With over 80% of Americans being online every day and consuming content differently, it’s safe to say that digital marketing shall remain a crucial component of your business’s marketing activities.
As the business and marketing landscape has drastically evolved in recent years, digital marketing became more important than ever. Every company should strive to establish a robust online presence to be competitive and reach out to targeted audiences.
As new markets evolved, there are new windows of opportunity made available that are only accessible through digital marketing channels. Yet, with plenty of digital marketing tools available, how could you know which of these tools are the perfect fit for your business and where you should focus on meeting your ultimate business goals? There is no definite answer to that question, as it mostly depends on the type of enterprise you run and the kind of audiences you are targeting for. Not all digital marketing channels work or apply to your business needs. In this article, we will identify the top digital marketing channels worth your attention and how to choose the ones that make the most sense for your business.
Email marketing is still one of the most important digital marketing channels, and it comes with the highest ROI of any digital marketing tactic. This channel’s power lies in its ability to provide businesses of all sizes a delightful return on investment with a median email marketing ROI of 122%! That’s nearly four times higher than any other digital marketing channel.
This channel is supposed to deliver highly relevant content to a subscriber’s inbox in a non-invasive way. They are known as an excellent way to increase your customer base and sales altogether. It empowers your business to get and stay in touch with your customers by informing them of new product offerings, upcoming events, and other services. Make sure that you always have an updated email list, personalize the emails you send out and integrate a call to action to improve click-through rates. One of the most effective ways to engage customers, potential customers, and increase traffic to your website, is through an email newsletter service where you can inform your target audience about the latest updates, news, tips, and more.
Digital Public Relations
Digital PR is considered a valuable part of content marketing in general. The primary purpose of digital PR is to create promotional content that will be used to generate branding and generate traffic with exposure in online PR networks. If your website isn’t in the coveted top three organic positions for your specific keywords in Google’s search results, digital PR might be the golden ticket you’ve been waiting for.
Digital PR involves online publications, honest customer reviews, and backlinks from websites. You can reach your target audience with the help of this channel by featuring your enterprise on the sites they read, the podcasts they listen to, and the social media accounts they adore. Digital PR experts network with bloggers, journalists, and influencers and send online press releases to gain social media mentions, high-quality backlinks, and improve their client’s SEO. Agencies that offer digital marketing services can provide you a full digital marketing strategy that includes content mapping and strategy, paid advertising, social media campaigns, and digital PR. This kind of an integrated service package will help you stay on top of your business’s marketing game and achieve the desired results.
Search Engine Optimization (SEO)
Everyone using the Internet is pretty familiar and making use of search engines. As a matter of fact, 93% of online experiences begin by using a search engine like Google, Bing, or Yahoo. These search engines use advanced algorithms to understand and rank websites appropriately in search results. If your content is not optimized, the search engines wouldn’t know how to rate it, simple as that. It’s of the highest importance for all business owners to make their website search engine friendly so they can maximize their search traffic.
Search engine optimization is a digital marketing channel that involves several activities such as keyword research, on-page and off-page optimization, linkable assets creation, organic link building, and other related activities.
Social Media Marketing (SMM)
SMM is forever one of the most remarkable things to happen in the digital world that business owners and marketers can leverage on to raise brand awareness for their products and services. With SMM, marketers can reach out to specifically targeted potential customers with person-to-person engagement. Businesses altogether continue to ride the SMM bandwagon and increase their SMM budget every year.
Dedicated digital marketers should closely monitor and follow social media trends and tools, as it’s a highly dynamic category with new trends coming out every year. In the past couple of years, stories became increasingly popular among Instagram, Facebook, Snapchat, and YouTube platforms as people tend to consume digital video content faster and faster all the time. Businesses should integrate stories into their regular social media strategy to engage with their targeted audience through behind-the-scenes materials, event videos, or employee interviews.
How To Know Which Digital Marketing Channels You Should Use To Promote Your Business?
Each digital marketing channel can be used independently or as part of a complete digital marketing campaign. The catch here is to plan your campaigns well by taking careful considerations of the vital aspects discussed in the following section.
Define The Primary Goals For Using Digital Marketing Channels
Brand Awareness. If this is the primary goal of your marketing campaign, you should use digital marketing channels that offer raising keen brand awareness and brand development: Channels that promote visual elements like Instagram and Pinterest; social media channels as Twitter, Facebook, Google +; channels that support video materials like Vimeo and YouTube; promotional campaigns with coupons, etc.
Sales Generation. Many businesses market their brands, products, and services to generate sales through digital marketing channels. If you operate an e-commerce website, you can go with digital channels specialized in boosting sales.
Speaking of primary goals, other honorable mentions go to lead generation as many businesses use digital marketing to generate leads and connect with potential customers, education of potential customers, and traffic generation.
Define Your Budget
Knowing which digital marketing channel(s) to use will also help to identify the budget for pursuing such campaigns. Budget allocations may include paid advertising, fees for marketing manager and staff, content creation services, graphic designers, photographers, videographers, and others.
Recruitment Of Available Talent
Creating and maintaining digital marketing campaigns requires personnel equipped with a certain level of skills and knowledge on multiple aspects of your marketing channels. You can establish these people either in-house or outsource through a professional digital marketing agency.
When setting a digital marketing campaign for your business, you can’t rely on a single channel to generate all the results you have in mind. While they all have specific strengths, they also have weak sides, such as being unsuitable to particular audiences, or business niche. The smart thing to do here is to rely on combining these channels and tools to make use of what they offer to help you reach the end goals you previously set.