Digital Marketing Strategies Useful for Your Business
Digital marketing is broad. It consists of a wide range of activities whose goals are simply to grow your business online in many different ways. Here, we have listed and explained them in simple, easy-to-understand language.
Pay-per-click (PPC) is a method of driving traffic to your website by paying a publisher every time your ad is clicked on. It’s a type of advertising where you pay for every user who clicks on an ad. For example, Google AdWords is a form of PPC advertising called “paid search advertising”. Facebook Ads are another form of PPC advertising called “paid social media advertising”.
Paid Search Advertising
Google, Bing and Yahoo allow you to run text ads on their Search Engine Results Pages (SERPs). Paid search advertising is one of the best ways to target potential customers who are actively searching for a product or service like yours.
Search Engine Optimization (SEO)
This is the process of optimizing your website to “rank” higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. If you don’t want to pay to show up in the SERPs (Search Engine Result Page), you can use search engine optimization (SEO) to rank pages or blog posts on your site organically. You don’t have to pay directly for every click, but getting a page to rank usually takes quite a bit of time and effort.
Paid Social Media Advertising
Most social media platforms like Facebook, Instagram, Twitter, LinkedIn, Pinterest and Snapchat allow you to run ads on their site. Paid social media advertising is great for building awareness with an audience that might not be aware that your business, product or service exists.
Social Media Management
This strategy promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. Like SEO, social media marketing is a free, organic way to use social media platforms like Facebook or Twitter to market your business. And like SEO, organically marketing your business on social media takes a lot more time and effort, but in the long run, it can deliver much cheaper results.
Conversion Rate Optimization (CRO)
Conversion rate optimization (CRO) is the art and science of improving your online user experience. Mostly, businesses use CRO to get more conversions (leads, chats, calls, sales, etc) out of their existing website traffic.
Content marketing is a form of marketing focused on creating and publishing content for a target audience. It covers any digital marketing effort that uses content assets (blog posts, infographics, eBooks, videos, etc) to build brand awareness, drive clicks, leads or sales.
With sponsored content, you as a brand pays another company or entity to create and promote content that discusses your brand or service in some way.
One popular type of sponsored content is influencer marketing. With this type of sponsored content, a brand sponsors an influencer in its industry to publish posts or videos related to the company on social media. Another type of sponsored content could be a blog post or article that is written to highlight a topic, service, or brand.
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. Usually at the bottom of an article as “suggested articles”. Most native advertising falls under content marketing because it uses content to attract clicks (“5 books to read before 30”). Native advertising may be difficult to spot since it’s usually mixed with non-paid contents. BuzzFeed-sponsored posts are a good example. Many people consider social media advertising to be “native”.
Companies use email marketing as a way of communicating with their audience. Email is often used to promote content, discounts and events, as well as to direct people toward the business’s website.
Email marketing is the oldest form of online marketing and it’s still going strong. Email marketing is often used to advertise special deals, highlight content (often as part of content marketing) or promote an event.
Affiliate marketing is essentially paying someone else (a person or a business) to promote your products and services on their website. These strategies are ways to market your business online. However, when implementing these strategies, it is important you hire a professional to get better Returns on your Marketing investment (ROMI).
Digital marketing helps you reach a larger audience than you could through traditional methods, and target the prospective customers who are most likely to buy your product or service.