Digital marketing has undergone significant changes and taken multi-faceted approaches. More and more companies are embracing digital marketing due to its potential and wide reach. There are multiple benefits associated with digital marketing. Some of the key benefits of digital marketing include; huge return on investment, can easily be tracked and measured, and can quickly be adjusted. In addition to this, digital marketing has consistently proved to be quite reliable when it comes to brand development and target marketing.
So What’s Digital Marketing?
Digital marketing is a form of marketing which uses digital media such as the internet and mobile phones to reach out to potential customers and prospects. Different channels are used to reach out to the customers and increase the client base. These include websites, emails, smartphone apps, and social media platforms.
Types of Digital Marketing
Digital marketing takes different shapes and forms. Depending on the target audience, the budget, and the marketing objectives, a company may choose one or several digital marketing forms. Each type of digital marketing has its strengths and weaknesses and it’s, therefore, advisable for companies to research and pick out those digital marketing methodologies which align with their strategies and give the highest return on investment.
Below are the 10 main types of digital marketing
1. Search Engine Optimization (S.E.O)
Search Engine Optimization (SEO) involves the use of techniques which ensures that your website ranks high on the search engine. These techniques include keyword optimization, backlinking, making your website mobile responsive, and other optimization techniques. Some of these techniques can be done without the aid of an expert but others will need the services of an expert.
A website which ranks at the top on the leading search engines such as Google based on a given search keyword phrase is bound to bring a lot of traffic. Such traffic, if well optimized, can translate to high conversion rates and increased income. But website traffic going into a poorly optimized website will do very little to convert the website visitors into customers. It is, therefore, important to ensure that such a website has value for visitors and incorporates compelling techniques to convert website visitors into buyers.
2. Content Marketing
Content marketing is a strategy used to create and distribute valuable content to attract and gain the trust and the attention of the target audience. A successful content strategy should be able to provide consistent content, be highly informative, and seek to identify with the pain points of the audience. This approach is founded on the concept that customers need not be sold to directly but are out there looking for those who are willing to furnish them with useful information and help them make an informed purchasing decision.
Content marketing aims at building trust and relationship with customers. Once a customer trusts a company, it becomes easier to sell to such a customer than the one who is still skeptical. Another objective of content marketing is to build a web presence around a certain product. This brand building strategy ensures that your company products are always in the mind of the audience and they will come to you whenever they need such products/services.
3. Social Media Marketing
Social media marketing involves the use of social media platforms to reach out to potential client and prospects. This form of digital marketing has been shown to have a great potential, especially for those who are looking to connect with their customers on social media platforms and also increase their customer base. There are several social media platforms which you can use to drive engagement and get the attention of your potential clients. The leading ones include; Facebook, Twitter, Instagram, LinkedIn, Snapchat, and Pinterest.
All these platforms allow individuals and companies to open free accounts. You can start off by opening a free account, then later on sponsor posts on these platforms to drive engagement and increase your social media presence. Most of these platforms offer intuitive performance graphs to help you monitor your marketing campaigns and make adjustments.
4. Pay-Per-Click (PPC)
Pay-per-click digital marketing method is used to serve ads on different websites which your target audience visit. You then pay a certain amount of money for every click which redirects to your website. The good thing with this digital marketing method is that it has fewer risks since you only pay for clicks and not when the advertising company places ads on their websites’ network.
But there is one thing which you need to take care of – you must make every effort to ensure that the landing page which those who click the ad are redirected to is optimized to convert and make the visitors take the desired action.
5. Affiliate Marketing
Affiliate marketing is where a company uses other websites and blog owners to advertise their products on their websites/blogs. The company pays commissions to these affiliate marketers for successful purchases and not when they redirect visitors to their site. It’s effective and requires minimal budget since you will only pay the affiliate marketers after an actual purchase. The only challenge involved is in finding reliable affiliate marketers to market your products on their websites and blogs.
Native advertising is the use of content and ads which match the form and structure of the given media. They usually don’t look like ads and unless you are an expert, you may not be able to quickly notice them. They merge with the editorial flow of the content and are quite non-disruptive. Thus readers are subtly exposed to the advert without creating much disruption to the flow of the content.
7. Marketing Automation
Marketing automation is the use of different IT tools to automate different marketing undertakings. Most automation processes are those which are repetitive, predictable, and can easily be processed by a software system. For instance, you can use social media automation systems to schedule posts, rotate adverts, and even make intelligent replies which match with user comments.
8. Email Marketing
Email marketing involves the use of email marketing tools to send out emails to customers and prospects. These emails could be in batches or based on customer actions on the website. There are intelligent systems which are able to track customer behavior such as purchasing patterns and the website pages visited, and use such information to create tailor-made emails to those customers.
There are several email marketing companies which you can choose from. Choose a company depending on budget, the number of email contacts, marketing goals, and the level of automation provided by such a company.
9. Online PR
This method aims at improving marketing results by using established online media which have a huge readership base to sponsor paid PR publications. Since these online media have a huge readership base, these PR articles are read by a big number of people, some who end up converting as customers.
10. Inbound Marketing
Inbound marketing is where clients are drawn to your products and services and purchase them without you pushing the products to them. This process involves the use of different digital marketing strategies for purposes of branding and building trust. It’s a long term strategy but once it succeeds, it has the potential to keep your business running and earning profits with little marketing.
What’s the Role of a Digital Marketer?
The work of a digital marketer is quite extensive. This person is in charge of developing digital marketing strategies, estimating the budget needs, and analyzing the performance of such marketing activities. A digital marketer may not perform all the above digital marketing activities on their own. Some have specialized in different areas.
There are different specialists who together complete the digital marketing methodologies.
1. SEO Manager
The SEO manager is in charge of crafting SEO strategies for the company. He/she works to ensure that the website ranks high in search engine, analyzes keyword phrases to determine their effectiveness, and is always seeking to understand the algorithms used by search engines to rank websites. At the same time, this person continually monitors the SEO strategies used by competitor websites and responds by coming up with strategies which will ensure that the company website stays above the competition.
2. Content Marketing Strategist
A content marketing strategist is in charge of evaluating the content needs of his/her company and creating compelling and highly informative content to engage the audience. He/she may collaborate with the SEO manager to ensure that the necessary keywords are organically inserted within the content.
2. Social Media Manager
The Social media manager is in charge of managing all social media accounts linked to the company. This may involve making new posts, responding to comments and providing useful information about the company products. This person is also in charge of organizing social media campaigns, evaluating their level of performance, and tracking the profitability of the whole campaign.
Digital marketing is wide and is multifaceted. An in-depth understanding of the different types of digital marketing and how to benefit from each methodology is important in ensuring that your business stays competitive in the ever-changing marketing environment. Its potential in increasing business profitability has been the key reason why businesses are embracing digital marketing as a reliable business strategy.
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