During my work experience, I have learnt many digital marketing skills including, but not limited to programs such as:
Divi: software that makes creating websites easier. I used it to produce a website for my rowing club that provided information about the club, and how to get InTouch. I then finished it off with some pictures and cool tools such as a toggle, a countdown and a bar chart.
Canva: a program that helps you to create content such as social media posts, infographics, posters and others. I used Canva to create an infographic about search engine optimisation, and to create 2 Instagram posts about marketing facts, one of which made it onto the Alexander Advertising Instagram account.
I then used software called Unbounce: this aided me in inventing a landing page for the hypothetical rowing website I made earlier on in the week. A landing page is for when a section related to a website appears on a search engine, and instead of taking you to the general home page, it takes you to a specifically relevant page with the information searched for. In addition, I discovered how to optimise a website so that it would appear higher on a search engine. Using this information, I helped Katharine and Stuart to carry out checks on the website making sure it was fully optimised and the best it could possibly be.
Later on in the week, I learnt how to use a website called TES which is used by many schools around the world, but majorly in the UK, to advertise jobs. This was key knowledge for my next challenge, where I had to manage a customs career page. This meant using Excel to fill in information about a school’s website, and what it was missing, so they could improve it over the summer holidays. I then used Excel again the next day, when I started to build a database of international schools advertising on TES so the firm could target them.
The final topic I learnt about was Google Ads. Companies use Google Ads to place their website at the top of the search engine so when someone uses a specific keyword they appear at the top. In order to achieve this, companies bid on select keywords and every time someone searches that word and click on their website they then have to pay. This is repeated every time someone clicks onto a website, so if that keyword costs a lot there can be a large amount of money lost. That is the reason why most companies set a budget for each day so when they reach the limit, their site will disappear off the top of the search engine.
What does digital marketing involve?
Digital marketing is where companies use the internet to advertise their product or service. This sometimes includes websites, social media, search engine optimisation, emails, google adverts, influencers. Digital marketing covers all forms of marketing a product online, there are many types such as content marketing and email marketing.
What can digital marketing do for a business?
Digital marketing helps businesses to reach large audiences, this is especially key for smaller companies who are looking to expand. Advertising on social media allows access to a range of people and many them. This can then aid them through globalization because it means companies can expand into other countries, therefore widening their target audience. It also provides them with a method to contact not only existing customers, but also perspective ones, catering to the requirement of fast feedback, and helping them achieve close customer relations.
How is digital marketing different from traditional marketing?
There are many differences between digital marketing and traditional marketing but the most pronounced of which is the analysis. Digital marketing allows the business or individual to take exact analysis and statistics from their marketing because it is marketed online, so it is very accurate. Another difference is the cost. For example, marketing on social media can be free whereas putting an ad in the newspaper or on a billboard costs around £300+. In addition, there are much larger possibilities for digital marketing as it isn’t restricted to one country, it can be global. However, with traditional marketing, there are many complications with using it abroad, and it is not cost effective. Marketing online also enables the company to interact with their customers. If they post on social media, the customer has the option to comment or message the company and they can then reply. This forms close customer relations and benefits the business. But it is not as easy with traditional marketing, because it takes a much longer time to respond to feedback. Finally, digital marketing is superior when it comes to speed. If you put out an ad online the response is immediate, and you can also gain rapid feedback as well. Whereas if you place an ad on a bus it can take weeks to see any results and feedback can be slow and there may not be much of it.
Why does social media matter for a business?
Social media is important for businesses because it affects their reputation. It is very easy for comments or news to spread rapidly on social media because it is used so frequently, and there are many users. This can be catastrophic to a business if something negative goes viral about them. One of the downsides of social media is that once something is posted it is there forever, and if a businesses’ image is damaged it may never fully be restored to what it was. This can be positive for a business if it is information they want to be spread, and they can gain new customers if that goes viral. In addition, social media is great for companies if they want to raise awareness about their business. It is a great way to grow a brand, because there is such a large audience. Furthermore, it is one of the best ways to gain feedback about products or services. Businesses can gain qualitative feedback through comments on their social media accounts and can gage interest through their following and likes.
What do SEO experts do?
An SEO (search engine optimisation) expert analyses, reviews, and changes websites in order to try and make them appear higher in the list of websites on a search engine. They spot trends and develop strategies according to them so their website will perform better than competing ones. One way they might do this, is by increasing relevancy: such as trying to use a specific keyword frequently throughout the page, or making sure they have lots of links connecting them to other websites. In a nutshell, they optimise website to appear higher in a search engine such as Google.
How can Google Ads help your business?
Google Ads creates opportunities for a business to target an audience specific to their product or service, allowing them to focus on a larger, specialised audience. It also increases their exposure, and makes it easier for them to them to accurately analyse statistics, enabling them to conclude what is effective and the wants/needs of their customers. Google Ads also comes with the possibility of geotargeting audiences. This means that the company can choose the area in which they want to advertise their product, which lets them specify their target audience further.
This post was written by Rosie Sweeten on work experience at Alexander Advertising.