It’s been said that the number of subfields within digital marketing is roughly equal to the number of different ways people can communicate via the web. In this section, we will examine several important kinds of digital marketing strategies.
Search engine optimization
Technically speaking, SEO is not a type of marketing but rather a tool for doing marketing. For Balance, SEO is “the art and science of making web pages attractive to search engines.”
Search engine optimization relies heavily on both art and science. If you want to rank as highly as possible in search engine results, you need to do some serious investigation and analysis, making SEO a true scientific endeavor (SERP).
Some of the most crucial factors in SEO today are:
- Quality of content
- Level of user engagement
- Number and quality of inbound links
You also need to work on your technical SEO, which includes the inner workings of your site. This includes the URL, loading, and broken link structures. Boosting your site’s technical SEO can make it easier for search engines to index your content.
Using these elements strategically makes SEO a science, but its inherent uncertainty makes it an art.
Reaching the top of the search engine results page is the ultimate objective. This makes it so that people looking for your brand can find your products and services easily through a search engine. Digital marketers often zero in on Google because it is the dominant search engine worldwide.
When it comes to search engine optimization, there is no set of rules or metrics that can guarantee first-page results. Predictions are highly inaccurate due to the frequent algorithm updates implemented by Google and competing search engines. You can improve your strategy by keeping a close eye on how visitors interact with your page.
The quality of your content is an essential element of a well-optimized page, as was previously mentioned. As a result, search engine optimization is crucial to the success of content marketing, which is predicated on disseminating such content to a specific demographic.
Content marketing, like any other form of advertising, is meant to bring in new customers. However, it does so in a way that is distinct from conventional advertising. It provides value for free in the form of written material such as:
- Blog posts
- Video or audio transcripts
Several data points attest to the significance of content marketing:
- Eighty-four percent of consumers say they want companies to create content that is both entertaining and useful.
- 62% of companies that have at least 5,000 employees produce content daily
- Overwhelmingly, 92% of marketers say that content is viewed as valuable by their organization.
Content marketing is highly effective, but it also presents some challenges. Writers for content marketing campaigns must not only produce content that performs well in search engine results but also piques the interest of readers so that they spread the word and take further action related to the brand. When the content is on point, it can forge lasting bonds with stakeholders at every stage of the process.
Finding out who you’re writing for will help you produce content that will actually interest them. Who is the target audience for all of your content marketing initiatives? Learn more about your target demographic before deciding what content to produce for them. Content marketing can make use of a wide variety of media types, such as videos, blog posts, printable worksheets, and more.
It’s important to use content marketing best practices no matter what type of content you’re making. Making content that is grammatically sound, error-free, straightforward, informative, and engaging. Your content should also guide visitors to the next step in the sales process, be it a signup page or a free consultation with a sales rep.
Social media marketing
Promoting your business and getting people talking about it is the goal of social media marketing. You can promote your business, goods, and services as well as your company culture through social media. There are a lot of people out there, and they all use social media, so it might be worth your while to put some effort into marketing on those sites.
Facebook, Twitter, and Instagram are the most widely used social media marketing channels on the internet, followed by LinkedIn and YouTube. Which social media sites you choose to promote your business on is determined by your objectives and target demographic. If you’re a FinTech startup looking to expand your contact base, LinkedIn is a great place to do so, as it is frequented by professionals in the field. When targeting a younger demographic, however, your business may benefit more from running social media ads on Instagram.
The popularity of social media marketing can be attributed to the fact that it encourages engagement on the part of the target audience. Among B2C digital marketers, it has a 96% approval rating and is quickly gaining traction in the B2B sector as well. Sixty-one percent of B2B content marketers have upped their social media presence this year, per data from the Content Marketing Institute.
The success of your social media marketing campaign can be easily measured by using the platform’s in-built engagement metrics. You have complete control over the metrics that are most important to you, be they the number of shares, comments, or total clicks to your website.
The intent of your social media marketing strategy may not even be to directly sell anything. Social media marketing is often used by companies to spark conversations with consumers rather than directly soliciting financial transactions. This is especially prevalent among brands aimed at a mature demographic or selling services that aren’t suitable for on-the-spot purchases. What you want to accomplish with your company’s social media marketing efforts is a key factor.
Adhering to best practices is essential for developing a successful social media marketing strategy. Some of the most vital recommendations for social media advertising are as follows:
- Craft high-quality and engaging content
- Reply to comments and questions in a professional manner
- Create a social media posting schedule
- Post at the right time
- Boost your advertising campaigns by staffing them with social media managers.
- Determine which social media platforms your target audience frequents the most.
If you want to see how Mailchimp can help you with your social media strategy, check out this comparison of our free social media management tools.
Pay-per-click (PPC) advertising is a model of online promotion in which the advertiser forks over cash each time one of their ads is clicked. In other words, you don’t have to commit to a monthly budget for running targeted ads across online channels; you only pay for the ads that people actually click on. Time and place of exposure to your advertisement are more nuanced factors.
Search engine advertising is one of the most widespread forms of pay-per-click marketing, and since Google is the most widely used search engine, many companies rely on Google Ads for this purpose. As soon as a slot opens up on a SERP (search engine results page), the engine will conduct what amounts to an instant auction to fill it. Every available ad is given a ranking by an algorithm that takes into account a variety of factors.
- Ad quality
- Keyword relevance
- Landing page quality
- Bid amount
PPC ads are then prioritized in SERPs (search engine results pages) for specific queries based on the aforementioned criteria.
After seeing an ad, users of pay-per-click (PPC) campaigns are expected to take one of several predetermined steps. Conversions refer to these occurrences, which can take either a transactional or non-transactional form. A conversion can be anything from signing up for your newsletter to calling your home office to making a purchase.
Whatever conversions you decide to focus on, you can monitor their progress through your digital marketing channels of choice.
Affiliate marketing is a form of online advertising in which one party benefits financially from the promotion of another. Promoter or a company working with a promoter, the procedure is the same in both cases.
The system is based on a percentage of the money made by each participant. When someone makes a purchase after being referred by an affiliate, the affiliate receives a commission. The affiliate receives a commission from the merchant for each sale they generate.
There are affiliate marketers who choose to focus on reviewing products from a single company on their blog or other unbiased website. Some individuals have a number of different vendor connections.
Whether you’re looking for an affiliate or want to become one, the first step is always to establish contact with the other party. In addition to using digital channels designed to connect affiliates with retailers, you can launch or join a program that focuses on a single retailer.
As a retailer, if you decide to collaborate with affiliates, you have a lot of options for making your program appealing to potential promoters. It is your responsibility to ensure that your affiliates have access to the resources they require to achieve their goals. That consists of marketing resources, such as templates and incentives for great results.
In reality, native advertising is just digital marketing dressed up to look natural. The point is to make the advertisement seem less like an advertisement by making it blend in with the content around it.
Given modern consumers’ skepticism of advertisements, the concept of “native advertising” was developed as a response. People who are aware that advertisements cost money to produce often disregard them because they assume they are biased.
A native ad sidesteps this prejudice by providing value in the form of information or entertainment before promoting anything.
You should always use descriptive labels for your native advertisements. Don’t try to hide the fact that something is advertising by labeling it something other than what it is; if you don’t use words like “promoted” or “sponsored,” readers may spend a long time interacting with the content before they figure it out.
Customers will have a more positive impression of your content and business if they are aware of what to expect. Native advertisements are designed to be less intrusive than standard advertisements, but they should not be misconstrued as providing additional value to the user.
Similar to affiliate marketing, influencer marketing involves collaborating with someone who already has a sizable fan base, such as a celebrity, industry expert, or content creator, in exchange for increased visibility for both parties. Often, these influential people will promote your goods and services to their followers across multiple social media platforms.
To expand their customer base, businesses of all sizes, both B2B and B2C, can benefit from influencer marketing. Since they are effectively representing your brand, it is crucial to work with only trustworthy influencers. The credibility of your brand can be damaged by associating with the wrong kind of influencer.
Marketing automation is the use of software to power digital marketing campaigns, increasing the effectiveness and relevance of advertising. Instead of spending time and energy on tedious tasks, you can concentrate on developing a sound strategy for your digital marketing campaigns.
Automation in marketing may seem like a frill your company doesn’t need, but it can boost customer interaction by a large margin.
According to statistics:
- About 90% of consumers in the United States find customization to be either “very” or “somewhat” appealing.
- The vast majority of consumers (81%) want the brands they interact with to learn more about them.
- But while the majority of businesses (77%) recognize the importance of real-time personalization, 60% are having difficulty implementing it.
With the help of marketing automation, businesses can meet customers’ growing demand for individualized service. It gives companies the chance to:
- Collect and analyze consumer information
- Design targeted marketing campaigns
- Distribute and publish your digital marketing content at optimal times and to targeted demographics.
Engagement (or lack thereof) with a message is used by many marketing automation tools to determine when and how to contact a prospect again. In this way, you can tailor your marketing to each individual customer in real time, saving both time and effort.
Mailchimp’s marketing automation features enable you to connect with your target audience in a variety of ways, including through automated responses to their actions, in-app notifications, and automated sending of emails on specific dates.
Email marketing is based on a straightforward premise: you send a prospect a promotional message and wait for them to take the desired action. The actual carrying out of the plan is a great deal more complicated. You must first ascertain that the recipient actually wants to receive your emails. This necessitates the use of an opt-in mailing list capable of:
- Adds a personal touch to the body and the headings
- Specifies in detail the types of messages the subscriber can expect to receive
- Email signatures with an obvious link to unsubscribe
- Combined use of promotional and transactional email
You need your campaign to be seen as more than just a promotional tool by your target audience.
Marketing via email has been shown to be successful on its own: Nearly nine out of ten professionals surveyed cited it as their top source of new business.
Marketing automation, which allows you to divide your email list into subsets and send them at optimal times, is just one example of how combining different forms of digital marketing can improve your ability to meet the needs of your customers.
Here are a few pointers to keep in mind as you design effective email marketing campaigns:
- If you want to target the right people with your campaigns, you need to segment your audience.
- Ensure emails look good on mobile devices
- Create a campaign schedule
- Run A/B tests
The goal of mobile marketing is to reach consumers where they already spend a lot of time: on their smartphones and tablets. Alerts for mobile apps, social media, and text messages can all be used for this purpose.
It is essential that everything be made mobile-friendly. Because so many people now have access to smartphones (85% according to the Pew Research Center), it’s crucial that your marketing efforts cater to both desktop and mobile users.