How Digital Marketing Works.

The Guide

What Is Digital Marketing?


Let's imagine Digital Marketing is made up of 5 main pillars which represent the different Digital Marketing channels (there are more but we'll cover the most popular/important ones in this guide). These pillars each represent the below channels:

SEO (Search Engine Optimisation)
PPC (Pay-Per-Click)
Social Media Marketing
Email Marketing
Affiliate Marketing

For your curiosity, other pillars/channels could be Display Advertising, Programmatic, Content Marketing, and PR to name a few, but we'll go into those in a later guide. Let's delve into each channel specifically below, and go through what makes that channel tick.

What Is SEO?


SEO, also known as Search Engine Optimisation, is the name given to the process with the outcome of increasing your rankings in the major search engines, such as Google and Bing, which in turn makes it easier for users to find your website, service, business etc. Traffic under this channel goes by the name of Organic Search. The main areas of SEO are the below:

Keyword Research
On page optimisation
Off page optimisation
Link building
Content
and more...

Want to know more about SEO? Then take a gander at our in-depth SEO Guide with top tips on how to increase your search engine rankings, and improve your website user experience.

What Is PPC?


PPC, also known as Pay-Per-Click and Paid Search, is the name given to the marketing channel which involves Paid adverts across the major search engines, such as Google and Bing. This allows you to target customers who are searching for related terms to your website, service, business etc. One great benefit with PPC is that you are not limited to users on Google and Bing's search engines, you can also target users on their other platforms such as YouTube, Google Maps, and Gmail to name a few. PPC can include the following:

Text ads on Google and Bing
Product ads on Google and Bing
Adverts on YouTube
Image ads across partner sites
and more...

Want to know more about PPC? Then take a gander at our in-depth PPC Guide with top tips on how to increase your leads and/or revenue and improve your return on investment.

What Is Social Media Marketing?


Social Media Marketing, also known as SMM, is the name given to the process of targeting users through Social Media platforms such as Facebook, Twitter, and SnapChat. Social Media Marketing experts will use two strategies to target users; targeting new users, and remarketing to existing users. This allows you to target new customers by what their interested in, whilst also keeping your existing users engaged with your brand, business, or service etc. Social Media Marketing can include the following:

Paid ads
Organic (non-paid) posts
Customer service
and more...

Want to know more about Social Media Marketing? Then take a gander at our in-depth Social Media Marketing Guide with top tips on how to increase your user interactions and improve your revenue through social media.

What Is Email Marketing?


Email Marketing can mean big money for your business. This is the name given to the process of sending out emails to your existing customers. This can be through mediums such as newsletters, sale/discount emails, and new product launch emails to name a few. You can keep your customers up to date with your marketing strategy by utilising Email Marketing, which can include the following:

Newsletters
Promotions
Individually targeted emails
and more...

Want to know more about Email Marketing? Then take a gander at our in-depth Email Marketing Guide with top tips on how to increase your revenue and return on investment by creating engaging emails for your customers.

What Is Affiliate Marketing?


Affiliate Marketing is the name given to the marketing channel which involves giving commission to what the industry now calls 'influencers' to promote your products/service. These sales are usually tracked by a third party, which require tracking being added to your website or custom links so the sale can be attributed correctly. Influencers can be one of many things:

Blog authors
YouTubers
Comparison sites
Have large Social Media followings
and more...

Want to know more about Affiliate Marketing? Then take a gander at our in-depth Affiliate Marketing Guide with top tips on how to increase your leads and/or sales with customers you would normally not have found through the other marketing channels.

Take The Next Step.


Now that we've touched upon the basics, you can now take the next steps to creating your own digital marketing strategy. You can read up on our individual guides for each channel, which are linked above, or why not get in touch to see how we can help with any of the channels listed?

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