1. Search Engine Optimization(SEO): SEO is a common and crucial type of digital marketing.

SEO is the art of ensuring that your webpages and articles feature as high as possible on relevant searches. SEO is organic advertising, meaning you don’t bid on positioning. Instead, you optimize your website, pages and articles, using various techniques to ensure that your website features as a top result when relevant keywords are searched.

For example, if you sell flowers online, you’ll might want to feature for searches such as ‘flower sales’ and ‘buy flowers.’ You’ll want to ensure that you have that text in the webpage you want to show for that search. Additionally, you might run a blog that talks about specific flowers, or which flowers are best for different occasions. You will want to ensure that you include phrases and words you want to feature for within these articles.

You will also want to name the images you use in these pages and articles so that they align with the keywords you want to rank on search engines for.

With all of this said, don’t go overboard. Forcing keywords into pages and articles purely for the sake of SEO can end up making your copy seem unnatural. Not only will search engines pick up on this, but whomever does find your pages and articles won’t enjoy consuming them as much, and will be less likely to interact with your business.

2. Pay Per Click Advertising (PPC): PPC is sort of like a paid version of SEO. Instead of optimizing your site for search engine prioritization, you actually bid for advertising space for certain keywords on search engines. The bidding process involves complex algorithms on the side of the search engine, but ultimately there are a few aspects that the advertiser should priorities:

• Bid amount
• Quality of advert
• Formats (including various extensions)
• Expected clickthrough rate (CTR)

These combine to give advertisements an ‘Ad Rank.’ The Ad Rank is compared to competing advertisements to determine where the advertisement places if it places at all.

Extensions allow for those who see the advertisement to take specific actions. For example, a call extension allows the advertisement viewer to click a button and call your business.

Extensions are particularly useful because not only do they provide extra call-to-actions and personalized advertisements, but they also increase your chances of having your advertisement feature. This is because search engines see advertisements with extensions as being more intuitive and generally superior to those without.

3. Social Media Marketing: Social media is here to stay, and it’s so intrinsically entrenched in our daily lives that it makes sense to utilize it in your digital marketing campaign.

You can use various social media like Facebook, Twitter, Instagram, Snapchat, and YouTube to market your brand to an increasingly large audience. You can use these platforms for directly advertising your products or, more powerfully, for publishing content relevant to your brand that entertains, teaches, and drives interaction with your audience.

4. Influencer Marketing: A fantastic way to increase your audience is to get someone with a following to endorse your brand. This type of marketing has regularly been employed outside of digital circles, too – brands sponsoring sports stars, for example. If you can get a famous person to endorse your brand online, you will create a pathway between their audience and yours, encouraging their audience to investigate your product or service further.

5.Public Relations Content: Again, this is not a marketing technique limited to digital platforms, but it is still a crucial type of digital marketing. Simply put, people are more convinced by others who complement your products or services than they are by your own advertising.

To tap into this digital marketing possibility, be sure to include in your marketing strategies relevant digital content platforms on which you could be featured. PR is particularly useful to smaller businesses and brands who are trying to build a reputation for themselves. For these entities, being endorsed by a respected source can power huge growth. However, all businesses and brands will enjoy the fruits provided by good PR.

A useful way to boost your PR strength is to ask people who convert to give your business a review on a platform like Facebook. You could even offer them some value in return for a review – such as a free sample of another product. It is crucial, however, to note that you cannot tell them that they have to give you a particular rating; only that they need to give an honest review in order to get the bonus you’re offering.

6.Email marketing: Snail mail is dead, and email has taken over its role in communications. Utilize the popularity of the email medium by using it to communicate with your customers and audience. A fantastic way to do this is through newsletters. Ensure that there is a clear and attractive newsletter sign-up form on your website for your visitors to fill in. Once they do this, you will have a direct and streamlined medium to keep them informed about your products and services, as well as any special deals you may be offering.

You should also consider offering a value exchange – you provide with something if they sign up to your newsletter. Free eBooks and downloadable guides are common examples of the sort of value offerings you can provide in exchange for their email address. The reason this technique is so valuable is that it incentivizes the reader to give you their email address. After all, we’ve reached a point in the online world where people’s inboxes are being overloaded, so people are less likely to give their email address away for free.

The medium of email has some intuitive features, such as the ability to personalize messages and the option for recipients to stipulate that in which they are interested. These features ensure a communication portal that is streamlined to fit your customers’ individual needs. Almost everyone has an email address these days, so this is a form of marketing full of potential.

Ensure that you provide value within the newsletters you distribute; otherwise, your messages will be ignored by your subscribers, and they might even unsubscribe. You should look to provide interesting content, imagery, and links to other interesting things within newsletters. Here at Conversion Advantage, we believe in a 70/30 split between valuable content and advertising your offerings.

7.Mobile Marketing: Take advantage of this trend by creating mobile-specific marketing campaigns, ensuring a superior experience for your mobile customers, which in turn will stimulation more action. AdWords allows for mobile-specific marketing campaigns, which are likely to perform noticeably better than more general campaigns.

Apps are increasingly popular among mobile users and having an intuitive app can also drive extra sales. Many enjoy the simplicity of an app over scrounging through mobile sites to find that for which one is looking.

Creating an app can be complex, so it is probably better to get someone who understands the process to make one for you. Once you have one, however, it can be a fantastic way to keep in contact with your customers and provide them special deals.

8.Brand Journalism: Consumers are increasingly conscious of when they’re being advertised to. Gimmicky catch-phrases and cheesy grins no longer work as they did in the past. Marketers must find other ways to convince consumers to buy their products and services.

Enter brand journalism. This type of digital marketing is gaining popularity – and for good reason. Brand journalism involves creating content that your audience finds interesting, with less aggressive calls-to-action supplementing this content. This process creates a mutual transaction between the parties – the consumer is provided with interesting content, while the business or brand gets to promote themselves.

9.Video Marketing: Video is the ultimate type of digital media. By combining words and imagery into an intuitive package, video catches the eye of online users. Utilizing this form of media via video marketing is a powerful digital marketing technique. You can do this by posting video content on your sites and social media accounts, or by advertising on video sharing sites such as YouTube.

10.Audio Marketing: Audio advertisements on these platforms are an effective way to market your products and services. Since these podcasts usually feel more personal and relaxed than traditional radio, when the advertisements are played, they also feel more authentic – particularly when read out and endorsed by the host of the podcast.

The increasing popularity of podcasts provides another marketing opportunity. Hosting your own podcast relevant to your products or services is a creative form of brand journalism.

11.Affiliate Marketing: Affiliate marketing is a very clever type of digital marketing. Essentially, affiliate marketers sell other people’s products to their audience. If somebody purchases something from you after being linked from the affiliate’s site, the affiliate gets paid by you for the reference. This agreement is of mutual benefit – you’ve secured a sale, and the affiliate makes money.

Working with affiliates can help you to expand your reach substantially. Affiliates have access to large audiences, so getting on board with one is a fantastic opportunity. As previously mentioned with brand journalism, people don’t want to feel like they’re being advertised to, so affiliate marketers are a great way of making your marketing efforts feel more organic.