Each type of digital marketing strategy has its pros and cons which, depending on your business or your personal preferences, may give one type of advantage over another. Let’s take a look at each of the major types to see how they stack up against each other.
- Search Engine Optimization
- Social Media Marketing
- Content Marketing
- Email Marketing
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is the digital marketing strategy where you optimize your website to rank higher in search engine results pages. Optimized content for SEO typically includes keywords, alt tags on images, descriptions, page copy, etc. If you are creating an initial digital marketing strategy, then it’s time that you start blogging as well.
SEO is free and easy to get started: All of the work you do to increase your search engine visibility is done for free and it’s easy work that anyone can learn.
Monthly on-page optimization benefits: As long as there are new pages on your website, you’re adding value. Making regular changes increases the likelihood that someone will find your website when they enter a relevant search term.
The biggest benefit of SEO is that the more people who are searching for your products or services, the higher you’ll rank in search results. This means that customers will be able to find your site more easily and see it when they’re looking for a product like yours. Once customers get to your website they usually convert at a higher rate than they would if they found you via other means.
Can be a lot of work: Once you get started, it can take a lot of time to keep going. Updates have to be made regularly and often require learning new skills or spending money on tools.
Long-term activity isn’t guaranteed: If SEO is your only digital marketing focus, then your traffic, leads, and purchases will probably plateau at some point. This is especially true if you don’t constantly work to promote your content.
Social Media Marketing (SMM)
Social Media Marketing has become an effective digital marketing strategy to market your business. It’s not just for celebrities anymore. When you choose to work with an agency, there are many factors that go into making that decision.
Niche-specific networks allow for more targeted advertising: For example, you could reach cat lovers on Pinterest or take advantage of the massive video audience on YouTube.
Time commitment: It takes time to create and share content that’s engaging. Although this may not be a problem if social media is your focus, it can become an issue if you’re trying to incorporate several different aspects of digital marketing into your strategy.
Spotty audience engagement: You could post something at the perfect time and get no reaction. It’s hard to tell how much potential your content has until you start sharing it.
Content Marketing is the process of developing and sharing relevant, valuable, and engaging content in order to establish yourself as a thought leader and grow your audience. Content marketing has become an increasingly popular digital marketing strategy over the past 10 years.
Builds trust with customers: If you’re creating helpful, educational pieces that are relevant to what people are searching for, then you’re building up a reputation for yourself as an authority.
Time commitment: Publishing regularly and creating high quality content is hard work. You’ll need to team up with writers, designers, and others who can help you create successful pieces that engage your customers.
May not be enough: Some people believe that this is the best way to market a business, but it can’t replace other forms of digital marketing. For example, if you’re only focusing on blogging, then your prospects may never find out about your product or service from any other source.
Email Marketing is an effective way to market your business, especially if you’re trying to reach a large audience at once. A good email marketing strategy should deliver the right message to the right people at just the right time.
Constant presence keeps the brand top of mind: If people sign up for your email list, then they’re likely to remember you more often than they would if you just shared a link on social media.
You’re able to promote your brand: You can send out announcements, coupons, and other useful pieces of information that people would appreciate receiving.
Loss of subscribers via an email list means loss of potential business: Your prospects may lose interest in your product or service as time goes on, which means they’re less likely to buy from you or sign up for your email list.
People may unsubscribe if they’re not engaged: If your email lists aren’t relevant to what people are looking for, then there’s a good chance that they’ll leave and find something else that appeals to them more.
Paid advertising is an extremely effective digital marketing strategy to increase traffic, leads but one of the most expensive forms of digital marketing. You can increase your visibility by paying for ads on social media sites, search engines, and other websites.
Guaranteed results: You can set a daily limit for how much you want to spend, so you won’t end up spending more than you wanted. PPC campaigns are also measurable, which means that you can see exactly how well a campaign is performing.
May not be the best way to get leads: Some people might never click on your ads, even if they’re interested in what you have to offer. In many cases, PPC campaigns will generate more brand awareness than direct conversions.
May require knowledge of sales copy and psychology: You’ll need to know what kinds of ads work best for your business, like how to create appealing titles and headlines.
Requires a lot of time and effort: You have to create content for your site, blog, YouTube channel, etc., as well as create emails that your audience will want to read. If you don’t publish
The Digital Marketing Strategy Pros & Cons Summary
These are some of the different pros and cons of each type of digital marketing. As you can see, each type has its strengths and weaknesses depending on what you are trying to accomplish. Keep these in mind when deciding which digital marketing strategy fits your goals best.
Have questions about your digital marketing strategy? Reach out to me and let’s start a chat about how I can help you with your digital marketing strategy.