Digital marketing is not just about social media: Mexico's challenges
Posted: Wed Jan 22, 2025 9:05 am
The formula used by many companies when developing their Digital Marketing strategy is almost always the same: in addition to having an informative website or e-commerce, profiles are created on social networks, and then they move on to create attraction ads to promote the brand, or prospecting ads to drive traffic to the website and generate purchases.
Of course, considering social media as part of a company's how does cash app work? digital positioning strategy, just like ads, is a good thing, as long as they are not the only channel through which we are developing a strategy.
Although we as users generally spend most of our time on our social networks, going from Facebook to Instagram and from Instagram to Twitter, the reality is that when we have doubts about something specific, we generally go to “Saint Google” to look it up.
So why not develop a strategy that, in addition to providing valuable content for your potential client, helps improve your web positioning?
This was the beginning of the talk in which Edgar Higuerey (Account Executive) and I, Lupita Pérez, participated representing Rock Content at the National Congress of Marketing, Entrepreneurship and Digital Commerce, in Mexico, organized by the CEA Council, which is an ally of universities to promote the training of students through educational events.
Today, I can say that after my 5 years of experience working in Digital Marketing, I have noticed that great priority is given to the creation of content for social networks and the constant generation of ads, but many companies forget to create a web positioning strategy, so that it can help customers find them through Google.
Follow us on the Rock Content LinkedIn page
How the Facebook blackout affected businesses in Mexico
Less than a year ago (on October 4, 2021), the well-known “Facebook Blackout” occurred. According to data from some media outlets , social networks such as Instagram, Facebook and WhatsApp were down for more than 5 hours.
Although many users moved to other social networks to continue interacting, this had an impact on companies. According to data from the cybersecurity platform NetBlocks , the global crash caused Mexico a loss of 265 million pesos.
In this way, we can say that during those more than 5 hours many Mexican companies lost sales, visibility, potential clients or their clients became frustrated because they did not find a direct response from any channel other than social.
A strategy outside of social media or ads
I've already talked a lot about creating SEO strategies. But what strategy should companies implement to be found through channels other than social media or ads?
To answer this question, we can consider a strategy such as Inbound Marketing , which is based on being able to help users resolve their doubts or problems, in such a way that they gain permission to communicate with the potential client in a more direct way, thus creating a more lasting relationship.
This means that instead of reaching potential customers through ads that could be intrusive or only gaining visibility through social media, the idea is to attract them through content that is of interest to customers, which will be focused on solving their main problems or doubts. In this case, Content Marketing is the best ally of this methodology.
Content Marketing and its incorporation in Mexico
According to the SEO Trends 2020 study developed by Rock Content in conjunction with Semrush, 35% of companies in Latin America did nothing related to Content Marketing.
As we can see, this data is from 2020, while in the United States, according to the Content Marketing Institute , since 2014, 93% of companies in that country were already implementing content marketing strategies for branding.
On the other hand, 91% of companies in Spain , also a Spanish-speaking country, were already using Content Marketing to generate business opportunities in 2017 (3 years before Mexico), according to the research firm Hoyreka. This was reflected in its III Content Marketing Report of that year.
So why have most companies in Mexico lagged behind in implementing this strategy?
Much of this has to do with the capacity of the Marketing teams, which are given little priority to Digital Marketing and continue to rely on traditional channels. On the other hand, there is little culture about the importance of Digital Marketing in generating sales or clients, and there is a great lack of knowledge regarding the roles or areas that a Marketing team must have.
The good news is that there are many companies that, when they realize that they do not have enough team to develop these strategies, choose to outsource the strategy to companies that master the subject and have a team trained to develop a content marketing strategy.
Case: Inbound and Content Marketing for Universities
In this specific case, Aliat Universities decided to develop a Content Marketing strategy, since a strategy like this is the perfect match to educate the consumer instead of convincing them.
It was in 2018 that Aliat Universities and Rock Content began their alliance, in which they built an inbound and content strategy to achieve greater brand visibility and, above all, help potential students resolve their doubts about university degrees, study plans and a variety of topics.
After 1 year, Aliat managed to position more than a thousand keywords, which led to obtaining 80% of visits to the blog organically, without investing a single peso in ads, not even on social networks.
Currently, Aliat occupies 2nd place in organic positioning of educational content above some of its main competitors.
What does it take for more companies in Mexico to implement Content Marketing?
This was one of the questions we were asked at the end of the talk. I can say that you need to put into practice 3 things: knowledge, discipline and patience.
Knowledge of the structure of marketing teams. How many people are needed and who is responsible for carrying out each activity.
Discipline and patience . These two practices go hand in hand because, as this is not a paid advertising strategy in which results can be obtained in less than 24 hours, the team must be patient enough to wait for medium-term results so that the keywords they are using in their strategy appear among the first results. In addition to that, they must be consistent and disciplined to continue publishing and providing information to their potential audience.
For now, let's continue sharing knowledge and hopefully in a few years, we can say that 90% of companies in Mexico are implementing an Inbound and Content strategy.
Of course, considering social media as part of a company's how does cash app work? digital positioning strategy, just like ads, is a good thing, as long as they are not the only channel through which we are developing a strategy.
Although we as users generally spend most of our time on our social networks, going from Facebook to Instagram and from Instagram to Twitter, the reality is that when we have doubts about something specific, we generally go to “Saint Google” to look it up.
So why not develop a strategy that, in addition to providing valuable content for your potential client, helps improve your web positioning?
This was the beginning of the talk in which Edgar Higuerey (Account Executive) and I, Lupita Pérez, participated representing Rock Content at the National Congress of Marketing, Entrepreneurship and Digital Commerce, in Mexico, organized by the CEA Council, which is an ally of universities to promote the training of students through educational events.
Today, I can say that after my 5 years of experience working in Digital Marketing, I have noticed that great priority is given to the creation of content for social networks and the constant generation of ads, but many companies forget to create a web positioning strategy, so that it can help customers find them through Google.
Follow us on the Rock Content LinkedIn page
How the Facebook blackout affected businesses in Mexico
Less than a year ago (on October 4, 2021), the well-known “Facebook Blackout” occurred. According to data from some media outlets , social networks such as Instagram, Facebook and WhatsApp were down for more than 5 hours.
Although many users moved to other social networks to continue interacting, this had an impact on companies. According to data from the cybersecurity platform NetBlocks , the global crash caused Mexico a loss of 265 million pesos.
In this way, we can say that during those more than 5 hours many Mexican companies lost sales, visibility, potential clients or their clients became frustrated because they did not find a direct response from any channel other than social.
A strategy outside of social media or ads
I've already talked a lot about creating SEO strategies. But what strategy should companies implement to be found through channels other than social media or ads?
To answer this question, we can consider a strategy such as Inbound Marketing , which is based on being able to help users resolve their doubts or problems, in such a way that they gain permission to communicate with the potential client in a more direct way, thus creating a more lasting relationship.
This means that instead of reaching potential customers through ads that could be intrusive or only gaining visibility through social media, the idea is to attract them through content that is of interest to customers, which will be focused on solving their main problems or doubts. In this case, Content Marketing is the best ally of this methodology.
Content Marketing and its incorporation in Mexico
According to the SEO Trends 2020 study developed by Rock Content in conjunction with Semrush, 35% of companies in Latin America did nothing related to Content Marketing.
As we can see, this data is from 2020, while in the United States, according to the Content Marketing Institute , since 2014, 93% of companies in that country were already implementing content marketing strategies for branding.
On the other hand, 91% of companies in Spain , also a Spanish-speaking country, were already using Content Marketing to generate business opportunities in 2017 (3 years before Mexico), according to the research firm Hoyreka. This was reflected in its III Content Marketing Report of that year.
So why have most companies in Mexico lagged behind in implementing this strategy?
Much of this has to do with the capacity of the Marketing teams, which are given little priority to Digital Marketing and continue to rely on traditional channels. On the other hand, there is little culture about the importance of Digital Marketing in generating sales or clients, and there is a great lack of knowledge regarding the roles or areas that a Marketing team must have.
The good news is that there are many companies that, when they realize that they do not have enough team to develop these strategies, choose to outsource the strategy to companies that master the subject and have a team trained to develop a content marketing strategy.
Case: Inbound and Content Marketing for Universities
In this specific case, Aliat Universities decided to develop a Content Marketing strategy, since a strategy like this is the perfect match to educate the consumer instead of convincing them.
It was in 2018 that Aliat Universities and Rock Content began their alliance, in which they built an inbound and content strategy to achieve greater brand visibility and, above all, help potential students resolve their doubts about university degrees, study plans and a variety of topics.
After 1 year, Aliat managed to position more than a thousand keywords, which led to obtaining 80% of visits to the blog organically, without investing a single peso in ads, not even on social networks.
Currently, Aliat occupies 2nd place in organic positioning of educational content above some of its main competitors.
What does it take for more companies in Mexico to implement Content Marketing?
This was one of the questions we were asked at the end of the talk. I can say that you need to put into practice 3 things: knowledge, discipline and patience.
Knowledge of the structure of marketing teams. How many people are needed and who is responsible for carrying out each activity.
Discipline and patience . These two practices go hand in hand because, as this is not a paid advertising strategy in which results can be obtained in less than 24 hours, the team must be patient enough to wait for medium-term results so that the keywords they are using in their strategy appear among the first results. In addition to that, they must be consistent and disciplined to continue publishing and providing information to their potential audience.
For now, let's continue sharing knowledge and hopefully in a few years, we can say that 90% of companies in Mexico are implementing an Inbound and Content strategy.