- Social media marketing (SMM)
Almost everyone is on social media. While Facebook is still the largest social media platform in the world, it has been loosing ground with younger people. With more than 300 million users, Twitter is still going strong. If younger audiences are your market, you might be better off using SnapChat or TikTok. Instagram can be an effective platform to engage with your audience by using Instagram Influencers to market your products. Brands have also been using Pinterest to sell their products and share content. While LinkedIn gives work professionals a place to connect with colleagues and business associates.
With SMM, companies promote their products and services by sharing news and information and engaging with followers, customers, prospects, fans, partners—and even competitors—on social media platforms. SMM can increase brand awareness and give your marketers a place to connect with highly targeted prospects. You can even engage with these prospects directly by using social media.
Each social media platform is different, and they all have their own unique features and strengths. Instagram and Pinterest, for example, rely upon visuals. Facebook allows you to highly target customers based upon the groups they join and the pages they follow. Twitter gives you only a limited amount of space to make a point, but the right hashtags can help your tweet show up in multiple streams.
Over time, more and more platforms will emerge with different features. Marketers will have to adapt their methods to make the most of the platforms available.
- Content marketing
The old saying goes that content is king. Well, the monarchy is truly thriving in digital marketing. Content marketing gives you the chance to connect with prospects and customers, and tell them the story of your brand. The more personalized your content is, the more likely it will interest, intrigue, and hold your audience’s attention. However, your content must provide some sort of value for its audience. They need to take something away from it to build up brand awareness in their minds and increase the likelihood that they will do business with your company.
Content can take a variety of forms including—but not limited to—emails, landing pages, infographics, ebooks, white papers, banner ads, videos, texts, radio and TV commercials, newsletters, press releases, articles, blogs, and digital post cards. It can be used across a variety of channels. But it’s important that all of your content, regardless of its format or type, uses a consistent voice and messaging that properly reflects your brand and business. With content, you are having a conversation with customers and prospects. Think hard about the impression you wish to make.
- Search engine optimization (SEO)
SEO refers to the process of optimizing content and websites so that they appear higher and more frequently in organic search results. Your SEO results will depend on two key factors: keywords and page optimization. Using researched keywords and keyword phrases smartly throughout web content will improve your SEO, as will organic link building from high authority third-party pages that drive links back to your site and content.
- Pay-per-click (PPC)
PPC advertising refers to paying for each click on a link to a website. Search engines and most social media sites offer opportunities for PPC. Your ads will appear in the feeds of the prospects and customers that you target. The more effective an ad, the more success you will achieve.
- Search engine marketing (SEM)
Search Engine Marketing is a type of PPC advertising, though many marketers set it apart in its own category due to how important it can potentially be. It involves paying a search engine for showing marketing messages within its search results for specific keywords.
- Display advertising
Marketers can place relevant ads on third-party sites to reach more prospects. Such ads can include banners, boxes, video ads, and interactive ads that link back to one of your websites.
- Affiliate marketing
Affiliate marketers earn a commission for promoting your products and services. It is a performance-based type of marketing, as the more visitors and customers these marketers bring in, the more money the affiliate will earn. Note that many bloggers are also affiliate marketers, as they use their blogs to promote different products and services.
- Email marketing—marketing automation
This is one of the oldest and best-known forms of content marketing. Through various interactions with your customer base, you collect information about their preferences and gain permission to contact them through their email addresses. You can build an entire email mailing list, or perhaps more than one.
You can email prospects and customers offers, information about your products and services, news about your company and events, customer success stories, links to case studies and white papers, and more. You have to strike the right balance between sending too many emails and not sending enough. And to help ensure that your emails are read—and not deleted right away—make sure that the content offers something of value and is as personalized as possible.
- Text messages
While marketers can reach their audiences on their phones via other channels, text message marketing can be more direct and to the point. You can send only a brief message, and it needs to be concise and effective. Short message service (SMS) refers to text messages that are simply text. Multimedia messages (MMS) includes various types of media, such as videos and gifs. Both can be used effectively in your marketing strategies.
- TV and radio advertising
People watch TV and listen to songs using their digital devices all the time. Some have Netflix, Hulu, YouTube, and iTunes on their phones and tablets for just those purposes. Smart TVs, while not mobile, are also considered digital devices, due to their internet connection.
Although audiences may be watching and listening on smaller devices,traditional TV and radio advertising is still a viable way to reach people. As always, your advertising must be relevant, offer value, and strike the right cord to forge a connection with people.