For those who are inexperienced in digital marketing, what’s the number one thing they should know?

They must have a social media account and post their companies updates and lead products or services there.  If you don't have a social media account, many consumers believe that you don't exist.

Education? do they own/rent? Millennial or Babby Boomer? once you have an understanding of the customer,  tailoring you message digitally is a lot easier less costly. Then its time to sit and develop strategies on how to appeal to the type of consumer you wish to target.

“Focus” is the very first element that I address with every single client I work with, because everyone who is struggling to attract prospects online has failed to include it properly in their marketing recipe. Your marketing success depends upon your ability to focus.

What product or service do you want to promote, what geographical areas and how much do you feel comfortable with spending to increase your clientele. 

Targeting your demographic. Otherwise it’s all a waste. 

Know your audience!

The most important thing about digital marketing is knowing how it fits into and strengthens your brand! It's a tool and not an end-all tactic!

Do your research. Before you begin creating an elaborate digital marketing campaign, website, etc, make sure that you have researched all the top competitors in your space, and you're using the same language & definitions they are. Not only is this good for SEO, but it also ensures that your marketing message is aligned with both industry competitors & market needs. Even if you "know" what the market wants, take a look at what they're actually searching for & buying before you start marketing.

Well digital marketing is such a broad term that it's hard to have a single answer, or even a comprehensive answer, to the question. Social marketing is one thing, optimizing your website and Google listing for local search is another, social efforts have their own approaches, objectives and metrics, and let us not forget one of the grandaddies of digital efforts -- good old email marketing. 

There's a hilarious scene from the HBO comedy/satire series Silicon Valley. The team of the fictional startup attends a tech conference and every speaker riffs on some version of social/mobile/local. But satire aside, a combination of local efforts with an eye toward mobile, then paired with a social presence that can support (but not drive those efforts) is as good a place as any to start. 

One final thing, make sure you track and measure everything. And if the results are not there, then that tactic might not be for you, even if everyone else is doing it.

To mom and pop small business and mostly for the Hispanic entrepreneurs, they need to concentrate to get their business to be found on the digital world.

for them i recommended to first claim your business on Google place, Apple Maps, Bing, and some local digital directories like yelp, facebook fanpage, etc, etc. some of this forms to be on on the digital world can be done for free at no cost if they know how to do it, otherwise they need to learn how to do it or hire a professional marketer that can do this for them.

and to make sure they going to be ready for the next step to invest on paid advertising...

My final comments on this is if you are small business owner and you want to make sure your business can be found on line, check if you appeared in google place, google maps and apple maps, why i say those 2 platform's, cause they're different each other and most of you potencial clients using their smartphone to find a business like yours, if they can't find you there you out of luck to get more sales.