Digital marketing is also known as online marketing. Businesses use this approach to promote their products and services through different online channels like websites, search engines, social media, email, and SMS.
It will not be an understatement to call this the era of digital marketing. With more than 4.9 billion active internet users worldwide, digital marketing offers you the opportunity to reach your audience individually through digital devices.
In today’s marketing scenario, digital marketing bears extreme importance due to the following reasons:
Almost the entire world has gone digital
People spend a lot of time surfing online
These strategies can be easily planned and applied
You can target the right audience segment
You can measure digital marketing performance
It helps you reach a global audience at a minimal cost
Now, we explore the types of digital marketing.
Search Engine Optimization
SEO, or Search Engine Optimization, is the most prominent type of digital marketing. It means optimizing your web pages or web content for search engines so that customers can find them easily. No digital marketing strategy will be complete without SEO.
Benefits of SEO
Cost-efficient digital marketing strategy with higher ROI
Get traffic organically to your website and landing pages
Build trust among the audience and improve brand recall
Helpful to get more visitors to your traditional shop
Get quality leads with higher conversion rates
Beat your competitors to become a prominent name in the audience
Types of SEO
SEOs could be of various types. Some of the prominent varieties include:
Local SEO: Companies perform this type of SEO for better visibility in the local search results. If a business is purposed to serve the people of a particular area, it should focus on local SEO with the best local SEO tools.
International SEO: Businesses targeting multiple countries opt for international SEO. This SEO strategy includes creating content as per the local cultural context, making your website available in multiple languages, hiring local influencers, etc.
eCommerce SEO: This category flourished in recent times with the growth of the eCommerce industry worldwide. It involves bringing traffic to your website through PPC advertisements.
Mobile SEO: It means making your website optimized for all mobile devices, including smartphones and tablets. When you implement a mobile SEO strategy for your website, Google prioritizes it for ranking.
Steps for SEO Campaign
Website Audit: Perform a website audit to find its issues and fix these on priority for enhanced visibility of your website in the search engines.
Keyword Research: Next, research to get a list of keywords on which you want your website or web pages to rank in the search engines. At this stage, using keyword research tools helps a lot.
On-Page SEO: After finalizing your SEO strategy, start working on the on-page SEO. It means optimizing your website pages for higher ranking. On-page SEO analysis tools can assist you in knowing your mistakes and let you fix them.
Technical SEO: You also need to perform technical SEO that focuses on the technical aspects of your website for increased ranking.
Off-Page SEO: Digital marketers should also focus on off-page SEO, primarily consisting of link building and social media mentions. You can use these backlink tools for backlink tracking and analysis.
SEO Best Practices You Must Follow
Have proper SEO title, meta description, and slug, avoiding URL parameters
Target one page for one keyword and place that keyword with the right density
We live in the era of social media. That’s why it has also become a useful platform for digital marketing. Most businesses have their own social media channels where they regularly post relevant content and engage with their audience.
While promoting your products through your social account is a cost-effective idea, companies with more direct and aggressive marketing objectives go for social media ads. These are the ads that appear to the users as they scroll through their social media feeds. These ads can be highly customizable and show to the right segment of your audience.
Types of Social Media
Some popular types of social media advertisements are:
Single image ad: It consists of just one static image with a caption and call-to-action (CTA) button.
Carousel ad: This ad appears as a scrolling carousel that contains multiple photos and captions.
Instant experience ad: Clicking on this ad will take the user to a mini landing page.
Messenger ad: It appears in between the messages on the Facebook Messenger app
Video ad: It is visually appealing content that can get you high viewership and engagement. This can also become viral if made properly.
Here are some popular KPIs to watch out for to measure your social media marketing campaign success:
Audience and follower engagement, including like, sharing, and comments
Number of likes and followers on your social channel
Total and individual reach and impression of your posts
Number of people visited your website from social media
Leads and conversions generated from the social platform
Do you remember sending promotional emails to people’s home address some decades ago? Email marketing is the updated version of that approach where you promote your products, services, or brand through marketing emails.
Benefits of Email Marketing
Generate more leads and sales for your company
Collect first-party data from your potential customers
Reach a large audience at a low budget
Make sure to reach the right people at the right time
Freedom to send personalized emails for a custom experience
Get in touch with the target audience and engage with them
Make them aware of your promotional offers and discounts
Get more people directly access your landing page or website
How to Start Email Marketing Campaigns
Have an Email List Handy: An email list is the first thing you need to start building your email marketing campaign. Make sure the email address users have given you permission to send them such emails. Else, your emails will move into the spam folder.
Use Email Templates: Use email marketing templates to create marketing emails quickly and effortlessly. Most of these templates are customization, so you can personalize them with minimum effort.
Create Custom Content: The content of the email should be personalized according to the user’s demography and behavior. You need to offer a user when they want most in order to get a response from them.
Add Relevant Links and CTAs: Every marketing email you send should include relevant links for the users for instant access. Also, do not forget to include CTAs in all emails.
Best Practices for Email Marketing
Use first-party data to comply with data privacy standards
Send emails at optimum time as per the user time zone
Use engaging email copies that people love to read
Perform A/B testing before starting off with the campaign
Useful Tools for Email Marketing
There are various paid and free email marketing tools available in the market. You can choose from them according to your budget and requirements. However, you can check our curated list of tools for various purposes:
PPC ad is a digital marketing model where business bids for a place in the search engine to display their ads. However, the companies have to pay only when someone clicks on the ad. Compared to SEO, it tends to offer quicker and better results. To become an expert, you can also participate in different Google Ads courses.
Benefits of PPC Advertising
Get instant traffic to your website
Generate authentic leads
No dependency on search engine algorithm
A cost-effective way to reach the audience
Smart targeting approach, which is easy to generate
Major Types of PPC Ads
Search ad: The most common type of PPC that appears before the organic results when users search for something in the search engine.
Display ad: It gets displayed to the users who have shown interest in your product.
Video ad: These ads come in the form of videos and usually appear on YouTube and in between Play Store games.
Remarketing ad: These ads are shown to the people who have visited your website earlier.
Steps to Set up a PPC Ad Campaign
Perform keyword research
Target the ads
Create ads for PPC
Bid for preferred keywords
How the Measure the Impact of an Ad Campaign
Quality score: A score that shows the chance of getting original and quality leads.
Impressions: The number of people who viewed your ad, whether they clicked or not.
Click-through rate (CTR): The percentage of people who clicked on your ad.
Conversion rate: The percentage of visitors who converted after coming to your website through your PPC links.
Cost per click (CPC): It shows the average cost for one click on your ads.
Cost per acquisition (CPA): This compares the total number of conversions against your total ad spend to get the cost incurred for each acquisition.
Revenue on ad spend (ROAS): It shows how much revenue you have earned against your total PPC ad spend.
PPC Ad Campaign: Challenges and Their Solutions
Low CTR: Targeting a relevant audience and making your ad rank higher could resolve this.
Not getting enough impressions: Increasing your budget, using placement targeting, and focusing on exact keyword matches can fix this problem.
Clicks not generating leads: To resolve this issue, you must focus on relevant keywords and use a compelling CTC.
Increased wastage spend: If this problem arises, you should analyze your PPC strategy and budget. Also, analyze your competitors and lower your budget limit.
Content marketing is a popular form of digital marketing where the objective is to attract and engage more users through regularly producing articles, views, podcasts, and other types of content. This method allows you to spend less money to get more loyal customers for your brand.
Impact of Content Marketing on SEO
Content is the best place to perform SEO
Content can generate valuable backlinks
Useful and informative content contributes to higher traffic and website credibility
Continuous content publishing increases DA and PA
More content means more opportunities to rank on keywords
In recent years, there has been a surprising rise in influencer marketing, which is closely linked to the increased popularity of social media. This type of digital marketing involves utilizing social media influencers to promote your product or services.
For companies, hiring influencers for product promotion costs less than making advertisements with professional models. The influencers could also include media celebrities and athletes. As they create content around your product, it can create a buzz around the product and instantly reach their huge fan base.
Benefits of Influencer Marketing
Help your brand reach the right audience
Cost-effective digital marketing method
Grow sales and promote the brand simultaneously
Establish brand credibility
Leverage user-generated content
Get increased sales in a short time
Limitations of Influencer Marketing
Choosing the wrong influencer affects your brand
Performance measurement could be difficult
Less control over influencer content
Success is not guaranteed
It might take a long time to get results
How Can Brands Strategize the Influencer Marketing Campaign
Set your marketing goals from the campaign
Confirm your budget for the campaign
Identify your target audience
Select the right social platform for your audience
Find the right influencer for the particular product or campaign
Promote the content on your platform
How to Measure Influencer Marketing Impact
Use affiliate links and promo codes to track unique clicks and purchases
Track all interactions like reactions, comments, and share
Monitor the change in traffic after the campaign
Check the change in impressions and followers
Track engagement rate in promotional influencer videos
Tools for Tracking Influencer Marketing Success
Once you have determined your KPIs for an influencer campaign, you can use the following tools to measure those:
Consumer research tools for understanding your audience
Influencer search tools to find the right people for influencer marketing
Brand monitoring tools to track brand mentions across the web
Social media management tools to track and analyze conversations
Video marketing refers to the digital marketing technique where you create videos promoting your products, services, or brand. In this approach, the marketing team creates promotional or informative videos to get more users familiar with your product and brand, make more people engage with these videos, and, ultimately, convert them into sales.
These videos can be shared on your company website and social media channels. Though it is a component of a digital marketing campaign, it bears significant importance considering the popularity of social media and video content.
Benefits of Video Marketing
Easily grab the attention of the viewers
Reach a wider audience through social media
Increase brand visibility in different channels
Get a higher position in SERP
Quickly make people aware of your products
Types of Marketing Videos
Product demos: This type of video includes demonstrating the product features. The demo videos will not explain the product in detail; instead, they just share the overview.
Explainer videos: These videos explain things in detail and often offer solutions to complex problems. You might have an expert do this video or hire people for voiceover.
Brand storytelling: You can create brand storytelling videos that include the journey or success stories of your brand.
Client testimonial: These videos contain the testimonial of your clients who share their experience of using your product or service.
Affiliate marketing means marketing or recommending some third-party products and services to the audience. If someone makes a purchase through an affiliate link, the marketer gets a commission from the company.
To run an affiliate program for your company or business, you need to attract marketers to join your affiliate programs through affiliate networks or direct brand partnerships.
After joining, influencers or marketers get a unique link for all their promotional materials, like social media videos or blogs. Now, These people will focus on creating content around the product they are supposed to promote and add the affiliate links. Once the users click on that link and purchase your product or service, they will receive a pre-defined commission from that.
Types of Affiliate Marketing
Unattached affiliate marketing: These are the regular click-per-action or CPA affiliate campaigns where the marketer has no direct link or involvement with the product.
Related affiliate marketing: In the case of related affiliate marketing, there is some kind of relationship (usually niche-based) between the affiliate marketer and products or services.
Involved affiliate marketing: This affiliate marketing involves a marketer with a deep and direct connection with the product or service they’re promoting. They usually have the expertise to recommend you the product or use the product to qualify for sharing their experience.
Use SEO, social media, and ads to get more traffic to your content
Properly place the affiliate links and drive more people to click on it
Analytics and Tracking
For digital marketers, it is important to have the right user and website data for planning a successful online campaign. When you know your target audience better, you can customize digital marketing campaigns tailored to their needs.
As you deliver a bespoke experience to them, more conversions will take place, and more sales are bound to happen.
Digital marketing executives should also track the user behavior on their websites to know the interest of their traffic. The data will also allow marketers to find out at which stage of the sales funnel the visitors are stuck. Tracking your existing campaigns helps you understand what is working for your audience and what is not. You can use this to make future marketing decisions.
Number of Sales Qualified Leads and Marketing Qualified Leads
Domain Authority (DA) and Page Authority (PA)
Social media traffic and followers
Engagement and interaction (like, share, comment)
The reach of social media posts
Cost-per-Click (CPC) for social media ads
Click-Through Rate (CTR) for email marketing
New email subscribers and unsubscribers
Visitors per channel
Advantages of Digital Marketing
If digital marketing is done properly, it will drive more ROI than traditional marketing.
Even with a limited budget, you can run a digital marketing campaign and achieve success.
You can easily measure the performance and success of your digital marketing campaigns, while performance tracking is difficult for traditional marketing.
Digital marketing offers you greater flexibility than traditional one as it allows you to customize your campaigns according to your budget and requirements.
In traditional marketing, targeted campaigns are difficult to achieve. But in digital marketing, you can precisely target the niche audience with ease.
In digital marketing, you can easily categorize your customers and offer them personalized experiences for better engagement and conversion.
Traditional marketing allows you to target a limited audience. But it digital marketing, you can reach a global audience.
Challenges of Digital Marketing
Digital marketing has become a highly-competitive field since every other company is implementing this marketing strategy to get leads and conversions.
Compliance with International Standards
There are many global and regional regulations about collecting, storing, and using user data for your business. Companies should ensure that they comply with these and maintain transparency about their data policy.
Getting Quality Leads
For digital marketers, generating genuine leads in a competitive market with unpredictable customer behavior is one of the biggest challenges.
Ensuring ROI Against Limited Budget
Many companies have budget constraints for digital marketing. In such cases, marketers have a tough time making sure they have ROI with a limited budget.
Managing Multiple Platforms
As businesses depend on multiple channels for traffic and lead, it often becomes challenging to maintain brand consistency in all channels.
Constantly Creating Engaging Content
To keep attracting new customers, marketers need to deliver catchy and engaging content to the audience. Constantly producing trendy content often gets difficult for them.
Staying Updated with Evolving Search Engine Algorithm
Search engines like Google keep changing their parameters for SERP. As a digital marketer, you always have to stay up-to-date with the latest algorithm changes.
That’s it for our discussion on digital marketing. This field of marketing is constantly evolving, and there is no single approach that will work for all businesses. As a digital marketer, you will need some time for experiments that will help you find the meat digital marketing tactic for your organization.
I am a technical and creative content writer with 10+ years of experience in the relevant industry. My degrees in English and Sociology, coupled with working experience in software development companies, help me understand how technology… read more
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