Marketing is a broad realm, and learning to cut your way through the noise can be a huge deal of a challenge, especially at a time when content and advertising are at a point of saturation.
The thing is that not every available digital marketing channel will benefit your business. It primarily depends on your marketing goals, target audience, resources, budget, industry and competition. So, how do you develop a high-impact and cost-effective marketing strategy that utilizes the most successful channels for your business?
That’s what we’ll find out in this article.
Choosing the Right Channels
First, consider the essential elements of an overarching marketing plan. Then you can narrow down and select the digital marketing channels that will help your business the most. With so many marketers creating content, there is a lot out there. In order to stand out from your competition, you need to nail it down on the marketing channels of your choice. Because of the amount of effort needed to specialize in a channel, it is best to be as specific as possible.
The first step in getting started with marketing is understanding what you want to achieve with your marketing. You may want to see increased sales of your product or service, increased brand awareness, or increased sign-ups for your newsletter.
Each marketing channel has different capabilities, and some channels are better at achieving certain goals than others. For example, social media is a great way to strengthen relationships with your existing customer base. SEO, on the other hand, helps raise awareness by putting your brand in front of a huge number of new people.Once you know your goals, you can choose the marketing channels that will benefit your business the most.
Consumers are bombarded with media clutter every day, so if your marketing strategy is going to be effective, you need to know exactly where and when to communicate with them. That means not trying to reach them where you want them to be but rather targeting them where they’re already hanging out. If you’re unsure about which channels your target audience prefers, do some market research to learn more. Ask questions like:
It’s important to know which channels are your top competitors using and if their digital marketing strategies are more successful than yours, you actually have an advantage as they’ve already found out what works. You just need to do a better job.
The second option is to find where your competitors aren’t spending time & money. If you find that the gaps provide possible opportunities, take advantage to grow your audience.
Once you have a clear picture of your objectives and have finalized on your marketing channels, it’s time to execute, analyze and optimize. Marketing isn’t set and forget. It needs to be constantly tested, optimized and updated to stay relevant and ensure the best results are achieved.
Use analytics and insights tool that will help you determine the success of our marketing campaigns. If you find that you aren’t getting the results you anticipated, change tact and optimize for better results.
The Different Channels
Pay-Per-Click marketing or PPC is the practice of bringing visitors to your website & landing pages by paying for each link clicked. The most effective component of PPC campaigns is that you only pay for the targeted visitors based on the keywords you choose. When you require quick results or do not have the resources to spend on long-term marketing strategies, PPC can be one of the best options. Google AdWords is the most popular bidding platform for PPC campaigns on the Google Search Engine.
If you’re aiming to build your online visibility and identity, social media is going to be your biggest ally. Since there are a lot of social channels, it can get confusing to determine which works for you. While some are really versatile, others can be quite focused on a particular audience segment or niche. Here’s a quick list:
Facebook:
Facebook is a very diverse social media channel that brings people of all ages together in one place. It’s also one of the cheapest social media channels for paid advertising, making it an ideal choice for beginners. Plus, its a very cost-effective channel for remarketing.
Twitter:
Twitter is a great tool for branding. With the help of hashtags and mentions, it’s easy to grab attention with quirky content. However, it takes time to get used to. To get noticed, you need to do it about five times a day and interact with answers, industry influencers, and even your competitors.
Instagram / Pinterest:
Both Instagram and Pinterest are social networks for image sharing and branding. Instagram is about creating and sharing photos with your followers, while Pinterest is about discovering and curating visual content. You can choose one of these options based on your customer’s demographics.
LinkedIn:
This is a goldmine for B2B companies. LinkedIn is very effective in generating leads and finding the right talent.. Keep an eye on your personal profile on LinkedIn, as personal branding has now become really important as company branding. This really attracts businesses and connects you with the right industry professionals.
Blogging can be called as the foundation of a content marketing strategy. If you’re starting an inbound marketing campaign, blogging is a really great way to attract your ideal buyers by providing valuable content that solves their problems. Gradually, you can perform permission based marketing by asking them their emails in exchange for relevant, helpful information. This can be crucial in building your industry authority and improving online visibility.
Your website is going to be an indispensable part of your marketing as well as your identity. Primarily, there are two ways to increase your website visibility – using organic search & paid campaigns. However, organic traffic should be your primary goal and with the help of search engine optimization, you’ll be able to rank your website in top search results. Note that building an organic traffic pipeline is a very long process, but once you do the work right, it is very rewarding. The goal is to rank for relevant keywords.
Would you believe if we told you emails bring some of the highest ROI? Well, yes. If you’re planning to run email campaigns, it is important to keep them as personalized as possible. Talk to the audience and make the mail about them; self-promotion won’t get you far. It can also be a great tool to generate leads and keep your customers engaged. If you’re running an ecommerce store, mail campaigns can be crucial in reducing cart abandonment.
Display advertising is the use of visual content, such as videos and images, for marketing on the Display Network. It is a network of websites that agree to show ads to targeted audiences. Currently, there are three major display networks for him: Google Display Network, Facebook Audience Network, and Twitter Audience Platform. Each has a wide audience, and the selection depends on the particular company. This is a very cost-effective marketing channel because humans prefer visual content to text.
The Take-Away
Your digital marketing channel requirements depend on your target goals, audience, budget, and industry. Understand that what works best for one business may not work for another and so it is important to implement a market research strategy before you implement any such campaigns.
Study the different marketing channels and see what would work best for you. If you’re confused about how to start implementing these campaigns, fill in the form below and we’ll reach out to you.
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