Types of Digital Marketing You Need to Know to Grow Online

“Learn about the 7 key types of digital marketing that are crucial for online success. Understand SEO, social media, email marketing, and other vital strategies.”

Want to grow your business online? If yes, you need to understand that growing a business online is not just about having a website. Neither is it about posting occasionally on social media sites.

In the cut-throat digital world, you need to stand out, reach ideal customers, and convert clicks into sales. But how? The answer is a well-rounded digital marketing strategy.

Of course, an effective digital marketing campaign can help you survive this competitive digital world in a business scenario. But there is a catch.

Digital marketing is not just one thing. It is an ecosystem or a bunch of multiple types of strategies and different channels. Remember that each channel or each type of strategy plays a unique role in helping businesses build visibility and trust online.

Running a startup? Managing a side hustle? Or, looking to scale your established brand or business? Understanding the various types of digital marketing is crucial. If you know what options are available and how to use them, you can save your time, money, and a lot of trial-and-error.

Hi, I am Rabish Kumar, a content writer and copywriter, working in the digital marketing industry since 2006. Over the years, I have navigated through various marketing strategies. Thus, I feel confident to write about different digital marketing strategies.

In this blog post, I will talk about essential types of digital marketing and how to use them effectively. From SEO and content marketing to paid aids and social media marketing, I will cover everything you need to know. So, are you ready to learn the essential types of digital marketing to grow your business? Let’s dive in.

1. Search Engine Optimization

The most significant and powerful weapon in the arsenal of digital marketing is Search Engine Optimization (SEO). If I say it is one of the most powerful pillars of digital marketing, it will not be wrong.

In general, SEO is the practice of improving your website so that it ranks higher on search engines like Google. Bing and Yahoo are other search engines, but hardly people use them. Thus, I will give you a reference to Google only.

Think about when you Google something. I am not sure, but you rarely go past the first page of results. That is exactly why SEO matters.

If your site is better optimized, it is more likely to rank higher and grab the attention of potential customers. Here is what you need to learn more about SEO.

Three Pillars of SEO

1. On-Page SEO: This includes optimizing and preparing your website to market it online. It may include using the right keywords in your content, optimizing your meta description, heading tags, and image alt text.

2. Technical SEO: This is also a type of on-page SEO focusing on technical aspects of your website. You need to consider things like site speed, mobile friendliness, and securing browsing (HTTPS) in your technical SEO effort. If your site is optimized with technical aspects, the search engines can crawl and index it effectively.

3. Off-Page SEO: On-page and technical SEO efforts are not enough to boost the rank of your website. You also need to optimize your site from an external point of view. The practice of off-page SEO involves building credibility through backlinks.

This is why some marketers also refer to it as link-building. Your goal should be not to build backlinks but to earn backlinks from reputable websites. If your site has more high-quality backlinks, it will look more trustworthy to search engines.

Why SEO is Worth the Investment

• Drives organic (free) traffic: You are not paying for every click like you would with Google Ads or Meta Ads.
• Compounds over time: A well-optimized post (content) can bring in traffic for months or even years.
• Build trust: Users trust your brand as they find it through an organic search rather than through a paid ad.

How to Get Started with SEO

You do not need to be an expert to start improving your SEO. Focus on creating high-quality content that answers your audience’s questions. Find the right keywords and identify areas to improve.

If you are not sure about how to find the right keywords, use and get insights from tools like Google Search Console, SEMrush, Ahrefs, and Ubbersuggest. You can also use Quora for content and keyword research.

And keep one thing in mind—SEO is not a quick fix solution.

It is a long game and requires continual efforts. However, if you do it right, it will reward you and can deliver some of the best ROI in the digital marketing world. You can also leverage professional SEO services to maximize the impact of the SEO strategies.

2. Content Marketing

Since I am a content writer and marketer, I am a little bit biased toward content marketing strategy. And, I believe that it can work wonders in your overall digital marketing campaign.

If SEO attracts visitors to your site, content marketing is what keeps them there and even brings them back.

Content marketing is all about creating and sharing valuable, helpful, relevant, and engaging content. Creating and sharing blogs, images, videos, infographics, and guides are some good examples of content marketing efforts.

Make sure that whatever type of content you produce, it should answer questions and entertain or inform your target audience. If you provide something useful, it will build trust and position your brand as a go-to resource in your niche.

In simple terms, SEO is about getting traffic, and Content Marketing is about keeping and growing that traffic.

What Does Content Marketing Look Like?

Content marketing has various forms. What you choose depends on your audience and business goals. Some of the most common types (I have used most of these myself) are as follows?

• Blog Posts: Great for driving traffic and answering search queries.
• Videos: Ideal for visual learners and social media engagement.
• Infographics: Good for presenting complex information in a simpler and shareable format.
• E-books: Excellent for generating leads in B2B settings.
• Podcasts: Perfect for thought leadership and long-form storytelling.

Why Content Marketing Works

• Builds authority: When people consistently learn from your content, they start to trust your brand.
• Boost SEO: Quality content helps your site rank for more keywords and keeps the audience engaged longer.
• Drive engagement: Good content sparks comments, shares, and conversations.
• Supports other marketing efforts: You can repurpose your content into email campaigns, social media posts, and even sales materials.

A Few Quick Tips

• Know your audience: Create content that answers their questions or solves their problems.
• Be consistent: Use a content calendar. It can help you stay on track.
• Focus on quality over quantity: One in-depth blog post is often more valuable than five rushed ones.

Tip: Content marketing is your long-term play. It might not bring results overnight, but over time, it becomes one of your most valuable assets for building trust, authority, and visibility online.

3. Social Media Marketing (SMM)

Another popular yet powerful type of digital marketing is social media marketing (SMM). It provides you with an effective way to build a connection with your audience and showcase your brand personality.

SMM, one of the powerful types of digital marketing, involves using various social media platforms. Some popular ones are Facebook, Instagram, X (formerly Twitter), Quora, Pinterest, and LinkedIn.

Each social media platform has its unique features and audience base that you also need to understand before using it. For example,

• Facebook: Community engagement, brand storytelling, and targeted advertising
• Instagram: Visual storytelling, brand identity, and influencer marketing
• LinkedIn: Professional content, B2B marketing, networking, and thought leadership
• Quora: In-depth answers, SEO-driven content, and thought leadership (Learn more about Quora for Digital Marketing)
• Pinterest: Visual inspiration, DIY, lifestyle, and product discovery
• TikTok (banned in India): Short, creating, and highly engaging video content.

You should craft the marketing strategy accordingly to maximize the social media marketing benefits.

Paid Vs Organic Social Media Marketing

• Organic Social Media Marketing: It involves posting content without paying for it. Organically, building loyal followers on a social media platform takes time. But over time, it will reward and help you establish direct communication with your audience (followers). Best practice involves providing value to your audience. The more value you put in your content, the more people are likely to engage with your posts.
• Paid Social Media Marketing: If you want fast results, paid social media marketing campaigns can be a good option. This will allow you to target a specific demographic and reach the target people effectively without waiting for a long time. Another advantage of paid social media campaigns is that you can fine-tune your audience based on location, age, interest, behavior, and more.

Why Social Media Marketing Matters

Social media marketing, one of the powerful types of digital marketing, matters a lot for businesses. It not only helps businesses grow online but also gives other perks. The key benefits of including social media marketing in your digital marketing strategies are as follows:

• Brand Awareness: It allows you to get your brand in front of a large audience base, quickly and effectively.
• Customer Engagement: Social media platforms allow you to chat with your followers, answer their questions, and build a community. Plus, this two-way communication fosters a deeper connection with your audience.
• Targeted Advertising: Social platforms have powerful targeting tools to reach the exact people whom you want to target for your products or services.
• Traffic and Conversations: Social media marketing is a great technique to drive traffic to your website. You can do this either by organic posts or by running ads on Facebook, Instagram, and LinkedIn. 

Tip for Getting Success with Social Media Marketing

• Be consistent. Post regularly, but focus on quality over quantity.
• Use the right hashtags to increase visibility and discoverability.
• Engage with your followers. Respond to comments and messages. And do not be afraid to start conversations.
• Track your performance. Use analytics to understand what works and what does not, and adjust accordingly.

4. Search Engine Marketing (SEM)

Many marketers often get confused about differentiating Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Although both strategies target users who are actively searching your products or services on search engines, they are different.

While SEO techniques place your business higher in SERPs (search engine result pages) organically, SEM techniques do the same through paid ads. This means you need a certain amount of funds to start your SEM campaigns.

What is Search Engine Marketing?

Search Engine Marketing (SEM) is one of the powerful types of digital marketing strategies. It promotes websites by increasing their visibility in search rankings through paid ads. Typically, these ads appear above or alongside organic results. However, they are marked with indicators like “Sponsored” or “Ad”.

Many people assume that Pay-Per-Click (PPC) advertising is what we call Search Engine Marketing or SEM. But this is a half-baked cake. PPC is a component of SEM, for example, Google Ads and Microsoft Ads. A complete SEM strategy includes many other activities, such as keyword research, ad creation, bidding, and ongoing campaign management.

If you implement SEM correctly, it can allow your business to quickly connect with users who are searching for your products or services. Ultimately, it can deliver highly targeted and fast results.

How Does SEM Work?

• Keyword Targeting: You start a SEM campaign by selecting keywords that your potential customers are likely to search for. Remember that keywords are the foundation of your SEM campaign.
• Ad Creation: Next, you design compelling ad copies that you want to appear in the search results. Make sure these ads are relevant to the keywords and include a strong call to action.
• Bidding System: You set bids for how much you want to pay for each click or impression. Do not assume that if you set higher bids for your ad, your ad will rank higher in the search engines. Search engines also consider other metrics like quality score, click-through-rate (CTR), conversion rate, cost-per-click, and ad position/impression share.
• Campaign Management: SEM is not a one-time effort. You need to monitor and optimize your ads to improve performance. This can include adjusting bids, refining keywords, and updating your ad copy.

Why SEM is Worth Considering

• Immediate Visibility: Unlike SEO, SEM ads put your business at the top of the SERPs (search engine result pages). Once your campaign goes live, your products or services continue getting immediate exposure.
• Intent-Based Targeting: SEM targets those users who are actively searching for your products or services. Thus, it often produces higher conversion rates compared to display ads or social media ads like Facebook Ads, Instagram Ads, and LinkedIn Ads.
• Flexible Budgeting: In SEM, you have full control over your ads and budget. You can set and control your daily or monthly advertising budget.
• Detailed Performance Metrics: SEM platforms like Google Ads and Microsoft Ads provide you with itemized data. Thus, you can analyze different metrics like impressions, click-through rates, conversions, cost-per-click, cost-per-impression, etc. This makes it easy to track ROI.

Common Mistakes to Avoid in SEM

• Overlooking Negative Keywords: Failing to exclude irrelevant search terms can lead to wasted ad spend and poor traffic quality.
• Neglecting Ad Copy Quality: Weak headlines or vague messaging can reduce your ad’s effectiveness, even with strong keyword targeting.
• Ignoring Mobile Optimization: A significant portion of search traffic comes from mobile devices—ads and landing pages should be optimized accordingly.
• Set-and-Forget Approach: SEM requires consistent analysis and updates; static campaigns often lose effectiveness over time.

5. Pay-Per-Click Advertising (PPC)

I have already talked about Pay-Per-Click or PPC advertising in the Search Engine Marketing section. You learnt how you can leverage it to place your products or services at the top of the SERPs through paid ads.

But PPC is not only about Search Engine Marketing. You can also leverage this powerful digital marketing technique to target users on social media platforms like Facebook, Instagram, and LinkedIn.

Types of PPC Advertising

• Search Engine Marketing (Google Ads and Microsoft Ads)
• Display Ads on Social Media Platforms
  • Facebook Ads
  • Instagram Ads
  • Pinterest Ads
  • LinkedIn Ads

Advantages of PPC Advertising

• Instant Results: PPC campaigns can generate traffic almost immediately after launch.
• Highly Targeted: You can target your ads based on users’ age, location, device, and behavior. Also, you can schedule your ads.
• Budget Control: You have full control over the budget that you want to spend on your ads. You can set the bid and adjust it at any time. Also, you can control how much you want to spend on pay-per-click.
• Measurable ROI: With PPC advertising campaigns, you have detailed analytics. You can track metrics like clicks, conversions, and sales. Thus, you can measure the ROI.

Common Mistakes to Avoid in PPC Advertising

• Poor Targeting: You may waste your money on clicks if you do not target the audience the right way.
• Ignoring Quality Score: If you do not mind the quality score of your ads, your ads will be expensive.
• Not A/B Testing: If you do not test different ad copies, images, and keywords, you may fail in your ad campaign.

6. Email Marketing

As a growing brand, your goal must be to build a long-term relationship with your audience. Although the aforementioned types of digital marketing techniques can help you, email marketing is another effective strategy you should not forget.

It is a powerful tool that can significantly help you grow online. While social media platforms come and go, your email list is something you own. Think of this as a direct line to your audience. If you use it effectively, then you can communicate with your audience in a more personal and targeted way.

What Is Email Marketing?

In general, email marketing is all about sending targeted emails to your subscribers to promote your products or services. However, this is more than just this. This also allows you to share valuable content or keep your audience updated on your brand news and latest happenings.

Plus, it is also a great tool to nurture leads, increase engagement, and even boost sales. Unlike social media platforms, where algorithms control who sees your posts, email gives you direct access to your audience’s inbox.

Why Email Marketing Works

• High ROI: Email marketing consistently delivers one of the highest returns on investment (ROI) in digital marketing.
• Personalization: You can segment your email list based on customer behavior, preferences, and past purchases, allowing you to send highly relevant content and offers that are more likely to convert.
• Automation: With the right tools, you can set up automated email campaigns that nurture leads over time, send welcome emails to new subscribers, or remind customers about abandoned carts—all without lifting a finger.
• Direct Communication: Email is personal. People check their inbox multiple times a day, making it one of the best ways to reach someone with important information.

Types of Email Campaigns

• Newsletter Emails: To send regular updates to your subscribers. You can include blog posts, valuable content, news, product updates, or tips.
• Promotional Emails: To highlight special offers, discounts, or sales. This can drive conversions or purchases.
• Transactional Emails: To send order confirmation, shipping notification, and password resets.
• Welcome Emails: To send emails to new subscribers or customers to introduce your brand and set expectations.
• Event Invitation Emails: To promote upcoming events, webinars, or conferences.
• Survey or Feedback Emails: To ask for customer opinions or experiences. This can help improve your product or services.
• Product Announcement Emails: To introduce new products, services, or features.

Best Practices for Effective Email Marketing

• Build a quality email list by focusing on an organic list of engaged subscribers.
• Craft compelling, short, and clear subject lines so that your emails get opened.
• Provide valuable and useful content, like educational content, exclusive offers, or useful tips.
• Optimize for mobile so that your emails look good on all devices.
• Test A/B to see what works well and refine your approach accordingly.

Tools for Email Marketing

There are several email marketing platforms and tools that you can use. Some popular ones are as follows:

• Mailchimp
• ActiveCampaign
• HubSpot
• CovertKit
• AWeber
• Get Response
• Constant Contact

7. Video Marketing

Video marketing is one of the most popular types of digital marketing strategies that can help you grab attention and drive engagement fast. You must know the fact that nowadays video content is growing rapidly across platforms like YouTube, Instagram, and even Facebook.

Studies say that businesses that use video have a significant advantage in connecting with their audience. So, you must have this powerful tool in your digital marketing arsenal.

In general, video marketing is the practice of creating and sharing videos to promote products or services. You can use this technique to educate your audience or entertain them. There are many forms of videos that you can use.

For example, you can use short social media clips, in-depth video tutorials, or BTS (behind-the-scenes) videos. Your goal should be to capture attention, engage viewers, and drive them to take action.

Why Video Marketing Works

• Highly Engaging: Videos are more likely to be watched, shared, and remembered compared to text or images. They are one of the most engaging types of content out there, and they allow you to showcase your products in action, which builds trust.
• Increased Conversion Rates: Video has been shown to increase conversions. For example, landing pages with videos tend to have higher conversion rates because they provide a more dynamic and persuasive experience.
• Better SEO: Search engines love video content. Including videos on your site can boost your SEO efforts by increasing time spent on the page and improving your chances of ranking higher in search results.
• Boosts Brand Recall: People remember video content longer than other forms of media, making it a great way to keep your brand top-of-mind.

Types of Video Marketing

• Explainer Videos: These types of videos can help you demonstrate your complex products or services effectively. Make sure to keep these videos short, clear, and to the point.
• Live Streams: Facebook, Instagram, and YouTube offer live options that you can use in your marketing strategies. With this technique, you can engage with your audience in real-time. By going live on these platforms, you can effectively show your authenticity, answer questions, and build relationships with your community.
• Product Demos: Launched new products? Or want to showcase your products in action. Product demo videos can be the right choice. Placing these types of videos on video platforms can help you build trust.
• Customer Testimonials: Social proof is an extremely powerful tool to win trust. The technique is to share videos of happy customers or clients sharing their experiences with your brand. This is a great way to establish credibility.

Tips for Successful Video Marketing

• Keep Your Videos Short: Usually, viewers’ attention on social media is short. They do not want to watch longer videos. Thus, you should create videos that are short and clear. It is best to keep it within 15 to 60 seconds for maximum impact. If you want to create longer video content, make sure it is highly engaging from the start.
• Focus on Quality Videos: This is also an important aspect of video marketing. Your videos should not lack in quality. So, invest in good lighting, clear audio, and crisp visuals. If your videos look professional, they are more likely to get viewed and liked by your audience.
• Call to Action: Incorporating a strong call to action (CTA) in your videos is essential. Use CTA smartly, either in the first or in the last. It is better to test A/B to understand what works.
• Optimize for Social Platforms: Different social media platforms may have different requirements and best practices. For example, square or vertical videos are good for Instagram and Facebook. However, horizontal videos work well on YouTube. So, tailor your videos according to the type of platform you are using.

How to Get Started with Video Marketing

• Start with Simple Content:If you are new to video marketing or digital marketing, you do not need to start with complex videos. Simple videos can also be effective. You can start with product demo videos or short explainer videos. If you gain confidence and get some audience (subscribers), you can experience with complex videos like tutorial videos or customer interview videos.
• Leverage User-Generated Content: Encourage your customers to share videos of themselves using your products. User-generated content is authentic and can help build a community while also giving you more content to share.
• Use Video Editing Tools: There are plenty of easy-to-use video editing tools. Popular ones include Adobe Spark, Canva, Wondershare Filmora, Clipchamp, iMovie, etc. These video editing tools can help you create professional videos without needing advanced skills.

Types of Digital Marketing: Conclusion

Digital marketing is not a one-size-fits-all strategy. It involves a set of different types of digital marketing strategies. If used smartly and ethically, these digital marketing tools can significantly help your business grow and succeed online.

From the targeted reach of Search Engine Optimization [SEO] and Search Engine Marketing [SEM] to Content Marketing, Social Media Marketing [SEM], Pay Per Click Advertising [PPC], Email Marketing, and Video Marketing, there are plenty of options available. I have highlighted all these digital marketing types, so can you leverage grow online.

Influencer Marketing, Affiliate Marketing, SMS & WhatsApp Marketing, Online Advertising, Local Online Marketing, Audio (Podcast) Marketing, and Public Relations (PR) are other types of digital marketing that can help you grow online.