Documentary encyclobjects: 09 Promotion and Marketing
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Documentary encyclobjects: 09 Promotion and Marketing
Above all, at the beginning, it is necessary to propose a promotion and marketing strategy for our digital magazine. As a publication, it is about making the content known among potential readers. It is an arduous task, since it takes a long time to get a reader, much longer to get a regular reader and, how to put it, you have to do intense work to maintain assiduous readers, increase their number and not lose already consolidated readers.
To perform this task we use the following tools:
- Digital marketing: Creating a newsletter that periodically informs of our news by sending e-mails.
- Social Media: Publishing on each Social Network all our articles, events, products and projects.
- Online advertising: It is also possible to promote the publication by means of online ads, advertising campaigns carried out, for example, with Google Ads.
- Data measurement and analysis tools: Google Analytics, Google Adsense and Brevo, provide us with very relevant data on visits, interactions, email openings, etc…
Digital Marketing Strategies
Through this tool, readers can subscribe to a newsletter that will periodically inform them of the latest and upcoming publications, keeping our readers continuously informed of the activity of the magazine.
It is the most honest promotional channel if possible, since the subscription process is voluntary for our readers and allows its cancellation at any time. In our case, our SMTP service provider is the company Brevo, with which, every month, we send our Newsletter to our readers in Spanish and English. More information on our Email Marketing page.
With this marketing tool we announce, on a monthly basis, the news of our digital magazine. It contains an excerpt, images and texts to link to our publications. We also promote categories, labels, products and projects. At the end of the newsletter we always announce one of the upcoming posts that we are already working on.
It is a promotion with a name and surname, since we know who it is aimed at, when the email is opened, which publications have been interested and how many interactions have been made. It is undoubtedly an extraordinary reference of the level of acceptance of a publication.
Use of Social Media and Content Marketing
The publication of articles on Social Networks is another powerful tool that will allow us to get new readers. One of the most positive factors of this tool is its level of propagation, and, therefore, the ability to expand our range of possibilities.
Nowadays, almost everyone has one or more Social Networks with which to interact with family, friends, co-workers, clients, etc… Being present on one of these Social Networks will allow us to have the possibility of being read. We don’t know, in principle, by whom, but, as a good friend of mine would say: it can be the beginning of a great relationship.
As a tool for promoting a brand or publication, a presence on social networks today is essential. And it is because the world of the internet is going much faster than we imagine, and we must be, at all times, present and attentive to the events that surround us.
Our presence on Social Networks is defined in X (Twitter), Facebook, LinkedIn, Instagram, Pinterest, Tumblr, Youtube and also in the RSS feed. Every time we publish a new article, an event, or a new product or project, we spread it on each of our Social Networks. It’s part of our overall content outreach strategy.
The week after the publication of the content, we rebroadcast it, since the reader of this type of publication sometimes needs a “little push” to encourage its reading. As a general rule, we publish in Spanish and English, to cover our international vocation. In the near future, we will share the most outstanding or updated articles again.
Online Advertising
Another line to follow to promote a digital publication is to hire an ad campaign. Normally, since we are referring to an internet publication, the advertising we would hire would be through banners on other websites. However, the concept works equally well for advertising videos on the internet, TV ads, radio ads, press or billboards.
On the internet, given the weight of Google Ads, it is difficult to escape the temptation to promote yourself online on the aforementioned platform. However, this type of online advertising (SEM) is implemented in large companies that have high promotion and marketing budgets for their products. In our case, with much more modest budgets, it has a much smaller field of application.
The operation of this type of campaign is based on contracting budgets based on CPC (Cost Per Click), CPM (Cost per thousand impressions), CPL (Cost per Lead), CPA (Cost per Action or Acquisition) and Fixed Price.
Traffic measurement and data analysis
The tool par excellence to verify how our website behaves is Google Analytics 4. With Analytics 4 we will obtain data on our traffic, its origin, its behavior and we will be able to establish trends and observe the behavior of each page. Complemented with this tool, Google Search Console is very useful, which will help us in our SEO positioning by answering many questions that we constantly ask ourselves.
The use of these tools does not prevent us from also monitoring our website traffic and comparing both results. Normally, the most reliable figures are those of our hosting, since it reliably scrutinizes any visit to our website. Google Analytics 4 discards traffic, recurring IPs, several users from the same IP, small interactions, etc…
On the other hand, in Email Marketing campaigns we also have tools to analyze the behavior of our campaigns, providing us with data on opening, and reading of emails, interaction and conversions.
