If you’re gearing up to impact a digital audience, you’ll need to understand the different channels available to you. Whether you’re focusing on social media, content marketing or display advertisement, technology has rewritten the way people buy, sell, review and share information about products.
It’s important to keep a wide “scope” when considering digital marketing techniques. If you focus on one avenue—and one avenue only—you won’t hit a big audience. That said, it’s wise to diversity your talent across every channel to link solutions together. Below, we discuss the different digital marketing channels you have at your disposal.
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Display advertising is probably one of the “purest” channels of digital marketing you’ll encounter. Publishers have spent years tailoring experiences to the buyer, and they’ve come up with quite a few brand solutions.
Display advertising utilizes a display. A display can be a webpage advertisement, a YouTube video banner or a number of other visual platforms. To create a successful display advertising initiative, you’ll need to learn how to engage viewers.
Today, smartphones offer the best display advertisement support. Why? Because they’re portable. Today, four out of five consumers use their smartphones to browse, review, buy and trade products. Mobile banner advertisements, app advertisements and even SMS multimedia is being used in the new world of display advertising. If you want to engage users, hook up a mobile strategy. Just make sure you’ve outfitted your brand’s website for a small-screen display.
Next up is email marketing. No, it isn’t outdated. In fact, a lot of businesses are utilizing smartphone email marketing services to connect with users. Business Insider reports that 59 percent of B2B marketers consider email to be one of the most effective channels around for revenue gain. It’s a powerful tool, and it’s an invaluable digital marketing channel.
A solid email marketing campaign delivers information, first and foremost. Unlike SMS and social media marketing, email marketing can offer long-form information alongside extended deals. It can also be strategized to prioritize specific customer groups. Other marketing avenues, like social media, are sometimes too granular. Some channels, in fact, have audience-size thresholds marketers struggle to target buyers in. Because email lists can be derived from eCommerce purchases, Facebook likes and brick-and-mortar amenities, they’re highly adaptable. Today, about 35 percent of people check their email throughout the day—which is a hefty percentage.
Search Engine Optimization
Search engine optimization, or SEO, is one of the top-qualifying digital marketing channels available today. SEO has changed drastically in recent years, and it’s responsible for brand attention, customer targeting, product promotion and a variety of marketing tactics.
Modern SEO tactics utilize data gathered from organic traffic. A lot of SEO case studies have been performed, too, which are being used by companies seeking the best-possible SEO strategies around. If your company wants organic traffic, a good Google search position and an optimal user experience, it’ll hook up a solid SEO strategy to its digital marketing channels.
Search engine keywords are the glue which binds social media content, website content, email marketing material and mobile access throughout your online marketing campaigns. Really, your business can’t survive the digital marketing world without it.
Because the competition for online visibility is fierce, SEO may not be enough. Many digital marketers use pay-per-click advertising, or PPC, as another marketing channel. When used alongside a strong SEO technique, pay-per-click advertising can secure online real estate, maximize page clicks and—most importantly—record your brand’s best buyers.
If you’re on the fence about PPC, you should check it out. Too often, PPC is left by the wayside. It isn’t an “accessory digital marketing channel” by any means. It’s incredibly effective when used successfully, and experts believe it’s one of the best tools for small and medium-sized businesses A recent Interactive Advertising Bureau report states that pay-per-click search advertisements accounted for about 39 percent—or $9.1 billion—of 2014’s advertising revenue.
Mobile-related pay-per-click campaigns, too, are thriving. Because a lot of online buyers rely on smartphone access to shop, mobile PPC ad campaigns are being revamped to accommodate for on-the-go users. If you want to connect a PPC marketing channel, you should consider establishing a solid SEO foundation, first. These strategies have great synergy, and they offer long-lasting benefits to marketers seeking continual analytics to power other advertisement initiatives.
Content marketing has become a fundamental cornerstone of online marketing. It’s rare to see a digital marketing campaign which doesn’t have a content marketing channel. A solid content marketing channel will supply users with valuable links. That said, links shouldn’t be the primary focus of your campaign. Focus on visibility and reputation, first. Then, connect your content marketing channel.
Content marketing encapsulates a good SEO strategy. It also assists PPC efforts. To succeed in the digital world, you need to prioritize organic search traffic. In the SEO world, links matter. You’ll need to center your campaign around SEO—then, keep your content strategy on it’s a-game. Because the business world’s understanding of content marketing has grown, a lot of providers have published their own content. By doing so, they’ve established ongoing relationships with their buyers.
Third-party websites, too, can assist with a content marketing strategy. In fact, many businesses rely on outsourced content to ensure quality, timeliness and SEO compatibility. Fortunately, content marketing channels are highly accessible to social media platforms. Businesses often link external blogs, articles and product-related content anchored by Facebook posts, Instagram pictures and Twitter news.
Social Media Marketing
Speaking of Facebook, Instagram and Twitter: Social media marketing is the “rock star” online marketing channel. Your brand’s social media marketing channel will promote its goodwill, fight your competition and bring your products to the consumer’s level. In 2017, a majority of brands have a social media presence. The Internet is useful, but it’s also susceptible to rumors, lies and false advertisement.
Social media marketing, when effective, is a PR resource. It brings popularity to a brand, enhances its social image and offers incredibly relevant content. If you can engage users with interesting posts, share media regularly and persist with communication, you’ll benefit. Forbes.com considers social media marketing to be incredibly effective due to its communal aspects. By using a Facebook brand page, Twitter updates and Instagram content, you can ensure repeat exposure. You can also get a feel for what products and services consumers are buying into.
Today’s big-boomer brands are using affiliate marketers to create massive followings. It’s one of the lesser-used online marketing channels, but it can rake in serious amounts of brand support. By establishing an affiliate marketing arrangement, you can power your brand’s future. Entrepreneurs, in particular, thrive upon strong affiliate marketing partnerships.
Affiliate marketers promote a business’s products and services through testimonials, links, banners and online content. Often, businesses pay affiliate marketers based upon transactions resulting from their efforts. Many affiliate marketing arrangements can win new customers, boost company revenue and assure a product’s effectiveness. Because it’s an agreement, an affiliate marketing arrangement has flexible forms of compensation.
Online Public Relations
On the quieter side of online marketing channels, online public relations are used to promote brand sustainability. Today’s culture is a media-saturated one, and effective PR strategies are vital to the welfare of business health. The ultimate goal of PR is to secure trust.
In the world of business, digital PR can be a science. It isn’t restricted to social media, either. Email feedback, real-time SMS polls, online website outreach and even phone contact are important. Powerful brands are role models, and a PR strategy can make or break a brand’s influence. As with any digital marketing channel, PR links different strategies together. Make no mistake, however, because it’s a powerful resource by itself.
To secure your digital presence, you should work from the ground up. Study your buyers, and record their most-used keywords. Target customers who’re expected to promote your brand the most. Then, use display advertising, SEO keywords and a strong PPC campaign to gather more fans. Finally, branch out into public relations with a sound social media marketing strategy, intuitive affiliates and an interesting content marketing plan. You’ll be glad you did.