The Ultimate Guide to Marketing

The golden question everyone asks is, what is the best way to market my business? And, do I need to do them all? Obviously, those who ask this question are looking to grow their business or grow it more efficiently. Yet, they are not sure which social media, marketing strategy, or digital marketing platform to use. You might be wondering the same thing and, the golden answer...it depends. We will review digital marketing types in this blog. We will explore the pros, and cons, what works, and create the action plan to implement.  


Of course, we can make this process much easier by working with RTB's consulting & digital marketing agency. Yet, you can give it a go, and we can see what is working and how to make it better. Either way, it's a win-win to get you moving on growing your business. So, let's start with what is Marketing?   


Marketing has always been about making the right connections with the right people at the right time. This implies you'll have to meet them where they are at. You need to fully empathize with their needs before you can offer a solution they will want. Don't get lost in the desert searching; they are out there but might be right under your nose.   

What is Digital Marketing?

The Digital marketer uses the internet or electronic devices for engagement or communication with customers, both potential and present. The common digital channels used are social media, email, website, webinars, video, podcasting, lead funnels, search engines, directories, and more.   

What gives a digital marketing strategy that sparkle? You can reach a broader audience with digital marketing than you could with traditional marketing. And, you can target the prospects who are most likely to buy your product or service. It's also less expensive allows you to track results on a daily basis.

Digital Marketing Matters more Now than Ever

The marketing world has changed its direction in recent years due to fast-paced technology and an ever-expanding digital network. Today, there is a more significant need for innovative methods and resources for online marketing and product promotion. In this aspect, digital marketing has played a critical role. Thousands of businesses and startups rely on a cohesive digital marketing strategy to produce a substantial quantity of revenue. They've also captured the interest of millions of users with just a few clicks. The following are some of the ways that digital marketing has an impact on growth. This will guide you through the best marketing solutions for your business.

Categories of Digital Marketing

  1. Content Marketing
  2. Search Engine Optimization
  3. Pay Per Click (PPC)
  4. Mobile Marketing
  5. Social Media Marketing 
  6. Email Marketing
  7. Marketing Analytics

When it comes to making a decision on which one, the standard questions apply: 

  • WHY do you want to employ a digital marketing strategy?  
  • WHO are you trying to reach with your marketing efforts?
  • WHERE are your prospects at now?
  • WHAT problems are they facing? 
  • WHEN are you expecting results for your efforts?  

This will assist you in selecting the appropriate forms and channels to meet your goals. 

1 Content Marketing

Digital marketers use content marketing to generate and share material-text, images, and multimedia that offers value to your audience. Content marketing examples include blog postings, resources such as white papers and e-books, digital video, and podcasts. It should, in general, first and foremost deliver value to the consumer rather than simply market the brand or try to sell something. If you have tried content creation and it failed, don't take it as the end-all. 


The scope of content marketing strategies is intimidating to many businesses. As a result, many do the bare minimum and charge a few freelancers to write below-par blogs. This content gets lost in a sea of more thoughtful and strategic content marketing campaigns. We understand the hesitation, which is why we offer a scaled-down version of content clustering marketing. Instead of paying $6,000 for content strategy development minus the content, we offer strategy in the form of content. It is 2 posts with the road map to scaling an effective content strategy for the whole site.

2 Search Engine Optimization

Search engine optimization is exactly what it sounds like. It optimizes your website for search engines, which entails two aspects - site performance and content optimization. When it comes to site optimization, you want to hone in on-site speed, compression of pictures, mobile responsiveness, and mobile load speed vs. desktop load time.


For content and developing materials that people are actively looking for, ensuring your content is performing at the highest level is key. Our recent article on voice search explains how advancements in AI have fundamentally changed SEO best practices. Some of these practices include answering questions at the beginning of a services page or blog. Integrating keywords is still key. There are a variety of digital marketing tools that can help make sure you use the right keywords and keyword density. Meta descriptions and structured page data are two major overlooked practices further explained in the article. Infographics and charts can increase the shareability of your content, so incorporate a few throughout your site. No matter what business or industry you're in, you should be doing this at some level.  


When someone searches for your brand, products and services, and other relevant words and phrases, search engine marketing is all about getting your website to appear at the top of the results.


3 Pay Per Click (PPC)

Pay-per-click (PPC) is a type of paid search advertising. Advertisements that appear at the top of search pages and sides of a page of search results, ads that appear when browsing the web, commercials that appear before YouTube videos, and ads that appear in mobile apps are all examples of pay-per-click advertising. You can choose whether your ads are shown to users all over the world or only within a specific geographic area or niche audiences when setting up a pay-per-click campaign.  

If you are a local service-based industry, it is ideal to geo-fence or geo-target when setting up PPC and having specific landing pages geared for that specific search and not sending them just to your website. The more focused, the better. Remember how people are searching when it comes to how you word your ads; some will be by type, and others will use voice, slight difference, yet big impact.

4 Mobile Marketing

Mobile marketing is almost as broad as digital marketing, and it will overlap with many other sorts of marketing. This sort of digital marketing focuses on reaching out to your target audience through their smartphone or tablet. Text messages, social media, websites, email, and mobile applications are all examples of mobile marketing. 


The most important thing is to make sure that your entire website and all of your content are 'mobile-friendly,' meaning that it functions and looks excellent on any device. This usually entails keeping things short and simple, using clear language and large buttons, and including subtitles on your videos so that people can understand what you're saying even if they can't hear you. That's a terrific place to start, and you can expand on it later with more targeted mobile advertising, text message campaigns, or apps based on your goals, budget, and timeline.

5 Social Media Marketing

This encompasses everything a company does on social media. Compared to other forms of advertising such as television, print, and even online display advertising, social media brings a whole new level of involvement and participation. Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat are just a few of the channels available, with options ranging from organic (like Facebook groups, page updates, stories, and Messenger) to sponsored (like Facebook, LinkedIn, or YouTube ads). Keep in mind that the ad setup, structure, ad types, call to action are different for all three platforms. We suggest calling our team for a free strategy session if you want a more specific understanding of your business.

6 Email Marketing

In a world when everyone is texting or Snapchatting, email is still one of the most successful digital marketing methods. Seasonal promotions and discounts (think Holiday deals or Mother's Day) have proven to be very successful for e-commerce sites and retail brands, and you can also use email newsletters to nourish your prospects by providing them with a lot of value beyond just pushing your products and services. You can build a relationship over time through email - know, like, and trust. You can also run short email courses, onboarding day by day or week by week with your app, and so much more.

7 Marketing Analytics

One of the major advantages of digital marketing is the ability to measure and track. When you launch an ad, campaign, social media post and more, you can see the results instantly and over time. Depending on the goal of the campaign will impact what the next step might be based on reviewing the analytics.


Today, analytics allow marketers to also track user behavior at a highly detailed level: how many times they click on a link, how much time they spend on a web page, how often they open emails, and much more. Yet, having all these tools and trying to do it on your own may feel like drinking from a fire hose, and you may not even need to be drinking from the hose you chose. The basic one everyone should have is Google Analytics, and our clients benefit from not having to purchase all the software but get to see the results of keywords, website scans, and results. If you'd like a free website scan for SEO and keywords currently ranking, schedule a review here.

How to Choose the Best Digital Marketing Option

So, that's the scoop on the seven types of digital marketing channels, and now the question is, do you need them all? As you can see, even today, the internet brings a wealth of opportunities where businesses can succeed. Now to maintain your brand breathing and to expand, you must consistently be engaged and have a plan for the long haul; those that give up too soon miss out - think of it as feeding and nurturing on a regular basis like a seed you plant. The roots take, and you see nothing, and then after weeks or months, it breaks through, and you see the plant sprout, then grow, and then blossom.

Same with your business, you could benefit from implementing just one of the above types of digital marketing strategies, and yet you may want all seven; not everyone plants the same seeds and at the same time. So, the best next step is to evaluate the seeds you have planted; if you're not seeing any sprouts or want to plant the best seeds for growth, contact us today for a free review, and we can review your goals, where you are now and what the best next seeds to plant might be based on your budget, timeframe, and results desired.    


Are you interesting in digital marketing and which of the seven might be the best fit for your business?

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