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Anybody working within the digital marketing industry will tell you how competitive the online marketplace is. There are many challenges for your business to overcome, however by using the relevant types of digital marketing, there is also a lot of scope for growth and success.

Google is the ultimate frenemy, and it’s something that we as marketers have a love-hate relationship with. However, it’s no secret that it completely dominates as our chosen search engine. Since it was first released 19 years ago, it has continued to develop its algorithms, release new services and provide fast, relevant answers to all of our queries.

More and more companies are establishing an online presence to keep their companies in touch with these digital developments. Whether you’re talking about a large corporation or a local takeaway, employing some form of digital marketing is essential for your continued success on the worldwide web.

The type of digital marketing you choose to focus on should depend on the following factors:

  • The amount of time you can invest
  • The size of your budget
  • The type of business you own
  • The audience that your targeting

What types of digital marketing are there?

Once you have an in-depth understanding of both your customer and the resources that you can allocate, you can then start to think about the type of digital marketing campaign you could launch. Your campaign could fall into one of two main sections, organic digital marketing (free) and paid digital marketing. Ideally, you should go for a combination of both.

type of digital marketing example - adwords


Organic Digital Marketing

An organic digital marketing campaign is a huge part of being successful online. It revolves around keywords, which are the search queries that you want to appear for in Google’s rankings.

For example, if I were to sell a selection of handmade leather boots for men, I’d want customers to be able to find me straightaway when they search for this term. Ideally, I would like to appear at the top of the first page, above my competition. This makes it more likely that the searcher will click through to my site and shop with me.

Practices such as including the keyword and its variations (e.g. men’s leather handmade boots) throughout my content is a good start, and I can also add it to alt tags (a type of image description for the visually impaired). These are just a couple of examples of how I could optimise my page, but they will help Google to identify that my content is relevant to users searching for handmade leather boots. Learn more about optimising for search engines here.

To summarise, an organic search campaign is a great, low cost way to improve your rankings. However, it should be noted that it can take a long time to see the results and conversions that you want. If you’re not filling an unoccupied niche, it can be notoriously difficult to achieve first page visibility.

Paid Digital Marketing

Paid digital marketing comes in many forms, and the type that you choose should depend on your target demographic. Paid marketing doesn’t offer the same financial benefit as an organic digital marketing campaign (where you don’t have to pay for visibility or desired actions), however it can provide quick results and instant visibility.

For example, Facebook could be used for B2C advertising. It offers a detailed targeting system so that you can appear to your chosen customer persona. For example, if I were selling a designer handbag, I could limit my ad to appear to professional women aged between 25-50. I might then choose to focus on their relevant interests, high-end clothing brands and fashion magazines targeted at this age range. Facebook advertising can also incorporate Instagram placements, which can be great for more visual products.

If I were a B2B business, I would be tempted to use LinkedIn as a paid advertising platform. This isn’t quite as developed as Facebook, and generally offers less value for money. Despite this, it is a great way to target professionals when they’re in a work frame of mind. You can also target job titles, helping you to appeal to people with the authority to be able to invest in your product or service.

Google Adwords is the dominant method of paid digital advertising, and it’s something that we as an agency have a great deal of experience with. Google has spent a great deal of time and money investing in this service, creating a tailored and personalised solution to get your business seen. With options to place your adverts in search engine results, Gmail and across different websites within its network, it is the ultimate, multi-pronged approach. Ads can also be placed in many different formats, including text, image and video, or a combination of these.


To learn more on about how digital marketing can be used to grow your business, contact a member of our expert team. We can advise you on the best way forward and offer guidance on how best to carry out your online efforts.

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