Digital | Online | Website Marketing
Online, Website, Content, Search, Affiliate & Email -> Marketing, are all umbrella terms for Digital Marketing.
What Is Digital Marketing?
Digital marketing is advertising delivered through digital channels such as search engines, websites, social media, email, and mobile/cellular apps. While this term covers a wide range of marketing activities, I’m going to focus on the most common types below.
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Social Media Marketing (SMM)
Social media marketing is a great way to get exposure and connect with your customers. Talking with your customers directly is a great way for them to get them to know you – which is ultimately the best way to build your clientele and business.
If you’re considering all the different types of digital marketing – this is likely the one that will help you grow your relationship with your customers fastest.
What is it?
Social media marketing covers everything that you might do to drum up business on your social media channels – from Facebook and Twitter to Snapchat and LinkedIn – where ever you’re connecting with your customers socially – it’s social media marketing.
Search Engine Optimization (SEO)
SEO is one of the first and still strongest types of digital marketing you’ll come across. 94% of all the clicks in search results go to organic listings – not PPC. The methods have changed over the years; but the aim is still generally the same. Get you higher up in the list when your customers do Google searches.
SEO is a type of marketing which main goal is to get you to rank higher up in Google searches.
Search Engine Marketing (SEM)
Search engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace. With millions of businesses out there all vying for the same eyeballs, it’s never been more important to advertise online, and search engine marketing is the most effective way to promote your products and grow your business.
Search engine marketing is the practice of marketing a business using paid advertisements that appear on search engine results pages (or SERPs). Advertisers bid on keywords that users of services such as Google and Bing might enter when looking for certain products or services, which gives the advertiser the opportunity for their ads to appear alongside results for those search queries.
These ads, often known by the term pay-per-click ads, come in a variety of formats. Some are small, text-based ads, whereas others, such as product listing ads (PLAs, also known as Shopping ads) are more visual, product-based advertisements that allow consumers to see important information at-a-glance, such as price and reviews.
Search engine marketing’s greatest strength is that it offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase. No other advertising medium can do this, which is why search engine marketing is so effective and such an amazingly powerful way to grow your business.
Paid Search / Pay-Per-Click (PPC)
Paid search, or pay-per-click (PPC) advertising, typically refers to the “sponsored result” on the top or side of a search engine results page (SERP). You only pay when your ad is clicked. You can tailor your PPC ads to appear when specific search terms are entered, creating ads that are targeted to a particular audience.
PPC ads are flexible, visible, and most importantly, effective for many different types of organizations. They are also contextual advertisements—ads that appear when a person is searching for a particular keyword or term.
Search Engine Marketing Platforms
Most search engines have an ad platform for search engine marketing. The most well-known (and effective) platform to use is Google AdWords. Bing Ads and Yahoo Search Ads are also both SEM platforms that you can use.
Do Keywords Still Matter for SEM?
Keywords are everything for SEM, just as they are for SEO. When you run SEM campaigns, you choose keywords that determine which ads will show up on which searches.
As a result, in-depth keyword research is the key to running a successful search engine marketing campaign. You’ll want to run your campaigns targeting the exact right terms…or you’ll miss your target audience.
Have you heard the expression, “Content is king?” If not, you have now. Great content is the fuel that drives your digital marketing activities:
- It is a key pillar of modern SEO
- Helps you get noticed on social media
- Gives you something of value to offer customers in emails and paid search ads
Creating clever content that is not promotional in nature, but instead educates and inspires, is tough but well worth the effort. Offering content that is relevant to your audience helps them see you as a valuable source of information. On top of that, resourceful content makes it less likely that they will tune you out.
Email has been around for more than two decades, and it’s not going anywhere anytime soon. It’s still the quickest and most direct way to reach customers with critical information. The reason is simple: Consumers are very attached to their emails. Just ask yourself how many times you have checked your email in the past hour…See what we mean?
But great marketers know that not just any email will do. Successful email campaigns must be engaging, relevant, informative, and entertaining. To succeed, your marketing emails should satisfy these five core attributes:
- Be coordinated across channels
Affiliate marketing is where you recruit ‘affiliates’ for your business, and they draw in leads. Affiliates are like sales people that you pay on commission. The ‘commission’ is determined entirely by you; some organisations offer a percentage of the sale made, others offer a flat rate per product.
You can even outsource setting up the system to places like ‘shareasale’.