Formula marketing

Introduction Are you looking to invest in the highly "acclaimed" digital world?If your answer is yes, then know that you are on the right path.Working with digital marketing doesn't have to be a headache, and in this ebook, you'll learn the perfect steps to take.That's right, the steps! There's no exact sequence, but there are essential tools to be used, and I'll show you the way to succeed in this digital universe.I want to open your mind and spark inspiration, but don't be fooled, achieving success is not easy. It's necessary to set aside a little time each day to put effort into your project! Before we start, how about locating ourselves a little in time and space?It's the little details that make a difference, right? That's why it's important to know exactly how, when, and why we are where we are. How it all began Communication and the sharing of ideas are considered by many theorists as the first institution embedded in an individual's biography. Without it, there would be no culture, society, or any other institution, as the foundation for everything that exists is this tool.Even in the most remote times, there was always a need for communication for the constitution of the social fabric. The forms of communication, although more rudimentary, were of extreme importance for building reality and organizing interactional processes. As time passed, communication between individuals ceased to be only face-to-face, that is, when people are in the same time and space, and started to be mediated by electronic devices. Since the invention of writing, humans have explored tools to communicate at a distance, enabling connections and interactions that transcend geographical and temporal barriers. Today, we live in an era marked by mediated communication. These technological advances have not only expanded our possibilities for interaction but also profoundly transformed the nature and speed of communication, influencing our way of thinking, acting, and relating.It was from the development of these media tools that a powerful technology capable of connecting people in different parts of the world emerged: the Internet. The Internet brought with it a revolution in social and communicative dynamics. By democratizing access to information, it gave voice to a diversity of perspectives. Its constant presence allows real-time tracking of events worldwide. Through social media, streaming services, and news portals, people can access various content in real-time, broadening their understanding of local and global issues. Thus, the Internet has not only expanded our communication capacities and access to information but has also profoundly shaped contemporary culture and society. The digital system has made room for more comprehensive communication, and this evolution is not just a recent phenomenon but part of a continuous process of societal and communicative development. One historical milestone was the transition from traditional media (television, newspapers) to the digital world. In the past, news was transmitted one-way, with little to no interaction with the audience. With the Internet, people now play a much more active role in producing and disseminating this information. Do you see? Society has been in a constant state of evolution for a long time. The opportunities lie between the lines. Seeing them is not an easy task. The path is long, but trust me, the end is rewarding. In this ebook, I will teach you how to develop a keen and discerning eye for the things around us, so that you can capture that subtle detail that makes all the difference. Use the information presented here consciously and consistently."Remember, to achieve your goals, you need to recognize what needs to be done, and having this ebook in your hands is already your first step!" Engagement If you want to build a brand that is solid in the market, you cannot forget this crucial word for your business: ENGAGEMENT.But what does this "engagement" mean?In short, these are strategies aimed at increasing interaction, intimacy, authority, and involvement within the digital sphere. It’s worth noting that it goes far beyond the number of likes and followers on a page. It involves a combination of tools that integrate with each other, allowing for a greater connection between the brand and its audience.And what should you do to achieve these goals? Ready? Know Your Audience First, you need to know your audience.A good strategy will depend on whether you truly understand your target audience, their interests, desires, feelings, opinions, perspectives, and wants.By knowing the entire universe of your potential customer, you will surely succeed in your campaigns.However, this analysis should not be superficial. You must pay close attention and observe their real motivations. Know that your audience is like an iceberg — the only visible part is their behavior, but their real motivations and intentions remain hidden (submerged). That’s why you need to dive deep into the profile of the people who consume your product.Only then will you be able to capture their interest. Bet on the Quality of Content If you intend to attract and conquer a large number of users for your business, don't forget to use this powerful tool: content.Quality content goes far beyond well-crafted text; it must meet the needs of the people who come into contact with it. Remember what was said at the very beginning of this ebook?"The internet has taken over society, altering its interaction process."Following this principle, it is essential that your content marketing is objective and clearly conveys information — people want to receive information quickly. Additionally, this content must be informative, meaning it must somehow be relevant and generate value for your audience. Besides that, make posts with quality photos, and pay attention to an organized feed!These tools are crucial for increasing your sales — they attract, engage, and build credibility for your brand. An unorganized feed has no standardization, looks messy, and lacks a consistent visual identity. Each image seems to come from a different profile.An organized feed is more harmonious, captures the audience's interest, and creates that desire to see more. Interact with Your Followers Have you ever heard that a good relationship is not just about talking, but also about listening?Yes, and the digital universe is no different! Unlike what many people think, the internet is not a one-way street! It is essential to work on your relationship marketing. And how do you do that?You can leverage i********: in many ways to interact with your audience, such as: Encouraging your followers to leave questions and doubts in the comments of the latest post. This not only generates engagement in the published photos, but it also helps you discover the real doubts of your audience. Show your personality by responding in a friendly and engaging way. Show that you care about your followers. Create polls to interact with your followers and gather information about your audience. Ask questions to get to know your audience better. Another resource is live streaming. This is a great way to increase your profile’s engagement rate while providing real-time content for your audience. Working on a two-way relationship is key to building loyalty and retaining your audience. Post at the Best Time Want to find out the right time to post your content? I have some news! There is no standard time for this, but there are times when many major profiles make their posts.Are you curious to know what these times are? Let's go: 6:30 AM - 8:30 AM: When many internet users are waking up, and what’s the first thing they do? Exactly! They check their social media. 12:30 PM - 1:30 PM: A time well-known by many as the famous "lunch break," and who doesn't take a peek at social media after eating? Sometimes even during... 6:30 PM - 9:00 PM: When most people have free time to access social media. Knowing these times will help you reach a larger number of users, and by using statistics in your favor, you can confidently optimize the best posting times for your audience, increasing interactions on the platform. Maintain Consistency Always stay active in the digital space. Make sure your brand is always present in a consistent way in the market. In the digital universe, changes happen suddenly.It is crucial, therefore, that brands stand out not only for the quantity of content but also for consistency. Amid so much information, consistency allows a brand to become recognizable and trustworthy to its target audience. To make your work easier, create a weekly/monthly schedule with the themes and content you want to cover. This way, you can organize and optimize your business's positioning. For example, if you have a Lifestyle page, you can create a calendar where each day addresses a different theme of your routine. On Day 1, you share makeup tips; on Day 2, you show how to organize your home efficiently; on Day 3, you present a workout routine. This approach ensures that your followers know what to expect and keeps their interest over time. Hashtags Yes, they are widely used and very popular tools, perfect for organizing and categorizing content. They form a kind of hyperlink that allows users to find others who share the same tags. Using a hashtag that associates and identifies your brand is a digital marketing strategy that can increase your visibility. Easy, right? According to SPROUT SOCIAL, i********: posts with at least one hashtag have 12.6% more engagement than those without.Remember that i********: allows the use of 30 tags per post. Now you must be wondering... how do I choose the best tags?Your choices will depend on your audience and your business goals.To do this, perform an analysis.Investigate the hashtags your customers usually use.See what your main competitors are doing.Research the most appropriate hashtags, and from there, you’ll have the ideal tags for your segment and the type of users you want to reach. Also, create your own hashtag, so you can generate more engagement and visibility for your brand.Think of ways to encourage your followers to use your hashtag in their posts. When your hashtag is used, it can strengthen brand recall and increase engagement.Effective strategies include reposting followers' content, running contests, highlighting followers, creating an online community, offering exclusive benefits, and establishing partnerships. Call To Action The Call to Action (CTA) is a key tool in the conversion process.It refers to “buttons” or “calls,” whether visual or textual, that prompt the audience on a particular page to take some action within the platform.This tool optimizes your Inbound marketing strategy by using terms and verbs that encourage action. You may have noticed some campaigns, banners, and ads with verbs like “click,” “access,” “get,” “sign up,” or terms that create urgency like “now” or “today.” Mental Triggers Mental triggers are stimuli received by our brain that directly influence our decision-making. Knowing how to stimulate these triggers is a powerful tool for persuasion and generating results in marketing and sales. Understanding the criteria that lead people to choose one thing over another can make all the difference when developing your marketing strategy. Mental triggers act as facilitators in our brain when making decisions or taking action. Here are some common mental triggers in everyday situations: Reason (why)Although most of our decisions are based on emotion, we are always looking for reasons to justify what we are doing and want to know the potential gain from that action.When we make a request or suggest something, providing a reason greatly increases the chance of getting a positive response. People generally like to know why they have to do something.Examples: Recent stem cell research shows why you should adopt this diet today. “X reasons raised by scientists explaining why this weight-loss solution is ideal.” AuthorityPeople tend to value the opinion of someone they consider superior, either due to hierarchy or because they recognize that person knows more about the subject.For example, if you are selling a weight-loss product, there’s nothing better than having a renowned nutritionist endorse the product. If you are offering a marketing service, a specialist in the field speaking highly of you will remove doubts about your ability to help your consumers.This trigger works by transferring authority from other companies, institutions, people, etc. Mentioning an important name transfers authority to you.A testimonial from a prominent client also lends authority to you.Examples: “The method of mental triggers used by Robert B. Cialdini.” “Company certified by Cisco.” “Coca-Cola and Netflix as clients testify to our quality.” “Dr. Lair Ribeiro approves and recommends our weight-loss method.” ScarcityScarcity promotes a sense of urgency, and one of the worst feelings for humans is the sensation of losing the possibility of choice. That’s why the scarcity trigger is so powerful.There are four types of scarcity: Time scarcity: “It ends tomorrow, so you need to hurry and make your decision.” Batch scarcity: “After the first 100 sales in the first batch, the price will go up for the second batch.”A tip is not to set a date for the price increase, as this further stimulates the sense of urgency. The perception is that the batch could end at any time, spurring a quicker decision. Bonus scarcity: Offering a bonus or something extra to those who purchase within a specific period or quantity. Slot scarcity: “Only X spots available, and once they’re filled, you’ve missed out.” A key understanding of scarcity is that it not only stimulates urgency but also plays on the fact that humans, especially adults, are natural procrastinators.In this case, the use of scarcity significantly increases the action taken, pushing people to make a decision that would normally be postponed, and they truly risk losing the opportunity offered by the product or service. Avoiding Pain Human behavior is driven by the need to avoid pain or the desire to gain pleasure. Even when we do something that seems painful, we do it because we associate pleasure with that sensation.This is the case with people who engage in extreme sports. They are willing to take constant risks just for the satisfaction of completing a challenge or executing a unique maneuver.In marketing, it’s even more common for people to act to avoid pain. That's why phrases like "I bought this product and saved $100 a year in maintenance" weigh heavily in the decision-making process. It shows that the user is avoiding unnecessary expenses.Remember, this trigger works best if you truly understand your ideal client and the problems they face daily. Reciprocity Reciprocity is the idea that when someone gives you a gift, you feel "obligated" to return the favor. This is the most classic use of this trigger.We tend to want to repay those who give us something valuable in some way. The word "free" is often associated with this trigger. However, to make it work well, you need to ensure that what you offer has value because what is perceived as having no price may also be seen as having no value, weakening the trigger. Novelty It has been neurologically proven that exposure to something new and unknown increases dopamine levels in the brain, directly linked to concentration and motivation.Besides stimulating interest, the novelty trigger pushes people to act since they want to be the first to try the product.That’s why major companies like Microsoft and Apple invest so much in launches. Even when the new version doesn't present significant changes, the public remains attentive simply because it’s something new in the market.Example:“Discover the new feature that allows you to watch classes without an internet connection.” Stay Attentive to Metrics I have some important news for you!Even if you apply all the strategies mentioned above, it's crucial to stay on top of the metrics of your campaign.Don’t just rely on assumptions! Whether in marketing or any other area of your business, it’s essential to understand if your strategy is effective. Remember:“What gets measured, gets managed.”As Robert Kaplan and David Norton, authors of the BSC (Balanced Scorecard) methodology, said, “There is no good strategy without data analysis.”You need to monitor your indicators daily — they are essential tools that help you measure and manage the results and performance of processes. Metric Analysis The term “metrics” refers to the general statistics and performance of a campaign and can be broken down into three broad categories: Attraction Conversion Revenue For example, if you have a website/blog, pay attention to the percentage of returning visitors compared to new ones.This analysis allows you to evaluate the traffic volume on your platform. To do this, you need to understand the key metrics and indicators that should be assessed on a website or blog. Page views: These show how many pages of your site have been visited. This tool helps you understand which topics are most interesting to your audience. This gives us insights into which types of content deliver more value, allowing you to develop strategies to improve your conversion rate. Time on page: Imagine you are responsible for the sales department of a major fashion store.Now, answer this: Will your conversion rate be higher with customers who spend time browsing each product or with those who enter and quickly leave?Obviously, the answer is the customer who stays longer!Online, it’s no different!Just like in a physical store, your audience needs to spend time on your pages. This shows that your content is capturing their attention.Furthermore, time on page is an essential metric for good Google ranking.Remember: The longer your audience stays, the more content they are consuming. Bounce rate: This is another important metric. It shows the percentage of users who visited a page on your site and left immediately after. In other words, the bounce rate represents a single-page session on your site.Understanding why your audience leaves gives you insight into what worked or didn’t and helps you improve the user experience on your platform. On social media, analysis can be done through factors like: Interactions: The total actions executed on your profile, taking into account likes, comments, and shares. This is the most basic metric on social media, referring to how your posts are being “accepted” by the public — that is, the engagement rate of your post. Reach: The number of unique accounts that have seen any of your posts. Impressions: The number of times all your posts were viewed, even if the same user saw them more than once. Revenue Metrics At the beginning of this chapter, we mentioned that a campaign consists of three broad lines: attraction, conversion, and revenue. The metrics discussed so far relate to attraction and conversion.And what about revenue metrics?Well, they are crucial for analyzing your marketing strategy, as they allow you to measure whether you're getting a good return on investment and if your efforts are paying off. The most commonly used metrics in a campaign are: CAC - Customer Acquisition CostAs the name suggests, it’s the investment required to acquire customers, i.e., the ratio of your marketing expenses to the total number of new customers.The result is the CAC. For example:Suppose your campaign had an investment of R$ 200,000 in marketing over one year, and you acquired 250 new customers. The result would be a CAC of R$ 800. Formula:200,000 (Marketing expenses)÷250 (Number of new customers)=800 ROI - Return on InvestmentThis metric translates your business’s performance in financial terms.It shows whether your efforts are generating profit. In essence, it’s the difference between the revenue obtained and the amount invested, divided by the amount invested. For example:Suppose you invested R$ 10,000 in your new communication campaign and made R$ 12,000 in profit (revenue).The ROI was 20%. Formula:12,000 (Revenue obtained)} - 10,000 (Investment)} ÷10,000 (Investment)} = 0.2 (ROI or 20%) CPL - Cost per LeadThe CPL calculation is similar to the CAC.This metric indicates how much the company spends per potential customer generated, i.e., the ratio of marketing investment to the number of leads. For example:Imagine that your company created a new Inbound Marketing strategy with an investment of R$ 4,000 and converted 300 users. This equals approximately R$ 13.30 per lead. Formula:4,000 (Marketing investment)} ÷300 (Number of leads)= 13.30 (CPL) Conversion RateThe conversion rate is a metric that analyzes the performance of an online campaign. It allows you to track how much of your audience is actually converting — that is, how many are turning into sales.This means you can see which actions are generating a good return on investment. To calculate it is simple: Suppose you ran a campaign to sell T-shirts on your website and obtained the following numbers:Visitors: 3,000People converted into sales: 30 The calculation is done by dividing the total number of people converted by the total number of visitors.30 (People converted)÷3,000 (Visitors)=0.01 Since this is a rate, the value is given in percentage.Thus, your campaign’s conversion rate was 1%. CPC - Cost per ClickThe CPC essentially refers to how much you spent on a campaign divided by the number of clicks. The advertiser is charged each time a user clicks on their ad, so it’s the average cost of clicks over the entire promotion period.To calculate it, just divide the total investment by the number of clicks.But hold on! It’s important to note that a click does not automatically mean a sale. To improve the performance of your strategy, you need to calculate the maximum cost you’re willing to pay per click on your ad. And how do you figure that out?Imagine you sell T-shirts on your website. Each T-shirt costs R$80, and the cost to produce them was R$35, so your gross profit is R$45. Remember the previous example, where your conversion rate was 1%?In this case, the Maximum CPC will be your total gross profit multiplied by the conversion rate. Formula:45 (Gross profit)} X 0.01 (Conversion rate)} =0.45 (Maximum CPC) So, each click could cost at most 45 cents. Tips for Gaining More Followers Organically All the content presented so far serves as a foundation to give you direction on how marketing works in the digital realm. But of course, these practices are also valid and can be applied in your daily business activities.The Formula Marketing has already been given to you; all you need to do is apply it to your business.When all the concepts are applied in sync, they will lead to a subsequent increase in the number of followers. But how about some extra tips to gain more followers? Instagram today is a perfect network for your business. In addition to proven growth, people spend a significant portion of their time on it.Instagram gives the public the idea of identification and recognition with the brand.This means that by interacting with it, people will feel part of it.Moreover, you can increase your followers through influencers and partners. They have a wide reach, create content, and are followed closely on all platforms.If your goal is to boost your business’s recognition, influencers have this power! They have the potential to influence public opinion and perspectives, taking your brand to a level that other means can’t achieve. Live A Live is a tool that allows you to speak directly with your audience.A live broadcast can create a sense of identification as it encourages real-time engagement and allows people to get to know your "behind the scenes."In fact, live broadcasts give your brand visibility, as f*******: and i********: notify people who like your page that there is a live video in progress.But remember: choose a recording environment free of noise, well-lit, organized, and if possible, decorate it according to your project. Apps If you want to produce content without leaving your phone behind, download one of these apps that will help you with editing! InShot: Free video and photo editor; with it, you can create collages, apply filters, add emojis, blur the background, merge videos, add music, and insert text. Bazaart: An app for iOS, featuring a gallery with endless templates. iMovie: Apple's video program, allowing you to create, edit, and share movies and trailers in Hollywood style. Magic Eraser: An amazing app, highly rated, that allows users to remove the background from any image in seconds and save it as PNG or JPG. Lightroom: Allows you to create amazing photos anywhere. It’s the first full-service photo tool designed for fast editing and storage of digital photos. Conclusion Keep in mind that there is no such thing as "almost success."Walking toward success is like building a house: First, you gather the necessary materials — this ebook. Then, you start laying bricks — the secrets contained in this ebook.If you leave out a brick or forget the mortar between them, your wall will be vulnerable and prone to collapse, but you can add as many bricks as you think are necessary.You can build a small, medium, or large house. The choice is yours! The main thing is that, in the beginning, things may not seem to be going well, but know that no one achieves success overnight.Change comes over time. It’s necessary to build every day, brick by brick, until you reach your final goal. About Ayna Rodrigues is a graduate in Advertising and Propaganda with an MBA in Strategic Marketing Management and a post-graduate degree in Libras.With over six years of experience, she has a diverse background, initially working in the real estate sector and currently in the food sector at a multinational company.Throughout her career, Ayna has won several awards, including recognition for her skills in creating creative content for social media.Ayna specializes in defining communication strategies and implementing actions in social media and business intelligence, aiming to provide the best experience for the target audience and boost company sales. She also develops internal communication initiatives and maintains solid relationships with suppliers and partners.