As a digital marketer, the business you handle may have many business goals, so it’s essential to understand the branches of digital marketing to achieve these goals. Each of these categories of digital marketing has a precise role to play in your business.
Here are some of the most common digital marketing types and the objectives involved in each one. Let’s begin
Search Engine Optimization (SEO)
Search engine optimization (SEO) is the process of optimizing your online content or business so that when a user searches a certain keyword, your content or business pops up as a top result for searches on the search engines.
Let’s say you run a business that sells flowers online in Delhi. So, when a user searches “online flower delivery in Delhi”, your business of flower must appear on the first page of Google.
Do you see the top search results for the keyword “online flower delivery in Delhi”? Here, users are more likely to click on the links that are on the first page of searches. If your business is not optimized for keywords, it won’t appear as a top search result on search engines.
Let’s ask stats why SEO is so crucial for a business.
Statistics tell that people of the earth (Maybe in the near future, we can include Mars. Sarcasm!) conduct more than 2.2 million searches every day just on Google. This number will be even more if you add searches on other search engines too. You can now think of the gravity of SEO for business.
Search Engine Marketing (SEM)
There are two ways your business can rank higher on Google; the first one is SEO that we discussed above, second is Search Engine Marketing (SEM). SEO is for unpaid or organic results, whereas SEM is for paid or inorganic results. Let’s again consider the example of the flower shop to understand it. When a user searches for the keyword “best flower delivery in Delhi”, Google shows the results related to the flower businesses.
Have you noticed that the search result in the above picture is labeled as Ad? These are the paid or inorganic results. When a user clicks on the paid result, Google charges your business some money. This is why it is called Search Engine Marketing.
A report says, in 2019, Google’s revenue amounted to almost 134.81 billion US dollars through search and display ads. To quickly rank high marketers often invest a portion of the marketing budget in SEM.
According to CMI, Content marketing is the process of creating and distributing valuable, relevant, and consistent content to attract and acquire the target audience – to drive profitable customer action.
In short, instead of pitching your products or services, you deliver information that makes your buyer more knowledgeable and helps in reaching their daily goals. The essence of content marketing is the belief that if you, as businesses, deliver consistent, ongoing valuable information to the target audience, they ultimately reward us with their business and loyalty.
For example, An agricultural equipment manufacturer marketing team can create content that educates farmers about organic farming and other farming techniques. This will help farmers produce more agro products.
Social Media Marketing
Social media, as the name suggests, it’s a type of marketing that involves content creation and distribution through social channels to drive user engagement and sharing. In other words, social media marketing is all about listening to what your customers have to say, engaging in the conversation, and sharing valuable content on social media platforms.
Be it Facebook, LinkedIn, or Instagram, social media is one of the best ways to connect with people. Today, in 2020, social media has 3.8 billion users worldwide, which is more than half the world’s population. A study says that a person spends an average of 1 hour daily on social media.
With the growing numbers, it becomes indispensable for a business to be on social media to augment brand presence, drive traffic, and generate leads.
Smart passive income defines it as – Affiliate marketing is the tactic of earning a commission by promoting other people’s (or company’s) products. When you find a product you like, you promote it to others and earn a piece of the commission for each sale that you make.
In other words, affiliate marketing is a type of online marketing where a person partners up with your businesses to receive a commission for the traffic he/she generates for this business.
Let’s take gadgetsnow.com as an example. Gadgetsnow is a tech news site that provides information about new gadgets. In the above image, when a user clicks on the buy now button, it takes him to Amazon. And if that person buys a product through this link, Gadgetsnow receives a commission from Amazon.
If you are a blogger, including an affiliate link to your blog, will work well for you.
Have you given a thought about the emails you receive from different brands? Why do they send you emails regularly? Whether it’s an offer email from OLA or a snapshot of a news article from The Hindu, your inbox is always flooded with these emails. Well, this is the practice of email marketing.
Email marketing is still one of the most popular types of digital marketing that encourages customers to interact with your brand. Companies often use it to promote content, discounts, and events, as well as to direct people toward their website. In a more profound sense, email marketing is used to build relationships with your customers.
You must have come across Instagram profiles of an individual who are not celebrities but have huge numbers of dedicated social followers. Yes, they are influencers.
Influencer marketing is a type of marketing that involves a brand collaborating with an online influencer who endorses its products or services on social media.
Individuals who have a dedicated social following are viewed as experts/influencers within their niche. Due to the high amount of trust that influencers have built up with their followers, Influencer marketing is considered an effective way to reach the brand’s potential customers.
These are the most common types of digital marketing to give you a solid starting point. You don’t necessarily have to start with all the given types at the same time. But yeah, you can choose a few that you think might suit your business best.