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in addition to defining the objectives with precision, you also need to clarify how you are going to measure them. Using...
30/11/2021

in addition to defining the objectives with precision, you also need to clarify how you are going to measure them. Using the previous example, you could decide to measure the amount of brand mentions on a monthly basis through the Social Mention tool.

The "increase brand awareness" kind of goals are too broad because they could mean almost anything and be justified in m...
29/11/2021

The "increase brand awareness" kind of goals are too broad because they could mean almost anything and be justified in many different ways. Instead, something like "increase brand mentions on social networks by 20%" would be more adequate.

This is one of the most important steps in any marketing plan, and perhaps the most neglected. Many times the management...
28/11/2021

This is one of the most important steps in any marketing plan, and perhaps the most neglected. Many times the management team sets unrealistic objectives based more on their "wishful thinking" than on the real and current standing of the company.

How do they get their clients? This refers to their marketing strategies. It is easy to find that out about their digita...
27/11/2021

How do they get their clients? This refers to their marketing strategies. It is easy to find that out about their digital marketing strategies by checking their website, social networks, and any other digital channels. You can also use tools such as SEMrush and Google Alerts.

From the first contact until conversion, the customer journey of your competitors can provide a lot of clues for your bu...
27/11/2021

From the first contact until conversion, the customer journey of your competitors can provide a lot of clues for your business. The most common way to find out about this is by playing the “client” role and asking for the information yourself.

For B2C companies, this information is easy to find, while for B2B companies, you will have to do a little more research...
26/11/2021

For B2C companies, this information is easy to find, while for B2B companies, you will have to do a little more research. Once you have this information, develop a price range and think of where you want to position your business.

Big companies publish their annual or quarterly results, so the information is easily accessible. For smaller companies,...
25/11/2021

Big companies publish their annual or quarterly results, so the information is easily accessible. For smaller companies, you can try to ask for reports on databases such as einforma or asexor. You can also extrapolate based on data such as the number of employees on staff (LinkedIn is very useful in these cases) or the breadth of their catalog.

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