The early days of internet marketing were dominated mainly by search engine optimization (SEO). Those days are long gone. Thanks to ever-evolving search engine algorithms, internet marketing has been transformed into the more encompassing world of digital marketing. And within that world are a litany of services that marketers can use to promote their clients’ brands.
Are there some digital marketing services that are more important than others? That is a tricky question. Digital marketers rely on a few staples that are implemented with every marketing strategy. Then there are other services that are added on a case-by-case basis. What ends up becoming one company’s primary marketing strategy will not necessarily look like another company’s.
The Big Three
A competent digital marketing firm begins every new relationship by getting to know the client’s business inside and out. That means making the effort to understand the client’s industry, core products and services, company philosophy and culture, and so forth. Marketers also have to make an effort to understand the client’s customers.
From there, Salt Lake City-based Webtek Digital Marketing says marketers begin developing a comprehensive strategy. That strategy is likely to include the ‘Big Three’ strategies on which all digital marketing is built:
The foundation of all digital marketing is SEO. Why? Because search engines are the primary means by which customers find new companies to do business with. Remember that those yellow telephone books are gone. People barely read newspapers anymore. When they want products or services, they run straight to Google.
SEO has but one purpose: to see to it that customers find a company’s website when they are searching for relevant keywords. When that website performs well on search engine results pages (SERPs), the foundation has been laid for additional marketing efforts.
2. Content Marketing
Content marketing is second only to SEO in terms of importance. Content is that which gives website visitors a reason to hang around a site long enough to make a decision. Properly marketed content drives traffic, increases reputational authority, and helps to build a loyal audience.
3. Social Media Marketing
The best digital marketing agencies make good use of social media. They promote their clients on Facebook, Snapchat, etc., while also teaching them how to directly engage with their audiences on each of their social media properties. When done correctly, social media acts as the digital equivalent of word-of-mouth advertising.
Other Digital Marketing Strategies
With the big three in place, marketers can then add additional services based on needs and goals. Some of those services are listed below. Note that they aren’t all appropriate for every marketing campaign. Some are appropriate only for certain kinds of businesses while others work well only with certain types of campaigns.
- Paid Ads – Paid ads can generate a fairly good return. In most cases, marketing with paid ads is addressed through a pay-per-click campaign.
- Guest Posting – Content marketing almost always includes regular blog posts. Where marketers feel it could be beneficial, guest posting is another option.
- Link Building – Some would argue that link building is an integral part of SEO. Even in cases where it is considered a separate discipline, link building is still helpful in generating better search engine results.
There are yet more digital marketing services that have not been mentioned in this post. The thing to remember is that every digital marketing campaign is unique in its own right. The key is to work with a marketing partner who understands your business and is able to leverage the most successful strategies to help you reach your marketing goals.