Marketing vs. Advertising

When a company reaches out to Skyrush Marketing, many times they ask us about “advertising.” However, advertising is just one piece of the marketing puzzle and it’s a common misconception that the two are interchangeable. In fact, marketing and advertising are two different terms with different meanings. Because we get this question a lot, we decided to write this post on the difference between marketing and advertising to offer businesses the opportunity to learn more about the services needed to promote their brand. To start, we want to cover the basics – advertising is a subset of marketing. Once you understand that, it is much easier to comprehend the nuanced differences in terms of logistics and costs. The following sections will provide overviews of marketing and advertising.

What is Marketing?

Miriam-Webster Dictionary defines the word marketing as “the process or technique of promoting, selling, and distributing a product or service.” But isn’t that pretty much the same as advertising? Well, yes and no.  Advertising is putting out an ad to promote something you sell like homemade lemonade while marketing is everything leading up to that ad, including handing out free samples at the grocery store on a sunny afternoon. There’s lot more that goes into running a successful business than just having a quality product. This is where marketing comes in….to define questions like: Who is your target market? What are their needs and how does your product or service address those needs? How do you want to drive traffic? You may have a wide audience ranging from 18 years of age all the way through 65. And marketing means effectively getting your message across to each customer.

Advertising: A subset of marketing

Advertising is one of the many components that make up a brand’s marketing plan. Unlike marketing, advertising is a one-way form of communication and is usually served in front of a broader audience. This kind of advertising can be communicated through a variety of channels such as broadcast, print, native, social media and many more. Part of your marketing strategy is figuring out which channel works best to catch the attention of your target audience and this is where technology comes into play. The evolution of digital marketing has helped so many brands pinpoint the best tactics to match targeted consumer behavior and drive results.


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As we said, advertising is one component of marketing, but there are others too. Check out the figure to the right for the multiple tactics that make up a comprehensive marketing strategy.



Skyrush Helps You Get the Best of Both

At Skyrush, we understand that a big part of marketing is advertising, which is why we often emphasis digital ads for our clients. However, we also want to stress that there are many more components needed to development, create and implement your digital marketing strategy. Skyrush provides a range of digital marketing services to make up a holistic approach and make sure your brand is well marketed. For instance, our web team works closely with our development specialists to ensure that our clients’ websites are built on sound architecture and are mobile-responsive and our SEO experts chime in to make sure the sites are fully optimized for organic search. Likewise, our team of content marketers create their unique content that gets added to the mix to enhance websites and advertisements. If you’re interested in learning more about how Skyrush Marketing, your New York Digital Marketing Company, can help you grow your brand, contact us for a free consultation.

Healthcare SEO


When you have the flu and you need to find a new doctor who can take you right away, what do you do? Many people will begin by searching on the computer or their smartphone and the most popular place to start is Google. A simple query like “urgent care near me” or “primary care physician in…” can yield tons of results on Google, but for the most part, people won’t look past the first page.


So, if you’re a healthcare provider, ranking high on Google should be a priority if you want to increase your website traffic and number of new patients. This is why SEO (search engine optimization) is going to be one of your most important tools when it comes to digital marketing. In this post, we will go over some of the best tactics for healthcare SEO, so that you can start moving up the SERP and appeal to more potential patients. It’s important to remember that SEO is a continuous process and will require a long-term commitment to ensure consistent results, but by following these tips, you can get started and then work to build out a long-term SEO strategy for your healthcare facility.

Top 3 Tips for Healthcare SEO


  1. Choose Keywords Wisely: Think about how people are searching on Google. In today’s day and age, most internet users don’t type complete thoughts into Google. Instead, they search how they talk, meaning they may ask questions or use location modifiers like “near me”. Be sure to do your research about which keywords your competitors are ranking for and also determine which keywords generate the greatest search volume. There are some excellent tools for conducting keywords research, including Google’s Keyword Planner, SEMrush, and Answer the public. Google’s Keyword tool and SEMrush will tell you the search volume and competitive ranking of different keywords. They will also give you keyword suggestions. SEMrush is also great because you can conduct a competitive analysis, comparing your keywords and their rankings to those of your top competitors.


  1. Optimize Your Meta-tags: The keywords that you focus on for your specific healthcare facility should be present throughout the content you create for your website and other platforms. In addition, the keywords should be in your title-tags and meta-descriptions. The title-tag and meta-description are what users see when they search on Google. For instance, if I conduct the same search, “urgent care near me,” I can see that each result has a title-tag and meta-description.


When you are creating your titles and descriptions, it is crucial to keep in mind the character limits. Titles should typically 65 characters or fewer. Descriptions should be under 150 characters. However, you want to make sure that your titles and descriptions are long enough to convey the important information. In the example above, the title is exactly long enough o fully display and the description is fairly comprehensive. In the example below, the title gets cut off and the description isn’t unique for search engines. Rather, it is just pulling the first 150 characters from the page.


These might seem like small details, but they really make a different to the user in terms of experience and ease of acquiring the information they need.


  1. Create Unique Content: You need to post content regularly to promote your website. There are multiple platforms for promoting content including a blog, ebook, and social media. When you are developing content, you want to make sure that you’re writing about topics that users are actually searching. This means you need to do some research, similar to when you were searching for keywords. You can use SEMrush and Answer the public to get ideas for content, including questions that people ask and trending topics.


If you have a blog, you should be posting at least twice per month in order to reap the benefits of the content. In addition, share your posts on social media platforms like Facebook and Twitter. The most important thing is to make sure your content is original. If you copy the same material from another website, you’ll actually hurt your SEO efforts. Therefore, it is important to have a team of content marketing specialists and copywriters to keep the original content flowing.

Get Started with Healthcare SEO

If you’re ready to get started with SEO for your healthcare facility, take the points from the post above and set up a short-term plan. If you want a team of SEO experts to get the long-term plan in place and deliver results consistently, contact Skyrush Marketing for a free consultation. Skyrush Marketing is a digital marketing company serving New York and Long Island.