Many people think that digital marketing is a new concept.
When in reality, digital marketing has been around for years and it's only becoming more powerful with the advent of social media.
This blog post will help you understand the different types of digital marketing so you can choose the best marketing strategy for your business!
Also as an added bonus, I'll be giving you my secret tips (that I haven't shared anywhere else) from the years I have spent in the digital marketing industry.
PS. If you get stuck of have any questions, simply leave a comment below and I'll do my best to help you out! – Michael
What Is Digital Marketing?
Digital Marketing marketing in spaces that will reach your customers through a digital medium such as the Internet, Television commercials, radio advertisements, News editorials, etc.
Any advertisement that is available through a digital device is considered Digital Marketing.
“But Michael, I thought the Internet was the only Digital marketing platform?”
Well while that used to be true by today's definition of digital marketing, most broadcast and traditional media companies are highly invested in the digital space. This generally means if you are using one of these platforms for promotion, you might get shared across their other platforms.
Just check out how many Youtube subscribers the BBC news has.
Remember, just a few years ago they were only a TV station, now they reach more people than ever via their online presence.
Here are some of the common types of Digital Marketing available today:
- SEO (search engine optimization)
- Content Marketing
- Email Marketing
- Influencer Marketing
- Social Media Marketing
- Affiliate Marketing
- Radio Marketing
- Television Marketing
- Instant Messaging
- Pay Per Click Advertising
Keep in mind that the digital landscape changes every day so some methods may change.
Why Digital Marketing Over Other Methods?
Since July 2021, data shows over 4.48 billion people are using social media in one way or another, that is nearly 57% of people in the world!
It's clear that if you want to run a business in this day and age, you need to have digital marketing as part of your marketing strategy.
In fact, since the pandemic has become a part of our daily lives, Digital marketing has exploded. Even more physical businesses such as restaurants and have been successful online on Instagram as Pop-Up restaurants.
Am I saying the traditional forms of marketing are dead? Far from it.
The kind of marketing you get from personalized banner printing, flyers, merchandise, billboards, etc are all critical for getting brand impressions.
And we all know how important those are when it comes to the overall success of your business.
It's just that the internet is also home to a number of practical tools that can track your ROAS (Return on ad spend) better. When you have a billboard up on the street, you can only get vague numbers of how many cars drive by. However, with digital marketing, you know EXACTLY what each view is costing you, as well as how much each conversion is costing.
It's all about the numbers and in the end, digital marketing gives you an amazing amount of analytics compared to any other medium.
The 10 Types Of Digital Marketing Strategies
Digital marketing is a method of reaching customers and capturing their attention by using electronic tools. There are many strategies for digital marketing and in this post, we will include:
The following are the most effective and popular Digital marketing strategies used by businesses today.
1. Have A Website (Difficulty: Easy)
Did you know that nearly 30% of small business owners don't have a website in this digital age? Most of the time they think it's ok to simply have a Facebook or Instagram page. This couldn't be a bigger mistake.
There are 2 digital assets that you are 100% in control of. 1 is your email list, the other is your website domain name. Websites are a useful tool for any business, as they can establish credibility and brand awareness. Websites also help generate leads because of their ability to be indexed by search engines such as Google.
Here are just a few reasons why you should have a website:
- Build credibility and brand awareness for your business.
- Store information about products/services, company history, and more.
- Turn browsing visitors into buyers.
However, the major reason why you should have a website is for BRANDING!
Your website should be the first thing that pops up in Google when someone searches for your business name. The last thing you want is for your main competition to show up on Google for people who are actually looking for your website. Just be aware that just having a website doesn't mean you will rank for your brand name, you will also need Search Engine Optimization (or SEO for short) that we will cover later on in this article.
Tools To Start Your Website
At Tomoson, we found that most people who don't already have a website simply don't know where to start and think it's too difficult. However, in 2021 it is actually really easy to start and maintain a website. In fact, the companies listed below are the easiest companies to use, without having to worry about hosting or any of the background technical know-how you use to need.
ClickFunnels – Best For: Generating phone calls and leads
First up on this list is ClickFunnels. ClickFunnels is a sales page builder that allows you to create beautiful websites that actually convert visitors into paying customers. It is also super simple to use with many proven built-in templates and support. Best of all no technical skill is needed to get started. Everything is drag and drop. No coding or technobabble. If you know how to post a photo to Facebook, you can build a website in ClickFunnels.
Shopify – Best For: Creating an online store
Next on our website tools is Shopify. Shopify makes it easy to get started setting up an eCommerce website. Just like ClickFunnels, it is super easy to use with lots of plugins to add the features your business needs all with an easy-to-use interface. There is also a ton of handy how-to guides on Youtube that you can watch so you will never be left in the dark with those burning questions.
2. Content Marketing (Difficulty: Easy)
Content Marketing is a broad term regarding the creation and sharing of videos, images, and articles on a digital medium. Most small business owners think that they will be at a disadvantage or that their job is too boring for people to watch or read about.
They are scared to reveal secrets from their trade and if they do, they will lose business.
I'm here to tell you that sharing what you do with little tips online increases brand trust and people will be more likely to follow you.
And I don't mean “we have a special this week” kind of posts, I'm talking about everyday informative posts.
It doesn't even have to be difficult or complicated. Here is an example for a local business called Quickbitz:
This is a local car mechanic sharing a post from his personal profile. He is sharing his knowledge with his audience and as you can see people are having a conversation about it. From here he can post a video into local groups, repost it on Youtube shorts, and so on.
This builds trust with your audience as they are getting some quality advice from an expert.
Another example is from Youtube a person called Milad Mirg. He posts content about his everyday life of making sandwiches at Subway.
The video below is of him making an order for a customer with over 100,000 views. Nothing special but people like to see the process of something.
It's not a hard thing to do and trust me when I say that people ARE interested in what you are doing. Just pull out your phone and start creating content!
The great thing about Content Marketing is you can repurpose your content afterward. So if you created and posted a video on Youtube, you can then repost that to Instagram, TikTok (no it's not just for kids), Linkedin, and your website.
Content marketing is compatible with many other digital marketing strategies that are used by brands. It is the center of those strategies, and that is why if it is designed well to meet the niche's expectations, then the digital marketing strategies you employ will be undoubtedly successful.
The most common Content Marketing forms used by brands and firms in the present day include:
- Blog posts
- Case studies
Tips for Content Marketing
Here are some of the tips for content marketing that you should follow.
- Create content on EVERYTHING you are doing at your job to find what works.
- Don't think because you think it's boring that everyone else will think the same.
- Repost and repurpose your content on other marketing channels.
This is starting to get into the realm of Social Media Marketing so that is what we will cover next!
3. Social Media Marketing (Difficulty: Easy)
Hot on the heals of Content Marketing is Social Media Marketing (SMM for short). These 2 types of marketing go hand in hand with each other.
Social Media Marketing is anything that is posted to Social Media platforms such as Facebook, Instagram, Linked In, Tiktok, Quora.
Social media platforms are a great way to promote your company's brand. You can attract people with content that is interesting and entertaining, or you could create pages dedicated to the public. This will allow any user on these sites to find out about what your business has to offer!
Someone I think is amazing at Social Media marketing that you could learn some tips from is Lady Boss Co-Founder Kaelin Poulin.
She posts multiple stories per day about her life and her kids and in between, she does some product shoutouts. And it works, she has over 800,000 likes on Facebook and another 350,000 on Instagram.
Just think, at a push of a button she has access to over 1 million people. What do you think your business would be like if you had 1 million people looking at your content?
I bet it would be life-changing right?!
One good thing about using Social media platforms for digital marketing is that it can be used by anyone. You do not have to be a giant in the industry to enjoy the benefits that come with this type of marketing strategy. Social media platforms such as Facebook or Instagram are almost free, but you will have to pay a certain amount from the more advanced types of marketing in them (such as PPC).
On each of these social media platforms, you should have a business page or account for your brand. You should be sharing content on there relating to your job that would perform well.
“But Michael, what content performs well?”
Well, that's easy, It's VIDEO!
Not only are videos 20x more likely to get viewed and reposted by users, but videos are also the easiest content to create.
This also falls into Content Marketing as you can use the videos you created and post them on other platforms.
You might not start off getting many views, but I promise you that the more content you post the more views and visitors you will get.
My suggestion for platforms right now is sticking to Instagram, TikTok, and Facebook (in that order)
Tips For Social Media Marketing
Here are my tips for getting more engagement on social media.
- Post at least 1 piece of content every day.
- Make sure you are posting stories on social media.
- Don't get political. This can polarize your audience.
- Don't use automation tools (they ruin your engagement).
- Be informative, don't sell but try to inform people.
- These platforms are a business, keep people on their platforms and engaged.
4. Influencer Marketing (Difficulty: Medium)
Influencer marketing is the digital marketing form of “word of mouth marketing” that involves using social media influencers to drive sales for your brand, product, or services.
The power behind this kind of digital marketing comes from the fact that…
- People trust recommendations from friends more than any other source
- People have too many product options and need help choosing
- Social media content is viewed more often than any other marketing channel
- Influencer Marketing helps you get in front of highly targeted prospects
- It’s measurable and scalable, allowing you to track ROI for every dollar spent
Influencer marketing is NOT about getting celebrities or social media megastars to promote your product. It’s about using mid-sized social media influencers with a highly engaged audience.
Take this post from hipyotech for example. They accepted a promotional post from another company to give away 2 keyboards and generate over 782 likes.
Now is 782 likes a lot? For a big brand NO, but for a micro-influencer, their followers are usually way more engaged than a big brand. Of course we will never know the real numbers but this is where link tracking comes into play.
In the post, you can see they direct people to look at the link in their bio. This is a very common thing on Instagram as people cannot click a link in the post itself. You can put links in the comment's but it kills your engagement.
Another successful example of how Influencer Marketing can work is with the brand Dollar Shave Club. They used influencer marketing to reach millions of customers in a matter of a few years, and each campaign is highly targeted, using mid-sized social media influencers with relevant audiences. Influencers like comedy channels, podcasts, lifestyle blogs, or other outlets where their consumers hang out.
Brands like Dollar Shave Club aren't just in it for the quick sale, though. Brands know that influencer marketing results in a ton of UGC, user-generated content. The creative content (images, videos, memes) generated by influencers serve as social proof that brands can proudly display on their websites and socials—content like lifestyle shots, testimonials, unboxing, reviews, demonstrations, etc.
To get started with influencer marketing, you’ll need to find out where your influencers and their audiences hang out on social media. Are they on TikTok, Facebook, YouTube, Reddit? Use a third-party influencer platform like Tomoson, or a Google search hack to find them. Then use an Influencer outreach template to contact them.
5. Email Marketing (Difficulty: Medium)
Your email list is one of 2 digital assets that you can truly own (the other being your Website).
Email Marketing is when you build an email list of previous or potential customers' email addresses and then send them emails relating to your business.
This can be informative messages from how-to, and instructional content, all the way to sales of new products and promotions.
You can also combine email marketing with your sales funnel or e-commerce website.
Did you know that 39% of potential buyers abandon their shopping cart because the checkout process is too complex?
The most common reason why people abandon the cart and don't check out is that:
- The product they want is not available
- The product available is not the right price
- The delivery timeframe is not acceptable
If only there was a way to email them once the product was back in stock 🤔
That's the power of email marketing!
PS. you can combine email marketing with paid advertisements on social media, and you have a powerhouse! – we will talk about this later in the article
You can also nurture people who are not your current customers so they start to trust your brand and buy from you in the future.
Here are just some of the reasons why email marketing is so great.
- An inexpensive way to create a personal connection with your customers.
- You can use email marketing for targeted content if you segment your customers.
- It is one of the best ways to communicate service updates and offer seasonal promotions.
- Email Marketing campaigns drive high-quality, engaged readership.
“But Michael, how can I get emails from people who are not my customers?”
You can create something called a Lead Magnet. A lead magnet is generally a free product or service you give to people in exchange for their email address. It's best just to show you an example from ClickFunnels.
Below is an Opt-In page for a product ClickFunnels has called “The Marketing Secrets Blackbook“. It's a free eBook PDF with marketing secrets that will help your business.
An Opt-In page is a page designed to get a visitor's email address in hopes they will become a customer with you in the future. You can easily make pages like this with ClickFunnels.
I actually suggest you get this ebook from here so you can see exactly how everything works and what kind of emails they send you.
Study what they are doing because the guys at ClickFunnels are some of the best marketers in the world!
Another brand to check out for tips on email marketing is Nomatic, a luggage brand. Simply sign up for their newsletter and see what kind of emails you are sent. Don't try and reinvent the wheel, copy what works and apply your twist to it!
They work closely with influencers such as Peter Mckinnon, a youtube photographer to create custom products and sell them on their eCommerce website (Shopify)
This form of email marketing combines 2 previous types of digital marketing we spoke about before, Influencer Marketing and having a Website.
The only real downside to email marketing is creating the emails themselves. However, as they are automated emails, you can put them into software that will automatically send them to new customers.
Tips For Email Marketing
When you decide to use this method to market your brand or firm, you will need to get close to your prospective customers or clients. You want to build a close relationship with a client that you probably have never met. When they reply back, you should be able to respond to what they are inquiring about and even give a detailed and comprehensive explanation about what you are dealing with. This will determine whether or not they will want to choose you and not many of the other firms out there.
You should be the best in your industry if you decide to use email marketing as a digital marketing strategy. This probably because apart from the email you send them, they are receiving countless other emails from other firms that you are competing with. That is why you should not waste an opportunity if they come calling to you. They might respond to one of the emails you send them, and your next step determines whether you will profit from this professional relationship.
A good idea would be to note active email addresses used by corporates and upcoming business that might want your products. For instance, if you are dealing with air conditioning products, you should get the addresses from corporates that own offices which might need these to be installed. If the official in charge of procurement gets your mail, they would want to know more about what you offer and if you can install a product for them. If you play your cards right, you will make a sale, and the method will be successful for you.
When writing emails for this cause, you should ensure that you speak and communicate with the client. It is advisable to be brief and straight to the point. Simultaneously, you should encourage an interaction that is meaningful as the person on the other side might not give you a second chance to promote your brand.
6. Search Engine Optimization (Difficulty: Medium)
Search Engine Optimization (SEO) is where you optimize your website to show up higher in search results. So when people are looking for particular things on Google, Youtube, etc, you have an opportunity to capture that traffic organically.
What Search Engine Optimization (SEO) does for you is that it generates free and organic traffic to visit your website. Organic here means actual people who are online and are perusing through your website. They will be looking at your services, the products you are offering, and also some of the reviews that are written by clients that have experience with you.
You write content and structure your website in a way that is easy for Google to understand and is informative for your readers.
Some of the examples of Search Engine Optimization include;
- Including relevant keywords in your website’s blogs or even service pages
- Getting your website titles to be optimized
- Adding relevant backlinks
- Description and loading speed
SEO is also important when it comes to branding as you want your business to show up for your brand name.
Imagine if someone looking for your business went somewhere totally unrelated!
Here is one of the websites I started at the end of 2020 and have been writing quality content for on a weekly basis:
Wouldn't an extra 350 eyeballs looking at your business each day bring in some business?
Of course it would!
But while Search Engine Optimization (SEO) on the surface seems easy enough, it can get really technical and things can go bad if you get it wrong.
Here is ANOTHER website that got slam dunked on by Googles May 2020 update due to poor quality content:
So while it's risky to perform SEO yourself, there are things you can do to give you an advantage that is 100% safe.
One of those things you can do to improve your SEO is writing blog posts.
Blog posts and content give your site a solid foundation of relevance.
However, these blog posts you write need to be informative and meet the needs of people who are looking for your products. You can't write a poor-quality blog post and expect to rank for anything.
One of my favorite tools for helping beginners write great blog posts is Surfer SEO.
It's a tool that will help you come up with topics and show you what words you need in your content so you actually rank in Google.
They also have a handy plugin called Keyword Surfer that shows you the search volume for particular terms.
Let's say for example you are a plumber, you could write a blog post on the different pipes used in plumbing. This gets your brand out there and builds trust for your audience.
As you can see there is 6600 people looking for “pipe for plumbing” in the USA alone.
Another cool thing that Keyword Surfer shows you is other keyword ideas as well as search volume for those terms.
So we can see from this chart that we would need an average of 2500 words in our article to rank in the top 10.
Simply do some searches in your industry and write content about it. You can then share this content on your social media, email etc. It all comes back to content marketing and being able to reuse content over and over!
SEO is one of those Marketing methods that takes time and is something you can slowly chip away at over time. Start writing content!
7. Radio Marketing (Difficulty: Medium)
Radio advertising is an effective way to reach a large audience at the same time. Advertisers are able to use this medium because it's quick and easy, but also affordable due to its low cost-per-thousand listeners compared with other forms of advertisement like TV or print ads.
Although a traditional way of promoting one's business, there is actually a modern twist on Radio marketing that lots of people overlook.
Face it, when you hear the words “radio advertisement”, I bet you are thinking of the ads on your local radio that is broadcast to everyone and anyone.
This is simply a WASTE OF MONEY!
You don't get any analytics, impressions NOTHING. Just a broad range of numbers of who MAY be listening.
What I suggest you use is advertising on Spotify using their Podcast ads.
Not only do you get access to in-depth analytics, but you also target your EXACT customer. Not a blast to everyone and anyone! Oh, and it's MUCH cheaper than working with a radio station.
It's no secret that online streaming is still not as popular as traditional radio, but the quality of listeners is well worth the trade-off instead of raw numbers.
Spotify is also not the only streaming service out there so you can advertise on multiple platforms.
One major downside to running your own radio ads is having to come up with your own ad creative. This means it is more time to get your ad out there.
They are also really specific on what quality they accept.
When working with a radio station, they will generally take care of everything for you. However, this is nothing a quick trip to a freelancer marketplace like Legiit or Fiverr cant fix. You would properly still end up ahead in expenses too!
Unlike what many people think, for some niche in the market, radio marketing is the best option for you to promote your brand.
8. Television Marketing (Difficulty: Hard)
There are an estimated 1,500 television ads broadcast every hour in the U.S., and all of them share a common goal: to convince you that their product is better than your rival's.
In today’s age where there are so many competing brands vying for market dominance through marketing campaigns on TV screens everywhere, it can be hard to know which products will really deliver what they promise.
Television marketing used to be the king of Marketing until Social Media gained popularity in the mid-2000s. These days many people still own televisions but in this “on-demand” day and age, there has been a heavy focus on streaming services.
So just like Radio Advertisements, there is an opportunity to enter the television marketing game without spending a ton of money while targeting the audience you want.
There are streaming services such as Pluto TV that offer streaming linear TV as well as on-demand, but it's 100% free for the end-users.
They also have channels that cater to different niches. For example, there will be a channel dedicated to cooking, another to home improvement, etc. This means that your advertisements will be shown to the audience you want, at the time you want.
You can use an advertising platform called effectv to set up and manage your ad campaigns across multiple streaming services at once.
Using a platform like effectv allows you to build digital marketing campaigns for industries such as:
- Services (HVAC, Pest Control, etc)
The most difficult thing about marketing using television commercials is coming up with the commercial itself. However, you can order a custom video for as little as $295. That's cheaper than most quality graphics designs!
Still, it is a lot of time, planning, and money that goes into everything before you are able to see results when compared to other types of digital marketing.
Getting a quality tv campaign up and running is going to take you at minimum a few weeks, whereas you could start advertising on Social Media within a few hours.
Television Marketing is still a great digital marketing method to use but in my honest opinion, only once you have done the other digital marketing methods listed above.
There is simply bigger gains to be had for smaller businesses elsewhere.
9. Instant Messaging (Difficulty: Hard)
This method is one of the freshest types of digital marketing that businesses are using to promote themselves.
Instant messaging works with the help of platforms such as WhatsApp and Facebook messenger. You can use either of them to reach your audience and set up more automation that is more personal to your customers.
The whole idea of instant messaging is to design a message that is brief and straight to the point. It makes it super easy for people to get the information they need from you fast. You can also use it to screen customers so you can filter out the tire kickers and only spend your time with actual customers.
The main instant messaging platforms include:
- Facebook messenger
Not only is it easy for customers to reach you, but it's usually 100% free!
The downside is that you are not in control of information and any of these platforms can change their policies at any time. This has actually happened recently in the March 4th 2020 Facebook update where they made it much harder to message a customer.
This is why I marked the difficulty of this marketing as hard because you always need to stay up to date with the changes of each platform.
There is also another form of Instant messaging that is in the form of a Widget that you can install on your website. Giving you full control over what happens with your customers and you can be confident that it doesn't simply stop working one day.
HubSpot offers a free live chat widget that installs on your website easily and gives people a chance to message you if they have questions stopping them from buying.
You can also use this as an opportunity to update your content on your website if you notice the same questions coming in over and over again.
In short, this is a good digital marketing method but you may find yourself overwhelmed in messages or spending too much time creating automations.
10. Pay-Per-Click (PPC) Advertising (Difficulty: Hard)
This type of digital marketing entails the action of marketers paying whenever their advert is clicked on by potential buyers. You can offer links to bloggers or people with social media platforms which will have a unique id. Whenever the link is clicked by someone, that person earns a commission from you, and you get a following in return.
You will then have someone viewing your pages and websites which has been referred by another person. It is much similar to Search Engine Marketing and Affiliate marketing. Like them, you can benefit from it by improving the design of your websites and engaging the traffic that you currently have in an effective manner.
You will want to upload quality content so that the new traffic will be attracted by it. This is because they might be blown away with poor work and may not even want to come back after the disappointment. In readiness, you should have your best foot forward when designing your landing pages, the homepage and the service pages. Your social media pages should also be attractive and colorful, and you should upload detailed information about yourself. You should also remember to add your business address because clients will want to visit you whenever they want to work with you.
Bonus: Affiliate Marketing (Difficulty: Hard)
This is a trending way that businesses have moved to in order to improve their sales and increase their revenues. Affiliates are also emerging all over the industry as they guide their associated businesses to achieve success in their sales.
Affiliate marketing can be described as a way of marketing where a separate part works with a firm and generates traffic for the associated firm. They achieve this by directing prospective clients that they have access to go to the firm’s sites; either websites or social media pages.
For instance, a blogger might have a massive following, and they include your firm's link in any part of their blogs. They receive a commission for this whenever a user uses the link to make a purchase from your brand.
Bloggers are the best positioned to work with if you want to guarantee success through affiliate marketing as a digital marketing strategy. They are able to do this since they can attract a good number of readers. Using creativity, they can integrate an external website, which might be yours, in the writings and the client will go to that link. The client may be just curious or will want to make a purchase, and if they do so, the affiliate marketer gets paid.
So What Type Of Digital Marketing Is Best?
The above discussion describes the different types of Digital marketing strategies that are used by firms to improve their sales. You can always try them to increase your scope of influence in the market.
However, before diving in, you should consider developing a strategy that you think might work for you. If you play your cards right, you will be able to compete with the big industry players who have numerous resources at their disposal.
You could always hire Marketing experts such as Boston SEO firm Bill Lentis to get the job done for you. They are in a better position to offer the service for you because they have the required experience and are up to date with effective techniques.
All in all, the above list is just about a few of the digital marketing strategies that you can go for. They are the most common ones, but there are many others. There are also those that can help you analyze whether your efforts are effective in improving sales.