Digital marketing is crucial for every business, regardless of size, stature, or industry. And while many business owners recognize the importance of building a strong web presence, they don’t exactly understand the way digital marketing works.
There are many types of digital marketing, and each deserves its own individual, dedicated strategy. Here are four types of digital marketing where your business should consider making an investment:
Search Engine Optimization
Studies have shown that 95% of site traffic goes to sites that appear on the first page of Google search results, and roughly 67% of all clicks go to the first five listings on that first page.
As a result, search engine optimization (SEO) may be the most important of form of digital marketing. A strong SEO program allows you to increase your chances of appearing higher in organic search engine results pages (SERPs).
However, there are many facets of SEO. You have to consider local results, mobile results, a thorough research-based keyword strategy, best SEO practices for on-page elements, and so much more. If your business is just starting an SEO program and you’re on a lean budget, it’s possible to learn SEO basics yourself. However, if you want to focus on building the brand and honing in on your core audience, you should consider hiring a third-party agency.
The ideal agency depends on your company. If you are a medium-sized regional business looking to grow quickly, then you may want to work with a digital performance marketing agency like Silverback Strategies.
But size is just one factor. If you are just opening a boutique hotel, for example, you may want to work with agencies who have experience developing SEO strategies for hospitality-based businesses.
Content marketing is the area of digital marketing that focuses on the creation and distribution of valuable content to a targeted audience. Content marketing hits several marks at once: it develops brand authority, increases SEO, and provides value to your site visitors.
A new content marketing campaign is often executed initially through blog posts. Blogs are all about storytelling and connecting with your customers in an approachable, interesting manner.
There’s nothing to better demonstrate the importance of a topic than sharing some reliable statistics. Here’s a few content marketing stats you should know:
- Sixty percent of marketers create at least one piece of content per day.
- Content marketing leaders experience 8x more growth in unique site traffic than content marketing followers.
- Companies with content marketing strategies have conversions rates that are 6x higher than those that don’t.
- On average, content marketing costs 62% less than traditional forms of marketing, but generates three times as many leads.
While public relations isn’t necessarily a core component of digital marketing, a good PR program can have a dramatic influence on your digital marketing efforts. Through public relations, you’re working to get your business mentioned in relevant newspapers, magazines, blogs, and other publications, both in print and online. The right PR can give you faster exposure, create valuable backlinks to your website, amplify your network of contacts, and put your business on the map.
Influencer marketing is a powerful way to grow any digital marketing program. Having an influencer marketing campaign means you get to touch every aspect of your overall strategy: it complements content marketing, SEO, and PR.
Here’s how it works: you identify some of the most relevant influencers (micro-influencers — people who are very popular in a specific niche field or topic, but may not be well-known outside that milieu; or macro-influencers, who may have very large audiences and be independently famous outside of a specific niche) that you believe would make good partners for your business. Reach out to them about promoting your product or service. Micro-influencers may become your brand advocate in exchange for free product; bigger influencers will often want cash to promote your product.
In today’s digital marketing world, influencer marketing is becoming much more prevalent. Businesses large and small are taking advantage of this unique way of reaching people. Studies have shown that consumers are more likely to purchase something if they true the person who provides a recommendation — people trust influencers. Check out this list of some of the best influencer campaigns for inspiration. Be aware, however, that there are federal laws governing disclosures for influencers. Make sure you’re up to speed before you start pitching ideas to influencers big or small.
Good luck on you next digital marketing campaign!