Marketing strategy based on the production of content focused on a persona. Its objective is to attract the interest of consumers by offering posts, videos, images and audios that answer their questions and are useful in their daily lives. It is one of the pillars of inbound marketing and can be used in the different stages of the sales funnel.
17. Metrics
These are the most diverse indicators of user behavior in a digital marketing action (for example, time spent on a page). They help to monitor, measure and evaluate all actions. When they are directly related to conversion goals (such as the number of forms submitted), they are called KPIs.
18. Social media
You are probably already familiar with social networks ( Facebook , Twitter, Instagram, etc.) and probably use them in your daily life. But when we use the term “social media”, we are referring to these networks as business opportunities, especially in terms of relationships with the public.
19. Newsletter
Refers to the periodic sending of emails to contacts on the attorney email list mailing list. The newsletter should have an attractive visual and offer useful and interesting content to its subscribers. It is one of the ways to do email marketing.
20. Lead Nurturing
Lead maturation process in the middle stage of the sales funnel. Based on a specific behavior, such as downloading an e-book, the lead begins to receive emails (usually automated) that strengthen the relationship and help them make decisions. The goal is to deliver the mature lead to the sales team at the bottom of the funnel.
21. Persona
Semi-fictional description of a company's ideal customer, based on data collected through research and observations. The goal is to define a target audience for the entire digital marketing strategy.
22. Retargeting or Remarketing
It means targeting a target again. In digital marketing, retargeting is used to recover a user who accessed the website but did not make the desired conversion. After this action, the user is “chased” by banners of that content on various web pages. Google (which calls this term remarketing) and Facebook offer this solution to advertisers.
23. ROI (Return On Investment)
Acronym for return on investment. It is a metric that informs how much revenue each real invested generates for the business. The calculation is simple: (revenue - investment) / investment. If you invested R$300 in a campaign that generated R$900 in revenue, your ROI was R$2, or 200%. For every R$1 invested, you had R$2 in revenue.