There are many digital marketing channels that can help you reach your customers, but not all will match your business goals. Some are better for certain customer groups, while others are designed to emphasise certain benefits.
To determine which channels provide the best solutions to your business needs, consider what you hope to accomplish and choose the channels that best support those goals.
In this article, we’ll explore seven popular digital marketing channels that we believe can address most of your business’s online marketing needs.
- Email Marketing
The term “Email Marketing” is a bit of a misnomer, as it encompasses a wide range of communication options, from text-based bulk emails to advanced interactions with individual customers.
Email marketing can be used to improve customer retention, develop and maintain long-lasting customer relationships, increase customer lifetime value, improve buyer and seller trust, and increase customer spending.
It is one of the highest ROI channels available to e-commerce businesses but also one of the most difficult to execute.
- Pay-Per-Click Google Advertising
Google Ads (formerly known as Google AdWords) is one of the most popular paid advertising channels on the web.
It has two primary benefits: it allows businesses to target customers based on a variety of factors, and it offers the conversion tracking your business needs to see how well your ads are performing.
Before you advertise on Google, you need to establish a Google AdWords account and select which types of advertising you’d like to promote.
- Social Media Advertising
Major social media companies like Facebook, Instagram, and Pinterest offer advertising options with a variety of targeting and reporting options.
Social ads can cost less than other channels and often offer excellent lifetime value. However, they are also a much more difficult channel to manage, as there are many different types of ads and many different ways to display them.
- Social Media Engagement (Organic)
Many businesses focus on paid advertising on social media sites, but few take the time to develop social media marketing strategies that are based on organic engagement.
Suppose you are willing to invest the time and energy in developing this element of your social media marketing strategy. In that case, you can create more loyal customers, more earned brand mentions and stronger relationships with your audience.
You can start this process by simply sharing your own content and engaging with your audience regularly.
- Search Engine Optimisation (SEO)
SEO is the process of improving your website’s ranking in search engines, such as Google and Bing.
There are many factors that influence how high your website ranks on Google, such as how relevant the content of your page is, the number of links and websites that link to your page, how many pages your site has, and how natural and consistent the content is.
SEO is also a long-term strategy. It takes time, effort, and consistent attention to improve your SEO. However, it is one of the best long-term strategies available to e-commerce businesses, especially those hoping to attract local customers.
Overall, each of these techniques can be used to accomplish your business goals. If you’re looking for a short-term solution, then PPC advertising (Google and Facebook) can probably accomplish your goals.
If you’re looking for a long-term solution, then SEO, email marketing, and social media marketing are better choices. The best digital marketing plan will include a combination of these techniques.
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