Online Marketing Basics for Small Businesses…and Interns

Guest blog by Mariel Lopez-Trujillo, Niki Jones Agency intern

During my years in academia, I have found I want to be in a career where I can think strategically and creatively. I am now a few weeks away from graduating from the State University of New York at New Paltz as the first generation in my family to receive a B.A. Throughout my studies, I took classes in Design, Research Methods, Advertising, Communications, and Management. While earning my degree, I recently completed a marketing internship at Niki Jones Agency, Inc. My time with the agency has shown me how to apply my education and strengthened my understanding of how marketing basics can help small businesses and other organizations achieve their goals.


My first task as an intern was to become certified in Google Search Ads, Google Display Ads, and Google Analytics 4, which will replace Google’s standard Universal Analytics this July. I also wrote content for blogs and social media. These assignments taught me the fundamentals needed to understand online marketing. I gained hard skills like using Google Analytics tools to monitor and understand data, how to build effective campaigns that span multiple platforms, and how to create content that drives web traffic.


In this fast-paced, evolving industry, Google Analytics 4 takes large datasets and organizes them into useful information. This helps businesses measure the performance of multiple campaigns and uncover insights into user journeys. Whether you are a small or large business, utilizing the many tools Google Analytics and Ads offer can help you reach the right customers in a variety of ways. Owners and managers can raise awareness about their business and drive sales. With the real-time overview report in your GA4 account, you can monitor activity as it is happening. With GA4, you can see data from both websites and apps. In the Acquisitions section, you can see how customers are reaching your website, whether through direct, organic, or paid channels. Advertisers can also track which channels are effective and compare visitors from different platforms, such as Google vs. Facebook.


A successful campaign must have an appropriate goal. In digital marketing, goals include results like brand awareness, website traffic, or conversions. The biggest advantage of Google Ads, which includes Google Search and the Google Display Network, is that it gives advertisers complete control over budget, campaign type, targeting, and bidding.


After completion of my Google certifications, I was assigned content marketing duties such as creating social media calendars and writing blogs. A content calendar can help businesses consider platforms to be used, topics for posts and articles, and the days/times they will go live. This saves time and money by promoting organization and allowing for assessment of strategies and repurposing of content. Planning content marketing in advance (i.e., the beginning of each year) allows time to research and establish keywords as well as select relevant images. Incorporating each into blogs improves a website’s overall SEO performance. Learn more about SEO and related services, here.

In completing these assignments, I gained knowledge of integrated marketing beyond what I was taught in the classroom. I still have a lot of room for growth in this industry, but I am grateful for the knowledge and experience I gained here at Niki Jones Agency and the insights into how organizations can utilize these basics to achieve their marketing goals.

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