Digital Marketing: 17 Approaches that Drive Leads: Part 2

[Find more education pieces like this under Digital Advertising.]

Reading time: 8 minutes.

Digital Marketing

Digital marketing is your management process that uses electronic channels to identify, forecast, and satisfy the content requirements of a key Tribe. Your digital content needs to be consistently updated and added to in order to influence your customers’ behavior.

The 17 approaches will be bullet point in an overview-summary purpose for a quicker reading.  The format in all three parts, listed below, is to give you both a definition and the key benefits that the approach can deliver for you and make your business more successful.  The purpose of these three articles is to help you understand the basics of digital marketing in order to ask more directed questions of AMS and to understand the value that we recommend to you.

Part 1

  • Content Marketing
  • Social Media Platforms
  • Email Marketing
  • Website
  • Video Marketing
  • SMS/MMS Marketing

Part 3

  • Search Engine Marketing (SEM)
  • Influencer Marketing
  • E-Commerce / M-Commerce
  • E-Book Marketing
  • E-Book Marketing
  • Newsletters


SEOSEO (Search Engine Optimization)

Definition: The process of affecting the online visibility of your website in a web search engine’s (Google, Bing) unpaid organic results (versus from your paid advertisement).  In general, the higher ranked you are on the search results page (SERP) the more visitors you will receive which hopefully you can turn into customers. SEO may target different kinds of search, including topic, image and video search.

Benefit: SEO considers how search engines work, and the computer programmed algorithms (from each specific search type) which dictate search engine ‘rewarding’ different factors. In addition, it considers what people search for, the actual search terms or keywords typed, and which search engines are preferred by their targeted audience. You can be ranked differently on Google, Bing, Yahoo, etc.

Benefit:  By optimizing and adding content and coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines, your website will appear higher when a consumer types a specific keyword phrase ( i.e. best architects closest to me ).

Benefit: By promoting your site with backlinks to other industry or author sources, your search result will be higher due to your authority, relevance and credibility.

Local SEOLocal Search Engine Optimization (LSEO)

Definition: Focused on optimizing a local area business’ online presence (not in a national search ) so that your web pages will be displayed by a search engine when a user enters a local search for your products or services (often by adding …’ near to me ‘) but also including their physical location. Local searches trigger a display of two types of results: local, relevant organic results and the ‘Local Pack’. This is often a Top 5 listing and sometimes with a map. Sometimes the top pack include directories that list multiple websites in that industry.

Benefit:  Information displayed in the Google My Business listing and hence in the Local Pack can come from different sources, which you need to prepare, in order for you to be listed higher:

  • The owner of the business. This information can include opening/closing times, description of products or services etc.
  • Information taken from the business’ website
  • User-provided information such as reviews or uploaded photos
  • Information from other sources such as social profiles etc.

Benefit:  Prominence, relevance, and distance are the three main criteria Google claims to use in its algorithms to show results that best match a user’s query is you:

  • Prominence reflects how well-known is a place in the offline world. Google also uses information obtained on the web to assess prominence such as review counts, links, articles.
  • Relevance refers to Google’s algorithms attempt to surface the listings that best match the user’s query.
  • Distance refers to Google’s attempt to return those listings that are the closest the location terms used in a user’s query. If no location term is typed in, then “Google will calculate distance based on what’s known about their location”.

Data-Driven Marketing:

Definition: Data/numbers in itself may not provide any value to you, but with analysis, it becomes information that can lead to specific successful marketing tactics.  Raw data that Google or social media platform analytics generate need to be evaluated in order to turn  the numbers into marketing strategy. Field data is information learned in on-site research with presumably, and hopefully, with your key Tribes.

Benefit:  data is needed, and when turned into information, it often illustrates the more effective, or more cost-efficient  (ROI) way to proceed.  With often limited cash resources, you want to learn which option will generate the most ‘ bang for the buck ‘, and that requires research data.

Benefit: “ it sounds good to me “ has been the downside for many companies that waste money, time and effort.  Too often, the strategy may have been good, but without clear, concise, market research, the tactic does not/cannot be successful and improve your profit position.

Social Media OptimizationSocial Media Optimization (SMO)

Definition: SMO is similar to search engine optimization (SEO), in that the goal is to encourage more users to visit your website from links, and especially your social media platforms (Facebook, Instagram, etc ).

SMO goal:  is to strategically create interesting online content, ranging from well-written text to eye-catching digital photos or video clips that encourages and entices people to engage with your website.  Hopefully, they will then share this content with their social media contacts and friends.
Common examples of social media engagement: are “liking and commenting on posts, retweeting, embedding, sharing, and promoting content”.

Benefit:  SMO is also an effective way of implementing online reputation management (ORM), meaning that if someone posts bad reviews of a business, a SMO strategy can ensure that the negative feedback is not the first link to come up in a list of search engine results, or, gives you the opportunity to overcome that negative post.

Content AutomationContent Management  / Content Automation

Definition: Content management: is a set of processes and technologies that supports the collection, managing, and publishing of information on your social media platforms.

Definition:  Content automation: refers to software platforms and technologies designed to act independently from your manual efforts to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.

Benefit:  by specifying specific marketing actions, the processes are then interpreted, stored and executed by your software, which increases efficiency and reduces human error.

Benefit: Originally focused on email marketing automation, marketing automation refers to a broad range of automation and analytic tools for marketing, especially inbound marketing (consumer contacts to you).

Benefit:  Marketing Automation platforms are a hosted or web-based solution, where software installation is set up to provide a cost-effective and time-effective replacement of repetitive manual processes.


The purpose of this three-part blog is to provide an overview summary of the many key digital approaches and platforms designed to help you improve your specific Brand Voice (how you say it) and your Brand Story (what content you say) that improves your Brand Image.

AMS understands all 17 digital marketing elements in this three-part series, and is able to help you improve your Voice, Story and Image.  To learn more, please contact us with a call at 331-303-0959, or at to learn how we can help you to be more successful in 2019.

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