  What is she interested in?  Brands you consume?  What social networks do you use?  What products and services does she want?  Make a diagnosis of your product or service Now that you know who your ideal customer is, that is, the one who will buy your product, it's time to understand more about what you are willing to sell.  At this point, it's worth doing a realistic analysis of your product's attributes, its benefits, how it works and, most importantly, whether it solves your audience's problem.  This analysis is essential to check whether your product or service will meet your customers' expectations or whether you need to add something else to make it stand out.  Set specific goals When you are making a digital marketing plan, you need to be specific about numbers and deadlines.  Instead of “increase conversion rates” prefer: “increase organic traffic by 30% in 6 months”.  In addition to showing an achievable goal, it is possible to begin to outline which specific actions will be taken to achieve this objective.  Think about what strategies you will use to increase organic traffic?  SEO strategies, email marketing, content marketing?  If you don't know how to answer, review your goal.  It must be clear and measurable.  Know your competitors Analyzing the competition is another step that cannot be left out of your digital marketing plan.  After all, now, it’s not just your neighborhood competitors that you need to worry about, but everyone who’s competing for the same buyer.  In addition to checking what your competition is doing to gain the audience's attention, you can compare the attributes of the product or service provided by competitors and use this to enhance your differences.  When analyzing your competition, research: What types of audience are they trying to attract?  What channels are they using?  Where do they have the most results?  Where do they have less?  Do they invest in paid traffic?  Do you have good results in organic traffic?  What are your differences?  How do you communicate with your audience?  Perform a SWOT Analysis Now that you know more about your competitors, it’s time to use this information to analyze your business.  This is what SWOT analysis is for, identifying what is working well, what needs to be improved, the market opportunities you can take advantage of and the threats you should be prepared to face.  See below how to do a SWOT analysis for your digital marketing plan: Strengths What are the advantages of your product compared to your competitors?  What are your differences?  What features does your product or service have that others don't?  Weaknesses What elements of your product or service don't work very well?  In your opinion, why don't customers buy from you?  What attributes of your product leave something to be desired and open up space for the competition?  Opportunities What could be an opportunity in your niche?  What market trends can you take advantage of?  Does your location benefit you in any way?  Is there an underexplored market niche?  Threats Are there any obstacles preventing your business from growing?  Is your company experiencing financial problems or depending on external investment?  Can the emergence of a new technology harm your business?  Be sure to include this study in your digital marketing plan and use it to: Focus on your strengths; Try to mitigate your weaknesses; Take advantage of opportunities and anticipate threats.  Choose your channels Are you aiming to increase website traffic by 30%?  A good alternative is to invest in SEO and content marketing.  Although they take longer to produce results, they have a lower acquisition cost and consequently offer a higher return on investment.  And most importantly, after achieving a good reputation with your content, you start to rank organically on search engine pages and this result usually lasts in the long term as well.  But before you go out and plan an SEO strategy, think, where is your audience?  Are your audience executives who spend a lot of time on Linkedin or young people who love watching TikTok videos?  For each channel, you will need to create a different strategy, deeply understanding what makes your audience tick on each of these channels.  Plan your strategy The time has come to define the actions that will be carried out on each channel that you have identified as strategic for your audience.  If you are going to use an SEO strategy, for example, you need to start with the keywords most searched for by your audience and start producing content that is of interest to your persona.  If your goal is to generate leads, you can invest in the inbound marketing strategy, building email automation flows to nurture a relationship with your audience.  A digital marketing agency, for example, invests in the following strategies so that its clients have great results: Blog content; Paid traffic campaigns on social media and Google; Creation of rich materials; Landing pages; Email marketing automation flows and more.  Read more about: Marketing 5.0 Set your budget Setting a budget is another essential step in your digital marketing plan.  This will show you how much you will invest in each digital marketing action.  Yes, you need to invest money if you want to have great results on the internet.  So that your business is seen by more people willing to buy your product or service.  What will define the budget is: How much money you have for this; The goals you previously defined; Whether you want to be more daring and try to attract a larger audience; Or whether you want to grow in an orderly manner, first impacting the audience closest to you.  Implement a schedule No strategy will be as effective if you don’t have a schedule in your digital marketing plan.  The schedule serves both to visualize the marketing strategies you are applying to each audience, and to bring more responsibility when following the plan.  The secret here is to work with leeway, that is, having a minimum 3-month plan prevents you from rushing or doing things any which way just to meet the deadline.  Remember, each action in your marketing plan can unfold into countless activities.  For example, blog content requires you to do keyword research, create an editorial calendar, write the content, design images, graphics or tables, and upload that content to a CMS.  Ultimately, there are a series of steps to take until the content appears in the top positions of search engines.  Therefore, organization and planning cannot be missing from your digital marketing plan.  Track your results The last step in your plan is to check whether your strategies are delivering results.  But how to measure results in digital marketing?  Through metrics and indicators, such as: Website visits; Number of leads generated; Email opening rate; Cost per Lead (CPL); Lead Conversion Rate; Customer Lifetime Value (CLV); Cost Per Customer Acquisition; ROI; ROAS.  As you have seen, with a well-constructed plan and realistic goals it is possible to achieve great results.  And now that you know how to create a digital marketing plan, what are you waiting for to start yours?  If you need help putting together your digital marketing plan, count on those with expertise in the business: GS2 Marketing Digital We are a digital marketing agency, specialized in inbound marketing, focused on results.  With creative and unusual actions, we use the best digital marketing tools to produce a feasible difference for our clients with greater performance, promoting monitoring and differentiated results.  This seriousness and intelligence in digital marketing provides recognition from many of our clients, for whom we have become a functioning lead generation machine.  Our success strategy is based on designing your persona's purchasing journey.  We gather data and analyze our successful clients from different segments to come up with a methodology that will increase your sales.  Our agency has the most strategic areas of digital marketing to make your business grow and help you sell more!  We are experts in business marketing and we will help you build your digital marketing plan to achieve great results.
04/10/2022

Digital marketing plan: complete guide to achieving great results

Want to know everything about the digital marketing plan? Then keep reading…
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Competitor analysis in marketing: actions and tips to stay ahead How to use competitor analysis to always stay ahead in the market?  If you've never thought about taking a peek at your competitor's strategies, see why this can be synonymous with competitive advantage.  What is competitor analysis?  Competitor analysis is a type of market research, which is based on investigating the strategies that companies in the same niche as yours are using.  Marketing competitor analysis: why do it?  Analyzing a company's competitors is not only interesting to evaluate the actions that are appealing to customers, but also to look at the business itself and identify its weaknesses and strengths.  Furthermore, it allows you to have an overview of what is happening in your segment, showing: Consumer preferences; How your company is positioned in the market; What type of solution is most valued in your niche?  What is successful and those marketing strategies that should not be replicated.  Now that you know the importance of analyzing the company's competition, see how to do a competitor analysis.  Competitor analysis: how to do it?  Now, see some tips for analyzing your competitors and staying ahead: Identify your competitors If you have a physical store, start by looking around, search on Google Maps for stores that sell the same thing as you and list them.  If it's an online store, you may have more work to do.  However, when you type the name of your product into the Google search bar, you will already have an idea of ​​how high the competition is or not.  It is worth remembering that your competitors may be direct, that is, companies that sell the same products to a target audience similar to yours, or indirect, those that sell different products, but that can replace yours, if they find a better price out there.  Search for relevant information Now that you have identified who your direct and indirect competitors are, who are in the physical and digital environment, it is time to investigate their actions: You can research: What pricing policy does the competitor practice?  Do they have a content production strategy?  How is the engagement of these competitors on social media?  On which channels do you offer your products?  What is the reputation of competitors on complaints sites?  Cross-reference the data Now it's time to gather all the information you've collected and apply it to a management tool, the SWOT analysis.  This matrix allows you to list your strengths and weaknesses and the market opportunities and threats to carefully assess where you need to improve and what you can use as a competitive advantage.  Read more about: Digital marketing companies Marketing 5.0 Tools for competitor analysis If you want to do a more in-depth analysis of your competitors, check out tools that will help you monitor your competition in the digital environment: SemRush To analyze competitor websites, SemRush is a fantastic tool that shows advanced data about: On-page SEO strategies; Content positioning on Google; Website or page health on the internet; Active ads on Google and more.  With this, you can analyze your competitors and find out what type of content they are producing, what their advertising strategies are and whether they are being effective.  The tool provides up to ten free consultations per day.  Ubersuggest is a free tool that is perfect for anyone who wants to research keywords and find out which ones people are searching for the most.  Additionally, it shows valuable data about your competitors, such as the number of keywords they manage to rank for organically and their monthly traffic.  SimilarWeb This is another tool that will show you the traffic of your website and also your competitor.  Simply type your website address into the search bar to find out your monthly traffic, which pages attract the most visitors, and what content attracts those visitors.  Google Keyword Planner The tool allows you to find the keywords your competitors are using by typing their website address into the URL bar.  This way, it is possible to check whether they are using any content strategy and whether these words actually have a high search volume.  Facebook Library Facebook Library is a free tool that shows you all active ads linked on Instagram and Facebook.  Here, you can evaluate the copies and creatives used in the ads and measure whether they are converting into sales.  Buzzsumo If you want to evaluate your competitors' performance on social media, this platform is perfect.  Here, you can evaluate how publications were accepted by the public and which ones generated the most shares.  Want another tip to always be ahead of your competitors?  Invest in marketing that delivers results.  Tired of wasting money and time on strategies that don't sell?  Meet GS2 Marketing We are a digital marketing agency, specialized in inbound marketing, focused on results.  With creative and unusual actions, we use the best digital marketing tools to produce a feasible difference for our clients with greater performance, promoting monitoring and differentiated results.  This seriousness and intelligence in digital marketing provides recognition from many of our clients, for whom we have become a functioning lead generation machine.  Our success strategy is based on designing your persona's purchasing journey.  We gather data and analyze our successful clients from different segments to come up with a methodology that will increase your sales.  Our agency has the most strategic areas of digital marketing to make your business grow and help you sell more!  Additionally, we offer digital marketing consultancy to help you improve your company's digital marketing results.  Want to know more about how GS2 Marketing can help you stay ahead of your business trends?  Talk to us!
28/09/2022

Competitor analysis in marketing: actions and tips to stay ahead

How to use competitor analysis to stay ahead in the market?…
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Marketing 5.0: You may be falling behind Artificial intelligence, big data, user experience, algorithms.  We've never been so tech.  And marketing 5.0 is there to prove it.  After the fourth era of marketing, which, according to Kotler, is the union of traditional marketing with digital marketing, now is the time for marketing 5.0 to take over the minds of marketing professionals.  Do you want to know what this new concept created by the father of marketing is?  So, stay with us and see how to take advantage of this new wave that combines technology and the human factor as a way to delight the customer.  What is marketing 5.0?  In his latest book “Marketing 5.0”, Philip Kotler defines the concept as the application of technologies that mimic human behavior to create, communicate, deliver and increase value throughout the customer journey.  In practice, Kotler says that technological resources, such as big data and artificial intelligence, are a new weapon to generate more connection between companies and their target audiences.  However, he is categorical in stating that, even using all the technology available to generate data, the human role is what will set the tone, defining strategies and gathering insights to carry out effective digital marketing.  According to Kotler, in an excerpt from the book “Marketing 5.0”: “It is time for companies to fully unleash the power of advanced technologies in their marketing strategies, tactics and operations.  Technology must be leveraged for the good of humanity.” Evolution from marketing 1.0 to 5.0 Marketing 1.0: sell, sell, sell This concept emerged shortly after the Industrial Revolution, and the focus was on products.  The production model at the time was Fordism, which prioritized mass production over product variety.  Marketing 2.0: right to choose This second wave of marketing was marked by consumers' access to information and the possibility of choice.  As a result, companies began to pay more attention to customer needs before producing their products.  The focus of marketing 2.0 is the customer and no longer the product.  Marketing 3.0: social responsibility In the internet age, marketing takes on a social role and companies need to prove that they are in the market to bring about a positive transformation in society.  In other words, it is not enough to simply produce products that consumers need or want, you need to take a position.  In this era, the idea is to sell well-being and happiness to consumers through their products and services.  Marketing 4.0: the era of digital marketing Here, marketing has to deal with the generation of digital natives, those born after 1997 who have a very strong relationship with the internet.  In this wave, companies realized that if they do not have a digital presence, their business may be doomed to failure.  And for this very reason, they not only invest in digital but also use data obtained from interactions on the internet to connect and build relationships with their target audiences.  Marketing 5.0: humanization The era of marketing 5.0 focuses on the technology x human experience.  In which new digital marketing tools are gradually integrated into the day-to-day operations of companies to improve the customer experience.  For Kotler: “In Marketing 5.0 we want to recognize the new digital tools that marketers will increasingly use.  Artificial intelligence (AI) and algorithms, marketing automation, robotics, sensors and the internet of things, virtual and augmented reality, natural language processing (Siri, Alexa), chat boxes, neuromarketing and brain science.” (Kotler, 2020) The three elements of marketing 5.0 In an interview with the Marketing Journal, in February 2021, the authors of the book “Marketing 5.0” say that the concept revolves around three interrelated applications: predictive marketing, contextual marketing and augmented marketing.  These three applications revolve around 2 basic disciplines: data-driven marketing and agile marketing: Data-driven marketing is about collecting and analyzing data from multiple sources to guide and optimize marketing decisions.  Agile marketing is using decentralized, multidisciplinary teams to quickly create and validate products and marketing campaigns.  For Hermawan Kartajaya, one of the authors of the book “Marketing 5.0”, to deal with the constantly changing market, agility becomes an indispensable requirement for companies.  Predictive Marketing This concept uses predictive analytics with machine learning to predict the results of marketing activities before they are launched.  This allows companies to visualize how the market will respond and proactively influence it.  Contextual marketing Contextual marketing will identify and create profiles, as well as provide customers with personalized interactions, using sensors and digital interfaces in the physical space.  It is the structure that allows professionals to carry out individualized marketing in real time, depending on the client's context.  In contextual marketing, some factors are considered, such as: information about mood, time of day, specific moments that help identify the best time to impact the public with an action.  Augmented marketing is using technology to improve the productivity of professionals who deal with customers.  This can be done through technologies that mimic humans, such as chatbots and virtual assistants.  The latter ensures that marketers combine the speed and convenience of the digital interface with human-centric marketing.  How can technology boost digital marketing?  It allows us to make better decisions For Hermawan Kartajaya, thanks to big data we can collect, organize and interpret data at incredible speed.  This happens in every interaction the customer has with your company: accessing the website, filling out a form or exchanging emails, everything is recorded.  From there, marketers can profile customers at a very detailed level, ensuring better insights.  Allows you to predict the results of marketing strategies With analyses based on artificial intelligence, it is possible to predict the result before launching new products or launching new campaigns.  This model looks for past patterns, understands what works, and based on the learnings, recommends the optimized design for future campaigns.  Enables personalized experiences Tracking internet users enables digital marketers to deliver personalized experiences to customers.  Both landing pages and ads can be created based on customer pain points and desires and generate more identification with the brand.  Additionally, marketers can identify who is accessing their page, for example, and offer ads that meet the needs of this audience.  Increases the productivity of marketing professionals By transferring lower-value operational tasks to a system that uses artificial intelligence, for example, the professional can focus on more strategic tasks or direct customer service.  For simpler conversations, chatbots can help handle a channel that has high traffic of requests and interactions.  Marketing 5.0 Objectives Among the objectives of marketing 5.0, we can mention these: Anticipating situations through consumer behavior; Extracting insights through the analysis of collected data; Planning strategies based on behavior patterns; Experimenting with solutions that have not yet been considered; Creating and maintaining stronger connections. There are many benefits, right?  Marketing 5.0: how not to get left behind?  How can we keep up with so many changes if we don't have the knowledge and experience to implement new technologies in our company?  If you don't know how to surf this technological wave that marketing 5.0 offers us, but want to take advantage of all its benefits, count on GS2 Marketing Digital.  We are a digital marketing consultancy that is already experiencing this revolution and reaping excellent results with marketing 5.0.  GS2: strategic digital marketing for your company to sell more Our successful strategy is based on the design of your persona's purchasing journey.  We gather data and analyze our successful clients from different segments to come up with a methodology that will increase your sales.  It's big data in practice!  Our agency has the most strategic areas of digital marketing to make your business grow!  Meet some of our clients here.  GS2 in numbers We are experts in digital marketing consultancy for companies.  There are more than 894 email campaigns sent, 136.324 lead conversions performed and 917 automations activated in 2021 alone.  Do you want to implement marketing 5.0 in your company?  Count on GS2 Digital Marketing.
01/06/2022

Marketing 5.0: You May Be Falling Behind

Artificial intelligence, big data, user experience, algorithms. We've never been so tech. And…
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The beginning of the year is a very appropriate time to review the results achieved in the previous period, especially for those who want to adopt an efficient marketing plan.  So, keep an eye on the tips below if you want better results for 2022.  Why is marketing planning important?  The uncertainties that plagued the economy from March 2020 onwards made many companies think about the importance of digital marketing to enable business survival, as doors were closed in many sectors.  Therefore, the online environment has been recognized as the gateway to survival for many companies.  In 2021, digital marketing experienced accelerated growth due to this scenario, however, the pandemic is not over and some sectors still need digital to adapt their business models.  Therefore, now is the time to make an accurate strategic marketing plan and anticipate the most varied possibilities that may arise ahead.  Here are some tips that can help you understand how to generate leads, close more sales and stand out next year.  How to do strategic marketing planning?  It is very important to think about the goals that must be achieved during the year and draw up an action plan to achieve this objective.  That’s why marketing and sales planning is so important right now.  To do so, it is necessary to gather all the necessary information, relevant data that can help to carry out an analysis and outline a marketing strategy that will provide the basis for showing the point you want to reach.  Here are some tips on how to do strategic marketing planning: 1 - Set goals for the company's growth All planning needs a big objective, which will be supported by small objectives, divided by time and relevance.  So, it is necessary to think in the short, medium and long term.  For these deadlines, it is necessary to think about actions that will take your company closer and closer to the final stretch to reach the big goal.  If your goal is to grow, have more customers, sell more or make more profit, you will have to think about the steps that will support these results.  But remember, these goals need to be achievable.  Furthermore, it is important to understand whether the 4Ps of marketing (place, product, price and promotion) are being well served within your strategy.  An important resource for companies that want to grow is to expand the reach of their business.  An important tool for this is Linkedin Companies, which has countless benefits for businesses that want to scale.  Another important tip in this scenario is to invest in spreadsheets or other organizational resources, where you can gather information, numbers and objectives, which should be updated with each small goal achieved.  2 - Meet with the team and understand strengths and weaknesses This meeting with the team will serve to take stock of the results of the previous period, with a broad analysis of what went well and what can be improved.  Investing in the use of the SWOT Matrix tool (strengths, opportunities, weaknesses and threats), also known as SWOT Analysis, is quite simple and can provide insight into the viability of projects and expectations for the year.  3 - Data helps to increase customer perception Using data will be essential for you to draw up an efficient marketing plan.  One of the most useful tools in this process is Google Analytics, which will help you get to know your ideal customer better.  With this heightened perception, it is possible to outline approaches that are more aligned with what your client expects, for example, understanding how to plan content marketing.  4 - Review prices, if necessary This is one of the 4Ps of marketing.  Considering this item in your marketing planning is essential to ensure financial sustainability for your business.  Therefore, it is necessary to understand whether the prices charged are contributing to the health of the company, it is necessary to have a good cost-benefit, which makes all the effort and personnel involved worthwhile.  5 - Diversify your content marketing strategy Content aligned with your persona is essential to deliver satisfactory results, and it is also very necessary to know the channel where they can be found.  These could be social media posts, blog posts that help educate your audience, vlogs, or paid ads.  In addition to these, well-targeted marketing emails sent at a specific frequency will reinforce the strategy.  Read more about: Inbound Marketing 6 - Never forget about SEO SEO (Search Engine Optimization) is a powerful tool for brands that want visibility on Google.  Therefore, adopting SEO strategies, with resources such as keywords, satisfactory page loading time or good visual resources, among countless other requirements evaluated by Google's algorithm, cannot be abandoned when planning marketing actions for companies that want to have the best positions on search pages.  7 - Prioritize personalization Consumers have already shown that they are much more likely to make a purchase when a brand sends personalized materials and promotions, so this could be the secret to success for many companies next year.  A personalized experience creates a feeling in the consumer that it has been tailor-made for them, and thus conversion rates increase.  8 - Adopt social proof Social proof has increasingly proven to be effective in attracting customers because it generates trust.  Therefore, adopting these features on the company website can be very effective for results.  Whether it’s comments, customer reviews or videos, the important thing is to encourage customers to make positive purchasing decisions within seconds because they perceive trust in your brand.  Conclusion By adopting these tips for your strategic marketing planning and management for next year, you will certainly have good results.
21/12/2021

Digital Marketing Planning: 8 Tips for 2022

The beginning of the year is a very appropriate time to review the results achieved…
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