With the evolution of the digital landscape, there are numerous ways to reach your audience. A plethora of digital marketing channels may overwhelm you, making you forget about your initial goals.
This way, you would only waste your time and resources on the marketing channels and tactics that don’t work for you.
This is why you need to choose your digital channels strategically. Here are a few simple steps to take.
Why choosing the right digital marketing channels matter?
Choosing marketing channels directly impacts your business visibility. It where your business will appear and which audience it will target.
For example, if you decide to advertise on Instagram, but your customers are mostly on LinkedIn, this means that you are targeting the wrong customer group.
The wrong audiences result in generating irrelevant leads. Namely, getting someone to visit your website is not enough.
When they see that there is nothing on your site for them, they will leave immediately.
Unsurprisingly, this will harm your overall business growth and profits.
Tim Soulo explains this the best, saying that, in digital marketing, traffic is often a vanity metric. It’s what happens after a visitor lands on your website that matters.
What digital marketing channels should you focus on?
The list of marketing channels is long enough to make your head spin. For starters, familiarize yourself with the most profitable ones:
1. A website
A website is the first thing customers will see when they google your brand name.
On your site, you choose how your business will be presented – which information you will emphasize, what kind of content you will publish, how your brand presence will be designed.
2. Organic social networks
Most of your customers are on social. You just need to figure out what platforms they use the most and focus on them.
With the right social media strategy, you can build a solid online community, engage your customers, build stronger relationships with them and, above all, show the human side of your brand.
3. Email marketing
Email marketing is still one of the greatest digital marketing tactics, with the highest ROI. According to Campaign Monitor, email generates $38 in revenue for every dollar spent.
Email lets you communicate with your customer base regularly, recommend personalized products and content, and inform them about your business updates.
Having a gorgeous site is worthless if no one can find it. Investing in SEO early on lets you boost your industry authority and rank higher in the organic search.
Still, remember that SEO doesn’t deliver awesome results overnight.
It takes time to gain Google’s trust and prove that your content is quality and relevant enough to appear high in the SERPs.
5. Online directories
Local businesses, franchise businesses, and multi-location businesses need to focus on targeting the right audiences.
Instead of casting your net wide, focus on local audiences that can convert into sales.
This is where registering on local business directories like Yelp, BBB, Glassdoor, or Angie’s List helps.
Apart from helping you target the right customers, this is a perfect place to promote your employer brand.
For example, PostcardMania has a fully optimized profile on Glassdoor, where they’ve included their website URL, NAP information, and all relevant business data.
Above all, they have photos of their employees, an entire section about their job benefits, and over 100 reviews.
This is how they gain their audiences’ trust and position themselves as industry leaders.
6. Paid Ads
While investing in your organic presence is a long-term marketing goal, it takes time to deliver the desired results.
Therefore, to increase your brand’s exposure and generate leads faster, investing in Google Ads or paid social ads might be the right option for you.
7. Content marketing
Promoting your brand online is not all about improving your website traffic or leads. It’s about gaining users’ trust through quality content.
That’s where content marketing steps in.
Remember that content marketing is not running a blog and publishing a few articles monthly.
Content marketing means that you need to have a solid strategy that determines which kind of content you will produce for every channel you use, the way you will ensure the consistency of your posts, as well as where, when, and how you will promote your content.
The importance of omnichannel marketing
Today, we use the terms “omnichannel marketing” and “multichannel marketing” simultaneously. However, these are not the same.
Namely, multichannel marketing simply means that you are promoting your business across multiple channels.
When investing in omnichannel marketing, on the other hand, you are providing exceptional customer experiences across all channels you use.
The latter is, of course, more important. It ensures that your customers’ experiences with your brand are consistent, irrespective of the channel they use. That’s exactly what big brands like Starbucks do.
For example, if you are standing in line and notice that you don’t have enough money on your balance, you can reload it directly through the app.
Focus on user experiences
The list of digital marketing channels is long enough to make your head spin.
Luckily, you don’t need to invest in every marketing channel I mentioned above. In fact, doing that would only result in greater expenses and, consequently, failure.
Knowing who your customers are and where they spend time is immensely important, as it lets you choose the right channels and narrow your focus.
For starters, you need to test the performance of the marketing channels you use.
If you are investing a lot in Facebook Ads, but you notice that the traffic, leads, and conversions generated from this channel is low, this means you should allocate your resources to a channel that works for you better.
Set the right metrics and KPIs and track them continuously to see what works for you.
Have a marketing strategy
Just investing in SEO or social media marketing is not enough. These marketing tactics are immensely powerful, but only when used strategically.
Every good strategy starts with placing bets on several channels where your audiences are most likely to see your content and take the desired action.
It should include every step you will take to provide spotless customer journeys, all the way from the awareness state to converting.
By having an initial marketing strategy, you will be able to set the right goals, choose relevant metrics, and allocate your resources wisely.
Above all, it will help you stay on track when things become complicated and help you update your marketing tactics and channels properly.
What digital marketing channels do you use?
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Keith Coppersmith is a business and marketing expert who has experienced both the rise and fall of many businesses. He enjoys writing and providing insight based on both practice and theory.