At a time when there are a large number of businesses with online presence trying to get some prominence, it is of utmost importance to develop a roadmap based on an efficient digital marketing strategy.

There are different online channels through which we can attract potential customers and offer our products and services, such as a website, social networks or email. However, it is important to take into account when generating content in these channels, the type of customers we want to attract, in which channels each customer is found and the objectives we want to achieve. All this we have to define in our digital marketing strategy.

As we know that developing a digital marketing strategy can sometimes be complicated, we have interviewed the specialist in digital marketing and social media, Miguel Florido. He will explain in detail the key factors to improve our marketing strategies and online presence in order to increase sales of our e-commerce.

1. In such a digital world where online presence is fundamental, what do you think would be the key to achieve a good web positioning?

The first step would be to be clear about the roadmap my project needs. We have to work on a marketing strategy. In this case, if it were an e-commerce, it would be focused on working on organic positioning, local positioning, advertising strategy. We have to work on Google shopping, we have to work on Google Ads, because in the end the customer will mainly look for us in the Google search engine, which is the main source of traffic. Therefore, if we have organic, local and advertising presence, we will have a great visibility, we will attract qualified traffic for those products.

If I want to position myself, as a project, the first thing I have to think about is what kind of customer I want to attract and what channels those customers are in.

2. What is a sales funnel and why is it efficient to achieve sales?

A funnel can be as much as I have an e-commerce and I have a lead magnet in that e-commerce that for example is a discount. And those people who sign up through that discount I put them in a sequence of emails, with the objective of converting them into sales. That can be, in this case, a sales funnel. But a sales funnel can also be a sequence of emails that I use to recover abandoned carts.

In the case of an e-commerce, it is very important to work on this email marketing strategy by working on one or N funnels, as many as necessary.

3. What marketing techniques do you think are essential to implement a digital strategy? 

Suppose I am a business and I am going to make the leap to the Internet, what strategies would I work on? Obviously if I am a local business and I am going to make the leap to a digital level, I would work on local positioning. It is to work the Google My Business listing, work the reviews, work them and position yourself. When someone is near your business and searches for your business or something similar, you're going to show up. So it's super basic, simple to work and that's the first thing we have to do. Then, if I want to work, I would also work on organic strategies, because obviously I want to work on organic positioning and SEO.

4. What specific strategies could SMEs apply to get more clients on social networks? 

If you are going to work on social networks, the first thing to think about is that sharing content on social networks is not having a social network strategy. If I want to work on customer acquisition, I would first stop to think about what social media strategy my project needs when working on it. So, I would work the social networks in a professional way, with a well-done and well-thought editorial calendar, that we go attacking the different audiences and different intentions.

5. What elements should a copywriting in an e-mail marketing strategy have to be effective? And what are the most common mistakes that SMEs make in their e-mail marketing strategy?

The main thing would be to design a strategy, because of course, having a newsletter... Yes, yes, I send a newsletter and every week I send an email. That is not having an email marketing strategy.

It is very important, not only to work on the copy, but to know different strategies at the copy level and at the funnel level, which I will apply to this email marketing.