Digital marketing has become an important part of an organization’s overall marketing strategy over the last decade. The different types of digital marketing enable businesses to target their communications to a specific audience, allowing them to market directly to people who are likely to be interested in their products.
Digital marketing refers to a wide range of marketing strategies and technologies that are used to contact customers over the internet. It has transformed the marketing business as a method of online marketing that allows organisations to develop a brand identity.
In this RisePath article, we will discuss some of the most prevalent digital marketing methods as well as the channels that each one uses.
1. SEO (Search Engine Optimization) (SEO)
This is the process of boosting the quantity of organic (or free) traffic to your website by optimising it to “rank” higher on search engine results pages. Websites, blogs, and infographics are among the channels that profit from SEO.
There are several approaches to SEO that might help you produce qualified visitors to your website. Among them are:
- On-page SEO: When looking at a website, this sort of SEO focuses on all of the content that is “on the page.” You can answer questions for readers and rank better on the search engine results pages (SERPs) by researching keywords for their search volume and intent (or meaning).
- Off-page SEO: When it comes to optimising your website, this sort of SEO focuses on everything that happens “off the page.” “What activities outside of my own website could have an impact on my ranking?” You might inquire. Inbound links, often known as backlinks, are the answer. How highly you rank for the keywords you care about is influenced by the number of publishers who link to you and their respective “authority.” You may get the backlinks you need to advance your website up to the right SERPs by networking with other publications, producing guest posts on their websites (with a link back to your website), and creating external attention.
- Technical SEO: This is concerned with the backend of your website and the coding of your pages. Technical SEO techniques such as image compression, structured data, and CSS file optimization can all help your website load faster, which is a key ranking factor for search engines like Google.
2. Content Marketing
This word refers to the creation and promotion of content assets in order to increase brand exposure, traffic, lead generation, and customer acquisition.
The following channels can be used in your content marketing strategy:
- Blog Posts: Writing and publishing content on a company blog allows you to demonstrate your industry expertise while also driving organic search traffic to your website. This increases your chances of converting website visitors into sales leads for your sales team.
- Ebooks and whitepapers: eBooks, whitepapers, and other long-form information can help website visitors learn more. It also lets you trade content for a reader’s contact information, allowing you to generate leads and move individuals along the buyer’s journey.
- Infographics: Readers want to be shown rather than told. Infographics are a type of visual content that aids website visitors in visualising an idea you’d like them to understand.
- Audio or visual content: Popular digital marketing mediums include television and radio. Creating video content that can be shared online or heard on the radio can dramatically expand your potential audience.
3. Marketing on Social Media
This method uses social media to promote your brand and content in order to raise brand awareness, drive traffic, and generate leads for your company.
The channels you can use in social media marketing include:
Many marketers will launch viral campaigns using these social media sites. A viral marketing strategy involves collaborating with a well-known content producer or participating in a popular trend that is currently resonating with a large audience. The goal is to develop something worth sharing in the hopes that it will spread naturally over social media channels. A social media management software helps automate these marketing campaigns.
4. Pay-per-click advertising (PPC)
PPC is a strategy of increasing website traffic by paying a publisher each time your ad is clicked. Google Ads is one of the most common types of PPC. It allows you to pay for top spots on Google’s search engine results pages by paying “per click” for the links you place. PPC can also be used in other channels like:
- Paid Facebook ads: Users can pay to personalise a video, image post, or slideshow, which Facebook will then publish to the news feeds of people who fit your company’s target demographic.
- Twitter Ads campaigns: Users can pay to have a series of posts or profile badges placed in the news feeds of a certain audience, all with the objective of achieving a specific goal for your business. This objective could be increased website traffic, increased Twitter followers, increased tweet engagement, or even app downloads.
- Sponsored Messages on LinkedIn: Users can pay to send messages directly to select LinkedIn users based on their industry and background using Sponsored Messages on LinkedIn.
5. Affiliate Promotion
This is a type of performance-based advertising in which you are compensated for promoting the products or services of others on your website. Channels for affiliate marketing include:
- The YouTube Partner Program allows you to host video adverts.
- Using your social media profiles to share affiliate links.
This is an example of the relatively recent influencer marketing trend. Using influencers to create a campaign can be a very effective type of affiliate marketing. Finding the proper content providers helps propel your digital campaign forward.
6. Native Advertising
Native advertising refers to advertisements that are mostly content-driven and appear alongside non-paid content on a platform. Sponsored posts on BuzzFeed are an excellent example, but many people also perceive social media advertising to be “native” — for example, Facebook and Instagram advertising.
7. Automated Marketing
The software that automates your core marketing processes is known as marketing automation. Many marketing teams can automate processes that would otherwise be completed by hand, such as:
- Email newsletters: Email automation does more than just allow you to send emails to your subscribers on a regular basis. It can also help you cut and enlarge your contact list as needed, ensuring that your newsletters are only sent to those who want them.
- Social media post scheduling: If you want to expand your company’s social media presence, you must publish frequently. As a result, manual posting is an uncontrolled procedure. Social media management software automates the posting of your material to your social media platforms, allowing you to focus on content planning.
- Workflows for nurturing leads: Generating leads and converting them into customers can be a lengthy process. You may automate this process by sending targeted emails and material to prospects who meet particular criteria, such as downloading and opening an eBook.
- Campaign tracking and reporting: A marketing campaign can contain a variety of individuals, emails, material, webpages, phone calls, and other elements. Marketing automation may help you organise everything you do by the campaign it’s supporting, and then track the campaign’s performance over time depending on the progress all of these components make. A social media management software like RisePath Marketing can help you with that.
8. Email Promotion
Businesses utilise email marketing to communicate with their customers. Email is frequently used to promote information, promotions, and events, as well as to send visitors to a company’s website. In an email marketing campaign, you might send the following types of emails:
- Newsletters for blog subscribers.
- Emails sent to website visitors who have downloaded something.
- Welcome emails to customers.
- Holiday promotions for members of loyalty programmes.
- A series of tips or similar emails For customer nurturing.
9. Online Public Relations
The method of obtaining earned online coverage through digital publications, blogs, and other content-based websites is known as online PR. It’s similar to traditional public relations, but it’s done online. You can use the following channels to maximise your PR efforts:
- Reporter outreach using social media: For example, talking to journalists on Twitter is a terrific method to build a relationship with the press and provide earned media chances for your organisation.
- Engaging online reviews of your organisation: Your tendency may be to ignore online evaluations of your firm, whether they are positive or negative. Engaging in corporate evaluations, on the other hand, let you personalise your brand and convey powerful messaging that safeguards your reputation.
- Comments on your own website or blog that are interesting: Responding to individuals who are reading your content, in the same manner, you replying to evaluations of your firm is the best approach to start a productive conversation about your industry.
10. Inbound Marketing
Inbound marketing is a marketing strategy that involves attracting, engaging, and delighting customers throughout the buyer’s journey. Every digital marketing method listed above can be used as part of an inbound marketing strategy to create a customer experience that works with, not against, the consumer. Here are some classic inbound marketing vs. traditional marketing examples:
- Pop-up ads vs. blogging
- Commercial advertising vs. video marketing
- Email spam vs. email contact lists
11. Advertised Content
You pay another firm or entity to create and promote material that mentions your brand or service in some way through sponsored content.
Influencer marketing is a prominent sort of sponsored content. A brand funds an industry influencer to make posts or videos about the firm on social media with this form of sponsored content.
A blog post or article written to emphasise a topic, service, or brand is another example of sponsored content.
12. Search Engine Marketing (SEM)
It’s a terrific opportunity for a promotion when a potential lead is looking for a product or service that is connected to yours. Paid advertising and SEO are two excellent methods for promoting your company and capturing prospective leads. Using sponsored adverts on search engines, search engine marketing is another approach to improve website traffic. Bing Ads and Google Ads are the two most popular SEM services. These paid adverts appear at the top of search engine results pages and provide immediate visibility. This is another good example of native advertising.
13. Marketing with Instant Messaging
Marketing your items via messaging platforms is a quick way to reach out to potential customers, even if they haven’t given you their phone numbers. It’s an easy method to inform your customers about flash specials, new products, or order status updates. It’s also a quick option for customers to contact customer support if they have questions or require additional information. You can send text messages straight to a mobile phone or use platforms like Facebook Messenger or WhatsApp to deliver texts.
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