Digital Marketing has long been providing guidelines on how to sell now in an online world . From the largest to the smallest companies, they have understood what this very necessary trend is about and have allocated a large part of their budget to include digital techniques that help them get closer to their target audience.
On this occasion, 5 success stories of small companies and startups that have understood the exact formula on how to do Digital Marketing without experiencing failure will be presented .
In Digital Marketing there are many elements that help a company gain visibility and reputation in the market. In these cases, which we will explain below, there are 3 elements responsible for the success of these companies: Content Marketing, Automation Marketing, Big Data and Websites. Landings, or as Inbound Marketing has named it, Landing Pages.
In relation to the first 3 elements mentioned above, Smart Insights has given the results of its study where it is stated that both Content Marketing, Automation Marketing and Big Data register an increase of 22%, 13% and 17% respectively.
Online businesses that have been promoted using Digital Marketing
1. Mr. Wonderful
A Spanish Startup already recognized in much of our continent and an ideal example to explain how Digital Marketing techniques do work and why they should be used.
A venture that began by selling their own wedding card designs, due to their talent, quality of designs and, of course, with the help of Marketing, they have managed to position themselves very well in their country.
But who is really responsible for its success? Without a doubt, the strategies they applied to gain visibility on the Internet .
There are 3 fundamental pillars on which they based their Marketing plan , these were:
- An easy-to-navigate website
One of the most important aspects to shape a Digital Marketing strategy is a website, this plays an important role when it comes to selling products , since, according to the site design, it can attract a considerable amount of prospects.
As well as collaborating in building the image and reputation of the company. Do you know a company with an online presence without a website?
In the case of Mr Wonderful , they decided to go for a 100% intuitive and easy to navigate design, even though it is an online store.
- Content with corporate identity
In Digital Marketing, content is “the star of the night” and its main intention is to offer something more than the promotion of products and services. Mr Wonderful understood this and knew how to create content related to his company but at the same time creative and original to attract the attention of his audience.
- Use of Social Networks
Another fundamental pillar to develop effective Digital Marketing strategies. Consumers or prospects are there 24 hours a day, they love to interact with the rest of humanity. But above all they use them for entertainment.
Content adapted to the personality of the target audience is an agent that entertains, since it is a very effective tool to approach them in a natural way . Mr Wonderful understood it and applied it. His presence on Social Networks sets the tone while generating differentiation among his audience.
2. Real Estate Quality
A company born on our continent with a presence in Guatemala and El Salvador that dedicates its commercial activities to offering solutions in the field of construction by conceptualizing quality residential projects.
Despite being a small company, its efforts to generate sales opportunities took refuge in the arms of Digital Marketing . His strategy may not have been the best; They relied on sending newsletters, presence on Social Networks, blog, content marketing , etc.
But when it came to measuring all their efforts, they encountered a great barrier, which was that their actions were isolated and it was more complicated to measure the results of their strategies through big data analysis.
Marketing Automation is another of the fundamental elements of Digital Marketing and is considered one of the “children” of Inbound Marketing , since this concept was born after the technique of attracting customers without being invasive gave good results.
The Real Estate Quality strategy was going well, it had all the elements to start enjoying the benefits in the medium or long term. The problem was that it did not know how to synchronize all the data obtained from its Marketing actions .
Since this process was taking time, they decided to rely on Marketing Automation. It consists of using software to integrate the data of all your Marketing actions in order to keep all the elements (Social Networks, blog, newsletter , web analytics, etc.) aligned to study the results of Digital Marketing .
This was undoubtedly the key element that generated the success of this company that, despite having put together an apparently good strategy, did not know how to measure the results of its actions.
3. Hiccups
Its owner calls it the first “financial supermarket” in Mexico. This company connects users with financial providers, so that they can obtain products or services related to the sector, such as: mortgage loans, life, vehicle and health insurance, credit cards, etc.
Like any startup, it needs to accelerate its online presence to start generating income that in turn keeps the business stable. They found a way to gain position in the market by using the blog as a tool to appear at the top of Google .
Within the first year, hypos experienced over a million organic views and this only with the help of the content .
But content is not an element that acts alone and without meaning. Hipos knew how to create Buyer Personas, an important aspect when creating texts in blogspot format because it helps create a semi-fictional profile of what could be your ideal clients and this is exactly where the success of a marketing strategy lies. Content Marketing .
Knowing the needs, aspirations, goals and other personal aspects of the people who can become customers helps create real solutions adapted to the target audience or Buyer Personas as indicated by Inbound Marketing.
Big data analysis is another point that helped Hipos create a web platform customized to the client’s needs . They analyzed and monitored their visitors and what path they took to become customers, in this way they were able to find out what topics they liked to read about, what product or service they preferred, etc.
The analysis of the data left by users on the website is a complete map of valuable information that indicates what the customer wants from you or what they expect from brands. For this reason, it is important to pay attention to this point and go to tools , software or companies that help to know this type of data.
4. Mug Shop
It is a small Colombian online company that is dedicated to marketing objects with personalized designs. Due to differentiation in the market, in a short time its sales success increased rapidly; On Social Networks they gained more than 20 thousand followers.
What Digital Marketing actions catapulted Tienda Mug to success?
- A website
They have the potential to become leaders in their industry, but they didn’t have solid knowledge on how to do it. They soon realized that having a website was the great opportunity to successfully increase sales , but it was also the perfect mechanism to capture leads until they became clients .
- Take advantage of seasonal trends
An action that may not be specifically Digital Marketing , but due to the times in which we are living, the number of followers that this Colombian store had, in addition to having its own online store, taking advantage of seasonal trends is A smart technique to double sales .
Tienda Mug created a personalized product for Mother’s Day, carried out the promotion through social networks and those who had already left some type of registration on their website were sent a discount via email. Without a doubt, a compendium of Digital Marketing techniques that helps gain visibility regarding a special season.
- The use of Landing Page
Landing Pages are another invaluable resource of Digital Marketing and Tienda Mug knew how to take advantage of them. Landing pages are a way to keep the lead or visitor aware of a promotional product or service , making it a great opportunity to get sales.
They are generally used to complement PPC campaigns but in the case of Tienda Mug , they used them to show their Mother’s Day promotion to their subscribers.
5. Agenda
A Startup based in São Paulo Brazil has created a tool to manage a business’s contacts, increase sales, and take advantage of business opportunities .
Agendor has always been very confident in creating content to educate consumers on trending topics in relation to the industry and has adopted it since 2011 to attract qualified traffic to its website .
Due to the success of its content, valuable data emerged to generate more content , offer a website and a product designed for the needs of its prospects . They quickly realized that they needed to optimize the steps to translate that data into reality in order to capture more leads.
Just like Real Estate Quality, the translation of this data independently turned out to be a slow and poorly synchronized process, so they decided to trust in the virtues of Marketing Automation .
By using the same software to process the data obtained by each of the Digital Marketing actions , the work of the company’s talent is facilitated while saving costs in the use of individual tools.
Conclusions
These 5 successful examples of Digital Marketing leave us several lessons, of which we summarize 5:
- A website is like a gateway for customers to learn more about the company and the product, as well as a platform to capture the greatest number of leads.
- Content as a valuable element to generate organic visits and support the lead education process.
- Landing Page to focus the sale of a specific product.
- Social Networks as an element that promotes content and products.
- Marketing Automation to synchronize Digital Marketing actions
5 pillars that generate sales opportunities and that must be taken into account whenever you want to create a successful Digital Marketing strategy .
