Digital Marketing is an absolute beast. Which channels should you concentrate on? What do SEO as well as PPC actually mean? What are the pros and cons of the type of marketing using digital media? Where can you begin?
For your convenience your needs, we’ve compiled the top 10 forms of marketing that use digital technology. The lines are clearly blurred between these various possibilities, but at the very least, you’ll have some sort of choice.
When you’re deciding on the best digital marketing channels, the same questions be asked: Why do you intend to make use of digital marketing? And WHO do you want to reach through all your efforts to market? This will allow you to choose the best platforms and formats to reach your goals.
Digital marketing is a variety of types.
Let’s look at the top 10 forms of marketing using digital media, their advantages and disadvantages of each, and two other actions you should think about if you’re planning to start.
1. Marketing content
Content marketing involves the creation and dissemination of content–text, images and multimedia which adds value to your target audience, not simply broadcasting an advert. If you’re involved in B2C (business to consumer)”content” can include social media blogs, articles on the blog, or entertaining videos. If it’s B2B (business to business) this could mean more white papers, reports, webinars or educational videos.
- It’s completely free in the sense that it’s about attracting customers towards your brand and you instead of having to pay to get your message to a chilly audience.
- Content is extremely versatile and can help you create your brand by educating and entertaining your followers. It’s what drives all the other kinds of digital marketing, resulting in SEO for search engines as well as email, social media etc.
- With the world now awakening to the need for content, and publishing videos, blog posts and other content there’s a crowded area that makes it difficult to stand out.
- In order to be successful in your marketing, you have to produce regular, high-quality content that can meet the demands of your clients while branding your company and achieving your business goals
Create a content strategy that includes:
- The 4-5 main themes you wish to be focusing on, at the middle point is between your dream client is looking for and wants on one hand, and what your brand needs to convey on the contrary;
- the formats you wish to utilize (video audio, video, articles the formats you want to use (video, audio, articles. );
- and the channels on which you’ll share the information (on your site, or specific social networks and specific social channels, etc.)
Start with a simple task. If you’re a good writer, perhaps you can start with regular blog posts or if you’re comfortable with your camera, record your weekly video, and then expand from there!
2. Marketing via search engines
The process of search engine optimization is about making your website be in the upper ranks of results when people search for your name, your products or services, as well as other related words and phrases. Consider Google (let’s admit it, that’s the primary one) but it’s also Bing (often used on corporate computers, which is great in B2B!). It encompasses both natural or organic search (search engine optimization also called SEO) as well as pay-per-click (pay per click also known as PPC) as well as mobile and desktop computers (as in the form of smart home assistants nowadays — see #10–audio-based marketing).
Search engine optimization accomplishes exactly what it says on the box: optimizing content for the search engines! This involves creating content that users are actively looking for and making sure that the content, as well as the platform that it’s on, are optimised from a technological point standpoint and also. Everybody ought to be trying this regardless of the business or industry you’re working in.
- It’s free!
- If your company’s name appears in organic search results it appears more authentic and more objective to your customers.
- It is possible that you do not need to pay a fee for the results of your search, but it takes time and effort to develop stunning content and optimize the technical aspects of your site.
- You’re in the hands of Google’s constantly changing algorithm and the sheer amount of information available, it’s very difficult to be highly ranked in organic results.
Steps to follow
SEO begins with content, so make sure you have a strategy for content in place before anything else (see point 1.). Conduct some research on keywords to discover the keywords people are searching for, and make sure you remain on top of the most recent updates coming from the likes of Google. If you’re only starting it’s possible to use an extension to help improve your website (e.g. Yoast for WordPress) or if you’ve got an extra budget it’s possible to work with an expert to carry out an even more thorough job.
Pay per Click is a form of paid advertising in search, for example, Google Adwords or Bing Ads. It’s similar to the natural results of a search, but it is located in the upper right corner of the webpage, with the small box that reads “Ad”. It is possible to buy the top position in an auction that is based on keywords, geographical location, and demographics. It’s particularly useful for local and e-commerce companies.
- PPC can swiftly buy you the top spot when you’re willing to spend the money
- It is only charged for each click (hence its name!)
- It’s costly particularly if you’re targeting popular keywords.
- A majority of consumers are sceptical about ads that are paid for and tend to believe the results from natural searches.
Steps to follow
If you’ve got the funds to spend, you can utilize PPC to enhance and increase your efforts to make your site more natural-looking. It is essential to conduct research on keywords and then play with different combinations of targeted and ad copy to determine what works best and make sure to track and improve when you’re done. PPC can be quite complicated and, if you can it is best to collaborate in conjunction with an agency.
3. Advertising on display
Display advertising, also referred to as banners, works very similar to traditional print ads you’d see in magazines, with the exception that they’re on the internet, and can be targeted to certain publications you know your customers read. It’s becoming more sophisticated today thanks to the advent of programmatic advertising (where ads are scheduled, analyzed and then optimized by algorithms) and Retargeting (like when you browse an item of footwear at your preferred department store website and the shoes are displayed on every website that you visit for months to follow you).
- You can target, and then re-target customers extremely effectively
- Display ads are very simple to monitor and permit you to gauge conversions in real-time.
- The customers may experience ad blindness’ and may not pay attention to your advertisement to concentrate on the text they are trying to go through
- It is important to figure out the best way to increase your impact to make sure that people notice your presence, but not so that they become annoyed!
When it comes to displaying ads, you must think about the content–making it clear, memorable and memorable, as well as the location–choosing an appropriate context that is compatible with the message you’re trying to convey and appropriate to your target customers. If you’re a small-scale business and you know your audience well, you can contact specific publishers to advertise directly on their websites; alternatively, you could utilize an alternative solution from a third party like Google Display Network as well as Facebook The Audience Network.
4. Mobile marketing
Mobile marketing is as wide as digital marketing itself and can overlap with many other kinds. It involves everything you’re doing on a desktop but adapting it for mobile, in addition to making mobile-specific choices such as in-app ads as well as sending text messages as well as using social messaging apps. It’s particularly important when you’re targeting a young group of people who spend their time on their phones.
- Customers (that includes me and you!) are using their mobiles more often than they are on computers nowadays, which is why mobile marketing can be a way to reach them wherever they are spending their time.
- Mobile marketing can be targeted with specific audience segments or geofencing to reach those in a particular area.
- There is a tiny space to experiment with creativity on your phone and mobile advertisements have a very low percentage of clicks (with the very few clicks that you do receive mostly caused by fat finger syndrome!) The majority of apps download only once and then are forgotten about.
- People do not wish to get interrupted by brand or marketing messages while they’re engaging with family members and friends.
Steps to follow
The main thing to do is ensure that your web page and your content are mobile-friendly to ensure that it functions and looks great on different devices. This generally means keeping things simple and short, with large buttons and clear text and including captions in your videos to ensure that viewers be able to understand what you’re saying even if they don’t have audio. This is a good place to begin and you can think about more specific mobile ads such as text message ads or applications later.
5. Marketing via social media
In comparison to other channels such as television, print or even display ads on the internet Social media brings an entirely new dimension of interaction and engagement. Instead of simply broadcasting messages to large audiences it is possible to engage with your customers and hear their opinions. There are many channels – Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube and Snapchat. The options range from organic, such as Facebook group pages, page posts, stories and Messenger, to paid-for-like Facebook advertisements. Nearly every company should be using at least one of these channels.
- The time and effort you invest will be multiplied when people share, like, or comment on your content. recommend your posts to their networks and friends
- Facebook ads, specifically have become extremely sophisticated, and you can specifically target certain segments of your customers by utilizing your content. This will make sure your message is noticed by the right people
- The Mark Zuckerbergs behind these social networks are always making adjustments and tweaking their algorithms or inventing ways to earn money in new ways It’s difficult to keep track of all of these changes and keep your marketing running smoothly
- It’s easy to perform a little posting on social networks, however, you require a well-planned plan and longer than you imagine to accomplish it effectively and regularly
Steps to follow
Your social media channels should be an integral part of your strategy for marketing content (see point 1.) as the exact steps are applicable to determine what content you’d like to produce the format you want to use and the channels you’ll share it with through. Another option is to establish a calendar to can track when you’ll post what content to which channels. Keep in mind it’s important to remember that social networks are a social medium therefore it’s not just posting pretty photos and posts, however, it’s also about responding to customers and having genuine conversations with them.
6. Email marketing
Email might seem outdated in an age where everybody is on using instant messaging or Snapchatting however, email marketing remains among the top effective tools for digital marketing. Particularly, e-commerce and retailers are experiencing lots of success marketing discounts and seasonal sales (think Black Friday deals or Mother’s Day), while you can also utilize emails to nurture your customers by offering them an array of benefits in addition to promoting your products and services.
- An email list lets you’ll be in touch with your followers irrespective of any changes to algorithms (say for instance, if Mr Zuckerberg unexpectedly chooses to shut off your group on Facebook)
- Maintaining regular contact via your email list will allow you to build connections and keep you in the forefront in case they’re looking to buy
- Many emails go unread and you’ll need to think of compelling subject headings that draw the attention of recipients away from their inboxes
- You must come up with a method of the value of your content so that they stay with you and won’t let them unsubscribe
Steps to follow
Choose an email service (e.g. Mailchimp, ConvertKit, GetResponse, etc.)) after which you can begin to collect emails from people. It is important to provide them with reasons to join your list by offering an easy-to-follow guide in pdf format or a collection of design templates for free, and ensure you’ve read the rules (if your company has European clients, then you’ll have to be aware of GDPR’s new GDPR). When you begin collecting emails, make sure you keep in contact with your customers.
7. Marketing with influencers
If they promote your product to their followers, usually through platforms such as Instagram, Snapchat or YouTube and other platforms, your loyal customers will take their advice and buy from your company. You may imagine the Kardashians or an uber-cool young actress who is helping promote your product to consumers however, influencers can be useful for B2B marketing, but it’s that you’ll be working with more specific and serious experts or thought leaders in your field.
- You can take advantage of the audience of an influencer already existing instead of waiting until you’ve created your own
- Being associated with a well-known celebrity can earn you instant ‘cool points’, particularly for a younger crowd.
- It’s not as easy as paying a lot of money to acquire a famous person to be a part of your marketing strategy. It’s far more efficient if you select the right influencer that matches your business and the people you target and discover a legitimate method of working with them.
- There’s a growing distrust of influencers, and you must be very careful and clear about the cost you pay influencers to help promote your brand.
Determine what you would like to gain from an influencer-based marketing strategy. make a list of influencers you could consider who have the right followers (it’s not only about their size, but also about how many followers they have and how active the audience is) and are they are a great fit for your business; contact the influencers and find out what you can do!
8. Marketing through affiliates
Affiliate marketing is outsourcing to companies or individuals who will market your product in exchange for a fee. It’s particularly popular among bloggers as well as on e-commerce websites (one of the most popular programs is Amazon Associates). Affiliates will promote the product they sell on their site and, if the buyer decides to buy the product then the affiliate will get a share of the sale.
- Your affiliates do the heavy lifting of sales and marketing for you!
- There’s no upfront cost since the only cost is the conversions (when your affiliate is successful, and a customer purchases from you)
- You’ll never have total control over your brand and you’ll have to train people on the brand’s identity and message
- It’s not something you can outsource and leave it there you’ll need to invest time monitoring and tracking your affiliates
Do a comparative analysis to find out what types of programs are available and what kind of commission they pay Decide if you’d prefer to manage your program on your own or work through an affiliate marketing company and be clear about the details of your payment, including terms and conditions. Be sure to conduct an appropriate onboarding process to ensure that people are aware of the guidelines for your brand and what’s allowed to be allowed and not.
9. Marketing via video
Video is the highlight of the day and if there’s a thing you need to be doing, regardless of your company, this is the one! It could be a quick video or a longer one that is educational or entertaining streaming live or recorded in real-time. It’s not just a situation of taking a television advertisement and placing it online, instead, you’re creating custom content for your online channels.
- Video is extremely efficient in delivering your message because it can create an emotional bond with your viewers and is more memorable than merely a piece of text or even a photo.
- Facebook, Instagram and LinkedIn are pushing videos right now, so your videos will be more popular and receive greater engagement from these feeds. It will also be more prominent in search results.
- With the sluggish attention spans of our audiences, you have to catch people’s attention within just two seconds or they’ll go on to the next thing on their feed
- While anyone can create an inexpensive video, making videos of high-quality and engaging quality requires time, expertise and money
The video should be an integral part of your strategy for marketing content (go back to the first point and again!). Be clear about whether you’re trying to be inspiring or educational and be sure to focus on the goal as you begin to create. It doesn’t need to be perfect and have high production values – a majority of the best video content is made on an iPhone, but do consider the lighting and sound to ensure you’re producing a professional and clear video.
10. Audio marketing
Radio has advanced from its Golden Age of commercial broadcasting in the 1920s the 30s and 40s. While the radio industry was eliminated by TV, a lot of listeners continue to listen to the radio regularly, especially thanks to the popularity of online radio. There is still the possibility to run traditional radio ads or similar advertisements on other channels such as Spotify However, the scope of audio marketing is wider, including podcasts and smart home assistants such as Amazon Alexa or Google Home.
- Audio, whether it’s more traditional radio or more recent podcasts, is a great medium that allows listeners on-demand and on-the-go for busy people and tapping into it means you’re connecting to those people who are already doing their work
- Audio content is often easier and less expensive to create as opposed to video (and you might be able to reuse material, such as making use of the audio in the video you already have)
- Your listeners are often distracted and it can be difficult to convince them to move on (no button is easy to click to find out more information or to sign up!)
- Marketing for intelligent home assistants is quite in the early stages and has an extensive learning curve that doesn’t provide any real-time return on investment
It’s a huge collection of tools, so your first task is to choose the things you’d like to achieve–create an ad for radio or even start a podcast. experiment with smart home assistants… Consider the people you’re targeting and how they spend their time. Which is the most appropriate channel to concentrate on, and perhaps what you can do with the existing content rather than creating something entirely out of scratch. The best place to begin is to look up the relevant podcasts to get in touch with to find out whether you can become a guest.