The core aspects of Digital Marketing must be the starting point for planning any strategy. Without these core values, it will be hard to get satisfactory results, which can lead to stagnation or even a drop in indicators. So, we now bring to you 5 of the most important core aspects of digital marketing:
- Monitoring Results
You think that nothing will cause the results to plummet just because they have been stable for some time, and you would be wrong. Thinking like this is a mistake, it’s not because your strategies are stabilized that you can slack off and decrease the frequency of monitoring and analyzing your campaign metrics.
There are several factors that can impact the numbers, and frequently these factor aren’t even the fault of the Marketing team’s actions. We all know that Google’s algorithms are regularly changing, as well as those used by other social networks. These changes are usually sensitive and always impact the performance of digital campaigns directly. Of course, there may also be drop in engagement levels, which requires even further analysis.
The point is that monitoring can never be diminished or overlooked, regardless of what may or may not cause poor results. Monitoring your performance should be part of your routine and, with the number of specialized tools to support these tasks, it would be a serious mistake not to do so, but one that can easily be avoided
- Brand identity
From their very first day on the market, brands need to have their identities very well defined, because it is from “what they are” that it will be possible to attract traffic with potential for engagement. Otherwise, how else do you create a solid foundation and continue to generate conversion opportunities, in addition to getting more customers?
But just as important as creating that identity is maintaining it faithfully! As much as it seems like this is an easily avoidable mistake, there are many, and I mean many, big brands running away from their identities simply to suit agendas, strategies and themes that are on the rise.
Deviations from brand identity can alienate consumers, making them feel that there is no longer any reason to stay engaged. Of course, repositioning is possible, but this process is much more complex. Running away from identity can alienate the public and decrease the effectiveness of other marketing strategies, after all, how can they trust a business that doesn’t keep their word?
- On-Page SEO
The concept of SEO is one of the major aspects of Digital Marketing. The mantra in the field is “content optimization for search engines”, meaning adjustments that must be made to figure in the first Google results. Within this world, on-page SEO is a work that focuses on the pages themselves, trying to make them totally friendly and capable of generating a good impression to Google.
Honestly, On-Page SEO is meticulous work, and full of elements that make all the difference in the ranking of that page. In short, you cannot forget some basic SEO practices on the page, such as:
- Optimize titles making sure that they appear in a friendly way in the results (Title Tag);
- Use interesting, eye-catching titles that are related to the content;
- Develop keywords, applying it at strategic points on the pages, such as titles (H1) and headers/subtitles (H2, H3 and H4), in addition to generating a good recurrence, but in a natural way;
- Use Meta Descriptions;
- Use friendly URLs;
- Provide quality content and that respect the titles;
- Optimize page loading speed;
- Optimize responsiveness.
- Off-Page SEO
Just as it is important to take care of On-Page SEO on each page, it is also essential to develop the way that the algorithms and the web see their content. Thus, we can say that the On-Page SEO takes care of the inside of the pages, from the inside out, while Off-Page SEO takes care of the outside, from outside in.
In Off-Page SEO our job is to develop how the site is viewed from the outside, and the on-page work is the starting point for preparing this image we want to present. The continuity of the work is what will ensure that a website will be evaluated well and manages to gain authority in the segment, it is one of the points that can make all the difference in ranking.
Some of the fundamental practices in Off-Page SEO are:
- Popularity, which is measured by the number of backlinks a page has;
- Relevance, which is measured by the level of importance of the sites where the backlinks are;
- Backlinks on various external sites;
- Always respect the context of the site when generating content;
- Mentions of the brand on relevant websites;
- Good level of contents that generate shares;
- Guest posts;
- Backlinks only to relevant and reliable sites.
- Keep Your Persona Updated
When was the last time that you reviewed your persona?
Even they do not change so often, it is always possible to make this profile of the consumer of your brand even more faithful to your target public. This is essential to develop your strategy and generate better results.
Not everyone thinks about how the drop in results or stagnation may be the result of poor adaptation to the persona used by the company. So try to conduct new research and regular studies on the habits, preferences, practices and demographics of your audience and customers. Significant changes can happen, so it is important to be able to detect when the results have stagnated due to low adequacy and when they have fallen because the consumer has changed.
These fundamental aspects of Digital Marketing must be present in your digital marketing strategy, and always be the first points to be monitored and analyzed during the routine. If there is something wrong with any of them, it is unlikely that new strategies will work.
If you ensure even greater results in your strategy, contact our professional content management team.