Eric Jorge Seguí Parejo
Do you run a small business and want to start winning customers or selling online? Do you need to learn online marketing but don’t know where to start? Are you looking for ideas to sell more on Facebook, Instagram, LinkedIn, Google and so on?
If you’ve landed on this page for any of these reasons, or others to do with learning, my guide will help you by teaching you some techniques, giving you tips and walking you through some methodologies step by step.
Together with other experts, I’ve put together a short ebook aimed at teaching the basics of digital marketing and some simple strategies you can use right away to work on your online visibility and win customers.
Marketing strategies you can apply right away
If you want to take your first steps in digital marketing, you can download your ebook here:
Why is this ebook free?
This ebook is free for three simple reasons:
- I want to do my bit during the pandemic: It’s completely free. And if people like it, next year I’ll release it with more content.
- I identify a little with the businesses that are having to close: I went through the closure of the family business, where I had helped out since I was young, alongside my studies and other jobs.
- Giving back to the internet what it has given me: everything I know I learnt thanks to other people who, at the time, shared their knowledge online.
I think this ebook can help various kinds of people and businesses, from people who are studying and want to pick up a few quick tricks to people who have an online business or a physical one and want to learn more about the subject and put certain shortcuts into practice.
How was the ebook made?
This ebook grew out of the idea behind this article on small strategies for the retail sector.
From there I gave it a lot of thought and came up with the idea of making an ebook with information I had saved in drafts.
From there I put out a call on my LinkedIn and Twitter network for people interested in collaborating.
I also used the Reportaro tool, which is where the vast majority of the contributions came from.
What will you get from this ebook?
The ebook is based on my own knowledge and that of other digital marketing experts who decided to contribute to this project on a voluntary basis, although most of them are experts in the world of SEO, so if you practise a particular type of SEO, it will help you broaden your knowledge.
Not only will it give you knowledge from the different points of view of various experts, it is also designed to teach whoever reads it small digital marketing strategies and how to start working on some basic aspects of our websites or our visibility online.
That’s why, if you know nothing and want to get started, this ebook will help you gain that basic knowledge.
Why should I be online?
If you don’t know why you should be online, it’s time to see what various experts have to say, as well as business owners who have decided to make the leap to online platforms.
You’ll find reasons, and they’ll answer the main questions about why to take that important step, which is so hard to take.
Download the ebook now!
👇The professionals answer 👇
David Ayala
Co-founder of the agencies SockData and Globsia
What do you think is the biggest obstacle stopping most businesses from investing in online marketing?
Some will tell you the biggest obstacle is budget, but it really isn’t, because many businesses have kept investing, or still invest, in more traditional advertising that brings them far fewer results.
The real problem is that many businesses still see online marketing as an expense rather than an investment.
If you hire a company to hand out flyers for a day, you surely won’t expect that one day to keep you selling non-stop for months. The same goes for online marketing: working on it for a short period won’t make you rich either.
You have to get it into your head that it’s an investment, and as such, you first have to invest, then wait (things don’t get done or tested on their own), and only after that will you get results.
David Ayala
Co-founder of the agencies SockData and Globsia
Fran Murillo
SEO Manager at belidera.com
When should you make the leap from a physical shop to selling online, and how much do you recommend investing?
Yesterday was probably a better day than today. It’s true that we’ve all grown up with sayings like “better late than…”, but the reality is that the internet is growing at an unstoppable pace. Just 10 years ago you could be visible simply by having an online shop and catching the eye of a couple of media outlets that wrote about you; nowadays you’re certainly going to need a lot more.
So should I give up? No, but you’ll definitely need to pay it more attention and, above all, have a more original and creative strategy. As you know, this takes time, time you can put in yourself or that an employee or agency can put in, but there will definitely have to be someone behind your digital counter.
Fran Murillo
SEO Manager at belidera.com
How much should I invest if I want to start working online?
The shame is that there’s no exact answer, because it depends a lot on the competition and on the in-house profiles you have.
Personally, I think the monthly fee for a shop wanting to go digital in a fairly small sector should be more than 500 euros a month; from there, an agency can devote at least 8-10 hours a month to your project and give it real strength online.
Fran Murillo
SEO Manager at belidera.com
Javier Concha López
Co-founder and CMO at SANTACONCHA Digital Performance
How should you start a digital business?
Probably one key piece of advice for any small business wanting to launch into the digital channel is to target a niche, focus on something specific, and stand out for a particular group.
You can’t expect to compete with the big players for very high-volume searches, but you can carve out a space in what they perhaps leave on the back burner.
If you have a travel agency, don’t target “travel to the united states”; target “travel to the grand canyon with kids” instead, to give an example of the idea of going for the specific rather than the more general.
You’ll probably have less competition but, mind you, investing in a good, well-built website that’s attractive, loads fast and lets you manage some of it yourself is something you have to do if you’re serious about it; otherwise it’ll be like going hunting with a fork… you’ll go hungry.
Javier Concha López
Co-founder and CMO at SANTACONCHA Digital Performance
Is it worth a small business investing in social media?
I’d tell a small business not to get it wrong: social media is for building loyalty and community with those who already know you and for building trust with those who don’t, but it doesn’t work for winning new customers.
Well, it does, but only if you pay and run campaigns. So you obviously have to work on it, but don’t stop there; to win customers you’ll need to work on good content and/or run campaigns on search engines and social media.
And at that point, pressing the right buttons and having an efficient website will be two keys to making the investment more profitable, so you’d better team up with someone who knows what they’re doing.
Javier Concha López
Co-founder and CMO at SANTACONCHA Digital Performance
José B. Moreno Suárez
SEO-SEM Consultant at jbmoreno.es
Which traffic channel do you consider most important at the start of a project?
I’m not going to be the one to say a business shouldn’t build its brand… of course it should! But in the early stages of a project, you need conversions.
Some channels are more geared towards acquisition and conversion, others more towards listening to the user, and others towards brand building. In my experience, the channels most geared towards conversion are search channels (by which I mean SEO and CPC).
Later on, once the acquisition channels are better optimised and each one is organised around the role we give it… email marketing is ESSENTIAL (but if there’s no database, there’s nothing to be done).
José B. Moreno Suárez
SEO-SEM Consultant at jbmoreno.es
What do you recommend, quality of visits or quantity?
Picture a shop packed with potential customers, wandering around; you need lots of sales staff to serve them, a large premises so they’re comfortable, and you need toilets.
Energy gets used too, and so on. The day ends and you pull down the shutter with nothing in the till. Now, let’s do the opposite exercise… Which do you prefer?
José B. Moreno Suárez
SEO-SEM Consultant at jbmoreno.es
Rocío Santamaría
SEO Consultant at rociosantamaria.com
What do you recommend to someone who wants to learn SEO or start applying it to their website?
First of all, I think it’s advisable to lay a theoretical foundation so you know the basic SEO concepts and can tell them apart (for example, at the beginning people often confuse indexing with crawling and vice versa). I recommend reading Google’s SEO Starter Guide as well as all the documentation in Google Search Central.
Keeping up with industry news, reading books and following leading SEO figures is also a good way to broaden your knowledge. Once you’ve acquired the basics, it’s time to put them into practice: test, make mistakes and correct them; that’s the best way to learn.
You can also choose to take a good-quality course on search engine optimisation so you can follow guidelines step by step and find it easier to implement improvements on your website. Finally, having an SEO professional who shares their knowledge and sets out the steps to follow is a safe and fast option.
Rocío Santamaría
SEO CONSULTANT AT ROCIOSANTAMARIA.COM
Juan José Gil Olmos
SEO Consultant at JotaOlmos
What do you consider most important in an SEO strategy?
When we take on an SEO project, whether it’s brand new or one that has been running for a while, we always start by thinking about keyword research, the competition and so on.
Those are always factors to bear in mind, or processes we’ll have to go through at one point or another.
However, we very rarely stop to think about who the project is aimed at. Analysing the target audience is perhaps the most important point in a good SEO strategy. There’s no point deciding which keywords we’re going to target if they have nothing to do with the audience we should be addressing.
Stop, analyse the product or service properly and spend some time understanding exactly who you should be addressing. If you can do that, you’ll have got your strategy off to the right start.
Juan José Gil Olmos
SEO Consultant at JotaOlmos
David Tomas
CEO of Cyberclick
Is the brand important within an ad?
More and more brands are choosing to advertise through storytelling and reveal their name at the end of the ad. This is a risk, as many users don’t watch the whole ad.
The reality is that every ad is a window for your brand, so it’s advisable to always include it, directly or indirectly, so as not to miss the opportunity to gain awareness.
However, the most important thing in an ad is the content, because advertising has changed nowadays and we need to be able to attract our users with quality content and stories.
In short, the brand should almost always be part of your ad, but as a complementary element rather than the main message.
David Tomas
CEO of Cyberclick
Pablo Romero
SEO and SEM Specialist at Agencia SIM
Is the brand important in the buying process?
Brand image is very important in the ROPO strategy, as we need to use online actions to get the consumer to take an offline action, directly in store. So the brand’s values must offer the consumer a differentiating benefit that leads them to make the purchase or buy the service directly at a physical premises.
The best way for this kind of strategy to be more successful is for the brand to have its own track record and already be positioned in consumers’ minds, offering them differentiating values of both quality and trust, so that they feel drawn to take up the promotion and buy the product/service directly in store.
Pablo Romero
SEO and SEM Specialist at Agencia SIM
Isabel Ruíz
Product & Digital Marketing Manager at Ponette
Is it advisable to work with influencers?
Collaborating with influencers can be key for your business. But first of all, you should make sure this channel is the right one for your sector. Just because it’s “trendy” doesn’t mean you have to be there or that it will work.
A good starting point is to analyse your competition. Take a look at who they choose and the impact they’ve achieved thanks to the campaigns they’ve run.
You can check this for free with tools such as SocialBlade to see the results on their social media accounts, or SEMrush to see their traffic.
Isabel Ruíz
Product & Digital Marketing Manager at Ponette
Victor García
SEO Manager & Digital Analyst at Grupo Todoluminosos
Why should your business place so much importance on analytics?
Analytics is a fundamental process in any strategy and should be part of the corporate culture of every company, with every employee knowing how to use that data.
Because the main aim of analytics is to study the data users leave on your website or app, so that with that knowledge you can improve your business’s results.
Victor García
SEO Manager & Digital Analyst at Grupo Todoluminosos
Saúl Triviño
Freelance SEO Consultant at saultrivino.es
Do you think a personal website is better, or a website created with this platform? Which would you recommend in each case?
Without a doubt, a personal website offers many more possibilities in terms of design, layout, development and so on. What’s more, having your own domain, where you can build authority and relevance, helps people identify your brand, so if we have the resources, I’d always choose this option.
This option can be fine if we don’t have the resources, and for ranking for a neighbourhood or district (something with very little competition), so that it helps bring more local traffic to our website.
Saúl Triviño
Freelance SEO Consultant at saultrivino.es
👇The businesses that have invested speak👇
Pedro Muñoz
Manager of Asador del Rey
What would you recommend to a local business that wants to make the leap to winning customers online?
Work on two lines at the same time: on one hand the organic side, and on the other the paid campaigns side.
Pedro Muñoz
Manager of Asador del Rey
What has your own experience been like?
It’s been a natural process of improvement and adapting to new circumstances. Customers want alternative services such as delivery or takeaway, and you have to be there to meet that demand.
Pedro Muñoz
Manager of Asador del Rey
What phases/stages have you gone through?
In our traditional cuisine restaurant, we’ve moved forward by applying common sense and trying out new strategies, both in organic search and in paid campaigns. If the results are good we try to refine them, and if they’re bad we check what’s going wrong and how it can be improved.
Pedro Muñoz
Manager of Asador del Rey
Pilar Esteban
Co-owner of Optimus Tecniluz
How do you think consumers will be shopping 5 years from now?
It’s clear that we’re buying more and more online; however, a large part of the population is also becoming more aware of sustainability and buying local, especially given the situation we’re living through right now.
So although I do think the number of things bought online will rise significantly, physical shops like ours will also be able to adapt and carry on. Bear in mind, though, that it won’t be the same for every sector or in every area.
I think too many factors come into play to be able to define a clear future right now.
Pilar Esteban
Co-owner of Optimus Tecniluz
👇Other professionals who took part in the ebook👇
Alfonso Serrano
Ginza Marketing
Pablo Sammarco
The Social Media Family
Linkedin Readme What do you think is the biggest obstacle stopping most businesses from investing in online marketing? Some will tell you the biggest obstacle is budget, but it really isn’t, because many businesses have kept investing, or still invest, in more traditional advertising that brings them far fewer results.
David Tomas CEO of Cyberclick WordPress Linkedin Readme Is the brand important within an ad? More and more brands are choosing to advertise through storytelling and reveal their name at the end of the ad. This is a risk, as many users don’t watch the whole ad.
Technical SEO consultant in Valencia for more than 16 years. Speaker and organiser at WordCamp Valencia and author on the Semrush and Publisuites blogs. More about me
