Who want to start or already have an online business?

[subornaakter20]

TH: Does e-commerce need to be aligned with digital marketing strategies, social media marketing, SEO techniques, web analytics, and others? How do you make those tools work together effectively? Does basico.com use them? In what ways?

Diana Joppert: In a physical store, one of the most important things is choosing the location. Location is everything, and good locations are expensive. In e-commerce, digital marketing strategies have the same function as the point of sale. They are the ones that will guarantee visits to your store. But, as in any business, it is important to start small and understand what works for you. Don't get lost trying to implement all the tools at once, or trying to implement a strategy and costs for an already established brand from the beginning. This will only complicate the growth process. The essential thing is to have a good web analytics tool installed. Google Analytics is one of the main ones and it is free. It will allow you to see which channels your customers are coming from and will help you to always invest in very specific segments. If you only sell in Brazil, it does not make sense to advertise for Argentina, Colombia or Peru. Define campaigns for very specific audiences on Facebook, considering location, age and interests. In search campaigns, choose relevant and specific keywords. Over time, as your marketing vocabulary grows, you can open up your search to more terms. The important thing about digital marketing is to test, learn and increase your investment according to the results that emerge.

TH: Given the speed of information on journalist email list the Internet, are content marketing strategies different from those of companies that prefer the offline scenario? Please mention an example of digital action that has worked for basico.com.

Diana Joppert: Online content is certainly much more agile to distribute and read, but the advantage is that it is also much more flexible and inexpensive. A printed catalogue, for example, requires a high investment for printing and distribution, and if someone notices an error in it after it is printed, it is very difficult to correct it. Thus, this type of material requires a very high commitment of time, money and effort. In the digital medium, publishing a post or producing a digital catalogue is much more agile and has enormous potential for reach. In the case of básico.com, an example is the videos from the series “Sou Básico”, which show people who inspire us by having strong personalities and who do not need a brand logo stamped on their chest. Using traditional media, the only way to distribute these videos would have been on TV, with a much higher cost and a lot of dispersion; In our case, the videos were distributed on various digital channels such as YouTube, Vimeo and Facebook itself, targeting a specific audience that we defined and for which we generated optimal engagement.



Diana Joppert: Seek to learn new things every day, watch videos, tutorials and research brands that are doing a good job to benchmark yourself. Plug into the numbers, in digital marketing it is possible to know exactly what the return on investment is and you can try to draw conclusions about why some action is or is not working. The most important thing is to take good care of the customers you win over, having them come back again and again is the best indicator of your success and the best guarantee of a profitable business in the future.