All too often, businesses see "digital marketing" vs "social media marketing" as one and the same. But the truth is, these are two distinct strategies that work together to achieve different goals. Digital marketing is the umbrella of every online marketing tactic, from search engine optimization (SEO) to email campaigns, including social media. Social media marketing, on the other hand, is just one piece of the puzzle—a powerful one, but not the whole picture.
When I work with businesses to create a winning online strategy, I always emphasize the importance of understanding these differences. While social media helps with engagement and brand awareness, digital marketing extends beyond social platforms. It involves paid ads, content marketing, SEO, and email funnels that nurture leads into paying customers. Knowing how to combine these approaches can take a business from having an online presence to driving revenue.
The Scope of Digital Marketing
Digital marketing is a vast industry, and I love helping businesses navigate it. It includes every online tactic that allows a brand to reach and convert its audience. Every component plays a role, from SEO to boosting a website’s visibility on Google to pay-per-click (PPC) ads that drive instant traffic. Content marketing, email marketing, and even affiliate marketing all fall under this category.
One of the biggest advantages of digital marketing is its ability to reach people at different stages of the buyer’s journey. A blog post optimized for SEO attracts potential customers who are searching for solutions, while an email campaign nurtures them into taking action. According to HubSpot, 64% of marketers invest in SEO actively, proving its importance. With the right digital strategy, businesses don’t just gain visibility—they gain customers.
Another reason I advocate for a digital-first approach is the ability to track everything. Unlike traditional marketing, where measuring success is often a guessing game, digital marketing allows me to analyze performance in real time. I can see which blog posts drive the most traffic, which email campaigns lead to the highest sales, and which ads convert best. This data-driven approach makes it easier to scale success.
But digital marketing isn’t just about tactics—it’s about strategy. It’s about understanding how all the moving parts work together. I often see businesses pour money into social media ads without a strong website or SEO strategy. While they may get some quick wins, they’re missing out on long-term, sustainable growth. That’s why I always emphasize a well-rounded digital marketing approach.
Social Media Marketing as a Powerful Tool
Social media marketing is one of my favorite brand awareness and engagement tools. Unlike traditional digital marketing tactics, social media is all about building relationships. It allows businesses to interact with their audience, showcase their brand personality, and create conversations around their products or services. It’s not just about selling—it’s about connecting.
One of social media’s biggest benefits is its ability to humanize a brand. People don’t just want to buy from a faceless company; they want to engage with authentic brands. When I help clients create social media strategies, I focus on storytelling. A behind-the-scenes look at a company’s culture or a customer success story can go a long way in building trust.
According to a study by Sprout Social, 76% of consumers are more likely to buy from a brand they feel connected to on social media. That’s why I always stress the importance of consistency. Posting regularly, engaging with comments, and using interactive features like polls and Q&A sessions help businesses stay top-of-mind. Social media is not a “set it and forget it” strategy—it requires daily effort.
However, I always remind clients that social media marketing alone isn’t enough. While it’s great for engagement, it doesn’t replace the need for SEO, email marketing, and paid advertising. Social media should be part of a larger digital marketing strategy, not the entire plan. That’s where integration becomes key.
How Digital Marketing and Social Media Marketing Work Together
I’ve seen businesses make one of two mistakes: either rely too much on social media or ignore it entirely. The best results come when digital and social media marketing work together. A strong digital marketing strategy ensures a brand is found, vs how social media marketing strengthens relationships with potential customers.
For example, I always recommend repurposing content across different channels. A high-performing blog post can be turned into a LinkedIn article, an Instagram carousel, or a YouTube video. This way, the same message reaches audiences in multiple ways, increasing its impact. Social media drives traffic to a website, while digital marketing tactics like SEO and email capture leads and nurture them.
Another area where these strategies intersect is paid advertising. Social media ads can bring quick visibility, but without a solid digital marketing foundation, they may not convert. That’s why I encourage businesses to optimize their websites, create compelling landing pages, and use retargeting ads. This way, social media traffic doesn’t just bounce—it leads to actual sales.
Email marketing is another critical piece. I always tell clients not to rely solely on social media followers. Platforms can change their algorithms overnight, but businesses own an email list. Using social media to grow an email list ensures long-term engagement, even if platform rules change.
Common Pitfalls to Avoid
One of the biggest mistakes I see businesses make is putting all their energy into one channel while neglecting others. I’ve worked with brands that pour everything into social media without focusing on their website’s SEO, and they struggle to rank on Google. On the flip side, some businesses invest heavily in PPC ads but don’t engage with their audience on social media, missing opportunities for brand loyalty.
Another common pitfall is inconsistency. Clients often say, “We tried social media, but it didn’t work.” When I dig deeper, I find out they posted sporadically or didn’t have a clear content strategy. Social media success requires regular engagement and thoughtful content.
Ignoring analytics is another mistake I see too often. I always encourage businesses to track their results. Whether it’s Google Analytics for website traffic or insights from social media platforms, data tells a story. Businesses that analyze and adjust their strategies based on performance always see better results.
Finally, failing to adapt is a big problem. The digital marketing field changes often, and very rapidly. I’ve seen brands thrive because they stayed ahead of trends, while others fell behind because they refused to evolve. Whether embracing video content, optimizing for voice search, or leveraging AI-driven marketing, staying adaptable is key.
Bringing It All Together
At the end of the day, it’s not a question of digital marketing vs social media marketing—they’re not competitors, they’re partners. The best marketing strategies use a mix of organic reach, paid advertising, SEO, content marketing, and social engagement to drive results. By integrating these approaches, businesses can build strong brands, attract loyal customers, and ultimately increase their bottom line.
If you’re ready to take your marketing strategy beyond the buzzwords and build an honest, results-driven approach, Marketing with Morgan is here to help. With expert strategy in digital marketing, social media, and content marketing, we craft customized solutions that align with your business goals. Let’s create a strategy that brings measurable success—contact us today to get started!
