Category Archives: Marketing

Do you still feel like your operation is stuck, with many bottlenecks and difficulty producing more efficiently? Maybe it’s time to implement Agile Marketing and boost productivity in marketing.

Agile methodologies add more assertiveness and speed to adapt to an increasingly volatile and competitive world . Read this content until the end and check out tips on how to implement this methodology in marketing.

Agile Manifesto: The Beginning of Agile Methodology

In 2001, a group of 17 people met to discuss new approaches and improvements in project management.

This is how the so-called Agile Manifesto came about , which despite many methodologies being prior to the date of its creation, it was there that 4 values ​​that guide the method were established and consolidated , they are:

1. Communication: individuals and interaction between them more than processes and tools;
2. Practicality: Working software rather than comprehensive documentation;
3. Alignment of expectations and collaboration: collaboration with the client and project members rather than contract negotiation;
4. Adaptability and flexibility: responding to change rather than following a plan.

In addition to these 4 essential pillars above, there are 12 principles of the agile manifesto . This guide has become world-renowned for guiding actions and helping in the choice of methods and tools to optimize results:

1. Satisfy the customer with fast and continuous deliveries;
2. Flexibility to accept changes at any stage of the process, even if late;
3. Deliver software more frequently and in the shortest timescale ;
4. Align those involved in the projects . Managers and developers should talk daily throughout the project;
5. Provide a healthy environment, support and confidence to keep the team motivated ;
6. Working software is the primary measure of progress;
7. Maintain a constant and continuous pace of development ;
8. Continuously pay attention to technical excellence and good design to be more agile;
9. Simplify to have a routine guided by efficiency;
10. Provide autonomy and confidence for teams to organize themselves;
11. Evaluate effectiveness at regular intervals to adjust and refine important design points .

What is Agile Marketing?

Agile Marketing is a work methodology that consists of adopting more efficient work methods . That is, creating marketing strategies and campaigns based on short and precise processes and creation cycles.

The main idea is to react quickly to changes and challenges imposed by the market. In addition, another important factor is to create a continuous cycle of learning, implementation and measurement to avoid waste throughout the process.

5 benefits of implementing agile management in marketing

Agile methodologies are fully connected to the mindset . Therefore, they shape the way a team thinks, acts and executes in the company.

According to the 3rd Annual State of Agile Marketing Report , 41% of marketers report using Agile today, and of those non-users, 42% plan to adopt it .

Whatever your current situation, check out the reasons to implement this methodology in your daily life.

1. Increases productivity

Wasting time on meetings that could be an email or projects that do not contribute to achieving strategic objectives can hinder your deliveries.

And according to The State of Agile Marketing report , increasing productivity is the top reason to adopt agile marketing .

In other words, this is proof that if you don’t invest in improving your productivity, your competitors probably will or already will.

2. Reduces costs

Time is money is a maxim we have always heard. And if you can manage your business more quickly and efficiently, it is quite possible that cost reduction will be one of the first benefits your team will generate.

Agile methodologies value organizing processes, analyzing and measuring results . Therefore, if an initiative is not working, the best choice is to rethink the investment of time and money in it.

3. Focus on the consumer

It may seem like a cliche, but teams that focus on customer experience achieve more sales and build customer loyalty . This is extremely relevant in such a competitive market.

Marketing is often focused on the brand’s products/services, but it can forget about the people who matter most: its target audience who buys.

The way your consumers react to launches and consume your products/services can help you adapt your strategies.

4. Easy adaptation to changes

The philosopher Heraclitus of Ephesus once said that the only constant is change. The increasingly volatile and fast-paced world means that those who do not adapt are out of the game.

And this is the essence of agile marketing. This methodology understands that changes always happen. And so, instead of making rigid plans with a longer time frame (6 months or 1 year), it is recommended to focus on flexible plans, which must react and change according to the moment .

5. Enhances communication

According to research by the Content Marketing Institute , the biggest challenge for 53% of marketing professionals is communication between teams .

And one of the pillars of agile management is to always bring your team together in quick but constant alignments.

This way, it is possible to check how activities are going, share challenges, tests and some results.

In addition to putting everyone on the same page, the routine becomes more transparent and provides better strategic visibility among the internal team.

How to implement Agile in practice

Over the years, agile management has gained frameworks, which are working models for applying the methodology in practice.

To implement one or more of these in your team’s day-to-day activities, you need to consider a series of factors, such as the adaptation of your team and the business model (if it makes sense for your brand). Check out some models:

Kanban

The term of Japanese origin is a visual management system for controlling tasks and workflows through the use of columns and cards, simplifying activity management.

It is usually divided into three columns where you should place your activities as “to do”, “doing (or in progress)” and “done”. This visual structure helps you have more control over the steps and projects that have been requested.

Lean

This method has become established in the startup universe and consists of working with leaner projects, with its main focus being on eliminating waste during execution .

MVP comes from the Minimum Viable Product . In other words, the more functional the version of the product (or project), the easier it is for the company to validate and test projects to identify positive and negative points before investing more time and effort to put the complete version on the market.

In a marketing campaign, the KV (Key Visual) can be considered an MVP, as it is a single piece that works as a guide, representing the essence of the project. This way, the marketing team does not need to redo all the necessary pieces due to rejections.

In short, this method is recommended for validating ideas and hypotheses and consists of three steps, which are building, measuring and learning .

Scrum

One of the most popular methods, developed by Ken Schwaber and Jeff Sutherlande, has the main objective of assisting in the management and development of projects that have a short delivery deadline.

In practice, Scrum works by creating cycles, known as sprints , which are the time intervals for the development of each stage. At the end of each stage, there is a review of the tasks for validation. It is only after this that the team begins the next cycle.

In this methodology, it is important to distribute responsibilities. Therefore, there is the role of the project owner ( Product Owner , or simply Owner ), who will be the main person responsible and will make the main decisions about the development of that project.

SMART

Without setting goals, the path to growth tends to be foggy and confusing. Therefore, this method is ideal for creating more realistic and tangible goals. After all, goals that are too far from current reality tend to demotivate your team. Its 5 pillars are linked to each acronym , learn more:

S – for Specific : First of all, your goal needs to be specific, that is, very clear and straightforward. Address one point at a time, after all, too many ideas at the same time can be confusing and give rise to misinterpretations.

M – for Measurable : your goal must be measurable and quantifiable. Without data to demonstrate the value of your work, all your effort can be nullified. Numbers are essential to prove reality.

A – for Attainable : it is essential that the objectives are achievable . This way, as previously mentioned, your team will not become demotivated for not being able to achieve impossible goals at the moment.

R – for Relevant : your goal needs to be relevant . That is, it needs to have an impact and truly change the company’s direction. Be careful with vanity metrics so you don’t get lost.

T – for Time-related : set a deadline for project delivery. This way, you avoid procrastination. This way, your team can focus and be more effective in projects and results.

Marketing campaigns are the most accessible and appropriate tool of contact with the market for most companies to reinforce their position and acquire new customers. In addition, a good campaign can tap into a new target audience for the business, boost its sales, impressions, and influence as well.

WHAT IS A MARKETING CAMPAIGN

Marketing campaigns are promotions having a start and end date that are designed to achieve a certain objective.

Establish a precise, unambiguous aim. This is the most crucial step in developing a campaign. Even if your objective is as straightforward as raising sales for the month of October, it still has to be well-defined. Your odds of succeeding in reaching your objective increase with its specificity.Being specific can help you focus and save time with your methods.

Therefore, successful marketing campaigns are more than just ads. Complex campaigns utilize multiple media, use a sequence of messages over an extended period of time, support positioning, define a brand experience, and handle campaign fulfillment and sales.

PRIMARY PLAN FOR A SUCCESSFUL CAMPAIGN

Before starting a marketing campaign, it is necessary to define some things. And this is what often makes the entire subsequent process easier. This organization and pre-definition – as if it were an outline – helps and guides you to achieve your goals.

And these presets are:

ADVERTISEMENT : Think about the most effective tools to promote your campaign. Word of mouth, point-of-sale signage, email marketing and social media are all great starting points – choose the tools that work best for your business .

IDEA OUTLINE : You want to make sure your campaign has a clear call to action. So, a call to action encourages people to take a step forward with you. Your call to action can be anything. No matter what it is, make it clear and easy .

GOAL PLAN : Your campaign should have a start date and an end date. Use a calendar to plan  actions for each important date and task. Set dates and goals, and as the campaign progresses you can evaluate what is going well and what is not.

8 STEPS TO CREATE A SUCCESSFUL CAMPAIGN

Create a Campaign Success Recipe: not as easy as a post on creating the perfect campaign. And we know that. But, with these eight steps, we believe you will be near success!

1. ALIGN YOUR GOALS

Plan your campaigns such that you meet your annual revenue and volume goals. For instance, suppose you want to get 100 new customers. Calculate how many leads you need and when you’ll need them.

For example, if you are B2B, your sales team might generate 30% of their leads through prospecting; the rest could come from telemarketing, email, social media, direct mail, search marketing, webinars, trade shows, etc.

2. COMBINE YOUR IDEAS WITH YOUR STRATEGIES

Identify all the business goals that will require marketing support . You may need campaigns to generate and nurture leads, to sell directly and through a specific channel, or even to market to existing customers.

So, evaluate ideas and options-traditional sales activities, Internet marketing, social media, telemarketing, content marketing, email, advertising.-determining which ones work best for achieving a specific objective.

3. DEFINE AND TARGET YOUR TARGET AUDIENCE

You can speak directly to your potential customer through much more specific targeting and increase your response rates in the process. That is to say, by targeting your campaign to the desired audience, you have a higher chance of success.

Our suggestion for this step is to carry out extensive research on the public and their way of consuming.

4.SUCCESSFUL CAMPAIGN: HAVE A MAIN MESSAGE AND A CALL-IN

If you are detailing every little thing about your offer, it’s enough to drown the would-be customer. Be creative-these days, our market is daily bombarded by ads and messages; therefore, attract them and captivate them.

5. LOOK AT YOUR BUDGET AND DEFINE A ROI

Projecting your marketing ROI (Return on Investment) is a powerful exercise that requires you to think about and estimate the results of your campaign’s important metrics :

• Impressions or exposure to your campaign creative
• Conversions or those that take action from the impression
• The steps needed to go from a conversion to a customer
• The number of units sold and the profit from each
• Your campaign budget items
• The estimated ROI of your campaign

6. SUCCESSFUL CAMPAIGN: ANALYZE THE CAMPAIGN’S TOUCHPOINTS

Your fulfillment processes can make or break your closing rate, so be sure to outline your needs.

For example, if you are running a campaign where potential customers request a software demo and it is delayed or cannot be delivered for some reason, your potential customers may lose interest as a result.

So, be careful when publishing a campaign that could harm your relationship with leads. Or that your team or product are not prepared to meet the demands that a campaign may generate.

7. BE CONSISTENT IN YOUR MARKETING CAMPAIGN

8. SUCCESSFUL CAMPAIGN: TESTING AND IMPROVEMENTS

Even on a small campaign, you can evaluate your ad, copy, list, or other factors before spending your entire budget .

Choose a subset of your materials or two versions of an ad. Test them in small quantities and choose the best one for launch. Then, you can test a second variable against the winner of the first test.

Keep your testing cycle going and track your results over time. You’ll improve your response rates and your return on investment .

It is a fact that investments in marketing strategies bring significant profits for the company in each segment. For this is not a secret, after all-be it small startups or large corporations-the realization of well-planned and targeted actions increases the visibility of the brand, strengthens its positioning on the market, and even improves communication with the target audience.

However, among the many sectors that can benefit from these practices, the environmental sector stands out as one of the most promising at the moment. This is happening because, as awareness of the importance of sustainability grows, more and more companies are seeking to incorporate environmentally responsible practices into their processes ⎯ a movement that opens up new opportunities for the evolution of businesses that provide this type of service or offer related solutions.

This is precisely where marketing emerges as a powerful tool to promote these organizations, allowing them to communicate what they do, how they add value in the market and how they can help other companies implement sustainability in their operations.

However, if you are still not convinced that this is a good option for your business, continue reading and discover 4 reasons that prove that investing in marketing for environmental companies works.

Marketing and the market: what opportunities are available for environmental companies?

Before understanding why marketing is so relevant in this field, let’s look at the market, after all, nothing better than numbers to prove facts, right?

Well, today we live in a global scenario marked by extreme weather events, which highlight the urgent need for a change in behavior and a review of “old” business practices based on the linear model. In addition, the rise of ESG (Environmental, Social, and Governance) guidelines is also highlighting sustainability as a fundamental pillar for the success and longevity of organizations in the most diverse segments – in fact, there are already several studies that support these statements.

According to data, 57% of executives stated that they are in the process of redesigning their business models to be more sustainable, and this movement is still accompanied by a series of concrete actions: more than 80% of industries have adopted measures to reduce waste generation, energy consumption and water use, seeking not only regulatory compliance, but also operational efficiency and environmental appreciation.

These figures show that the search for environmental solutions is and will probably continue to be on the rise in the coming years, opening up space for service and solution providers within the environmental sector to stand out in the market and support companies in other segments to achieve their sustainability goals.

4 reasons that prove how valuable it is to invest in marketing strategies for environmental businesses

When we think about marketing strategies for environmental companies, we are not talking about just any action, but rather tactics that are consistent with the way these companies operate and that can demonstrate the real value of their solutions.

Inbound and flywheel , for example, are two options that show great promise in this scenario. In practice, while inbound has the potential to attract qualified leads while also favoring brand consolidation in the most relevant online media outlets, the flywheel is implemented to manage these entries and improve conversion rates through good customer experience.

It is also worth remembering that both actions can be combined. By adopting a flywheel approach together with a robust content strategy focused on inbound marketing, environmental companies can improve their positioning in Google search rankings and establish themselves as references in the market, attracting new customers and boosting their results.

Having said all that, you can now briefly understand why investing in these strategies is so valuable, right? But the advantages don’t stop there and also include:

1. Building authority and trust

Only those companies appear to convey the value of their services or products will carry credibility with them. The organizations will publish case studies, environmental impact reports, and other informative content and will enable a consumer and other stakeholders to believe in it. More customers, strategic partnerships, and greater support from the stakeholders will benefit a business in its market when they are seen as leaders in that market.

2. Product differentiation from the competition

It could be easier to stand out in the market when proper marketing strategies come into play, and that is precisely the case with environmental companies, which can easily bring to the fore their competitive advantages along with the benefits associated with their service, through content published. This competitive edge then becomes the decider within consumers’ choices because they can clearly see how a particular solution meets exactly what they are looking for.

3. Increased profitability

As we have already mentioned, inbound marketing is a tool to increase the output of qualified leads, or those who are not just interested in what your company offers but likely to convert into real customers. However, this gain unfolds into a more efficient sales funnel with a higher conversion rate and a better ROI, or profitability.

4. Benefits for the society and environment

Lastly, investment in marketing brings benefits for the business, but also for the society and environment. The environmental companies highlight how sustainability may be achieved and applied in everyday life of corporations, yet at the same time they benefit the society and society by raising public consciousness about these issues and inducing responsible behavior.

This contributes towards the making of a more informed society since it engages in the fight against climate change and other challenges which are still present in the preservation of natural resources.

Every business needs to increase its lead base, after all, they are the future customers who will continue the business .Sales represent the company’s livelihood, so working on attracting and capturing leads is essential for sustainable progress.

But although this observation is simple and accurate, the way to put the search for new leads into practice still generates doubts and curiosity in many people.

After all, where do you start attracting potential customers, how do you open new avenues for capturing customers and maintain an ever-growing lead base?

Well, the task is not so simple but also not so complex that a good strategy cannot meet it.

Below are 4 simple tips on how to increase leads.

How to increase leads with 4 tips

Before we start with the tips, it is worth mentioning that knowing how to increase leads involves analyzing the profile of the business and the target audience .

This is because capture techniques must first consider these factors, that is, the expectations of potential customers and the way in which they are impacted by interaction with brands.

Therefore, the first essential step is to know your persona very well.

Now, let’s move on to the following topics to learn more general tips on how to increase leads.

Offer quality content on your channels

Any entrepreneur who is well-informed today knows the value of informative content in their relationship with consumers.

People are increasingly critical and in search of information and education. Before closing any deal directly in the store, they tend to research the brand’s value on the internet.

And this analysis is not just about glancing through the website, but about an in-depth search to check the company’s reputation and its authority, or lack thereof, in the segment in which it operates.

Therefore, when we talk about how to increase leads, producing relevant content should be one of the main strategies .

Build your website and other channels representing the brand with exclusive materials that bring valuable information to the public, that are capable of answering their questions and demonstrating that the company is not only inclined to sell, but also to educate and address the pain points of its potential customers.

It is important that this content offers links to websites that are references on the subject covered, and don’t forget the keywords and the entire structure focused on SEO techniques.

After all, we know that after building an excellent channel, you need to take it to the top of the search engines 😉

Invest in rich materials

Still on the subject of content, we couldn’t fail to mention rich materials not only as bait for capturing leads, but also as a tool for nurturing them once they’ve been captured.

After all, what would be the point of acquiring a large lead base without knowing how to maintain it?

Rich materials are denser content with different formats to provide the lead with more in-depth information .

These are ebooks, white papers, podcasts, videos, etc.

This type of material is one of the most recommended today to help leads follow the purchasing journey in a conscious and engaged way.

Focus on the structure of landing pages and forms

Knowing how to increase leads also involves taking care of the structure of the elements responsible for leading the website visitor to the page that will capture their contact details.

That is, the transition that leads you to actually becoming a lead.

These elements are the landing pages and the forms contained within them. Upon arriving at this landing page, the visitor must be faced with a succinct and effective form .

Many people give up filling out the form because it asks for too much information, which they consider unnecessary, and it certainly is.

Therefore, focus on creating an objective form that only requests essential information to feed the marketing and sales base .

Once completed, don’t forget the thank you page.

CTA and Copywriting

These elements are also crucial when taking the visitor to the data capture page.

Remember that a CTA is a call – visual or textual – that aims to take the reader or visitor to a specific page to perform some action.

Copywriting, in turn, refers to the use of the correct words to communicate with your audience, with the aim of guiding them to make a decision.

Do you notice the similarity in their functions?

The intelligent combination of these elements can quickly and efficiently transform your visitor into a lead.

So focus on locating your CTA in a strategic part of the website , use conversion colors that are eye-catching but don’t drive people away, and use action verbs that are sufficiently engaging.

Lead attraction: the path to success

As we said in the introduction, sales are one of the foundations of every business.

That’s why knowing how to increase leads is the goal of many business owners, after all, the base needs to be sustainable and continuous.

The success of the task, as we have seen, depends on the correct techniques based on the profile of the business and its audience .

Therefore, after an in-depth study of your segment, remember relevant content, rich materials, strategic landing page structure, CTA and copywriting.

Lead scoring has helped companies invest in more assertive strategies when the challenge is to nurture potential customers. The right technique can help your business move towards success!
Anyone who works in sales knows how challenging and crucial the task of transforming leads into customers is.
For this reason, several techniques have been developed to improve this process, that is, to enable companies to see and explore business opportunities with greater direction.

After all, scoring tools focus on understanding the consumer’s purchasing journey and what makes a lead closer or further away from purchasing.

With this broad and strategic vision, it becomes possible to nurture it throughout the attraction and negotiation process based on concrete data regarding its behavior.

Sounds interesting?

So check out this content to see how lead scoring can help your company’s sales!

Learn how lead scoring came about and understand how it works

Lead scoring is nothing more than a way to classify your potential customers according to points.

This technique is used to filter the contact information of those who have shown interest in the company’s products or services and, thus, initiate and maintain a targeted relationship, focused on conversion, with the leads that are most likely to close a deal.

Lead scoring is defined according to the affinity of the lead’s area of ​​activity with your company. In addition, important elements such as purchasing decision power (position), for example, are also considered.

Imagine that there are two leads, one an intern and the other a director of a large company in the sector. Now think about it: which one has more autonomy to make the decision?

Using profile data like this, each match of interests is given a score (point) and those with the highest score are the ones most likely to become effective customers.

Lead scoring emerged alongside digital marketing and the need to approach leads in a strategic and focused manner, rather than shooting in all directions as was usually done in traditional marketing.

The advantages of lead scoring for your company

After understanding the lead scoring functions and how they came about, it’s time to look at the main advantages that this technique can provide to your company.

In general, we can point out that lead scoring allows the marketing and sales team to identify which leads should receive more technical, specific and conversion-oriented material, while others still need greater education about the market.

Check out other advantages of adopting lead scoring in your business.

Cost reduction

When investing in lead scoring, the company spends less on sales and marketing demands.

This is because both teams will spend less time and resources preparing and approaching leads to have the same or higher conversion rate than they had before.

This means reducing CAC (customer acquisition cost) by shortening the average sales cycle time and spending less on inputs to win over each consumer.

After all, by identifying which lead is closest to closing a deal, efforts become more targeted, eliminating the need for generic and massive strategies.

Greater productivity

The time saved in the sales cycle can be used by the professionals involved to generate new business and retain customers who have already converted.

The marketing team will be able to focus their efforts on the leads that are closest to the ideal score, but will still have room to follow up on the others.

This way, you can generate and prepare a smaller number of leads for the sales team to approach, after all, these leads will already be “hot”.

This means that the sales team will not waste time approaching leads that are not close to making a purchase, and can instead focus more on the right strategies aimed at consumers who are closer to making a decision.

Application of more efficient strategies

To generate and nurture potential customers, it is necessary to have a series of strategies in action.

Content marketing and nurturing flows, which are also part of Inbound Marketing, are ways of bringing leads closer to the company.

Let’s also not forget that it is now possible to invest more accurately in social networks and invest precisely in email marketing.

As your lead scoring process gains strength, it is possible to apply a type of macro analysis to identify, for example, which content was most successful among leads that made a purchase and which ones need to be readjusted with a focus on conversion.

Sell ​​more with lead scoring!

In today’s content, we saw how lead scoring can be used to classify and segment leads that, in some way, approached your business and, thus, relate to them more assertively based on scoring criteria.

Therefore, we already know that it is the practice of classifying leads through a score based on their profile and affinity with the business in question .

The advantages focus on a more optimized and focused conversion. That is, lead nurturing starts to happen in an effective and strategic way.

Personalizing the relationship with your customer and being able to offer targeted communication to them is one of the keys to a successful business.Furthermore, we live in a time of “permission marketing”, that is, it is necessary to attract the consumer’s attention and provoke a desire for information, without them feeling bothered by your message.

Therefore, customizing and targeting the message at each stage of the consumer’s purchasing journey has become essential.

Collecting data from your leads, understanding their intentions, maturity stage, etc., is essential for successful and engaging interactions on both sides.

To better understand the needs and profile of your potential customers and how they are interacting with your company, increasing the efficiency of your sales strategies, you can use lead tracking.

By the way, do you know what lead tracking is and how to use it? Check out the content below and make sure you follow every step your potential customer takes towards your business.

What is Lead Tracking and why is this technique so important?

As you may already know, within Inbound Marketing and other Digital Marketing strategies, every visitor who shows interest in your product is categorized as a lead.

This is because, whether through a message sent to the company’s chat or filling out a landing page, the person shows that they want to know more about your segment and/or service, and can therefore be considered a potential customer.

But for this possibility to become a concrete business, you need to continue nurturing the lead with relevant content to make them advance in the purchasing journey through your sales funnel.

Remember that a sales funnel is a strategic model of attraction, nurturing and conversion that aims to monitor and encourage the purchasing journey from the customer’s first contact with the company until the deal is closed.

And it is precisely to measure whether the contact is being well nurtured, educated for the market, and becoming a qualified lead that we can count on lead tracking.

But what is lead tracking?

Lead tracking is nothing more than a feature within marketing automation tools that allows you to track your lead’s behavior.

In other words, it is able to identify whether your lead has read content on the blog, opened your marketing emails and even downloaded complementary educational materials, or whether they have done none of these things.

Now, there’s no need to even talk about why this type of instrument is important, right?

After all, it is clear that from the data collected you will be able to strengthen the actions that are producing results and identify those that are not generating engagement in the lead, thus being able to adjust the strategy.

How to track the maturity of your lead

Although Google Analytics is one of the most popular tools for measuring the performance of digital marketing actions, it does not offer lead tracking as a feature.

However, you can find several marketing automation platforms on the market that offer, among other features, a module for lead tracking.

And to monitor how your leads are developing and interacting with your messages and channels, simply add the desired actions for analysis to the tool’s settings, such as email clicks, form conversion, content accessed, etc.

Additionally, it is also possible to schedule actions to ensure nutrition with the appropriate frequency; you can create a sequence of emails for those who click on a certain link and even notifications based on a specific action.

With such efficient and complete automation, your team doesn’t miss a single completed action from your qualified lead base and, therefore, optimizes the marketing and sales strategy in the customer acquisition process.

You already know about lead tracking. Focus on qualified leads!

In today’s content, we saw how lead tracking can help your marketing team communicate more assertively with potential customers.

This is because lead tracking allows you to monitor the most important pages on your website and interact in a personalized way with your leads, based on their behavior throughout the purchasing journey using concrete interaction data.

Nutritional marketing is especially important to propose a healthy product for which there is an increasingly conscious audience that wants conscientious food choices.

Ergo, effective strategies not only inform but captivate the consumer seeking healthy and balanced options.

Nutritional marketing research, therefore, offers not only the opportunity of marketing your products but also to contribute to healthily building consumers’ eating habits.

Do you want to know more about practices and benefits from nutritional marketing? Follow our content and discover how to reach a more aware and engaged audience.

What is nutritional marketing?

Nutritional marketing is a promotional strategy that focuses on the promotion and marketing of food products with a focus on their health and nutritional benefits.

This would involve not only the physical attributes of food but inform of their nutrient values, functional properties and the beneficial health effect on consumption.

Nutritional marketing is defined as the process of developing advertisements, labeling, and other promotional materials to attract attention to features like vitamins, minerals, fiber, low fat content, among other elements in foods.

The aim is to educate consumers on conscious food choice and then promote a healthy lifestyle.

Additionally, nutritional marketing can address issues related to:

• Specific diets;
• Dietary restrictions;
• Sustainability;
• Ethics in food production.

Benefits of nutritional marketing

Nutritional marketing offers a strategic and effective approach to promoting food products, highlighting their health benefits and contributions .

Because the practice goes beyond the simple marketing act because it is a dissemination of information that aims to make consumers more conscious of their choices when they go out to prepare food.

By adopting nutritional marketing, companies can highlight, instead of the physical characteristics of their products, the nutritional value that they provide.

It also aims to inform and inspire food choices aligned with a healthy lifestyle, for the benefits of individual health and for sustainable development.

We also consider that the practice of nutritional marketing is in line with the growing concerns of consumers in connection with the quality and origin of the food.

Therefore, by highlighting nutritional benefits, companies have the opportunity to gain public trust and build a positive image.

How to implement nutritional marketing

Now that you are aware of nutritional marketing and its advantages, it’s time to know how to apply the strategy.

Read our tips:

Detailed Nutritional Analysis

Nutritional analysis of food products is the first step in effectively applying nutritional marketing. This is because one needs to identify the nutritional values, ingredients, and specific characteristics of each item.

This approach provides a solid foundation for creating accurate and relevant messages for the target audience , making communication more assertive and reliable.

Have transparent communication

Transparent communication is crucial when implementing nutritional marketing. Providing clear information about the health benefits of products highlights how they contribute to a balanced diet.

Additionally, taking an educational approach allows the company to empower consumers to make the best decisions about their food choices.

Use multiple communication channels

To communicate with the target audience, it is necessary to identify where they are, this way the company becomes able to direct its efforts well and even outline ways to increase its visibility.

Social media , blogs and other online platforms offer significant engagement opportunities and serve as a bridge between consumer and organization.

It is worth remembering that, by reaching a wider audience, the company maximizes the impact of its campaigns, promoting awareness of the nutritional benefits of its products.

Build a relationship of trust

Implementing nutritional marketing should be centered on building trust and meaningful connections with consumers.

An educational and transparent approach creates a solid relationship between the company and its customers, strengthening the brand’s position in the market. This trust is essential to influence conscious and lasting food choices.

Educate and engage

Nutritional marketing is an essential tool for guiding consumers in their food choices.

By offering detailed product reviews, promoting transparent and educational communication, and utilizing multiple online channels, companies can strengthen their connections with their audiences.

Therefore, building trust through informative messages contributes not only to raising awareness about nutritional benefits, but also to forming healthier choices.

With this, nutritional marketing reveals itself not only as a business strategy, but as an agent of positive transformation in the contemporary food scene.

Growth Hacking is a growth approach focused on sales and marketing , through which companies can find ways to develop quickly.

Within this concept, there are actions focused on sales, marketing, customer service and much more. One of them is the pirate funnel, which seeks to maximize and optimize customer conversions.

The concept works as a path that interconnects: Acquisition, Activation, Retention, Revenue and Recommendation. Together, the 5 stages guide the potential consumer with dynamism and assertiveness.

This way, each person who comes to the company goes through a clear and quick journey, without the company losing quality and being able to achieve the desired results much more quickly.

Want to know more about the concept? Follow the content and learn everything about the pirate funnel and how to implement it successfully.

Are you thinking about using online chat on your website as a marketing strategy ? Good choice. This tool can help you achieve better results on your website, encourage sales and improve the customer’s shopping experience, making everything simpler and more accessible.

Chat is very useful to complement your sales and marketing strategies, as long as it is used correctly.

An online chat makes it easier for visitors to contact the company

To begin, let’s imagine the day-to-day life of two stores. In the first, the attendant is close to the customer, ready to answer questions quickly and help with the purchasing process. In the second, the attendant is far away and the customer has to look for him or her when they need any information about the product. In which of the two stores do you think the customer will approach the purchase? Certainly, in the first situation.

The same goes for online stores , corporate websites and other businesses that have their own website. Leaving a contact area where the person fills out a form and sends an email is no longer enough.

The response to this email usually takes a long time to arrive, and in the meantime, the consumer may give up on the purchase or choose a competitor’s product. Those who use an online chat as a marketing strategy easily solve this problem. Instead of going through a long process to find out something, your lead can simply send a message on the chat. It’s quick, easy, and replaces contact forms perfectly.

The more steps he has to take in order to reach the goal, the likelier it is that a lead will abandon his quest. To avoid having them click another button to fill out a long form or to open an email app in order to send a message, you would like to keep things as simple as possible. The optimal way to ensure this compulsory contact between the buyer and the company is chat.

IMMEDIATE CUSTOMER RESPONSES

In addition to being easy to get in touch via chat, it also allows for quick or even immediate responses. When using online chat as a marketing strategy, you can leave an automatic welcome message.

As soon as a lead lands on the page, they may read a chat message saying, “Welcome to website X, how can I help?” or “Want to learn more about our payment options? I’m here to help .” In other words, they know that there is someone available and ready to help.

In a connected world, online chat conversations bring agility to interaction. Those who use automation achieve this and increase website conversion rates. The customer has a problem, asks a question and receives an answer immediately. It’s much better than having to call or wait for a response by email!

Automation is great, especially for those looking to leverage online chat as a marketing strategy. It improves customer satisfaction and encourages them to make purchases safely.

More interactions than through other means of communication

Having an automated welcome message set up on your site through automation, as soon as the customer enters the home page, they see the message and remember that they would like to ask something about a product they saw on their last visit. At that moment, they type in the message, and the interaction starts.

Would the same happen if through e-mail? Doubtful, for not everyone will be willing to go all the way of starting a conversation via e-mail. It is easier to send the message through chatting.

Use that natural desire to chat as a marketing tool through online chat to get to know your audience a little better. The more the number of interactions would be the more amount of information regarding your customers and would-be customers.

Additionally, you can use chat as a way to engage your audience with your product. They feel welcomed when they realize that there is a consultant, or chatbot , available 24 hours a day to solve their problems. This improves satisfaction, trust and increases the chances of sales.

HELP IMPROVE THE WEBSITE AND SERVICE

Does your chat receive the same questions every day? Maybe some information was not clear on the sales page. Although online chat is there to solve this problem, it is best to review the website and make the information clearer. Chat is an excellent sales strategy, but the fewer questions the lead has at the time of purchase, the better.

In any case, it is thanks to the large number of interactions in the chat that you get information to improve your website. Even complaints serve as a guide to understand what is wrong and what can be improved for an excellent shopping experience.

Chat as a marketing strategy also helps to improve marketing itself. It allows you to test approaches and forms of communication with the customer in order to find out which ones are the most appropriate. All of this in a simple, quick and easy way for the customer. You are not launching an A/B test on a one-page sales website that takes a long time and is expensive to do, but rather changing the language of the chatbot. It is much simpler.

Ensures that the client goes ahead in the purchase funnel

Building a trustworthy relationship between the two parties is the best way to promote a transaction. This is what using online chat as a marketing tactic for your business does. It not only enhances communication but also gives the buyer greater assurance when making a purchase.

The reason is simple: instead of waiting for answers and having doubts about everything, the lead gets quick and efficient answers to their problems. In other words, they realize that the company is trying to help them at every stage of the purchase and that it is a reliable source. In the end, they are ready and equipped with the information they need to buy!

We see many Digital Marketing strategies working, generating good results and even becoming success stories! But there is another side to marketing, the one that no one sees and that few talk about, but that many experience: failure.

You may even be going through this right now, feeling frustrated with your Digital Marketing strategy, but the truth is that failure only happens when a mistake, or several mistakes, are made .

Have you ever stopped to think why your Digital Marketing strategy isn’t taking off? Could it be that something went wrong in the middle of the process? Sometimes it could be bad luck, but most of the time it’s because something needs to be redone or aligned. When this happens, it’s time to rethink! To help you find out if you’re making a mistake, we’ve listed 8 of the biggest mistakes that can lead your Digital Marketing project to failure .

Keep reading, we will help you identify the errors in your strategy and what to do to solve them!

1. NOT HAVING GOALS

If you have a defined Digital Marketing strategy but do not have specific, measurable, time-bound and realistic goals that can be achieved , it is impossible to know what your marketing is generating and if your efforts are paying off. It’s like doing each action just for the sake of it, so you don’t know what you want and what you want to achieve.

That is why, besides planning, you should define your objectives for your Digital Marketing strategy. For example: “generate 50 leads with the use of sponsored advertising in one month.” See how effective and easy for the team that will apply it to understand it is.

2. NOT DEFINING YOUR PERSONA

One of the most glaring and common mistakes marketers make: do you know who your activities are targeted to? Don’t you get it? Your marketing activities should be targeted at your consumer, but if you don’t know who they are in the depth, your strategy’s going to fail and you waste time and money on an audience that has no interest in buying from you. That is it.

Therefore, it is necessary to define the persona of your business. If you have more products or services and therefore several audiences, it will also be necessary to identify the ideal customer profile for your business.

With these definitions, the chances of your strategy working and generating results are greater because you will know how to direct your marketing and what material to produce to solve a persona’s problem or pain.

3. NOT UNDERSTANDING THE BUYING JOURNEY

Do you know the journey your customers go through until they buy from you? No?! That’s where the mistake lies: not knowing the steps your customer goes through. This creates a huge problem, because you won’t be able to deliver the material your lead needs at each stage.

And this is quite worrying, according to research by the Corporate Executive Board, 57% of the Purchase Journey is completed before the buyer talks to the sales department , and if you don’t know what stages your customer goes through, what problems they want to solve, considerations they make before purchasing, you won’t be able to create content that attracts them and makes them evolve in the purchase journey.

4. NOT KNOWING THE TOOLS AND PLATFORMS

Technology is a great ally for a Digital Marketing strategy, but not knowing the purpose of each tool, platform and social network that exists can make everything go down the drain: you won’t produce the right content and you won’t know how to use each one and explore everything it has to offer. The consequence? You won’t get results.

Even though many people think that all they need to do is buy a tool and it will do everything they need on its own, that all they need to do is have a social media account and use the same language to communicate with their audience, this is very wrong!

5. NOT ALIGNING CONTENT WITH YOUR CUSTOMER

It’s sort of like an appointment with a doctor. If the professional cannot get the patient’s pain and what he or she requires to get better, he or she may diagnose him or her wrongly and, of course, gives him or her a treatment that won’t work. Not only does it harm the patient, the next time he or she falls ill, he or she will not look for that office.

The same thing happens with the content that must be produced by your company. If you don’t solve anything in your audience’s lives, don’t resolve any problems, generating value will be difficult.

6. NOT HAVING THE NECESSARY KNOWLEDGE

Do you just have to stick to the recipe, and automatically it’ll work? And in marketing, just stick to the plan, and automatically it will work? Then you don’t understand anything about cakes and much less about marketing. There are details, additions and techniques behind that fluffy, beautiful and delicious cake. Just like in a good marketing strategy, just the recipe isn’t enough.

And if you don’t have the necessary knowledge to lead a marketing project, knowing what to do at each stage, what to adjust when something goes wrong, how to execute the process, the only result will be failure.

At this point, it is necessary to have someone who knows which process should be followed and understands the methodology, knowing mainly the sequence of activities that should be carried out and which technology can be used.

7. NOT HAVING A DEFINED SALES PROCESS

How does your company sell? Do you know what method or strategy you use to reach your customers? Don’t be alarmed, but unfortunately, not knowing is very common. Many of our customers did not have this process defined and did not even know how the customer had found the company.

Not having a defined sales process or having a sales manager who does not understand sales or is lost, results in a lack of results. If salespeople do not have a process to follow with the right direction, they will not be able to sell.

Create a clear sales process, with all the necessary tasks, with a well-defined beginning, middle and end.