Digital marketing is not just a buzzword thrown around at networking events. You need to understand the types of digital marketing at your disposal. You need to use these methods to stay afloat in a sea of digital competition and stand out from the crowd.
In this article, we’ll discuss the ins and outs of digital marketing. We’ll go over the term’s definition of each business model. By the end, you’ll feel confident in your ability to employ digital marketing as an effective part of your overall marketing strategy.
Social Media Marketing (SMM).
Social Media Marketing (SMM) is a type of internet marketing which uses the benefits of social networking sites as a tool of promoting websites, thus increasing traffic towards them and learning from users’ direct reactions.
SMM is based on the principle of organic search, which basically means that when the website or its connected social network page is more active, the website’s position on search engines rises, i.e. it will be in seen the first few results.
Considering the fact that 90% of users searching the internet do not look any further than the first page of the search engine, and that 70% clicks on the first three results only, it is obvious that the position on the first page of the search engine is the only goal to strive for when optimizing a website.
Basically the use of email to promote products and/or services. But a better email marketing definition is the use of email to develop relationships with potential customers and/or clients. Email marketing is one segment of internet marketing, which encompasses online marketing via websites, social media, blogs, etc. It is essentially the same as direct mail except that instead of sending mail through the postal service, messages are sent electronically via email.
Search Engine Optimization (SEO)
SEO is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine. SEO refers to the improvement of unpaid results (known as “natural” or “organic” results) and excludes the purchase of paid placement.
SEO may target different kinds of search, including image search, video search, academic search, news search, and industry-specific vertical search engines.
Optimizing a website may involve editing its content, adding content, modifying HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links is another SEO tactic. By May 2015, mobile search had surpassed desktop search.
As an Internet marketing strategy, SEO considers how search engines work, the computer programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience.
SEO is performed because a website will receive more visitors from a search engine the higher the website ranks in the search engine results page (SERP). These visitors can then be converted into customers.
Recommended reading: Search Engine Optimization (SEO) Starter Guide.
Search Engine Marketing (SEM).
Search engine marketing involves tasks that help search engines such as Google, Yahoo!, and Bing, find and rank a website. In other words, it’s the things you can do to make sure your website appears in search engine results when someone searches for information related to your business.
SEM encompasses the steps taken to increase relevant traffic to your website, through higher rankings on search engines. Traditional SEM is made up of two processes: “organic” search engine optimization (SEO) and pay-per-click advertising (PPC) (or cost-per-click (CPC).
Search engine marketing refers to a form of digital marketing that aims at increasing the visibility of a website in search engines by using paid methods. In other words, it’s the ads you put out there on Google AdWords and Bing Ads.
You can recognize paid search results in Google by the little sign “Ad” at the beginning of the URL. Also, Google puts these pages first in the search results.
By combining SEO and SEM, you can drive quality traffic to your website. With the help of search engine marketing, you can put yourself in front of the audience that is actively searching for services and brands like yours.
Content marketing is a type of digital marketing that focuses on creating and distributing content for a target audience. The content aims at being valuable, relevant, and (ideally) consistent. Its ultimate goal is to drive a profitable customer action.
The crucial part here is “valuable” and “relevant”. This is what tells content marketing apart from traditional spammy advertising. The target audience should want to seek the content out and consume it.
Pay Per Click Advertising (PPC)
Pay-per-click advertising, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.
Mobile marketing is the interactive multichannel promotion of products or services for mobile phones and devices, smartphones and networks. Mobile marketing channels are diverse and include technology, trade shows or billboards. Mobile marketing is similar to electronic advertising and uses text, graphics and voice messages. The terms mobile marketing and wireless marketing are sometimes used interchangeably.
On the surface, the how of video marketing is pretty simple: Your brand creates videos that, in some way or another, promote your company, drive sales, raise awareness of your products or services, or engage your customers. In practice, it’s a little more complicated.
Like many of your marketing efforts, video marketing is data-driven, so you’ll want to monitor various metrics and track customer engagement. Video marketing is all over the Internet. Look no further than your favorite brands, your Facebook, your YouTube homepage, and there it is: successful video marketing that has found its way to your eyes.
The idea behind affiliate marketing is that you promote other people’s products, often through an affiliate network, earning a commission if people actually end up buying thanks to your marketing.
It’s based on revenue sharing. If you have a product and want to sell more, you can offer promoters a financial incentive through an affiliate program. If you have no product and want to make money, then you can promote a product that you feel has value and earn an income from it as an affiliate marketer.
Influencer marketing uses top content creators, specialized in their respective niches, to help you improve brand awareness, increase traffic, and drive your brand’s message to your target audience. These content creators already market to your ideal audience across different channels which you can take advantage of for your influencer strategy.
Landing Page Marketing
Sometimes known as a “lead capture page”, “static page”, or a “destination page”, is a single web page that appears in response to clicking on a search engine optimized search result, marketing promotion, marketing email, or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link. Landing pages are used for lead generation. The actions that a visitor takes on a landing page is what determines an advertiser’s conversion rate.
Landing pages are often linked to social media, e-mail campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales or leads. If the goal is to obtain a lead, the landing page will include some method for the visitor to get into contact with the company, usually a phone number, or an inquiry form.
If a sale is required, the landing page will usually have a link for the visitor to click, which will then send them to a shopping cart or a checkout area. By analyzing activity generated by the linked URL, marketers can use click-through rates and conversion rate to determine the success of an advertisement
To sum up:
To get the best business results, you need to decide which types of digital marketing you want to use. There are some types you should use anyway, while others depend on your niche. When you plan the type of digital marketing strategy you will use don’t only think about software but also hardware. Also, keep in mind the devices your target audience is using and consider having a presence on all kinds of devices.
And finally, gather as much feedback from existing customers as you can. Top performing companies understand an important role that customer feedback plays in business. They consistently listen to the voice of their clients.
Not only they search for opinions they clients publish on social media and reviews they provide on websites designed for gathering feedback (e.g. TripAdvisor), but they also deliberately ask for feedback using distinct kinds of surveys. If you want to stay ahead of the competition you should never stop listening to customer feedback whether it is positive or negative, prompted or unprompted.