Digital Marketing, also known as Digital Marketing, is the set of activities that a company (or person) executes online with the aim of attracting new business, building relationships and developing a brand identity.
Among its strategies are SEO, Inbound Marketing and Content Marketing.
The concept of Digital Marketing may seem very clear, but at the same time, it is very subjective.
How to understand such an all-encompassing subject? Does any action on the Internet of my company characterise Digital Marketing? What are the best strategies? How to extract the maximum potential from these actions?
There is no doubt about the usefulness and growth of digital marketing in the coming years, and many people already know it.
Are you ready to get to know this universe?
If your answer is "Yes", we created this complete content for you to understand exactly what Digital Marketing is, its main benefits, the strategies used and how your company can take advantage of it.
What is digital marketing or online marketing?
Digital Marketing or Online Marketing is the set of strategies aimed at electronic communication and marketing of products and services.
It is one of the main ways available for companies to communicate with the public in a direct, personalised and timely manner.
Philip Kotler is considered the father of Marketing, and defines it as "The social process by which individuals and groups of people satisfy wants and needs by creating, offering and freely negotiating products and services of value with others".
However, the ways to make this happen change almost daily.
That is why it is impossible to talk about marketing today and ignore the fact that more than half of the world's population has access to the Internet and that by 2021 there will be 2.3 billion digital consumers.
This explains why Digital Marketing is the most prominent way of doing and conceptualising marketing at the moment.
The term is used to summarise all your marketing efforts in the online environment.
Using digital channels, such as blogs, websites, search engines, social media, emails and others, companies try to solve ailments and desires of their customers and potential customers.
Digital marketing can be carried out by individuals, companies, universities, NGOs, associations, churches, etc. But it must take into account cultural, psychological, geographical, legal factors that influence people when buying or selling a product or service.
Before continuing our study on Digital Marketing, I must warn you that this is a long article. Therefore, we make this content available for download in PDF. Just fill in the form below:
The great flow of communication that the web provides, today, favours agile strategies, such as Search Engine Optimisation (SEO), Inbound Marketing and Content Marketing, as we will see in the next points.
When we talk about increasing our network, strengthening our brand and making better sales, these are all objectives in which digital marketing is an important tool to achieve.
How Online Marketing was born
In the 90's the first version of the Internet emerged, a little different from the one we know today: the so-called Web 1.0.
That old Internet did not allow users to interact with web pages actively, but let them find information in a simple search system.
It was like a library where you went in, found what you wanted, but could not alter the content you found.
At this early stage of the Internet, the term "Digital Marketing" was created.
However, it was still very similar to traditional marketing, as the communication was one-sided, done by the company on an institutional site, and the consumer just passively received the content, with no close interaction between the two parties.
In 1993, Internet users began to engage more with companies advertising on the web, as the first clickable ads appeared at this time.
However, it was only until 2000 that digital marketing became more like what we know today.
The advent of Web 2.0 allowed anyone to become a content producer, making the flow of digital communication more democratic.
There is research that points to other changes in the web, even after the revolution of the 2000s. Those changes are what they now call Web 3.0 and even 4.0, but that is a matter for another day.
The point now is that digital marketing, also known as "Online marketing", "Internet marketing" or "Web marketing", has already evolved a lot since its inception.
Today it is increasingly moving towards personalisation, i.e. delivering the right message to the right person at the right time.
Main concepts of Digital Marketing
Just as each specialisation has its specificities, digital marketing is a universe with its own terms. Before we begin, let's elucidate each of these main concepts.
Buyer Persona
Unlike traditional strategies, Digital Marketing works with the concept of personas, which are semi-fictional profiles, based on your real consumers, and which represent your ideal buyer.
This way, you can create more segmented and targeted actions to the right people, saving time and money.
Lead
Leads are business opportunities, i.e. contacts who, through an Inbound Marketing strategy, leave their key information so that you can identify potential customers and nurture them with relevant content until they are ready to buy.
Sales funnel or Pipeline
This concept represents the stages a user goes through before becoming a customer of a company, from understanding a problem to purchase consideration and final decision.
Customer Journey
Before investing their resources in a product or service offered by a brand, the customer goes through a whole trajectory of interactions with the company.
The concept that most accurately represents this is the "Customer Journey", which consists of the set of contacts with the company until the customer becomes one of its official consumers.
If you want to know all the details about the main factors of the Customer Journey, Lupita Pérez - our colleague from the Customer Success team at Rock Content - tells you about them in the article linked above.
Landing Page
These are lead capture pages, 100% focused on collecting relevant information from users.
The idea is that in landing pages you offer valuable content or material and in return, the most interested visitors leave their contact information and, with that, they become leads.
SEO
SEO (Search Engine Optimisation) is the optimisation of your website to be understood by search engines.
These are actions that contribute to improving the ranking potential of your pages and content, helping you to meet the main requirements of search platforms such as Google and Bing.
CTA
Calls to Action, or CTAs, are the buttons or calls to action that users must complete when visiting a page, so that they continue in the flow of your sales funnel and arrive at the point of purchase ready for consumption.
Conversion
Conversion is the term used to represent the process of attracting users to your contact base and getting them to the bottom of the sales funnel.
The goal of conversion optimisation is to discover where conversions are not being harnessed correctly within a blog or website. And the best way to do this is to analyse data and run tests that indicate areas for improvement.
Targeting
When we talk about segmentation in Digital Marketing, we are referring to one of the most important and efficient tools available to disseminate a message to a portion of the audience that has very specific characteristics.
Segmentation allows campaigns to be personalised and provides a focus to impact those potential consumers who are similar to the brand.
Customer Relationship Management (CRM)
The focus of companies, especially since the growing popularity of Marketing 3.0, is to improve their relationship and service with the customer.
CRM, or Customer Relationship Management, is software designed to manage and control those aspects related to contact with potential customers to ensure their satisfaction and, in turn, stimulate loyalty.
Content Management System (CMS)
CMS stands for "content management system". It is a tool that allows the production, editing and publication of content in the online environment without requiring technical knowledge of web development.
Thus, a CMS allows you to create web pages of different models, such as online shops, blogs and corporate websites quickly and easily.
WordPress is the platform that leads the CMS market worldwide, but there are also Drupal, Joomla, Blogger (from Google), Wix and others.
What are the benefits of digital marketing?
I'm sure you realise how much digital has changed marketing for the better, both for businesses and consumers.
There are a number of advantages that can represent savings for both, as well as closer relationships between the public and brands.
Interactivity
One of the main reasons why digital marketing is increasingly adopted compared to traditional channels, especially offline, is the interactivity with the audience.
The focus is no longer on the product but on the user experience in their buying journey.
Companies run campaigns, publications and actions, and on the other side, consumers can interact, give their opinions and tell others with just a few clicks, increasing engagement with brands, as well as the demands of the public.
Therefore, it is increasingly necessary to talk to the audience, which is quite clear if we look at the growth of interactive content.
Between quizzes, calculators, maps, Landing Pages and ebooks, there are very interesting resources to allow the user to actively participate in the content we produce, which generates a very pleasant experience for the audience.
Analysis and measurement
Imagine the world in the 1960s, when the marketing and advertising agency business model was just taking off.
In this period, there were few methods of measuring the effectiveness of advertising campaigns and targeted ads.
We can say that, until the advent of the Internet, a lot of money was wasted on ineffective actions.
In the end, if you cannot measure whether a customer was convinced by your marketing action to buy a product or service, it is difficult to say that your strategy was effective.
In the world of online marketing, obtaining and analysing data is a fundamental process for the continuous improvement of a strategy.
Fortunately, today absolutely everything must have a proven return. Metrics such as Return on Investment (ROI) and Customer Acquisition Cost (CAC) can and should be analysed in real time.
Thus, companies can quickly identify failures and put optimisations into practice, which was unimaginable only a short time ago.
Increased reach to the target audience
In addition to all this, the literal shortening of distances between companies and customers has been a very positive factor.
At the end of the day, even small brands can now run good campaigns and attract consumers from across town, across the country and across the world.
Consumers gain from this, as they have more opportunities to meet companies with which they identify.
The same is true for companies that can create a good online positioning, increasing their sales opportunities through various channels.
Personalisation and precision
Many people may think "I'll be able to talk to as many people as possible" and yes, that's great!
But one of the great differentials of Digital Marketing is that companies are now able to make actions to attract and conquer the right people. That is, those who really have the ideal profile to consume their products and services.
This is a great benefit for two reasons:
- economy of resources, since with segmentation you stop spending a lot of money with people who have no interest in your products and services;
- greater knowledge of your audience, which makes you specialise more and more in targeting them.
Low operating costs
One of the most attractive attributes of Digital Marketing is that due to its multiple characteristics such as segmentation, diversity of channels, different content and more, it is an activity that does not need multi-million dollar investments - like traditional marketing, for example - to give good results.
When we talk about traditional marketing actions, such as billboards or outdoor advertising, any company that intends to establish itself, gain authority and expand its message needs, yes or yes, to have a presence in many physical places with banners or other types of advertising.
Digital Marketing has many ways to get a message across to millions of people, with just a single blog post, social media post or email marketing campaign.
Customer retention
Another of the most relevant and attractive advantages of Digital Marketing is the possibility of collecting thousands of data about customers, through different automation tools, to build customer loyalty and become an authority.
This allows you to effectively nurture the relationship with the customer in the post-sales stage and increase the likelihood that this user will return and continue buying.
After all, if you can get a customer to return to request a company's services or buy your products, your CAC will go down and, of course, your costs will go down too. This is very positive for the business.
What Digital Marketing strategies are there?
The increasing processing power of computers and the infrastructure of the Internet has led to a universe of possibilities. Just think of the volume and quality of content available today, most of it free of charge.
Today, if I ask Google anything, there is a good chance of receiving a satisfactory answer.
And that answer will be in some content produced by a website. Isn't it simple and, at the same time, fantastic?
Following that logic, websites that contain a lot of good answers have more chances to attract the public and, consequently, win more customers, increase their brand awareness and learn more and more about consumer behaviour.
But, if the Internet has infinite possibilities, how do I know that I am making the right choice? Don't worry, now you will know what's new in terms of Digital Marketing strategies.
Inbound Marketing
Inbound Marketing is synonymous with attraction marketing, being one of the main stars of the digital transformation. When creating an Inbound strategy, your goal is to be found by people.
In Inbound Marketing, companies seek to understand the ailments and problems of consumers and then establish a channel of communication with them, with the intention of offering a solution to their desires and needs.
Today, the Internet is full of tools to search, discover audience interests and publish materials that satisfy them.
When this is put into practice continuously, you create your audience, generating a constant communication channel with them. In other words, the company converses with its audience, not just sends messages.
As a result, your publications become sought after by more and more people. Through this communication, it is possible to understand the increasingly specific interests of the audience and go ahead to cater to them.
Understand all about Inbound Marketing in our free guide:
Currently, the main way to make people reach you is by creating content, that is, by offering relevant information that solves real problems and is widely accessible.
We call this strategy Content Marketing, which we will discuss below:
Content Marketing
Consumers are looking for solutions on the Internet on a daily basis, and, most of the time, that journey starts with search engines.
Content Marketing aims to position your brand in the right place at the right time in the buying journey to offer the best solutions.
Therefore, Content Marketing is the strategic process of publishing relevant and valuable materials and information in order to attract, convert and delight your audience.
For that, you need to spread your content in regions of the Internet that are attractive to you.
There are some standardised methods for this, such as a corporate blog, company website and social media profiles.
Social media marketing
Few places provide as much interaction between people and brands as social media.
So having a page on the main social networks where your audience can find you has become essential. Whether to promote your actions and content or to let people know the inside of your company.
In addition, being present on social media is a fundamental point for the choice of a brand by consumers, which is, to identify with companies, more than with the product and service, with the values and the ideal behind them.
Social media is, as the name itself says, the media. However, the most important thing to cultivate is the networks.
An effective social media strategy should generate a significant share of traffic for your domain, but, at the same time, it is a channel of communication and brand outreach.
Email Marketing
Email marketing is the process of sending messages for commercial purposes to a group of contacts obtained by a company on the Internet.
It can be used as a method of strengthening your brand, generating sales, communicating with customers and potential customers, whether in an e-commerce shop or in any company that offers products and services.
The direct communication channel with the user is a unique tool, and can bring very effective results. In fact, it is possible to segment your lists according to various factors, such as the opening rate of emails, responses, downloads of a material, among others.
SEO (Search Engine Optimisation)
In a digital marketing strategy, being found in search engines is essential, right? And, for that, there is a specific concept to get results organically, i.e. without paying for ads.
This is what we define as Search Engine Optimisation, i.e. SEO.
Today, search engines expect to deliver the best results for the user experience.
There are several techniques you should apply to show search engines that your site can provide the best experience and, thus, improve your ranking.
Optimising your pages means making them understandable to both people and crawlers. And that will depend on your performance on a combination of several ranking factors.
There are two groups of them, which we will explain below:
SEO On Page
On Page factors are those that can be optimised within your pages, such as the following:
- title
- meta description,
- internal links,
- use of heading tags,
- readability,
- etc.
So, you can have a super attractive content, but you need to show it to the robots through data structures. You need to use code to reference your title, your meta attributes, images, hyperlinks.
Off Page SEO
External factors also influence your positioning, such as the loading time of your site, your security parameters, incoming links, etc.
SEM (Search Engine Marketing)
Search Engine Marketing. The name says it all. Search engines are useful for digital strategies involving organic or paid media.
When you do a search, these mechanisms will show you a list of useful links, and some of them will be advertisements.
Therefore, search engine marketing is an all-encompassing process. Even SEO itself is part of SEM.
By displaying organic ads or links, above all, search engines are concerned with the user experience, so you can reach users who have commercial intentions when performing a search.
In addition to organic growth, paid media offers unique growth opportunities. Web analytics tools and techniques allow you to find your way to a positive return on investment.
Learn about the main SEM strategies below:
Sponsored Links or Pay per click (PPC)
PPC is the purchase of media that is charged by the number of clicks received by your ad. The most common type of pay per click are ads in search engines. So, on the Google search results page, for example, there are organic and paid links.
To employ this strategy you need to log in to Google Adwords, the company's paid advertising tool. In the link above you will find out how to manage your campaigns with the platform.
Display Ads
A display or banner is a mixture of images and text. Display ads generally do not appear on search results pages, but on websites, as part of the advertiser's chosen network.
Remarketing
Remarketing or retargeting are banners that appear to the user after they visit a website or perform a certain action on a page. Here, the idea is to be remembered by people, re-engaging them with your sales funnel.
By visiting a certain website, for example, more ads from that site are likely to appear when you visit another domain that is part of the advertiser's network.
Social media ads
Just as there are ads in search results, they can also be displayed on social media. Facebook, which includes other media such as Instagram, has its own advertising network.
That way, the network will display ads specific to a user based on their preferences, interests and profiles they visit.
Each of the social media have different ad delivery options, from the most basic to hyper-targeting and that makes a difference in the performance of those ads, such as Facebook Ads.
Video Marketing
Video Marketing, as its name suggests, is a Digital Marketing strategy that uses audiovisual material to convey a message.
In other words, it is the practice of finding trends, creating emotive content, adapting it to different platforms and uploading the videos as part of a Content Marketing strategy.
Platforms such as Instagram, Facebook and YouTube, for example, offer the possibility of live streaming, which allows you to generate interesting material and make a connection with your audience.
Local marketing
Simply put, local digital marketing is all those actions that are carried out to promote a brand with strategies aimed at local segmentation.
Its objective is to prioritise actions so that they attract people who live or travel near the business.
In the online environment this practice is carried out by means of geolocation resources such as beacon. This technology can be implemented in aisles of physical shops to monitor those that generate more interest, based on the approach mechanism of mobile devices.
Mobile Marketing
Mobile Marketing, are all those promotion and diffusion actions that are specifically created for mobile devices such as phones and tablets.
This type of marketing is especially relevant at a time when 80% of people use their phones to surf the Internet and 88% of users search for a business via mobile, according to data from Adveischool.
And it has advantages that make it more than attractive for any company:
- advertising all day, every day;
- direct communication with the target;
- precise segmentation;
- lower cost than mass marketing campaigns;
- easy-to-measure results;
- high reach and viralisation potential, among others.
Conversational Marketing
This type of marketing aims to establish and maintain a close relationship with future customers, using personalised conversation through a real person or chatbot.
Conversational Marketing is really useful to give the customer a scalable personalised service, from the marketing and sales department.
This concept is especially oriented towards feedback. That is, listening to potential customers on an individual basis, understanding their concerns and needs to provide them with useful content based on their requests.
Affiliate marketing
A very common way to generate revenue with Digital Marketing is through affiliate marketing.
If you sell a product or service, you can create a network of blogs and sites that can market your product in exchange for a commission.
Similarly, if you own a blog or site and get a lot of traffic, you can be paid to facilitate or generate sales for a producer.
Generally, this is done through banner or sponsored content.
How to make a digital marketing plan?
To create a digital marketing strategy you need to start by setting goals, right? And for you to reach your marketing goals, the best way is to plan different possible actions.
By trying to foresee possible scenarios and documenting a roadmap of actions, we are talking about creating a marketing plan, in which all possible sources of information are used.
For example, if you want to generate more sales, a marketing objective can be a percentage increase in the number of qualified leads.
From that, considering your buyer persona, your available resources and the scenario your business is in, it is possible to set up a digital marketing plan to make that goal happen.
But how to bring so many elements together at once?
It may seem very complex, but there are a few steps that are proven to help (a lot!) in structuring a plan.
1. Defining the objectives
When defining a plan, it is important to cover different types of objectives. This is because, often, the biggest objectives depend on the fulfilment of several smaller goals. We call these main and secondary objectives.
In addition to complexity, the time frame is also very important. Therefore, good planning includes short-, medium- and long-term objectives.
As this is the first step of a marketing plan, its relevance is incalculable. Getting the objectives wrong can compromise the strategy as a whole.
And, to eliminate that possibility, there is a very popular framework for that, SMART. SMART is a mnemonic for the essential characteristics of a marketing objective.
A marketing objective is relevant as long as it is:
- Specific: everyone involved must have a clear understanding of what it is about.
- Measurable: there is no point in creating a goal if it cannot be measured or if it has subjective criteria, is there?
- Actionable or achievable: when setting a goal, make sure it is crucial for your business.
- Realistic: this means that the goal must be linked to reality and not impossible to surpass;
- Time-bound: every goal needs to have a deadline to be achieved.Obviously, goals for a month, a quarter or a year have different characteristics.
2. Creating key performance indicators (KPIs)
Objectives should always be accompanied by indicators. However, in a sea of information, you need to look at the right indicators.
They will show whether you are on the right track to achieve your objectives.
KPIs or Key Performance Indicators represent exactly that concept.
KPIs are absolute numbers or percentages, which can be measured, analysed and have direct relevance to your business.
For example, do you have a goal linked to traffic generation? Then the minimum daily number of visits to your site or blog is a valid indicator.
It is worth remembering that KPIs can be indicators of any nature, as long as they are measurable and relevant.
Marketing metrics, for example, can be key indicators, as we will see below.
3. Elaboration of Buyer Personas
When we talked about Buyer Personas at the beginning of this article, we stressed how important it is for a strategy.
Here, the argument is reinforced: invest time and resources in developing a detailed persona.
Look for users in your lead base, personas on social media (LinkedIn and Facebook are great for that) and a search on the Internet. If you already have a documented buyer persona, it is possible to expand it.
In addition to questions like "What are their problems?" or "How can we help the persona solve those problems?", exploring extra topics can be quite illuminating.
Do you want to complement the analysis of your person? Ask: what books does he/she read, who are his/her favourite influencers, what events does he/she attend, what software does he/she use, among others.
The depth of your buyer persona will always result in identifying more and better opportunities.
Below we present you a free tool where you can elaborate the buyer persona of your Digital Marketing strategy. Check it out!
What metrics are essential in an online marketing strategy?
One of the main advantages of digital marketing is that it is measurable.
Thus, the possibility to document and evaluate the strategies used allows us to understand the strategy and helps us to make data-driven decisions.
Before the Internet, proving the value of a marketing action was much more difficult.
Lack of knowledge motivates bad decisions.
And so that you don't make them and can get the best out of all your efforts, defining metrics is essential.
It is impossible to succeed without using them correctly.
Below, we have listed the most important marketing metrics, however, we also recommend that you expand your research on the subject when creating a strategy.
The best way to start looking at the right metrics is to get some data from your blog or website.
The most commonly used metrics in a strategy are:
- Unique visitors: This is the number of people accessing your page. Each visitor is counted only once within the time period indicated.
- Sessions: This is the set of interactions, as well as page views and clicks that a single user executes in a given period.
- Organic and paid traffic: Represents the number of sessions originating from search engines and paid campaigns on the website.
- Rejection rate: The percentage of users who make a single visit, without performing other interactions, such as clicks and page views.
- Conversion rate: The percentage between the number of visits and the number of conversions made.
- External links: The volume and quality of links coming from other domains pointing to your website or blog.
But these are not the only marketing metrics.
In fact, knowing all the metrics and choosing the ones that best suit your business should be a step in your planning.
So let's take an in-depth look at some of them below.
Return on investment
This is a factor that is directly related to the profitability of your strategy. ROI represents a comparison between how much you grew in sales and how much you spent.
Thus, the formula is:
ROI = (return - cost of the investment) / cost of the investment.
Let's assume that, all costs added together, your total investment in Content Marketing was USD 100k for one year.
During this period, this strategy was responsible for 120 sales with an average revenue of USD 5k, resulting in an ROI of 5 or 500%.
So, for every dollar invested in this so-called Content Marketing strategy, 5 dollars came back in the form of profit, which would be an excellent result!
Cost of Customer Acquisition
The CAC is nothing more than the ratio between the number of customers and their spend with Digital Marketing.
This metric seeks to answer the question: How much should I invest to attract a new customer?
Thus, it is calculated by dividing your customer acquisition costs by the number of new customers in the period.
Assuming a company spent USD 100,000 on marketing in a year and acquired 120 new customers in that period, your CAC is USD 833.33.
Monthly recurring revenue (MRR)
Also known as Monthly Recurring Revenue, this is a way of forecasting revenue generated. This metric is very common in subscription-related businesses, as it assumes regular payments.
This measure facilitates performance analysis, especially when your products have a wide range of prices.
To exemplify this, think of a contract that has to be paid in instalments. If a customer purchases a service for USD 5,000, for one year, divided into 12 instalments, then the MRR generated is USD 416.67. Add that to all the other customers and that is your company's MRR.
This calculation allows you to visualise the pattern in which your business is growing in terms of revenue.
Cost per Acquisition
Different from customer acquisition cost, this is a comparison that can vary.
An acquisition is actually defined by the business owner.
It can be a new contract, a new lead or a qualified lead.
As mentioned, this metric is common in lead generation campaigns.
It is the sum of your spend and the leads acquired within a period of time.
An interesting tip is to compare your CPA with the revenue generated on each acquisition.
So, if your CPA is higher than the RPA, it is an indicator that your strategy is failing.
Cost per Lead
Cost per lead, as the name implies, shows how much you spend to generate a new lead.
It can be a metric similar to CPA, however, it applies only to one type of contact.
Lead generation is a recurrent practice in Digital Marketing strategies.
We already said how important lead management is, didn't we?
More leads represent more opportunities, so we need to measure them! CPL is the metric to see how your efficiency, spend and projected lead generation is doing.
Retention and Churn Rate
Nobody wants to get rid of a customer, right? Therefore, it is important to see how many of them are leaving each month, year, or over any period.
Retention can be calculated using the total number of customers at the beginning and end of the period, along with the number of new customers.
Retention rate = ((Clients at the end of the period - new clients)/ clients at the beginning of the period) * 100
The retention rate is always equal to 1 - churn rate.
In other words, these numbers represent the same thing under different perspectives.
Let's take an example: you start the month with 120 customers and end it with 130, you conquered 20 new customers and you had 10 churns.
The result will be 10 extra customers.
This means a retention rate of 91.67% of your customers, or a churn rate of 8.33%.
Traffic per channel
A Digital Marketing strategy, today, uses several acquisition channels.
Several of them are available and have a consolidated audience volume.
From organic search to social networks, paid campaigns, among others.
Each of these channels will have an impact on the number of visits your domain receives and, as a consequence, on the number of sales it generates.
Therefore, it is important to check the performance of each of your channels to understand how your results are doing.
New sessions
Sessions are calculated, in a standardised way, by the engagement of a user for up to 30 minutes. Therefore, if you visit a website twice in a 30-minute interval, that will be considered as one session only.
However, after 30 minutes from the first visit, it will be counted as a new session.
When your content has a high drawing power, frequently new and returning users will visit it.
What are the tools of digital marketing?
Other aspects that positively differentiate digital marketing from traditional options are the various tools that can help you manage and measure your results across all channels.
Digital marketing tools will help to filter out the most important information, understand the development of the strategy, generate reports and track the numbers.
Therefore, it will only be possible if you understand exactly what your goals are with each marketing strategy and if you focus on the numbers that really matter.
Therefore, we are going to list some tools and their different uses so you know exactly what and how to choose the best options for your team:
- SEMRush: comprehensive SEO and digital competitor analysis tool.
- Ahrefs: specialised in linkbuilding, this platform allows you to find backlink opportunities and blog content.
- Google Analytics: with it you will be able to fully analyse the behaviour of users on your website. It is free of charge.
- Google Search Console: search engine platform that allows you to identify the crawl frequency of the algorithm on your website.
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