O que uma agência de marketing digital pode fazer pela sua empresa?

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Faça para você mesmo essa pergunta: “Qual é o primeiro lugar onde eu procuro por um serviço ou produto?” A sua resposta provavelmente vai girar entre as opções “na internet” ou “no Google”.

Antes de qualquer coisa, permita que eu me apresente. Sou Igor Saldanha, diretor geral da Agência Faro, de Cachoeira do Sul-RS, e estou aqui para falar sobre o que uma agência de marketing digital pode fazer pelo seu negócio. Vou te contar quais as estratégias mais importantes para a sua empresa e que vão trazer resultados e posicionar a sua marca no meio online.

Não raramente, você pega seu smartphone ou computador e pesquisa no buscador a solução para o seu problema ou para a sua vontade. Podem ser pesquisas desde as mais simples, como o contato telefônico ou o endereço de uma loja, até as mais complexas, como as especificações de um produto que você precisa, por exemplo. E se você não encontrasse a resposta, será que ficaria frustrado? Eu posso apostar que sim! Ninguém quer retroceder para a época das pesquisas eternas nos guias telefônicos e perder minutos preciosos do seu tempo, que já é curto, procurando o contato com aquela empresa que pode te ajudar – e ainda, correndo o risco de não conseguir encontrar e ficar sem o que você precisa “pra ontem”.

Há muito, criamos o hábito de pesquisar nossos assuntos na rede mundial ou, no mínimo, perguntar a um amigo nos aplicativos de mensagens instantâneas as informações que precisamos. Se tornou um hábito querermos solucionar nossos questionamentos o mais rápido possível, assim como já se tornou uma grande verdade a afirmação de que se sua empresa não está online, você já ficou pra trás na concorrência.

Quando buscam por um produto ou serviço, as pessoas costumam ser extremamente imediatistas. É preciso entregar informação de qualidade em tempo real. Para isso, você não precisa ter um funcionário 24h por dia, sentado em frente a um computador, respondendo a todas as solicitações dos seus clientes. Você precisa é de uma boa estratégia de marketing digital. E isso não se faz baseado em suposições e achismos. É preciso uma compreensão muito assertiva sobre o que o seu público procura. Basicamente, você precisa conhecer perfeitamente a resposta para a pergunta: O que o meu produto/serviço faz para solucionar o problema ou a vontade do meu cliente?

Parece simples, mas nem todo empresário sabe responder isso. É aí que uma agência de marketing digital entra em ação! Mais do que desenvolver campanhas online, uma agência de marketing digital também vai prestar uma consultoria especializada, baseada em estudos de público-alvo e um sólido planejamento de comunicação. Em conjunto com a sua empresa, a agência vai encontrar a estratégia mais apropriada para atingir o seu objetivo.

Mas afinal, o que uma agência de marketing digital pode fazer pela sua empresa? Fiz um compilado das nossas experiências na Agência Faro, e quero que você saiba sobre os as dúvidas mais comuns que nossos clientes já nos trouxeram para solucionar. Com 6 anos de fundação, a agência tem nome consolidado na região de Cachoeira do Sul, Santa Cruz do Sul, Gramado e Porto Alegre, entre outras cidades, já tendo desenvolvido sites e campanhas no Facebook para gigantes como o parque de neve Snowland (Gramado), Açores Premium Hotel (Porto Alegre), Sicredi (Vale do Rio Pardo e Vale do Taquari) e Geguton (Cachoeira do Sul).

Especialistas no assunto, temos duas equipes para a prestação de serviços: criação de sites e gestão de mídias sociais. Reunimos as principais características que dão certo na hora de promover uma marca online. Abaixo você vai ver tudo o que fazemos para gerar resultados com uma divulgação.

Presença digital da sua marca

Você se lembra de quando falei acima que “se sua empresa não está online, você já ficou para trás na concorrência”? Pois eu garanto que esse ditado, clássico pra quem trabalha com o mundo digital, é uma verdade incontestável. Mas será que basta criar uma fan page no Facebook e alimentá-la de maneira não planejada? Será que em um sistema de franquias dá certo compartilhar somente aquilo que a franqueadora publica? Segundo nossas experiências, cada região tem uma peculiaridade e, às vezes, o que dá certo para uma loja pode não dar certo para outra do mesmo ramo – ou até de uma mesma franquia.

Exemplo disso é o case de uma loja de móveis planejados, com a qual trabalhamos recentemente, a New Casa Conceito, de Porto Alegre. Esta loja já tinha uma fan page no Facebook, porém, somente compartilhava aquilo que a matriz produzia. Após alguns estudos de público-alvo e interesses, nossa equipe de gestão de mídias sociais percebeu que os resultados poderiam ser bem melhores se as pessoas certas conhecessem o trabalho da loja na própria cidade.

Depois dos estudos que foram feitos pela equipe, conseguimos traçar o perfil mais adequado do público desejável para atingir no Facebook. Desta forma, continuamos utilizando os conteúdos oferecidos pela franqueadora, mas adicionamos uma estratégia exclusiva para a loja, focada nas características próprias das pessoas da cidade. Já no primeiro mês de campanha, a agência conseguiu alcançar o objetivo de posicionar a loja no mercado digital da cidade da maneira ideal e entregar um resultado que surpreendeu positivamente os colaboradores da New Casa Conceito. Vou falar disso mais adiante, no tópico sobre geração de leads.

Campanhas no Facebook

Já que falei anteriormente sobre um case de sucesso com campanhas em mídias sociais, vou ser mais específico neste tópico aqui.

Com campanhas no Facebook, você consegue ganhar uma visibilidade muito importante para alavancar suas vendas. Cada segmento empresarial tem um público-alvo diferente e este público, por mais específico que seja, está no Facebook. A grande sacada está na segmentação de público-alvo. É possível selecionar detalhadamente o perfil comprador com filtros de idade, sexo, região geográfica, interesses, entre muitos outros detalhes.

Com as mídias tradicionais (jornais, rádios, canais de televisão, panfletos, carros-som etc), não se tem a oportunidade de selecionar o público que realmente deve ser impactado e que pode demonstrar interesse real pela sua marca. Também não é possível mensurar resultados de visualizações, de acessos, de novos seguidores e até mesmo de taxa de rejeição (muito importante para corrigir possíveis causas nas quedas de venda de um produto, por exemplo). Neste caso, os resultados podem ser analisados na própria área administrativa da fan page e os dados coletados podem ser incluídos em relatórios com informações confiáveis. E é exatamente isso que uma agência de marketing digital deve fazer. É imprescindível que a agência apresente, ao final de cada campanha, a análise dos resultados alcançados, para que cada empresa saiba exatamente qual o retorno obtido com o seu investimento.

Os investimentos são variáveis, de acordo com o seu objetivo. Além disso, você tem opção de promover publicações, fazer anúncios e interagir facilmente com os usuários através dos comentários, compartilhamentos e mensagens privadas. E há também uma outra opção, mais específica, que vamos ver no próximo tópico. Trata-se de como a minha equipe atingiu um excelente resultado com a New Casa Conceito.

Geração de Leads

Primeiramente, leads são contatos qualificados, ou seja, possíveis oportunidades de efetivar uma negociação que vai se tornar uma venda.

Quando uma agência especializada desenvolve uma campanha de captação de leads, o objetivo é capturar o contato de pessoas que realmente estão interessadas em adquirir o produto ou o serviço da empresa que contratou a campanha. Esta captura pode acontecer no site da empresa ou em uma landing page (página de aterrisagem). Recentemente, esta possibilidade também passou a fazer parte da gama de opções disponibilizadas pelo Facebook, de maneira bastante eficaz e sutil para os usuários da rede social. Com a segurança consolidada pela plataforma do Mark Zuckerberg, as pessoas não têm restrições ou medo de entregar suas informações.

Através de anúncios patrocinados, os usuários da rede social entregam informações úteis, como e-mail e telefone. Assim, a agência consegue capturar esses contatos e entregar à empresa uma lista de pessoas muito interessadas na compra. Neste momento, está cumprida a missão da agência. Posteriormente, a empresa entra em contato com cada lead e inicia o processo de negociação e as vendas.

Como já mencionei, nosso exemplo mais recente é a New Casa Conceito. Para a loja de móveis planejados, conseguimos capturar 112 contatos qualificados para entregar à loja. E detalhe: em apenas 28 dias de veiculação da campanha rodando no Facebook.

Criação de sites

Outro serviço de excelência que uma agência pode entregar é a criação de sites. Neste caso, compreende-se que cada empresa é diferente e que cada uma precisa de um site que seja ideal e de fácil navegabilidade para o seu público-alvo, além, é claro, de manter o foco nos objetivos principais da empresa.

Estes objetivos giram entre as vendas online (e-commerces), geração de conteúdo (blogs), apresentação de serviços (sites institucionais), entre outros. Todo tipo de site pode ser feito pela equipe da agência.

Para a prestação deste serviço, existem duas formas mais populares de desenvolver sites. Uma delas é a criação de sites manufaturados, isto é, quando um site é produzido completamente pela agência (criação de arte gráfica, conteúdos textuais e códigos de programação). A outra forma é através de um CMS aberto, como o WordPress, por exemplo. Desta forma, a equipe seleciona um template específico para a empresa contratante e customiza toda a estrutura do site, de maneira a deixá-lo completamente personalizado com as ferramentas e com o design ideais para a sua marca.

Outras coisas importantes são relativas às diretrizes do Google, o maior site de buscas do mundo. De nada adiantaria a sua empresa ter um site bonito esteticamente, se ele não fosse capaz de ser encontrado pelos mecanismos de buscas. Para isto, utilizam-se as mais importantes técnicas de SEO (search engine optimization, que significa otimização para mecanismos de buscas) e usabilidade.

E claro, além de tudo isso, a agência também tem o dever de se preocupar com o fato de que, atualmente, mais da metade dos acessos à internet acontecem por meio de dispositivos móveis. Por isso, a agência precisa desenvolver o seu site com versão responsiva, ou seja, preparado para ser acessado por tablets e smartphones sem perder a qualidade e sem ser necessário você dar zoom para conseguir navegar perfeitamente pela plataforma.

Análise confiável de resultados e retorno sobre investimento (ROI)

Uma das melhores coisas de se investir em marketing digital é a possibilidade de saber exatamente quanto (ou o que) o seu investimento está trazendo de retorno. Estou falando de um cálculo chamado ROI (sigla em inglês que significa “return on investment”). Este cálculo avalia o lucro gerado com vendas, através da geração de leads alcançados em uma campanha publicitária ou com os acessos a um site, por exemplo.

Este cálculo é feito pela fórmula ROI = Retorno do investimento / Custo do investimento.

Podemos citar novamente como exemplo a minha experiência com a New Casa Conceito. A loja investiu um valor X (custo do investimento) e arrecadou um valor Y (retorno do investimento) com os leads que efetivaram uma compra. O valor Y dividido pelo valor X aponta qual foi o ROI da New Casa Conceito com sua campanha em mídias sociais.

Observação da equipe QuantoSobra: Digamos que você tenha investido 100 reais em Marketing e graças a esta campanha você teve 200 reais de receita. Se você fizer o cálculo de ROI, você terá 200/100 = 2, ou seja, para cada 1 real investido, você terá retornado 2 reais.

E então, você concorda que estas ferramentas são importantes para uma presença digital proveitosa para seus negócios? Agora que você já sabe o que uma agência de marketing digital pode fazer pela sua empresa, comece a pensar quais as estratégias você já utiliza para aumentar suas vendas e quais os pontos onde você pode melhorar.

Por:  Stéfano Willig do QuantoSobra

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