How to Choose the Right Digital Marketing Channels |Small Business Sense

How to Choose the Right Digital Marketing Channels

Perhaps, today only micro-business can do without Internet promotion. For example, if a barber already has clients, then they don’t need to launch context advertising, and if there is a constant flow of visitors to the bakery around the corner, then it’s hard to imagine why it needs a website. However, as soon as there is a need to scale the business or increase the cost of services, you need to launch new channels to attract an audience.

The Internet will come to the rescue. We will tell you what promotion methods exist and which marketing channels to choose depending on the needs of the business.

Search Engine Optimization (SEO)

All sites that match the search query are ranked, in other words, carefully sorted from the most relevant to the least. If you want to get quality SEO services, be sure to select a reliable agency, SeoProfy reviews confirm that this is the right destination if you are looking for the solution for your online project promotion.

To crawl each site, a search robot visits it and evaluates the quality of the code, texts, titles, download speed, URL, and other elements. Many of these parameters can be influenced, and this is what SEO specialists do. Advantages:

Contextual Advertising

These are the advertisements that users see when they enter search terms. The main contextual advertising system is Google AdWords, but you can also set up impressions in it using third-party automation systems. The context has many formats: only with text, images in different resolutions, and video. Text ads with links are placed among the search results and are marked with the word “Advertising”.

A special type of contextual advertising is retargeting (remarketing). It is not aimed at attracting a new audience, but at the return of those who for some reason left the company’s website. For example, retargeting will help remind those who have viewed a certain number of pages on the site, studied specific products or services, or even added them to the cart but have not placed an order, to remind them about your company. Advantages:

Targeted Advertising

These are ads that are targeted to an audience with certain parameters. The main source of data and platforms for placement are social networks. By registering in them, people fill out profiles with a lot of information about themselves (gender, age, city of residence, interests, etc.), and then they can replenish this data set by joining communities, playing games, listening to music, reading posts, and so on. Social networks use this information to help advertisers find customers. Advantages:

Email Marketing

This is the promotion of products or services through email newsletters. If you work with your database of addresses and carefully approach the drafting of email texts, the effectiveness of this advertising channel can be very high. For example, a 2021 study showed that the conversion rate for all sent emails alone can reach 1.3%, and for those that users have opened, it is more than 15%. This is because only interested customers usually subscribe to the mailing list, they have already used the company’s products before.

When starting an email campaign, it is important to:

Advantages of this method are the following:

Content Marketing

This is a long-term strategy for producing content that is useful or interesting to the audience. Content marketing allows you to create a positive image of the company, increase the recognition of a service or product and the trust of users in it, and, as a result, increase sales. In a broad sense, content marketing for a company is the promotion of any blog. Advantages:

Social Media Marketing is the promotion of a store or brand on social networks. There you can get closer to your consumer: communicate directly with real and potential buyers, convey your offers to them and get feedback. As part of this promotion channel, brand communities are created and maintained and their publications are promoted. Each member sees community posts in their news feed. Advantages:

Influencer Marketing

It can also be attributed to SMM, but more and more people talk about it as an independent promotion channel. Influence marketing is the promotion of goods or services with the help of opinion leaders: bloggers, stars, and experts in various industries. Their advertising can be either explicit (from a video or post, it is clear that this is an advertisement) or hidden (when the publication does not hint at advertising integration, but it seems that the influencer uses the product). Advantages:

To choose the right marketing channel for you, you should test several of them. The one that will show the highest conversion should be your main one.

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