According to writer Tanya Van Kampen, suggesting how to get your business in front of a vast digital audience, there are six important digital marketing channels you should be utilizing to grow your business.
When evaluating these channels, says Van Kampen, it’s easy to get lost in all the options, and, your small business might feel constrained by limited resources, be it time, budget, or staffing. On top of that, digital marketing is dynamic and the trends change constantly.
The report goes on to suggest considering these marketing channels:
Social media is a must. At least 50% of online adults use more than one social media site, so take advantage of both organic and paid marketing channels.
However, through paid social media, you’ll be able to take advantage of the platform’s demographic data and specifically target your desired audience.
Staying relevant and posting on multiple sites can get time-consuming, but there are a plethora of tools to help you manage your social media marketing. HootSuite allows you to schedule content in advance across Facebook, Twitter, LinkedIn, etc., while also providing analytics regarding reach and engagement.
Through a paid-search digital media channel, you can get in front of potential customers at the very moment they are looking for what you have to offer.
Two of the major players are Google AdWords and Microsoft Bing, with Google dominating in paid search market share. AdWords and Bing both have help centers with best practices and guidelines to get you going, as it can be very easy to get bogged down with keyword data and research. With the right amount of attention, these campaigns can drive quite a bit of success.
We can’t leave out the importance of email marketing, since we built the business around it. If you stick to your own email lists, you’ll definitely see more success since these are people who have opted in to receive your emails. When compared to other paid marketing channels, email still has a reputation for lower costs and higher returns. And, if you tinclude Infusionsoft's industry-leading automationinto the mix, the amount of time it can save you is priceless.
Your email contacts need to be nurtured with relevant messaging based on where they are in your sales funnel. Once you’ve completed the initial setup, the automation process literally does all of the work in reaching out to the right contact at the right time. Email automation also saves you expensive overhead costs of postal mailing, staffing, and a lot of time.
Through display advertising, advertisers can reach the right customers on the web and in apps using rich media creative formats like animated banners and video. Intuitive targeting techniques allow you to reach the right customers, encouraging them to notice your brand and take action. Google AdWords will even help you measure how well your ads are performing so you can make adjustments accordingly.
While you can get your content out there through various social sites, content syndication is a great way to boost your brand and awareness. In addition, you can also put third-party reviews to work for you. There are non-paid options but there are plenty of vendors that specialize in syndication and will get your content in front of the desired audience. Companies like Taboola have direct relationships with publishers and cost an average of 45¢ per click.
Mobile marketing is all the rage right now, says the report. The technology behind it keeps improving as demand increases. Whichever channels you choose, make sure mobile is part of the mix since at least 80% of internet users own a smartphone. Remember, though, there is a lot less real estate on a mobile screen than on a desktop.
In the end, you know your company best, and what your marketing needs are. Don’t jump into everything at once. Social media is a great place to start because it offers a number of platforms, as well as flexibility with organic and paid search options.
Finally, think about your product and messaging, as you want to make sure it strategically fits into the mix. Whatever you decide, concludes Van Kampen, remember that advertising on any digital marketing channel is a constant work in progress. As the business grows, there is always room to revise, test, and expand.
In addition to over seven years of digital advertising experience, don’t overlook the fact that Tanya has a special appreciation for small business!
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