Marketing in the modern age requires digital strategies to create exposures and revenues. Digital marketing channels are available in various forms, but you don’t need to apply all of them. A developing business should focus on marketing channels that work for its condition and resources.
Looking for the best marketing channels to start? Follow this guide to start generating leads and earning, in a correct way.
Steps to Choose Digital Marketing Channels
You have options between numerous marketing channels, and it is impossible to use all of them. Here are the steps to determine which types you need:
1. Determine your marketing goal
The main marketing goals can vary between different companies. Lead generating means you aim for making sales. Brand awareness means increasing the popularity of a new business. Generating traffics means increasing the online traffic of the business website, which results in ad or endorsement profits.
Determine your goals first before considering the marketing channels. A company may change its goals when the business grows. For example, a new company may focus on brand awareness and lead generating. When the company grows bigger, it may switch to sales generation, affiliate marketing, and consumer education.
2. Take inventory of your internal talents
If you start your business as a team, evaluate the internal talents in the office. Identify people with creative, developmental, social, and marketing search skills. They will be responsible for creating a website, run social media accounts, deliver communication pieces, and create relevant content.
A developing business should partner with outside resources to create good campaigns. You must identify the skill gaps in your company, and find other professionals that can fill those gaps.
3. Determine the budgets to pay for external talents
Once you determine the necessary external resources or talents, make a detailed plan to pay for them. You can start from the most prioritized method, based on the marketing goals. For example, start from hiring a professional web designer to make the main website. When the company grows, hire social media managers, video content makers, and other relevant skill owners.
4. Adapt to trends and market condition
Digital marketing channels adapt or change depending on external factors. For example, social media marketing has only been around when Facebook, Twitter, and Instagram started becoming big. Existing companies also don’t hesitate to follow viral trends or spend money making big-budget video campaign.
Many big companies started by adapting their marketing strategies. When the business is big enough to use multiple marketing methods, make sure you keep the message consistent, regardless of the changing methods.
Examples of Digital Marketing Channels
Here are several examples of digital marketing channels and their best characteristics.
Facebook is ideal to market toward specific demography, such as based on age, gender, and personal preferences. Business owners can market directly to a bunch of people with related interests. Frequent Facebook users love checking the pages of their favorite brands.
Ideal for: marketing toward the more loyal customer types.
Twitter has a fast-paced environment, with a tool like Trending Topics to follow the newest happenings. Companies often use Twitter for more casual interaction with their customers. Twitter is also great to deliver the newest updates about brands, special offers, and many more.
Ideal for: delivering new updates and special offers, creating new brand/product awareness.
Instagram offers visual content, which attracts the eyes first before drawing customers with the contents. Instagram serves as an online catalog, showing products or image-based content to attract customers. Features like IG Stories and IG TV are ideal for delivering short but interesting updates.
Ideal for: creating brand awareness, marketing products that depend on compelling visuals.
· Content Marketing
Content marketing is constantly relevant in the ever-changing landscape of digital marketing. It means creating social media posts, writing blog posts, and making videos. Content helps brands to create interests, loyalty, and positive emotions by related information.
Ideal for: building engagements, creating positive associations with the brands.
· Website optimization
A professional website must be fully optimized. It must have good navigations, professional visuals, and only the most necessary features. The website content must also be SEO-friendly. When a potential customer types a relevant keyword in a search engine, the business name must appear on the first few pages of the results.
Ideal for: building trust, creating brand awareness, generating a lead, increasing traffic.
· Affiliate marketing
Affiliate marketing means you hire people (marketers) to sell your products, in exchange for commissions. The value of affiliate marketing reached around USD 5 billion in 2016, and it is still expected to rise. However, you should create strong trust and a positive reputation before convincing people with affiliate marketing offers.
Ideal for: developing a growing business, creating networks, generating sales.
· Email marketing
Email marketing allows you to send promotional content and offers directly to inboxes. The content focuses on generating leads, making people interested enough to contact and inquire.
Ideal for: generating leads, creating networks.
Choosing the best digital marketing channels depends on the nature of your business. Make sure to choose methods that support your goals. Always adapt when your business grows and changes to keep it strong.