10 Basics of Digital Marketing that every SEO expert should know

In 2021, marketing budgets as a percentage of the company’s revenue fell from 11% to 6.4%, the lowest allocation to marketing in Gartner’s history. Annual CMO Cost Survey.

For SEO professionals and marketing organization leaders, review your budget and available resources before 2022 to try to finance growth and recovery at a lower cost.

It is always a good practice to allocate part of the budget for the creation and testing of new ideas. However, this part of the budget may be shrinking as marketers look for proven and proven digital marketing strategies and tactics to increase performance this year.

In this column, we will explore 10 key areas of digital marketing knowledge and opportunities you may want to use (as you plan for the coming months and years).

1. Understand Your Digital Existence – All

Of course, you manage your media well. After all, these are content, lists and profiles, websites and other assets that you create yourself.

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You better know where and when your brand appears online in paid placements.

But earned media can be difficult. If you don’t actively follow brand notes, relevant social content, online reviews, and incoming links, do you really have a clear idea of ​​your web presence as a whole?

What you “earn” is not just what you are actively looking to build. Social listening, search concepts, and reputation monitoring help you inventory and monitor your web presence as a whole.

2. Basics of how search engines work

SEO has evolved from a single digital marketing channel into the nerve center of an organization’s business intelligence.

Understanding exactly how search engines work will not only help you and your team optimize content for discovery, but will also deepen your understanding of how people search, learn, and consume content.

Assessing the intricacies of search engine scanning and indexing will help you structure websites and pages for maximum visibility.

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Knowing how search algorithms rank content and what the algorithm can’t do can help you better optimize your content and diagnose problems faster when your analytics point to them.

Remember, Google is not the only search engine game in the city.

3. Digital User Experience and Customer Travel

Build It and the Future may have worked in Field of Dreams, but in digital marketing, it just doesn’t fly.

In order to attract the attention of the audience, you need to have a deep and meaningful understanding of who these people are and what problems you solve for them.

Google knows this – its algorithm updates are increasingly aimed at improving people’s online experiences and eliminating friction in every customer’s journey.

Today’s consumer understands that the victim of the privacy inherent in online tracking is value sharing. In return, individual experiments await.

Between devices, sessions and platforms, customers expect continuous interaction and experience from start to finish.

Throughout the customer’s life span, this unified look will be the table share ahead.

4. Basics of Competitor Analysis

Develops the art and science of competitor analysis; Competitors in the online space may not be what you think they are.

Yes, you are competing for “airtime” with other businesses that sell products and services like yours.

But today, companies are increasingly competing with media publications, social networks and forums, map package business lists, video and photo assets, and more in rich and diverse search results.

There are a growing number of potential hotspots for competitors – podcasts and video ads, push notifications from geofencing, impact marketing and augmented reality in the physical spaces between them.

It is important to have a clear idea of ​​who and how you stand out in front of your customers. You will not be able to repeat their efforts – this is no way to stand out.

Competitor analysis will inform you about budget allocations for content types, advertising networks and campaigns that will focus on your brand and take the lead in the package on each possible channel.

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5. Content and Digital Marketing

Content marketing is an integral part of success, and we now see that marketing agencies and brands are acquiring their own content studios.

The last two examples of this trend are MSQ’s acquisition of the creative production studio Brave Spark and Made Thought’s collection by WPP.

You may not be able to set up or buy an entire indoor studio. The size of your organization and the scope of your content needs will guide the best production strategy.

For some, it means bringing home writers, editors, videographers, photographers and other creatives.

Others choose to expand their internal marketing teams with an agency or independent creators, or even outsource production entirely to external contractors.

The key is not how it comes together, but that your brand has the people, processes, and tools it needs to create and promote optimized content to the extent required by your audience.

6. Online Advertising

Hard-earned, long-term organic search results are valuable, but most digital marketing strategies also have a paid advertising element.

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On the paid side, there are no downsides to everything from screen and SEM to local ads, social media ads, out-of-home (OOH) and digital out-of-home (DOOH) and more.

Expanding your knowledge of the basics of online advertising means understanding the following:

  • Paid media price models such as CPM or CPC.
  • Advertising platforms and tactics available in your space.
  • Various creative types of advertising, including text, videos and images.
  • Advances in advertising technologies such as Smart Bidding.
  • Privacy issues and their impact on the quantity and quality of information available to you.
  • Changing consumer behavior and its impact on those who resonate in advertising.

Being aware of what is happening in the ever-evolving paid media landscape is important not only for those directly responsible for campaign management, but for all digital marketers.

Developing a deeper understanding of paid media for SEO professionals, email marketers, content marketers, and strategy-driven CMOs can help you make better use of it to complete and enhance all types of campaigns.

7. Social media

Social media is still an excellent channel for finding and attracting potential customers.

Business features vary by platform, but at least your brand should require all available profiles and lists. If you are less active in some, use descriptions or attributes to show prospects for joining your more active channels.

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Some forget that Twitter, LinkedIn, Facebook and other networks each have their own search functions that consumers can use to find relevant businesses.

On social networks, consumers are looking for original and sensitive brands. They can read reviews on Facebook or niche social networks before converting, so it’s important to follow up on new reviews and respond to them.

Have workflows and permits to ensure that social marketers on the frontline have the authority to engage, but brand protection is available. Have a clearly defined customer service and problem escalation processes to ensure that each interaction is as positive and rewarding as possible.

8. Fundamentals of Analytics

The coronavirus pandemic has taught many marketing teams about the risks of relying solely on historical data to guide future performance.

In a world where technological innovation, financial and socio-economic factors, and more can change the business landscape in the blink of an eye, it is important to have access to real-time (or as real-time) analytics as possible.

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Again, this is an area where you may not be completely experienced – and that’s fine. You don’t need to have skills in Google Analytics 4 to work for your organization.

Instead, you need to have a basic understanding of what analytics platforms exist, what types of information deliver the most valuable insights, and what types of professionals can best manage your analytics processes.

This awareness will help you build a team and choose the tools you will use to develop the next fundamental area of ​​digital marketing on our list: business intelligence.

9. Activating Data as a Business Intelligence

As the volume and frequency of consumer contact points increase, marketing leaders find that unrelated point solutions no longer cut it.

Access to descriptive, diagnostic, predictive, and instructional analysis on a single, user-friendly dashboard manages the types of concepts and optimizations that really move the needle.

Organizations need to be able to look beyond themselves to identify new opportunities and money left on the table. Customer behavior, competitive analysis, real-time search concepts, and macroeconomic trends drive business decision-making.

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And in the current environment, it is impossible to analyze this information on any scale (other than activating it by analysis).

And that brings us to the last point: smart automation.

10. Software, Machine Learning and Automation

Automated media acquisitions are not new, but they are growing rapidly, and software advertising spending is expected to exceed $ 100 billion by 2022.

Machine learning and artificial intelligence make organic media more interesting because we provide technology assistance in real-time personalization of content, beyond predictive analytics and recommended optimizations.

AR / VR builds deeper connections between customers and brands and provides a more flawless, immersive experience.

In fact, we are on the verge of mastering the meta-universe of the unused virtual universe, where we can bring the elements of our physical world. The effects for marketing are not yet known and expectations are being felt.

Whether your business uses smart automation in your business processes, programmatically improves advertising targeting and ROI, or wants to create a whole new virtual world for customers, being aware of evolving digital marketing technologies will serve you well.

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SEO as a Leader in the Digital Transformation in 2022

SEO professionals, who are the bridge between IT, marketing and sales, are in a good position to lead their organizations through 2022 through the digital transformation.

Whether your focus is on technical SEO, content optimization, link building, or local – or any organization you work for, whether small business or enterprise – having a common understanding of all digital marketing channels and tactics will drive you forward.

If you are still looking for opportunities to expand your knowledge, take a look at these digital marketing courses and this list of digital marketing certification programs to get you started.

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