Whether you are advertising or updating your digital marketing strategy, determining where to focus your efforts and, more crucially, your money may be tough. Is there really a thing like a “perfect,” one-size-fits-all online marketing approach that will work for everyone?
The answer, as you may have guessed, is no. Rather, an integrated strategy that employs a range of techniques at various stages of the purchase cycle is the ideal option.
However, this does not make the decision-making process any simpler. It might be tough to know where to begin when deciding which marketing techniques to invest in (your “buffet” of online possibilities, so to speak). Here’s a rundown of the most effective tactics and when they’re most effective.
WHAT IS AN ONLINE MARKETING CHANNEL?
An online marketing channel is a collection of practices or actions required to transfer ownership of commodities and transport items from the site of production to the point of consumption, and as such, it includes all of the institutions and online activities involved in the advertising process.
Digital marketing is a broad phrase that refers to all forms of internet marketing. It includes, among other things, video, email, content marketing, social media marketing, SEO, (Search Engine Optimization) PPC (Pay Per Click), display advertising, and mobile advertising.
Because digital marketing is generally done in real-time, you can constantly examine the strategy, content, and campaigns. This allows you to identify what is and isn’t working. Then make modifications immediately to get you back on track.
THE BENEFITS OF DIGITAL MARKETING CHANNELS
These are just a few of the numerous advantages:
- Consistent online visibility
- Delivers immediate and highly quantifiable outcomes
- Provides a fantastic return on investment (ROI)
- It establishes a direct line of contact between you and your consumer.
- Reaches out to potential consumers early in the buyer’s journey.
- Can connect in real-time with selected audiences
- Highly targetable
- Personalization options are available.
- Has a worldwide impact
6 BEST ONLINE MARKETING CHANNELS
1. SOCIAL MEDIA
Every year, social media grows in importance as a powerful online marketing medium. Potential consumers are always looking for companies that they like or are interested in, and a rising number of people are using social media to study or make purchasing decisions. In fact, 54 percent of social browsers utilize social media to do product research.
Social media provides a unique chance to interact with potential consumers while also growing your brand’s community. The advantage of social media is that each platform has a separate, distinct audience that is eager and prepared to connect with your material.
SEO is often regarded as the most effective online strategy for generating new leads and visitors. Did you know that 68% of online experiences start with a search engine? Most people regularly use Google to find answers to their queries or potential solutions.
People are more likely to click on your website if you provide information for that topic since they are actively seeking it. To ensure that your website provides these answers, you must optimize all of your business channels, including Google My Business, social media, and your blog, to improve traffic and conversions.
Blogging is a specialized strategy that you may use to improve the SEO of your website. Blogging also allows you to demonstrate authority and knowledge while reaching clients at various phases of the buyer’s journey and targeting specific keywords that your target audience is searching for.
Video marketing is not a new technique for businesses, but it is one that not all businesses use. Video marketing may increase conversions, enhance ROI, and help prospective target populations interact.
The majority of people like to learn about businesses through videos. In fact, 84 percent of consumers claim they were persuaded to purchase a product or service after seeing a brand’s video. For years, we’ve heard the expression “content is king.” Another type of material is videography.
You may use videography to promote your product, provide how-to demos, answer consumer queries, and even give live assistance.
Email marketing is not extinct. In fact, email is used by 92 percent of internet adults, with 61 percent utilizing it on a daily basis. Email marketing is one of the most effective techniques of direct response marketing.
Because potential customers must typically opt-in to receive emails from a firm, they are more likely to open such communications to learn about the newest developments. Sixty-one percent of individuals prefer to be reached by companies by email, according to consumer preferences.
While most people identify email marketing with newsletters, it may also be used to deliver targeted messages to your target audience, promote time-sensitive content (such as product launches and offers), and nurture leads.
Learning about a product or service from a salesman is nothing new and will not spark your consumers’ attention, but if they hear about your product from a trusted friend, they will take note. The objective of any effective marketing plan should be to convert a potential client into a loyal customer.
However, referral marketing does not have to be a face-to-face discussion. Customers that are pleased with your service will spread the word about you online, tell their roommates about it, and give good reviews on your product sites.
6. PPC (PAY-PER-CLICK)
PPC, or search advertising, allows you to appear at the top of search results even if your website would not appear there organically. Advertisers get paid each time a user clicks on one of their internet adverts.
One benefit is that you are only charged when a person clicks on your ad. Another advantage is that you can more accurately target customers based on their purchasing habits, pain areas, and demographics.
HOW TO CHOOSE THE RIGHT MARKETING CHANNEL
A comprehensive plan to guide you is required for any type of marketing to be effective. Feeling your way about in the dark isn’t the best way to approach anything in business, and marketing is no exception. Consider the five elements below to help you develop your plan and identify which channels are best for your organization.
1. CONSIDER YOUR OBJECTIVES
What do you want to achieve through marketing? Perhaps you want to see a rise in sales of your goods and services, more brand recognition, or more newsletter sign-ups. Whatever your objectives are, defining them establishes the framework for your marketing approach.
Each online marketing channel operates differently, and some are more effective than others at attaining specific objectives. For example, social networking may be a wonderful method to develop ties with existing customers.
A billboard, on the other hand, may assist in raising awareness by putting your brand in front of many people. Knowing your objectives allows you to select the marketing channels that will help your company the most.
2. KNOW WHERE YOUR CONSUMERS CONGREGATE
On weekends, what does your ideal consumer do? What kinds of media do they watch? What websites or apps do they regularly use, and what phrases do they Google? Every day, consumers are overwhelmed with media clutter, so if your marketing plan is to be effective, you must know where and when to interact with them. That means targeting people where they are already hanging out rather than attempting to reach them where you want them to be. Do you want to interact with Generation Z? Subscribe to YouTube, Instagram, and Twitch.
3. COMMUNICATE WITH YOUR CUSTOMERS THROUGHOUT THEIR TRIP
For obvious reasons, we interact with our target market when they are at the bottom of the funnel; we want to urge them to go on to the next stage of the purchase process. However, many firms fail to cultivate these same customers once they have converted. If you go on a date with someone and have a good time, but they don’t call you again, you may feel deflated and forgotten. This also applies to the consumer relationship. Presenting tailored messages to existing consumers can help you establish a more meaningful relationship with them and drive brand loyalty. Find channels that allow you to communicate with your customers before, during, and after the sale in order to stay engaged throughout the customer journey to maximize the success of your marketing activities.
4. EXAMINE THE COMPETITION
Do you require some guidance? Identify your most successful rivals and take notice of the marketing channels they utilize — this is a good sign of where you should focus your efforts. It confirms that a channel is likely to be beneficial for your company and allows you to gain a share of voice on each channel.
5. IMPLEMENT YOUR APPROACH AND EVALUATE THE OUTCOMES
So, you’ve set your goals, found the channels and platforms your consumers use, and drawn inspiration from your rivals… What’s next? You probably have a decent notion of which marketing channels will be most effective for your company. However, it does not end there. Marketing isn’t something you do once and then forget about. It must be continually tested, optimized, and updated in order to remain relevant and get the greatest outcomes.
Use analytics and insights tools to assist you to build a picture of the effectiveness of your marketing initiatives. If you don’t receive the reaction you expected, modify your strategy, and try again.