Tools to use in digital marketing

It is still surprising to see that there are companies, SMEs and businesses that make little use of all the existing digital tools to boost their brand awareness, their web positioning, attract user traffic, customer loyalty, create content, in short, all this compendium of actions focused on achieving their predefined objectives, which will end up being valued with sales. And it is not always a question of budget, but of lack of objectives, training and consensus within your team. There are many companies in contact with the end consumer that use social networks as their only digital weapon for their simplicity, as a result of the time spent and the expertise of their Community Manager. A beautiful profession, which some still carry out without leaving it in the hands of professionals and who in turn rely on others, unaware of the real functions and responsibilities to be carried out effectively, because beyond uploading posts, they must be professionals oriented towards obtaining quality user traffic and the creation of content in its different formats (networks, blogs, e-mail marketing, Inbound,...), which lead the user at the end of the process to transform them into a buyer of the brand. Therefore, to finish this paragraph, choose well for your company the figure of Traffic management, with knowledge and experience in marketing, content creation and SEO, oriented to engagement, mastery of digital tools, web analytics, digital development and graphic design, ... a whole compendium that together is perfect.

The main tools to be used by a digital marketing professional are:

SEO: is the area of marketing that allows us to improve our online visibility in organic search engine results for our target audience.

SEO OFF PAGE: or also called link building, consists of improving the external presence of our website or brand with the consequent increase of links, which will directly affect our level of visibility.

SEO ON PAGE: set of techniques that are applied within our website to improve our organic visibility.

SEM or PPC: is the area of marketing that deals with pay-per-click advertising.

REMARKETING: a paid technique that allows advertisements to be shown to users who have visited our website.

GOOGLE ADWORDS: Google's paid tool for running text ads on Google's search engine and display network.

GOOGLE DISPLAY: A paid Google tool that allows advertisers to display banners on web pages based on location, theme, user activity, etc., without the user doing a search, but rather appearing while browsing on websites affiliated to the adsense network.

GOOGLE SHOPPING: Google's tool that allows online shops to display their products in ad format when a related keyword search is performed. 

SOCIAL MEDIA: is the area that deals with managing the social channel, understanding that we can use it to generate brand and community, sell, do crm and customer service.

SOCIAL ADS: is the area that deals with carrying out paid advertisements on social networks.

MAIL MARKETING: marketing area that deals with the use of databases, whether they are our own or not, to send communications focused on our marketing or branding objectives. 

AFFILIATE MARKETING: is the digital marketing technique that allows websites and advertisers to work together on a commission basis on sales achieved.

CRM: consists of the exploitation and segmentation of databases through different tools to achieve objectives through different platforms such as email marketing, telemarketing, sms, whatsapp, etc. 

DIGITAL ANALYTICS: is the area that allows to know and measure the necessary data in each business to be able to check, analyse and optimise digital marketing strategies.

Based on the objectives or on the phase or state of each user, we will use different digital marketing tools. And you may wonder what these phases are? The same ones that we know in the "traditional marketing buying process" but that you can find under the names of Customer Jorney or AIDA model, which we will explain later on.

The important thing is that all these tools are focused on PUSH actions (aimed at generating demand), and PULL actions (aimed at gathering demand). The former are carried out when users are not actively looking for any product or service, while the latter are exclusively focused on users when they are actively looking for content.