The internet has revolutionized not only communication but also purchasing behavior. In this era of widespread internet use, 79% of Americans make purchases online. This change translates into more opportunities for businesses to reach new markets and grow their brand. However, knowing channels can be challenging.
So, what are the channels of digital marketing, and which of them should you choose? This guide will walk you through the most effective digital platforms and their distinct advantages to determine which tool is best for marketing your business.
What Are Digital Marketing Channels?
Before delving into what digital marketing channels are, it’s important to grasp their nature and value to modern firms. As a huge source of information, the internet gives people many ways to start learning new things.
Digital marketing channels serve as platforms to help businesses reach their target audience. By utilizing these channels to reach the right market, they can create brand awareness, generate leads, and improve conversions.
Here are some of the benefits of digital marketing channels for businesses:
- Cost-Effective: Compared to traditional channels like TV, radio, or print ads, digital channels are more cost-effective and measurable. Most online platforms provide reports and metrics to help business measure their return on investment.
- Effective Targeting: Most digital channels allow you to optimize your campaigns based on your target audience’s demographics, interests, and behaviors.
- Supports Different Content Types: Many digital platforms support diverse content types that can help you promote your brand and keep it fresh. Some examples include blogs, videos, infographics, podcasts, and white papers.
- Better Engagement: Digital marketing channels are created to be highly engaging, making it a great way to connect with your market and build customer trust.
7 Most Effective Digital Marketing Channels
Some digital marketing channels are better suited for specific business objectives. However, no one channel is better than the other, depending on your business goals and needs. So, what channels are the channels of digital marketing, and which ones should you use for your business? Let’s go through them.
1. Search Engine Optimization (SEO)
SEO is a method of improving your website content to increase visibility when people search for products and services related to your business. Using SEO as part of your digital marketing strategy can help your business rank higher in search engine results, get more people to visit your website, and find new leads.
Adopting an SEO strategy entails blog post optimization, keyword research, and proper linking. The better you rank in search engines, the higher the chance customers will visit your website, learn about your offers, and become paying customers.
How Your Business Can Benefit from SEO
SEO can help your business increase its online visibility and build your website’s value. It can also help you find quality leads since the people visiting your website are already searching for keywords related to your offerings.
2. Social Media
Social media cannot be missed. As of 2021, over 4.26 billion people worldwide are social media users, and this number is expected to increase in the coming years.
Businesses can leverage this opportunity by using social media platforms to market their brand, products, and services. You can get started using social media by creating profiles on relevant social media channels and posting content to grow your online presence. Examples of content you can share include client testimonials, product videos, and blog posts.
How Your Business Can Benefit from Social Media
Social media can help businesses reach new audiences and enhance customer service. These platforms enable real-time feedback, helping brands gain important market insights and immediately address customer concerns. It is also an excellent community and brand-building tool.
Email offers a simple, easy, and effective way to connect with your customers. While it is not the newest technology in the digital world, this channel enables you to automate and personalize your messages, which are effective means for creating better customer relationships.
You can build your email list by creating a landing page on your website, including a newsletter sign-up option during online checkout, or adding sign-up links to your social media posts. Once you have built an email list, you can segment your audience based on their demographics or previous purchase behavior and tailor email campaigns for each segment.
How Your Business Can Benefit from Email
Email allows a high degree of personalization, enabling your business to send messages to specific audiences at specific times. This can help you foster brand awareness, enhance customer relationships, nurture the right leads, and drive conversions.
4. Content Marketing
Content marketing involves creating and publishing targeted content. It provides value to customers throughout their journey, encouraging them to buy. This digital strategy includes social media, blogs, e-books, case studies, and more.
How Your Business Can Benefit from Content Marketing
When you make content that is useful to your market, prospects are more likely to be interested in your business. An effective content marketing strategy can complement and strengthen other digital marketing efforts. For example, creating high-quality blog posts with the right keywords can improve your SEO, and well-thought-out social media posts can increase customer engagement.
5. Affiliate Marketing
What are the channels of digital marketing that can be used to generate leads and drive sales? Affiliate marketing is an excellent option if these are among your business goals. This strategy involves a merchant and affiliate marketer partnership, where the affiliate earns a commission for every lead or sale they bring in.
The key to a successful affiliate program is finding the right affiliates to partner with. For example, if you are in the finance niche, your affiliate partner should be well-known in the same industry. Some affiliate marketing methods include providing referral codes for affiliate partners and linking your website to your affiliate’s content.
How Your Business Can Benefit from Affiliate Marketing
Affiliate marketers typically have an audience base that trusts their recommendations. As a result, they can influence their audiences’ purchasing decisions, which is good news for your business. When you choose the right affiliate partners, this strategy can help your business reach a broader market and get quality leads.
6. Video Marketing
This strategy aims to educate, engage, and raise awareness of your business among your target audience by making relevant videos. Depending on the goals of your campaign, you can post different kinds of videos, such as educational videos, testimonials, product demos, and webinars. Choosing the right type of video content can help increase your brand’s audience engagement on different social and digital platforms.
How Your Business Can Benefit from Video Marketing
A good video marketing strategy can help promote your business by educating your market, increasing website traffic, and building brand awareness. Since there are several types of video content to choose from, you can tailor your videos to specific audiences for better engagement.
7. Search Engine Marketing (SEM)
SEM is a paid advertising model that allows companies to buy targeted ad space on top of search engine results. This strategy differs from SEO, which focuses on creating optimized content to rank higher in search results. However, both SEM and SEO are fundamental to your digital marketing strategy and are powerful tools to drive conversions.
How Your Business Can Benefit from SEM
Seeing results from SEO and content marketing efforts can take time. With SEM, you can instantly increase your business exposure and drive traffic to your website. To maximize the advantages of SEM, ensure to direct users to the right landing pages on your website.
How to Choose the Right Digital Marketing Channel
Every channel can benefit your business in different ways, so consider the following when choosing which to incorporate into your digital marketing strategy:
- Campaign Goals: Take time to assess your goals before choosing a platform. Determine whether you’re aiming to increase brand awareness, generate more leads, or rebrand your company.
- Campaign Budget & Timeline: Consider your campaign budget and how long you will run it, as each channel uses different metrics to determine costs. For example, with affiliate marketing, you make payment for each lead or sale, while SEM may charge based on the number of clicks.
- Target Audience: Different audience demographics use different platforms. When you know your target audience, choosing a channel and creating engaging content will be easier.
The digital marketing landscape is always changing, and the channels we discussed are just some of the best ones you can use to make a winning marketing strategy. While growing your business, don’t be afraid to test multiple channels and adjust your marketing strategy moving forward.