The 7 types of online marketing: a beginner marketer’s guide
Whether a professional working in digital marketing or a business looking to improve their online marketing efforts, there are so many different parts of digital marketing that it can sometimes be overwhelming trying to figure out what to focus on — and how.
For marketing professionals, the almost endless lists of skills and qualifications that are said to be required to thrive in the digital marketing industry can feel like climbing a mountain with no end in sight — and that’s while also trying to keep up-to-date with the latest trends and industry developments.
For small businesses trying to create or execute a marketing strategy it can be even harder — what do you focus on, and how regularly do you need to implement it? With little prior experience, trying to create an effective digital marketing strategy can be incredibly frustrating and time-consuming.
So, how do you know what to focus on when there are so many different branches of digital marketing?
I have asked this question multiple times since I started my career in digital marketing — and with so much conflicting information on the internet, it can be extremely difficult to know who to trust for answers and valid advice. The best way to narrow down what to focus on is with a 3-step action plan:
1. Understand which area of digital marketing is effective for you and your career/ business goals
2. Research which skills you need to be successful in these areas
3. If you’re a professional, acquire the skills through experience or certifications. If you’re a business, decide whether it’s something your current team is capable of doing effectively, or find outside help.
In this article we’re going to focus on numbers 1 and 2, so you can get to work on part 3 (whether that’s building up your own skills, or knowing what to look for in a marketing employee). Read on to learn about the 7 areas of digital marketing and what skills are needed to succeed in them!
1. Search engine optimization (SEO)
What is it?
Search engine optimization is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine.
Put simply, SEO helps websites, blog posts, and more show up in organic search results (organic search results are the webpage listings that most closely match the user’s search query based on relevance).
There are many major brands and websites that will always seem to take the top spots when you search for particular keywords in Google — for example, when searching for “women’s clothing USA”, the first results you see are the top clothing brands in America, such as American Eagle Outfitters, Macy’s, Nordstrom and ASOS. These are big players in US female clothing so with the number of hits they get daily, and experts working on optimizing their websites for online, it makes sense that they’ll come up high in search results.
This phrase, “women’s clothing USA” would be incredibly hard for a small business to rank for. But that small business could find lesser-used combinations of keywords to help them show up when people search alternative phrases. It’s finding these keywords and optimizing all online content so it’s found in search engine results, as well getting your website a higher “authority” through getting mentioned on bigger, higher-ranking websites, that makes SEO what it is.
Skills needed
Analytical skills, content creation, social media marketing, social skills, knowledge of website creation/web hosting, basic HTML, understanding keywords, branding, strong writing skills, understanding networking & links, strong organizational skills, ability to see opportunities where others may not!
Job opportunities
SEO Specialist, SEO Strategist
2. Search engine marketing (SEM) & 3. Pay-per-click advertising (PPC)
What is it?
SEM is a broader term than SEO. Where SEO aims to provide better organic search results, SEM uses the search engines to advertise your website or business to internet customers and send more targeted traffic to your website. This is done through PPC or pay-per-click techniques, where advertisers pay a fee each time one of their ads is clicked.
“Search engine marketing” used to describe both SEO and paid search activities, but as the industry changed, SEM now refers solely to paid search (see #1 for SEO).
This can involve ads that link to landing pages or online stores, adverts for latest products, calls-to-action, persuading customers to click on links or be directed to a business through a phone call, and more. This area of digital marketing is extremely analytical, and although it can be very methodical, it also requires the ability to experiment and be curious.
Skills needed
Google Ads, Keywords and keyword research, analytics, knowledge of landing pages, organizational skills, creativity, attention to detail, Excel skills, Google Analytics
Job opportunities
SEM Specialist/Strategist, PPC Specialist, Digital Marketing Specialist, Paid Ads Specialist, Digital Advertising Specialist, SEO Analyst, SEO Specialist, Search Engine Marketing Analyst, Digital Media Planner
4. Content marketing
What is it?
A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
The best way to make your product special (no matter how widely used it is) is to make your product stand out from all the others in your niche.
By becoming a credible authority in your niche you will build trust in your brand and trust in your product, therefore making your product stand out against anyone else offering something similar. This strengthens customer relationships, builds brand awareness and credibility, and can foster customer loyalty, leading to increased sales.
But you can’t just tell people to trust you, you have to prove they can. Creating content that establishes you as a credible source in your niche will help show that you know what you’re talking about.
All of the following contribute to content marketing: educational articles, ebooks, free downloads on websites, book preview chapters, informative newsletters, blog posts, events, games, videos, quizzes, online magazines, infographics, case studies, social media posts…. and so on!
It has been said that content marketing is part of all forms of marketing, including social media marketing, SEO, PR, PPC, inbound marketing and content strategy. So a good overall knowledge of all facets of digital marketing helps!
Skills needed
Creativity, analytical brain, content writing skills, seeing opportunity, good copy and visual storytelling skills, social skills, strong organization skills, editorial skills, great research skills, understanding targeted demographics, understanding SEO and inbound marketing, knowledge of social media platforms, knowledge of the 7 types of digital marketing and how they work together, open to experimenting, know how to use Wordpress and Google Analytics
Job opportunities
Content Marketing Specialist, Writer, Blogger, Content Marketing Associate, Copywriter
5. Social Media Marketing (SMM)
What is it?
Social media marketing, or SMM, is a form of online marketing that involves creating and sharing content on social media networks in order to achieve your marketing and branding goals.
Social media marketing is imperative for any business. It encompasses marketing, customer service, building brand awareness, and provides a direct link to customers, including critical feedback and identifying trends.
However, it’s not as easy as just being on social media all day like you would with your own Instagram or Snapchat. It is a part of digital marketing that involves a creative eye, critical thinking skills, and seeking opportunities to promote or connect with your target audience.
It involves a lot of experimentation and analyzing what is and isn’t working and making changes based on that. Modern culture (such as using appropriate slang or gifs, for example) can also help a huge impact on the success of these channels to help foster community. Put simply — it’s not as simple as just posting on social media. There’s a lot more to it!
Skills needed
Knowledge of all social media platform and similar websites, creativity, organization skills, social skills, optimizing content for different platforms, copywriting skills, knowledge of modern culture, knowledge of automation tools, ability to work well under pressure, ability to juggle various tasks and styles of communication at once, basic knowledge of HTML/CSS, Wordpress, content creation, good eye for design, passion for community engagement and customer service, understanding of behavioural psychology, analytical mind, know how to budget and understand ROI, curious and experimental, adaptability, project management
Job opportunities
Social Media Manager, Social Media Executive, Marketing Associate, Copywriter, Community Manager, Online Customer Service Representative
6. Affiliate marketing
What is it?
Affiliate marketing is earning a commission by promoting someone else’s product or service.
For those with products to sell, promotion is imperative. If you don’t promote a product, people won’t know about it, and therefore you won’t make any money from it.
By offering a financial incentive for those that promote the product and get people to buy the product, you are not only making money yourself, but you are also widening the promotion that you could have done yourself. This is especially useful for small businesses, solo entrepreneurs and those who are trying to build momentum in their business.
Another useful part of this type of marketing is that it builds value for your product; with more people promoting it (especially those with standing in their professional community), it gives the product more authenticity, builds brand awareness and increases trust in the product.
In affiliate marketing, you are either the person with products/services to sell, or you’re the affiliate who promotes the products/services.
Skills needed
Organizational skills, knowledge of online automation techniques and processes, email marketing, managing subscriber lists, design, seeing opportunities where others may not, great social skills, psychology, copywriting, creativity, problem-solving, high motivation, data analysis, leadership
Job opportunities
Creating online virtual summits, webinars and workshops, Affiliate Marketing Manager, Affiliate Marketing Analyst, Marketing Associate
7. Email marketing
What is it?
Email marketing is using email to deliver messages, advertising and promotions.
Whenever you receive an email to your inbox about an online store having a sale, or whenever you sign up for someone’s mailing list, you’re involved in email marketing. When executed well, a sizeable mailing list can be one of the most cost-effective ways to promote products and services.
There are lots of strategies and tactics involved in email marketing, as well as lots of testing and analytics to evaluate what’s working. In one way it is very data-driven and requires intense analytical skills, however, it also requires heaps of creativity and — considering 47% of all emails are opened on subject line alone — it even contains elements of psychology in order to engage your recipient enough to convert into sales/subscriptions/ whatever you’re offering. Put this way, email marketing can be pretty intense!
Skills needed
Enjoy studying data, analytical brain, creativity, interest in psychology, social skills, copywriting, technical skills including at least basic knowledge of HTML/CSS, understanding of lead generation techniques, how to nurture a customer base, sales tactics, understanding of workflows, segmentation and other processes specific to email-marketing, exceptional organizational skills
Job opportunities
Email Marketing Specialist, Email Marketing Associate, Email Marketing Developer, Growth Hacker, Community Manager, Email Marketing Analyst, Web Copywriter
So, now you know the 7 different types of marketing, as well as what skills are necessary to excel in these roles. Armed with this knowledge, you should now be able to narrow down a few areas you’d like to get experience in, along with the skills you need to build. Now, it’s up to you!
Read 209 Fresh Digital Marketing Tips, Tricks, and Trends for 2019
This article was written by an Acadium apprentice 😊
