How to do Digital Marketing and where - GUIA 2024

3 min read

Index:

1º What is digital marketing?

2º What is a marketing area?

3º Types of areas

4º Which platform to choose?

5º When is the best time to invest?

In the business world, we must understand companies as the great structure and operation of a ship. A ship has two main, very important missions. The first is to stay afloat and the second is to move forward in order to reach port. 

If we extrapolate the operation of a ship to a company, the tasks that keep the company afloat can be the corporate structure, financial soundness, fiscal soundness, etc. If any of these tasks fail, the ship will obviously sink. 

On the other hand, the construction of the ship is based on being able to make voyages and sail the seas of the venture. Well, in order to move forward, tasks related to sales, marketing, customer service, etc. come into play. 

In this blog, we will talk about how digital marketing has become a fundamental tool to help companies (ships) to move forward. Think about the importance of sales for a company to exist and not only be afloat, but to be able to navigate towards the company's goals. 

In addition, we will talk about how to choose the right platform to invest in, depending on the type of company, product or service you offer. Do not miss a single detail of the blog, because at the end you will have a fundamental tip you should know before investing in digital marketing. 

First... What is digital marketing? 

Digital marketing encompasses all strategies and promotional actions that are carried out through digital media or platforms. The main objective of digital marketing is to attract and retain customers by creating and distributing relevant and valuable content through these platforms. 

In short, digital marketing helps companies to achieve higher sales, brand recognition or other marketing objectives, through different marketing areas. 

What is a marketing area? 

Digital marketing is a very broad world, in which in addition to the existence of countless digital platforms on which you can advertise, there are different techniques that you can work with to get more exposure for your business. 

In each of these areas I am going to mention there are specialists, experts in each of them. We advise you that when it comes to cover these services for your company, hire people or agencies experts in one area, it is very difficult to be an expert in all areas of marketing. 

Marketing areas 

• SEO (Search Engine Optimization): This technique covers the organic positioning of your web or landing page. We recommend companies to work in this area, because it will bring a good number of free clicks, as long as it is well worked. It is a useful technique in the medium and long term, it will not bring immediate clicks, but it will bring free clicks once the strategy is optimized. However, it is necessary to keep working on this technique even if you have obtained results. 

• SEM (Search Engine Marketing): Contrary to the SEO strategy, SEM is a digital marketing positioning strategy in search engines, such as Google or Bing. It consists of creating ads that position your company's website with keywords relevant to your industry. In this technique, there is a bidding system called CPC, in which you will pay for each click a user makes on your ads. The positioning with this technique is faster than with SEO, and has the same particularity, the moment you don't work on it or stop investing, you lose the positioning of your website. 

• Social networks (advertising and promotion): In each social network (LinkedIn, X, Instagram, Facebook, etc) there is an ad platform that allows you to promote your company, services or products. Social networks are very useful to be able to create effective marketing campaigns to people who do not know your product or service. In this type of campaigns it is more common to look for a colder audience, so that they get to know you and little by little raise the temperature to convert them into customers. 

• Email marketing: We are sure that at some point you have received an email that has offered you products, or emails from companies that make themselves known. Email marketing is a very profitable type of digital marketing, which is to generate a mailing list or audience, and send them emails in order to provide content, or to know your offers or services. 

• Content marketing: Content creation has become the cornerstone of many businesses, depending on the nature of the company and the products it offers. Quality content that adds value is essential for your community to feel identified with your message. Companies that have a community in their networks and provide value, have great potential when it comes to generating synergies with their audience. 

After learning about some of the areas of digital marketing, which platform should I choose?

Choosing the right platform for you and your company depends on several factors, such as the type of company, product, service, objectives and even ability to invest in digital marketing. 

We want to emphasize that digital marketing is not an exact equation, so this guide is only a guideline. We advise you to contact an expert to help you define your digital marketing strategy before investing. 

Here are some tips to help you decide which platform to invest in according to your specific needs. 

1. B2B companies : If you have a company focused on selling services to other companies, you must first decide if you want to work a more temperate audience, or a colder one. As mentioned above, to work with a cooler audience, it is good to invest in social networks, such as Facebook, Instagram and even LinkedIn. B2B companies generally benefit from investing in more temperate audience platforms, such as Google Ads or Microsoft Advertising. It can be good depending on budget to invest in both areas. 

2. B2C companies: If your company is focused on the end customer, depending on the product, it may be advisable to invest in social networks, and work the creation of content comprehensively to create your community. If the company instead of offering products, offers services, such as law or tax consulting, working the networks can give very good benefits to your business, and we also recommend SEM advertising (Google, Bing) for companies that offer services. 

3. Ecommerce: If your company offers online products, we recommend investing in social networks, creating funnels or customer funnels that provide value (if you want to know what a sales funnel is, we explain it here). You can also consider working Google Shopping campaigns, which are those that appear in the search engine when you search for a product, and includes the photo, price, and link to directly buy. 

4. Local businesses: For local businesses the Google My Business platform can greatly benefit to have visibility in local searches, and appear on Google Maps. In Facebook Ads and even Google Ads you can create campaigns segmented by geographic location to attract customers in the area where the business is located. 

5. Professional services: Professional businesses such as consulting, legal or financial advisory, LinkedIn and Google Ads are the best options. LinkedIn can help you establish authority in your market sector, and also connect with other professionals. Google Ads will allow you to capture potential clients looking for specific services within their own search engine.

6. Technology products and Startups: The main objective of startups is to publicize their product or service. To work that colder part of the sales funnel, we strongly recommend investing in social media advertising, as well as advertising on Google Ads, specifically in specific campaigns on Youtube or Google Display. By creating Google Display ads, your company's ads will appear in banners on other websites. 

Well, if you have come this far, we are going to solve a doubt that may arise if you are thinking of investing in digital marketing. 

When is the best time to start investing in Digital Marketing? 

Choosing the right time to invest in digital marketing is key to optimize the budget and of course have a return on investment. Depending on the case, we recommend companies to invest in marketing when they already have some experience, some time of experience and even sales, so that marketing serves as a boost and does not generate extra headaches. Especially, if the company that wants to invest has headaches to get sales. It will be very difficult for the fact of investing in digital marketing to make sales grow as if by magic. 

Here are some key indicators you should know to choose the right moment: 

1. Launching new products or services: If your company is in a more consolidated phase, and you are about to launch a new product or service, it is a very good time to invest in digital marketing. A well-executed campaign can generate buzz, attract potential customers, and even propel the launch to success. 

2. Sales stagnation: This tip is for companies that already sell, are consolidated, and want to go a step further. Digital marketing can help these types of companies to revitalize the business. A good digital marketing strategy can attract new customers and reactivate the interest of existing customers. 

3. Expansion into new markets: If your company is in a moment of expansion, it means that it is in a moment of growth. Expanding to new geographic or demographic markets can be a more affordable challenge thanks to digital marketing. With an optimal strategy, it is possible to reach a wider audience in a cost-effective and efficient manner. 

4. Changes in consumer behavior: If you have noticed a change in consumer behavior, such as a greater tendency to shop online, it is critical to adapt your marketing strategy to align with these new trends and maximize your reach.

5. Increased competition: In highly competitive markets, investing in digital marketing can give you a significant advantage. Through SEO, SEM or social media campaigns, you can differentiate yourself from your competitors and attract more potential customers. 

6. Availability of financial resources: If your company has reached a point where it has solid financial resources available to invest, digital marketing is an excellent option. A smart investment in marketing can generate a significant return, driving growth and profitability. 

7. Available data and analytics: The availability of data and analytics tools is another important indicator. If you have access to detailed information about your audience and past campaign performance, you can make decisions that help optimize your digital marketing investment. 

8. Key dates and events: Christmas or Black Friday are two crucial moments in many sectors. These are times of the year when consumption increases, so launching campaigns at this time can capitalize on increased interest and sales. 

The right time to invest in digital marketing varies according to the circumstances of each company. Still, there are certain indicators that can point to the optimal time to take the plunge. Keeping an eye on these developments can help you take advantage of opportunities to strengthen your online presence, as well as attract new customers to grow your business. 

Investing in digital marketing at the right time can make the difference between success and failure. The key is to be patient and not make decisions impulsively, carefully evaluating your resources and objectives. 

At Adsual we are committed to helping companies create successful strategies for companies that are at an ideal time to invest. In short, we do not work with all companies, only those we can help. 

If you want to know if we can help you, we invite you to our first free consultation, in which we will make an analysis of your company and market niche, to evaluate if it is the ideal time to take the step to an effective investment in marketing. 

We hope you liked the blog, if you have any other questions, we are here to help you. 

We wish you every success in your marketing adventure!

Greetings and see you next time!

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