Digital Marketing: What is it and what should you do in your business?
4 min of reading
Index:
1º What is digital marketing?
2º Types of Digital Marketing
3º What should you do in your business?
This blog is for those who are new to the world of digital marketing. We will explain marketing from the most basic part, to make it easy and understandable to all users. It is a summary that anyone who wants to enter this wonderful world, can help you better understand its different variants, and what kind of company is suitable for depending on what strategies or others.
Digital marketing has transformed the way companies interact with their customers. Traditional marketing relies on media, such as TV, radio or newspapers, while digital marketing is centered on online platforms. The key to the success of digital marketing is based on the ability to reach global audiences efficiently and accurately. These platforms consist of advanced technologies to segment, measure, and adjust campaigns in real time.
In this blog, we answer the question: What is digital marketing? We will also focus on different types of marketing and see how they can be implemented in your company to get better results.
1. What is digital marketing?
Digital marketing refers to all those promotional and advertising activities that use the internet and electronic devices. This encompasses a wide range of strategies and tactics including search engine advertising, social media, email, content marketing and search engine optimization (SEO) among others.
The difference between digital and traditional marketing is the ability of online platforms to interact with an increasingly global audience. Companies can adapt their messages, offers or products to the needs and behavior of their audience, obtaining more positive results in terms of return on investment (ROI).
Main digital marketing components
SEO (Search Engine Optimization) : Search Engine Optimization. This is the organic part.
SEM (Search Engine Optimization): Paid advertising on search engines such as Google.
3. PPC (Pay Per Click) : Pay per click, paid advertising model.
4. Content marketing: Creation of quality content that offers value to audiences.
5. Social media marketing: Use of paid social media marketing strategies to connect with the audience.
6. Email marketing: Email campaigns to retain and attract customers.
7. Data analysis and measurement: Use of tools to monitor campaign performance.
We will now go into more detail on each of these strategies.
2. Types of digital marketing
Each business may have specific needs, choosing the right marketing strategies for each business is fundamental to achieve success and profitability.
2.1 SEO : SEO is one of the most powerful digital marketing strategies. It consists of optimizing your website so that it appears in the first search results, in engines such as Google, Bing or Yahoo. The goal is to attract organic traffic, i.e. users who come to your website without having to pay for it.
To summarize, SEO can be divided into two main areas: On-Page SEO and Off-Page SEO. On-Page SEO refers to the optimization of elements of your website, such as the proper use of keywords, content structure, tags and image optimization. Off-Page SEO is about creating links outside your website, i.e. mentions of your brand on other websites to increase your page authority.
SEO has the following advantages: Increased organic visibility, long-term profitability and improves the credibility and authority of your brand.
SEO tools can be: Google Analytics (measures the performance of your website), Google Search Console (provides data on how Google indexes and displays your site) and Ahrefs or SEMrush (keyword research).
2.2 SEM :
SEM combines paid advertising techniques to increase search engine visibility. While SEO is a long-term strategy, SEM produces more immediate results. Companies pay to have their ads appear when a user performs a specific search.
It is generally associated with Google Ads, but can also include advertising on Bing, Microsoft's search engine, and even Yahoo. It involves placing ads in sponsored search engine results and is based on a PPC (Pay - Per Click) model.
Within SEM advertising, there are the search network ads, which are the ads that appear on search engines, and the Display network, which are ads that are displayed on partner websites and applications, usually in the form of banners.
The advantage of SEM is that the results are more immediate, that is, you start attracting traffic as soon as the ads are activated. In addition, users can be segmented by location, interests and demographics.
2.3 PPC: Pay Per Click is a type of advertising in which you only pay when a user clicks on your ad. SEM advertising works like this, but PPC also includes ads on Social Networks.
It is an excellent option to generate traffic in the short term, as you can place your ad in front of your target audience, and pay for results.
Display, Remarketing or Shopping ads belong directly to this advertising format.
PPC advertising has the advantages of full budget control, targeted reach based on user intent, and more immediate results, as in SEM advertising.
The **PPC** is an online advertising model in which you only pay when a user clicks on your ad. It is an excellent option to generate short-term traffic, as you can place your ad directly in front of your target audience, and only pay for results.
2.4 Social Media Marketing: This type of advertising involves using platforms such as Facebook, Instagram, TikTok or X to connect with your audience, build relationships and promote products or services.
Within this advertising format, there can be different strategies:
1. Social media advertising: Very similar to PPC, but appearing on social networks, instead of on search platforms.
2. Influencer marketing: Collaborations with influencers in a sector, who promote your products to their audience.
3. Organic content: Creation of publications and relevant content that connects with your audience, generating trust and interaction.
4. Community Management: Actively engage your audience by responding to comments, messages and participating in discussions.
The main platforms are:
Facebook: Ideal for targeted advertising and community building. Instagram: Perfect for visual products and influencer marketing. LinkedIn: Essential for B2B companies and professional marketing.
2.5 Email marketing: Email marketing continues to be one of the most profitable strategies for generating revenue. It allows you to connect directly with your audience through personalized emails. It is very useful to nurture leads, and maintain the relationship with them.
Effective email marketing strategies can be :
Newsletters: Newsletters that you send regularly to your subscribers to keep them informed about your products, offers and company news.
Sales emails: Emails promoting products, services or events.
Drip Campaigns: Automated emails that are sent in a specific sequence, depending on user behavior.
Tools that can be key for this type of campaigns are: MailChimp, HubSpot or Brevo.
2.6 Content marketing: This strategy is based on the creation and distribution of valuable content to attract, convert and retain customers. It can be implemented through blogs, infographics, videos, ebooks and podcasts.
Content marketing can increase brand visibility, improve SEO to generate more relevant content, and position the company as a thought leader in your industry.
3. What kind of marketing does your company need?
Choosing the right strategy depends on several factors, including the size of your company, your target market, your resources and your business objectives.
-Marketing has a very important point, and that is that there is no magic strategy, or no one is in power of the truth. There are companies or digital advertising agencies that do a very good job, or have a very good marketing system.
The key is based on the fact that we must imagine that each company is like a person, with a different personality, mentality, physical condition (and a long etc.). This means that each company, like each person, is unique.
So, what works great for one company, does not have to be valid for another company in the same sector, due to many variables, such as the sales system or customer service. The information that we are going to give is orientative, that in most of the cases, with a very solid strategy, it should work perfectly.
For small companies or startups: For this type of companies, having a more limited budget, strategies in Social Networks, creating organic content, can be the key to success. Accompanied by a content marketing strategy, such as a blog, low cost ads, and even SEO.
Medium-sized companies: If we are talking about a larger budget, SEO + SEM is a combination that can cover both organic and paid traffic. In addition, it can be complemented very well with Email Marketing and even Remarketing campaigns.
For large companies: In this case, more advanced strategies can be used, and even incorporate strategies mentioned above for smaller companies. In these cases, PPC campaigns, display advertising, email marketing and even influencer marketing, can be strategies that consolidate products of large companies, or increase their authority.
Digital marketing is a field that is constantly evolving. In fact, we will soon be getting to know SearchGPT's platform, as we have told you in another blog.
The purpose of this blog is to help you understand a little better what marketing is, at a global level. As I said, it is very orientative. I repeat, no one has the power of truth, because of the personality of each company. It is good that when looking to delegate the marketing of your company, you look for the best professionals, having the mentality of: "I do not care how much a click costs, if not the return it can be giving me ".
Focus on the return you can achieve, looking at investment can help you decide strategy, but a true wolf focuses on ROI.
By this I mean that sometimes cheap is expensive, and very expensive in some cases.
If you want to implement effective marketing strategies, it is best to talk to a professional who can advise and guide you in the best possible way.
If you have any doubts, you can contact us. The first audit is free, in which we will help you to know which are the first steps to start your journey in digital marketing.
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