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Digital Marketing and Advertising 101

In this issue: Beginner’s Guide, What is Digital Marketing and Advertising?  Online Marketing, Web Marketing, Online Advertising, Internet Marketing, Social Media Marketing, or Online Strategies?  What’s the difference? What should I know? Have I hired my Social Media Manager yet?


Learn more about Search Engine Optimization (SEO), Website Strategy, Integrated Online Marketing Strategies, Pay Per Click Advertising, Social Media Management, Social Media Marketing, Email Outreach Programs, Custom Collateral Design and Branding Elements, Local Specific Online Marketing and more.


Okay, time to get into the nitty gritty. 


Intro to Online Marketing. Step 1, understanding the basics


Search Engine Optimization (SEO) - SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines. There are many aspects to SEO, from the words on your page to the way other sites link to you on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand.


Content Generation and Optimization - Content and copy refer to written material. This is the text that you see and read on a website. The process of making your website's home page or a particular page on your website more attractive to search engines and users is called optimization.


Search Engine Marketing (SEM) - Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.


Quality Link Building - Link building (alternative spellings include link-building) refers to the process of getting external pages to link to a page on your website. It is one of the many tactics used in search engine optimization (SEO). Links are STILL the best way to determine the quality of a webpage. That’s why backlinks remain Google’s go-to ranking signal.


Website Strategy - A web strategy is a long-term strategic business plan indicating how to create and develop a company's online presence adhering to the business development strategy. Your website design isn’t just art. It involves a whole collection of different skills — from copywriting and typography to layout and art — all fused together to create an interface that not only features a pleasant aesthetic but that communicates function and facilitates easy access to its content which converts traffic to sales.


Integrated Online Marketing Strategies - Content placed in email, social posts and blogs all drive traffic to the website. Integrate content marketing into lead generation, measure, model, and review.


Pay Per Click Advertising - PPC is an online advertising model in which advertisers can display ads for their goods or services when users – people searching for things online – enter relevant queries into search engines. Advertisers are only charged when a user actually clicks on their ad, hence the name “pay-per-click.”  Examples: Google Adwords


Social Media Management - Manage social media marketing campaigns and day-to-day activities including: Develop relevant content topics to reach the company's target customers. Create, curate, and manage all published content (images, video and written). Monitor, listen and respond to users in a “Social” way while cultivating leads and sales.  


Social Media Marketing Campaigns - A social media campaign is the use of one or more social networks to promote your business to achieve measurable results.  Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns.  Facebook, Instagram, Twitter, LinkedIn, Youtube, Snapchat, Wordpress, Tumblr etc. (*Some Social Media Integration tools included with your Ecommerce Wix Subscription)


Managing Social Media is a vital investment of time and resources- so businesses either hire help (Social Media Manager or an Agency) or use online service providers like Hootsuite (


Email Campaigns/Direct Email Marketing - An email outreach program is when you create an email and solicit people to review your product, site, service etc and hopefully gain buyers, influencers, leads, and followers.  Any email communication is considered email marketing if it helps to build customer loyalty, trust in a product or company or brand recognition. Email marketing is an efficient way to stay connected with your clients while also promoting your business. 


An Email Marketing Feature is Included with your Ecommerce Wix Subscription. It has an Intuitive Editor for easy to build Email List and Campaigns. Lots of free templates. Custom sign up forms to build your mailing list and establish your customer base. Seamless contact integration, import existing contacts, powerful social media tool, and provides easy-to-read yet detailed statistics.


Wix offers more robust Advanced Email Marketing ( Shoutouts ) services, follow here for more details:


Other comparable Email Marketing Service Providers are: Mailchimp, Constant Contact, StreamSend,  Other examples: )


Re-targeting Efforts - Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website or landing page. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.


Custom Collateral Design and Branding Elements - Marketing collateral is a term for a collection of media used to support the sales of a product or service.  It’s vitally important to have a style guide to ensure consistency across all marketing materials. Repeat design elements, colors and communication style throughout all marketing materials to reinforce the image of your brand. Printed marketing pieces should include the colors and graphics used in your digital marketing efforts. The fonts should match from the business cards to the brochures to the postcards, and even your website.  


Local Specific Online Marketing - The integration of geographic data in search results represents a huge opportunity for local businesses on the worldwide web. Since you’re no longer relying on Yellow Pages, print advertising or phonebooks to draw in business, you need to devote significant time, effort and resources to your online marketing. Customers are searching the web and using mobile devices to find products and services in their community. Claiming and optimizing social media profiles and business listings in Google Places, Yahoo & Bing Local, Four Square & Yelp will assist in appearing in their search results.  Register your local franchise/business with the above mentioned.  Registering or listing is usually free and most offer paid premium listings or enhanced marketing services. has an extensive library of tutorials online: Wix Help Center


Thank you for reading, 


Martina Cortez


Next Up Coming Soon: Step 2: Email Marketing 101

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