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Ramona Caselli
18 April 2016
Reading time: 4 min

Digital strategy: 9 tips to take advantage of web marketing

Brands today are built on the web. More than the inserts in magazines and newspapers, billboards or flyers, the web acts as a point of contact with customers (acquired and potential), in a puzzle of channels that, when fed successful and relevant content, allow you to cultivate the brand identity of any company reality, regardless of the reference sector.

When we speak of digital strategy, a crucial aspect is the content, to be tailored differently depending on the media: the register and style for emails can’t be identical to what is used in various social networks.

Providing coherence and significance to communications in different channels requires skills, practice, and knowledge of the dynamics that regulate the channels themselves. For an overview of the diverse world of digital marketing, here are some simple tips that will help you start off on the right foot.

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Email marketing

We can only start from email marketing, the channel which offers the best return on investment, now and in years to come. Litmus says so: in 2020 70% of consumers will rely on email to receive news and offers.

Between numbers and estimates, one thing is certain: to exploit the potential of emails to promote products and services, you need clear, concise, engaging, and impactful messages. Take a look at the BEE capabilities, our drag & drop editor for creating professionally designed emails that are optimized for mobiles. But before that, do you know how to add to your new contacts database? We’ll explain the process in our latest how-to, including tips, best practices, and advanced tools.


To attract new customers and increase sales, you need to take care of your newsletter content. The modular structure allows you to organize the content in a clear and orderly manner, with short, concise texts that accompany the recipient to the call to action, which is also clear and well-focused on the benefits.

Even today, most companies take the opposite approach, clogging mailboxes with mixed messages and saturated text. To unfold the full potential of a newsletter, there are three essential ingredients: information, creativity, and education.


Let’s talk about another cornerstone of web marketing: bringing traffic to your blog, you will increase the visibility of your brand, increasing sales opportunities.

A quality blog must know how to tell a story in several stages, with original and interesting content, regardless of the sector. If the reader anxiously waits for the publication of the next post, it means that the blog is doing exactly what it should. Other best practices? It must include sources, links to other posts, keywords, and have an affable, recognizable, and passionate tone.


Who, nowadays, doesn’t have a Facebook page or profile? But being present isn’t enough, and neither is dragging content to the bulletin board without any criteria. It needs to be short and lead to conversation and sharing. Posts should be consistent and compelling: publishing disparate content, with each post disconnected from the other, can be counterproductive. If you produce software, why publish a post on the Furniture Fair?

A good Facebook post includes: questions, ask to action (click like if you agree), images, links, videos, and emoticons (use with caution). You can get even more brilliant results by exploiting the interaction between email and the world’s most used social networks.


How to communicate with a tweet? Be brief, friendly, showing personality. Send the messages when your followers are online, so as to give resonance to each chirp. Also, always remember to integrate elements like links, hashtags, retweets and questions in your tweets.


In a world dominated by images, the social network with the highest public involvement can only be Instagram. A channel that can be exploited by any company, but requires attention and care in the selection of content to be published. Here are some best practices to get the most out of Instagram: be concise, use relevant hashtags, defining the context and location tags.


Pinterest is actually the most suitable instrument for companies, however, you must learn to know your audience. The messages on Pinterest, as well as being friendly and descriptive, should include: a title and a strong call to action.


LinkedIn is the social network in a suit and tie; it requires professionalism, and does not allow content that is too trivial. Messages you send on Linkedin must be serious and include links and questions related to the theme of work and professional ethics. Through LinkedIn you can look after the more committed face of your brand.


What is missing? The great mother of your brand identity: the website, to see to in every detail, to be clear, oriented to the visitor, easy to navigate, with an attractive design and – indispensable in the era of smartphones – optimized for mobiles.

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Ramona Caselli

As a Digital PR & Co-marketing specialist, communication is my music, the web is my tool and events are my stage. I oversee relations with the media, customers, partners and influencers, using my cross-cutting knowledge gained by developing online and offline marketing campaigns.

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