There are many types of digital marketing: it isn’t a one-size-fits-all kind of solution. Your strategy should be as unique as your business and its needs, and you should know which types (and combinations) of digital marketing will be best for you.
5 Types of Digital Marketing
1. Search Engine Optimization
Search Engine Optimization (SEO) helps your website enhance its ranking in web searches. In particular, SEO should help you rank highly in unpaid, organic searches. In other words, with good SEO, your website should naturally be among the first users see when they conduct a search relevant to your business.
Why You Want Good SEO
With good SEO, you’ll get more visitors, more awareness for your business, stronger digital branding, increased traffic to your site, and, most importantly, more authority, which results in more leads and conversions.
How to Get It
SEO optimizes your website and each individual page on it according to a set of best practices largely determined by Google’s search algorithms. Some of the most important smart SEO practices include:
- Producing high-quality content on a regular basis
- Guest blogging on other sites and inviting other bloggers to yours
- Including optimized video and images that work well on mobile devices
- Increasing your social media presence and interaction
- Optimizing your metadata and keyword use
- Building a solid link profile
2. Social Media Marketing
Social Media Marketing (SMM) is one of the newest forms of digital marketing but has swiftly become one of the most powerful. SMM is all about using social networks like Instagram, Facebook, LinkedIn, and Pinterest to create more awareness for your business and interact directly with Internet users.
Benefits of Good SMM
A solid social media marketing campaign will widen your reach among Internet users and translate into better brand recognition and more conversions. It also offers you more opportunities to interact directly with potential customers so you can effectively target ad campaigns or tweak products or services to reach your target demographic.
How to Do It Right
Smart SMM starts with researching your audience and picking the social platforms they are most likely to be on. Then determine your key performance indicators and develop a plan to target those KPIs, which could be decreasing bounce rates, increasing social sharing and engagement, or generating a certain percentage of new leads.
Your next step will be to create a bank of content that you can start sharing on a prearranged schedule and then post that relevant content to each social media channel, considering each one separately. You can also include video and photo ads, sponsored content, promoted posts, and whatever social network techniques work best with the different channels you’ve chosen.
Pay-Per-Click (PPC) helps you quickly grab a larger portion of the online market through buying ads on the major search engines. This can be one of the most effective types of digital marketing, but it should always be done in conjunction with solid search engine optimization. In other words, you should be looking to grab more market share through ads in the short term while also concentrating on the long-term goal of generating more organic visits to your site.
PPC is just one acronym for this strategy. You may also hear it referred to as paid search advertising, cost-per-click, cost-per-thousand-impressions, or pay-per-call. All refer to generally the same idea.
What PPC Can Get You
PPC is one of the fastest ways to see a quick boost in web traffic and conversions. That said, it does have limited application and works best in conjunction with other types of digital marketing.
How to Figure Your PPC
With PPC, you only pay when someone actually clicks on your advertisement. This not only saves you money in your advertising campaign (compared to traditionaly advertising) but also gives you some metrics to track as you watch Internet users’ behavior.
To calculate your PPC rate, divide the advertising cost by the number of ad clicks you get. The strategy is especially effective when you need a quick turnaround time. As with any type of advertisement, however, the most effective Internet marketing is done by experts who know how to make the most of paid advertising (and utilize optimization software) and how to develop a targeted campaign that reaches your demographic effectively.
4. Email Marketing
Some companies dismiss email marketing is old-fashioned, and it is one of the older types of digital marketing campaigns you can run. But it’s still effective. In fact, email marketing has some key benefits when it comes to developing a relationship with your customers.
Benefits of Smart Email Marketing
Emails have a click-through rate six times higher than tweets, and there are three times as many email accounts in the digital world than there are Facebook and Twitter accounts combined. Emails can reach your customers and help you develop a deeper relationship with them that inspires long-term loyalty, better customer satisfaction, and a strong bond.
How to Build a Great Email Marketing Strategy
Email marketing is a bit different from some of the other types of digital marketing. This one tends to be less transactional and more about creating connections and long-term interactions. It’s a type of relationship marketing that involves different strategies.
Your strategy may include newsletters, invitations to special events, special marketing offers especially for your email subscribers, announcements about upcoming events or projects, and thank you notes and requests for feedback when appropriate. The key is to produce and distribute informative, valuable, and relevant information to your audiences. To ensure your emails are read and make the best possible impression, learn how to understand what inspires people to read an email and what will cause them to send it to the trash without giving it a second look.
5. Content Marketing
Content marketing is a strategic approach to creat and curate relevant, valuable content consistently. The goal is to attract and retain the attention of a well-targeted audience of potential customers.
Content marketing can come in the form of written content, video content, and more. Content marketing isn’t a new concept—before the age of the internet, it often came in the form of magazines, DIY guides, and even recipe books.
In the present day, content marketing often comes in the form of blog posts, podcasts, videos, social media, and more. The idea is to offer free, valuable content for your potential customers that will build trust, and keep them coming back for more—and ideally, eventually becoming a paying customer.
6. Influencer Marketing
How Is It Effective?
How Do I Find An Influencer?
In the past, influencers were often limited to celebrities. But in the present day, thanks to social media, there are hundreds of thousands of influencers covering almost any niche you can think of. First, consider the type of influencer you’re looking for—are you looking for an influencer with a massive following, or a relatively new influencer with a growing but dedicated audience?
Find the Right Types of Digital Marketing for You
These are just some of the digital marketing techniques that could work for your business. To learn more and get the help you need for a successful digital marketing campaign, contact us at Evolve One Media and learn how we can bring our extensive understanding of consumer psychology to bear in creating a specialized marketing campaign just for you.