Learning to use digital marketing and advertising can be overwhelming, especially with so many different opinions about what you need to buy when you should buy advertising, and how to grow your email list and clientele with paid ads.
What to Avoid in Digital Advertising and Marketing
One big no-no with purchasing in the digital marketing space is buying email lists. When you purchase an email list, you buy many names – but how many are interested in your product, style, or brand? While this looks like a good move to get more people on your email list, you’re better off having a smaller email list to grow organically. This way, you know that the people on your email marketing list have a vested interest in your brand and want to buy from you. Remember, you want to have targeted marketing! So don’t waste your time and money throwing mud against the wall with a purchased email list.
Seven Types of Digital Advertising and Marketing
Search engine optimization, or (SEO) optimizes your website content and keyword content on your website pages, improving your search engine rankings and increasing organic traffic. This can be done organically by adding keywords and metadata to your website, driving traffic to your website via email or social media marketing, and embedding your YouTube videos into your website.
Pay-per-click advertising (PPC) involves placing ads on search engine machines or buying ads on social media platforms and paying each time someone clicks on your ad. Suppose you’ve searched Google or another search engine and see the box with “Ad” inside. In that case, you’ve seen a paid-per-click advertising campaign. If anyone clicks on the ad, regardless of whether they buy, the company that posted the ad gets charged a fee for each click. These business websites usually do not have the organic ranking from their website SEO, so to get seen on the web, they are using ads so more consumers, or other businesses will find their website.
Social media marketing is when a business, person, or platform uses social media platforms to promote your brand, engage with your audience, and drive traffic to your website. Social media platforms you can advertise on include YouTube, Facebook, Instagram, TikTok, Tumblr, Snapchat, LinkedIn, and Clubhouse. While short-form video is the most popular content on social media, you can use many s of content the social media platform accepts. Which usually gets the most views and social engagement. You can use a scheduler such as Heropost or Later to schedule your social media.
Content marketing is when a business or person creates and shares valuable and educational content, such as blogs, video content, and images, to attract and retain a clearly defined audience. Content marketing involves original copy and can be a highly effective educational tool for your company’s marketing goals. Remember to be focused on education when writing articles and place one call to action at the end of your post – no one likes a sell fest when they are trying to read an article to get more information.
Email marketing is creating and sending promotional and educational messages in the form of email newsletters to your subscribers who have opted in to receive emails from you. While you can sell your products or services with email marketing, you’ll want to limit your selling to once every four or five emails unless you’ve got a tagged list of people on your email marketing list that is only interested in your sales. As part of content marketing, you’ll want to educate, educate, educate your readers, and deliver value in each newsletter.
Influencer marketing is a way to partner business owners with influencers to promote their products or services to their followers. Businesses’ biggest mistake when talking to influencers is not laying out a solid marketing plan. Usually, a business will mail a product and not have an outline or expectation of how the influencer will market their product. Be clear with your marketing expectations when talking with the influencer before you start your conversation! Do you want them to post a certain number of videos on TikTok, write a blog that backlinks to your site, or post a carousel of images on Instagram? Would you prefer the influencer to post a product review video on YouTube? You’ll want to have a solid ask before reaching out to influencers.
Affiliate marketing can be achieved by collaborating with other businesses or individuals to promote your products or services. When you use affiliate marketing, you will pay your affiliate a commission for each sale they generate. While you don’t have to join an affiliate marketing platform to set up a program, you do want to have a process for your program and a clear outline of how your affiliates will get paid once they make a sale for your company.
Mobile marketing targets customers on their mobile devices through apps, SMS, or mobile web. This is highly effective for service-based local businesses and product-based businesses, which can offer sale specials that can be purchased by simply clicking a link.
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