Digital marketing for entrepreneurs
Posted: Thu Dec 05, 2024 8:06 am
With the growth in the use of digital marketing for entrepreneurs, tools have made it increasingly easier for a person without professional knowledge to create campaigns on Facebook, have their company on Google, get in touch via email marketing, among other actions.
In fact, you don't need an agency or a professional to carry out your communication. Furthermore, no one knows your audience better than the entrepreneur himself .
But this does not mean that digital marketing for entrepreneurs should be carried turkey phone number data out without planning and without quality. This is what will directly impact the result. A job well done is what will make the difference between you investing R$5 and receiving R$50 or investing R$5 and receiving R$1.
The way to choose and buy is the same
The importance of planning and executing digital marketing for entrepreneurs is the same as marketing in the physical world.
When we evaluate something to buy from someone, our subconscious looks for signs to avoid risks. In the real world, when evaluating a restaurant, we notice the cleanliness of the place, the hygiene of the waitresses, and the care taken with the customer. To our brain, these are signs that the place is safe.
Look at this example. If I were to invite you to lunch and I were to pay for your lunch, where would you choose to go?
The choice is unanimous, but if I told you that the food in option 2 is made with more hygiene and quality than in option 1, you wouldn't believe me, right? The fact is that we draw several unconscious conclusions that already make the decision for us based on our tastes and our past. The reason would only be to justify what our emotions have already chosen.
On the internet, it works the same way. The quality of the image in the post, the relevant and well-written content, the comments from other people, and the service provided after we leave contact are great signs of credibility that provide security when making a purchase.
These perceptions that people gain through your website, social media and posts have the power to make your small business look like a multinational. The opposite can also happen. Big companies can look small on the internet.
Ok and how do we do this?
If our role is to connect your company with your audience, the first step is to understand who they really are.
This goes far beyond knowing age, gender and marital status. We need to understand who they are in their day-to-day lives? What are the problems they seek to solve with their purchases? What are their challenges?
And the best way to find out is by talking to your customers. In digital marketing, we call this process personas. Here is an example of the result of this work.
Note that when talking to our customers, we can identify some personas (ideally 2 to 4), making it clear who is on the other side and how we should connect with them.
With this we can move on to the second step.
What is the purchasing journey like?
Every purchase is actually a search to solve or anticipate a problem. When we evaluate teeth whitening, we are not buying a 10% carbamide peroxide-based teeth whitening gel. We are buying a beautiful and attractive smile. We are not buying a car. We are buying comfort, safety and status.
One way to identify your customer's purchasing journey is to divide it into 3 stages:
Recognition: The first step is to identify the “problem” or risk. For example, getting married and not wanting to “make a fool of yourself”.
Solution: When we identify a problem, there are several ways to act on it. At this stage, we will raise hypotheses. In our example, teeth whitening could appear as one.
Decision: Once it is clear that this is a viable solution, we will look for the provider who will solve this problem. Still in our example, this is when we will search on Google for “teeth whitening in Curitiba” and find the dentist who will solve our problem.
Understand that your business may have several purchasing journeys for each persona. Each journey is an opportunity to identify where I need to be to be an option and what communication I need to have to serve this audience.
In fact, you don't need an agency or a professional to carry out your communication. Furthermore, no one knows your audience better than the entrepreneur himself .
But this does not mean that digital marketing for entrepreneurs should be carried turkey phone number data out without planning and without quality. This is what will directly impact the result. A job well done is what will make the difference between you investing R$5 and receiving R$50 or investing R$5 and receiving R$1.
The way to choose and buy is the same
The importance of planning and executing digital marketing for entrepreneurs is the same as marketing in the physical world.
When we evaluate something to buy from someone, our subconscious looks for signs to avoid risks. In the real world, when evaluating a restaurant, we notice the cleanliness of the place, the hygiene of the waitresses, and the care taken with the customer. To our brain, these are signs that the place is safe.
Look at this example. If I were to invite you to lunch and I were to pay for your lunch, where would you choose to go?
The choice is unanimous, but if I told you that the food in option 2 is made with more hygiene and quality than in option 1, you wouldn't believe me, right? The fact is that we draw several unconscious conclusions that already make the decision for us based on our tastes and our past. The reason would only be to justify what our emotions have already chosen.
On the internet, it works the same way. The quality of the image in the post, the relevant and well-written content, the comments from other people, and the service provided after we leave contact are great signs of credibility that provide security when making a purchase.
These perceptions that people gain through your website, social media and posts have the power to make your small business look like a multinational. The opposite can also happen. Big companies can look small on the internet.
Ok and how do we do this?
If our role is to connect your company with your audience, the first step is to understand who they really are.
This goes far beyond knowing age, gender and marital status. We need to understand who they are in their day-to-day lives? What are the problems they seek to solve with their purchases? What are their challenges?
And the best way to find out is by talking to your customers. In digital marketing, we call this process personas. Here is an example of the result of this work.
Note that when talking to our customers, we can identify some personas (ideally 2 to 4), making it clear who is on the other side and how we should connect with them.
With this we can move on to the second step.
What is the purchasing journey like?
Every purchase is actually a search to solve or anticipate a problem. When we evaluate teeth whitening, we are not buying a 10% carbamide peroxide-based teeth whitening gel. We are buying a beautiful and attractive smile. We are not buying a car. We are buying comfort, safety and status.
One way to identify your customer's purchasing journey is to divide it into 3 stages:
Recognition: The first step is to identify the “problem” or risk. For example, getting married and not wanting to “make a fool of yourself”.
Solution: When we identify a problem, there are several ways to act on it. At this stage, we will raise hypotheses. In our example, teeth whitening could appear as one.
Decision: Once it is clear that this is a viable solution, we will look for the provider who will solve this problem. Still in our example, this is when we will search on Google for “teeth whitening in Curitiba” and find the dentist who will solve our problem.
Understand that your business may have several purchasing journeys for each persona. Each journey is an opportunity to identify where I need to be to be an option and what communication I need to have to serve this audience.