Running a business comes with many challenges – and the competition is fierce. On average, approximately 4.7 million new businesses are started every year. So how can you make yours stand out? The answer lies in digital marketing.
Digital marketing is an effective way to reach new customers, build brand loyalty, and grow your business. Best of all, it’s scalable. Whether you’re just starting out or looking to take your well-established company to the next level, there are digital marketing tactics that work for any budget.
But how do you choose the right tactics for your goals? Before investing your time and money into a digital marketing campaign, it’s important to figure out which methods will work best for your business.
In this article, you’ll find a comprehensive overview of some of the best digital marketing tactics in use today. Learn what they are, their pros and cons, and when to use each marketing tactic for your business. Let’s go!
Basic Marketing Principles
First, it’s helpful to understand a few basic principles that inform all marketing tactics. Although good marketing is driven by data, it’s also an art – and just like art, there are certain marketing fundamentals that everyone should learn.
These underlying concepts will help you develop a strong overall strategy, no matter what type of marketing campaigns you pursue.
Problem, Solution
The first concept is known as “Problem, Solution.” This approach encourages you to think of your target demographic and common pain points they face. Ask yourself: what are your customers’ problems? And how can my product or service solve them?
When you identify one or more problems, you can develop a narrative around your company that positions you as the solution your customers need. No matter what type of marketing tactics you’re going to use, it’s important to communicate how you provide value.
Points of Differentiation
Next, consider what makes your brand unique. Are you communicating your key points of differentiation? You know what makes your product or service better than the competitors’, but do your customers?
Create an “elevator pitch” for your brand. Touch on the value propositions that make you special – and keep it as short and sweet as possible. This messaging will be very useful for future campaigns.
Scarcity & Urgency
In marketing, scarcity and urgency are two sides of the same coin. When used effectively, they are a powerful tool. After all, if customers think there’s a limited amount of your product or service – or a deadline for buying it – they’ll feel more motivated to make a purchase.
But don’t be manipulative or exaggerate excessively. If your potential customers feel you’re being dishonest, this marketing principle can backfire and lose your hard-earned trust and credibility.
Appeal to Emotion
Finally, there’s the “Appeal to Emotion.” This is one of the simplest, yet most effective concepts in any marketing tactic.
When you appeal to your audience’s emotions, you exert a positive influence on purchasing decisions, make your brand more memorable, and create customer loyalty. The key is to evoke a strong emotional response with your marketing. This enables you to connect with customers on a personal level.
1. Paid Search
Paid search, also known as Pay-Per-Click or PPC, is a digital advertising tactic where you bid on keywords to appear in search engine results. When someone searches for terms related to your product or service, your ad appears before the organic search results and drives more traffic to your site.
Pros:
- Fast, measurable, highly targeted
- Reach people at the exact moment when they’re searching
- Only pay when someone actually clicks
Cons:
- Lots of competition
- Costs can be high
- Requires continuous monitoring and investment
PPC is a great marketing tactic when you need results quickly. Product launches, seasonal campaigns, and testing new markets are common uses for paid search. It also works well for brands that already know their audience and have solid landing pages ready to convert clicks into customers.
2. Social Media
Social media involves sharing regular updates to platforms like Instagram, Facebook, TikTok, or LinkedIn. It’s where your brand’s voice, tone, and community-building efforts live day-to-day. Plus, social media provides an opportunity to showcase your company’s culture and behind-the-scenes stories, which helps boost brand loyalty.
Pros:
- Free
- Gives your brand a human face
- Builds community around your brand
Cons:
- Requires continuous posting
- Reach can be limited due to algorithms
- Can be difficult to track ROI
Social is best when you’re looking to build awareness, promote visual products, or stay top-of-mind. It’s especially useful for eCommerce and consumer brands that benefit from lifestyle-driven messaging and eye-catching creative.
3. Search Engine Optimization
Search engine optimization, also known as SEO, is a marketing tactic designed to get your website and content to appear in the organic (non-paid) section of search engine results. It includes on-page processes like keyword optimization and content creation, plus technical elements like site speed and mobile usability.
Pros:
- Sustainable long-term traffic
- Builds brand authority and trust
- No cost per click once you’re ranking
Cons:
- Takes time to see results
- Updates to the search engine algorithm can impact performance
- Requires ongoing efforts to stay competitive
SEO is best when you’re thinking long-term. It’s ideal for content-heavy websites, local businesses, or any brand trying to grow organic visibility over time. It also complements other marketing tactics, like PPC, by capturing traffic at different stages of the customer journey.
4. Content Marketing
Content marketing is closely related to SEO; in fact, it’s rare to practice one without the other. With content marketing, you create relevant content like blog posts, white papers, or downloads such as ebooks that attract and engage your audience. Instead of selling directly, you’re building trust with your customers and positioning your brand as a helpful resource.
Pros:
- Builds expertise and authority in your niche
- Fuels SEO and supports other tactics like email or social
- Helps nurture leads and improve conversion rates
Cons:
- Requires consistency and patience
- Needs a clear strategy to avoid wasting time
- Like social, it can be difficult to measure ROI
Content marketing is a smart move if your buyers need education before they purchase. It works especially well for B2B, SaaS, or high-ticket offers, and it also gives you better-performing landing pages for your paid campaigns.
5. Email Marketing
Email marketing involves sending messages directly to people who’ve opted into your list. It’s typically used for special promotions, shopper journey automations, and newsletters to drive repeat business and nurture leads.
Pros:
- Direct access to your audience
- High ROI when done well
- Great for building long-term customer relationships
Cons:
- Dependent on list quality and engagement
- Can feel spammy if overdone or irrelevant
- Easy to ignore if the content isn’t strong
Email marketing is ideal when you’ve already captured leads and want to keep them engaged. It’s especially effective for abandoned cart reminders, post-purchase follow-ups, and turning one-time shoppers into repeat buyers.
6. Affiliate & Influencer Marketing
This marketing tactic involves working with independent content creators to promote your brand. In affiliate and influencer marketing, partners promote your products in exchange for a commission on sales. This leverages other people’s audiences to grow your own.
Pros:
- Builds trust through user generated content
- Can generate high-quality leads from niche audiences
- Low upfront cost with affiliate performance models
Cons:
- Harder to control the message
- ROI can be hit-or-miss if not managed closely
- Influencer partnerships require vetting and ongoing effort
Use this marketing tactic when you’re trying to break into new audiences or build credibility quickly. It works especially well for lifestyle products, fashion, beauty, and other visual consumer categories where trust and aesthetics matter.
Find the Right Marketing Tactics for You
Not sure which marketing tactics are right for your brand? At Mandzok Marketing, we’ve helped companies of all sizes grow their business with digital marketing. We’ll assess your business’ goals and develop the right strategy to help you hit your target.
Contact us today for a free consultation.