Nowadays it’s essential to use a number of different digital marketing channels to help your business succeed. However, with so many options to choose from, how do you know which ones are right for you? Each marketing channel has different benefits and should be used for different purposes. Here we aim to help you decide which marketing channels are right for your business.
What is Digital Marketing?
First of all, you need to understand what digital marketing is before we go into all the different digital advertising channels you can opt from. Digital Marketing, as defined by Hubspot, is all marketing efforts that use an electronic device or the internet. This can include emails, pay-per-click, SEO, social media and even online brochures.
What are the Different Types of Marketing Channels?
Pay Per Click is defined as a model of internet marketing where an advertiser pays a fee each time one of their ads is clicked. The most popular type is search engine PPC. This is mainly Google Ads, however you can advertise on other search engines such as Bing.
To put it in simple terms, search engines allow you to bid on certain keywords that may trigger your ad when a user searches for a related term (variants are dependant on your keyword match type). You are put into an auction, where the winners ads are displayed at the top of the page.
Another popular form of PPC is social media advertising which includes all main channels such as Facebook, Instagram and LinkedIn. Here you define your target audience with the settings available and usually direct your ad to one of your high-converting landing pages.
PPC is perfect for businesses who are:
- Looking for immediate results
- Have a highly targeted audience
- Looking to dominate the results page for certain keywords
Search Engine Optimisation (SEO)
SEO is defined as the practice of increasing the quantity and quality of traffic to your site through organic search engine results. It’s great because well, it’s free. However it can take months for a good SEO strategy to start generating noticeable results. Every business should be optimising their site for SEO but this should be done alongside other marketing channels.
SEO is a complex thing and there is so much to learn about a subject that is constantly changing and evolving. It can be tough. Search engines take in many different aspects of your site as it decides where you should be placed within the organic results page but the most important are:
- Quality of content
- User experience
- Site speed
- Internal linking
- Mobile friendliness
- Meta descriptions and title tags
It can seem a daunting process, however to start you should think about:
- Audience research
- Keyword Research
- Content optimisation
- Meta Description and title tags
SEO is perfect for:
Email marketing is defined as simply using the tools of email to deliver advertising messages. Even after GDPR it is still one of the most popular forms of marketing due to its many benefits. Email marketing is great for both reaching out to existing clients and for nurturing new leads. To do this properly you should be using email marketing software such as ActiveCampaign, Hubspot or Mailchimp to name a few. This way you are able to organise your contacts and ensure you are staying GDPR compliant!
Email marketing is a fantastic way to keep your existing customers up to date with your new products/services and letting them know about any juicy offers you are currently running. You can also use email marketing to:
- Let your existing customers know about any new valuable content you have created
- Send dedicated emails to certain group of customers eg. people who have purchased a particular product (this is why using marketing software is so important)
- Send personalised emails (using personalised fields makes the email you are sending feel a lot more valuable to the customer)
Utilising email marketing for lead nurturing can have a massive positive impact on your business if done correctly. Using email automation is a great way to ensure you are never missing out on an opportunity to reach out to your prospects and convert them into a customer, but first you have to qualify and segment the lead.
Qualifying a Lead
The best way to qualify a lead is by using your opt-in forms and emails to find out all the necessary information. It’s important to remember that prospects don’t like to answer too many questions on a form so make sure you are only asking the absolute vitals! You want to try and figure out at what part of the buyers journey they are so optimise for this. People don’t like to give out their information for nothing so to entice them you have to make an appealing offer such as giving out a free downloadable e-book.
Once you have qualified a lead it is then easier to segment them into relevant lists. For example if you are an e-commerce store selling clothing you probably want to be asking the prospect their gender.
Email Marketing is perfect for businesses who want to:
- Lead nurture
- Increase brand awareness
- Build customer loyalty
Social Media Marketing
Social media marketing is defined as the process of gaining traffic or attention through social media sites and in recent years has become one of the most popular digital marketing channels. According to Hubspot 90% of all marketers indicated that their social media efforts have generated more exposure for their business. This is probably because nearly one-third of the entire world uses social networks regularly!
To start you want to be visible on the main social media networks; LinkedIn, Facebook, Twitter and Instagram. It is important to gain a valuable following – you don’t just want any old Tom, Dick and Harry following you otherwise you won’t be getting the likes and shares you want. Research your customers. Find out what they like, dislike and who they are and then get following! A few things to remember when building a social media marketing strategy:
- Make sure you are only posting quality, engaging content. What I mean by this is post informative and valuable content that your following will enjoy and interact with
- Get involved! The more likes, shares and comments you dish out, the more you will get in return!
- What else should you do? Can you think of anything else? You got it. Ask questions! One of the most successful ways of getting your following to interact with your posts is to actually ask them something
- Be relevant. Make sure you are keeping up to date with current trends and hashtags on all social media platforms. #MondayMotivation is trending? Share an interesting piece of content with this hashtag. This will widen your audience and help you gain more followers
- Don’t hide. People on social media are real (most of the time) and they want to know that there is a person behind the screen! Show them your friendly face and your followers will start to feel as if they know you and relate to you. This helps build customer loyalty
Social media marketing should be used by:
- Everyone, it’s free!
Content marketing is defined as creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. The most popular form of content marketing for businesses is blogging. Blogs are so great for 2 main reasons; 1. They are updated frequently. 2. They allow for user engagement.
A great blog can do many great things for your business such as:
- Increase traffic to your website- did you know that when users make a search most of the time it is because they are trying to find an answer to something? If you research your audience correctly you should be able to define exactly what they are searching. Use keyword research tools like Ubersuggests to find out the most researched keywords relevant to your business and try to create blog titles around this
- Increase your SEO – search engines thrive off new content and is still a key factor in ranking above your competitors
- Position yourselves as an industry leader – the great thing about blogs is that you can prove you are an expert in what you do. If you are posting valuable and engaging content you will soon build a loyal customer base
Who should be blogging?
So as you can see there are marketing channels that every business should be using. These are mostly the free ones because well, they’re free and can work wonders for your business! If you need any help deciding which marketing channels are right for your business, get in touch and we’ll be happy to share a conversation.