Plan de mejora para fortalecer la estrategia de email marketing y marketing de contenidos de exoap mediante la optimización de campañas digitales

Abstract

This professional internship report aims to design an improvement plan focused on strengthening exoap's email marketing and content marketing strategy, in order to optimize the generation of business opportunities through the strategic use of digital tools and performance indicator analysis (Content Marketing Institute, n.d.). Exoap is a Mexican startup specialized in Soft Landing services, foreign trade, and foreign investment, focused on facilitating the internationalization of companies and investors. During the internship, it was identified that the organization has defined processes for creating and distributing specialized content; however, email marketing campaigns are used mainly to promote corporate blog articles, underutilizing their potential as a client-acquisition channel for the consulting services the company offers. In response to this situation, this paper proposes an improvement plan focused on three strategic lines: optimizing email marketing campaigns through indicator analysis, redefining communication objectives, and strengthening calls to action (CTAs); designing an editorial calendar that allows topics, languages, and campaign segments to be planned in advance; and redesigning the content of these campaigns based on historical performance analysis, in order to increase conversion and drive more qualified traffic to exoap's services. The proposal was developed using a methodology based on direct observation, SWOT analysis, and the study of the historical performance of digital campaigns carried out during the internship. As a result, monitoring tools, indicators, and improvement actions are designed to strengthen the company's digital presence and turn its communication channels into mechanisms for generating business opportunities.