In such a dynamic world, full of technological advancements, digital marketing is perhaps the most crucial initiative that every business should take. Turning to digital marketing is more of a strategic move to position the business for success. With everyone using the internet, in one way or another, businesses have no option but to provide useful and marketable information online. This is because the masses have embraced the internet as a source of information to get educated. At the end of it all, they get to know a thing or two concerning a service or product offered by an organization. Thus, going the digital way guarantees wider reach and engagement. This promotes the business by far.
Before exploring the numerous digital marketing avenues, let’s get a partial glimpse of digital marketing.
Digital marketing reflects any marketing technique that is performed electronically. Digital marketing is an important tool when it comes to competition and business relevance in the market or given industry. Although digital marketing keeps on evolving, the likes of radio and television ads are considered to form part of digital marketing. However, trending strategies are overly effective.
Tip: Any business existing without a web or online presence is running on a slippery path. In essence, such a business is missing on countless opportunities in realizing engagement with the target audience.
Before having a look at the various avenues for digital marketing, it’s worth noting that businesses can leverage different digital marketing mechanisms to boost audience reach. Embracing multiple avenues reflects a well-rounded approach for optimal marketing results. All you need to know about digital marketing, here.
Here are 10 best types of digital marketing:
Search Engine Optimization (SEO)
In simple terms, Search Engine Optimization (SEO) refers to the process of optimizing a ‘website’ so that it ranks high in the search engines results. By doing so, the organic traffic to the site increases freely. These are the leading channels that benefit from banking on SEO:
- Blogs, and
Whenever you see SEO, traffic should be the first thing to appear in your mind as a business person, marketer, entrepreneur or even learner.
Approaches used to tackle SEO
On page SEO
Here, it’s all about the content provided ‘on the page.’ It’s more of the answers provided to the readers or online visitors by meeting their search intent or intention. The content and the volume of content dictates higher or low ranking on the SERPs.
Off page SEO
This is whereby the focus is switched from ‘on page’ to ‘off the page.’ What this means is that; There is some activity carried out on the website but has a positive impact on ranking. Several activities suit this type of SEO:
- Inbound links (best known as backlinks)
- Linking/networking with authoritative publishers
- Writing guest posts (don’t forget to link back to your website)
- Generating external attention
The emphasis here is the backend of the website. More importantly, it concerns how the website is coded. Consider parameters like: Image compression, CSS file optimization, and structured data. According to Backlinko, all these contribute to the loading speed of a website – This is vital for any search engine, especially google.
Of great importance to know about SEO is being aware of the ‘phrases or words’ used by consumers on the internet. For you to beat google’s algorithms that determines search results, do the following;
- Adopt content indexing – Allow search engines to read your content clearly. Go for alt texts, and text scripts where applicable
- Excellent link structure – Search engine should easily ‘crawl’ your site’s structure
- Proper keywords – Learn to deploy the keywords. This calls for keyword targeting: Let your content and headers contain the search terms that will trace your site.
Good SEO practice: Quality of the content should be optimally high. Use keywords in the headers. Enhance crawlability.
The core purpose of content marketing is to create and promote with an intention to realize;
- Brand awareness
- Traffic growth
- Lead generation
- Attracting customers
Precisely, content marketing comprises story telling and sharing of information using blogs, ebooks and white papers. The motive is to trigger the reader to take swift action leading to customer acquisition. Ultimately, several readers will share contacts, share the content, sign up email, or even request more information immediately.
However, as a reliable form of digital marketing, content marketing should be grounded on quality and value – Not just advertising a service or product. This is because consumers never stop learning. Thus, the content shared should be overly informative. In essence, a content marketer should strive to build trust with the audience. In the long run, it’s such relationships that yield actual leads and sales. Again, overtime, your avenue for sharing content becomes a source of information where a lot of traffic checks in. This is one way of gaining authority over the product or service you are selling. It is therefore considered and classified as a long term digital marketing strategy.
Social Media Marketing
Social media marketing (SMM), as a form of digital marketing entails all business undertakings performed via social media accounts or channels. Although everyone knows how to use social media, marketing through social media channels calls for profound tactics.
Note: social media marketing is not about commenting and posting. It goes beyond this – Brand promotion, driving traffic, generating business leads and spreading awareness.
A social media marketer should embrace the following highly visited channels to implement digital marketing effectively: – (See number of visitors every month)
- LinkedIn – 294 million
- Facebook – 2 billion
- Quora – 514 million
- Instagram – 1 billion
- Medium – 60 million
- Snapchat – 345 million
- Pinterest – 250 million
- Snapchat – 255 million
- Viber – 260 million
- Twitter – 335 million
- Youtube – 1.9 billion
- whatsApp – 1.5 plus billion
- Wechat – over 1 billion
- Tumblr – 650 million
- Tik Tok – 500 million
- Telegram – 200 million
- Reddit – 330 million
Consistency and good coordination is a must-do for successful social media marketing. Above all, messages across the various platforms should be mindful of the users of the platform. That is, for example, the taste of instagram visitors is not the same as Quora’s. Marketers or social media managers should always scan the ‘analytics’ to gauge the posts/campaign performance.
A word from social media experts: social media marketing is more complex. Creativity, objectivity and data-driven strategies must be blended together to mark a great social media campaign.
Pay Per Click (PPC)
Remember: PPC reflects and resembles PPC as they both increase a business’s search traffic on the web.
A great example of PPC is: –
- Running ads in mobile apps
- Facebook paid ads
- Web page advertisements
- Ads before or in youtube videos
- Twitter ads campaigns
- Sponsored messages on social media eg LinkedIn
With the above examples, the only difference between PPC and the popular SEO is ‘pay.’ Typically, you only pay when an ad is clicked and the person lands on your website. The amount to spend on such campaigns depends on the competition surrounding your business’s keyword. Competitive keywords hints at a costly per-per-click campaign. The good thing with the PPC campaign is the opportunity to select geographics: specific area, certain city, near business location or the entire world.
Affiliate marketing is all about ‘getting paid for promoting products or services, belonging to another entity, on your website. An excellent example is hosting ads through partner programs. One can also post affiliate links from social media accounts. Thus, through this model of advertising, third-parties are compensated due to their efforts in generating traffic and even leads to the company’s product as well as services.
The business owner incentivizes the affiliates, or rather third-party publishers so that they may continue promoting the company. Existing forms of affiliate marketing entail;
- Unattached affiliate marketing
- Involved affiliate marketing
- Related affiliate marketing
Emergence of different avenues of electronic communication did not wipe off the use of emails or rsather email communication. Todate, emails are still sent despite the coming of whatsApp, social media accounts and other mobile applications. In matters of marketing, email marketing stands out as one of the most effective marketing approaches. Although it can be categorized under content marketing, email marketing stands on its own because of its effectiveness.
Fact: An email not only provides a value targeted audience, but it also converts an audience to customers. However, this can be gradual.
Generally, email marketing refers to sending of commercial messages via email address. One uses email to push ads, solicit sales or even request business deals. Analytically, every email sent by the business to the customers or potential customers is considered email marketing. For effective email marketing, it’s necessary to get creative to ensure the messages or emails sent are as compelling as possible.
These are the most crucial elements while executing email marketing:
Email open-rate: This refers to percentage of recipients who opened the email
Click-through-rate: Was the email opened? Did they click any link in the email?
Experts have it that appealing emails are opened. Then, how do you make the email to be more appealing?
- Let your email copy hint at a sense of urgency
- Personalize the emails
- Allow the recipients dictate their subscription preferences
Use email marketing to: send newsletters, do follow-ups, promote holidays, nurture customers and welcome customers.
Nowadays, people spend 3-5 hours on their smartphones a day. With the high number of smartphone owners or users, a business cannot overlook the use of Apps, text messages and websites. Marketing campaigns can be tailored to reach those using smartphones or tablets. Take advantage of the fact that people spend more time on apps than browsers. More importantly, embrace SMS Marketing.
Note: If you are serious about marketing, take your appealing messages to where customers are. Now, the fact remains; Your potential customers are on their smartphones!
Inbound marketing entails attracting, engaging and delighting your customers as they walk the buyer’s journey. It’s more of creating an awesome experience that suits them as they seal a purchasing deal. One can embrace blogging, video marketing and email list.
You can use every digital marketing tactic listed above, throughout an inbound marketing strategy, to create a customer experience that works with the customer, not against them. Here are some classic examples of inbound marketing versus traditional marketing:
Digital marketing has shaped and streamlined the way businesses go about executing their marketing campaigns. However, since the digital marketing space is rapidly changing, businesses and marketers need to stay posted on the emerging trends. With the dynamics in the business world, leading the pack requires the business to inform its digital strategy. It’s worth noting that digital marketing suits all businesses; b2b and b2c companies. If breaded with value, digital marketing is the rightful marketing path. You can never go wrong with digital marketing.