Digital marketing is characterized by the use of multiple digital methods and ways of communicating with consumers through the most popular and convenient online channels. From the website to online advertising, email newsletters, social media communities, and more.

There is a wide range of areas that have to do with digital marketing.

The most competent professionals clearly understand the mechanics by which digital marketing tools help businesses reach their goals. As part of companies’ marketing strategies, professionals have a wide range of opportunities to promote through the various channels in their arsenal.

For example, a content manager creates a series of publications on a corporate blog. They help to attract potential clients with the help of detailed PDF instructions written by a company expert.

An SMM specialist could take care of promoting the blog posts with advertising and viral reach in the corporate social media accounts.

An email marketer can create a newsletter with additional information about the company which 

Types of Digital Marketing

Let’s take a brief look at some of the most common types of digital marketing and the techniques that go into it:

SEO

SEO has been successfully used to promote websites and blogs. Relatively recently, it has become possible to SE-optimize social media accounts and communities.

There are several ways to use SEO to generate quality traffic to a website. They include:

External SEO

This type of SEO refers to anything that happens off-site. For example, inbound links, also known as backlinks. The number of resources that link to your site, their relative authority, all affect the promotion of your site.

Through interactions with other resources, writing guest articles with active links to your site, as well as attracting external attention, the link mass needed to promote your site is formed.

It is worth noting that in the past, external promotion used to play a more significant role, but is now just one of the many factors that influence ranking.

Technical SEO

This type of SEO refers to what’s “under the bonnet”, that is, in the back-end – the software basis of a website. It plays a role in how pages are coded, how images are compressed, how data is structured, and how CSS files are optimized.

In other words, everything that affects how quickly your site loads and generates a positive user experience. These are very important factors for search engines.

If the CSS part seems confusing for you, there are options on the market that can offer you a more convenient experience. Make sure to check this one out. You will find the list of the best page builders in 2021.

Content Marketing

This refers to the production of content and a set of promotional measures. This ensures that the company is recognized, attracts the attention of the target audience, and helps to generate leads and increase sales. The following methods can be used either individually or in combination:

Blog Articles

Writing and publishing articles on a company’s corporate blog allows you to showcase professional industry expertise and helps generate organic search traffic. This eventually converts website visitors into leads and then customers.

E-books, PDF Tutorials, Checklists

This kind of material helps website visitors solve their problems. Importantly, such lead-magnets allow you to swap content for users’ contact information and sign them up for Email and messenger newsletters.

Contacts can also be used for retargeting and for customizing ads to lookalike audiences.

Infographic

People often want to be shown rather than told. An infographic is a form of visual content that helps visitors to a website quickly and easily visually absorb complex or voluminous information.

It is worth noting that infographics are willingly shared on social media. Consequently, when it is branded and has contacts listed on it, it increases reach, builds brand awareness, builds an expert image, and attracts additional free traffic. 

SMM

It promotes a brand on social media networks, increasing brand awareness, reach, and traffic, improving conversion rates in the sales funnel, and creating conditions for effective lead generation. 

If you are new to SMM, there is a great article to get you on track fast.

The Role of Digital Marketing

Digital marketing allows you to monitor the effectiveness of all digital activities, something you can’t do with offline advertising. When placing an advertisement in a newspaper, it is virtually impossible to measure exactly how many readers paid attention to the banner. And it is quite difficult to know whether the ad has had any impact on any sales. One way or another, you can always strive for new tips on the web.

With digital marketing, it is almost always easy to measure the profitability of marketing. For example:

Resource Attendance.

With the help of analytics services, it is always possible to determine the number of users visiting a website. Along with other data, you can determine how exactly they got there, how long they stayed, and what device they used to enter. Even how exactly they browsed the pages, where they held their attention, what places they scrolled and what they clicked on.

Such information helps prioritize your activities and optimally distribute resources between them, based on the number of users and their actions on the website. For example, if only 10% of total traffic comes from SEO, the need to invest in this channel to increase its effectiveness becomes evident.

With offline advertising, it’s often difficult to understand exactly what the process of consumer interaction with a brand looks like before they interact with someone in person or purchase something.

With digital tools, it’s easy to identify trends and patterns in people’s behavior before they even reach the final stage of the customer journey. This means that more informed decisions can be made about how to more effectively engage audiences in the sales funnel and manage conversions.

Content Effectiveness and Lead Generation

You can print flyers about a product and put them in letterboxes. This is content, albeit an offline option. There is a problem: you don’t know how many potential customers have seen this promotional material, and how many have thrown it away.

If you put the information in electronic form, for example, a PDF document on a website, you can measure the number of users interested in it, and get the contacts of those who downloaded it using a form. You can measure exactly how many users such information attracts and generate leads that convert into customers.