The world is a global market, and marketing can help push any business to great heights if it is done the right way. Since every business is doing one form of marketing or the other, it has become imperative to have a brilliant marketing strategy. To be effective, you need to understand the right marketing strategy to use for a particular period on time. In 2021, digital marketing is what is required, and businesses and individuals must understand this.
Everything you need to know about digital marketing in 2021 is covered in the ten digital marketing branches, which are;
- Search Engine Optimization
- Content Marketing
- Social Media Marketing
- Affiliate Marketing
- E-mail Marketing
- Video Marketing
- Native Advertising,
- Online PR
- Sponsored Content
I will also be looking at how businesses can thrive with Digital Marketing and the things a digital marketer does.
What is digital marketing? Digital marketing is the leveraging of available digital channels through electronic devices and the internet. The digital channels include mobile searches, websites, e-mail, social media, and search engines like Bing, Yahoo, and Google. These digital channels help provide value and build and maintain relationships with potential and current customers alike.
The Ten Digital Marketing Branches
There is digital marketing everywhere around us, whether we are aware or not. It can be compared to a tree that has branches all over the place. These branches of digital marketing, although standalone, still work together in contributing to the overall growth of digital marketing.
The branches of digital marketing are as follows…
Search Engine Optimization
Digital marketing’s backbone is SEO. It is what gets a website to have a high rank on the top page of Google. SEO is the results you see anytime you search on Google. Consumers do not look for information beyond the first page of Google.
There is a marketing joke that says, “Google’s second page is the best place to hide a dead body.” How many people do you know that check the second page of results when using Google?
The best things that life has to offer are usually free, and here, it is organic or free traffic. If you want to share something on the internet, you just have to make sure it is optimized (SEO). If it is not SEO, it is going to be hard for it to be seen. SEO also has many components, but the most important ones are:
On-page SEO is the content that you can see on a website. Effective on-page SEO is made up of well-researched keywords that have the proper amount of search volume.
Search volume is dependent on the situation. Low competition keywords have a low search volume; this means that it is advisable to start with them as you build your domain authority as a beginner.
You have to ensure that your keywords match the search intent of the consumers. Consumers search google to find answers; you should create content that provides answers to those questions. This is going to help in building your website domain authority.
Here, you can make use of backlinks to establish domain authority for yourself. You can gain backlinks when other sources that are reputable link back to your website.
The goal is to have as many (quality) backlinks as possible. You can achieve this by collaborating and networking with other website owners and publishers to have your backlinks on their websites. You must only use relevant links as Google will not approve if you have lots of spammy links.
This focuses on what is going on in your website’s backend. It comprises CSS file optimization, structured data, CLS score, page speed, image compression, and how the pages are coded. It is your website’s brain.
Google is usually happy with a proper Technical SEO and eagerly pushes the website to the top. To have a good Technical SEO, you have to schedule routine checks.
Content marketing is all about delivering value to consumers through informative, creative, and enticing content. With content marketing, you get conversions, traffic growth, and brand awareness.
Content marketing can achieve the above by providing consumers with knowledge about a service, product, or topic.
When you are creating content, you should create content that matches the consumers’ search intent. You can do this by following the customer journey and creating content that will appeal to them.
There are many digital marketing tools that can provide you with data on the search of the consumers. Google Search Console and Google Trends are examples of tools that can tell you key phrases and keywords getting a lot of action.
Newsletters, infographics, charts. Videos, whitepapers, eBooks, blog posts, and other forms of content pieces can be created. The attention span of consumers is very short; this makes it imperative to produce eye-catching content.
Blog posts are a great way to start with content marketing. You can have your content structured according to the buying journey of the consumer. Catchy headlines can go a very long way in content marketing. It is also essential that appropriate key phrases and keywords that match the buying stage of your consumer are contained in your blog content copy.
Social Media Marketing
Social media is a paradise for any digital marketer because of the enormous amount of daily users on the different platforms. It is the best place for you to advertise because of all the action taking place there.
Social media marketing and content marketing go together; this means that you have to use your content on social media platforms. Social media platforms are also great as support channels.
The best platforms for you to make use of in social media marketing are
This channel is hated by consumers but loved by digital marketers. It is a channel you can employ through advertising in reaching out to consumers. A prime example is Google Ads which is a marketing tool that every digital marketer must have.
PPC ads help increase sales, but consumers usually find them annoying because of how they pop out everywhere. To ensure that consumers do not see it as annoying, you can make use of retargeting. This reaches out only to the already “warmed up” consumers that may have searched or browsed similar content.
You can do retargeting by using the following:
- Facebook Ads Manager
- Google Ads
- LinkedIn Ads
- Twitter Ads
- Snapchat Ads
- Pinterest Ads
- TikTok Ads
This is a very stealthy way through which you can engage the consumers. It is majorly more informative and less spammy.
E-mail marketing is an excellent way for you to remain connected to your consumers through sending them:
- Welcome e-mails
- Follow-up e-mails
- Blog posts
- Support-related e-mails.
One good feature that e-mail marketing has is that you can have content scheduled, similar to social media and content marketing. An e-mail campaign, when set up, can save you a lot of time while also helping you create an appetite in your consumers as they anticipate new content.
Tip! – For much more on email marketing, check out How To Do Sales Funnel Email Marketing Like A Pro
At the moment, video marketing is one of the hottest channels for marketing, and it looks like it is going to get a lot more desirable. Especially now that people are consuming more video content than ever before.
Video marketing comes in handy at every stage associated with marketing. At the initial and consideration stage, testimonial videos are usually very useful. This is because consumers want to do research. The chance that they will be converted increases with the surety they can discover.
Video marketing has made promoting and marketing your service or product very easy. It can help you increase the engagement on your social and digital channels, reach the audience with a clear channel, and also educate the consumers.
As an expert in a particular subject matter, you can leverage your knowledge to get people to buy a specific product. Promoting the services or products of a company on your website while receiving a fee or commission is what affiliate marketing is.
Successful YouTubers, for example, make a lot of money through affiliate marketing. It is also used by companies to achieve higher sales with influencers’ help. Through the recommendation of an influencer, companies can reach a larger audience.
Affiliate marketers can demonstrate products through common ways like social media accounts, conferences, websites, and YouTube channels.
Tip! – For more on affiliate marketing check out How is Affiliate Marketing Done? + 4 Huge Benefits
Native advertising is one of the best ways through which paid content can be clicked on. Paid ads that look like organic posts are promoted by native advertising.
Three significant factors support native advertising.
- Native ads are looked at 53% more than the display ads are looked at by consumers, and there is an 18% increase in the intent to purchase created by native ads.
- Ad fatigue is fought by native advertising. Ad fatigue happens when the consumers are tired after seeing many ads in just a short period.
- Consumers know the difference the organic posts and native ads. However, they do not avoid native ads as long as they find the content of the ad enticing.
The field of Public Relations has been with us since the dawn of civilization, and it has always worked. A good way for marketers to build their credibility is by getting an online PR firm to work with.
Online PR can help in covering content-based websites, blogs, and digital publications. To get online PR, you can reach out and talk to journalists on Social media. You can also find PR firms that will put together and release a Press Release for you.
Having good relationships with online PR professionals is very vital. Engagements with consumers, with them leaving comments or product reviews, are also going to help you.
Very much like affiliate marketing, in sponsored content, you pay another company so that they can help in creating and promoting your content. This is a very common way for you to work alongside an influencer.
How Your Business Can Thrive With Digital Marketing
The Pandemic of 2020 is still being felt in 2021. Covid has completely changed the way we do business. In an era where physical ads and service delivery are becoming increasingly impossible, it is only right that businesses leverage digital marketing.
Businesses can engage their consumers on different social media platforms as frequent consumer engagement can establish trust. Companies that are not present online must be asking to be closed.
One way you can leverage the online presence of your business is by having a Google My Business page. This page acts as an information guide. It makes it possible for consumers to see menus, reviews, and business addresses, etc. Another advantage of having a Google My Business page is that the best and nearest company to you can be viewed.
What A Digital Marketer Does
A digital marketer’s job is to drive lead generation and brand awareness through the leveraging of paid and organic digital channels.
A digital marketer generally does the following:
- Analyze traffic data.
- Create new content.
- Analyze why page ranking is dropping.
- Answer customer’s social messages and e-mails.
- Monitor competitors.
We live in a digital world, and anyone who is not ready to evolve and accept the changes in the way marketing is done will be left behind. Digital marketing is the future of marketing, and it makes marketing easy for everyone. There are different branches or types of digital marketing that you can use to your advantage.
Tip! – For more on digital marketing check out Top of Funnel Vs. Bottom – How To Perfect Your Sales Funnel