Types of Digital Marketing

Digital Marketing is a successful way to achieve meaningful results in business. But to get there, we
need to understand what this strategy is about, how it works, and the types of Digital Marketing that can
be used.

If you want to boost our traffic, attract a greater number of clients, grow brand awareness, engage the
teams, or audience, it is essential to understand each type of Digital Marketing.

We created this guide to help you learn more about this subject. Here, you’ll see each of the most
effective types of Digital Marketing, their benefits and objectives, along with when and how to use each
one of them.

So, keep on reading, and let’s increase our knowledge!

SEO (Search Engine Optimization)

SEO stands for “search engine optimization.” In simple terms, it means the process of improving your
site to increase its visibility when people search for products or services related to your business in
Google, Bing, and other search engines. The better visibility your pages have in search results, the
more likely you are to garner attention and attract prospective and existing customers to your business.

The "art and science" part of SEO is what’s most important. SEO is a science because it requires you to
research and weigh different contributing factors to achieve the highest possible ranking. Today,
the most important elements to consider when optimizing a web page include:

 Quality of content
 Level of user engagement
 Mobile-friendliness
 Number and quality of inbound links

The strategic use of these factors makes SEO a science, but the unpredictability involved makes it an
art.

How does SEO work?

Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site,
collecting information about those pages and putting them in an index. Think of the index like a giant
library where a librarian can pull up a book (or a web page) to help you find exactly what you’re looking
for at the time.

Next, algorithms analyze pages in the index, taking into account hundreds of ranking factors or signals,
to determine the order pages should appear in the search results for a given query. In our library
analogy, the librarian has read every single book in the library and can tell you exactly which one will
have the answers to your questions.
Content Marketing

“Content marketing is a strategic marketing approach focused on creating and distributing

valuable, relevant, and consistent content to attract and retain a clearly defined audience
— and, ultimately, to drive profitable customer action.”

Instead of pitching your products or services, you are providing truly relevant and useful content to your
prospects and customers to help them solve their issues.

Content marketing is used by leading brands

Our annual research shows the vast majority of marketers are using content marketing. In fact, it is used
by many prominent organizations in the world, including P&G, Microsoft, Cisco Systems, and John
Deere. It’s also developed and executed by small businesses and one-person shops around the globe.
Why? Because it works.

Content marketing is good for your bottom line — and your customers

Specifically, there are four key reasons – and benefits – for enterprises to use content marketing:
Increased sales
Cost savings
Better customers who have more loyalty
Content as a profit center

Marketing is impossible without great content

Regardless of what type of marketing tactics you use, content marketing should be part of your process,
not something separate. Quality content is part of all forms of marketing:
 Social media marketing: Content marketing strategy comes before your social media strategy.
 SEO: Search engines reward businesses that publish quality, consistent content.
 PR: Successful PR strategies should address issues readers care about, not their business.
 PPC: For PPC to work, you need great content behind it.
 Inbound marketing: Content is key to driving inbound traffic and leads.
 Content strategy: Content strategy is part of most content marketing strategies.

As in any marketing strategy, the goal of content marketing is to attract leads that ultimately convert into
customers. But it does so differently than traditional advertising. Instead of enticing prospects with
potential value from a product or service, it offers value for free in the form of written material.
Content marketing matters, and there are plenty of stats to prove it:

 84% of consumers expect companies to produce entertaining and helpful content experiences
 62% of companies that have at least 5,000 employees produce content daily
 92% of marketers believe that their company values content as an important asset.
As effective as content marketing is, it can be tricky. Content marketing writers need to be able to rank
highly in search engine results while also engaging people who will read the material, share it, and
interact further with the brand. When the content is relevant, it can establish strong relationships
throughout the pipeline.

SMM (Social Media Marketing)

SSM, or Social Media Marketing, is, as the name suggests, a method that uses social media to
promote a brand, product, or content.

Such as Search Engine Marketing (SEM), it can be done organically, paying for ads, or both
simultaneously.

You may publish your content on social media or create ads and pay to reach a particular public.

In both cases, the most important thing is to choose the more suitable social network for your persona,
brand, product/service, or content.

Some of the best advantages of Social Media Marketing include the possibility to get closer to your
audience and the interaction potential. Through SSM, you may gain validation of your public when it
shares your content.

Also, you can use your social networks like a direct communication channel with your audience. That’s
why it is so important to keep them always updated and monitored.

Pay-per-click marketing

Pay-per-click, or PPC, is posting an ad on a platform and paying every time someone clicks on it.

How and when people see your ad is a bit more complicated. When a spot is available on a search
engine results page, also known as a SERP, the engine fills the spot with what is essentially an instant
auction. An algorithm prioritizes each available ad based on a number of factors, including:

 Ad quality
 Keyword relevance
 Landing page quality
 Bid amount

Affiliate marketing

Affiliate marketing lets someone make money by promoting another person's business. You could be
either the promoter or the business who works with the promoter, but the process is the same in either
case.
It works using a revenue sharing model. If you're the affiliate, you get a commission every time
someone purchases the item that you promote. If you're the merchant, you pay the affiliate for every
sale they help you make.

Some affiliate marketers choose to review the products of just 1 company, perhaps on a blog or other
third-party site. Others have relationships with multiple merchants.

Whether you want to be an affiliate or find one, the first step is to make a connection with the other
party. You can use a platform designed to connect affiliates with retailers, or you can start or join a
single-retailer program.

If you're a retailer and you choose to work directly with affiliates, there are many things you can do to
make your program appealing to potential promoters. You'll need to provide those affiliates with the
tools that they need to succeed. That includes incentives for great results as well as marketing support
and pre-made materials.

Email marketing

The concept of email marketing is simple—you send a promotional message and hope that your
prospect clicks on it. However, the execution is much more complex. First of all, you have to make sure
that your emails are wanted. This means having an opt-in list that does the following:

 Individualizes the content, both in the body and in the subject line
 States clearly what kind of emails the subscriber will get
 Offers a clear unsubscribe option
 Integrates both transactional and promotional emails

You want your prospects to see your campaign as a valued service, not just as a promotional tool.

Email marketing is a proven, effective technique all on its own: 89% of surveyed professionals named it
as their most effective lead generator.

It can be even better if you incorporate other techniques such as marketing automation, which lets
you segment and schedule your emails so that they meet your customer's needs more effectively.
Paid Advertising

There are some ways to paid for media on the web. You can advertise on social media, as we explained
in SSM, and also in search engines, such as Google and Bing.

Instant Message Marketing

The use of instant message apps is increasing. Besides WhatsApp, almost all social media platforms
have their direct messages, and it is a fantastic opportunity for marketing strategies.

When your clients need support, they can get in touch with these channels to obtain a quick answer,
which is very positive to your brand and the relationship between it and your customers.

Influence Marketing

Once we are talking about digital influencers, it is time to explain who they are: specialists in specific
subjects with a big audience interested in what they’re saying.

Digital influencers may produce specific content for your brand if it fits their voices.
They can make public tests of your products and show their public the results, no matter positive or
negative. Therefore, they have the power to praise or destroy your brand.

Mobile Marketing

Nowadays, mobile marketing is almost mandatory if you want to reach customers.

Google research shows that 27% of the global population use voice search on mobile, and the
consumer journey is becoming increasingly complex.

This research also shows that immediacy is as crucial as loyalty. And nothing is more immediate than
solving a problem with a smartphone anywhere, anytime.

Mobile marketing is no more just a trend. It must be a reality to brands that desire to be all the time side
by side with their customers. Some ways to invest in mobile marketing include:

 create an app: and spread push notifications when you want to talk to your audience;
 adopt instant messenger marketing: speak to your public directly;
 offer products or services by geolocalization: and be where your consumers are;
 explore SMS potential: keep your audience updated about their interests;
 offer mobile content: hold your public attention with engaging content such as videos, which they
can consume anywhere.

Video Marketing

According to the blog Think With Google, there are 2 billion people per month looking for something on
YouTube.

Entertainment, news, how to do something, content to study, whatever, it is a big opportunity to reach
new customers.

Video marketing strategies are being used to drive results throughout the marketing funnel, likewise
blog posts and emails.

People are looking for videos for a few reasons, such as seeing credible reviews about some products
or services.

80% of people use, alternately, search engine and video, and use it to learn more about products and to
see how others have used it. And 55% of consumers do it before buying.

As you can see, this is a nice opportunity to make sales easier.