Marketers can reach consumers in more ways than ever before. With so many different options, it's easy to get overwhelmed. You want to make sure you spend time and money on the most impactful channels and tactics. However, if you don't know what will work best, it's easy to let fear stop you from getting started.
Here's some good news, though: choosing marketing channels doesn't have to be rocket science.
You can hear a lot of talk about emerging technologies like AI and chatbots. But, unless you're a very senior marketer or at a large company, those kinds of tactics may be out of your reach. However, that's okay, because you don't need the flashiest things to be successful.
It's not important to focus on every new channel. It focuses on the right channels to maximize the growth of your business. And in this section, you'll discover where you should direct your efforts and attention to make the most impact.
What is Channel Marketing?
A marketing channel refers to any method or platform that can be used to market a specific product or service to consumers. The main goal is to transfer ownership of a product or service from production to consumption.
Channels like these may include:
● Social media channels:
Instagram, Facebook, LinkedIn, Twitter, etc
● Print marketing channels:
Advertisements, magazines, brochures, etc.
● Email marketing channels: Email
signatures, banners, newsletters, etc.
● Websites: Your own website
● Referral Channels: Directory,
website references to your site/company, etc.
● SEO: Title tags, meta descriptions,
keywords, etc
● Word of mouth: Spread
the word about who your company is and what you have to offer.
● Pay Per Click (PPC) Marketing
What Are Examples of
Marketing Channels?
First, check out this comprehensive list of platforms and means of communicating with potential consumers:
- Affiliate
Marketing (Affiliate Marketing)
- Amazon
storefront
- Application
(App)
- Blog
- Webpage
- Email
- Social
Network
- Event
- Advertisement
on TV
- Online
Videos
- Microsite
- Mobile
advertising
- Advertising
on social networks
- Press
Release
- QR
Code
- Chatbots
- Seminar
- Print
advertising
- In-store
signage
- Direct
sales
- Radio
advertising
- Display
point of sale
- Print
catalog
- Competitions
- SMS
Marketing
- Near
Field Communication (NFC)
- PR.
Events
- Conference
booth
- SEO
- PPC
- Phone advertising
It's a long list, and it barely scratches the surface. Some of these can even be broken down in more detail (for example, there are many different social networks, and each can be thought of as its own channel).
What Areas Should You Focus
On?
If that's enough to make you reel, you're not alone. However, it illustrates how many media, formats, and channels exist, all vying for attention. Fortunately, you don't have to pay attention to every possible channel. In fact, trying to do so will almost certainly lead to failure. It is better to master a few than to let yourself be too thin.
These recommendations should not be taken as certain requirements for marketing success. However, these channels are generally considered the most effective for most companies.
Website / Blog
A website is the best for any business. This relates to the next item on this list.
SEO: Search
Engine Optimization
Where does most website traffic come from? According to the best SEO service providers, that's a whopping 51%. In addition, 82% of marketers see SEO efforts are effective.
Email Marketing
The marketing landscape constantly changes and evolves, and email is no exception. What has remained steady, however, is the reliability and effectiveness of email marketing.
Social Media
Marketing
Staying on top of the latest social media trends can be tough. Plus, with organic reach declining on platforms like Facebook, success can be a challenge. However, social media still provides a lot of brand value for smart companies to leverage.
However, it is important to approach social media with a smart strategy, in addition to a disciplined approach to channel selection. Choosing a small number of networks to host often produces better results than maintaining a presence on every platform.
Videos / YouTube
Did you know YouTube is considered the second largest search engine in the world? When you think about it, it's easy to see why. It is often easier to watch a video to learn how to perform a task than to read an extensive piece of content on the same topic.
PPC
Organic traffic is great for building an audience. However, paid ads work well (perhaps better, in some cases) to drive direct conversions. That's because consumers who click on ads are often ready to make a purchase. According to CleverClicks, PPC converts 50% more traffic than organic search. A complete search marketing strategy should include both organic and paid tactics.
Multichannel vs Omnichannel:
What Does Either of These Terms Mean?
Spend some time in the world of marketing blogs and you may come across the words “Multichannel” and “Omnichannel”. You may also be scratching your head and wondering what either of these terms means. Here are quick definitions:
● Multichannel
Marketing: Using more than one channel to reach customers.
● Omnichannel Marketing: Refers to marketing that provides a consistent customer experience across multiple channels.
Is it important to understand these terms? If your brand standards are enforced across all the channels you've chosen and you're using the right means to reach your customers, that's what matters most.
Determine The Channels You
Will Use
None of this needs to be set in stone. You can always add or remove channels from your strategy in the future. Now, define the following:
● What
channels are you currently using?
● What
channels will you add to your strategy?
● Which channels would you consider pausing?
In short: measure. This will be covered in a later
chapter of this tutorial, but it's worth making this point briefly. If a
channel isn't generating measurable benefits, it's time to recalibrate and
reconsider whether it deserves a place in your strategy.
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