A 360 digital strategy consists of using all available online channels to cover the points of contact with your potential customers without leaving any gaps. In other words, activate the management of all relevant digital acquisition channels to serve and attract customers, creating a continuous flow of visits to your physical and/or digital assets.
This implies mastering digital acquisition sources such as: email marketing, push notifications, SEO, PPC, inbound marketing, social media, blog, website, CRM…
And at the same time, attend to aspects such as web analytics and user experience (UX/UI) to see how it affects conversions.
A strong digital marketing strategy must have a 360-degree view of the customer.
On that we all agree. But what does this mean?
In essence, you must be clear about which digital channels your target audience uses. Ask yourself the following:
These are all areas of interest for your digital marketing strategy.
However, this is very vague and it is very easy to miss some critical element that could take away potential customers for your business.
For this reason, we recommend you simplify and focus on these 8 elements for a successful digital strategy:
Let us now see each of them separately.
The foundation of a 360 digital strategy starts with your website in most cases.
While social networks come and go, your website is permanent. It is the headquarters of your online presence and serves to connect everything.
Offering a good design that facilitates navigation for the user, accompanied by quality informative content, contributes to generating trust, helping to gain legitimacy against the competition.
Keep in mind that your website is the final destination to which all your digital marketing strategies must lead and where all your efforts are ultimately profitable.
Therefore, having an optimized website is an opportunity to make a great first impression and give the user the security to trust your business.
Hence the great importance of good web development and design that takes into account the bases of SEO, CRO and the Web Analytics Services.
SEO makes it easier for the target audience you are addressing to find your website more easily through searches launched by users in search engines.
There are many industries and businesses whose main acquisition channel is
Google-like search engines.
Studies suggest that about 68% of web traffic comes from search engines.
Organic traffic constitutes about 40% of total web traffic in most industries and Search Ads campaigns (paid search engine campaigns) the remaining 28%.
Therefore, it is not surprising that brands that manage to apply a solid SEO strategy monopolize the most prominent places in the SERPs with their content and improve their results.
Do you now understand what the benefits of SEO are for any 360 digital strategy?
One of the essential pillars of any 360 marketing strategy is paid ads or PPC campaigns.
These types of campaigns only generate a cost for the advertiser when the user clicks on one of their ads.
The main advantage of PPC is its ability to deliver quick results and reliable returns, helping businesses gain greater visibility on search engines, social media, and digital media.
But its main strength is that users captured by the PPC channel are much more likely to convert.
As suggested by a study by the unbounce company where they state that 50% of PPC users are more likely to end up buying than those from other channels
The great challenge for companies in this channel is the profitability of the campaigns.
Since the space to place ads is increasingly competitive, it is necessary to rely on professionals or specialized services to create and manage successful PPC campaigns.
Within a comprehensive digital strategy, social networks cannot be missing.
Although at a relative level it is one of the traffic sources with the least weight, in most digital projects its value is undeniable when it comes to:
In addition, they allow the creation of a direct channel of intelligence for marketing professionals about the tastes, opinions, objectives and interests of our potential customers, so that they allow better alignment of the marketing strategy.
This great versatility makes them essential for the digital strategy of any company.
For this reason, they are fundamental in the creation and management of communities with which to build a bond between the client and the brand.
The content you create communicates your message, educates your readers and persuades them to buy your products and services instead of those of the competition.
But above all, it is what attracts and fixes the user on your website.
Without content there are no visits. But neither Onboarding nor Lead Nurturing processes.
In fact, offering high-quality content is one of the most effective strategies for attracting customers, retaining and generating interest in your business.
And the key is in that “high quality content”
But… What do we mean by this?
To make the content relevant to the user.
That is to say that it is useful and that at the same time takes into account the user experience.
If what the public wants is a video that answers a technical query, do not create a text tutorial or offer them a manual.
Offer neither more nor less than what users demand at all times.
Which is nothing more than responding to the search intent.
Therefore, it is essential to focus on creating useful, powerful and easy to consume content in all other channels.
Tip: the best way to know what content to create for your content marketing strategy is to analyze the results in Google for the different searches of your Keyword Research and see which format predominates Video, Podcast, text, infographics, etc…
There cannot be a 360 digital marketing strategy that does not include email marketing and the automation of tasks that allow leads to advance in the sales funnel.
Email marketing can be used to generate sales, improve customer engagement, close sales, build brand awareness, or reward customer loyalty.
Here other examples of different email campaigns.
But the key in all this is in the segmentation and automation of tasks.
Without software that helps you automate certain tasks, it is very difficult to manage this part well.
Marketing automation tools simplify the process of getting the right content to the user at the right time.
They allow you to automate the segmented delivery of campaigns.
They also capture data from all interactions with the content:
Automated data capture can answer these and many other relevant questions to feed your 360 digital marketing strategy, offering a personalized content experience for users according to the stage of the sales funnel where they are.
And of course make the most of email marketing, push notifications and the personalization of your content marketing.
Getting traffic for a website is always the first challenge.
However, the most difficult thing is to get conversions to reach the sales goal.
There are many strategies and tactics that can be employed to improve the conversion of a website and web properties.
But each case is unique and must be studied by analyzing the data, performing tests and checking how users interact.
All this is dealt with by the CRO discipline that seeks to maximize conversions throughout the entire sales funnel.
Keep in mind that good web design goes far beyond aesthetics and visual appeal; the functionality of the page elements are crucial.
That is to say, that the interaction of the elements and the user (usability of the website) is intuitive.
And it is that, approximately 96% of the visitors who arrive at a website are not prepared to buy.
Therefore, without compelling content and good usability that complements the design to reduce possible points of friction, we will not be able to increase the chances that users will convert.
One of the points to which users pay the most attention on the Internet are the reviews and opinions about your brand, company or products.
Especially if your business is small or little known.
In this way, social proof has become the key in the battle to win new customers.
Without a good reputation, your conversion rates will suffer no matter how well you do.
This implies putting the focus on reviews both in directories and on opinion websites and your own website to gain the trust of the end customer and help your brand to be perceived positively by potential customers who visit your website, reducing the friction of that first purchase.
For this it is essential to have a good customer service.
That allows to attend the questions, needs and claims of the client in an agile way.
And manage any type of complaint or criticism effectively.
A 360 digital marketing strategy involves all areas of marketing to join internal efforts and help customers in each of the stages of the sales funnel, ultimately trying to retain your customers
Any 360 digital strategy must therefore focus on acquiring a global vision of the customer and finding out how they interact with our digital assets, taking advantage of all the tactics, methodologies, channels, media and tools that allow us to truly focus our attention on customer needs.
That is the true meaning of this approach.
Empower marketers with the ability to deliver a consistent brand narrative for greater campaign impact and profitability.
The 360 digital strategy is a comprehensive marketing approach that tries to reap the benefits by focusing on all digital acquisition channels. If you want to know how to get better performance with your website, take a look at our guide.
That will depend on the type of industry and activity to which you dedicate yourself, but generally you will need to pay special attention to your website, and social networks at the same time that you enhance online visibility through SEO, PPC, Content Marketing, etc…