Digital marketing is the cornerstone of the marketing industry. It’s a multi-billion-dollar industry that is extremely helpful to businesses both small and large.
But what exactly is it, and how can you leverage the power of the internet in your favor?
If you’re not too familiar with the various types of digital marketing, don’t stress-out. It’s a complex field with all sorts of options.
With new types of digital marketing popping up all the time, it can be tough to figure out which ones are best for your business. Understanding where your marketing is today and where you want to be, is key.
But don’t worry, I’ve got you covered. Keep reading to learn the ins-and-outs of digital marketing and how you can use it for your business!
1. Organic Search Engine Optimization
Our first digital marketing technique is the most popular, and perhaps the most well-known. Organic search engine optimization (SEO) and is an important your online success.
SEO is the process of increasing your site’s position on a search engine, sometimes referred to as a SERP.
If that sounds like a lot of work, we’ve got some good news and some bad news. The good news is that it isn’t as complicated as you think. Largely, SEO is all about using the right “search word” (a.k.a: keyword) for your marketing.
You do this so that your prospective buyer can find you when they search for your products or services.
The bad news is that it means you’ll need to beef up your analytics and tracking capabilities by a large measure. Currently, SEO is keyword-focused, and you will need to measure what you do more than ever.
As of this writing: SEO is going through a major change, and we will be sharing the specifics of that in a later post! So keep tuned!
2. Local Search Engine Optimization
As if discerning between types of digital marketing wasn’t already confusing enough, here’s a new layer.
Organic SEO is only one part of the SEO world. If you’re a smaller business, you’ll need to truly harness the power of local SEO.
Local SEO operates the same way as organic SEO, with the end goal of increased traffic leading to sales. Where it differs, however, is how it approaches the use of keywords.
Local SEO is all about content and keywords that are focused within your immediate area. Since Google tailors its results to a user’s geographic location, this can be a significant advantage to you.
Keep things all about your local area and watch your numbers rise.
3. Pay-Per-Click Advertising
If you use Google or Facebook on a regular basis, you’ve probably noticed an increase in ads. These are most likely Pay-Per-Click or PPC advertisements targeted toward you.
A company will buy ad placement on a search engine or social media site instead of focusing on content. They’ll then pay the search engine every time a user clicks on their advertisement.
That isn’t to say PPC doesn’t have its advantages. After all, the right PPC campaign can lead to plenty of conversions. But it often doesn’t get the same results as SEO.
If you’re confused (and we don’t blame you) think of it this way:
SEO is using content to get traffic, PPC is more akin to buying traffic.
I believe that PPC is the most cost-effective way to start. A great way to quickly see what works and what doesn’t, because the data (feedback) is immediate and clear.
Either method costs money because ALL Customer Aquisition costs money. But consider PPC as an effective starting point.
4. Social Media Marketing
Social media marketing is perhaps the most straightforward technique on the list. It involves, as you’ve probably guessed, advertising on social media.
Be it through a PPC campaign or regular posts and links. It’s a fantastic resource.
Social media allows businesses to reach customers in ways that they previously could not. It has made brands more accessible to consumers, allowing for a direct relationship.
Using social media is an absolute must for your business, but, make sure you’re using it wisely. Post to a variety of social media sites like Facebook, Twitter, and YouTube and interact.
The businesses that thrive on social marketing: respond directly to the consumer.
5. Public Relations and Email Marketing
Here’s an old method, but an effective one nonetheless. The PR field is more popular than ever thanks to the digital era.
While the techniques haven’t changed much, the channels have. Instead of calling dozens of businesses a day, PR firms now specialize in email marketing.
Email blasts are a great resource for your company to use anytime you have a new product or service to show off. Best of all, you get to exercise a bit of creativity with them.
There are tons of email resources out there that allow for custom images, fonts, and layouts.
6. Content Marketing
Aside from SEO and social marketing, content is where you’ll get the most traffic. You can use all the buzzwords and buy all the ads you want. But if your content isn’t quality, that is: It Establishes You as the Authority in Your Market, no one will care.
Powerful content focuses on a few different things:
- It’s written for the audience. Don’t talk down to them, but don’t assume they know everything about a topic either. It’s a delicate balance but a necessary one to strike.
- You break it up into chunks. Think about the sites you visit on a regular basis. Most of their content isn’t a giant block of text. They break up paragraphs into small, readable sections followed by images.
- It has keywords that make sense. You can’t just throw keywords into content and expect it to make sense. In fact, if you do so, Google will penalize you and can radically lower your website ranking on the SERPs (Search Engine Results Page).
Of course, content can also be video-oriented, as well. With millions of views on YouTube every single day, it’s a great avenue for companies to explore.
7. Viral Marketing
While viral marketing is the most fun of our types of digital marketing, it’s the hardest to do well.
Think about the Super Bowl commercials you’ve seen over the year. Many of them were created specifically for audiences to share with their friends.
This is viral marketing in a nutshell. It’s predicated on users being so interested in an ad that they have to tell their friends. Think of it as 21st-century word of mouth.
Popular film director JJ Abrams is well-known for his excellent marketing campaigns.
During the height of ABC’s LOST, Abrams created a series of advertisements for one of the show’s fake brands. It was a hit, and they got tons of publicity for it.
Think of ways you can leverage viral marketing to your benefit. It can be through a website, video, or alternate reality game.
Choosing The Right Types of Digital Marketing
The perfect mix of digital marketing types will depend on your business size and goals. It can be tough enough alone, to navigate the digital waters, but we’re here to help.
That’s why we always start with a current Marketing Profile of your business. Before we do anything else, we need to understand where you are and where you want to go.
We have 2 unique kick-start options for you designed to fit any brand of any size.
Whether you’re looking for a great PPC campaign, Facebook Ads, Google, Website SEO, or just want to boost your Video views, we can help.
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