A BEGINNER’S

GUIDE TO
DIGITAL
MARKETING
What can we help you with

Performance marketing Digital Advertising

Digital Analytics (Google Analytics)
Search Engine Optimization (SEO)
Conversion Rate Optimization (CRO)
Consulting & Strategy

Creative & Offline Creative Direction

Creative Campaign Development
Copywriting

Visual Communication Design Art Direction

Design Strategy
Branding
Photography
Video production
Packaging
UX & UI
Digital Desig

Digital Marketing Services Social Media Marketing

Community Management Support
Content Writing
E-mail Marketing
Native Advertising

Development Web App Development

Web Development
Ecommerce Development

Other Education
Media Buying
Influencer Marketing
Chapters

Introduction 4
1. Why do you need digital marketing? 5
1.1. How does it work in practice? 7

2. Websites 8
2.1. Statistics 9
2.2. SEO for websites 10
2.3. How to do it? 11
2.4. Main types of websites 12

3. Content Marketing 14
3.1. So how to impress your customers? 16

4. Social media 19
4.1. Meta or Facebook - Still #1 21
4.2. X - A trend oriented platform 22
4.3. Instagram - A social media giant 23
4.4. Linkedin - A network for proffesionals! 24
4.5. TikTok - A rising star 25
4.6. So, which social media should you use? 26

5. Influencer Marketing 27

6. Google ads 29
6.1. Campaign types 30
6.2. Targeting options 33
6.3. How google charges you for this? 33

To conclude 34

3
INTRODUCTION

Swimming in marketing waters is a challenging task. Budgets are often limited,

there’s never enough time, and goals that must be achieved by the given deadline
are, to put it nicely, challenging. Therefore, campaigns must be targeted toward
relevant audiences, have clear messages and precisely defined goals. With
specific knowledge and a set of skills, you will be able to successfully lead such
campaigns with a bit of help from digital marketing.

Is Facebook advertising worth the cost? Why should we have a TikTok or

Instagram profile? Which one is better for our business? Will a quality blog attract
more customers? As a digital marketing agency, we get questions like these daily.
Although digital marketing has been here for quite some time, it is still a novelty
and a challenge for many companies and businesses. Because of this, we have
decided to gather answers to these and many more questions in this eBook for
Digital marketing beginners.

4
 1
WHY DO YOU
NEED DIGITAL
MARKETING?
1. WHY DO YOU NEED DIGITAL
MARKETING?

Digital marketing is different than traditional marketing in many ways. But its
most important difference is that it focuses on the customer through two-way
communication, happening in real-time. With the assistance of digital technology,
we’re offering our customers a personalized message and a quick answer to any
question they may have.

In traditional marketing, you as a business are pushing your message to all

potential customers in the market. In contrast, the customer is often looking for
you in digital marketing. This is a different marketing concept than ever before
because instead of bombarding your clients with continuous calls, TV ads, and
billboards, you are now entirely adapting to your client’s needs and concerns by
communicating with them directly, on a more personal level.

This kind of marketing is based on integrity: connectivity through all your digital
channels, through which you are telling a coherent story from the first moment
when a potential client hears of you until the moment they become your satisfied
customer. Each channel has its role in the process and needs to be perfectly
compatible with all the other channels to send the same message: we are the
best solution for your problem!

It’s hard or even impossible to achieve this kind of communication and

connection with potential customers through the traditional media, but it’s very
much possible with the digital marketing channels. If you show that you care
about their opinion and that they mean more than just a sales figure on a paper,
your clients and customers will know how to appreciate it.

Before the emergence of the digital era and new media, marketing focused
solely on sending promotional messages to potential customers rather than
their responses. So, it was a one-way type of communication. New technologies
changed that concept because they allow you to analyze your marketing
activities and efforts as soon as you launch them. So, you can immediately get
visible feedback from the user, and communication becomes two-sided.

This way, you can focus on the methods and ways of promoting that have proven
to be the most successful. You listen and adjust to your users. This way of doing
business saves you precious time and money.

6
1.1. HOW DOES IT WORK IN PRACTICE?

Let’s say your company role is one of a marketing manager, and you have a
goal to achieve a better online presence in the 1-2 years ahead. First, you need
to stay up-to-date with all the new information, which quickly changes in digital
marketing. Secondly, you need to choose which digital platforms are the best
solution for your business and what results you can achieve with them. Thirdly,
you must set realistic and measurable goals.

So, to recap the first chapter, with the correct use of digital marketing, you
can form a new advertising media platform for your products, use it as a sales
channel, and also as a highly effective customer service through which you can
build and maintain strong relationships with your customers.

These advantages have proved to be the most valuable for companies that
cannot afford to spend much money or other resources on marketing.

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 2
WEBSITE
2. WEBSITE

The website is where you can show your customers who you are, what you are
doing, and the most essential thing: exactly why you are the best solution for
their problem. Later, we will write more about what kind of content you can create
on your page and why it is functional. For now, we will name a few reasons you
should make one if you want your business or brand to be taken seriously.

2.1. STATISTICS

The website (webshop) never sleeps. Even after working hours, your customers
and potential clients can get the information they need about your services
or products at any moment or buy them if you have an integrated webshop.
The website is your online catalog, available 24/7 to all potential customers.
According to Google, 53% of all shoppers conduct online research before buying
to ensure they make the best possible choice. Why would you choose not to
present your service or product to them? In the end, the website is the all-in-one
place where you can offer, sell, and inform about your products and services, and
answer customer inquiries.

According to Statista, as of 2023. there are 5.3 billion Internet users today, and
4.95 billion are social media users too. With over half of the world’s population
(65.7%) being online, imagine how many new customers you can attract daily,
weekly, or yearly, no matter what industry you’re part of. Be sure to use that
opportunity wisely!

Once you do create a website, it’s important to fill it with quality content which
will show that your products and services can be trusted and that you know what
you’re doing. High quality content means good promotion and credibility and,
thus, more sales.

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2.2. SEO FOR WEBSITES

After setting up a website and creating valuable and engaging content for it, you
need to make it easily accessible to an organic audience, and you will do so with
search engine optimization (SEO).

At first, you may find the term ‘SEO optimization’’ intimidating. But as we proceed
further, you’ll get a full picture of why it is so important in digital marketing.

When you make a website and invest effort and money into it, it would be a
shame if it is poorly visited. Paid digital advertising is an easy way to attract
customers to your new Page. Still, you must appear in organic search engine
results to be the best in your field and gain industry credibility. In other words,
the webpage must be easily accessible to search engines like Google to attract
people, who can then see why you are the best in what you do. That’s why you
need to take some time and optimize your Page.

Optimizing a website means making it more desirable for browsers like Google.
Such browsers essentially ‘’judge’’ all the available websites regarding a specific
topic and rank them in the ‘’search engine results pages’’ depending on the

10
quality of their content. This is helpful because research shows that people usually
click on the search engine’s first five results because they do not have the time to
look for more or consider it a waste of time. Research has shown that over 75% of
users never click past the first page of search results.

Considering this, the whole SEO (search engine optimization) philosophy

summarizes like this: the higher your website’s organic rank is in the search engine
results, it will be more likely to have more visits and, therefore, new potential clients.

2.3. HOW TO DO IT?

The most popular form of glamming up your site or content is keyword optimization.
These are the words people enter in the search engines, the terms your potential
clients are searching for.

There are many tools to help you find out which keywords are prevalent in your
business or, better say, industry. Luckily, many of them are free. To name a few:
Google Keyword Planner, Google Trends, and Semrush.

Using these tools, you can easily find which keywords would be helpful to use on
your website to make it more popular and visited. While many other factors affect
your site’s popularity, selecting keywords is the primary step to trigger other positive
things like colleague referrals, backlinking (links to your site from other sites),
naming relevant online sources, etc.

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2.4. MAIN TYPES OF WEBSITES

In this part we will briefly touch on main types of websites in digital marketing.

2.4.1. WEBSHOPS

Webshops, also known as online stores or e-commerce websites, are digital

platforms that allow businesses to sell products and services over the internet.
These online retail outlets provide a virtual storefront where customers can
browse through a catalog of items, add products to their shopping carts, and make
purchases using various online payment methods. Key features of webshops
include product listings, shopping cart, checkout process, payment options, security
measures, order management and customer accounts. Popular examples of
webshops include Amazon, eBay, Etsy, and many others. Businesses of all sizes,
from small entrepreneurs to large corporations, utilize webshops to reach a global
audience and streamline the buying process for their customers.

2.4.2. PRESENTATION WEBSITES

A presentation website is a type of website designed primarily to showcase and

present information about a particular individual, company, organization, product,
service, or topic. Unlike e-commerce websites or complex web applications,
presentation websites are typically static and serve as online brochures or portfolios.
They are used to convey information in a visually appealing and organized manner.
Here are some key characteristics and uses of presentation websites: informational
content, visual appeal, brand identity, contact information, portfolio showcase,
marketing and promotion, credibility and trust building and accessibility.

Common examples of presentation websites include personal blogs, corporate

websites, portfolio websites, and landing pages. The primary goal is to inform,
engage, and create a positive impression on visitors, whether they are potential
clients, customers, employers, or other stakeholders.

2.4.3. LANDING PAGES

A landing page is a standalone web page created for a specific marketing or

advertising campaign. Unlike other web pages, which serve a variety of purposes, a
landing page has a single focus – to convert visitors into leads or customers. These
pages are designed with a clear call-to-action (CTA) and are often used in digital
marketing strategies. Here are some key characteristics and uses of landing pages:
focused content, Call-to-Action (CTA), simplicity, information capture, consistent
messaging, tracking and analytics, A/B testing and responsive design.

12
Most common use of landing pages include product launches, lead generation,
event registrations, sales promotions, email list building and advertising campaigns.
Overall, landing pages are a crucial tool in online marketing, providing a targeted
and focused platform to drive conversions and achieve specific business objectives.

Although these websites are primarily tools for optimizing digital marketing
campaigns, they can also be part of marketing mix in 360 campaigns. Integrating
webshops, presentation websites, and landing pages into a 360-marketing
campaign allows businesses to create a cohesive and multi-channel approach to
reach and engage their target audience.

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 3
CONTENT
MARKETING
3. CONTENT MARKETING

When we talk about content marketing, we need to remember the percentage of

53% of people who, before they buy something, are looking for information about
that product or service on the Internet. By definition, content marketing is creating
and distributing content to attract and retain customers.

For example, let’s meet one of these potential buyers and call him Mark. Mark
knows what he wants. He’s after a precise product which your company sells. Let’s
say your company is one of the leading brands in kitchenware, including high-end
coffee machines. Mark is a huge coffee lover, and he is on the hunt for exactly that:
a perfect coffee machine with all possible settings for different types of coffee.

Before he buys the ideal coffee machine, Mark can put the type of product he wants
to buy into the Google search engine and find all the information he needs. By
information here, we mean what different brands of a given product are available on
the market, the differences in pricing, etc. If you’ve done the first step and optimized
your website well, your company will appear among the first results.

Content marketing truly matters once you attract customers to your website or a
social media channel. Why? If you regularly inform customers about new ways
to use your products via blog posts, podcasts, videos, etc., give them helpful
information, or entertain them, they will return to you. In Mark’s case, he may share

15
a good comment in the comment section of your webshop or, even better, a picture
of your product on his Facebook or Instagram page telling how satisfied he is with
it, which means that all his online friends will see it and may consider buying it too.

So, apart from creating a good relationship with Mark, he has automatically become
a spokesman for your product, and you can continue to communicate with him
directly and quickly. Also, this way of providing information is excellent for collecting
leads because you offer helpful information for a contact exchange, which can later
become another satisfied user. This way, you order a valuable database of people
you know in advance who are interested in your product or service, which will be
extremely useful for sending them further offers.

To recap, watch this video, which sums up what content marketing is and why it is
essential if you want a successful digital marketing strategy.

3.1. SO HOW TO IMPRESS YOUR

CUSTOMERS?

Being memorable and different in the sea of unique and highly perfected websites
is difficult. Creativity is the key here. One of the fundamental qualities of successful
people is a creative approach to business. You don’t have to work twice as much
as others do. It’s enough to do it more smartly. One of these clever steps is creating
exciting content that will differentiate you from the competition.

You can create quality content in many ways. In the following chapters, we’ll cover
the most essential forms.

1. BLOG

The blog you write on your website can help educate the user. The blog is a short
story that needs to be written continuously, like a diary. According to Hubspot,
companies that blog regularly receive 55% more website visits and 97% more
inbound links.

This way of communicating with your potential and existing customers gives them
the knowledge that they are speaking with the right person on whom they can rely
as a trustworthy source of information. The personal approach and the impression
that you are interested in the ideas, opinions, and feedback about your product
gives your brand that one step more, which experts like to call the ‘‘X Factor’’, and

16
that’s precisely why people will buy your product instead someone else’s, and
what’s even more important, what will make them come back to you as a satisfied
customer.

Pictures, infographics, videos. Sometimes, words are not enough. The average
buyer/reader spends 13 to 15 seconds on each viewed content, so use an image,
infographic, or video to capture their attention. Such a visual way of showing data
is better than long texts that your busy audience has no time to read. In addition
to being an excellent way to sum up a lot of data and make them look more
attractive, this is also a great way to present new things and projects because
animations, images, and video footage make it much easier to attract attention.

2. EBOOK

When you want to present a lot of content on a topic you specialize in as a

business, an ebook is the correct form. Although it holds a word book in its name,
it is written in a manual-like format because people are reading it on the screen
where it’s easy to draw attention to other content. When you write it, make sure
it is easily accessible to your users, and you will do so if you place it on your
website and promote it on all social networks you use, like Instagram, LinkedIn or
Facebook.

3. CASE STUDY

Case studies are also beneficial content on your website as they serve as an
online portfolio of your work. Through them, you can show off your work and the
results you’ve achieved working with a particular client or project. They often
include many pictures, videos, and infographics with limited text to capture the
attention of website visitors.

The main goal of case studies is to give credibility to your business and
encourage potential customers to contact you regarding their needs. To better
understand how they can look, look under the section ‘’Projects’’ on our website.

4. NEWSLETTER

Your goal as a business is always to make your customers feel special and cared
for. And a newsletter is a perfect way to do so. Every week or two, send them a
‘’report’’ via email that contains relevant news from your business and industry.
Do you have a new employee or promotional action? Tell your customers! The
Newsletter is a great way to maintain good contact and inform the customers
about what’s happening with your business and keep them updated.

In this HubSpot article, you will find valuable tricks on how to write an excellent
newsletter.

In the end, remember, whichever form you choose to use to create your content,
it’s always important to remember who you are making it for. Are your ideal
audience teenage boys or maybe employed women in their 30s? Do you speak
to sales directors expecting official communication, or can you use a more
relaxed text form? Thinking this way will make it easier to customize the theme
and presentation of what you want to post.

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3.1.5. SMS MARKETING

SMS marketing, also known as text message marketing, is a form of digital

marketing that involves sending promotional messages or alerts to a target
audience via Short Message Service (SMS) – commonly known as text
messages. SMS marketing allows businesses to communicate directly with
customers on their mobile devices, delivering concise and timely information.

Key features and aspects of SMS marketing are that it is permission-based, it

requires direct and immediate communication with short and concise messages.
As already mentioned, it is often used for communicating promotions and offers,
appointment reminders and alerts. Some SMS marketing campaigns allow for
two-way communication, enabling customers to respond to messages but in
general it is used as a one-way communication channel. It is a perfect asset to
use in mobile friendly campaigns and it is quite convenient since SMS marketing
platforms often offer automation features, allowing businesses to schedule
messages in advance or set up automated campaigns triggered by specific
events or customer actions. SMS marketing can be integrated into a broader
multichannel marketing strategy, complementing other channels such as email,
social media, and in-store promotions.

While SMS marketing is a powerful tool for reaching audiences directly and
quickly, it’s essential for businesses to use it judiciously and respect users’
preferences and privacy. Overuse or irrelevant messaging can lead to customer
dissatisfaction and may violate regulations. When done effectively, SMS
marketing can be a valuable addition to a comprehensive marketing strategy.

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 4
SOCIAL MEDIA
4. SOCIAL MEDIA

When you are confident that you have the best website version, it’s time to move
on to the second part of digital marketing. People can now find you easily online,
read your content, and find information and entertainment. They can also find
out what you have to offer and how much it will cost them, and possibly order it
through the webshop integrated through your website. But what you miss is regular
communication with your existing and potential clients.

This “hole” in marketing social media fills great. Social media is an excellent choice
for quick, real-time communication. In addition to being a good way to share
information and better connect with people quickly, social networks offer a lot more:
advertising for targeted groups, branding, finding potential business partners,
developing new ideas, ranking on search engines, organizing contests simply, etc.

Today, there are 4.95 billion active social media users in the world. That is more
than half of the world population (61.4%) – online – every day! Yes, read that again.

With these numbers in mind, it is not surprising that the popularity of marketing on
social networks has increased during the last decade. In addition, digital advertising
has provided something that classic media can’t: direct communication and
measurable results.

When buying something in real life, you probably prefer sales assistants who are
kind and cheerful rather than the grumpy and frowned upon person who wants to
get rid of you as soon as possible. Social networks should function like friendly
sales assistants ready to help you anytime. They serve as a virtual place where
you can listen to what your customers have to say and what they would like to see
improved in the future and also provide them with answers to all their questions
quickly and efficiently.

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4.1. META OR FACEBOOK – STILL #1

The social media winner by the number of most active users worldwide is still
Facebook or Meta. Surprised? Well, Facebook is still very much alive and kicking
despite the rebranding it had in 2021.

As of 2023, there are over 3 billion active Facebook users today (3.03). That means
that nearly two out of every three of the 4.89 billion social media users worldwide
are active users of Facebook. This makes it an incredible advertising platform. But
Facebook offers much more than only advertising. If used right, a Facebook page
can serve as a perfect platform for raising brand awareness and engaging directly
with your current clients and customers and those who have just heard of your
brand and are interested in it.

Facebook offers you three options: personal profile, group, and professional page.
As the profile is reserved for private individuals and has a limit of 5,000 friends,
and the groups are formed to gather people with the same interests (for example,
people who love to hike or support groups for new mothers, etc.), the best and
most appropriate choice for your business is a Facebook Page.

A concrete example is the best way to show why Facebook is so helpful. Let’s go
back to your customer Mark and say that he wants to find out specific information
before he buys a product he wants. He can send you his questions through his
Facebook inbox, where he can quickly get a thorough answer from you.

Quick and easy communication with your potential and existing customers is
invaluable and should be cherished. If you, as a brand, take it seriously and commit
to responding to every inquiry, comment, or review you receive on Facebook, you
will form a strong bond with your customers, which will make them loyal consumers
of your brand.

Facebook also offers a sea of advertising possibilities through Meta Ads Manager.
Read our eBooks on Facebook advertising for beginners and advanced users to
learn more about them.

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4.2. X – A TREND ORIENTED PLATFORM

Though not as popular as Facebook, X (former Twitter) should be addressed

sometimes, especially if your target audience is middle-aged and computer-savvy.
X works based on short posts called ‘’tweets’’. Users can respond to tweets and
start conversing with you, share (retweet) your post with their followers, or like it on
Facebook. For a long time, tweets were limited to only 140 characters, which was
X’s best-known characteristic. But, in 2017. Twitter introduced new features and
increased the 140-character limit to 280 characters.

X is instrumental in building your image if you do business in a market where it

is used regularly. For example, it is much more prevalent in US and UK markets
compared to some European or Asian countries.

Through the ‘’mentions’’, you can track where your business is mentioned and
learn about your industry, market, and customers. Also, you can use it for quicker
networking with professionals from your area, so if you are entering the business
world, this may be a valuable social network for you.

Of course, we can’t talk about X without mentioning its recent tribulations. X,

formerly known as Twitter, has lost 11.6% of its daily active users since Elon Musk’s
takeover in October 2022., dropping to 225 million users. The company aims to
achieve profitability by 2024. So we will keep monitoring it as we’re sure more
changes will come in this once trendy social media platform.

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4.3. INSTAGRAM – A SOCIAL MEDIA
GIANT

Instagram is a social media platform highly focused on visually appealing content.

It is the king of aesthetic content among all social media platforms. With over
two billion active monthly users, this primarily mobile social network attracts
more business users daily. The rule: image speaks a thousand words works for
advertising, too, and Instagram proves this. Instagram is ideal for telling your
brand’s story through photography and now videography (Reels videos).

Social media is about informal communication where the user becomes a part of
your story. If you use it well, Instagram can be an excellent place for getting to know
your consumers more personally. There are many tools that Instagram offers you
to engage your followers with a brand. Fun polls and other interactive possibilities
of Insta stories, reposting the pictures and Stories of your followers that showcase
your product, regular commenting and liking the content of your followers, etc., will
all help you present your brand as a business that cares about their customers and
wants to participate in their daily life.

As we said, Instagram is all about high-quality, aesthetic visual content. No matter

which industry you work in, you can present your brand in the right way via visuals
on Instagram, but to do so, you need to have a clear picture and strategy of what
you want to communicate. Meta introduced Instagram Reel videos in August 2020
as a response to the growing popularity of TikTok and video content. Since then,
Reels have become an essential part of this network’s content strategy, so make
sure to include them in your Instagram content.

Instagram offers a lot of forms of advertising through Business Ads Manager. You
can create feed, Story, carousel, and catalog ads and use many editing options to
make ads more appealing and organic to the platform. All forms are apparent and
only appear to those intended for - your target audience.

Like on Facebook, ads can target by gender, age, location, interests, affinities, and
other data from individual profiles. Instagram is ideal for tourism, fashion, design,
gastronomy, and other industries that attract users through their visuals. If you want
to learn more about successfully using Instagram for your business, download our
free eBook here.

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4.4. LINKEDIN – A NETWORK FOR
PROFESSIONALS!

LinkedIn is a business-oriented network. Communication is usually professional,

and the network has over 900 million users. LinkedIn’s primary idea was networking
and finding employment, but the companies also use it for advertising. In recent
years, LinkedIn has also become a fantastic tool for the personal branding of
professional individuals who use this platform to share their expertise on specific
topics from their industry.

So, LinkedIn is the right place to show professionalism and work ethics. You’ve
received a reward that is well respected in the industry? Publish it to LinkedIn!
Are you looking for an employee? Publish it to LinkedIn! Here, you can search for
recommendations and evaluate the talents and skills of others, which will further
enrich your profile and give you the credibility of the LinkedIn community. But
remember, other users can do it equally for you. You can have two types of profiles
on LinkedIn: as a private person or you can create a company page. Also, LinkedIn
Groups can be quite helpful in educating yourself on specific topics related to your
career and work.

Regarding content, LinkedIn prefers longer posts, which makes it unique in social
media. If you want to publish your case study about a particular issue or an
interesting article about industry trends, LinkedIn is the right place to do so. Here,
focusing on making your profile full of quality content related to your business is
essential. LinkedIn can help you network and find new customers if you do it well.

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4.5. TIKTOK – A RISING STAR

TikTok has exploded into a staple social media network and a favorite to use by
many in the last few years. No wonder it was named the fastest-growing social
media app in the world. With over 1.08 billion active monthly users worldwide and 3
billion application downloads so far, it is a channel that has sparked much interest
among daily users and brands worldwide. Many of them now see TikTok as a fresh
new marketing channel.

TikTok was first released in 2016. But its popularity skyrocketed during the
COVID-19 pandemic. The platform saw the highest app downloads in Q1 2020,
driving over 315 million downloads worldwide. This coincided with the time when
countries worldwide got locked down, and people turned to social media trends to
keep them busy at home and connected with their friends, family, and the wider
world.

To catch the wave and reach this whole new group of potential consumers, brands
have increasingly adjusted their social media strategies to fit the TikTok platform
into it. Unlike social media like Instagram or YouTube, TikTok videos don’t focus on
perfect aesthetics. You don’t need perfect lighting, high video quality, paid actors,
etc., to start creating TikTok content. It’s all about creating genuine and organic
content relatable to your target audience. So, instead of a perfect grid, embrace
humorous situations connected to your brand, product, or service and show more
‘’human’’ side of your brand through this channel. If done well, it can come a long
way and create fantastic awareness for your brand.

TikTok also has advertising options for all business accounts through the TikTok
Ads Manager, which works very similarly to Meta Ads Manager. Find out more here.

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4.6. SO, WHICH SOCIAL MEDIA
SHOULD YOU USE?

Although they offer more of a personal touch, all social media is different. Facebook
is, for example, ideal for almost all kinds of businesses. At the same time, a retailer
targeting a teenage audience will have little success at LinkedIn, which has an
older and more professional user structure. On the other hand, x (former Twitter) is
excellent for quick and concise communication. Instagram is perfect for all products
and services that enhance the visual presentation of products or services. Still, if
you’re selling B2B software solutions, it would be better to focus on LinkedIn. At
last, TikTok is the place to have fun, follow trends, and create genuine content that
your customers can relate to - without high-quality production!

Of course, there are a lot of other social media platforms that have their fair share
of popularity (Snapchat, Pinterest, etc.), those that are just getting started (BeReal),
and those who have a high amount of followers on local markets – Weibo, WeChat
(China) and Vkontakte (Russia).

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 5
INFLUENCER
MARKETING
5. INFLUENCER MARKETING

Influencer marketing is a type of marketing strategy that involves partnering

with individuals who have a significant and engaged following on social media
platforms to promote a product, service, or brand. These individuals, known
as influencers or content creators, have the ability to impact the purchasing
decisions of their followers due to their perceived authenticity, expertise, or
authority in a particular niche.

Influencer marketing leverages the influencers’ reach and influence to create a

more authentic and relatable connection with a target audience. They can be
categorized into micro-influencers (fewer followers), macro-influencers (moderate
followers), and mega-influencers or celebrities (large followers). Influencers
often specialize in specific niches, such as beauty, fashion, fitness, travel, or
technology. Brands can choose influencers whose audience aligns with their
target demographic and product offerings.

Influencers create content, such as photos, videos, or blog posts, to showcase

products or services in a way that resonate with their audience. They can
publish that content on their social media channels, or they can have exclusive
agreement with brand to create content just for their social media channels.
Brands can collaborate with influncers through partnerships, sponsorships or
ambassador programs. In turn for created branded content influencers may
receive compensation, free products, or other incentives.

To learn more about Influencer marketing download our Influencer marketing

eBook, here.

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6
GOOGLE ADS
6. GOOGLE ADS

Choosing the correct type of Google Ads campaign type is crucial to attaining
your advertising objectives.

The best way to choose the correct type of campaign is guided by the following
principles:
• at what stage is your product
• does the target audience know about your product
• is there significant competition in the market
• do you see advertising as a short-term or long-term project
• what sort of media does your target audience consume

6.1. CAMPAIGN TYPES

When someone mentions Google Ads, people often only think of text ads that
appear in their search results. That’s only one of the possible types.

You can do These eight marketing campaigns on Google: Search, Display, Video,
Shopping, App, Performance Max, Smart, and Discovery. As this is a beginner
guide for Digital marketing, we will only briefly introduce you to the three most
used and well-known categories of Google Ads campaigns. There is a lot more to
learn about Google Ads than it says in this eBook section.

Every campaign type is different and unique in its own way, and if we spark an
interest in you to learn more about this complex form of online advertising, you
can always learn more by reading through our Blog section.

1. SEARCH CAMPAIGNS

Do you like cake? We sure do! Let’s say you’re in New York and you want to find
best cake bakeries in the city. You’d probably type into Google something like
this: cake bakery nyc

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The first four results are ads that local New York City bakeries created and set up
for them to show for the keyword that you typed in: “cake bakery nyc”.

These ads can appear above or below organic search results and have a
‘’sponsored’’ mark next to them. We call this type of campaign inbound because we
only show ads to users actively seeking the solution we may offer them.

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2. DISPLAY CAMPAIGNS AND DISCOVERY CAMPAIGNS

In the awareness phase, display and discovery campaigns are most often used,
in which the text part of the ad is usually combined with imagery. With these
campaigns, attracting attention with enticing visuals and a compelling message is
essential. The brand slogan steps out the most because of its brief message.

The most significant metrics measured in these campaigns are the number of
users reached, i.e., Reach, and the number of ads shown, i.e., Impressions.
In addition to the above, marketers often look at the cost per thousand ad
impressions, or CPM for short. Micro and Macro conversions at this stage are not
the primary indicator of campaign success, so you should not fret about a reduced
number of conversions and a lower rate of clicks on ads (abbreviated CTR).

Another term for this type of campaign is outbound because, with them, we target
individuals who are not actively searching for our product. Still, we serve them
advertisements during their daily use of the Internet.

3. VIDEO CAMPAIGNS

Video campaigns show your video ads on their own or within other videos on
YouTube and across the Google Display Network. If you want to make a digital
switch from TV to YouTube, these are the campaigns for you. Easy to use, perfect
for beginners with small budgets or experienced advertisers with a large budget
and big goals. To start advertising through video campaigns, you need to have an
active YouTube channel and upload the desired video to the channel. That video
will later serve as an ad. In addition to the video itself, it is also possible to insert
the text that will be displayed in the ad.

4. PERFORMANCE MAX

The newest type of Google Ads campaigns, Performance Max, enables you to
combine search and display ads. At the same time, Google Ads determines which
channels it will use to position ads, aiming to maximize the number of conversions
achieved. In addition to the ad titles and descriptions we input in traditional search
campaigns, we can insert images and videos to make the ad more prominent.

In general, performance max campaigns are still in their infancy, but as time
goes by, they are growing wiser using machine learning. Using machine
learning, Google Ads better recognizes your users’ behaviors and more precisely
determines the channels and types of messages.

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6.2. TARGETING OPTIONS

Every campaign type has three fundamental targeting options:

• Devices: mobile, tablet, desktop
• Location: country, city, region
• Language: any world language - beware of this, as this targeting option uses
the user’s Google interface language!

Besides these fundamental targeting options, there are, of course, a lot of others.

From Interest targeting and Affinity audiences in Display campaigns to operating

systems, wireless networks, targeting in Video campaigns, and so on.

6.3. HOW GOOGLE CHARGES YOU

FOR THIS?

There are three ways Google can take your money:

• CPC (cost-per-click) - you are charged when someone clicks on your ad.
Good to use when you want to drive traffic to your website.
• vCPM (cost-per-thousand viewable impressions) - the name says it all. Use
this when you want to create awareness for your brand. But it is important to
mention that it is only available for Display Network campaigns.
• CPA (cost-per-acquisition) - you are charged when someone takes a specific
action on your site or converts. If you have something you want your users to
do on your site, this is a great option.

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TO CONCLUDE

Most people think a sales job ends after selling a product or service. But behind
every sale, there’s a continuous process of investing, creating, and analyzing.
Finding new customers and keeping the old ones satisfied is not an easy task.
Prepare to invest a lot of hard work, effort, and time, and not expect massive
results overnight.

Digital marketing is part of the more significant marketing strategy: a process that
monitors your potential customer in every step of their buying decision, offering
them quality content and support in response to their needs.

The primary purpose of digital marketing tools such as blogs and social networks
is to let our potential customers know we are present and ready to answer all
their inquiries anytime. We can do this even better if we optimize our page well
enough for our potential buyer to find it at the top of their online search or with paid
advertising. Once we offer a solution to customers’ problems, with our content, we
can explain to them exactly why our product or service is what they should choose.

Once you’ve sparked a visitor’s interest with your high-quality content, offer them
additional and valuable content (for example, a free ebook) for which they would
be willing to leave their information. In that way, you’ll gather a base of people for
which you’ll be sure it’s your target audience because they have shown interest
in your business. You can then send your offers to them and make sales without
wasting resources.

But, the ultimate advantage of digital over traditional marketing is forming a trust-
based relationship with the user, who, if satisfied, becomes a micro-ambassador of
your brand.

With this approach, you’ll be able to use an integrated strategy that, at any time,
from the very beginning of marketing to the closing of sales, matches the needs of
your targeted audience and provides you with an insightful way of analyzing your
work and market, as well as the content which you can always use again as the
value you offer.

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 By

with love.

https://kontra.agency/

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