Digital strategies that work: learn how to attract, convert, and retain customers

• Understand how consumer behavior has changed in the digital age and how to adapt to those changes from psychology, neuroscience, and technology.
• Learn how to design meaningful experiences at every customer touchpoint, from the product to the after-sales relationship.
• Develop targeted digital marketing strategies to generate quality traffic to the business, maximizing customer attraction opportunities.
• Effectively guide the customer from initial interest to purchase, and ensure a smooth experience throughout the conversion process.
• Apply loyalty strategies to convert customers into prescribers and ensure their permanence over time.

Module 1: The Customer in the New Digital Age

1.1. Introduction to the Digital Environment and the Age of Connectivity

1.1.1 Evolution of Customer Behavior: From Physical to Digital.

1.1.2 Digital transformation and its impact on customer-company relations.

1.1.3 Adaptation of SMEs to technological changes and customer expectations.

1.2 Psychology of decision-making: understanding our customers

1.2.1 How digital customer decision-making works

1.2.2 Most relevant cognitive biases in digital marketing

1.2.3 Application of psychological principles in digital strategies for SMEs

1.3. Neuromarketing as a customer analysis tool

1.3.1. What is neuromarketing: relationship with market research

1.3.2. Main neuromarketing techniques: what they measure and how they are used in customer research

1.3.3. Applications of neuromarketing in customer research: advertising, product, experience

1.3.4. What neuromarketing can (and can't) bring to an SME: myths, limitations and real opportunities

1.4 Getting to know the customer in depth

1.4.1. Buyer Persona: creation of detailed profiles based on real data for SMEs

1.4.2. Customer Journey Mapping: how to map the real digital customer journey step by step

1.4.3. Introduction to the use of artificial intelligence to analyze customer behavior

1.4.4. Practical tools for customer analysis: Google Analytics, Hotjar, etc (practical presentation)

Module 2: Customer and Product Experience

2.1 Understanding customer experience in the digital environment

2.1.1 What is customer experience (CX) and its impact on loyalty.

2.1.2 User-centered design (UX) principles applied to SMEs.

2.1.3 How to identify friction points in the customer journey.

2.2 Building memorable product experiences

2.2.1 Value perception: what makes a customer choose your product.

2.2.2 Psychology of first impressions and halo effect on products.

2.2.3 Coherence between branding, design and product communication.

2.3 Branded Content: Telling stories that build brand

2.3.1 What is branded content and how is it different from traditional advertising

2.3.2 How to use narrative content to enhance the customer and product experience

2.3.3 Examples of branded content adapted to SMEs: formats, channels and good practices

Module 3. Attracting the Customer: The Traffic Generation Process

3.1 Copywriting Fundamentals to Attract Customers

3.1.1 What is copywriting and how does it influence digital attraction

3.1.2 How to write messages that capture attention and generate clicks

3.1.3 Key structures and resources for attraction: copywriting and funnel creation formulas

3.2 SEO and SEM: Visibility strategies for SMEs

3.2.1 SEO fundamentals: how to optimize your website for search engines.

3.2.2 SEM (Google Ads): strategies to pay for visibility without breaking the budget.

3.2.3 Integration of SEO and SEM to improve search results.

3.3 Social Media as a channel of attraction

3.3.1 Strategies on Facebook, Instagram, LinkedIn and other social networks.

3.3.2 How to create engaging content that increases visibility and traffic.

3.3.3 Paid social media advertising: how to use it effectively to attract customers.

3.4 Content Marketing: Attract and connect with customers

3.4.1 Types of content that generate traffic (blogs, videos, infographics).

3.4.2 Creation of an accessible content marketing plan for SMEs.

3.4.3 Influencer marketing and collaborations to increase reach.

Module 4: Engaging the Customer: Information, Decision, Purchase and Delivery Processes

4.1 The customer journey and decision-making

4.1.1 Stages of the buying process: attraction, consideration, decision.

4.1.2 Strategies to build trust at each stage.

4.1.3 Introduction to storytelling as a tool for emotional connection.

4.2 Persuasion and sales closing tactics

4.3 Conversion optimization: from visitor to customer

4.3.1 How to improve the conversion rate on your website or ecommerce.

4.3.2 Creation of effective and persuasive landing pages.

4.3.3 Using testimonials, reviews, and social proof to increase trust.

4.4 Neurocopywriting to activate the purchase decision

4.4.1 What is neurocopywriting: how it influences customer decision-making

4.4.2 Neuropsychological principles applied to the acquisition process

4.4.3 Conversion-oriented writing

Module 5: Customer Loyalty: The After-Sales Process

5.1 The importance of after-sales service

5.1.1 What is after-sales service and how does it influence loyalty?

5.1.2 Strategies to ensure the customer has a great experience after purchase.

5.1.3 How to manage problems and complaints to turn them into loyalty opportunities.

5.2 Loyalty strategies and loyalty programs for SMEs

5.2.1 Design of accessible loyalty programs for small businesses.

5.2.2 Strategies to reward customer loyalty and encourage repurchase.

5.2.3 Success stories and practical examples of SMEs.

5.3 Collecting feedback and continuous improvement

5.3.1 How to get customer feedback through surveys, social media and other tools.

5.3.2 How to use feedback to improve the products and services offered.

5.3.3 The importance of continuous improvement in the customer lifecycle.