Jenkinson & Associates
Marketing With Results

Four Types of Marketing: What They Are, What They Are For

By now, you know that a one-size-fits-all approach to marketing just doesn't cut it.  Even so, many businesses still struggle to differentiate between the different types of marketing, in terms of what they are, how they work and their potential pros and cons.

1. Search Engine Optimisation (SEO)

What it is:

Search Engine Optimisation (SEO) is the art and science of improving a website's visibility on search engines like Google. It involves optimising content, meta tags and technical aspects of a site to rank higher in search results. SEO works by understanding and catering to the algorithms that search engines use to rank websites.

Pros:

• Organic Traffic: SEO can drive a significant amount of organic (unpaid) traffic to your website.
• Credibility: High search engine rankings can establish your brand as a trusted authority in your industry.
• Cost-Efficiency: Once established, SEO can provide a steady flow of traffic without ongoing ad spend.

Cons:

• Time-Consuming: SEO is a long-term strategy and it may take months to see significant results.
• Constant Updates: Search engine algorithms frequently change, requiring continuous adjustments to your SEO strategy.
• Initial Investment: Proper SEO often requires investments in tools and expertise.

 

1. Content Marketing

What it is:

Content marketing involves creating and distributing valuable and relevant content to attract and engage a target audience. It encompasses blog posts, articles, videos, infographics and more. The goal is to build trust, educate and influence potential customers.

Pros:

• Audience Engagement: Content marketing can build a loyal and engaged audience.
• SEO Benefits: High-quality content can boost SEO efforts by driving organic traffic.
• Brand Authority: Providing valuable content establishes your brand as an industry leader.

Cons:

• Time-Intensive: Crafting compelling content and maintaining a consistent schedule can be time-consuming.
• Results Take Time: Like SEO, content marketing is a long-term strategy that may not yield immediate results.
• Quality Matters: Poorly executed content can harm your brand's reputation.

 

1. Social Media Marketing

What it is:

Social Media Marketing involves leveraging social media platforms like Facebook, Twitter, Instagram and LinkedIn to promote products or services. It encompasses paid advertising, organic content and engagement with followers.

Pros:

• Wider Reach: Social media platforms have billions of users, offering a vast potential audience.
• Targeted Advertising: Precise targeting options allow you to reach specific demographics.
• Engagement: Interacting with your audience can build brand loyalty and trust.

Cons:

• Paid Ads Costs: While organic posting is free, effective paid advertising can be costly.
• Algorithm Changes: Social media algorithms can impact the visibility of your content.
• Time-Consuming: Managing multiple social media platforms can be demanding.

 

1. Pay-Per-Click (PPC)

What it is:

Pay-Per-Click advertising is a paid marketing strategy where advertisers pay a fee each time their ad is clicked. Platforms like Google Ads allow businesses to bid on keywords and display their ads in search results.

Pros:

• Immediate Results: PPC campaigns can generate traffic and leads quickly.
• Control: Advertisers have full control over budgets, targeting and ad copy.
• Measurable ROI: PPC offers precise metrics to track and optimise campaign performance.

Cons:

• Costs: Click costs can add up and poorly managed campaigns may lead to wasted budget.
• Learning Curve: Effective PPC management requires expertise to maximise returns.
• Competition: In highly competitive industries, bidding wars can escalate costs.