There are multiple digital marketing strategies out there, and more are popping up every few years. It’s important to pick a strategy (or multiple) that are the best fit for your business at that time. Re-evaluating your strategy regularly will benefit your business by weeding out what works and what doesn’t. Here are some short descriptions on what these strategies are and how useful they can be.
Search Engine Optimization
SEO is about prioritizing your brand on search engines like Google, YouTube and Bing. The point of SEO is to get your website or links as the first result when searching with specific keywords. The first 5 results on Google get around 67% of clicks. Having your links at the top of the search engine page can provide organic leads that may be difficult to obtain otherwise.
Email marketing is one of the oldest forms of digital marketing. Sending out newsletter emails, marketing emails, business related emails, and other similar emails to accounts you have access to. You can access potential consumer emails by having a sign up on your website or by using data consumers have consented to sharing. You can build relationships with your potential consumers and customers with email marketing. Around 62% of potential customers have visited retail stores in person after receiving a marketing email message from those businesses.
Pay-per-click marketing is an extremely common and somewhat affordable version of digital marketing. These are the ads you see on the sides, tops and bottoms of websites and pages you visit. PPC can also be used like SEO, where you pay for a link to be advertised near the top of a search engine’s first page. You can set yourself a budget that is only used when a user reaches your website or link. You can customize, measure, and target pay per click ads. The downside of PPC is that it can become quite costly if leads aren’t generated over time. However, leads that participate in PPC are more likely to become conversions when compared with SEO.
Mobile marketing is a multi-channel form of digital marketing, using as many channels found on cell phones. This form of marketing includes all of the options on this list as well as others, although you don’t need to use all of them for it to be considered mobile marketing. Two or more channels is still considered mobile marketing. It can provide clear cut consumer segmentation for you to use with future campaigns. This way of marketing can be more cost effective than using only one technique as there’s the opportunity to gain more leads by using more channels.
Social Media Marketing (SMM)
SMM is probably the most popular form of digital marketing in 2022. You create sponsored or “boosted” social media posts, where you pay the platform you use to push your post out to potential consumers. This form of marketing can add up in cost quickly however it can also be the cheapest form of marketing, paying just a few pence depending on how well your post does. Outsourcing SMM has become a common practice in recent years since business owners can expect to pay 10-20% of the total ad spend by using third parties.
Using analytics obtained from your digital channels is a sure-fire way to understand your consumers and their need for your business, which will help you cater future campaigns and projects towards specific types of people who you want to participate in your business. You can access analytics from a number of sites including Facebook, Instagram, and Semrush. With analytics, you will be able to see exactly who is engaging and purchasing from your business.
Content marketing is another inexpensive form of marketing. You create and distribute content that you or team members made to digital channels. The only cost to your business, if you use free digital channels, is the cost of labour to create the content. Create content that you want to create, curate your brand image and have fun! This form of marketing is necessary for consumers to believe that your business is run by humans, for their betterment. It humanizes and makes your business more relatable.
Affiliate marketing has a wide range of uses. Affiliates can be other businesses or even influencers. This form of digital marketing can be costly, but you can gain loyal consumers and relationships. An important part of affiliate marketing is rewarding your affiliates to keep them coming back to your brand. Offering free samples and discount codes are some of the more popular versions, but you can go further and offer tours of your business or create exclusives for the affiliate.
Bear in mind that social media and algorithms are constantly changing. Try to update your digital marketing strategies frequently, and keep an eye out for new techniques!
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Digital and Social Media Marketing: A Results-Driven Approach
Heinze, A, et al. 2020