Digital marketing encompasses all electronic form of advertising including SMS, Radio, TV e.t.c and online marketing. Online marketing is an effort to promote your product and services and spread a message about your brand using web services. The methods and techniques used for online marketing are email, SEO, website, social media and paid ads.
Online Marketing Channels
- Organisation Website
- Social Media Marketing
- Search Engine Optimization
- Search Engine Marketing
- Pay-per-click Advertising
- Email Marketing
- Content Marketing
- Affiliate Marketing
A website is the centrepiece of all digital marketing activities. Alone, it is a very powerful channel, but it's also the medium needed to execute a variety of online marketing campaigns. A website should represent a brand, product and services clearly and memorably. It should be fast, mobile-friendly, and easy to use.
The is probably the most important part of your online marketing, as its where you direct customers, collect and analyze data, and measure your ROI.
Social Media Marketing
We all know social media and its influence on our society. To just put things into perspective, did you know that an average person spends more than 3 hours on social media every day? This is a global community and businesses has an opportunity to promote their brands.
Social media marketing is a way to promote your brand on social media sites like:
Through content in the form of text, video, images and books. The primary goal of a social media marketing campaign is brand awareness and establishing social trust but as you go deeper into social media marketing, you can use it to get leads or even as a direct sales channel. And it takes time to develop that trust and relationship with your audience but it pays off in the long run.
For example, you can create brand awareness by promoting your account and creating interest and engagement. Building a following through an interested audience who have engaged or followed your account, and after you have developed enough audience and you can now pitch to them, thereafter you grow your audience and create more buzz around your brand.
Search Engine Optimization
SEO is a way to get traffic or engagement on your site through organic means by optimizing your website to rank high on search engines result for a specific set of search keyword terms. And it's probably the most important way to get and retain most valuable customers.
SEO has sub-processes that can allow you to rank high on search engines, these are:
- On-page SEO: This type of SEO focuses on all of the content that exists “on the page” when looking at a website. By researching keywords for their search volume and intent (or meaning), you can answer questions for readers and rank higher on the search engine results pages (SERPs) those questions produce.
- Off-page SEO: This type of SEO focuses on all of the activity that takes place “off the page” when looking to optimize your website. “What activity not on my website could affect my ranking?” You might ask. The answer is inbound links, also known as backlinks. The number of publishers that link to you, and the relative “authority” of those publishers, affect how highly you rank for the keywords you care about. By networking with other publishers, writing guest posts on these websites (and linking back to your website), and generating external attention, you can earn the backlinks you need to move your website up on all the right SERPs.
- Technical SEO: This type of SEO focuses on the back-end of your website, and how your pages are coded. Image compression, structured data, and CSS file optimization are all forms of technical SEO that can increase your website's loading speed – an important ranking factor in the eyes of search engines like Google.
Search Engine Marketing
SEM is a paid search marketing process. Much like SEO but you paid to have your website appear on search engines for specif search terms.
Par-pay-click is an online advertising model in which advertisers pay each time their ad is clicked. Essentially, it's a way of buying visits to your site, rather than attempting to “earn” those visits organically.
You can run PPC campaigns on Google ads, where your ads are displayed on top of the search engine results and you pay every time a user clicks on the ad. You can set up PPC campaigns on Google, Bing, LinkedIn, Twitter, Pinterest, or Facebook and show your ads to people searching for terms related to your products or services. PPC campaigns can segment users based on their demographic characteristics (age, gender etc) or even their particular interests or location. The most popular PPC platforms are Google Ads and Facebook.
This is one of the most effective digital marketing channels used to market products and services. Mostly used to send content, promotions, events or newsletters to customers or direct them to the website.
A lot of people confuse email marketing with spam email messages we all receive per day, but that's not what email marketing is all about. Email marketing is the medium to get in touch with your potential customers or the people interested in your brand. Many digital marketers use all other digital marketing channels to add leads to their email lists and then, through email marketing, they create customer acquisition funnels to turn those leads into customers.
If done well, you can build trust and get return sales every time you send an email to your customers.
This is a way to promote your content assets prospect for lead generation, brand awareness and customer acquisition. Content is usually published on a website and then promoted through social media, email marketing, SEO, or even PPC campaigns
Content marketing as evolved, and changed into more than just lead generation but as a way to bring value to the customers, which in turn creates trust, trust can then lead to recurring customers, referrals and sign-ups.
One of the channels for content marketing is through blogging, which is the most important form of content marketing and can be in the form of text, images and video. And can inform users that you an expert in your filed and creates trust, and builds an audience that later can produce profitable customer actions. Other channels includes ebooks, online courses, infographics, podcasts, and webinars.
Affiliate marketing provides a way to let others market your product at a commission after purchase. Usually, this can be through blogging or social media as an influence or a blogger. One of the things that affiliate marketing is best at is to create recurring customers and scale. People who follow or read the content of the influence are more likely to trust what they recommend than if they see it in an ad.
Remember Digital marketing is an umbrella term for a form of advertising using electronic devices and techniques. And online marketing is also a form of digital marketing that uses Internet services to promote product and services. Online marketing can be done using techniques and tools such as Organization Website, Social Media Marketing, Search Engine Optimization, Search Engine Marketing, Pay-per-click Advertising, Email Marketing, Content Marketing and Affiliate Marketing. A combination of all these techniques are tools, can help you create brand awareness, generate leads and build a strong customer base.