Digital Marketing Strategy
Posted: Mon Jan 20, 2025 9:46 am
This client that we are analyzing today has been operating since 2013 offering Software services for Health Centers in Spain, from where it has made the leap to LATAM and Italy. With a predominantly online sales channel, its digital marketing strategy has always been based on the Online Channel.
They began working with our agency shortly after it was established through various Digital Marketing services including SEO, SEM, Social Networks, Web Design, Web Programming, Web Analytics and Content Marketing.
Beginnings always cost a little more, especially in SEO, where our starting point with the client was the end of 2015, when there was hardly any traffic (start of the graph).
To get to this point, we went through different phases within instagram database we can consider an Inbound Marketing strategy focused on:
Attract: The main pillar of Inbound Marketing is attracting traffic to the website. This acquisition is done through various digital marketing channels that we will describe in depth later. Based above all on a content and SEO strategy to reinforce its visibility.
Convert: Once we have traffic and we see that by 2017, traffic is increasing and we have surpassed 30,000 monthly organic visits, the goal is to convert those users. To do this, we use web analytics, through which we analyze and differentiate between two types of keywords:
Transactional Keywords: These are keywords that carry an inherent purchase intent, like any other keyword such as “buy,” for example. These terms, in turn, are more expensive in PPC strategies such as Google Adwords, since if a term brings conversions, there will be more people willing to bid on it and its cost will automatically increase.
Informative Keywords: These are those that do not have a clear conversion objective and are therefore cheaper in Adwords, an example would be “what is clinic management software”.
During the Analytics service, we differentiate, as we mentioned, between the terms that converted and those that did not, in order to determine the different KPIs to analyze and measure the conversion rate. Not the total rate for the site, but specifically those of its URLs with a probability of conversion.
Let's take an example. A website receives 20,000 views to very informative pages with a practically zero probability of conversion, while the remaining 10,000 bring traffic for keywords that cover very specific search intentions of the users. Wouldn't it make more sense to separate them and see the conversion rate by URL type, differentiating between business URLs for example and blog URLs? Well, said and done, we work precisely on that part.
We now have more realistic traffic and conversion data differentiating between these types of traffic.
Relate: Not all the leads we generate on the web are ready to convert and buy one of our products or services. To give you an idea, around 3% of your entire market is really looking for a way to solve their need, or has reached the point of wanting to make the purchase. To improve on this point, there are two types of advertising that work well and we use in the strategy:
Display Network: Through this type of advertising, we will generate impacts on users and therefore brand recognition of the site.
Remarketing: A very complete tool. It allows us to re-engage with a client who has been on our website and has not converted within a day or hours with banners and specific advertising to improve their purchasing process. We improved total conversions with this client by 14% by including campaigns on this network, but it was not only through remarketing, but also with campaigns around it.
They began working with our agency shortly after it was established through various Digital Marketing services including SEO, SEM, Social Networks, Web Design, Web Programming, Web Analytics and Content Marketing.
Beginnings always cost a little more, especially in SEO, where our starting point with the client was the end of 2015, when there was hardly any traffic (start of the graph).
To get to this point, we went through different phases within instagram database we can consider an Inbound Marketing strategy focused on:
Attract: The main pillar of Inbound Marketing is attracting traffic to the website. This acquisition is done through various digital marketing channels that we will describe in depth later. Based above all on a content and SEO strategy to reinforce its visibility.
Convert: Once we have traffic and we see that by 2017, traffic is increasing and we have surpassed 30,000 monthly organic visits, the goal is to convert those users. To do this, we use web analytics, through which we analyze and differentiate between two types of keywords:
Transactional Keywords: These are keywords that carry an inherent purchase intent, like any other keyword such as “buy,” for example. These terms, in turn, are more expensive in PPC strategies such as Google Adwords, since if a term brings conversions, there will be more people willing to bid on it and its cost will automatically increase.
Informative Keywords: These are those that do not have a clear conversion objective and are therefore cheaper in Adwords, an example would be “what is clinic management software”.
During the Analytics service, we differentiate, as we mentioned, between the terms that converted and those that did not, in order to determine the different KPIs to analyze and measure the conversion rate. Not the total rate for the site, but specifically those of its URLs with a probability of conversion.
Let's take an example. A website receives 20,000 views to very informative pages with a practically zero probability of conversion, while the remaining 10,000 bring traffic for keywords that cover very specific search intentions of the users. Wouldn't it make more sense to separate them and see the conversion rate by URL type, differentiating between business URLs for example and blog URLs? Well, said and done, we work precisely on that part.
We now have more realistic traffic and conversion data differentiating between these types of traffic.
Relate: Not all the leads we generate on the web are ready to convert and buy one of our products or services. To give you an idea, around 3% of your entire market is really looking for a way to solve their need, or has reached the point of wanting to make the purchase. To improve on this point, there are two types of advertising that work well and we use in the strategy:
Display Network: Through this type of advertising, we will generate impacts on users and therefore brand recognition of the site.
Remarketing: A very complete tool. It allows us to re-engage with a client who has been on our website and has not converted within a day or hours with banners and specific advertising to improve their purchasing process. We improved total conversions with this client by 14% by including campaigns on this network, but it was not only through remarketing, but also with campaigns around it.