Digital Marketing - Complete Guide

COMPLETE GUIDE ON
DIGITAL MARKETING

However, many entrepreneurs still don't
understand exactly what digital marketing means
and also don't understand its benefits or how to put
it into practice.
practice. This can limit the company's results
and generate less competitiveness .
Thinking about the importance of the
subject, we created a complete guide on digital
marketing. In this e-book, you will understand
exactly what it is, what its main concepts are, how
to get the most out of it and how to monitor
your digital results. So happy reading!
4
INTRODUCTION
Digital marketing is one of the most
powerful business tools. By using it during working
hours, it is easier to approach customers,
advertise your products (goods or services), digitally
position your business and sell.

FIRST, WHAT IS
DIGITAL
MARKETING?

6
FIRST, WHAT IS DIGITAL MARKETING?
Let's start with the concept. There are many
marketing strategies employed by any Digital Marketing
agency, and it is possible to group them into
two large blocks, which are: digital marketing and traditional
marketing. One is not better than the other; in fact, they are
usually complementary strategies.
Traditional marketing uses traditional media such as
magazines, TV or radio. It's old-fashioned marketing,
which doesn't mean it's bad. Almost all companies still use
it in some form, as in leafleting.
Digital marketing, in turn, uses digital means of
communication, such as mobile applications, social
networks, blogs or websites, among many others.
Therefore, it is a more connected, intangible type of
marketing that often depends on an internet connection.

WHAT ARE
THE BENEFITS
OF DIGITAL
MARKETING?

Being more connected, digital marketing provides some unique benefits such as greater reach, agility and accessibility.
Fortunately, all companies, regardless of size or segment, can take advantage of these advantages. Understand more below.
8
WHAT ARE THE BENEFITS OF DIGITAL MARKETING?

ACCURACY IN PROSPECTING
OF CONSUMERS
GLOBAL GEOGRAPHICAL COVERAGE
9
One of the first benefits is geographic coverage.
Digital marketing has virtually no limits, so you
can take your brand and sell your products to
consumers across the globe. Thus, your venture
becomes much more competitive.
Imagine, for example, a social media ad. If you
live in New York and want to prospect
customers in New Jersey, you don't need to
go there, just define the region where you want this
digital ad to be served and that's it!
Your marketing will be there.
Another huge benefit is accuracy. In addition to ensuring that
your business will be in many places, digital marketing allows
you to connect with specific types of consumers, segmenting
them according to each of your digital actions or
products.
Think, for example, that you want to advertise your
product to an audience of a certain age, certain
gender and specific education.
No problem! It is perfectly possible to do this segmentation
and triage who will receive your digital ad. Thus, your
marketing becomes more accurate.

10
EASE IN CREATION
OF CAMPAIGNS
Traditional marketing can be a bit complex. In a
leafleting action, for example, there are stages of
graphic printing and physical distribution, which
makes the process more time-consuming and
costly. In digital marketing, work is easier.
To create digital campaigns, you only need a
computer and a connection
with the internet. Often, even a
smartphone solves it. The ad distribution path and
analysis of the results also
are easier as everything is done digitally. You can
easily opt for Google PPC services as well.

FLEXIBILITY IN CREATION
BUDGETS
SIMPLICITY IN MONITORING
11
When marketing and advertising certain products, a
very frequent question is whether the ad was worth it, if
many people saw it and if they were interested. These are
not easy items to monitor, especially when using
traditional communication channels.
You can start advertising your business on social media
by investing just a few dollars in sponsored campaigns.
You can also place your website at the top of search pages
without having to pay a lot for it. Finally, you define the total
budget.
When it comes to digital marketing, a frequent
concern of entrepreneurs is: but does it not cost too much?
The good news is that this type of marketing is extremely
flexible and, in terms of budget, can suit everyone.
Again, digital marketing is of great help.
As it predominantly happens through intelligent means,
such as social networks or web pages, performance metrics
are created automatically, which helps to monitor performance.

MAIN CONCEPTS
OF
DIGITALMARKETING?

OUTBOUND OU INBOUND
MARKETING
13
WHAT ARE THE MAIN CONCEPTS OF DIGITAL MARKETING?
Your digital marketing can be Outbound or
Inbound. The first concept refers to active
digital prospecting, in which your company
goes to the customer, for example, with paid
advertisements. The objective is to take your
name or your product to the customer,
wherever he is.
The second concept, Inbound, refers to
attraction marketing. Your goal is to
make your business attractive and get
customers to come to your business. Therefore,
it is common to use content that is interesting
to the public, such as blogposts, infographics
and e-books.
Digital marketing is a very broad subject. There are as many concepts
related to the theme as it is possible to imagine. However, some of these are
more important and frequently applied. Next, we will present the main ones.
Continues!

14
CONTENT MARKETING
(CONTENT MARKETING)
Another frequently used concept is that of content
marketing (content marketing, in translation). Its
central idea is to create content that generates
value for the consumer, either with the aim of
starting a relationship, or to educate, or to make a
sale.
There are many ways to do content marketing.
Educational videos on your networks
social services are an example. It is also possible
to create a blog and share knowledge or curiosities.
There is also the option of producing more advanced
materials, such as infographics.

SALES FUNNEL BEYOND PERSONA
15
» discovery;
That is, many consumers go through step 1, which is discovery, as a first contact
with your marketing. Hence, there is a funneling process, with few consumers
reaching the last stage, the effective decision to purchase their product.
» purchase decision.
Not all consumers who come into contact with your advertisements become
buyers of your company, correct? This is because there is a sales funnel, another
strong concept in digital marketing.
In summary, there are four main stages of the funnel:
» consideration of the solution;
Imagine, for example, that you are selling
a course over the internet. What is the best
figure of your buyer?
How old, what education and what
lifestyle does he (or she) have? Your
persona is the description of the buyer,
something that helps guide your marketing
action.
» knowledge of the problem;
In traditional marketing, a common
concept is the target audience.
Now, digital marketing often uses the
idea of beyond persona (or just persona).
It's a reference to the buyer persona,
an archetype of your best customer.

WHAT ARE THE
CHANNELS
USED IN
DIGITAL MARKETING?

17
WHAT ARE THE CHANNELS USED IN DIGITAL MARKETING?
For digital campaigns to come to life, it is necessary to have channels that connect companies and consumers. If
you choose a bad channel, all marketing is affected and may not deliver the intended results. Next, we will present
the main channels.

18
SOCIAL MEDIA SEARCH PAGES
For digital marketing, it is important that the
company's web page appears in the first
positions of the search engine, giving more
visibility to the business. To do so, marketers
use sponsored media, paying for top search
positions.
Another important channel for digital marketing
are search pages or search engines,
which are platforms used for internet
searches.
The most popular search engine — and you
should know this — is Google, but there are
many others, such as Yahoo and Bing.
There are many social networks such as
Facebook, LinkedIn, Instagram and Twitter.
The ideal is to evaluate which network best
meets the demands of your company and
concentrates the largest number of customers
potential for your business. So you can make
a good choice.
Without a doubt, social networks are a great
medium for digital marketing.
They bring together a huge amount of
potential consumers, people from all economic
and social profiles.
Exactly for this reason, they can be well
used by marketing.

E-MAIL
19
Although often overlooked, email is one of the
most powerful digital marketing tools. With it,
you can have a more direct and authentic contact
with the customer, resulting in fewer intermediaries
(and less costs) for digital marketing.
Exactly for this reason, many companies choose
to create email lists. These are customers who have
authorized the sending of emails with promotions,
news or information about the company or the
product sold. Thus, they manage to establish a digital
relationship.

CORPORATE BLOG COMMUNICATION APPLICATIONS
20
With these channels, it is possible to invest in
individualized actions, even talking to customers to
understand their demands and propose solutions.
Thus, it becomes easier to create an intimate, reliable
and fast relationship, which benefits both the
company and the customer.
Another important channel for digital marketing is
mobile apps. There are many mobile apps that
improve your business relationship with customers,
such as WhatsApp Business and Telegram,
which can be easily downloaded and used.
The corporate blog is a great digital channel to
generate value for the consumer, as it allows the
delivery of deep, authentic content that is appropriate
to the profile of your audience. In general, companies
that use a blog rely on a content marketing
strategy.
There are many platforms that allow you to
create corporate blogs at no cost, such as
Medium and LinkedIn. There is also the possibility
of integrating a blog to the company's website,
which generates more visibility and improves the
control of some marketing metrics.

WHAT ARE
THE DIGITAL
MARKETING
METRICS?

Good metrics help to understand the quality of digital marketing, as well as identify weaknesses and correct errors.
Therefore, the use of metrics is an exercise in continuous improvement, something essential. In the following topics, we
will present the most relevant ones.
WHAT ARE THE DIGITAL MARKETING METRICS?
22

COST PER ACQUISITION
OF CUSTOMER (CAC)
RETURN ON INVESTMENT (ROI)
23
Another important metric is called ROI, an acronym
for Return On Investment. Its objective is to
evaluate the percentage of gain on top of each investment
in digital marketing, in order to identify the best
ones that were made.
To calculate it, just divide the total investment in digital
marketing by the number of customers that were obtained.
I.e:
To calculate the ROI, just relate the initial investment and
the return obtained. Look:
This first metric expresses how much you had to invest in
digital marketing for each customer you managed to
convert. Or rather, for each consumer who bought
something from your company based on the digital
action undertaken.
ROI (in %) = [(gain obtained - investment made)/
investment made] x 100
CAC (in R$) = R$ invested/ number of customers converted

AVERAGE TICKET PER CUSTOMER
COST PER CLICK
24
Its calculation depends on the relationship between
the number of customers and the amount invested, such as:
To monitor it, simply relate the number of buyers
to the value of sales. Look:
Cost per click makes a lot of sense to analyze
the first stage of your sales funnel, which is discovering
your product.
With this metric, you can identify how much each click
cost your company and then compare this value
with other digital actions.
Cost per Click (in BRL) = total BRL invested/
number of clicks on the digital action
Average ticket (in R$) = total R$ of sales made/
number of buyers
The average ticket per customer is very useful
for digital marketing, as it helps to assess how much
each customer from digital actions left in your
organization. The higher the ticket, the better for
the company and the more convincing the
digital marketing action was.

At the end of the day, digital marketing relies on three items:
creativity, consistency, and willingness. It is necessary to be creative
in the actions, consistent in the periodicity and willing to answer the
customers' doubts and negotiate sales. So you will get great results.
Then, adopt metrics that help assess the quality
of your digital marketing. In this aspect, you can
monitor the Customer Acquisition Cost, the
cost per click and the Return on Investment,
among other numbers that help guide your
strategy.
As you can see, digital marketing is a broad subject
that can be worked on in many ways within your
company. One thing is certain: by using it
consistently, you will be able to multiply your
commercial and financial results.
To this end, invest in the adoption of excellent digital
communication channels with customers. Social
networks, search pages and emails are some
good examples, but there are many others.
Evaluate what best suits your company's budget and
the profile of your customers.
CONCLUSION
26

Buzzdigital.in is an Digital Marketing Company based in India with the
aim of helping entrepreneurs manage and grow their businesses. We
have units throughout the national territory and extensive market
experience.
We seek to build opportunities together, offering training, workshops,
consulting and various services to help entrepreneurs achieve prosperity
in business.
We work on the fronts of strengthening entrepreneurship and
encouraging the formalization of businesses, seeking to create creative
solutions with entrepreneurs.

Digital Marketing - Complete Guide

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