Guide to planning your company’s digital marketing
Digital marketing works best when it is planned around clear goals and measured from day one. This guide helps you choose channels, prepare your site and evaluate whether your investment is paying off.
Where should you start with digital marketing?
Start with the goal: getting leads, selling in your online store, launching a product or building customer loyalty. Each goal calls for different channels and messages, and defines what you will measure.
Then review your starting point. If your website doesn’t clearly explain what you offer, loads slowly or doesn’t track forms, any campaign will perform worse. That’s why the first step is often to adjust the site and set up analytics. With that foundation, it makes sense to start with one or two channels and add others as the data shows what works.
Should you invest in SEO or paid advertising?
They aren’t mutually exclusive. Google Ads and Meta Ads show your ads as soon as the campaign goes live and let you test messages and audiences quickly, but they stop when you stop spending. SEO improves your organic presence on Google progressively, and its results hold up over time.
A common strategy for companies in Peru and across Latin America is to use paid campaigns to generate leads from the start while working on the site’s SEO and content. Over time, organic traffic complements advertising and gives you more stability.
What should you prepare on your website before launching campaigns?
Make sure each campaign leads to a page that answers exactly what the ad promises, with a clear call to action and a form or WhatsApp button that is easy to use on a phone. A dedicated landing page usually converts better than the home page.
Set up conversions with Google Analytics 4 and Google Tag Manager, and check that forms reach the right inbox or CRM. It also helps for the brand to look consistent between ads and site: a clear corporate identity builds trust from the first click.
How do you measure whether your digital marketing is working?
Measure what matters to the business: leads, sales and cost per result, not just reach or likes. For that, conversions must be properly set up and each campaign must be tagged, so you know where every lead comes from.
Review the data at an agreed frequency, compare campaigns, ads and audiences, and shift spend toward what works. A common mistake is changing everything too soon, before there is enough data; another is not connecting the numbers with what happens after the lead arrives, in sales or in the CRM.
