Landing Lion Guides

INTROduction To Digital Marketing

The Anatomy of Digital Marketing

5 minute read

Digital marketing is the practice of using digital channels to reach customers. It is a practice marketers use to spread awareness, capture leads, and drive sales.

Difference Between "Digital" and "Traditional" Marketing

"Digital marketing" refers to marketing online, whereas "traditional marketing" is any form of marketing that does not occur online.

3 Key Benefits of Digital Marketing

1. Reduced Cost

You can start marketing online with a very small budget, unlike traditional marketing. With as little as $5 you can start advertising on platforms like Google AdWords.

2. Instantly Measurable

Arguably the biggest benefit of digital marketing is the fact that it is easily to measure. With Digital marketing, you can measure the performance of every effort – unlike the black box of traditional marketing where you have zero insight into the performance of an effort (such as a print ad, tv commercial or highway billboard). This means you can refine each marketing effort (in real-time), improving performance and return on investment (ROI).

3. Targeted Exposure

With paid online advertising, you can isolate who sees your ads, which allows you to be efficient with your marketing budget. Your ads can be isolated to people based on specific characteristics, such as location, language, gender, age group, interests, and much more.

The Two Categories of Digital Marketing

1. Organic

Pros: long-term gain, authentic

Cons: takes a long time

Types: content, SEO, social media, email, and PR

2. Paid

Pros: immediate impact, control over budget

Cons: short-term gain

Types: PPC or paid search

The 6 Types of Digital Marketing

1. Content Marketing

2. Search Engine Optimization (SEO)

3. Pay Per Click (PPC) or Paid Search

4. Social Media Marketing

5. Email Marketing

6. Public Relations (PR)

Content Marketing

Digital marketing Category: organic
goal: rank organically on search results for desired keywords

Content marketing is the melting pot of the organic types of digital marketing: SEO, PR and social media. Content marketing has major advantages such as ranking on search, longevity, and authenticity. 

Search Engine Optimization (SEO)

Digital marketing Category: organic
goal: rank higher on search for keywords you target

94% of all clicks on search go to organic listings, not paid (i.e. PPC). This is why SEO marketing is still one of the most important types of digital marketing.  Essentially, SEO marketing involves optimizing your web content for search engines. Ultimately, improving all of your content to follow best practices for HTML, CSS, and JavaScript. 

Pay Per Click (PPC) or Paid Search Marketing

landing page Category: paid
Purpose: drive traffic to your site via sponsored content for targeted keywords

PPC or paid search marketing are the “sponsored” posts you see at the top of Google search and other search engines. This type of digital marketing is temporary. When you stop paying for your content to be sponsored, the content no longer appears as a search result.

SEO marketing and content marketing are about appearing in search results organically, whereas PPC marketing is about paying to appear in search results. Ranking organically with SEO and content marketing takes a bigger investment, but takes longer. With PPC marketing, you can appear at the top of search results for specific keywords you wish to target. Be careful though, it is easy to misjudge people’s intent with keywords you are targeting – this often results in burning through cash fast.

Social Media Marketing

landing page Category: organic
Purpose: connect with your customers and increase brand exposure

Social media marketing is the best way to connect with your customers and spread your company’s lifestyle. Typically, this type of marketing is used by B2C companies, however it can be used by B2B ones as well (just take a look at HubSpot boosting almost 1 million twitter followers).

Today, many people rely on social networks to discover, research, and educate themselves on a brand before they make a purchasing decision. For marketing, this means interleaving content marketing and PR marketing content, as well as company lifestyle content to help customers connect with your brand.

Social media marketing also has the side-effect of increased brand exposure because the nature of social media involves liking and sharing content. If a brand’s content engages their customers, then their content will more likely be shared and spread amongst new networks of people.

Email Marketing

landing page Category: organic
Purpose: improve engagement with your subscribers and customers

Email marketing is the oldest form of digital marketing; it has been around for more than two decades. While it is constantly evolving, it is still the quickest and most direct channel to reach your customers.

Emails have incredible power. But with great power comes great responsibility. It is easy to overwhelm people with email and to get labelled as spam. This is very bad. Successful emails engage, inform, and entertain.

Public Relations (PR) Marketing

landing page Category: paid
Purpose: leverage an event or announcement to gain exposure quickly

One of the biggest hurdles small companies and startups have to overcome is getting noticed. PR is a strategy used to cut through the noise and gain exposure for a business.

For startups, pitches or workshops are great opportunities to write a press release and craft a landing page to host it. This lets you to get easy traffic to your website and increase exposure.

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