Types of Digital Marketing Channels
marketing was traditionally done through print (newspapers and magazines) and broadcast ads (TV and radio). These are channels that still exist today. Digital marketing channels have evolved and continue to do so. The following are eight of the most common avenues that companies can take to boost their marketing efforts. Keep in mind that some companies may use multiple channels in their efforts.
Website Marketing
A website is the centerpiece of all digital marketing activities. It is a very powerful channel on its own, but it’s also the medium needed to execute a variety of online marketing campaigns. A website should represent a brand, product, and service in a clear and memorable way. It should be fast, mobile-friendly, and easy to use.
Pay-Per-Click (PPC) Advertising
Pay-per-click (PPC) advertising enables marketers to reach Internet users on a number of digital platforms through paid ads. Marketers can set up PPC campaigns on Google, Bing, LinkedIn, Twitter, Pinterest, or Facebook and show their ads to people searching for terms related to the products or services.
Content Marketing
The goal of content marketing is to reach potential customers through the use of content. Content is usually published on a website and then promoted through social media, email marketing, search engine optimization, or even PPC campaigns. The tools of content marketing include blogs, ebooks, online courses, infographics, podcasts, and webinars.
Email Marketing
Email marketing is still one of the most effective digital marketing channels. Many people confuse email marketing with spam email messages, but that’s not what email marketing is all about. This type of marketing allows companies to get in touch with potential customers and anyone interested in their brands.
Social Media Marketing
The primary goal of a social media marketing campaign is brand awareness and establishing social trust. As you go deeper into social media marketing, you can use it to get leads or even as a direct sales channel. Promoted posts and tweets are two examples of social media marketing.
Affiliate Marketing
Affiliate marketing is one of the oldest forms of marketing, and the internet has brought new life to this old standby. With affiliate marketing, influencers promote other people’s products and get a commission every time a sale is made or a lead is introduced. Many well-known companies like Amazon have affiliate programs that pay out millions of dollars per month to websites that sell their products.
Video Marketing
YouTube is one of the most popular search engines in the world. A lot of users are turning to YouTube before making a buying decision, to learn something, read a review, or just to relax.
There are several video marketing platforms, including Facebook Videos, Instagram, and even TikTok to use to run a video marketing campaign. Companies find the most success with video by integrating it with SEO, content marketing, and broader social media marketing campaigns.
SMS Messaging
Companies and nonprofit organizations also use SMS or text messages to send information about their latest promotions or give opportunities to willing customers. Political candidates running for office also use SMS message campaigns to spread positive information about their own platforms. As technology has advanced, many text-to-give campaigns also allow customers to directly pay or give via a simple text message.
Digital Marketing Tactics and Strategies
SEO
There isn’t anything more important to digital marketing than SEO, something that might still mystify you in its ongoing complexity. While it’s true Google’s algorithms can still become confusing, you can better grasp how it works when you work more with the concept.
Search Engine Marketing
If you’re new to search engine marketing, you’ll usually see it abbreviated as SEM. It’s a form of Internet marketing where you increase your SERPs through paid advertising methods. You’ll want an expert to help you in this field as well, especially one who’s worked with Google Ads and search/display ads. In the case of Google Ads, you’ll want to educate yourself first on how the process works.
Local Search Marketing
You’re seeing a lot more attention on local search marketing in the last few years. It’ll continue being important far into the coming decade as local businesses realize the value of being found by local consumers.
Content Marketing
As a connective string to inbound marketing above, content marketing is a big part of attracting a targeted audience. What’s essential about content marketing is that you need to make your content valuable, relevant, and consistent to make it worth the time of those consuming it.. In today’s time, you need to focus on creating content that can solve pain points and stay evergreen. Using shortcuts or black hat SEO tactics just to move to the top of search engines won’t work thanks to Google’s all-seeing eye.
Remarketing
Another critical aspect of digital marketing is going after prospects again with marketing content if they didn’t respond to your site’s banner ads the first time. This works by tracking these visitors through cookies and creating new ads on related sites.
Responsive Web Design
Reaching customers by mobile is more or less the standard now, and that’s going to go on into the coming decade. Making your website conform to mobile screens is one of the maost essential parts of digital marketing. The only way you can make this work successfully is through responsive web design.
With responsive programming, you can make your website automatically conform to all mobile screens. This is going to mean more than one format, including tablets and increasing use of smartwatches.
Email Marketing
No doubt you’ve done some email marketing, but how effective is it in reaching your intended targets at the right times? Email marketing is already a great tool for generating more leads than possible through any other marketing method. You can also increase your sales and conversion rates.
If you’re already suffering from overspending on other digital marketing, email marketing is one of the most affordable methods out there. In some cases, it’s free, unless using outsourced services.
Social Media Marketing
No doubt you’ve posted content to social media already. Yet, what can you do to make it more effective this year and the next?
To capture today’s audiences, Forbes notes various things, including automation to post your content when you know your audience is reading. Using tools like Hootsuite for post scheduling helps immensely when reaching users in other time zones.
Marketing Automation
As you can see, marketing automation is an important element in a lot of digital marketing techniques. Knowing more about it, in general, should become a top priority as it becomes a standard for businesses around the globe.
With 91% of successful businesses now saying automation is very important to their success, you can get a vision of what the present and future of marketing is.
Influencer Marketing
Have you thought about how you can take on a digital marketing campaign without having to spend a fortune? While you can save money doing email marketing and inbound techniques, hiring influencers does the same.
If you think hiring influencers to promote your brand online is all about hiring celebrities, think again. An influential person on social media doesn’t always have to mean being a celebrity. It can simply be someone with a lot of followers and a good track record of promoting products.
Video
Over the last decade, we became a more visual culture attracted to imagery in the digital realms. A lot of this comes in various forms, but there isn’t any question video rose to the top. We’re at the point now where more consumers of content prefer video above any other visual medium. Recent statistics show 87% of all online marketers now use video content of some sort. A lot of this comes from massive viewership on places like YouTube. Regardless, where you post videos isn’t going to matter without compelling content.
The personalized video has become a norm lately, or at least ones directly addressing pain points of targeted viewers. The same goes with making your business look more human.
Revisiting Your Landing Pages
If you’ve already created a landing page as part of your digital marketing campaign, are you sure prospects who visited before are going to come back?
This is a question that should become the central core of your digital marketing efforts. All marketing experts reiterate how landing page traffic is the nucleus of successful inbound marketing.
The problem is your landing page perhaps isn’t very enticing at the moment. Solving this (in part) comes down to web design, including where you place your Call to Action and advertising.
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