There’s so many marketing channels out there, that it can be extremely difficult to draw up a plan you’re happy with. No matter what option you start with, you need to build a unified strategy in order to interact with your audience effectively. Also your brand voice should be consistent across all of your channels. But which is the best one to grow your business?
Summary: 5 Minutes read, Level: Advanced
Finding the right marketing channel has long been regarded as the key to online success. Growing your brand online is also about designing a strategy tailored to your industry and applying it across multiple channels. A solid marketing strategy will not only allow your business to survive, but thrive. Yet most people are hesitant to commit to marketing, because they’re unsure which marketing channel is right for them.
The truth is that there are many marketing channels available and each has their place in a cohesive strategy. The most important thing is to calibrate which channels you use with your industry and your brand identity. Where your customers are and what they want will determine whether you should embrace a marketing channel or avoid it altogether. Below we look at the top marketing channels to help you grow your business and get the word out.
Social media is a low investment marketing channel with no barrier to entry. All you need to do to start is make a social media account and start promoting your brand without breaking the bank. The reach of social media is such that 81% of Americans have at least one social media profile. The best part about this marketing channel is that you can reach out to a massive audience without paying a dime.
Setting up Facebook, Twitter and Instagram pages will allow you to post new content and build up a list of followers. Of course you need to post content of value if you’re to have any kind of growth. So producing content that’s engaging and solves your customers problems will be incredibly useful. For example, if you own a real estate agency posting video walk throughs of your property is a great way to pique your audience’s curiosity.
Creating a professional website is the one marketing channel where most businesses fall short. They spend lots of time getting traffic to their site, but once it arrives, their sales funnel is so poorly optimized that customers simply don’t convert. This is a travesty, as your website is the hub of all your inbound traffic.
A professionally designed website ties your marketing efforts together and helps to close the deal (by making it easy for customers to do business with you. Likewise, your website is also one of the key ways that your prospective customers tell you apart from the competition. It’s also where your main sales funnel is (e.g. Customers click through to your site and then convert by joining your newsletter or contacting you). A clear website with prominent call to actions is a major asset to your growth and a marketing channel you should definitely invest in.
Email marketing is perhaps the most important marketing channel as it’s one of the best ways to interact with cold and warm audiences. Sending regular informative emails with updates and useful guidance will help to nurture those who’ve signed up to your newsletter but haven’t pulled the trigger on doing business with you. In a sense, a newsletter is great for playing the long game with your prospects.
It’s also a good way to contact completely new leads, with cold email pitches. Don’t hesitate to invest time and money into email marketing, as no other marketing channel allows you to engage with your customers in such a way. Likewise, using an email newsletter will help to entice your website visitors to sign up to your email list (by baiting them in with industry insights and useful content.
No matter what marketing channels you start with –
Video marketing is one of the most compelling marketing channels for modern businesses. In fact, 85% of businesses now have internal staff to produce videos in-house because it´s one of the most effective ways to engage your audience in an entertaining way. Whether you’re producing real-life video content or animated video content, you’ll be captivating your audience.
If audience engagement and conversion rates are important to you, there is no better medium than video marketing. You don’t have to hire professionals to produce your video content in order to entertain your customers. However if you want the best quality hiring a professional is definitely a good idea. This is the go to marketing channel if you prioritize ROI!
Search engine optimization remains a central marketing channel for inbound traffic and increasing the visibility of your site online. Getting your site optimized for search engines gives you access to a massive potential audience. Right now, over a billion people use Google.
One of the first things people do when they’re looking for a product or service is look it up on a search engine. So if you run a fashion website, ranking 1st for the keyword “fashion LA” would get your business in front of millions of people (Of course you might want to pick a less competitive keyword!). In order to make the most of this marketing channel it’s a good idea to hire a professional to optimize your site.
Whilst you don’t need to pay for all of your marketing channel efforts, putting down money on paid advertising does help you to push towards achieving specific. Whether you’re looking to build your brand, boost your traffic or increase your social media following, there’s a paid advertising campaign for you.
Pay Per Click advertising is a great way to direct traffic to your website where as display advertising allows you to reach your target audience via banner ads and automatically placed video content. You can also pay for social media marketing to have adverts displayed to potential followers on platforms like Facebook. Paid advertising is one of the marketing channels that can reap serious rewards.
Remember: your approach should be unique, based on your niche and tailored towards the people you want to reach (and segmented if your audience is diverse). Each medium above is a great way to market your brand but it´s up to you what you incorporate into your marketing. Stick to the fundamentals and apply each marketing channel effectively, before adding another.