Does digital marketing work for all companies? The answer is yes

This question is the reason for us being here today: does digital marketing work for all companies? The answer is yes, but there are differences to consider

This is a question you will have already faced: is digital marketing applicable to all companies? Before answering "yes, it works throughout the whole business world", it might be important to start with a possible definition of digital marketing. Of the many that exist we prefer this one: a series of activities that a company does online aiming to attract customers, create successful relationships and further develop a brand identity.

"It can be said that digital marketing is linked to online expression"

What do we mean by this? In practice, digital marketing can be defined as "a set of tactics and an action plan" overseen by an organisation's marketing department and whoever is responsible for managing the brand's relationship with their fans on social media or increasing the company's audience on their website.

Taking an idea from Hubspot, who we have used once again as a key source, "it can be said that digital marketing is linked to online expression". Something that gained importance with the expansion of the internet.

Digital marketing for all companies

Let's return to the question that brought us here: does digital marketing work for all companies? Put bluntly: yes. There is a digital marketing strategy for every type of organisation, whether they are start-ups, SME's or large companies.

What's essential is that none of these companies get lost in the terms and concepts of marketing, which nowadays are multiplying with the expansion of the internet.

“Digital marketing can work for any company, in any sector", this sentence leaves no room for doubts. There are no exceptions: whatever your business area, creating buyer personas opens the door to digital marketing for your company, and - most importantly - you should bear in mind that the same strategy doesn't work for all companies and organisations. In fact, each case is unique.

Two digital marketing strategies

Let's start with B2B companies, highlighting in detail what we mean by business to business (B2B). This abbreviation business to business essentially means that two companies do business as client and provider.

Now, if your company is a B2B there are details to consider when establishing your digital marketing strategy. First of all, your attention should be channelled into generating leads online, as highlighted by Hubspot: "the role of your marketing strategy is to attract and convert leads of the highest quality for your vendors through your site and digital support channels".

What if your company is B2C? Before we begin, let's define business to consumer. This essentially involves commercial transactions between companies and consumers. Going back to Hubspot's definition once again, when we talk about B2C “it's likely that the goal of your digital marketing efforts is to attract people to your site in order to make them your clients without ever needing to talk to a salesperson”.

In this sense, it's important to remember some essential characteristics of B2C digital marketing:

• Short and simple buying process;
• Broad target audience;
• Emotional purchase decision, based on status, willingness and price;
• Decisions made by individuals;
• Generally, lower sales values;
• Higher quantity of consumers.

For this reason, the best digital marketing strategy will always result in "faster sales" which should lead to, for example, using stronger CTAs than those used for B2B digital marketing.

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The importance of a CTA

By the way, let's remember what a good CTA is and why it is important in an inbound marketing strategy. In one of AP Portugal Tech Language Solutions' previous blog articles, we mentioned, when addressing the influence of content marketing on an inbound strategy, that it was impossible to escape the requirements of SEO techniques, link building, CTAs, landing pages and forms.

In the case of a CTA (Call to Action), it is an image or piece of text that encourages visitors, leads and clients to perform an action. A button used to generate clients which must be visually attractive and easy to find on your pages and emails.

Digital marketing: avoid these 11 mistakes

At AP Portugal Tech Language Solutions we have solutions and human resources that can help your digital marketing strategy from the moment you choose the CMS to content translation and localisation, SEO and even SEA.

To this end, we think we should warn you about the mistakes you should avoid when investing in a digital marketing strategy. As such, we've compiled a list of the 11 most common mistakes that are still made today in digital marketing.

1. Not knowing about inbound marketing
2. Not using email marketing
3. Not having a digital marketing strategy
4. Not investing in a company website
5. Not promoting content on social media
6. Highlighting the company's importance but not the product
7. Not knowing the company's buyer personas
8. Not understanding the client's goal (Awareness, Consideration and Decision)
9. Not investing in SEO
10. Not producing relevant content
11. Not paying attention to the layout of the website, CTA or landing page.

Our final note is simple: don't venture out into the demanding world of digital marketing without first understanding what level you're at, and choose to embark on this journey with specialists in such demanding areas as multilingual SEO implementation, SEA, translation and content localisation.

This text was not written by a native English speaker, but by a language lover. However, all our language services are always provided by native speakers.

ABOUT US

AP | PORTUGAL Tech Language Solutions is a Portuguese translation company certified by the International Quality Standard ISO 17100. The company offers a wide range of language services, which include translation (TEP), post-editing machine translation (PEMT), transcription, desktop publishing and subtitling, voice talent, software and website localisation technology, SEO and consulting. It invests enthusiastically in the development of partnerships and cooperation anywhere in the world where your organization may need a partner for the African, Brazilian and European Portuguese language.