It is always important for your brand and business to establish and maintain a very strong online presence to be competitive enough to reach out to target audiences. With the help of Digital Marketing channels, new marketing techniques and new doors of opportunities are only accessible. However, it’s a bit challenging to find the best and worthy one among several other channels to focus and bring you closer to your business goals. It all depends on the type of business you have and the kind of customers you are targeting. Though all digital marketing channels are not applicable or work for your business, however through a carefully planned set of actions you can learn, test and measure the results and performance of these channels and identify the best for your brand or business.
Digital Marketing Channels
Let’s familiarise ourselves with some of the marketing channels that are available.
1. Display Advertising
It includes banners, interactive ads, video ads, interstitial ads, overlays and other similar ads linked to a landing page or website to create greater brand awareness as well as generate highly targeted traffic that may convert into leads or sales.
2. Search Engine Optimization (SEO)
With the help of both on-page and off-page optimization, organic link building, linkable assets creation and other related activities, you can make your business appear in people’s search results.
3. Content Marketing
An important element in digital marketing where you can use good, high-quality and very relevant content (text, graphics, videos) to generate considerable inbound traffic from highly targeted audiences and convert them into potential customers.
4. Email Marketing
It’s one of the most effective methods for brand building and conversion by sending updates and other information to your potential customers through email.
5. Pay-Per-Click Advertising (PPC)
It delivers highly targeted traffic of potential customers within a very short period of time through bidding and ad placements.
6. Social Media Marketing (SMM)
Business owners and digital marketers reach out to highly targeted potential customers through direct and person-to-person engagement with the use of Social media platforms for their products and services.
Selection Process for Digital Tools
You can use the above mentioned digital marketing channels for your digital marketing campaigns but before any campaign, few things need to be considered carefully to make the right selection.
1. Determine your primary company goals
Some of the goals your business may require such as:
Brand Awareness: Your company or product name will be highlighted among your target audience to get familiar with your business for brand, products, and services. Social Media engagements develop this process.
Sales Generation: Your brand products and services will be marketed to generate sales through online channels. Social Media, Display Advertisements help with this process.
Lead Generation: Through the use of digital marketing you can generate leads and connect with potential customers by communicating directly and engaging with them. SEO, Email marketing, Display advertisements help with lead generation.
Educate Potential Customers: Educating your target customers by making them realize the potential of your products or services. Content Marketing, Blogging, Press Release helps with this purpose.
2. Define your budget allocation
You need to set aside the budgets for pursuing any campaign on Digital marketing channels.
3. Identify Your Available talent
For running and maintaining any digital marketing campaigns, you require some resources such as skills and knowledge available in-house or you may have to outsource them.
You cannot just depend on a single channel to run your digital marketing campaign to receive the result you wanted. Each of these digital marketing tools has their own effectiveness to make any campaign stronger and efficient.