Covid-19 pandemic has given e-commerce a little push forward. While the economy is going down, opportunities in the eCommerce business are rising.
In mid-2020, according to data from the department of commerce, online shopping surged 44% compared to the previous year. No wonder, Digital marketing is on its way to dominating the economy in upcoming years. Why don’t you take advantage of it? But first, let’s explore, “How Many Types of Digital Marketing are there?”
What Is Digital Marketing?
Marketing is letting customers know about the existence of your business. Long story short, when you do marketing via some digital channels it becomes digital marketing e.g. social media ads campaign, email marketing.
According to Statista, around 4.57 billion people are spending, on average, 155 minutes per day on the internet as of July 2020, and these numbers are growing. Meaning, at some point in growing your business, you must leverage digital channels.
Sounds like a wealth of opportunities for the freelance digital marketer are showing up, right indeed but let us not jump into today.
How Many Types of Digital Marketing?
Let us take a glance at the 6 best and common types of digital marketing as of today,
- SEO (Search Engine Optimization)
- Content Marketing
- PPC (Pay-Per-Click)
- Email Marketing
- SMM (Social Media Marketing)
- Affiliate (influencer) Marketing
SEO (Search Engine Optimization)
In short, SEO means optimizing a website for search engines. When you search for something on Google, you get loads of websites presenting their solutions regarding your problem. These websites are optimized to be shown on search results.
Nowadays, business without a website is like actors having unreleased movies. So, you create a website for business, but Google cannot find it, let alone visitors until you optimize it for search engines.
There are three types of SEO, such as On-page SEO, Off-page SEO, and Technical SEO.
- On-page SEO focuses on content that a website should have, length and keyword of an article. This tactic lets a business target a specific audience. It also helps search engines to index a website.
- Off-page SEO, on the other hand, builds the relationship with customers by showing up on different platforms. The way it builds relationships is called link building and we do it via guest blogging*.
- Technical SEO is to make your website user-friendly so that people engage. Google is concerned about whether your website is helpful and user-friendly or not.
“Google only loves you when everyone else loves you first.” @Wendy Piersall
*Guest blogging: it means publishing articles and links on a platform that you do not own.
Content marketing is not about your services or products, it is about how much value you add to your customers. The word “VALUE” is everything in content marketing.
Let me explain content marketing with one example. When you search “how to research keywords” on google, you find “How to Do Keyword Research for SEO” where Ahrefs explained. There was no promotional content in the article, yet it is content marketing.
Through this article they let you know their existence. If you find this article valuable, you dig more into their website and you may find out the services they offer by then. At some point, you may start using their tools as they built trust already. See, how did they make you use their product/service with content?
Ask yourself, have you fallen into that cycle ever? Comment below and let us know your experience. Search any of these marketing terms, you are more likely to find answers from marketing service providers and will observe the content marketing.
“When you build an audience that trusts you, they are more likely to purchase your products.” @MicheleLinn
To wrap it up, content marketing is answering customers’ questions, educating customers, and building a relationship with customers, but not selling. It is a great way to market, and you will not need to spend a thousand dollars like a PPC marketing campaign.
Want to buy some visitors to your website? Or want to launch an advertising campaign for an extremely targeted audience? PPC is here waiting for you.
PPC stands for Pay-per-click. You already sensed we are talking about an advertising method. Well, we are. In this method, you advertise your business or products on specific keywords in different websites and search engines. When your ads get a click, you pay Google, thus it is called Pay-Per-Click (PPC).
Cost per ads may vary on keywords, e.g. $1, $2, or $50. Speaking of Google ads, you may also hear google AdSense. Google AdSense is a way to monetize a website, it’s not about marketing your service or product. Suppose you are a small business owner X, you launched a Google Ads (PPC) campaign, and Y website added google AdSense. If a visitor on Y clicks your ad, you pay for it and Y gets a commission.
Note: CPC is a related term to PPC which means cost-per-click. When you select a keyword for PPC, you need to check CPC to estimate the total cost.
Email marketing is one of the most powerful marketing methods, some marketers call it direct marketing. You may have noticed many websites asking for email and permission for email communication. That is how a business owner collects email and launches an email marketing campaign.
Email marketing has several strategies. For instance, if you want to build a relationship or increase brand awareness, you can go for content marketing through emails e.g. periodical newsletters. Furthermore, you can directly promote product, service, or website content as you have permission. Since, in email marketing, you market to people who are waiting for your emails, it is more effective.
“Focus on growing your list all of the time as newer subscribers are more engaged, adding to healthier open rates and ROI.” – @Karl Murray
SMM (Social Media Marketing)
Social media marketing means promoting business and branding through social media platforms e.g. Facebook, Instagram, Pinterest, etc. Consistently posting relevant content on social media is the basic idea of social media marketing.
It is not about promoting products only; it went far beyond that. Small businesses might not have a website, social media profile can be the backbone of their business.
Social media marketing is the easiest way to reach a broader audience as people are obsessed with social media, nowadays. On social media you need to post strategically so that you can analyze your audience and add value accordingly- please, do not think for a moment as this is like your personal posting.
Affiliate/ Influencer Marketing
Affiliate or Influencer marketing is promoting a business in the name of someone else. The strategy for an affiliate or influencer is almost the same but the aim is different. Let us find more about each.
An affiliate shares content within a particular niche (category) and gives direct Call-to-action (CTA). He aims to convert. Their strategy is more like a small business owner.
If you see a website is giving product reviews, owned by other companies, and provides a link that may direct to a platform like Amazon, then they are affiliates and doing affiliate marketing. You pay an affiliate when your products get purchased or the website gets a visitor; hence, it is risk-free marketing.
Conversely, an influencer exposes a brand i.e. increase brand awareness while sharing content like an affiliate. Their core aim is exposing rather than converting.
“Influencers are a great way to increase brand awareness and grow your followers as long as their audience is the right fit for your brand.” @Neil Patel
Although you get mass awareness, it may not fit for a small business owner as they prefer flat charges for promotion which may need a huge budget- not risk-free like affiliate marketing.
Whether you are an entrepreneur or solopreneur, you cannot skip digital marketing. Question is, which type of marketing strategy should you follow?
The short answer, you cannot choose one specific method, but you can order your strategy one by one. Focus on what you need at this moment, branding, or sales?
Quick tip: Check your competitor marketing strategy, it may give you great insight.
Remember, one marketing method is never enough, the great marketing is always the way you combine them. What business are you planning to do? Let us know.
Until the next article, Ciao for now!