8 Types Of Digital Marketing to Promote a Business

Digital devices and social media has changed the marketing landscape in recent years. Digital devices and social media have transformed the marketing field. Instead of relying on billboards and radio ads, businesses can now reach their customers online via content, email, and other forms of digital marketing.

If they’re not digital marketing experts, how can they help their business reap the benefits of digital advertising? How do they choose the best marketing channels to promote their product?

Digital marketing strategies are now an integral part of any business, especially in a digital age where more customers shop online. Let’s take a look at eight kinds of digital marketing that can be used to promote products and services for business owners in this digital age.

Email Marketing

Email marketing is one the most efficient and easiest forms of digital marketing. It reaches a large audience of potential customers and regular customers. Businesses send out daily emails to their contacts. There are over 100 million emails being sent around the globe every day.

Email Marketing: The Advantages

  • Email marketing is a way for businesses to keep clients informed about new products and promotions. Customers can also find out when companies are offering coupons or having sales.
  • Email marketing can feel more personal than any other forms of digital marketing. Customers prefer regular updates to be sent to their inbox, rather than finding advertisements.
  • Customers may find email a better balance than phone calls or text messages. Emails can be a great way to keep in touch with customers.
  • Subscribers to email newsletters are more likely to be regular customers and active visitors to the website.
  • Customers who become regular buyers can be placed in categories with buyers who have similar interests. Email messages can then be tailored to each buyer segment.

Tools for Email Marketing

  • In-store customers can be asked to enter their email address in order to receive a digital receipt and to join a subscription list.
  • Coupons and promotions are available for those who shop online. This is a great way to offer incentives to reluctant subscribers.
  • Some shops require customers to create an account with their contact information before they can complete a purchase.

These are the top email marketing tools you should know about:

Email Marketing Challenges

This type of digital marketing has one drawback: it is difficult to get people to sign up for email subscriptions.

  • Customers in person may opt for paper receipts over digital receipts.
  • If they are concerned about getting too many emails, customers may hesitate to give their email address to businesses.

The Future Potential of Email Marketing

Email marketing was one of first forms of digital marketing. It is still one the most popular and effective. Email marketing is affordable and has a high return on investment (ROI). Lyfe Marketing reports that the average email marketing ROI is $44 per dollar. Email marketing is expected to continue growing and bring additional benefits to businesses.

Search Engine Optimization

SEO marketing, also known as search engine optimization (SEO), is another type of digital marketing that can be used to promote a product or company. According to Search Engine Journal, SEO refers to the process of optimizing websites and their content in order to be more visible in search engine results. Because many people shop online using search engines like Google, SEO is vital. Search engines generate results for users who type in specific keywords and phrases. Backlinko reports that the highest Google search result has a 31.7% rate of click-through.

SEO Benefits

SEO is a great tool for your business. These are the main benefits of SEO for a business:

  • SEO improves visibility through organic, unpaid search results.
  • SEO drives traffic to sites that are relevant for specific keywords.
  • SEO evolves to meet the changing needs of customers.
  • SEO is a way to establish and keep a clientele online.

SEO Tools

SEO is based on keywords within a company’s website or article that match what a user types into a search engine. SEO professionals are often hired by businesses to increase traffic and reach a larger audience. Buffer provides a number of SEO tools that can be used to improve your marketing.

SEO Challenges

SEO marketing can have the potential drawback of not relying on it. Search algorithms can change to include different elements such as:

  • Design
  • Keyword ranking
  • Link building
  • Domain authority

This can be beneficial for larger companies, but it can also be detrimental for smaller businesses that don’t have enough money to update their websites regularly.

Future Potential for SEO

SEO is a great tool for both customers and businesses. It draws users in based on what they are already searching for. SEO marketing is poised to make it easier for businesses to reach more people online and build more loyal customers. According to Search Engine Land, it is expected to increase in importance over the next few years.

Influencers and Social Media Marketing

According to Smart Insights, a staggering 9% increase in social media users is expected for 2020. It’s not surprising that social media marketing combined with the use and influence of influencers has been one of the fastest growing forms of digital marketing. As more brands and businesses pay to advertise their products or services on social media, social channels have become more prominent.

Social media influencer marketing is the placement of products by companies or individuals who have credibility, especially on Instagram or Snapchat. Social media influencers can be a unique marketing strategy. However, endorsements are not a new concept.

Companies have discovered that people respond positively to products when they are promoted by peers or people they admire. Brands and businesses often offer discounted or free products to people with large online followings in return for them posting photos with the product and using certain hashtags.

Social Media Marketing

  • Social media marketing is a great way to reach large audiences because so many people use social media.
  • Placement of products is mutually beneficial. Social media influencers get pay or products and businesses get exposure.
  • Direct messaging can be used by businesses to engage directly with users on social media.
  • Customers can ask social media managers directly questions about their products, promotions, or sales.

Social Media Marketing Tools

Social media marketing can be used by small and large businesses as well as big brands.

  • To maintain an online presence, it is important to post frequently, whether you are posting daily, weekly, or biweekly.
  • It is important for them to decide which marketing method will work best for their product.
  • Managers of social media can time posts so that they correspond with in-store and online promotions.
  • Messaging can be used by businesses to interact directly with customers or prospects.

Social Media Marketing Challenges

  • Social media platforms can make it difficult to see advertisements or posts on certain social media platforms.
  • Social media users may find it hard to locate older posts that first caught their attention due to the constant stream of content.
  • Some social media users may not like celebrities or organizations that promote products and might be influenced to avoid them.

The Future Potential of Social Media Marketing

Trends change but social media trends continue to grow and show more potential. Social media platforms saw a 9% increase in users than 2019, as previously stated. Smart Insights expects that this growth will continue.

Content Marketing

Content marketing is the promotion of a brand, product, or business through visual and written communication. Anything posted online can be content, whether it is on social media or business websites.

Understanding your target audience is the most important aspect to content marketing. It is crucial to understand the needs of your target audience in order to craft content that will be most effective.

Content Marketing Advantages

Content marketing is essential because it impacts all types of digital marketing from SEO to email and social media posts. Content is anything a potential or current customer reads. It’s important that the content is engaging and appealing. Content marketing:

  • Engages the audience
  • Clients are attracted to you by anticipating your needs
  • Through consistent communication, customers can be helped to maintain their relationships
  • Promotes products
  • Informs customers about new products, coupon codes, and sales

Content Marketing Resources

Although different marketing channels have their own platforms, content marketing is an integral part of all platforms. It could include:

  • Promotions, ads, and posts on Instagram
  • Posts, ads, and promotions on Facebook
  • Tweets
  • YouTube ads and videos
  • Vimeo videos
  • Blog posts
  • Websites
  • Email blasts
  • Text or instant SMS messages
  • Spotify playlists

Content Marketing Challenges

  • Content marketing is an essential aspect of digital marketing. It can be detrimental to a company if the content marketing team doesn’t know SEO or hasn’t created a strategy for posting on social media.
  • A content marketing team that doesn’t produce consistent, effective content can be a problem.

Future Potential for Content Marketing

Content marketing is the use of words and images to promote a product or business. It has existed since the time that the first product was sold. Content marketing will continue to exist as long as there are businesses. While the platforms will continue to change and evolve, businesses can still rely on effective, informative content to promote their products. According to the Content Marketing Institute, the future will be centered on personalized, conversational and timely content.

Pay Per Click Marketing

Another type of digital marketing that is used to promote products or businesses is pay-per-click (PPC). PPC marketing is almost opposite to SEO marketing. While SEO marketing is organic, unpaid, businesses pay search engines to promote their products via PPC ads.

Search engines like Google will show sponsored ads based on keywords that consumers enter. Google pays companies if they click on an advertisement to take them to their website.

The Advantages of PPC Marketing

  • PPC marketing can bring in a lot of money with a high return on investment.
  • PPC marketing is a win-win situation for all involved. Customers find the products they are looking for, businesses make sales, and search engines make money.

PPC Marketing Resources

  • Although PPC marketing differs from SEO marketing because it is a paid form of digital marketing, the approach relies on keywords. PPC advertising should be relevant, extensive, and inclusive for businesses.
  • PPC Protect provides some tools to plan PPC campaigns.
  • SpyFu monitors competitor’s PPC ads
  • Ahrefs studies competitor’s advertisements and keyword bids
  • Google Trends is a search tool that helps you find trending keywords
  • Unbounce can help you create a landing page using specific keywords

PPC Marketing Challenges

  • Clicks do not always result in sales. If users click on links and don’t purchase, they still get paid. This can add up.
  • To run successful PPC campaigns, you need to have the right skills and knowledge to find the best way to promote products. Small businesses often hire marketing professionals, which can be costly.

Future Potential for PPC Marketing

PPC marketing, like other digital marketing strategies is still relatively new. According to Inferno, PPC marketing is a new area of digital marketing that is gaining popularity with voice search and AI-driven advertising.

Affiliate Marketing

Affiliate marketing is a way for individuals to earn a small percentage of the sales commission while not being full-time employees. Affiliates are paid on the basis of conversion rates, which is a difference from social media influencers.

Affiliate marketers select products that they believe they can sell and promote them online. Affiliates make a small commission for each product they sell.

Benefits of Affiliate Marketing

  • Both affiliates and businesses benefit from affiliate marketing because they both earn a profit on the product.
  • Affiliates have the option to choose how much work they would like, and can make as much or little as they wish.
  • As affiliates, businesses can work with other companies. These situations allow companies to promote the products of each other and make a profit.

Affiliate Marketing Tools

These tools are available as affiliate tools:

  • Social networks
  • Connect with people
  • Digital billboards
  • Blogs
  • Content marketing
  • Shops and stores
  • Websites

Affiliate Marketing Challenges

Affiliate marketing can bring mutual benefits to both businesses and affiliates. However, there are also drawbacks.

  • Affiliates might not be able to generate the revenue they expect.
  • Affiliate campaigns may not be consistent with the brand’s identity or official marketing strategies.

Future Potential for Affiliate Marketing

Affiliate marketing will grow in importance as different forms of digital marketing become more important. One expert in affiliate marketing predicted that 2020 would be the most profitable year for affiliates, according to a Mobidea interview.

Mobile Device Marketing

Businesses can reach customers using mobile devices such as smartphones, tablets and iPads. Mobile marketing includes push alerts, push notifications, in-app advertising, push notifications, quick response (QR) codes, and location-specific notifications.

Mobile Device Marketing

  • Businesses can contact people without a computer at home, who have their cellphones.
  • Businesses that provide services can benefit, such as push notifications from users’ gyms when they drive by a new place.
  • Local businesses can help to engage their clients and bring them into physical shops

Mobile Device Marketing Tools

Mobile device marketing is a great option for businesses.

  • Mobile-specific ads which use click-to-call and live map links
  • Advertisements targeted at users of specific apps or games
  • Marketing that is location-based reaches customers who pass by brick-and-mortar outlets
  • QR codes that offer special deals

Mobile Device Marketing

  • Mobile device marketing may be able to reach an inactive population, but they might not be as likely online to shop.
  • It can be annoying to receive uninvited contacts on a mobile device.

The Future Potential of Mobile Device Marketing

According to Business Wire, mobile device marketing via apps and games will grow exponentially over the next years to reach $25 billion by 2024.

Instant Message Marketing

Businesses can reach current and potential customers through instant message marketing, which includes SMS text message, WhatsApp or Instagram direct message. Insta message marketing, which is similar to email marketing, can help you establish a customer contact list.

The Advantages of Instant Message Advertising

  • Instant message marketing offers businesses the opportunity to build a list of customers that they can contact regularly with new product and sales information, special coupons, or other promotional items.
  • One benefit to instant messaging marketing over phone calls for mobile device marketing is the speed with which people can skim through text messages rather than answering a call from unknown numbers.

Instant Message Marketing Tools

Companies should think about the many ways they can reach customers via different platforms. Keep in mind that different services may have different audiences.

  • Text message via SMS
  • Direct message on Instagram
  • Facebook Messenger
  • WhatsApp
  • WeChat
  • Viber

Instant Marketing Challenges

  • Unwanted messages can be invasive and can come from companies.

Future Potential

Businesses and brands have the opportunity to reach millions of people on messaging platforms such as WhatsApp and Facebook Messenger. Landbot predicts that instant messaging marketing will remain a powerful component of digital marketing campaigns due to its higher open rates than email marketing, and the increasing adoption of smartphones.

Mastering Digital Marketing

Digital marketing is now an integral part of any business. Digital marketing is a multi-faceted approach to reaching and engaging customers. Companies should consider all options available in order to be competitive in an increasingly competitive market. It is important to understand how digital marketing can impact the future of your company, from influencers to SEO to affiliates.

29 Marketing Strategies For Businesses

What are the most effective small-business marketing strategies? Which marketing strategies should you use in your small business? These are 29 marketing strategies that work well for small businesses.

Small business owners have always struggled to find the right marketing strategies. It can be difficult for small businesses to choose the best marketing channel to reach potential customers because of all the options available.

Do you blog? Do you need to be networking? What about traditional advertising? Do you want to focus on social media or traditional advertising? Text messaging How about using SEO and other digital strategies for marketing?

Your ad may not be seen by the business owner searching the internet for the best prices on printing business cards. The woman who receives a text message from a local deli at 11:15 AM telling her about the current lunch special, may not see the lunch coupons that your bagel shop sends.

Plan Your Marketing Strategy

There is no single marketing strategy that will bring in a steady flow of customers. You must employ multiple marketing strategies to keep and attract customers, regardless of whether you are selling products or services.

Below is a list of different marketing strategies. Even if your business has been around for years, pay particular attention to the top five. Markets change and it is important to assess whether the product and method you are selling matches the needs of consumers and businesses.

If you have been in business for a while and haven’t made any changes to your marketing strategies over the years then it is worth looking at the digital marketing and internet marketing options. It doesn’t matter how you found your customers, consumers and businesses today use digital media to find information about their needs and compare service providers before making a decision on which service provider to use. They should be able to find you.

1. Define your marketing goals

Before you can decide on the best business marketing strategies, you must first consider your goals. Are you looking to increase brand awareness for your company? You can be considered an expert in your field. Do you offer a new product or service that complements what you sell? Are you looking to increase your lunch-time and dinner business? Are you looking to increase your order volume (ie sell 10 items at once)?

Different goals require different strategies. A text messaging strategy might be a good option if your goal is to increase foot traffic to the bagel shop and individual sales at lunchtime. You will need a different strategy if you want to grow your catering business, or sell bulk bagels to nearby restaurants and shops.

2. Define what makes your product or service unique

You must be different from your competition to win customers. Your unique selling proposition (USP) is a key part of your marketing strategy. Customers may be attracted to your USP because of its lower cost, higher quality, availability during the day and evenings, long-term experience, and speed. Start by reviewing reviews of products and services similar to yours. Take note of the comments made by reviewers. This will help you determine your USP. Next, write down the benefits and features of your products. Then, create another list that identifies what customers are most interested or satisfied with. Your notes should be summarized in a single sentence so that people can understand why you are better than your competition.

Make a profile of your ideal client. Which type of person is most likely to buy this service today? Do not fall for the trap of thinking that everyone or every person in a particular demographic is your customer. It may be true that “everyone” can’t be reached effectively with a small budget. Either “all women over 40” is not the right target, nor are similar large demographics. It is important to narrow down your target audience and to focus on the most probable prospects you are able to reach.

You can do this by digging deeper. What is their motivation for wanting this service? What is their job role? Where do they live if it’s a consumer product? What age are they? What is their annual income? What are their other characteristics that make them a potential customer? What are their most common places to find the service? What would your ideal customer spend on a service? What would be their reorder frequency? They might ask for a referral to someone they know.

Answer those questions and then ask one more question: “Where should you be networking?” or “What should you be doing to make yourself known to the potential customer or people who can refer you?” Once you have answered these questions, take action.

4. Learn what the customer wants before you buy

Customers may not necessarily want to purchase what you are selling. They don’t want the service that you provide. They are looking for the solution to their problem or the benefit that your service offers. It’s simple, think about it. Plumbers’ customers don’t care about plumbing. They need a leaky pipe repaired. Customers of web developers don’t need a database. They want a design. Customers want a website that makes them look good, gets them found in search engines, and helps them find new customers. Ask your customers for help in determining what they are buying. Your marketing will produce better results if you focus on the benefits and solutions that customers want, rather than the product you are selling.

5. Find out the best format, time and place to reach your target audience

Once you have identified your market, think about where and when the customer would like to find out more information and/or purchase it. Ask potential customers about their experiences with your product or service. Your answers will help you determine how much effort and time you should invest in social media, networking and getting referrals. Once you have answered all the questions, take action. Place your business and promotional materials where customers are most likely to find them.

Related: How do you create marketing strategies

6. Be a trusted resource for prospects and customers

People prefer to purchase from people they trust and know. They don’t like being “sold” anything. Your prospects will trust you and your information will be helpful in making the right choice.

7. Be a media resource

Press members are always seeking authoritative sources to quote. Stay in touch with your local media via online and offline networks and subscribe to HARO for inquiries from media looking for interview subjects.

8. Create professional social media profiles

Social media presences are essential for your business and yourself on all social media channels that are used by your customers. These include LinkedIn, Twitter and Facebook as well as YouTube, Pinterest, Instagram, YouTube, Pinterest and YouTube. Make sure that each profile has a link back to your website and is professional. If you meet someone and they forget your business card, they may type your name into a search engine to find you. A profile on one of the most popular social media sites will enable them to find you with the link to your site.

9. Claim your spot on Google Business or Bing Places for Business

Bing Places for Business and Google Business Listings are not just for retail outlets or fast food restaurants. Google allows you to search for any service in any location. It will then show you a list with companies that offer the same service as you are searching for. It’s possible that your profile won’t show up on the first page listing if you live in a large city. However, having a profile can give you an advantage.

10. Participate in the discussion groups on social media

If you want to be known, gain credibility or be considered an expert in your field, it can be a good idea to participate in the discussions on social media that are relevant to your customers. These discussions can help you get to know your customers better. You can find topic-specific discussion groups or groups that are specific to your product. Spend a few minutes each day reading the conversations. Pay attention to the questions people ask and listen for complaints about the goods you sell. This will help you understand what people want, rather than the features or products you are selling. You can start to make helpful comments and post useful resources by paying attention to group dynamics. You can hire a freelancer to help you or find other conversations you are interested in.

11. Create a content marketing plan

A content marketing strategy is necessary if your product or service is something customers research before buying. If you want to be recognized as an expert in your field, the same applies.

Writing articles about the service you offer is one of the strategies you will use. Most likely, you’ll want to answer questions customers have during each stage of their buying process. You can publish some articles to your site, and others to other sites that will reach your audience. Include a “about the author” resource box and a link to your site in every article. For more information on article marketing, see Article Marketing Do’s & Don’ts. These articles will make you and your company more well-known and establish your credibility. This content marketing strategy can also be implemented using white papers, giveaways to create leads, and infographics.

12. Flyers and brochures can be printed

Even though digital marketing is important, print marketing still matters. If you are allowed, print flyers and brochures. To create your own templates, you can download free templates from Microsoft and HP. You can print small quantities of product sheets or flyers on your color printer. Use high quality paper, something heavier than regular copier paper. If you are certain that you will need 100 or more copies, you can compare the cost to have them printed with the cost of printing your own. You should allow enough time for the printing to arrive.

13. Participate in local business associations by volunteering to speak

Speaking at business events or local meetings can help you reach your goals in marketing. Businesses often require interesting speakers to bring members to their meetings. While your talk should cover a specific area of your expertise, it should also be relevant to the audience’s information needs and the problems they are trying to solve.

14. Send in your proposals for speaking at industry group conferences

Speakers are needed at all levels: national, regional, and local. Submit proposals to speak at these events if you are an expert in your area. You may be able to speak on a panel if you don’t have much experience. Make sure you promote your participation on the panel and link to any video or other promos the conference planner has made.

15. Ask for referrals and recommendations

Always be looking for ways to encourage friends and customers to recommend you. These recommendations can bring you ready-to-buy clients to your door, customers who trust you because of the recommendation and are thus easier to purchase from. While some referrals and recommendations happen naturally, you can increase your referrals by actively acquiring them.

16. Refer business to other businesses within your network

Referring others is just as important as getting them. People will recommend people they like and businesspeople often like those who send them business.

17. You can co-market your business to another business

You can make arrangements with another company that has the same customer base as you, but that sells a different product. Send each other coupons, share mailings, and refer business to each other.

18. Tweet, mention and link to articles and posts of other people

By helping other people find great content, you can create interesting content and establish yourself as an authority on social media. It’s not only a great way to provide quality content for your followers but it’s also a great way to make new friends on social media, grow your network, and get your specialty known.

19. Send regular informational mailings to your email list by creating an email list

People who have requested to be included on your mailing list must be included. A newsletter signup box is a great way to encourage people to sign up for your mailing list.

20. Networking is a proactive activity

Join networking groups but don’t stop there. Make sure you attend all of them regularly. You should choose the ones that will attract you and then try a few leads groups. Referrals are the best source of business for most small service businesses. Referrals are the best source of business for most small service businesses. The more you participate in and see groups regularly, the more likely it is that you will be remembered by members who ask you for a referral.

21. Postcard mailings are a great option

Postcard mailings can be a great way to keep in touch with existing customers and potential customers. You never know when someone will need you, so make sure to keep in touch. Regular mailings will help you keep your name current.

22. Refer to others

Ask existing clients if they know of anyone who might be interested in your services. Also, think about who other professionals you may know that could recommend you to them. Talk to electricians and remodelers, plumbers and tile layers. Talk to web designers or ad agencies if you’re a graphic designer about referring work.

23. Call potential prospects by picking up the phone

Cold calling can be difficult and you need to be able deal with rejection. It does work. This article will help you make cold calls more enjoyable if you’re afraid to try it.

24. Canvas neighborhoods

If you offer services to homeowners, knock on the doors and speak to your neighbors. Handouts and door hangers are good to have with you. You may be able to get more sales from neighbors who are often curious about a homeowner’s work.

25. Don’t be too quick to discourage tire kickers

It can be difficult to decide where to draw the line when people keep asking questions, even if they don’t intend to buy. But sometimes those questions are used to assess your business and gain information.

26. Publicize your website

It’s amazing to me that there are still businesses without a website. A few months back, I attended a Chamber of Commerce meeting and was introduced to a man who claimed to be a copywriter. I asked him for a business card. His card did not include his website so I requested his URL. Amazingly, the man who tried to convince me that he could write web copy didn’t actually have one.

You need a website regardless of how much you social media network or how much you do in-person networking. Prospects will want to see examples of your work and get more information. If you are a consultant or expert, they may also want to read what you have written about your field. Your website can be controlled by you. It is impossible to control the ads that appear next to your posts, or what the rules of social media sites are.

You don’t have to spend a lot of money on a web designer if you are unable to afford it. Make sure your website is listed in all sales literature, business cards, member directories, and other places you can find listings.

27. A fully functional website

Another thing that I find remarkable is the number small businesses who join local business networking organizations and have their non-working websites listed within the group’s membership directory. Sometimes it is because the directory listing was published with an error in the domain name. It is often that the domain name was abandoned by the owner of the domain or the company never set up the website. Do not let this happen to you. Register the domain name by yourself, not letting the web developer. Also, ensure that your credit card information is up-to-date with the domain registrar. To ensure that there are no typos in your directory listing, double-check it after it has been published. To ensure that you haven’t left any links to empty pages or “under construction” pages on your website, make sure to check each page.

28. Be creative

Sometimes, you have to think outside of the box in order to find the best marketing strategy to your small business. You might be able to grow your business by targeting a different audience or an entirely different industry. Perhaps you want a fresh look or a different angle to promote your business. These creative ideas will help you find a strategy that works.

29. Marketing shouldn’t be stopped

It’s tempting to stop doing all the marketing and networking once business is coming in regularly. This is a mistake. To keep your business coming back, you must market constantly.