updated September 2020
Looking for an effective way to boost traffic to your site and attract more buyers to your business? Feeling overwhelmed by the countless types of digital marketing you could use?
We’re here to help.
Understand the Basics
Digital marketing is not just a buzzword thrown around at networking events. You need to understand the types of digital marketing at your disposal. You need to use these methods to stay afloat in a sea of digital competition and stand out from the crowd.
Ask yourself, “Do I really know what digital marketing is?”
If you answered no, that’s okay.
In this article, we’ll discuss the ins and outs of digital marketing, to help you gain a basic grasp of the concept. We’ll go over the term’s definition, importance, and teach you the basics how to use 9 types of digital marketing. We’ll be expanding on each specifically in future blog posts.
By the end, you’ll feel confident in your ability to employ digital marketing as an effective part of your overall marketing strategy.
What Is Digital Marketing?
Most people do a poor job of nailing down the definition of digital marketing. The term is less vague than you might imagine from the outset.
Digital Marketing is any type of marketing (typically for products or services) that uses electronic devices.
It’s that simple.
If you can believe it, digital marketing is nothing new. Digital marketing came onto the scene as soon as electronic devices entered our lives. Most, when they think about digital marketing, assume it is all about content marketing and social media, and avoid some of the more complicated aspects like SEO, because they can be intimidating. While these exist as types of digital marketing, they are not all encompassing. Digital marketing happens both online and offline.
We’ll touch on offline marketing at the end of this article, but the majority of this article will consist of online marketing tactics. You need both forms of digital marketing for a super effective marketing strategy. If you’re wondering why digital marketing matters at all, read on!
Why Digital Marketing Matters
The amount of time we spend connected to our electronic devices increases every day. In fact, Americans spend over 11 hours each day using electronic devices. I know what you’re thinking: “but there are only 24 hours in a day.”
That number might scare you, but we’re so close to spending every waking hour on electronic devices, digital marketing is more important and impactful than ever before.
Increasingly, without any digital marketing efforts, you will fall further and further behind the competition. Your business will get left in the dust. Don’t get left behind! Consider the following types of digital marketing and think about which ones work best for your industry, your company, and your audience.
Types of Digital Marketing
We’ve arrived! It’s time to dive head first into 9 types of digital marketing. Types of online digital marketing include:
- Search Engine Optimization (SEO)
- Search Engine Marketing and Pay-Per-Click Advertising
- Social Media Marketing
- Content Marketing
- Affiliate Marketing
- Influencer Marketing
- Email Marketing
- Viral Marketing
- Mobile Phone Advertising
1. Search Engine Optimization
Search Engine Optimization or SEO refers to the process of growing your online visibility in non-paid (organic) search engine results. In layman’s terms, it means showing up in Google’s non-paid results when someone searches for a term or keyword related to your business or market.
SERPs or search engine results pages appear to users after they search for a given set of keywords using a search engine like Google or Bing. Each user receives an individualized results page based on keywords, the user’s location at the time of searching, and their browsing history.
Organic search results appear in a list and are ranked using the search engine’s algorithm. As users change the way they search and engage with online content, these algorithms change. The higher you rank on a SERP, the more traffic is directed to your site and the more chances of making a passive visitor an active customer.
It’s imperative to show up on the first page of Google’s search results, almost no users will click to the second page of results. Anything but page 1 may as well be the Dark Web.
How do you get your company’s website to appear at the top of a user’s organic search results?
By optimizing your website using SEO techniques.
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Search engine optimization includes many factors from keywords within your content to links to your website around the web. It includes both On-page (things you do on your website) and Off-page (things you do outside your website) SEO.
On-page SEO refers to the steps you take on your own website to boost your SEO, ensuring your site has the proper structure that Google likes, that your Header tags, title tags, and meta description are correctly configured. Off-page refers to the relationships you make with other website, and actions you take to fuel SEO, such as acquiring backlinks and citations.
SEO trends change as algorithms change to fit user needs. In this way, SEO is never about building a website for the sole purpose of ranking high on a list results. At its core, SEO is about crafting the best possible website for your user. If you stay on top of SEO trends, you’re that much closer to more visibility online and traffic to your site.
2. Search Engine Marketing (AdWords, PPC, etc.)
Search Engine Marketing or SEM covers the ground SEO ignores, paid traffic from search engines. With SEM you purchase advertisement space that appears on a user’s SERP. The most common paid search platform is Google AdWords, followed by Bing Ads.
The search engine charges a marketer a predetermined amount to display an advertisement in a number of places on a SERP generated from specific keywords or phrases. One example of SEM is pay-per-click advertising or PPC. PPC refers to a digital marketing method wherein search engines charge a company each time their advertisement is clicked.
Social media platforms are increasingly adopting PPC advertising. These ads show up in the news feeds of a company’s target audience. This system is a great example of how the different types of digital marketing bleed into each other to form a complete digital marketing strategy. Here we see how SEM overlaps with social media marketing.
3. Social Media Marketing
By now you know that social media is a crucial part of your marketing strategy. But do you know the ins and outs of social media marketing?
Social media marketing gives you increased exposure. It allows you to connect with your consumers in a more intimate way. From this interaction, you can gain valuable customer feedback that allows you to improve your customer service, product, or service.
Using social media marketing you’ll gain more reach when you post quality content. Everything you do to increase traffic or business on your social media channels is social media marketing. Whether you’re on Facebook, Twitter, Snapchat, Instagram, or LinkedIn these efforts all amount to social media marketing.
Most everyone benefits from social media marketing, but B2C companies stand to gain the most (although B2B can find tremendous success using LinkedIn Ads).
Pay attention to what your target audience talks about on social media. Engage in the conversation. Use social media marketing as a way to gauge what content you put out does well by monitoring shares and likes. Shares equate to free advertising for you.
4. Content Marketing
Content marketing refers to the practice of delivering a quality piece of content to your users to generate sales and leads. This content can live anywhere online. Tweets, a YouTube video, and blog posts on your website all comprise content marketing. Content Marketing works because it melds together exceptional content with other types of digital marketing like SEO and Social Media Marketing.
This article is an example of Content Marketing. We have created a useful piece of content that drives visitors (like you) to our site. This in turns let’s Google know we are experts in the field of Digital Marketing, so when Google users have questions, they can trust that our website will provide good answers.
Keep your audience in mind as you create content. Remember who you’re talking to and what they’re interested in. This will dictate the subject of your content. Consider the language your audience uses when they search online for information. Use these keywords to boost your SEO.
Last, share your content across all of your social media platforms for maximum exposure and feedback. Content marketing is an ongoing practice. It’s not always about sales but more so about engaging and educating your consumer to build brand recognition, trust, and equity.
Stay away from fluff pieces or meaningless content. Try and answer a real question people have on the internet. Not sure what to write about? Try asking your current clients about what sort of information they wished they had. Use some of the free tools available to find what people are searching for.
Think about how much content a user comes by every day. Make sure they have a reason to visit your site, or read your content. Don’t waste their time! Creating relevant, quality content helps you stand out and boosts your SEO.
And consider having others blog and backlink to your site, a really great tool for this is LovingDA.com.
5. Affiliate Marketing
Affiliate marketing refers to the process of paying for conversions. Think of it like hiring a sales person for your product or service. That affiliate earns a commission.
You determine the rate for affiliate marketing. You only pay for the conversions. This means there is no upfront cost to affiliate marketing. Many bloggers or e-commerce websites use affiliate marketing.
When you choose to use affiliate marketing ensure that all of your terms and boundaries are discussed beforehand. The affiliate represents your brand, so you want them to carry your brand’s message close to them. Think about the kinds of words you want the affiliate to use. Of course, you need to make the deal work for the affiliate, too.
6. Influencer Marketing
Influencer marketing is among the newer types of digital marketing, but has begun to rapidly expand in popularity over the last 5 years. Influencer marketing uses people with an enormous online reach, considered experts or who are popular by your target market, to drive traffic and sales.
Influencer marketing is popular on social media channels like Instagram and Youtube. Companies hire Instagrammers with large followings to promote their brand by posting one or more photos with their products.
Companies now engage in Instagram or Snapchat “takeovers” where the hired influence controls the company’s social media platform for a given amount of time, most often a day. These social media takeovers drive the influencer’s following to your social media channels increasing your new followers and unique views.
Always make sure to do your research on an influencer before you decide to do business with them. You might want to verify their Google analytics and make sure their following proves legitimate and not full of fake or bot accounts.
7. Email Marketing
Email marketing allows you to update your email subscribers on a regular basis about your company. This fosters a relationship unlike any of the other types of digital marketing. Your email updates provide value to your consumer. As a result, you build brand trust and brand loyalty.
The best email marketing campaigns involve a list of subscribers earned by your content and company, not paid for by your company. People who opt-in to your email subscription prove more likely to become active buyers. Do not spam people, make sure you are presenting useful content or special offers, and you can see a great deal of success.
8. Viral Marketing
Viral marketing refers to a post of some sort that is trendy, funny, or strange enough to garner a massive amount of shares online. Viral marketing causes an enormous spike in website traffic over a short period of time. This is hard to do but the massive benefits can make the effort worth your time.
B2C companies stand to gain the most from viral marketing. B2C companies can use social media to reach an enormous audience across all of their active platforms. But there is no magical formula for what will go viral, the internet can be an unpredictable place.
9. Mobile Phone Advertising
Each of the types of digital advertising can happen on a mobile device. Some types of marketing using a mobile phone do not fit the above types of digital marketing.
These include SMS advertising which could prove an asset to local marketing efforts, or in-app advertisements. You can prompt your consumers to use SMS to receive special offers, coupons, and updates from your company. As the people become more and more accustomed to using the internet on their mobile device, this aspect becomes more and more vital to your overall marketing strategy.
Offline Digital Marketing
It is worth it to know that your digital marketing strategy is not complete with online digital marketing alone. You should consider and implement some types of offline marketing to reach your goals. Enhanced offline marketing is offline marketing that uses electronic devices to boost the user experience.
An example of this are restaurants that lets customers put in their order with electronic tablets. You may be able to negotiate with the restaurant to advertise your product or service on their devices. QR codes on products or in print ads are another way to incorporate a digital strategy in your offline marketing plan.
Radio marketing, television marketing, and phone marketing also comprise offline digital marketing. Try and think creatively on how you can mesh the two types of marketing together.
Using These Types of Digital Marketing To Benefit Your Business
Now you know the types of digital marketing. You can use these online types of digital marketing to boost your visibility online and engage your consumers. We must stress that this is the real goal of all of the types digital marketing.
Creating experiences for your target audience that boost your brand into the forefront of your mind. Quality marketing practices benefit both you and your target audience.
Your success is not yet contingent on online marketing alone. Yet the way people live their lives leads marketers to believe this is around the corner. Remember the key to visibility is boosting your SEO. Through quality content marketing that adheres to the best SEO practices and is shared on social media, you can increase your reach by leaps and bounds.
Leverage social media to listen to the conversations your customers take part in. Measure the traction of your content and adjust your future content to replicate your success. If you want to learn more about how your business can capture more leads improve your ROI via digital marketing, contact us today!
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