Before you start reading this article, I recommend that you add us favorites because you will certainly need to consult the information that you will have here later.
I also warn you that this article is not a simple article about marketing, it is a true guide, a prime work that will answer all your suas about marketing, digital marketing and its ramifications and categories.
Não will be a quick reading article afinal we will approach muita coisa here, eu vou deixar a guide to facilitate your reading and let's go.
Or objective here é explain to you true funiração do marketing e suas divisões, coisa that gera muita confusão para quem está comçando e ata to quem já trabalha um certo tempo no ramo.
In particular, I do not know how much "labeling" of what, or what, or what our focus is on me and my clients or results.
I'm always looking for melhor solução, não I consider myself a profissional that deals with A or B despite being conhecido for being an SEO specialist.
Sem mais delongas, let's go to or count.
Marketing or process used to make or find products or services to your consumers, or marketing to your business is a strategic part of the sale, in the end to raise value for products and services, to create relationship / fulfillment for the purpose of creating a purchase. .
Na pratic or marketing é ciência that estuda: Behavior of the public, strategies for the promotion of products or services e Estudos mercadológicos.
Marketing plan: Onde tudo deve começar
All marketing strategies must start with the preparation of a marketing plan, marketing plan and a document that will list all the necessary information for a marketing campaign to succeed.
All companies need different strategies for different purposes, more precise marketing for marketing or Branding (we will see branding marketing abaixo) outras to increase the sales, some to increase or preço two seus produtos e serviços and etc ...
Because of the important or detailed nature of a marketing plan, it needs to be based on the main needs of the company, objectives and goals.
Raising a marketing plan can be very difficult to use as ferramentas corretas, eu vou you will be able to make some basic ferramentas so that it facilitates or seu trabalho na definição do seu plano.
Marketing Ferramentas: Use or seu arsenal
A first ferramenta we will falaremos here is a ferramenta de análise de concorrência, essa technical é chama of: BENCHMARKING.
This is one of the most powerful ferramentas of marketing, benchmarking and a method that consists in searching for the melting of processes, ideals and procedures within a marketing area.
A more common benchmarking and study approach, analyzing their practices and methodologies, many people who are starting a marketing plan, apply or benchmarking mesmo that subconsciously visits companies, passes through the client to understand processes of customer service, delivery of products, etc ...
Ps .: Vale lembrar that BenchMarking não é copy processos two concorrentes and sim understand how it works as goal melhorar-los.
Outra ferramenta quite used to elaboração de uma boa marketing strategy, to analise SWOT.
SWOT é or acrônimo recursivo for: Força (Strenghts), Fraquezas (Weakness), Opportunities (Opportunities) and Ameaças (Threats) no Brasil perhaps você tenha ouvido falar on FOFA (Força, opportunities, Fraquezas e Ameaças) that é or SWOT "abrasileirado "
More, so that it serves to analyze SWOT?
It serves to cover a decision taken, as well as a complete diagnosis on the exploration of new markets, the launch of new products and the creation of new strategies.
In summary to analyze SWOT vai te ajudar to minimize errors and validate the application of new strategies.
Bruno, não estou entendendo nada desses nomes esquisitos and eu really really need to understand tudo isso to be able to fazer um bom marketing?
A resposta é: SIM, porém vou simplify tudo that you falei ensinando na prática to aplicação desses resources.
Let's "digitize" or negotiate for digital world.
Muito is fala hoje em marketing and digital marketing, na real or digital marketing é just a branch of marketing, barely a lot of we apply what we have applied is not "traditional" we will hardly adapt ferramentas e resources.
Digital Marketing: Applying Strategies in the Virtual Environment
My concern at the beginning of this article was to show you what marketing is and there we saw that it is nothing more than a study of the public, offering and sending a product or service in the market, right?
Here in this part of digital marketing we will basically
talk about two categories: Marketing applied in the digital environment and
"what they call digital marketing". Rest assured that you will
understand why I am making this division.
It is very difficult today for a company to sustain itself
without the use of digital means for dissemination, this is a very obvious
thing right? Marketing needs to reach people interested in products, so it
needs to be where people exist and how people's attention is on the internet math
is pretty obvious.
Within the digital market there are several tools, several
channels of communication with customers that you should already know:
Websites, Social Media, Blogs, E-mail and etc ...
It turns out that each audience, each market reacts differently,
behave differently after all is not everyone who is equal right?
There is no rule, a formula for a successful marketing
campaign so we will use the tools I mentioned above to identify where your
audience is on the internet and so we can tap into the full potential of
Remember what was the first tool I told you about?
Benchmarking? So let's see how we'll apply it so we can capture Insights (Ideas
for building a marketing plan).
Benchmarking in digital marketing
In order not to start from scratch, we will benchmark competitors so that we can identify where we can reach our target audience on the internet.
And this is easy to do within the digital environment.
Finding your audience in the digital environment
As I said above, there are communities within the internet where people gather in some markets the public is very active on Facebook other on YouTube other on Instagram and so on.
The first analysis you need to do is identify where it is
and for that you will need to list 10 of your biggest competitors, speaking in
competition it is good to know that there are two types of competition the
direct and indirect.
Direct competition is the one that competes directly with
you, if you have a gym for example, your direct competitors will be other
Indirect competition is what competes indirectly with you,
in the example above an indirect competitor of a bodybuilding gym would be an
aesthetic clinic for example.
Then you will select 10 of your biggest competitors to do
the first benchmarking analysis.
Using Facebook to better understand the audience
Facebook has a tool called Facebook Audience Insights is a free tool and just have a Facebook account to use this feature.
See the picture above.
You fill in the fields marked in red and Facebook gives you the information for that specific audience.
In the interests section you select filters like: gym, bodybuilding and etc ... (or the interest of your market) and it will provide me the demographic data (sex, age, location) The pages that this audience enjoy his behavior in a way general within Facebook.
See this image, I segmented by MUSCULATION.
He informs me that the majority of the public who enjoys bodybuilding is female (62%) aged 25-34 years.
With this analysis I can also see what is the behavior of this audience within Facebook. What they like and etc ... See only
With this information I was able to find out that:
enjoy bodybuilding are linked to the Combat Channel, like Nike and Honda.
Pagoda (pagode excerpts page) and more.
Now tell me
if this review will not help you create your marketing plan / strategy?
just a review on Facebook! Come on over there.
It is worth
remembering that we are using Benchmarking concepts to do this analysis, so I
mentioned at the beginning of the article so that you understand in essence
what you are doing.
go to YouTube to do a public study there.
Youtube as a digital marketing tool
For YouTube we will use a tool called: Tube Rank Jeet 3.
It's an easy to use tool with it you will get a detailed analysis of keywords on YouTube.
The marked parts indicate:
Sorted by number of views - So I can see which were the
videos that had more access to the word: TREINO DE MUSCULAÇÃO.
I can understand which is the best format, which suits the most for this audience.
and also in the Audience Sentiment part I can know if it is
a "hot topic" or not.
Phew, we're almost done.
Analyzing competing sites
Although many people find "de mondè" a website / blog (mainly blog) today is something that I consider fundamental within a marketing strategy.
With a blog it is possible for you to produce content (we
will talk about content marketing below) and thereby attract people interested
in your product or service.
To analyze the competitors we will use the tool called
Semrush will give you a complete review of everything that happens inside your competitor's website.
Okay, now I have a lot of necessary information about the hypertrofia.org site I used as an example here in this tutorial.
I can see:
the words and what position they are in Google;
I can see how many searches a particular word has on Google every month;
I can see which page appears in searches for a certain word;
And how much traffic does that word bring back to the site.
In short, it's a real X-ray of competition so you will not have much trouble knowing what works and what does not work in your market.
That was the first part of our process of creating a
marketing plan now let's go to the second where we will apply the SWOT
Applying SWOT analysis to a digital marketing strategy
After 1700 words you must have understood what we are going to explore here, right? Well, we made our "X-ray" map all the competition now is the time to identify the strengths and weaknesses and explore them.
In practice you will do a thorough analysis and understand
in which channels or zones of engagement you have competitive advantage.
If your competitor is not strong on YouTube and you know
your audience is there, explore!
Remember: There is no better communication channel, there is
what works for you. A big mistake of marketing strategists is wanting to apply
the same solution to every problem.
Marketing is creativity do not try to simply copy the
strategy of A or B because it is working for him, that does not mean it will
work for you.
For us to finish and go to the next topic I need to clarify
what I promised up there, remember that I told you about "two strands of
digital marketing"? Well, what I just taught you is the essence of
marketing applied in digital environments.
On the internet there is a very large community entitled
"digital marketers" who live promoting digital products in most
Digital products are products that are delivered directly
through the internet, eBooks, EAD Courses, Softwares and tools.
In fact this market is called affiliate marketing.
Affiliate marketing consists of working with product indication, making an analogy to the "real world" it operates as a "business consultant".
You join a company on the internet, start to advertise the products of that company and if a sale occurs by your nomination you receive a percentage of the sale.
It is a very interesting business model because it allows to
increase the distribution of products with a low cost of investment in
marketing (for the company) after all who will invest are the affiliates.
Affiliate Marketing: How To Do It?
Most affiliates do not have the slightest notion of marketing and basically do what they learn on the internet with other affiliates.
Most new affiliates enter the market with the promise of
easy money, possibility to work on the beach and etc ...
That because of the possible scalability of the business, if
we stop to think from the mathematical point of view makes sense, let's count.
If you join a product where you receive R $ 70.00 commission
per sale and there are about 116 million users, it should not be difficult to
sell 10 products a day and earn R $ 21,000.00 per month right?
And how about selling 20 products and having a monthly
billing of R $ 42,000.00? Sounds good to you?
The problem is that since most of them are not trained in
marketing, they can not make this product reach the right people.
Affiliate Marketing: What Skills Should an Affiliate Own?
Technically all the skills of a "regular" marketer after all, his goal will be to make the product vs. consumer encounter.
And to make a perfect union of these two elements you will
need to understand all that we have talked about here.
Remembering: To make the business RIGHT in a PROFESSIONAL
and CONSISTENT way.
If you want to know more about affiliate marketing I will
leave a link I made to a full article talking about how the affiliate market
works in depth.
Link to article: How Affiliate Marketing Works
Here on the Sidebar blog has a free training I did with my
students, it was a live training (online) where we used all these marketing
planning techniques we talked about to build an affiliate product sales
We created a website and put it on Google to make sales of
products as affiliates, it is very interesting to check if you sign up there
and receive the training in your email at no cost.
Since we talked about putting a site on Google we will talk
a little here about traffic generation.
Generating traffic in digital marketing
As we talk at the beginning of the article marketing is you to make the connection of products to consumers and to be able to do this you will necessarily need two things: People and product!
On the internet people (visitors) are traffic calls and
there are two ways you can get traffic.
Generation of organic traffic x paid traffic.
Organic traffic is the traffic that comes "naturally" you do not pay directly to receive visitors, here are used positioning techniques for people to find your site, your social network, your YouTube channel spontaneously.
The best known technique for generating organic traffic is
through SEO (Search Engine Optimization) which means page optimization for the
search engines, more specifically Google.
Using SEO techniques can make your site appear in the top
positions of Google and this will of course cause more people to see your
How To Make SEO Optimizations
Making optimizations is a very lengthy subject I will
summarize as much as I can get here for you and if you want to learn more about
SEO I will leave some references here for you to consult.
Google has an algorithm (a robot that performs logical
operations) to determine who appears or does not appear on the SERP (Google
He does this through factors that he considers important for
the pages to appear or not, the factors are not revealed directly by Google all
we know about SEO is based on tests and surveys of companies and professionals
in the field.
What we do know is that Google has more than 200 positioning
factors, 200 items that it considers important to put a site in the top
These more than 200 factors are divided into two categories:
On-Page and Off-Page.
On-page optimizations are the optimizations made within the
page, which is what will tell Google about what your page really says.
Think with me: How many pages are created every day and put
on the internet? How do you think Google interprets all this?
It needs to have "signals" to be able to identify
what you want to say.
See this image, I appear at first for the word SEO FOR LAIGHTS.
Google believes that my article is the best option for the
word SEO FOR LAYERS, this is because I optimized this article for this word.
How did I do this optimization?
First thing you have to understand is that Google is extremely concerned about the user experience within your site, this includes items like: Usability, website speed and etc ...
That is, you have to have a really useful website to start
The second point is to leave those "clues" that I
told you to google and that is what we are going to talk about now.
The first big opportunity you have to tell Google the real
subject of your page is in the Title, the title is like the title of an essay
and it will always start reading there.
So beware of using the main keyword in the title of your
Ps .: In my I used SEO FOR LAY.
Make sure there is a consistent repetition of keywords
within your text, if you do not have Google you will not be able to understand
what your site is about and will soon not position it.
Excessive repetition causes an effect called "Keyword
Stuffing" and is highly detrimental to the positioning, as I told you
Google cares about the user experience in general and reading highly repetitive
text is not at all pleasant.
The use of images strengthens the user experience and in
addition you get the opportunity to put the keyword you want to position within
the images and this helps Google to understand what goes on inside your site.
Same as the pictures, it helps in the user experience and
also makes the user stay on your site.
The fact that the user stays on your site pleases Google,
after all he understands that his content is good because the user is connected
for a pretty good time, if I put a 10 minute video here within this article
I'll be able to catch your attention for another 10 minutes and this is very
good for your positioning.
Internal linking, making mentions to other pages or articles
on your site is a very good strategy for positioning.
In addition to holding the user inside your site, increasing
the permanence rate of it (which we have already seen is good) you create
something called LINK BUILDING that makes it easier to read the Google robot on
When the robot accesses your page it gets "stuck"
navigating between the pages and having more "time" to make a good
interpretation of what is written. Like I said, Google does not position you is
not because he does not want is that sometimes he does not have enough
information to understand that you really deserve the first page.
They are mentions to external sites that also helps Google
understand what your site is about; if you start your article talking about a
football match and then immediately link to globoesporte.com it is a strong
indication for Google understand that you are talking about football, after all
Globloesporte.com is a reference site in this market.
Another factor that greatly helps the Google Robot to identify
the subject of your page is the use of TAGS (H1, H2, H3) within your text.
They serve as a reference for Google to understand what is
most relevant, which it should prioritize at the time of placement.
In general these are the optimizations that you should watch
out for on your pages.
I'm going to leave a video and a link of a spreadsheet that I did that is a template for texts in SEO, with it you can position without much difficulty just follow the step by step.
I'll leave here also the link to an article on speed optimization that is of utmost importance to your SEO optimization On-Page.
Link to the article on how to improve the speed of your
I will also leave here an exclusive training on SEO On-Page
so that you understand how to make a correct optimization in your pages.
SEO Off-Page is the advanced part of the business, the on-page we can classify as basic (which works because most do not know).
Off-page optimizations are made "off" page factors
such as: domain time, domain authority, quantity and quality of links influence
This part here we do not have control 100% on the factors,
because they count on things "uncontrollable" we can not from day to
day increase the lifetime of the domain or simply get several links (other
sites pointing to you).
Overall the major concern we have to have here in SEO
Off-Page is with regard to links.
In the past, Google recognized any link as a strong positioning factor.
As time passed, it began to give relevance only to
contextual links that were in the same segment, meaning that if you have a
website from a barbershop and get a link from a florist and that does not make
sense to Google.
With this update, many SEO professionals that use link
manipulation to position projects, link manipulation still exist, but it takes
a bit of caution to do so, remembering that any manipulation of links is
considered a black hat technique and punishable.
Understand what Black Hat SEO is.
With all this concern of Google in knowing the strength,
relevance and contextuality of the various metric links were created to
determine if that link is "strong" or not.
The most well-known metrics are DA and PA, Domain Authority
and Page Authority respectively. Domain authority and page authority.
All sites start life with DA and PA 1, as they are receiving
links from sites with greater authority that number increases because it
receives the juice from the sites with the highest authority.
So if I have a site DA 1 and PA 1 and a site links to me and
it has DA 30 and PA 15 it passes some of that authority to me with one
The links must be of the DOFOLLOW type.
Types of links
There are two types of links, DoFollow and NoFollow.
The difference between them is simple, the DoFollow links
indicates that the sender takes responsibility and trusts the recipient of that
Eg: If I create an article and point to the site of Johnny
and put the attribute of the Follow that means to Google that I know and trust
Now if I use a NoFollow link, Google will understand that I
do not know / blame that recipient for that link to arrive less force there on
For you to check the PA and DA of a site, simply access
Moz.com or use an extension for Google Chrome called MozBar
I will leave here my article about backlinks that completely addresses this subject and also an article on how to increase the PA and DA of a website.
The strength of links in practice
As I write this article we can put it that is a ratio of 70-30% the importance between links x content in positioning.
70% are quality links (with good metrics) and 30% are good
Now let's see what is the relationship that content
marketing has with traffic generation and especially SEO.
Today on the internet a lot is talked about in content marketing, even if you work in the field of digital marketing you have probably heard the famous phrase: Content is king!
And yes that makes sense, SEO is just a marketing tool like
content marketing too and virtually every tool has links.
Because SEO relies heavily on content to
"convince" Google that what you write is good a flurry of content
marketing professionals are learning or worrying more about SEO.
Content marketing is a way to build rapport with your target
audience by increasing the network of customers by creating content, the goal
of content marketing in general is to generate value for your brand, product or
service and consequently generate more business.
Content marketing works on customer education, many
customers do not buy because they can not see the real need to purchase a
product or service, this blog here is a good example of a content marketing job
my product / service is a product that is not so sought after by the lack of
knowledge of my audience in relation to it, few people know what digital
marketing is (believe 1% of the population knows digital marketing).
So they do not look into this subject if we are more
specific and talk about SEO which in my case is my main skill that number is
If I were to produce content and content on SEO I could
hardly build a community or effectively reach an audience that was profitable
for me, assuming that if you do not know something it will hardly interest you.
With so much cool stuff on the internet that I'm going to
read about such a SEO?
Now, if I found an article that would teach a way to sell my
products on the internet?
Content Marketing: Definition of Person
One of the well explored things within content marketing is the definition of persona, persona is the physical representation of your ideal client.
As we will communicate with him it is imperative that we
know who we are talking to.
A market can have several personas, think of a gym.
There are people at the gym that go to:
Lose weight and feel better socially;
Gain muscle mass and get on well in ballads;
Reduce weight because you are having health problems due to obesity;
Anyway, there are several personas within the gym market.
How to make a definition of person?
The most efficient way you can make a correct definition is to use your own customers, conduct surveys to collect data, and validate a person.
If you do not have clients or do not have a relationship
with them a great exit is the conduct of research, conducting research you will
be able to collect enough valuable information to reach your audience with
You can use a tool called SurveyMonkey to perform searches.
One way to collect information is to use the strategy we
talked about above benchmarking and public analysis, the rules apply here to
understand what the behavior of the user is and thus get insights to assemble
I'm going to leave the link to a tool of two agencies
references in content marketing in the country, to Digital Results and Rock
Content. This tool will help you in building your person.
In short, content marketing works on customer education in a
general way, making it better known about your product or service, adding value
to your brand and generating sales.
The term we are going to address now has a lot to do with
Content Marketing, with all these marketing labels and segmentations some
points end up walking very close as is the case of inbound marketing and
Technically inbound marketing is any strategy that aims to attract the interest of potential customers, many call the inbound attraction marketing marketing.
Inbound marketing is most commonly used in the digital
environment because of the ease of content spread through SEO, content
marketing and social networking.
As I have said several times throughout this article it is
always very difficult to define labels, what is and what is not inbound
marketing or any other strand / tool that enables you to generate sales.
Inbound Marketing is a new, yet very efficient and
cost-effective term, costing on average 62% less than traditional marketing,
also called Outbound marketing.
The term inbound marketing began to be used by Hubspot that has advanced several studies in the area and today is reference in the subject, having including diverse certifications recognized world-wide.
Access the hubspot site to access free certifications
Generation of paid traffic
All that we talked about above is based on generating organic traffic, now let's see how you can generate paid traffic within digital marketing.
There are several media that you can buy traffic, different
from the organic mode you will pay for your page or publication to be driven
and thus reach more customers.
Main Media to Buy Traffic
The most commonly used media for traffic purchases in most markets is Facebook / Instagram.
The way the media charge is in the CPC (Cost-per-click)
format where you only pay when someone clicks on your ad.
I'll leave the link to an article I made talking about how
to buy traffic on Facebook and I'll also leave a video training teaching to
make the purchase.
Link to the article: How to get more customers through
I'll also leave the link to a playlist on my YouTube channel
that contains a basic introductory course for anyone who wants to learn how to
buy traffic through Facebook.
AdWords is the Google ad platform. Through this service, ads are displayed to in the form of sponsored links when the user performs a search on google.com
Paid ad results appear highlighted based on keywords.
Therefore, when the user searches IPHONE 7 PLUS for example
you have the possibility to enter into an auction to "buy" this
keyword and have priority in the display.
The price of the keyword is defined through an auction to
the best style "who gives more".
For you to participate in this "auction" just have
a Google account and use the Google KeywordPlanner Tool. So you will be able to
see the volume of monthly searches of each word, you will also know in which
foot the auction of the word you want to buy.
In addition to the possibility of prioritizing the SERP
(results page) display, you may be able to buy ads on the display network,
which are those ad displayed within Google's partner sites through the
Google Adsense program.
Just to note the ads on display networks are also used on
YouTube, after all are the same company.
As with Facebook / Instagram, it happens on Google /
So far we have talked a lot about strategy and especially
about content and traffic generation, now let's change the direction of prose a
bit and talk a little about CONVERSION or sales in a general way.
We will use some communication channels to generate sales
like WhatsApp and especially E-mail marketing.
Email so far in most markets is the most efficient way of communicating on the internet, because you are almost 100% certain that the message has been sent to the user.
In other channels of communication, be it blog, social media
and etc ... You do not have this precision.
For you to have idea a Facebook page reaches about 3% of
your total audience, if you have a page with 100mil tanned about 3% of these
people see what you put. In email marketing this does not happen.
Do not fall for the buck that no one uses email
How to use email marketing efficiently?
There are several possibilities of applying techniques that involve email marketing, including everything we talk up there about content marketing and inbound marketing are applied here, after all, email marketing is just a channel of communication with the user.
You can use the techniques you learned up there to
strengthen the engagement of your audience, create a need to buy, and
ultimately make sales.
The most effective sales strategy for email marketing is you
create a sales funnel.