The term digital marketing is a catch-all term to describe activities promoting a business’ online presence. Whilst you can choose to do different types of digital marketing, you may find yourself stretched thin if you don’t know what you’re doing – or choose to do it alone! Recruiting the services of an experienced digital marketing company can alleviate this stress and allow your business to benefit from expert help. However, there are a few different routes you can go down, and we’ll discuss some of the most common types of digital marketing today.

SEO (Search Engine Optimisation)

Search Engine Optimisation is the process of optimising your website to be found more easily on search engines for relevant searches. If you were an electrician in Newcastle, for example, you want to be found for search terms like ‘Newcastle electrician’. We can assume that anyone searching that term lives in or around Newcastle and needs an electrician, and if that’s the case, they need your services! By carrying out an SEO campaign, you can rank higher for these relevant terms, ensuring you’re seen over competitors.

If you’re after a powerful, long-term strategy, SEO could be the perfect choice. If your business is prominently placed across multiple search engines, it increases brand trust and visibility. This in turn increases the chance that a user clicks on your result over a competitor. SEO best practices also encourage having a fast, user-friendly website, which consequently will improve the user experience of your site!

PPC (Pay Per Click)

Pay Per Click advertising is what it says on the tin. Adverts where you pay whenever someone clicks on one! You can run these ads on most search engines, primarily Google. These ads are something of an SEO shortcut, allowing you to appear at the top of results pages. However, you need to pay for these rather than doing it organically, which is the drawback of PPC. You can get your website seen easily without waiting months (or years!) to see it reach there organically.

The amount you need to pay per click will vary depending on what search terms you’re bidding on. For example, terms related to the legal profession or recruitment (amongst others) cost a lot more than other keywords, largely due to the competition within these fields.

Google offers a couple of options when launching PPC campaigns, which you may discover if you try and create your own. However, you may find the options very limited or confusing if you go in blind. We would recommend contacting a PPC agency or specialist to assist with getting the maximum return on investment.

Social Media Marketing

There are two sides to social media marketing, whatever the platform you choose to use. Paid and organic – paid means paying for adverts to appear on the platform, and organic is just posting to a profile. Both types can have impact, but paid social media ads have the advantage of being able to be targeted. If you know the demographic of audience you want to reach, you can choose to do that using the platform’s in-depth targeting options. You can split an audience down by age, gender, job, interests, location and more on most platforms. As long as you know your audience, you can make sure your ads end up in front of them.

One disadvantage of social media marketing is that you may be delivering an advert to someone who has no interest at that time. With Google, the user is actively searching for the chosen keyword, but there’s no such guarantee with social media. You can target relevant demographics, but they may not be interested at that time when they see the ad. However, social media is another great way to reinforce your brand, generate trust and drive conversions. Consequently, we would recommend having well-managed social media profiles as people often check there before committing to anything.

Email Marketing

Email marketing is a powerful tool, with a very high conversion rate. However, there is a strong caveat with this form of digital marketing. You should have an existing database of customers that are happy to receive your emails. These customers have agreed to give you their details AND have a vested interest in your business. You can purchase email lists online, but these often don’t include valuable leads. These people didn’t sign up for your content and may block your account.

Ensure your website has a newsletter sign up form on it, and once you start seeing details roll in, you can begin a campaign! There are lots of faces to consider when creating emails, from subject lines to designs. Once you start sending out emails, you can review the data and make tweaks based on performance.

What kind of digital marketing is right for me?

If you have no idea where to start with digital marketing, why not chat with us? Our digital marketing team are happy to have a quick, no obligation chat to see how we can help.