The digital landscape is always changing and with limited time and resources, it’s hard to figure out which channels are right for you, especially if you’re not entirely sure what each channel is for!
Use this quick guide to find out the basics of each digital channel and why they are important.
Social media is one of the first channels people think of when it comes to digital marketing. Because it has such a large user base, social can be a very valuable resource for every type of business (yes – even yours), provided it is utilized correctly.
The primary social media channels are Facebook, Twitter, LinkedIn, Instagram, YouTube, Instagram, and Pinterest. The right mix of channels depends on the industry a company is in as well as their budget. If you have limited resources, it may not make sense to invest in a channel where only a small portion of your audience is. It is always a good rule of thumb to first invest in the channels that will provide you with the biggest wins and cascade down from there.
Email is an interesting channel because a lot of its success depends on the quality of your email list. If you have a bad, small or old email list, you probably won’t see much success from email. If this is the case, you should focus on building up an email list so you can take advantage of this channel.
However, if you do have a healthy list, email is a great way to convert warm leads, establish thought leadership, reengage previous customers and provide added value to your customers. A well-crafted email allows you to connect with your customers for longer than you would through a social media post. When a customer opens your emails, they are exchanging something of value (their time) for your email, so make sure you are offering them something equally valuable in exchange.
Search Engine Optimization (SEO) is one of the great mysteries of the internet. However, once you understand the need for SEO, the “how” makes a little bit more sense as well.
Whenever someone types in a search, the search engine very quickly scans through their catalog of web pages and tries to find the page that will best meet the search query. For instance, if I type in “cute dogs”, Google will go look for the best web pages that will show me cute dogs. During this process, Google looks at thousands of different signals to figure out which website matched my query. Search Engine Optimization is the process of making sure you have all the correct signals in place to get your website shown at the top of the search results.
Search Engine Marketing (SEM), also known as Pay-Per-Click (PPC) marketing allows you to get your message in front of potential customers while they are searching for what you have to offer.
Most people you are going to reach through PPC are going to be in-market audiences, meaning they are searching to purchase something. This is a great audience to reach because they are typically further in the sales cycle and will be more open to seeing and responding to your ads.
Websites are one of the most important and often most under-utilized of the digital channels. Although a lot of people have some form of a website, many have not been updated recently, do not provide a great customer experience or do not function well.
A digital marketing strategy should operate like a hub-and-spoke. Your website is the hub of the digital strategy. It’s where your conversions and lead generation will take place. The other channels are spokes that draw people into your website and eventually convert. It is important to make sure you have a high-quality website that serves the customer and functions well within your digital strategy.
If you are ready to launch your own digital strategy, fill out the quick form below. We will work with you to make sure you are using the best channels to connect with your future customers.