Digital marketing is no longer an optional extra. Today, it is an essential component of any market and without skills and insights into the inner workings of digital marketing, businesses risk vanishing into the digital ether. Businesses of all sizes employ a variety of digital marketing strategies. These are methods of reaching target audiences, expanding customer base and ultimately increasing revenue. This article will explore eight digital marketing approaches to assist you in developing a comprehensive and effective marketing strategy.
The importance of using a variety of digital marketing strategies
In a digital savvy environment, it’s important to diversify your digital marketing strategy and explore a variety of avenues. Different types of digital marketing serve different purposes such as increasing traffic, improving conversion rates, or building customer loyalty. By using multiple digital marketing strategies, businesses can connect with a larger audience, cater to different consumer behaviours, and tap into different stages of the marketing funnel.
An overview of the 8 different types of digital marketing
SEO (Search Engine Optimization)
SEO is the process of optimising your website so that it ranks higher in search engine results pages (SERPs) thus increasing the amount of organic (or free) traffic to your website. The first and most obvious approach is the use of keywords. Begin with keyword research and then implementation. Become familiar with the different regulations and options with your search engine provider. The most important area of digital marketing is visibility, traffic and credibility. There are rules with keywords and both providers and users are familiar with the exploitation of SEO criteria so make sure to maintain high-quality content.
Pay-Per-Click (PPC) marketing
PPC is a method of driving traffic to your website by paying a publisher for each click on your ad. Google Ads is one of the most common types of PPC, but Facebook and Twitter also provide PPC advertising. It all comes down to relevancy and targeting. When done correctly, PPC can drive significant traffic to your website and increase conversion rates.
Marketing on Social Media
Social media marketing is an efficient way to connect with your target audience directly. The most common platforms include Facebook, Instagram, LinkedIn, and Pinterest but there are others that may be more relevant to a specific business. By remaining present on social media you are increasing brand awareness and potentially utilising the audience to share content. It is also a tool for generating leads but it’s important to remember to tailor your content to the specific social media platform you're using.
Content is king and valuable, relevant, and consistent content will not only attract a strong audience, but will instil integrity in a brand thus creating trust among customers and clients. To truly attract and subsequently engage an audience, content must be streamlined and specific to the brand. Blogs, videos, infographics, and e-books are all good examples. The key is to provide truly valuable and informative content to your audience, positioning your company as an expert in your field.
Email marketing involves sending emails directly to leads and to customers, but it must be handled carefully. People are quick to delete spam or tire of mailing lists but a strategized campaign with streamlined focus can be very effective. By addressing your audience's specific needs and interests, personalised email campaigns can have a significant impact. Along with promoting your company, a clever email campaign can build relationships, foster customer loyalty, and boost conversions.
Affiliate marketing is a performance-based marketing strategy. This is where an affiliate is created by a person or a company who agrees to promote your company. The affiliate will then be compensated or commissioned for each visitor or customer brought in by their marketing efforts. This strategy can broaden your reach through partnering but you only pay for successful conversions.
While influencer marketing is a very well known approach, it can involve more than simply attaching your brand to an influencer with a large social media following. In order to protect the reputation of your brand, it is vital to ensure your chosen influencer’s principles align with yours. Once you have chosen an appropriate influencer, a business can work with them to increase brand recognition, gain trust from potential customers, and drive sales.
A mobile phone is such a ubiquitous presence in society, it has become a virtual extension of the person themself. Mobile marketing is a multi-channel strategy directed at smartphones or tablets via websites, email, SMS, social media, apps, and other means. People spend an inordinate amount of time browsing their phones thus creating an opportunity for marketers to explore. This is an overview of 8 different digital marketing strategies but there is a lot more to learn and discover.. From SEO to Mobile Marketing and everything in between, our Digital Marketing Academy specialises in courses designed to deepen your understanding of these strategies. Created by industry experts, our courses ensure that you learn the most recent trends as well as practical skills that you can immediately apply to your business or career.
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