Digital marketing is a term we are all familiar with – although when it comes to explaining it, it’s some kind of minefield. If you’re wondering what online marketing methods will best help to promote your company, don’t stress! After reading this guide, you should have some clarity on the most popular types of digital marketing you should consider and be able to make the best choice for your business strategy.
Here are the most popular methods which are trending in 2017:
1. Search Engine Optimisation (SEO)
In the simple words of marketing guru Neil Patel, ‘SEO is the process of optimising your online content so that a search engine likes to show it as a top result for searches for a certain keyword’. A carefully put-together SEO strategy can put your website in a tremendously advantageous position that will attract an audience that has the right intent. In fact, 61% of marketers say that improving SEO and growing their organic presence is their top inbound marketing priority.
It’s become increasingly challenging to keep up with Google’s very-evolving algorithmic updates, but firms like Click Consult can help improve your current tactic.
2. Pay-Per-Click Advertising (PPC)
Apart from the widely known PPC advertising options you can exploit from popular search engines, almost all social networks offer the opportunity for pay-per-click advertising now. Pay-per-click can generate fast traffic based on interests, keywords, locations and even device usage. It lets customers see your ads first, allowing you to attract targeted visitors which can convert into sales to keep your business growing. Over the past year, PPC has seen a rise in influence search results.
This type of marketing is quite a short-term remedy that relies on your immediate funds, so make sure you have an adequate budget for it to be worth the time and energy.
3. Social Media Marketing
Social media marketing is one of the most popular methods to date. All businesses are using social media platforms like Twitter, Instagram, Facebook, YouTube and LinkedIn to grow their audience and promote their products and services. Sharing information and engaging with followers, fans, partners and competitors is now seen as vital for long-term online success to build and keep your audience engaged.
A credible digital marketing company can help you to increase your brand awareness on these well-known platforms if you do not have the time or money to spend on social networking. Engaging in social media marketing is a must for any business today.
4. Content Marketing
Content marketing is the art of using storytelling and engaging information to increase brand awareness with the goal of gaining profitable consumer action. In 2017, without quality content, you’ll be fighting an endless battle. People are yearning for more in-depth and informative pieces of information.
Businesses should use content marketing strategies to educate the consumer by delivering consistent and valuable information. This type of marketing can be combined with a few of the other listed methods to attract an audience that will engage with your brand.
5. Influencer Marketing
Influencer marketing content delivers 11 times higher ROI than businesses adopting traditional forms of marketing. This type of marketing involves the hiring of a celebrity or a well-known blogger to sell or promote your product or brand. You will often see the likes of Kylie Jenner or Megan McKenna from The Only Way Is Essex promoting detox teas, clothing brands or their own businesses. This type of advertising is becoming more and more popular, with many make-up artists and athletes also getting involved in endorsing other makes.
6. Email Marketing
After a short slump in email marketing over the past few years, it’s on the rise again in 2017. It’s one of the most effective methods when trying to connect with your audience; it helps you build subscribers and a direct relationship. More and more marketers are using promotional offers or free samples and courses to help gain consumer interest and trust in their products.
7. Mobile Marketing
On a similar concept, many marketers have begun to focus on mobile marketing; this information is received on a mobile device through apps or SMS. Have you ever received a text from Pizza Hut and been enticed by a cheeky ‘25% off’ or had a notification pop up through your River Island app that there’s a sale on?
It can be effective for any business and can instantly grab the attention of their subscribers. More department stores are now adopting this practice and are sending information directly to the customers via SMS or WhatsApp rather than email.
8. Video Marketing
With the enormous growth of YouTube, Snapchat and other video platforms, it is only natural that the rise of audiovisual content will continue this year. The key to taking advantage of this is by creating or sharing useful content with your target audience and focusing on your brand story.
Videos are the future of written marketing; they are a great way to reach your audience in less than a minute. Many internet users now spend most of their time watching videos rather than reading. Although video platforms like YouTube, Facebook and Instagram have been around for a while and have been posting video ads, Google has also recently entered the online video ad club which will further enhance the spectrum of online advertisements.
9. Conversion Rate Optimisation (CRO)
Conversion rate optimisation helps to track user behaviour on your website and make reliable data-based adjustments. A digital marketing service provider would typically use this technique to analyse and monetise a website’s existing traffic.
It involves the adjustment and optimisation of elements of your webpages using techniques such as A/B testing to drive your users to the desired end goal. CRO works in a very similar nature to SEO but instead of improving search results, it promotes the website itself. CRO is tipped to become a more widely adopted practice in marketing strategies for 2017.
10. Inbound Marketing
This can be a very powerful form of online marketing. It involves creating relevant and valuable content, optimising it and distributing it across a variety of channels. The aim is to attract new audiences to increase brand awareness.
According to the 2017 State of Inbound report, 63% of marketers admit that their top challenge is to generate enough traffic and leads. If an online consumer is finding your product on a number of sources, it will boost the brand’s credibility and they are more likely to trust you and return to your page in the future.
11. Viral Marketing
Similar to how Kim Kardashian broke the internet in 2014 with her nude cover for Paper magazine, this type of marketing is when you turn a campaign into an online hit overnight. The method of the madness is to create marketing material around a popular topic, get it shared and distributed, and make it a trending topic.
Viral marketing can produce unrivalled immediate results such as a huge spike in traffic to your website. There are more and more digital service providers who now specialise in getting you trending, and even social media influencers who you can reach out to for assistance.
There isn’t a one-size-fits-all best practice when it comes to digital marketing. Many of the types listed above interlink with each other and will work together in optimising your online appearance. If you can strategically select the right types of marketing to focus your efforts, you will be able to expand your reach or bring in a more targeted customer base. Once your users trust you as a source of information, they can be converted into lifelong customers and users of your brand.
Have you used any of the methods above? Share your thoughts in the comments section below.