Digital marketing continues to get bigger and bigger in the Internet age we live. With different types of digital marketing channels popping up, it is important to know which ones to stay focused on.
The digital marketing channels you choose may also be tied to the type of marketing you are trying to do at any given point in time. Digital marketing channels used would be different if you were trying to market to a business as opposed to trying to build a killer influencer strategy.
The first thing you need is a good amount of insight so that you are able to identify the functions of marketing channels and what will work best for you and the business. Online marketing channels vary, so plugging into the correct ones will take you a long way.
We are going to take the point of view that you are trying to create lead generation. This is a valuable (and often expensive) digital channel marketing strategy. Let’s take a look at 11 digital marketing channels that you need to focus on.
What is a Digital Marketing Channel?
Simply put, a digital marketing channel is a way of reaching customers, and potential customers, to get them interested in your goods and/or services. This process includes getting your goods or services into the hands of the consumer.
Different digital marketing channels will offer different results. Furthermore, there are often different strategies based on different regions of business. So the way you go about marketing in one region may not be exactly the same in another. This is despite the fact you are trying to market the exact same service or goods.
You might be familiar with some of the most popular channel marketing strategies today. However, that doesn’t mean you are entirely sure which digital marketing channels are the best for you.
The most important channels are probably what you have already guessed. Social media, search, online video, email… these are all things that will drive traffic and help build a customer base.
Here are 11 digital media channels you need to embrace.
1. Website / Blog Marketing Digital Marketing Channels
Arguably the most important digital marketing channel available to you is the website or blog. Think about it; your website represents your company, and it displays all pertinent information, has links to anything important, includes all your signup forms and much more.
Using your website to reach customers is a valuable strategy that also allows you to combine with other digital marketing channels like search and social media.
Think of it as your hub of operations.
With the above being said, you also need to make sure your website is designed and functions properly on the web. If you want to use it as a massive online marketing channel, then you have to make sure it is operating correctly.
Important aspects of a website like being mobile friendly and responsive will show customers you know what you’re doing and you are professional. There are all sorts of essential tips to improve your website. Make sure these are in place.
2. Social Media Marketing
No digital marketing strategy is complete without the use of social media. Facebook has over 2 billion daily users, which means you can basically reach just about anyone if you put the correct channel marketing strategy in place.
Social media has taken the world we live in and made it much smaller. This is sometimes a good thing, and sometimes not. In this case, it is a great thing. Digital marketing channels will come and go, but social media as one of these channels is here to stay.
Using social media as one of the main functions of marketing channels is a sure fire way to build a community. Perhaps the best thing about using social media as a marketing channel is that you can share almost anything and connect with people.
As a matter of fact, using social media is a great way to connect with people using relationships and being more personable. This is ideal instead of just jumping to a sale strategy. As a matter of fact, the proper use of social media online marketing channels is one of the best customer retention strategies you can put in place for your business.
3. Search Engine Optimization
As is the case with anything that is online, you want and need to be seen. What is the point of a digital marketing channel if no one interacts? Search engine optimization is critical to the success of your channel marketing strategy.
SEO actually ties into most things naturally. Proper SEO is needed for your website/blog, and good SEO is important for social media posts and ads. The list goes on and on. Even things you wouldn’t think about right off the bat are important.
- Repurposing Content
- SSL Certificates
- Optimizing Images
- Solid Backlinks
These are all valuable SEO strategies that will lead to success in the long run.
4. Email Campaigns
Building a solid email list is one thing. Putting that list to good use by having an email campaign as a successful digital marketing channel is another. There are several email services that can help market your business properly.
Once you settle on an email service, you need to use that marketing channel in a way that reaches your customers. Oftentimes, an email blast to customers is a way to properly market to a customer base you already have in place.
You can also use email as a digital marketing channel to build a customer base and get people excited about your product or service. Landing pages, opt-ins for customers, free products in exchange for an email address…all of these things can be put into place and used as a solid channel marketing strategy.
5. Content Publishing
What drives traffic? Content. But not any content; fresh, good material with relevant information. Content publishing can be done in a number of ways. However, the main thought behind this is to blast out and publish content from your business website or blog.
Take the content you publish and run ads with it across social media. This is a great way to get your product out to people, as well as have an excellent message written about it. If you feel this takes to much time, then use a platform like WordPress that allows you to automatically update content.
You can also share this content across your own social media channels and allow other people to share and talk about it.
Content is king. It always has been and always will be.
If you have a business website or blog, then publishing solid content across all your marketing channels will definitely get your name and services out there for people to see.
6. Pay Per Click Advertising
At first thought, many business owners balk at this type of digital marketing channel. However, there is nothing wrong with paying for advertising if you have set it up the right way and are showing a good return on investment.
There are not many better ways to get visible fast than to simply pay for it. The big boys like Google, Facebook, LinkedIn; they all have solid ad setups that can really gain your business some traction if used correctly.
The best thing about running ads (or pay per click advertising) is they can be targeted in almost any way imaginable. You can target customers using options like:
- Search Keywords
- Time of Day
- Day of Week
- Device Type
- Audiences Based on Visits
7. Affiliate Digital Marketing Channels
Most of you probably know what an affiliate is. If not, here is a quick review. Affiliate traffic includes visitors that are bumped in from other websites which you have created a commission agreement on orders. Affiliate marketing strategies have become very big over the years.
For example, you have a link to a good on xyz.com and someone clicks on that link to buy something from you. You make the sell and you give a commission to the affiliate for posting the link and info.
This is a fantastic way to generate leads and sales without having to have customers on your website.
You can build relationships with large affiliate sites or smaller alternatives that are looking for link trades and other things.
8. Referral Digital Marketing Channels
Much like affiliate marketing channels, referral digital marketing channels include traffic that comes from almost everywhere else on the Internet. These channels may include:
- Websites Running Your Ads
- Sponsored Blog Posts
- Digital Newspapers
- Online Magazines
These are not affiliates, as you are paying for these referrals up front. That being said, referral online marketing channels can really drum up customer interest if implemented correctly.
9. Word of Mouth Marketing Strategy
Think about how often you hear about something via word of mouth. Even to this day, there still may not be a more powerful marketing tool than that. When someone is talking about your product or service, then you know you are doing something right.
The main issue here is in order to get word of mouth marketing you probably need to employ one of the digital marketing channels above. There is nothing wrong with that because if used correctly can really light a fire under your business.
Word of mouth is still one of the most viable ways to gain traction and build a customer base.
10. Online Reviews
Reviews can be a tricky thing. On the one hand, they are very valuable to your business. On the other, they can really hurt your business. Major online review platforms like Yelp and Google business reviews can push a business over the top just as fast as they can crash one into the ground.
The problem with online reviews and allowing them is if someone is in a bad mood or has a bad experience for one reason or another, they are able to put your business on blast. It only takes one person in a bad mood to really make a dent.
If you are confident your reviews will only help, then using these review platforms as a digital marketing channel can put your business in a solid place to succeed. Most people look at reviews before they purchase a good or service.
Good reviews will equal a lot of potential customers.
11. Video Channel Marketing
Videos are one of the most, if not the most, effective ways to engage potential customers. YouTube is now the second largest search engine in the world and shows no signs of slowing down.
As a matter of fact, it is estimated that by 2021 video content will account for over 80% of all Internet traffic. Having a good video marketing channel should skyrocket interest in your goods and services.
Furthermore, you can create your own videos if you have the know-how and post them to free places like YouTube and Vimeo. This allows people to see what you are about and possibly click through to your website.
There are more digital marketing channels out there than ever before. Making use of as many as possible is never a bad idea. However, it is important that you use online marketing channels properly. Otherwise, things can get convoluted.
Have a plan in place before you tackle the process. Use the road map to success strategy or simply have something written down. Use that as a guide while you are on your marketing journey.
Focus on the digital marketing channels that work the best for you and you will be well on your way to a successful marketing strategy.