Como personalizar o marketing digital para diferentes setores?

Any industry and every industry is made by the consumers. I always urge my team members and young digital marketers to focus on understanding nuances about their preferences, behaviour and attitude towards particular product/service categories. Also, it's very important to understand which customer segments you are going to serve. So, it's very important to align value proposition w.r.t. to customer segment the brand is going to target and aligning communication around USP & customer behaviour/preferences.

To start digital marketing, it is very important to be completely familiar with the industry and to know the target audience, communication channels with the target audience, industry requirements and details that are important in finding that particular industry.

Conduct thorough research to gain insights about the industry, including competitors, market trends, customer behavior, and key challenges. This understanding will help in crafting effective marketing campaigns.

In my experience, you should know your customer's behavior. That's the most important differentiator. There are many instances where brands take an all-size fits approach. There are still many so many brands out there focusing on all social media platforms by ignoring the statistical data on percentage share between the usage of different social media platforms by their target audience. This way, they waste a lot of resources and time on useless social media channel for them.

Success lies in the details! To truly tailor your digital marketing efforts for different industries, you need to immerse yourself in the intricacies and nuances that make each industry unique. Don't be afraid to reach out to professionals, especially on Linkedin who have extensive experience in the industry you're targeting. You can get vital knowledge and a deeper grasp of the industry's pain points, challenges, and opportunities through networking and developing relationships with experts. Tap into their knowledge and leverage it to create marketing campaigns that resonate with your target audience.

Determine the most suitable digital marketing platforms and channels to reach the target audience in a particular industry. For example, B2B industries may benefit more from LinkedIn and industry-specific forums, while B2C industries may focus on social media platforms like Instagram or Facebook.

Reaching the right audience through the most effective channels is crucial for success. This process demands research, understanding, and insight to ensure your message reaches its intended recipients. 1. Research Your Audience: Understand where they spend their time and how they interact with brands. This data will be the foundation for your channel selection. 2. Consider Industry Relevance: Analyze successful competitors and industry leaders to identify channels that yield favorable outcomes. 3. B2B Sector By conducting thorough research and understanding where your audience resides online, you can develop a strategic marketing plan that resonates with your target market and maximizes your business's online presence.

One key step between understanding the industry and picking channels, is mapping the buyer's decision journey and then mapping how best digital can support or amplify the results/outcomes at each stage - from discovery to purchase and after (customer advocacy and loyalty). I find sometimes, businesses waste money and energy on digital without uncovering how customers currently behave while choosing that product/service. Which is why this step is very important. For instance, do customers prefer Word-of-mouth recommendations - if so, how can digital play a role in boosting WOM. Or does the category warrant a lot of pre-purchase evaluation which means blogs and SEO/SEM may help prospects discover your product thru educative content.

Relevancy is not limited to just your audience. We've always had a 2-tier target group. The first group is the audience that is directly going to engage with your brand. While the 2nd group is the ones who are most likely to relate to the content and share with people who fall in the 1st group. It's not very easy to figure this out but helps a lot in making the creative viral.

Staying ahead of the game when it comes to creating relevant content demands continuous learning. To adapt your strategies as industry trends evolve subscribe to industry newsletters, follow industry-specific blogs, and stay updated with the latest news and developments, if not your marketing efforts will fall flat and fail to generate the desired results.

A few anchors I always go back to: 1. User-generated content adds a layer of authenticity. Leverage the hell out of it. 2. Seasonal relevance can drive engagement at specific times. 3. Cross-industry insights broaden your content's appeal. 4. Interactive elements make your content more engaging and shareable.

To garner attention from the prospect/buyer: content should be both remarkable and relevant. Relevancy: the WHAT: relevancy can be achieved if content is created keeping the core & extended value prop, and stage of the buyer's journey, and their persona in mind. Remarkable: the HOW: The content can be remarkable by applying creative approaches, exploring interesting/clutter-breaking formats, and packaging the core message in interesting ways. From a lead quiz, to shareable infographs, or a quick how-to video or a template that's valuable, or even an insightful cartoon that shows them you get their pain points: it is important to explore different ways to achieve this and then pick the winner.

To customize my digital marketing, optimizing my website for my industry is essential. As my online storefront and marketing hub, my website must reflect industry standards and meet customer expectations. For instance, in the e-commerce industry, I prioritize website speed, security, and usability to ensure a seamless shopping experience. Alternatively, in the education industry, I focus on accessibility, easy navigation, and lead generation to attract potential students. By aligning my website with specific industry needs, I can enhance user satisfaction, engagement, and ultimately achieve my digital marketing objectives.

Optimize your website to match the pain points and expectations of the users you are anticipating. Being a SAAS company for example and having a simple website without any actual assets of your software or a free audit is a big no.

Even when it's an awareness campaign aiming to build momentum, my recommendation would be to go beyond reach and impressions, as at the end of the day it's conversion (purchase, subscription, donation) that matters, and it should be kept in mind as an ultimate goal from an early stage.

Highlighting success stories, testimonials, and case studies relevant to the industry can help build trust and credibility among potential customers.

Customizing my digital marketing approach involves learning from industry peers. I seek inspiration and insights from best practices and successful examples of brands within my sector. Networking and collaborating with other professionals and experts in my industry helps me stay up-to-date with the latest trends and strategies. I actively participate in online communities, forums, and groups related to my field to share experiences and gain valuable knowledge. Additionally, I invest in online courses and resources to acquire specific skills and expertise required for my industry. By learning from others, I can refine my digital marketing strategies and achieve greater success in my endeavors.

Customization involves understanding industry-specific trends and pain points. Research industry-specific keywords and competitors, align content with sector-specific challenges, and adopt a tone that resonates.

It is important to understand that tailoring digital marketing for various industries requires ongoing effort rather than settling on a few initiatives and hoping for immediate conversion. You need to constantly be analyzing your competitors' digital marketing strategies to identify gaps and opportunities. What are they doing well? What can you do differently to stand out? By understanding the competitive landscape, you can differentiate your brand and position yourself strategically within the industry.

Every industry has its nuances and unique customer expectations. Adapting digital marketing strategies to these industry-specific requirements will enhance the effectiveness of campaigns and maximize ROI.

Customizing digital marketing is like tailoring a suit - every industry has different measurements (needs) and preferred styles (tactics). For a tech startup, we might use a modern suit - a strategy heavy on content marketing and SEO to build thought leadership and attract organic traffic. We can use LinkedIn for networking and partnerships. In contrast, a fashion brand may prefer a more flashy ensemble, with a strategy centered on visually engaging content on Instagram, influencer marketing, and live video events showcasing new collections.

Two critical considerations re. digital marketing strategies across industries: 1️⃣ Tailoring formats is vital. Industries requiring detailed benefit explanations can leverage long-form videos, while those with simpler value propositions may find success with display ads or short videos. Customizing formats maximizes communication impact. 2️⃣ Audience & channel strategies: Understanding audience engagement is key in selecting channels. Industries with highly engaged audiences benefit from personalized messaging (e.g. social media or email), to foster interaction. Broader reach strategies, with display or video ads, suit industries/brands targeting wider audiences with lower engagement. Tailored channel strategies optimize results.