First Steps in Digital Marketing for Entrepreneurs

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The key to any entrepreneurial venture is perseverance — keeping up the effort and dedication even when it may seem like, initially, nothing’s working. There are numerous techniques, methods and tips to make a business succeed, and today we’ll focus on one in particular: digital marketing. We all know that the Internet offers immense possibilities, but we often overlook how to truly leverage all its tools. That’s why we’ve prepared a couple of tips that you can apply to your digital marketing strategy.

Digital Marketing Essentials for Entrepreneurial Ventures


In Spain, the Entrepreneurial Activity Rate has increased from 5.2% to 6.2% in recent years, bringing it closer to the European average rate of 8%. (Source: CISE).

These numbers present a promising outlook, highlighting the increasing determination and bravery of professionals who view entrepreneurship as a means of personal development and employment. To embark on this path, it is essential to have access to valuable content and knowledge that can serve as a supportive resource for aspiring entrepreneurs. In the realm of digital marketing, we uncover crucial insights that can help create a strong and effective strategy.

1. The Importance of SEO


Search Engine Optimization, commonly referred to as SEO, will play a crucial role in positioning your business on Google or other search engines, allowing you to reach the right audience at the right time and place. The primary goal is to ensure that your business ranks among the top results for relevant searches.

SEO helps us make ourselves visible to our ideal customers in the vast online world. Think of SEO as a system of categorization and tags that enable Google or Bing crawlers to find us, recognize us, extract our information and place us front and center when someone is searching for what we offer. 

To give you a simple example, let’s say we have a locksmith service in Barcelona and one of our unique selling points is that we operate from 10:00 PM to 7:00 AM, specifically catering to emergency situations. It’s crucial for us to appear at the top of search results when someone looks for phrases like “emergency locksmith Barcelona late-night”. This is precisely what we achieve through SEO.

There are various types of business models, products, or services, whether local or international, physical or entirely online, that can benefit from this kind of targeted positioning.

To achieve it, we need to optimize the content structure of our website, incorporate relevant keywords that we have identified, and carefully craft descriptions, headlines, and other texts.

One of the most important factors for SEO is the use of meta tags. Meta tags are small snippets of text that describe your website and its content. While they are invisible within the content of your website, they are visible to search engine crawlers and play a crucial role in helping your website get discovered.

Captura de resultados de Google.

There are some other things we can do to improve our positioning. For instance, we can work on enhancing the performance of our website, making sure it loads quickly. Another important aspect is building backlinks, which involves linking articles or different parts of our website both internally and externally. SEO is a complex and extensive field, so when it comes to developing more advanced strategies, it’s recommended to collaborate with experts. However, there are plenty of optimizations we can handle ourselves, especially when it comes to optimizing the content on our website and using meta tags effectively.

It’s important to keep in mind that SEO is a long-term strategy, so it requires consistency. We need to create quality and relevant content that search engines can index. It’s also essential to regularly analyze keywords that can be beneficial for our website. We should review and optimize our meta tags and descriptions, and continuously monitor how our page ranks for different search queries.

2. Social Networks 


Twitter, Instagram, Facebook, and TikTok are just a few of the channels that can help you gain visibility and attract your target audience. For this, it’s crucial to have a well-planned strategy and be consistent in posting content. Each social network has its own tone and style, so understanding and adapting to them is crucial. Instead of trying to tackle all platforms at once, ideally, you should focus on one at a time, as managing them all can become overwhelming.

The first step is to identify which platform is most suitable for your audience. You can find online resources that provide insights into the demographics of each network and the type of content that performs well. For instance, LinkedIn caters to professional services, while Instagram is known for its visual appeal and is popular among fashion, lifestyle, and food-related brands.

Once you’ve chosen the social media platform, the next step is to create your profile and make sure to provide all the relevant information upfront. This includes contact details, website links and details about the products or services you offer. In some cases, you can even sell your products directly on the platform.

From there on, it’s a matter of creating regular content while maintaining consistency in style, tone and themes. It’s good to experiment with different formats and adjust based on what yields the best results. Generally, short and visually appealing content tends to work well and generate higher engagement. Adding recognizable individuals or brand ambassadors who align with your values will help create an identity that users can relate to. Running contests or giveaways is a common practice to attract followers and build an audience.

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Máster en Dirección de Marketing

Aplicarás los conocimientos técnicos, las habilidades analíticas-estratégicas y las competencias directivas-operativas.

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3. E-mail Marketing 


Email marketing is one of the most effective marketing tools for converting leads into customers and driving sales. The first step is to have a database of contacts, or start building one if you don’t already have it. It’s crucial to ensure that the data is obtained directly from the individuals themselves, and that they have given consent to receive relevant communications about your products and services. Purchasing existing databases is not recommended.

So, how do you collect someone’s data? It can be through various channels such as a form on your website, a newsletter signup, a contest, a previous purchase, or even a request for more information. 

A common practice in brand blogs is to offer users valuable content in exchange for their data. This is known as a lead magnet in the marketing world. It involves providing something of value for free, such as a downloadable PDF guide or a discount, after the person has provided their personal information. This strategy helps to build a relationship with potential customers and encourages them to engage further with your brand.

Captura newsletter de the Switch.

Café de viernes con the Switch

Email marketing involves sending various relevant emails to your database. These emails can range from promotional offers to engaging content, depending on your business nature and strategy. While big brands like Nike or Adidas use email marketing to announce new product launches, upcoming seasons, or discounts, other brands use it to provide valuable information that builds a stronger connection between the user and the brand.

For example, a men’s grooming brand could send emails to their subscribers with tips on trending beard styles, how to prevent irritation during the summer, or recommended products for different hair or skin types. By doing this, they not only promote their products but also offer additional valuable information that resonates with their audience. This approach helps to establish trust and credibility in the long run.

4. Optimize Ads to Increase Reach


Including ads in your digital marketing strategy allows you to expand your reach and connect with users who may have been out of your reach otherwise. You can effectively target specific audiences by filtering criteria such as age, geographic location, or interests. For instance, let’s say you’re running a locksmith business. You could optimize your Google ad campaign to display certain ads only during your business’s peak hours, such as from 10:00 PM to 7:00 AM. Similarly, if you’re promoting a men’s shaving product brand, you might consider running a special campaign for Movember in cities where this trend is most popular.

You’ll be able to manage ads not only on Google but also on the social media platforms we’ve mentioned (Twitter, TikTok, LinkedIn…).


5. Pay Attention to Your Reputation: Google My Business


One highly effective method for building trust is to highlight real-life examples of satisfied customers who have benefited from your products or services. By doing so, you can establish a solid reputation, foster trust with prospective clients, and ultimately boost sales.

A great way to start is by creating a business profile on Google My Business. It’s the first place people will look to learn more about your company and see what others are saying. With Google My Business, users can easily find essential information such as your location, operating hours, and contact details. Also, customers can leave reviews, allowing you to showcase their feedback to the world. Many businesses actively encourage their customers to leave reviews in order to boost their visibility and reputation. It’s important to address negative reviews, as they are inevitable. A good practice is to respond to reviews from different customers, whether they are positive or negative. This shows your commitment to providing a positive customer experience.

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6. Foster Co-branding


It’s a collaborative approach aimed at achieving a win-win situation between businesses. The concept involves developing and implementing joint strategies to launch a service or product in a unified manner. The goal is to attract each other’s customers, resulting in mutual benefits for both companies.

For this collaboration to work, the agreement must be established between companies that share similar values and characteristics.

This presents several advantages, such as:


  • Cost is shared. If you have a limited budget, it can be a cost-effective option. By developing a joint marketing strategy, you can divide expenses with your partner company.
  • You build connections with well-established brands. Co-branding can provide the support and momentum your company needs to establish itself in the minds of consumers.
  • You have the opportunity to explore new markets. Through co-branding, you can enter niche markets that may have seemed impossible to access before and achieve success with your product or service.

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