The 5 main channels of digital marketing
With so many platforms to advertise and list your business on, you can get overwhelmed pretty quickly when deciding which avenues are best for your business.
In this article, I will discuss the top five digital marketing channels out there today and why you must be on them.
1. Company website
In this day and age, there are no excuses for not having a company website. It acts as a first impression of your business and should be ranked #1 in Google search when someone is searching for your brand. This alone should provide enough incentive to create a company website.
If you decide to promote your business through any digital medium, you will need a website to send them to.
Can you think of one well-known business that doesn't have a company website?
2. Search Engine Optimisation
If you have a question or are searching for a product, where do you turn first? If you're anything like the rest of the world, one of your immediate choices will be a search engine like Google.
A Google report found that 4 in 5 people search online to find location information, including a business's store address, directions and opening times.
By leveraging SEO for your business, you will be able to rank in the search and local maps. Oh, and best of all, it's free to use!
3. Email marketing
Of all the five digital marketing channels discussed in this article, email marketing is the only one you have total control over. SEO and social media is in the hands of the platform (Google, Facebook, Twitter, etc.), which can delete or modify your account and rankings at any time.
Even your company website is at the peril of Google as they may not list you where you'd like.
An email list is yours to keep and you have unlimited control on what you send and when you send it. Direct Marketing Association found that for every $1.00 marketers spent on email marketing, it returned an ROI of $40.00, with 92% of businesses saying email marketing does or will produce an ROI.
4. Social media
Having a Facebook or Twitter profile should no longer be an optional addition to your digital marketing strategy, but a mandatory element.
Consumers expect businesses to be active on at least 3-4 social media channels.
Social media is also one of the best places to find your target market, with well over 60% of the Australian population active on social media every week.
5. Pay per click (PPC)
Pay-per-click marketing is the final piece to your digital marketing puzzle.
Unlike SEO, which is considered a long-term strategy, PPC lets you serve content to your target market right away. The best thing about PPC marketing is you're only charged when an advert is clicked on, making it the ideal paid marketing medium for businesses with small (or large) budgets.
Research any successful business online and you will see that they use all five digital marketing channels I listed above. As a business owner, you should never rely on a single marketing channel as it makes your business very vulnerable.