How Many Main Pillars of Digital Marketing

Whether your company is just starting out or trying to expand its customer base, digital marketing is an essential part of any company's long-term plan. Using proven tactics like search engine optimization and pay-per-click advertising is a key part of attracting the right customers.

If these pillars of digital marketing are making you dizzy, here we are! Kliff Tech Career Hub can help you master these vital tactics and provide you with strategic marketing and technology advice so you can focus on what you do best.

On the surface, there are four pillars of digital marketing:

1. Optimization for search engines
2. Pay per click advertising
3. Inbound Marketing
4. Outbound marketing

We didn't forget about social networks either! Social media plays a role here in supporting other pillars and we will mention that at the end.

Search Engine Optimization (SEO)

When you search for something on Google or Bing, you've probably seen a search engine optimized marketing campaign or some form of SEO.

When you use a search engine, you type in a phrase or sentence so that Google can give you an answer. The results page is usually divided into two parts.

There will be pay-per-click ads at the very top of the search page. If you look closely, they are labeled as "advertisements". We will talk more about them below.

Below the top search results are the normal search results. Google calls these search results “organic”. These are unpaid listings that Google or Bing will rank based on how relevant they are to your search.

This is where the SEO magic comes into play. Search engine optimization is basically about trying to get your website as high as possible in those organic search results for the keywords we choose.

SEO keywords aren't necessarily words, but multi-word phrases used on your website that tell search engines (and people!) what your page is about. There is nothing complicated about these keywords, they are the words your customers will use to find your website. If you want to do your own research, check out some free SEO research tools.

Writing content that is relevant to these keywords will move your company to the top of Google's organic search results. The higher your website ranks in search results, the more likely a consumer will click on your website.

Pay Per Click (PPC) Advertising

Remember all those ads at the top of the search page?

These are called pay-per-click advertising, or PPC. These ads are a great way to get your company's name out there in the digital space.

Search engines set up a bidding system where companies can bid on specific keywords.

Let's say you want an ad to appear every time someone searches for "puppies".

You can enter a bid, say 10 cents per click.

If you have the most relevant ad and bid the most money, you win the "puppies" slot.

But that doesn't mean you'll be charged whenever someone is looking for puppies. Instead, you only have to pay when people click on your ad, hence the name pay-per-click.

Inbound & Outbound Marketing

If you've already locked down your search engine strategy, but you're still seeing low traffic to your site, then it's time to turn to inbound and outbound marketing strategies.

Inbound Marketing

Simply put, inbound marketing is any content you put on the web for free for your audience to connect with, such as blogs and social media posts. These are an essential part of any digital marketing strategy.

With social media, you can connect with your target audience on the platforms they are already on and engage with, such as Facebook, Instagram and LinkedIn to name a few.

Customers and prospects can find out what's happening in your organization and share and express what matters to them.

You can also attract people to your website using blogs. Blogs will show that your company knows what it's all about while making you sound likable - am I right, lovely readers?

Blogs support your inbound marketing efforts in two ways.

They provide you with social media content to drive your social media followers to your website. If you want backlinks for your website and SEO efforts, blogs are a great way to do it with valuable content that other sites link to.

Your blogs can also improve your search rankings by creating regular content targeting specific keywords.

Outbound Marketing

Outbound marketing is known as a traditional form of digital marketing. This includes sending email blasts and everyone's favorite - cold calling.

Instead of attracting a customer to come to you as you would with inbound marketing, you are reaching out to the customer. Of all the marketing techniques discussed, outbound marketing is often the most time-consuming and tedious. Reaching out to potential customers individually takes a lot of time.

Fortunately, technology and marketing automation have taken some of the burden off. You can take advantage of software that is designed to help you prioritize and execute your marketing tasks more effectively and efficiently.

At Kliff Tech Career Hub, we use HubSpot ourselves and absolutely love it. Using their software for our Inbound Marketing allows us to be more productive. It saves us some time without compromising the quality of the work we produce so we can achieve our client's goals and our own more quickly.

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