This is due to the fact that consumer habits have changed significantly in recent years. If you cannot keep up with the growth of digital competences of your target group, a problem will arise. Your customers – both a large proportion of the current ones and a large number of potential new ones – are already online. If you do not wait for them there, when the moment comes when they will start looking for services or products offered by your company, they will turn to the better digitally exposed competition.

Internet marketing, especially if your company has not carried out such activities before (or has conducted them to a minimal extent), is an activity that requires a large dose of knowledge at the very beginning. Moreover, to say that later the necessity to broaden marketing horizons grows exponentially would be a delicate hyperbole at best. It is also worth remembering that while some of the elements that make up the digital image of a brand can be done for free or with a low effort and budget, costs will increase as they develop.

How to start internet marketing? Which tools to use? Which are essential at the beginning and which can be postponed when the brand grows digitally?

SEO

Virtually every brand should have its own website. Thanks to this, you can provide customers with basic information about your services / products and, above all, let them find you. A well-made website will allow you to make the right first impression and provide the necessary contact details. The website should be readable, aesthetic, fast and adapted to User Experience standards (more about UX later in the text).

However, in order for the website to be properly visible, it is important to properly approach its positioning. When a user enters a phrase that interests him / her, it returns a list of several dozen or several hundred thousand results in a specific order. It is not accidental, and the constantly evolving Google algorithm is responsible for it. However, you can live in harmony with it and use good SEO (Search Engine Optimization) practices from the very beginning.

The SEO of websites and online stores can be divided into two categories. The first is changes that we can make on the website itself – sometimes the whole process is called on-site SEO, i.e. SEO performed directly on the website. They mainly include the creation and optimization of content in such a way that it is “easy to digest” both for the user and for the search engine bot who will regularly visit and analyze the website.

It also means that the content is saturated with keywords for which we want to position the page – they should appear in several places in the text (possibly also in the headings), but you should not overdo them with excessive, unnatural intensity, because this will reduce the readability and quality of the text itself. To gain space for content that does not overwhelm with quantity (no one likes to read a wall of text), you should think about starting a company blog. This will allow not only to increase the amount of content, but also to present the brand as it deserves – i.e. as an expert in a given industry. In addition to substantive articles on a given branch of the market, the blog is a great place to present employees, current achievements and corporate culture – so that customers can also see the “human face” of the company.

On-site SEO also focuses on the technical refinement of the website:
– improving its loading time (the vast majority of users will resign from visiting if the page loading takes more than a few seconds) – this can be achieved, among others, by image compression, code minification, transfer to a faster server, etc .;
– adaptation to display on screens of different resolutions (most of the internet traffic takes place via smartphoness, which requires the use of other solutions than in the case of typical desktop versions – users of desktop and laptop computers, however, cannot be forgotten, there are also tablets);
– SSL certificate installation – it ensures encrypted communication between the website visitor and the server and is taken into account by Google bots;
– And many other aspects.

The second, no less important part of SEO is getting links leading to a given website, which is referred to by the term off-site SEO. It is they who signal to the network bot that, according to the social proof of rightness, the website is probably valuable and it is possible to raise its position in the search results. The key, however, is not to “hack” the right number of links from random pages – in SEO, the number must go hand in hand with quality. Tools such as Senuto or Ahrefs help in analyzing the link profile.

At the initial stage, the key information about SEO is the fact that SEO is a long-term process. Achieving satisfactory results is not possible in a week, month, and often even a year – it requires creating a plan and its proper implementation, adapting to the current algorithm updates and continuous training. What’s worse, once the results are achieved, it is easy to lose, for example, due to an ill-considered website update, which, for example, will cause problems with indexing individual subpages.

SEO audit

If you already have a website, it is worth checking carefully how it is doing in the search engine and what can be done to improve its positioning status. We are talking about performing an SEO audit, thanks to which you can check both the elements that can be improved on the site itself (on-site SEO) and the link profile (off-site SEO). On the web you can find many sites – both free and paid – with which you will automatically collect basic information on this topic. At Paraphrase Online com, we also prepared the possibility of conducting such a quick audit. The Google PageSpeed Insights tool, which checks the speed of operation and other basic elements that make up the “performance” of the website, may also be useful.

As a collection of general information, automatic SEO auditors and similar scripts are the first base for further actions. They only take into account the very basic factors influencing the position of the website, so if you think about SEO “seriously”, a professional audit by a specialist will be necessary. Multifaceted analysis allows you to develop a detailed SEO strategy, which in the vast majority of cases (except for extremely niche market sectors) is necessary to bring the website to meaningful results.

Google My Business

When a potential customer enters a company name, a section with details about the specific company often appears on the right next to the search results. Setting up such a business card is free, so you can display the most important data – phones number, address, opening hours or photos of the registered office. Thanks to this, the user has access to basic data without the need to search further, and you can make the right first impression. We write in detail about the GMF in a separate article on our blog.

Social Media

Social media is the modern equivalent of city centers. Depending on the current status of a given portal, they can be bustling (like Instagram or TikTok) or abandoned (like MySpace used to be). There is no doubt, however, that the presence in social media will be useful for most brands – they are perfect platforms for quick contact with the client – not only announcements “I am a given brand”, but also “maybe it’s worth establishing a dialogue?”.

The first question to be answered when considering setting up a brand account on social media is “which website is your target audience on?”. Each website is characterized by a slightly different user profile – due to the skillfully built up position of Facebook over the years, theoretically, you will find all age groups there, but Instagram and TikTok reach younger users better. Each platform has its own code – IG is an image-based platform, TikTok is mainly short videos, Twitter is primarily based on 280-character text messages.

Think about which website your brand fits best. A dynamic brand aimed at teenagers, with skilful profile management, will be great on TikTok, while in the case of care products for seniors, the presence there will probably end up in business terms as a waste of time and resources.

There are many brands in social media. This is a huge overload of information for the user. Due to this accumulation in social media, the company should stand out – not use a clichéd, boring narrative. You have a split second to catch the eye of a potential customer – don’t waste it on overproducing clichés.

It is worth knowing that the era of organic reach (that is, achieved without the support of paid ads) is gone forever. Your fanpage on Facebook will not be displayed to all users who once clicked “I like it” and they hope that it will allow them to update about new posts. Social networks are increasingly monetizing their activities and focus on presenting paid ads. For this reason, bearing in mind your presence in social media, it is worth allocating part of the budget, for example Facebook Ads – it is a waste of time for content creators to see the posts by a dozen or several dozen people.

Google Ads is a powerful advertising system that allows you to reach millions of potential customers.

The Google Ads ecosystem allows, among other things, to show ads:
– In search results – above and below organic results. This placement guarantees adequate exposure of the advertisement and is usually associated with clicks. An advertisement placed especially at the very top of SERPs, although marked appropriately, is sometimes confused with a traditionally positioned page.
– On YouTube – the largest video content portal in the world is also an excellent advertising platform. You can place ads before, during and after your videos (in the form of videos), as well as text overlays, product overlays. The system also allows the use of several other formats (e.g. at the top of the column with suggestions for other movies to watch).
– On millions of portals associated with the Google Display Network partner network. Thanks to this, you can display ads on many lifestyle, news or journalistic websites – the network brings together both small blogs run by hobbyists and the largest wide-range horizontal portals in the world. Furthermore, your ads may be shown to specific users – those who, for example, have previously visited your website or expressed interest in similar products. This is a great way to remind customers about yourself.
– In Discovery Ads – a graphic and video format based not on the sent ready materials, but on a set of elements that, based on self-learning algorithms, the system dynamically mixes, thanks to which it selects a creation that will generate the best results in a given place and under given conditions. Discovery Ads appear on Discover tabs, Gmail (“Offers” and “Communities” tabs) and YouTube (“Watch Later” panel and the platform’s home page).
– In Google Shopping – In the “shopping” tab of the search results page, there is a product price comparison platform. In addition, you can also advertise specific articles there over the “normal” results. What’s more, product ads can also appear in traditional SERPs – when a user enters a phrase in Google that suggests a product (for example, a drone or a thermal mug), Google Ads may display an ad for your product with an image, name, price and, of course, a link to the store’s website.
– And this is only a part of the possibilities of Google Ads!

What else is worth knowing about Google Ads? Out of reach, the system is distinguished by enormous targeting possibilities. Unlike, for example, a TV advertisement, we have the option of precisely specifying to whom the message is to be displayed, which prevents the budget from being wasted. The platform also enables dynamic adjustment of the target group based on the collected data, thanks to which it can rotate ads in real time to people who, according to the system, have the best prognosis for conversion. Supportive solutions such as POCM are also available, which adapt the data 24/7 thanks to self-learning algorithms.

Related to this is the fact that in order to take full advantage of Google Ads, the system must have “what” to collect data on, which is why it is a solution that requires a financial contribution.

How to start internet marketing?

The channels presented above are a good start for a brand that wants to start online marketing in its company. Of course, this is only the tip – digital marketing offers basically endless possibilities. The key is to choose the right channels – so that communication is consistent and results grow.

The times when we waited for a colorful advertisement on TV with flushed face are gone. It is true that there are still outfits that effectively attract our attention and are remembered, but when everything has already happened, it becomes increasingly difficult to find an original and thrilling spot. Currently, there are so many messages, including advertising ones, that we are happy to be silent. How can entrepreneurs present their products well in this difficult world?

The answer is obvious and absolutely natural. The place to present the offer is on the vast internet. It is an (un) tame space that gives a lot of opportunities to promote material goods, services and brands. Top companies and conscious entrepreneurs settled here some time ago. As a result of the pandemic, it was necessary to make room for other strategists who saw the possibility of developing their sales in digital marketing. This raises a lot of questions, including one quite obvious: how to stay ahead of the competition and stay at the top of the list in all of this? Support from proven players will come in handy. And here we come to the point …

Before we get down to business and find out who the real internet marketing ninja is, let’s first explain what digital marketing is all about.

Internet Marketing – What Is It?

To paraphrase the words of Benedict – what marketing is like everyone can see. And the internet one?

This is its most dynamically developing branch. So what is internet marketing all about? It focuses mainly on websites and social media channels. Its main assumptions and goals are unlikely to surprise you – they are attracting and retaining customers and building a good brand image.

What is working in internet marketing? First of all, increasing the company’s visibility on the web, which translates into sales results and increased consumer awareness. The biggest difference between traditional marketing and digital marketing is the role of the recipient. In the virtual world, “Your opinion is important to us”! Forget about passively receiving a message. Of course, this has its advantages and disadvantages.

When offering a product or service, you can count on a wealth of forms of expression in communication with recipients, the lack of a one-sided dimension and on customer reviews practically in live mode. The comments will not always be positive, but that is a topic for another article.

Working in internet marketing – what is it?

Internet marketing and the work of people who deal with this issue on a daily basis are a river topic! Therefore, work in network marketing has many faces. It is an action not only with the broadly understood word, but also with sound, image and data. After all, it is also about optimizing the materials created and making them more accessible – also for Google robots. So what is internet marketing and what does a marketer’s job look like? Below are some of the activities undertaken as part of its implementation:

– conducting Google campaigns and their optimization – creating an advertising creation in the search engine, partner websites and on Youtube, monitoring the campaign results and its modifications in order to obtain the best results while using the optimal budget,

– marketing activities in social media – Facebook, Instagram, LinkedIn, Twitter and TikTok are used to the limit! It is not only running a company account on the aforementioned social networks, but also using their platforms for advertising campaigns.

– SEO – the fight for the highest positions in search engines. It is worth mentioning here that the goal of an SEO specialist is to obtain valuable and measurable traffic that brings tangible benefits to the brand. For example, increasing the number of visits to the website, increasing conversions from the organic channel, reducing the bounce rate, increasing the time the user spends on the website, increasing the value of the shopping cart and, consequently, also the profit. In addition to website optimization, content created in compliance with SEO principles is also important.

– content marketing – a specialist in this matter is a master of delivering engaging materials that tie the recipient to the brand, create dedicated communities around it, build awareness or strengthen the position of an expert in a given field. It’s not only fun with words (which seasoned copywriters specialize in), but also creating compelling videos, eye-catching photos, listening podcasts, thought-provoking infographics or life-enriching webinars.

– UX – the user experience. This concept is based on the concept of website usability and the impressions accompanying the user visiting the website. In short – it should quickly find the necessary information and proceed to conversion (e.g. purchase) without unnecessary perturbations. Intuitiveness is the key! Is your website based on it? You may be wondering about it or simply commission a professional UX audit. Yes, this is also what internet marketing is about.

We have already explained what internet marketing is. What job would be the most interesting for you? We hope you can answer this question now. Then we can go on …

How to start working in internet marketing?

You already know what and where you would like to do … So you definitely want to know the answer to the question of whether it is difficult to start working in internet marketing and what conditions must be met to be the perfect candidate …

In the home office era, an important piece of information is that internet marketing and working from home go hand in hand. Monitoring campaign results, creating inspirational blog posts or video creations is possible virtually anywhere! As a result, internet marketing is very flexible – and so is the job in this industry. Would you like to travel or work in the comfort of your home in your beloved tracksuit? You will have a field to show off!

If you already have a few years of experience and internet marketing is as close to you as a wetsuit surfer, your chances increase significantly. There will be a job for you – for good money. The amount of remuneration will depend on your competences, previous projects, negotiation skills and the possibilities of the agency in which you will apply for the engagement. It is also important to ask what position you will apply for. You already know that there are many possibilities! You can find out about the people we are looking for to work in internet marketing at Paraphrase Online and what we offer them in our other blog posts.

If, on the other hand, you are “freshman”, you will have to “feather” a little. Students of digital marketing faculties receive a solid base for later conquering the world. Especially the virtual one!

However, if you have long passed and written your master’s thesis and you are not in a hurry to get to pass tests and exercises, you can invest in specialization courses or participate in free webinars. In addition, a few obligatory readings, watching valuable industry blogs and watching video materials, as well as constantly keeping your finger on the pulse of online marketing – and we have it!

Remember that this industry is constantly evolving, so you always need to be up to date. There is no way to stop expanding knowledge!

Martin Grossberg, Head of Content Marketing at Paraphrase-Online.com, also reveals how to get started in internet marketing. So the guy knows what he’s saying!

– With today’s baggage of experience, I can clearly state that the key to success in the internet marketing industry is specialization in a specific field. The times when a marketing specialist could do everything with the thought “somehow it will be” have left us forever, just like the people of the Renaissance.

There are too many pieces of the puzzle for this puzzle to be completed alone. The multitude of advertising channels (Google, Facebook, SEO, Allegro, Content, Influencer, Pinterest, TikTok, Youtube and a lot of other options), the progressive degree of their complexity, the ability to aggregate data and draw correct conclusions from them in order to optimize activities – all this makes that currently it is not possible to dedicate each of these areas enough time to use them fully – Grossberg explains.

Does the size of the company matter when determining the scope of digital marketing activities?

– Regardless of whether we are talking about a small company or an entity from the SME sector, it is rational to hire people with specific competences to be a pillar in one of the basic advertising environments. It is important for you, the prospective employee, to realize which of these environments is the most used. If you start to develop in them, your competences will count on the market and it will be easier to find a well-paid job. But remember not to close yourself in one area – he continues.

– After reaching an advanced level in a given field, I would also recommend diversifying and deepening your knowledge in a related field. The thing is, marketing channels are increasingly reliant on specific vendors, who may sometimes, for unknown reasons, change their “policies” or limit their ability to display ads. Ultimately, ad accounts are also the target of hacking attacks, and it’s not worth becoming addicted to just one channel. Therefore, I suggest creating competence mixes (of course, a lot also depends on your interests):

– Google Ads + Facebook Ads,
– SEO + Content marketing,
– Content marketing + Facebook Ads,
– Marketplaces + Google Analytics,
– Google Analytics + Google Ads,
– SEO + Google Analytics,
– Pinterest, Instagram, TikTok + Influencer Marketing.

– It is also worth mentioning that competences in a given field are built differently and they are not correlated only with the time spent on a given channel. If, for example, there are 2 people, the first of whom worked in the agency with Google Ads accounts for 2 years, and the second worked in one company with Ads for 5 years, the first one should statistically be better prepared to work in this environment, because she observed more non-standard situations and based on a greater number of different accounts and data, she made different decisions. The agency environment also forces the optimization of activities and constant training in the subject, which is extremely important in the case of paid channels. Therefore, remember that training is training, but every area of internet marketing is based on experience and observation of smarter than us – ends Martin Grossberg.

Internet Marketing – A Job For Everyone?

Apart from competences and experience, there are also natural predispositions. Which of them should a person for whom internet marketing is attractive should have? The work will be easier if he has a lot of divisibility of attention and the ability to work on several projects at the same time. In this world, there is no such thing as “stimulation” and no time to “step out.” Oh no!

There’s a rodeo all the time here, show must go on! This is not a joke. If you don’t like adrenaline and work at top speed, it’s probably not your piece of cake. Working in digital marketing is based on a quick mind and constant readiness to act. Does social media ever sleep? Of course not! Can campaigns be neglected and content allowed to be nudged with the mouse? No, no and no more. So you are in for a dynamic action and constant change. As we know – this is the only constant, especially in the virtual world. Boredom won’t touch you!

What other personality traits will be useful to win awards in the Digital Marketer of the Year category every year? A bit threadbare, but very desirable creativity, the ability to speak words, level PRO interpersonal and communication skills, but also analytical thinking, “connecting the dots” and drawing conclusions. You got it? In that case, internet marketing and work in this plot are meant for you! What to do with this…?

For example, you can take a look at Paraphrase-Online.com and send us a message with special care that you want to work with us. Who knows, maybe you will get to know the sweet taste of digital marketing with us? Yummy!