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!

With the spread of the Internet, many customers have moved to the network – including yours. That is why it is worth following the trends, becoming part of the Internet reality. Launching your own website is just the beginning, thanks to which you can reach a wide group of potential customers.

Online marketing, or what?

Online marketing is defined as all activities that support the sale of products / services and help in building the image via the Internet. At the same time, great emphasis is placed on building and maintaining a good brand-consumer relationship. All because the recipient in this case plays a much greater role compared to traditional marketing. The user is not a passive recipient of advertising messages, but has the opportunity to conduct a dialogue with the brand, express his own opinions, etc.

Online Marketing Activities

Online marketing is a very complex issue that involves many different activities. The possibility of implementing a strategy on several levels at the same time can bring much better and faster results.

Positioning
High positions in search results are desirable to increase brand awareness and generate a lot of traffic on the website. Search engine marketing helps in this, the main element of which is page positioning. Therefore, it is about developing such a strategy, thanks to which the company website will occupy the highest possible positions for specific keywords – those that are most often entered by users who will potentially be interested in purchasing a given product or service.

Google Ads advertising
Google Ads advertising is a way to appear, for example, in paid search results, i.e. those that appear above organic results. This means that the advertising message is displayed to the user after entering a specific phrase. This increases the chance of being clicked and redirected to the website. The advantage of Google Ads is its huge range and high efficiency. Therefore, this option is often used by companies that want immediate results.

Video marketing
It is an internet marketing strategy that aims primarily to build a brand image, strengthen awareness and promote specific products. Various forms of communication can be used in video marketing, e.g. video blogs, webinars, video guides, video reviews. Obviously, advertising on the YouTube platform plays a very important role in this case.

Content marketing
Content marketing should be understood as activities that oscillate around good-quality content. It is about providing useful texts in the form of a blog, sponsored articles, newsletters, e-books, reports, etc. The goals behind content marketing can be different – it can support seo, it can build an expert image or, on the contrary, for example, the image of the brand of a “buddy”. Correctly conducted and consistent activities in the area of content increase brand trust and understanding.

Email Marketing
In this case, e-mail becomes the communication tool. This form of marketing aims to build consumer loyalty, create a specific image of the company and build specific relationships with customers. One of the most frequently used forms of e-mail marketing is the newsletter. It reaches the audience by providing valuable content in an accessible form – so as to encourage clicking and going to the website. Through the newsletter, you can inform about current promotions, new products, industry events, etc. It is very important that the user has the opportunity to unsubscribe from the newsletter.

Viral Marketing
Viral marketing is based on the concept of the dissemination of information by users. Achieving this goal is only possible with valuable content – one that arouses interest. Then it is transferred in the form of shares, e.g. on profiles in social media.

Remarketing
Remarketing is defined as the activity of repeating the advertising message to users who visited specific products or visited the company’s website. This is done using the so-called cookies. In this form, there is great potential, because it allows you to more effectively reach potential customers who were interested in the offer in the past. At the same time, it makes it possible to stand out from the competition.

Blogosphere
An element of internet marketing is also the use of the blogosphere. It’s about working with bloggers who can test a given product / service and then write a review. Sometimes the cooperation concerns the placement of advertising banners or texts, etc.

Mobile Marketing
Mobile marketing takes advantage of the fact that most people use smartphones and dedicated applications. It is through them that you can help potential customers make purchasing decisions while tracking their location and preferences. What is it in practice? A person using a smartphone and having data transfer turned on may receive information about discounts, rebates or offers of the day when he passes by your store, restaurant, etc. This type of marketing is highly effective. In addition, the company appears to be modern and following the current trends.

Why is it worth implementing online marketing?

In the era of the widespread use of the Internet and the presence of potential customers on the web, it is worth becoming interested in online marketing. It is a tool that, if used correctly, will bring you a lot of benefits.

A chance to reach a larger group of potential customers
Do you have a small group of regular customers? While this is very good news, you can have many more. Thanks to internet marketing, you will reach new people potentially interested in your products / services. Internet marketing allows you to be where your potential customers are – even when your business is not directly related to online sales. Remember that many users – before making a purchase decision – look for information on the web. So it’s good to strengthen your image.

Attractive cost of the activities carried out
Internet marketing is a much more cost-effective option than many other forms of advertising. This is due to a simple fact: the company can choose from many tools – depending on the budget and the goal to be obtained. It is very often the case that the cost of internet marketing, SEO or social media is much lower compared to traditional marketing because we do not shoot at the barn, but only selected users – selected on the basis of the likelihood of their purchase.

Establishing interaction with customers
Modern customers want to know who is behind the advertising message, they want to have free contact with the company. Internet marketing creates such an opportunity, among others thanks to activities on social networks. Building positive relationships with consumers not only strengthens ties, but above all has a positive effect on trust and loyalty. Pleasant experiences from cooperation – not only at the time of making a purchase – influence purchasing decisions in the future.

Quick performance measurement
You don’t have to wait long to assess the effectiveness of your activities. In the case of internet marketing, you can track the effectiveness of the campaign on an ongoing basis using many useful tools. You can analyze conversions, sales, subscriptions and many other metrics. Thanks to this, you will know which channels to reach network users in order to turn them into real customers.

Reaching out with unobtrusive advertising
Nobody likes to be attacked by direct forms of advertising that clearly solicit a purchase. Internet marketing meets this goal by offering many different methods of reaching recipients – in a completely subtle and natural way. Effect? The chance of making a purchase is much greater. An example is running a blog as part of content marketing. By posting advisory articles with links to specific products / services that solve the problem, you increase the chance of making a purchase. Such an effect would not have been achieved if the advertisement had been placed “directly”.

Who is online marketing for?

A great advantage of internet marketing and at the same time an advantage over traditional marketing is the fact that it is a solution beneficial for every company – regardless of the profile, industry, size, etc.

The fact that marketing activities are carried out online does not mean that the company has to deal with online sales. All you need to do is have a corporate website through which potential customers will be able to reach you and contact you.

Online marketing is so universal that through appropriate activities it will be possible to reach potential customers interested in e.g. construction services, cleaning services, rental of tools, etc.

Where to start?

The starting point for online marketing activities is the website. It is the element that connects the company with potential customers. However, in order for it to be visible, you need to build a range. This is what internet marketing helps with: from positioning to cooperation with the blogosphere.

Remember, however, that you must conduct internet marketing in accordance with your strategy. Random actions will not bring the expected effectiveness. That is why it is worth using the support of specialists who will suggest solutions adequate to the expectations, needs and specificity of the industry.

Unlike analogue directories, Internet search engines have the ability to catalog information in more detail. With the help of web robots – programs that absorb information about websites – they are able to collect data on the structure of the site and its content. Thanks to the knowledge accumulated by the bot, the search engine is able to choose the answers to the queries of its users. The library equivalent of a search engine would be its employee, manually (thanks to knowledge and experience) searching for books for the reader.

What is website positioning in search engines?

Search engine positioning aims to show robots that it is our site that best answers the question, and at the same time is convenient for the user. The SEO process is primarily about adapting the website to the rules set by search engines – an algorithm that determines the order of results in SERPs.

What affects position? Initially, the keywords and the number of links to the page were relevant. With the growing page base and changing user expectations, the number of factors affecting positioning has begun to increase. In the case of Google, it is estimated that as of today, robots analyze about 200 different signals on the basis of which they determine the site’s ranking position. To limit the possibility of manipulation of results, some of the factors are kept secret and Google employees provide rather evasive answers on this topic. Information on what helps websites climb search results is obtained not only from official search engine guides, but also from external tools and tests, the results of which are positioned by positioners in industry media and forums. The experience of a specialist also plays an important role here, as he has survived more than once!

Positioning is primarily talked about in the context of Google. It is this search engine that is the most frequently chosen way to search for information. However, this type of services is provided by:

Yandex – a Russian search engine of great importance in Russia and its neighbors. Yandex holds a 50% market share in this region. It works on a similar principle as Google – page indexing can be controlled through the equivalent of Google Search Console, here called Yandex.Webmaster. The search engine also has its own set of rules according to which pages should be created. The income comes primarily from advertising.

Baidu – a browser created for the needs of the Chinese user.

Bing – a search engine created by Microsoft. It is much more popular in the US than in other countries. Its market share in the US is around 30%.

Yahoo – another search engine whose importance is noticeable primarily in the US. It owns 10% of the market, which places it in the 3rd place in the poll of the most popular search engines in the United States.

In addition, there are also Ask, DuckDuckGo and AOL on the market, but the number of searches through these services is a small percentage of the total.

Search engines and the state of your business

Statistics say that the average person performs about 3-4 searches per day and, according to another source, about 93% of internet experience begins in the search engine. Both information is valuable from a business point of view and can only lead to one conclusion – a search engine is a place where customers need to be found.

Business in 2020 without the Internet and Google does not exist. The search engine is the basic source of knowledge of the average internet user – most of us are looking for information for private use, some – also for the needs of our work and company. Wishing to open up to new customers and increase your income, it is worth playing with Google and try to adapt to the rules imposed by the search engine.

The skilful use of the search engine allows you to expand the advertising space in which your business may appear. A properly prepared and positioned website can not only inform about the services offered by the company, but also support the process of building the position of an expert in a given industry and increase brand awareness. Website positioning is compatible with other marketing activities and brings results not only directly during the campaign, but also when a potential customer needs it.

First steps in the Google world

It is not difficult to appear in the search engine, and Google willingly shares knowledge about taking the first steps in its environment. Guidelines and tips can be found not only on the support pages, but also in the courses. In the materials prepared by Google and partner companies, basic knowledge of Internet marketing – SEM, SEO and an introduction to tools provided by a search engine, e.g. Analytics, is provided in an accessible way.

General knowledge about the search engine environment helps to understand how search works, why you should set up a map and how the prices of ads in search results are shaped. Understanding the terms used in the Google context and the capabilities of the search engine help in setting marketing goals. Even basic knowledge of the search engine also facilitates cooperation with a positioner or an Ads specialist.

Where to start? First of all, putting up a modern, secure and fast website. The size of the website and the technologies used on it should be chosen according to the industry and the goals to be met by the website. And then…

A. Invite robots – sharing a page with web robots is tantamount to agreeing to appear in the search engine. The crawl program analyzes the structure, content and links coming to your site, allowing it to appear in search results.

B. Find out how they see you – the data collected by web robots can be controlled on a search engine – in Google, this is Google Search Console. This is where statistics about site indexing, search, and alerts about errors or problems detected by other tools. Controlling the status of the page in the Google index allows you to quickly respond to problems in the event of a breach of data security on the page and when the movement within the domain ceases.

C. Take care of the content and convenience of using the site – only and up to. The content of the page is important not only from the point of view of gaining high positions in search results, but also because of the end user – potential customer. It was he who asked the search engine the question that she is looking for the best answer. Preparation of content that will introduce him to the world of services offered and explain all the complexities of the industry in an accessible way, usually meet with a very positive response from customers and robots. They also help in building the right image of the company and increasing brand awareness.

Positioning on steroids

Positioning is a process that requires time, knowledge and experience. While in the case of small, local and sole proprietorships, activities on their own can be effective, the increase in coverage and more effective activities would require the extension of the day by another “day”. Do you prefer to reserve some time to rest? Take advantage of the professional help of a Paraphrase-Online.com specialist who will properly choose the methods and actions to increase the visibility of the site, and thus – traffic and sales!

Knowledge of Google search meanders saves a lot of time and money – the experience accumulated for years allows you to arrange a strategy tailored to the type of business and use methods that are effective in the fight for better places in search results.

The positioning of a website or online store in virtually every search engine begins with choosing the right set of keywords – passwords after which the user goes to the appropriate page of the site. Key phrases can be divided into so-called:

– short tail – phrases consisting of one or two words. They are characterized by a large number of searches and high competitiveness;
– long tail – phrases consisting of more keywords, with fewer searches and less competitiveness.

The words from the “short tail” look attractive at first glance – after all, any shoe store would like to be in the first position as a response to the query “shoes” … These types of slogans are usually occupied by large websites with adequate financial resources, allowing extensive actions for the highest positions. Interestingly, the phrases like “shoes” are not as effective as the slogans from the “long tail”, which more often lead to the purchase of the right model. Why is this happening? A specific question means a desire to know answers with similar characteristics, such as “pink children’s sports shoes”. Search results direct users to subpages containing the products they are looking for. The customer saves time and if he finds a matching shoe model – he will probably make a purchase.

When choosing keywords, you should consider words from both groups. It is also worth remembering that during the positioning process, the website casually begins to rank in search engines for other phrases. A whole set of activities is responsible for this, the main purpose of which is to improve the condition of the entire site. The positioning of websites in search engines resonates much more widely than you can imagine basically.

On Page – site from Google metro

On Page activities are the abovementioned “adapting to Google game rules”. Website optimization has a technical dimension, which includes:

– improved page rendering speed,
– Website display and indexing control on all devices,
– choosing appropriate titles and descriptions for subpages,
– adapting headlines to the requirements of Google’s art and guidelines,
– adjusting friendly links,
– selection and implementation of structural data.

The strategy and set of optimization actions are selected individually, according to what works a given page requires.

On Page activities also include work related to content creation and optimization. During the process, the positioner indicates places that should be supplemented with additional content or saturated with keywords.

Off Page – all roads lead to your site!

Off Page activities are everything that aims to get links directing to your domain. Sounds easy? In the olden days – yes! Today, however, links, link is not equal. Here you also need a strategy that allows you to collect links of different types and from different sources.

Off Page activities include, for example, creating sponsored entries, exchanging links with contractors, adding services and companies to catalogs, and obtaining reviews and opinions. Off Page activities are also indirectly linked to social media activity – a well-run Facebook profile is a great support for SEO and another source of traffic.

Website positioning – be the first in search engines!

In the first paragraph we mentioned what connects the library with the search engine, now let us pay attention to the differences between them. Suffice it to say one word – “change”. The order of library drawers is not subject to constant changes and modifications, the Google index and its equivalents in other search engines, yes.

The search engine algorithm is constantly being improved, and Google is changing its approach and putting more emphasis on other factors. A few years ago, there was talk primarily about “mobilegeddon” and “Mobile First Indexing”, and today UX issues are very important. Added to this are various smaller and larger changes, monitored on an ongoing basis.

Due to these changes, trends in user behavior and other factors, positioning websites in search engines should be treated as a process. Once done, the optimization will not last the test of time – especially during “hot” periods. To gain high positions and increase traffic it is necessary to keep the “mouse on the pulse”, monitor the results and, if necessary, modify the strategy.