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Types of Digital Marketing

Types of Digital Marketing

Here’s a list of the different types of digital marketing and how to harness their power to raise your online business presence to the next level of success.

The goal is to get more traffic to your website, gather more interest in your products or services, and increase sales. You know you need the internet to gain that momentum. 

But there are a plethora of ways to advertise and grow your business online. How do you know where to start? 

What is Digital Marketing?

Digital marketing is a way of using online resources to promote your brand, get new leads, nurture relationships, and garner more sales. Digital marketing advertises specifically via all electronic devices. 

The phrase digital marketing encompasses a wide array of advertising options, including:

  • Search Engine Optimization (SEO)
  • Search Engine Marketing (SEM)
  • Pay-Per-Click Advertising (PPC)
  • Content Marketing
  • Social Media Marketing
  • Email Marketing
  • Influencer and Affiliate Marketing
  • Display Advertising with Banners
  • Mobile Marketing
  • Viral Marketing

Search Engine Optimization (SEO)

Search Engine Optimization, or SEO, is both an art and science of increasing your website’s visitors by getting that site as high as possible on search engine query results. 

By publishing high-quality, high-quantity content optimized for search engines, you draw in the right audience at a higher volume. 

That tactic generates what’s known as organic search engine results, meaning you did not pay to appear on page one of Google. 

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However, this technique takes time to manifest a return on your investment. It requires patience, like waiting for fruit to ripen.

Search engines use crawlers that scan the web for information, gathering all the content they can find. 

That data converts to an index and is filtered through a special algorithm that attempts to match all that data with the viewer’s query. 

The tricky part is that search engine algorithms are ever-changing, so you’ll have to follow along to keep your content updated.

When applying SEO to your entire website and blog, you’ll look for specific keywords that you know your target audience is searching for online. 

You can use keyword resources like Google Keyword Planner,,, or even just a standard search on Google to see what users are searching for in your industry. 

What questions are your leads and clients asking?

When optimizing, it’s essential to include your internal links, meta descriptions, title tags, and your images, videos, and written content.

SEM: Search Engine Marketing

Unlike the organic results garnered from search engine optimization, search engine marketing is paid advertising. 

You pay to have your link on page one at the top. 

The kicker there is that it appears with a little notice flagging it as an ad, which users have learned to all but ignore. 

Viewers tend to trust organic search results more.

Businesses who want to engage in search engine marketing bid on a keyword or keyword phrase. 

When that keyword or keyword phrase is typed into a search engine, your page, with those targeted (and potentially costly) keywords, appears on the top of page one.

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PPC: Pay-Per-Click Marketing

Pay-Per-Click is another way to get noticed online. As the name suggests, you only pay when a user clicks your link. 

While this may save money to a degree, you’ll also pay for clicks that bounce off the page.

The cost of Pay-Per-Click varies based, in part, on the quality score of your website, as well as keyword competition.

With Pay-Per-Click, Google (or another search engine0 allows room for ads on a page, at the top of page one of the search engine query results. 

When you bid on appropriate keywords, you can claim one of those coveted positions.

Most Social Media channels also offer paid advertising in the form of pay per click or pay per impression.

Content marketing is among the best things you can do to increase your internet presence, draw in new leads, and nurture leads already in your sales funnel.

While content marketing technically includes all forms of multi-media, the powerful pull on your website comes from well-written, informative articles and blogs that establish you as an expert in your field and give viewers something of benefit that they can use.

Regularly published, keyword-rich articles are the key to getting organic search results. 

Even your title and metadata work in your favor with strong copywriting. Those are the first things a person sees in their search engine results and the only tools you have to convince them to choose your content over all the other content available.

The trick to good copywriting is not to sell your products or services. 

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Although generating sales is your motivation, sharing your knowledge is the best way to attract potential customers. 

Instead of telling a viewer why they should hire you or buy from you, you’re demonstrating why they should trust you. You’re educating them. You’re problem-solving.

The more long-form articles and blogs you have on your website and the more consistently you publish, the more traction you gain because you’re making yourself more visible. Each piece of written content is a beacon for your target market.

Video Marketing

YouTube is the second-largest search engine on the web. Harness that momentum.

Not everyone has the interest, time, or attention span to read through long-form content, and some tutorials are better communicated in a video than in text. 

And, videos make a great addition to written content.

Not all videos have to be lengthy. YouTube and many of the social media platforms are now encouraging short videos of 60 seconds or less. 

Making videos doesn’t have to be complicated. 

When you can put yourself out there on camera, allowing people to see your face and hear your voice, it creates an emotional connection. They feel like they know you.

If you’re camera-shy, there are several resources and automation tools that can help you generate compelling, entertaining, and educational videos to share with your following.

Another bonus to video marketing is that when you incorporate one of your videos into a website or blog, you extend the time that a viewer stays on your website, which can also lend to search engine authority.

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Another bonus to video marketing is that when you incorporate one of your videos into a website or blog, you extend the time that a viewer stays on your website, which can also lend to search engine authority.

Social Media Marketing

Social media marketing is the area where most businesses feel like they have to put their attention. And they’re not wrong. 

Social media allows something that articles and videos don’t: engagement. While people can like and comment on some blogs and videos, the interaction is limited. 

On social media platforms, however, your audience can ask questions and interact with you directly. 

Furthermore, it’s that audience that can share your content – and, in the best-case scenario, make your content go viral. 

The tricky part is to create content that is so informative, entertaining, or catchy that your viewers find it share-worthy.

Many business owners open Facebook, Twitter, or other networks and then stare blankly at the screen, not knowing what to post.

On social media, you can’t just post about sales, discounts, new products, or services. 

You can post those things sparingly, but if that’s all you post, you’ll lose your following fast.

Instead of posting randomly about whatever strikes you at the moment, create a content strategy – a plan for promoting your articles, blog posts, and videos across the social media platforms over the long term. 

Many social media moguls also give you insights about who is viewing your content and when. 

You’ll discover the most effective day and time to publish your work so that it reaches the most people possible.

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You can also combine PPC advertising with social media promotion by paying to have your content advertised to a specific, demographically targeted audience.

Social media is also ideal for getting ratings and reviews about your business, one of the best kinds of digital marketing available. 

You can promote those ratings and reviews on your social media pages and also on your website.

Use a content publishing calendar like to plan ahead to publish (and republish!) your videos and links to your written content.

Email Marketing

Email marketing was one of the original forms of digital marketing, and it still has its place today.

Email marketing is more than a monthly newsletter, although those still hold great value. 

In a newsletter, you can share your videos, announce new blog posts, invite them to find friends, and follow you on social media. 

But it’s more.

As with other digital marketing forms, your emails should not be blatant sales pitches or telling readers why your business is so fantastic. 

Maintain the foundation of providing valuable content.

You can use email in your drip campaigns, tailored to people in various stages of your sales funnel

For example, you may have a trigger for welcome emails, nurture warm leads, and maintain healthy relationships with existing clients who may offer ratings, reviews, or referrals – or, better yet, become a repeat client.

Where many businesses run into a roadblock is with their email subject heading. 

Today, people are inundated with emails and are learning to ignore them. You’ve got to really grab their attention in the subject line, or they’ll never open the email to discover your offerings.

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Influencer and Affiliate Marketing

Influencer and affiliate marketing are some of the more popular ways to gain leads and sales because you’re coat-tailing on others who already have a mass following on social media.

In these cases, you offer the affiliate marketer or influencer a commission on the sales generated from their promotion.

Influencers will then promote your brand through a giveaway, a discount code, prizes, or sponsored blog post. 

Affiliate marketers will sell your products on their websites with their marketing efforts, freeing you up for other tasks.

This type of marketing works well for short-term goals but doesn’t usually stand the test of time.

Display Advertising with Banners

Along with email marketing, banner advertising was one of the founding elements of digital marketing. 

However, many banners became too flashy or too loud, and web viewers quickly learned how to tune out their presence.

Banner advertising has evolved and can now employ algorithms and targeted demographics to get your ads in front of the appropriate audience.

You can also sell advertising on your website or blog, but you’re steering your audience away from your page when you do.

Mobile Marketing

Mobile marketing was the natural evolution of email marketing. 

In exchange for something like a free eBook, checklist, workbook, or toolkit, people provide essential information like their cell phone number and email address, entering the realm of permission marketing. 

By giving you their information, they’re saying it’s okay for you to contact them about your products or services.

It’s been repeatedly proven that people read their text messages almost immediately, or within minutes – and with access to automated CRMs with text messaging capabilities, it’s easier than ever to reach out to a lead within minutes of them filling out your contact form.

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The drawback to mobile marketing is that it’s disruptive; it interrupts whatever that person was doing at that moment, whether it’s working, eating dinner with family, or driving. 


Digital marketing encompasses many aspects, from optimizing your website to growing your audience and nurturing leads or increasing sales.

In most cases, you’ll find that the various types of digital marketing work in synchronistic ways. 

You use SEO-rich articles and blogs for your website, and then you promote that content through a steady stream of social media marketing and advertising using pay-per-click.

Use email marketing to notify subscribers when you have new content available.

For best results, create a content strategy – a list of what you’ll publish and when based on the insights you receive from your social media accounts and previous ad campaigns.

Use a content calendar to help you plan, publish, and promote your content regularly, even if you’re not physically there to hit the publish button. 

Consider working with influencers or affiliate marketers that can do some of the heavy lifting for you.

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