When it comes to digital marketing many business owners are unsure about what different forms of digital marketing are available to them, and which digital marketing services are best for their business.
We’ve put together this quick guide to the different types of online marketing.
What are the different types of digital marketing?
There are many different types of digital marketing and these different forms of marketing are often called different names by different marketing agencies. We have listed the main ones below:
- Google Ads (PPC)
- SEO (Search Engine Optimisation)
- Social Media Marketing
- Social Media Advertising
- Influencer Marketing
- Email Marketing
- Video Marketing
- Content Marketing
We can narrow this down even further to four categories of online marketing:
- SEM (search engine marketing – Google Ads (PPC) and SEO)
- Social Media
- Direct Marketing
- Content Marketing
Which type of digital marketing is best?
This is an age old question to which there is no right answer. The best answer to this question is another question – “what are you trying to achieve with your digital marketing?”
The best form of digital marketing for your specific business will depend on the following:
- What type of business you have – do you supply products or services?
- Who your audience is – are you selling to consumers or other businesses (B2B vs B2C)?
- What your business objectives are – do you want to create awareness around your brand or make online sales.
- What your budget is – different forms of online marketing have different costs.
- How quickly you want/need to see results – there are both short-term and long-term digital marketing strategies.
To really understand, and decide which form of digital marketing will be best for your business you need to understand your businesses marketing needs as well as the various marketing types and how they work. Any full service marketing agency should offer all of the digital marketing services mentioned above and be able to advise you on which will be best for your business in order to reach your marketing goals.
The different types of digital marketing explained
Search Engine Marketing (SEM)
Imagine people are searching for your products and services on Google, but because you aren’t making use of search engine marketing they find your competitors website and information instead of yours. This is likely happening.
Search engine marketing means using either Google Ads, where you bid against other businesses to appear on the top of Google’s search results pages (SERPs), or SEO, where you optimise your site to rank higher on SERPs organically.
Here is more in the difference between Google Ads and SEO.
Google Ads (PPC)
Google Ads (formerly Google AdWords) is a form of pay per click advertising is where you bid in an auction for a top ranking position on a Google search. You then pay each time someone clicks on your ad in the search results, which is why it is called pay per click.
While Google Ads are amazing at getting your business to the top of search results it is important to note that this digital marketing channel is budget dependent. Once your daily/monthly budget has been used up you will no longer appear on search results unless you appear organically as a result of SEO.
SEO (Search Engine Optimisation)
Search engine optimisation means optimising your website and content in order for search engines (usually Google) to understand what you do and match your site to relevant search queries.
This means creating content that contains words and phrases that people are searching for, and ensuring that the platforms where this content is posted are optimised in a technical manner as well. Technical SEO refers to website and server optimisation that help search engines crawl and index your site more effectively, and improve your ranking. This includes looking at site speed, ensuring your site is mobile-friendly, ensuring your site is secure, and much more.
It is important to note that while you don’t pay per click with SEO as you do with Google Ads, there can be costs involved in this organic strategy as well. It can take time, and technical knowhow, to optimise your web pages to rank on Google. You may want to look at hiring a full service digital marketing agency, or website development company, to assist you with the technical aspects.
Social media as a form of digital marketing that includes social media marketing (organic) and paid advertising across various social media platforms. Social media marketing means using social platforms such as Facebook, Instagram or LinkedIn to promote a product or services.
Social Media Paid Advertising
Social media advertising is effective in creating brand awareness and reaching new audiences who do not yet know about your product or brand. Unlike with Google Ads, where someone is already searching for your product/service, paid advertising on social media allows you to reach a selected audience based on interests, behaviours and demographics. This makes social media ads perfect for creating awareness as you can reach people who don’t yet know about your brand/product/services. Social media is also a great lead generation tool – Facebook and Instagram work wonders for selling consumer products where LinkedIn is the best platform for generating B2B leads.
What is content marketing? The Content Marketing Institute describes content marketing as follows:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
The goal is to create valuable content that your customers (or potential customers) are actually interested in, rather than just pushing promotional adverts. This means creating content that people actually want to consume, rather than avoid. It is a subtle way to draw people to your business through content that is of interest to them.
Content marketing can take various forms from including blog articles, videos, or even infographics – as long as it will be valuable to those who see it. This content is then distributed your desired audience using various digital channels such as email newsletters, WhatsApp, or social media.
This brief explanation of the different types of digital marketing should make it easier for you to make an informed decision about your business’ digital marketing strategy going forward.
If you still need help understanding exactly which marketing platform is right for you contact us at MBG Media! Alternatively, you can view our digital marketing packages on our website.