All digital marketing channels play a role in the solution for a business and are harmoniously combined with each other. Marketers are likely to only focus on 4 or 5 of these activities at most. For startups, you may need to rely more on paid advertising than email marketing in the initial phase of your business. For established companies with a history of digital marketing, improved SEO and social media advertising may be the best opportunity for growth.
Before you can decide which channels make the most sense, let's take a look at your marketing plan and strategy. Before you know where you are going, you need to make a map of where you have been and how you should get there. When creating an online marketing plan, the conversation usually starts with: “So what activity should we focus on? The idea here is that an “all or nothing” approach should be adopted. It's very easy to get one-, two- or three-week data from a digital marketing channel and ignore its benefits in the campaign as a whole.
Like the commute, the goal of a multi-channel marketing plan should be to move from current sales (point A) to future sales (point B). How to get from A to B shouldn't matter as much as the final result. So, if you need to spend 20% of your budget on a branded display campaign to generate enough brand awareness, that cost will be absorbed by your overall campaign results. A good place to start examining opportunities should start with industry data.
A Vocus digital marketing survey asked more than 400 small business owners to identify the most effective digital marketing channels for their business. Some interesting ideas emerged from this study. What Vocus discovered was that most small businesses continue to drive sales through their website through email marketing, search engine optimization, and social media. We know that many small businesses use social media (78%), email (70%) and SEO (58%), but which one is more effective? The study found that most business owners consider their website, email marketing and search engine optimization to be the most effective tools for attracting leads or sales to their website.
Social media ranks fourth with nearly 79% of small businesses using social media. Your website is the main gateway to your brand. Many companies start with an attractive website as the first step in marketing their products or businesses. It doesn't look like websites are going to disappear anytime soon.
Websites are still the most effective marketing channel or tool. However, many business owners attribute the success of a sale to their website rather than the marketing effort that led people there in the first place (SEO, social media, etc. This is a common problem that is only solved through education and analysis. A website alone will not generate activity unless there is an active program or advertising to attract visitors to that website.
An attractive website is a good start, but very few websites can get results without many months of social media, search marketing, or advertising. Email marketing is still one of the best dogs in digital marketing and with good reason. Email marketing is a very cost-effective tool for reaching current customers and maintaining a relationship with those customers. While some may argue that social media is starting to steal some of the success of email, email is still an effective way to reach customers if done right.
Unfortunately, many companies have abused email marketing in the past by repeatedly sending promotions to an old list or, even worse, by using email as the primary way to drive traffic to a website. Never use your email list as a substitute for a bad or confusing website. Is SEO still working? The answer is yes. It's no wonder that search engine optimization, or SEO for short, remains one of the best-performing digital marketing channels for increasing leads or sales.
What is most surprising about the Inc study is how low SEO ranks usage (57%) relative to its perceived effectiveness. The idea may be that social networks are free, where SEO is expensive and requires someone with experience in search marketing. There's a truth that good search marketing isn't cheap or free. Social Media Seems to Be Gaining Strength Among Small Business Owners.
Why not? It's free to use and set up a business page on Facebook, Pinterest, Twitter, Instagram and more. While most companies are active on social media, it's hard to say which companies use social media to its full potential. It is unclear how companies track or generate sales from social activity. They may well use these tools for customer service or simply to raise brand awareness.
What is also interesting about the study is how much budget is spent on digital marketing for small businesses. Of the companies surveyed, almost 75-90% of the marketing budget goes to digital. With limited resources in many cases, small businesses spend most of their marketing spending on the main channels mentioned above. Digital is clearly a big driver of business, and the percentage of spending is a reflection of the importance that online marketing has acquired.
There are several reasons why it's as difficult to evict email as a channel that offers medium to high ROI for your business, but the one thing you can't take away from email is its versatility. While email may not be the latest technology available, it allows you to apply the latest trends in content marketing, such as personalization and automation, without hurting your marketing budget. Uber Email's Halloween marketing email also has the ability to support other marketing goals, so it's not surprising that 73% and 63% of B2B marketers say that email is their main tool for generating leads and driving revenue, respectively. Social media marketing is on this list for some very valuable reasons, but it's not just about social media users hitting the 4.48 billion mark.
From being a channel that people use to establish personal connections, social media has evolved into something bigger, bigger and better than it was originally intended to be. Nowadays, you can reach potential buyers by engaging them in a more personal and authentic way. As such, it's easier to direct your efforts toward organic social media marketing, as the platform was initially designed to encourage interactions rather than sell to your potential customers. You must invest time in cultivating relationships with your target market while trying to understand the needs and interests of your buyers.
Ultimately, this can help you generate highly qualified leads on LinkedIn, Twitter or Facebook, which account for 80%, 13% and 7% of qualified B2B leads, respectively. PPC results have also been found to get 150% more conversions than organic visitors. Clearly, paid search could represent a win-win situation for their marketing campaigns. Display ads allow you to use images, audio and video to better communicate your advertising message.
They are displayed on websites, email platforms, social media, and many other digital channels that offer ad placements, usually in the form of a banner. You may be a traditional company wanting to change the brand, in this case, social media marketing should be a good starting point. You can check the previous section of this post to define the perfect channels for your goals. Zeta II191 Salcedo St Building, Legazpi Town, Makati1229 Metro Manila, Philippines.
Social media is one of the most powerful Internet marketing channels today. Platforms such as Facebook, Instagram, YouTube, Twitter, etc. Provide a space for dynamic two-way communication. Internet users spend most of their time in these online spaces.
Therefore, brands cannot miss the opportunity to attract more attention and effectively need to promote their brands. Compared to other forms of marketing, digital marketing channels emphasize the value of dialogue, whether it's between the brand and the customer or a group of customers. And with more than 3.6 billion active Internet users worldwide, it offers businesses a great way to connect with more potential consumers than ever before. Content marketing is one of the best indirect types of digital marketing.
Typically, companies promote themselves by promoting their products, services or brands. With content marketing, you shift the focus to promoting your value through relevant and useful content. As Lee Odden, CEO of TopRank Marketing, said, “Content marketing encompasses many forms of content. Blogs, videos, social media posts, e-books, brochures, infographics, case studies, and templates are examples of popular content types on the web.
An effective content marketing strategy is to create content that your audience wants to see, with the goal of influencing their purchasing decisions in the future. As they say, “Content is king: Content marketing drives results, increases trust and creates brand awareness. By publishing high-quality content, you establish yourself as an authority within your field. Great content is also more likely to be shared and referenced, increasing your reputation among customers and other industry experts.
Another benefit of content marketing is that it adapts well to any digital marketing effort. Good content should be the basis of your digital marketing strategy. If you're a service-based company or selling high-priced products, combining your content marketing with proactive customer service is a powerful combination of one and two. Search engine optimization (SEO) has been the marketing buzzword of the decade and, for good reason, more than 90% of online experiences start with a simple online search through search engines such as Google and Bing.
When most people think of “types of digital marketing,” they often overlook the fact that radio advertising was actually one of the first digital marketing tools invented. And it's not a thing of the past: in the United States alone, radio broadcasts reach more than 230 million users aged 12 and over. You don't have to incorporate all types of digital marketing into your strategy, but you don't have to focus too much on just one aspect. Most companies would do well to start with a combination of website optimization, content marketing, SEO, SEM, and social media; and then expand to other types as you become familiar with digital marketing.
What kind of videos should companies create? Promotional videos and brand narratives are the most common types. The best part of that is the fact that these videos are evergreen. They will always be relevant and purposeful. Where should you post your blogs? WordPress continues to reign over all other content management systems (CMS).
CMS giant produces more than 70 million pieces of content every month. However, the e-commerce platform you choose may already provide an integrated blogging platform. Podcasts are only growing in popularity. This is why Google's search algorithms try to transcend text to speech, as well as videos and images.
Since Instagram focuses on visual content, brands will want to promote their images and videos on Instagram. Instagram's video platform, IGTV, is also becoming more popular. 28% of marketers include IGTV in their video marketing strategy. Brands also benefit from using the story feature and by publishing content to their feed.
In addition, Facebook is the main content distributor for companies. This includes the video. 79% of marketers use Facebook as their video marketing channel. Facebook is also one of the highest paid social marketing channels along with Instagram and, more recently, TikTok.
You can use an ad management platform to track the results of your campaign. Social media is the most used digital marketing channel probably because of LinkedIn (which is said to be its most effective channel). It's full of business-minded people, which is exactly who you want to reach as a business-to-business marketer. To ensure that your website offers these solutions, you need to optimize all of your company's channels to drive traffic and increase conversions, including Google My Business, social media, and your blog.
Blogging is a specific tactic you can use to increase the SEO of your website. Blogs offer the added benefit of demonstrating authority and expertise, while helping you reach customers at different stages of the buyer journey and addressing specific keywords that your target audience is looking for. Social media continues to grow every year as a powerful marketing channel. Potential customers are continually searching for brands they like or are interested in, and more and more users are turning to social media to research or make purchasing decisions.
In fact, 54% of social browsers use social media to research products. Social media offers a unique opportunity to engage with potential customers and continue to build your brand's community. The beneficial aspect of social media is that each platform offers different and unique audiences that are ready and able to interact with your content. Email marketing is far from dying.
In fact, 92% of online adults use email, and 61% use it on an average day. Email is one of the best direct response marketing methods. Since potential customers generally have to choose to receive emails from a company, they tend to be more willing to open those messages to get the latest news. Based on consumer preferences, 61% of people prefer brands to contact via email.
Video marketing isn't a new strategy for companies, but it's a strategy that not all companies use. Video marketing can drive conversions, improve ROI, and help engage potential target markets. Most people would rather learn about companies through videos. In fact, 84% of people say they have been convinced to buy a product or service by watching a brand video.
The ability to reuse multiple channels allows content to be used across different media. Double your marketing efforts by adding videography to channels such as social media and email. In a sense, you're creating video content for one channel and redesigning it to meet the needs of your other channels. Another effective way to leverage digital channels to reach target audiences is with influencer marketing.
Brands may partner with celebrities, sites, or others who consider themselves experts in their field and who share similar values. Brands can reach the followers of these influencers with branded offers and content. Many marketers have been successful with influencer marketing, and 9 out of 10 said it was equal to or better than other channels they use. In addition, 1 in 2 women based a buying decision on a recommendation from an influencer.
Mobile marketing initiatives can include many of the digital marketing strategies mentioned above and typically take advantage of a combination of text messaging, social media, email, push notifications, and mobile apps. The importance of mobile marketing is increasing, as the number of mobile shoppers is expected to grow to approximately 187.5 million users by 2024.With the clear shift to mobile devices, marketers must think about how they can optimize their current marketing efforts for mobile devices in order to deliver a smooth and user-friendly experience. With these statistics, it's no surprise that 70% of marketers invest in content marketing and 40% of marketers say that content marketing is an important part of their strategy. This will provide them with information on spend and success rates across multiple digital channels, and practical suggestions on how to optimize ad spend.
With the ability to track granular data such as media exposures, sales, and geolocation, you can gain actionable insights that can inform decisions and guide marketing efforts going forward. Social media channels are an important part of any effective digital marketing strategy because they are one of the few channels that offer two-way communication between your brand and your customers. Last but not least, mobile devices can collect customer data, which you can then use to map out a mobile marketing strategy that yields results. Smartphone users also spend 90% of their mobile time using apps and games, making mobile apps a profitable marketing channel.
To learn more about the marketing channels companies use today, the HubSpot blog surveyed more than 1000 global marketers working in B2B and B2C companies to find out which channels they leverage. In addition, digital marketing platforms allow you to modify your strategy as you go, helping you achieve better results almost immediately. Digital marketing has proven many times that it can help you improve conversion rates and attract more buyers. Email also has the ability to support other marketing goals, so it's no surprise that 73% and 63% of B2B marketers claim that email is their primary tool for generating leads and driving revenue, respectively.
Only 1 in 3 marketers reported leveraging podcasts or other audio content in their strategies, but 53% of those who do say it's the most effective media format they use. Today, we'll look at some of the most common types that marketers like you can use for their businesses. . .