12 Effective Types of Digital Marketing for a Business

Before the advent of technology, marketers used traditional marketing strategies like outdoor marketing, print marketing, direct marketing, and electronic marketing. Gone are the days of billboards and public advertisements; the internet is the canvas to unfurl the hues of your talent today. It is imperative to master Digital marketing for a business to attract traffic to your website and promote products. Digital marketing gives a competitive edge over rivals, as numerous similar products inundate the market. 

What is Digital marketing for a business?

Digital Marketing or Online Marketing is the promotion of brands to grow business through the internet or other forms of digital communication. Besides the search engine, email, and social media, it also includes messages, television, and radio. Digital Marketing increases the brand value and visibility over the internet.

Data shows that 77% of people track brands online and research extensively to obtain insights. Digital Marketing has multiple strategies to reach the audience. Engagement Marketing is crucial to generate leads and satisfy the existing clients. When you create engaging content, it strengthens the brand visibility, provides an insight to the customers, and ultimately upscales the company’s business.

Why Digital Marketing?

“Digital is at the core of everything in marketing today — it has gone from ‘one of the things marketing does’ to ‘THE thing that marketing does.’”

– Sanjay Dholakia, Former Chief Marketing Officer, Marketo

Wider reach

The primary goal is to reach a wider audience and generate leads.

Effective

The Internet is significant space and has immense potential to grow your business.

Cost-effective

The Digital platforms are cost-effective and accessible to all. Digital Marketing helps small businesses with minimal effort.

Myriad possibilities

Digital marketing for a business has an array of possibilities, like combining blogs with Social Media Marketing and Email Marketing or Mobile Marketing. Choose the type of digital marketing that suits you the best.

Insightful

“Improvement is a continuous process.” Digital Marketing has numerous tools and approaches that aid you in expanding your business. Given these resources, you can keep track of your progress and discern the next step.

Types of Digital Marketing

The 12 different types of Digital marketing for a business are:

1. Content Marketing

“Content is the king.”

And, content is an amalgamation of information, knowledge, and experience. Writers metamorphose everything we sense, feel, and perceive as content. Hence, content influences us as readers immensely. Content is the most effective medium of marketing.

Content Marketing is the process of planning, creating, sharing, and distributing content through numerous mediums such as blogs, videos, websites, press releases, applications, and more. It is an indirect type of Digital Marketing for a business. The traditional techniques of outbound techniques have transcended into inbound methods of marketing. 

Content Marketing is inbound marketing, where you use narration or storytelling techniques to influence the audience. 

Significance

• The primary goal of Content Marketing is to influence the audience and add value by promoting relevant content. Instead of promoting the product and services or a brand as a whole.
• Another significant point is that Content marketing is subtle rather than aggressive Digital Marketing for a business.
• Content interlaces with other digital marketing techniques. Credible and good content is the foundation of digital marketing.
• It helps in increasing conversion rates.

2. Search Engine Optimization(SEO)

Search Engine Optimization(SEO) is an inseparable part of Digital Marketing. SEO is crucial for websites and is a good strategy of Digital Marketing for a business. SEO is optimizing website content to rank higher on the Google search engine. Moreover, these search engines have an algorithm for ranking the pages, and it is imperative to master the algorithm.

Researching primary and LSI words is a significant part of SEO. Imbibing these keywords into your content ranks your page on the Search engine Results Page(SERP) and influences the audience, largely. Albeit, 90% of online experience starts with a basic search on Google, Yahoo, or other search engines.

SEO is an effective method of inbound marketing. It has replaced the traditional methods like seminars, conferences, and cold calls and is Digital Marketing for a business. The different types of SEO are Internal link, keyword research, metadata optimization, and image optimization. 

Significance

• The main goal of SEO is to rank higher on Google search pages.
• It is a cost-effective yet powerful strategy of Digital Marketing for a business.
• SEO increases searchability and brand visibility.
• It upscales the credibility of the content.

3. Search Engine Marketing(SEM)

As we know, SEO uses organic searches to rank on Google pages. But, SEM uses paid methods to increase website traffic. The most commonly used methods are Google Adwords and Bing Ads. This approach involves publishing paid advertisements on search result pages to rank higher. Greater visibility renders a chance to influence a larger audience. These advertisements are identical to organic search results, except they come with an “Ad” label.

The term SEM was first used by Google’s Danny Sullivan in 2001, referring to any techniques to drive traffic from search engines as a part of a business’s efforts, that included both SEO and Pay per click(PPC). Over the years, the perception changed with clear separate definitions for SEO and SEM. SEM is a competitive campaign that comprises keyword research and competitor insights.

A few campaigns used as a part of Digital Marketing for a business are:

• Search Advertisements or Text Ads
• Youtube Advertisements
• Shopping Advertisements
• Gmail Advertisements
• Display Advertisements

Google Ads, a popular strategy in Digital Marketing includes the above campaigns.

Significance

• Unlike organic searches, SEM drives traffic to the website with minimal effort and gives faster conversion rates.
• SEM marketers can customize their Ads and decide when to show them.
• Ideally, both SEO and SEM have to be incorporated to drive traffic and increase visibility.

4. Social Media Marketing(SMM)

Social Media Channels are a part and parcel of our mundane lives. It is a parallel world that exists driven by people and their experiences. For the survival of the business, our existence on different social platforms like Facebook, LinkedIn, Instagram, Twitter, Pinterest, and Youtube is imperative.

Social Media Marketing is the appropriate use of the content on social media channels to drive business. With the advent of social media marketing, it is easier to grow a business if you master the technical skills. A key strategy is to create viral content that wins over the audience and forges a good brand image. The users can share the content across the media and thus, reach a large audience.  

Steps to master Social Media Marketing :

• Choose the perfect medium to expand Digital Marketing for a business.
• Research and know your audience. Understand the objectives of the brand to pitch yourself.
• Always remember to post relevant content. Instead of posting each day, focus on nailing it right.
• Be active on social media channels since two-way communication works.

5. Pay-Per-Click Advertising (PPC)

Pay-per-click (PPC) is a common type of Digital Marketing for a business.  In the Pay-per-click approach, you pay for the number of clicks on your advertisement. It is known as Cost-Per-Click(CPC). Google Advertisements, Twitter Advertisements, and Facebook Advertisements are examples of Pay-per-click Advertisements. It primarily works on keyword search, Eg. If a user searches for a keyword related to the product, the corresponding Ads appear on the user’s page.

The companies decide the relevant keywords for their Ads and invest accordingly to grow their business.PPC is a type of Affiliate Marketing. It aids low-budget businesses as the advertiser needs to pay based on the number of clicks. On the other hand, there is no definite estimate of the amount that the company shells out at the end of every month.

The two models used in PPC are:

• Flat-based model: Fixed pay per click
• Bid-based model: The advertiser ascertains a maximum bid in this model.

Significance

• Pay-per-click is beneficial for both advertisers and publishers. The advertisers benefit with each click as their business expands, and the publishers benefit with a good source of income.
• It is beneficial for low-budget businesses.

6. Affiliate Marketing

In Affiliate Marketing the company involves a third-party publisher to promote the product or services. The company rewards them with a commission based on the type of product. Flipkart Affiliate Marketing and Amazon Affiliate Marketing are the two popular marketing programs.

Affiliate Marketing is a lucrative approach to Digital Marketing for a business. Anyone who intends to earn can register as an affiliate and start promoting the products. It is imperative to find your niche and promulgate the products through the same.

The two ways how affiliate marketing works are:

• Unique discount code to the users
• Linking your website to the company’s website

There are different types of affiliate programs are:

• Business and Marketing Affiliate Programs
• Online Course Affiliate Program
• Website Builder Affiliate Program
• WebHosting Affiliate Program

Significance 

• Affiliate Marketing is a good source of income.
• These programs have excellent conversion rates.
• They are incentive-oriented – the more you perform better the incentives.
• They have excellent lead conversion rates.

7. Mobile Marketing / Instant Message Marketing(IMM)

Instant Messaging Marketing(IMM) is an effective yet, underestimated type of Digital Marketing for a business. Instant Messaging is favored and is a common means of communication used nowadays. But, marketers use instant messaging to promote products and generate leads.

One-way communication is a primary reason marketers opt for Instant Message Marketing. Other social media channels share information with a broad audience. But, IMM is a preferred mode for a segment of the audience. Mobile Marketing is an instant process, so it demands a different approach. Here the Call to Action is crisp (e.g., ”Buy Now” and “Book Now”).

Significance 

• Instant Messaging Marketing is a time-saving process.
• It has an excellent lead conversion rate.
• Marketers reach out to a segment of the audience.

8. Email Marketing

Email Marketing involves using email as a medium to promote new products, offers, and discounts. The company uses email marketing to build a brand image, as well. It is an excellent strategy in Digital Marketing for a business – to engage the audience and generate leads by subtly influencing them.

A newsletter is imperative and is currently in vogue in the marketing arena. Landing pages and newsletters are an elementary part of any website. Email Marketing connects well with the audience and, in a way, keeps them entertained.

Tips for Email Marketing 

• Define your audience and have a clear plan.
• Design your emails – focus on the message, and use templates.
• Before the final match, it is crucial to test your email for different clients and ISPs.

Significance

• Email Marketing has a significant lead conversion, and return on investment (ROI).
• It forges a relationship with the prospective as well as existing customers.
• It helps to customize the content for a segment of the audience.

9. Video Marketing

“A picture speaks a thousand words.”

Video Marketing is a powerful type of Digital Marketing for a business if you master the skills.

The millennials do prefer videos over content, considering their short attention span. Brands can connect well with the audience when they create informative and engaging videos.

Creating a video requires extensive research of the target audience and a clear strategy. It is imperative to master the skills of video making and editing in video marketing. An important strategy to influence the audience is posting viral content and to let people discover your brand.

The different types of videos  are:

• Demo videos promoting your new products 
• Educational Videos rendering information related to your niche.
• Event videos show a sneak peek at the events in the company.
• Testimonial videos describing customer reviews of your product, thus providing an insight into the brand.

Steps to master video marketing:

• Gather adequate resources like video software and good editing tools for making videos.
• Use the storytelling technique in your video to engage the audience rather than keeping it monotonous. 
• Plan a clear strategy for the video and keep it short and crisp.

10. Influencer Marketing

Influencer Marketing is a type of Digital Marketing for a business in which influencers with a fixed fan following promote products and services. These influencers are experts in their niche. The Return on investment (ROI) is the same or even better than the other marketing techniques. 

According to the statistics from Adweek, the Influencer Marketing industry was worth $10 billion in 2020. There are different types of influencers; choose the one depending upon your target market, arena, and budget.

Types of influencers

• Micro-influencers are personalities with more than a thousand followers but less than 1,00,000.
• Macro-influencers are personalities with followers between 1,00,000 and a million.
• Mega-influencers are personalities with a million followers.

Tips for developing strategy in Influencer Marketing:

• Like any other campaign, the first step is to research. Zero down on a platform you want to start from; expand it later. Also, decide on the type of influencer you would pursue – micro-influencer, macro-influencer, or mega-influencer.
• As you have zeroed down the platform and the pay for influencers, the next step is to gauge the budget and strategy.
• The next step is to define small attainable goals and the subtle message of your brand.
• Defining a roadmap to accomplish your goals – use various analytics tools.
• Track and review your progress.  

11. Television Marketing

Television Marketing is a significant type of Digital Marketing for a business, as well. Prominent TV Commercials have ruled the advertising world for ages. These commercials could be a medium to market your brand, catching the eyeballs of a huge audience.

Televisions are one arena where you can attain your goal with ease. Perform comprehensive research; develop a strategy, and perform the final act. Customize your content by researching age, gender, dialects, and demographics and broadcast it on a specific channel.

Unlike other forms of marketing, Television Marketing is expensive and hence, is not fit for small businesses. The next obstacle is that people find ways to skip these commercials with the help of streaming services, DVRs, and piracy.

12. Landing Page Marketing

What is a Landing Page?

A Landing Page is a web page the users land when they click on an email, Google Ads, Youtube Ads, Facebook Ads, or Ads from anywhere on the web. Landing Pages emphasize “Call to Action” or CTA. They have an excellent lead conversion rate and are crucial to grabbing a lead or a sale. 

Types of Landing Page

• Lead generation Landing Page

This landing page has a basic form as their  “call to action.” The form collects primary details such as names, addresses, and contact info as a part of lead generation.

• Clickthrough Landing Page

These pages involve sales or subscriptions. The page has a button to redirect the user to the sales form page. The outcome of the page is the completion of a transaction.

Pre-requisites for a landing page

• Know the mindset of your audience.
• Provide the best offer to your audience.
• Forsee your buyer’s journey.

Scenarios for Landing pages:

• Directing people to subscribe to your newsletters
• To persuade people to events
• To promulgate a new product
• Promote resources like ebooks

Landing page Marketing is multifaceted and an effective type of Digital marketing for a business.

13. Radio Marketing

Radio marketing known as radio advertising involves promulgating products or services through radio broadcasts. This time frame when the products are promoted on air is called spot. The marketers pay well to the radio station for such spots. The types of radio marketing are Sponsorship Ads, jingle Ads, testimonial Ads, and personified commercials.

Significance

• There is a large audience out there listening to the radio,
• Radio is ubiquitous – in cellphones and vehicles; you can listen to it from anywhere.
• Radio Marketing is cost-effective.

Henry Harvin Digital Marketing Course

As we know, it is imperative to master Digital Marketing skills to thrive in the marketing industry. This requirement brings to light the need for a comprehensive course in Digital Marketing. We need a practical course which is up to date with current trends in the market, rather than a theoretical course. Henry Harvin’s Digital Marketing Course ranks first among the top Digital Marketing courses.

Benefits of Henry Harvin’s Digital Marketing Course

• The course offers 40 hours of live training and one year of free Bootcamp sessions.
• Attend the sessions with trainers having 10+ years of experience.
• Lifetime access to the live recordings
• An industry worth certification at the end of the course
• Assured Job and internship assistance on completion of the course
• Avail one-year gold membership of Henry Harvin Digital Academy that includes e-learning access.

Conclusion

In the current marketing scenario, Digital Marketing is no more an accessory but a necessity to thrive in business. Digital Marketing is a sea of possibilities, given the numerous types of digital marketing under the umbrella, and it is challenging to settle on one. Also, you shouldn’t implement all the types of Digital Marketing in one go. Don’t hyperfocus on one Digital marketing type manoeuvre with two or three types of digital marketing.

Ideally, combine content marketing, SEO, SEM, and social media marketing to promote your product.

Recommended Reads

• 10 Best Ideas for Digital Marketing for Beginners
• Is Digital Marketing a good career option

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