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The more information we have about our prospects, the more easily we can adjust our campaigns to optimize our conversion rate. This premise is so central to digital marketing that it almost seems like the entire internet is built around it. The collection of browsing data through cookies and mobile app permissions are two good examples of this.

One of the most relevant pieces of information that we can count on for our campaigns is, of course, the location of potential clients. Preparing an offer for a client in a big city like Madrid or Barcelona is not the same as doing the same for clients in rural areas like Murcia or Cáceres. And it is clear that location becomes even more relevant in international campaigns.

It used to be very easy to find out where these prospects are: we record their IP when they connect to our website, and that's it! However, more and more users are protecting their internet connection with a VPN, which is capable of encrypting traffic and masking the IP from which they are browsing. Just as we use them to optimize our campaigns in different regions, users also use them to their advantage.

A global trend to limit data collection
During Facebook’s heyday – a few years ago now – there was a sense that the internet was a kind of all-you-can-eat buffet for gathering as much data as possible about your prospects and fine-tuning any digital marketing campaign. Users were at the point where they were seeing ads on their phones for items they had mentioned verbally just hours before. And then all the alarm bells went off.

With the EU taking the lead, privacy came to the fore, and Big Tech had to back down on its monitoring ambitions. Major social networks incorporated numerous safeguards for their users’ privacy, websites gave us the option to reject cookies , and platforms such as Facebook ended up removing their dangerous facial recognition systems.

All of this is great for reinforcing our privacy online, but it's not ideal when trying to sell products or services online. Digital marketing requires as much information as possible about prospects to maximize conversions, so when cybersecurity tools or the current legal framework limit the collection of this data, it's time to opt for more creative sales strategies.

The rise of influencers and thematic specialization
One of the best alternative strategies to simply collecting data online is creative content, and especially niche content. This is where influencers play a key role, because if they are able to build an audience around certain industries and interests, they will have located our prospects for us.

y will take the liberty of choosing their niches in order to monetize them. Some reference examples on the international scene are Linus Sebastian in the consumer electronics sector, Nikkie de Jager in the beauty products sector, or Collen Roden in the travel sector. Having an extensive database of these influencers then becomes a capital resource for any marketing agency.

It goes without saying how these campaigns work. If we want to promote a hotel, we will talk to cameroon whatsapp data Collie. If our client is a mobile manufacturer, we will talk to Linus. This, of course, is for large companies and large budgets. For smaller budgets, we will talk to influencers with fewer followers, but equally specialized in the right niches.

Content creation and SEO strategies
Influencers offer us immediate and highly effective solutions for our campaigns, but of course: if something is fast and good, it is also expensive. For medium and long-term strategies, SEO is consolidated as our best option. Instead of going out to find our prospects, the idea is to make them find us, and for that we need to create content that is relevant to them within our clients' niche.

The more useful a blog is, the more visitors it will receive, and this is where we need to fine-tune our funneling strategy to turn those visitors into conversions. Every click is a sales opportunity, so we need to make sure our content is relevant, clear and cohesive. We don’t want to attract the wrong audience!

The same strategy applies to social media. If our client has enough budget, it will be time to build their presence on Instagram, TikTok, YouTube and X so as not to depend so much on influencers and their high rates. The client must be clear that results do not come overnight, and that this is the way to go. If we manage to make them a reference in the sector, their sales will close on their own.

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