Digital marketing is defined by the use of many digital tactics and channels to connect with customers at a place where they spend most of their time: online. From the website itself, there is a spectrum of strategies under the umbrella of “Digital Marketing” – a business of online branding properties – digital advertising, email marketing, and beyond.
The best digital marketers have a clear picture of how each digital marketing campaign supports their excessive goal. And based on the goals of their marketing strategy, marketers can support a large campaign at their disposal through free and paid channels.
A content marketer, for example, can create a series of blog posts that will generate leads for your business. The social media marketers can help promote these blog posts through paid and organic posts on social media accounts of a business. Email marketers can create an email campaign to send people an email regarding your product/service. We will talk more about these specific digital marketers in a minute.
Here are some of the most common digital marketing strategies and channels included in each.
This is the processing of optimizing your own website to “rank” in search engine results pages, which increases the amount of organic (or free) traffic on your website. Channels are:
This word reflects the creation and promotion of material assets for the purpose of brand awareness, traffic growth, lead generation, and customers. Channels that can participate in your content marketing strategy include:
- Blog posts.
- Ebooks and whitepapers.
- Online brochures and lookbooks.
Promotes your brand value and your content on social media channels to increase brand awareness, drive traffic and generate leads for your own business. The channels you can use in social media marketing include:
Pay Per Click is a way to drive traffic to your website by paying the publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords, which allows you to pay for the top slot at Google’s search engine result pages at the “per click” value of the link you wrote. Other channels where you can use PPC include:
- Paid ads on Facebook.
- Promoted Tweets on Twitter.
- Sponsored Messages on LinkedIn.
This is a type of display-based advertising where you receive a commission on your website to promote someone else’s products or services. Affiliate marketing channels include:
- Hosting video ads through the YouTube Partner Program.
- Posting affiliate links from your social media accounts.
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