Choosing the right marketing channels for your business will maximize your return on investment (ROI). It is important to utilize these channels to the best of your ability. Whether you have a small monthly budget or large you want to advertise as efficiently as possible. Maximizing the ROI is always the goal of any marketing campaign.
Digital marketing channels are popular because they increase customer engagement and can be tracked and measured for efficiency.
Choosing the right marketing channels can be difficult, but we are here to help you. However, this is not an entire list of all the channels these are the 6 best channels that you should be prioritizing in 2020.
What are Marketing Channels?
Marketing channels are tools, platforms, and strategies that businesses use to communicate to their target audience to sell a product or service. There is a wide variety of these channels that can be utilized in 2020 such as pay-per-click (PPC), social media, email, word of mouth content, and search engine optimization (SEO).
Why Focus on Digital Marketing Channels?
Focussing on digital marketing in 2020 is important because you are able to get the most for your money. Even if you have a limited budget you are able to create a successful digital marketing campaign. Even if your blog, social media post, or email only reaches 100 people it is still engagement that can be utilized to get more views.
Pay-Per-Click Marketing (PPC)
Pay-per-click marketing is one of the best platforms to utilize in 2020. PPC is a form of online advertising that uses search engine results to increase and generate traffic online. The two most popular forms of PPC are Google advertisements and Facebook/Instagram. PPC marketing has one of the best ROI of all of the marketing channels.
Check out this example of PPC advertising. As you may notice it does say advertisement, but it is listed at the top of the search results. Even though this is paid it drives attention and traffic to attention to a business effectively.
Since 2020 has been full of ups and downs social media has remained constant in digital marketing. Social media engages and makes customers aware of your brand. You are able to target your audience on social media which is huge in 2020. Social media pages can help create a persona for the brand and connects better with the audience.
While marketing on social media it is important to prioritize relationships, not just sales. Social media marketing is about long-term engagement and brand loyalty.
When marketing on social media it is best to integrate your marketing with other strategies such as word of mouth and influencer marketing. Be sure that you know your audience and are adapting to their needs. Be consistent with the amount of posting you do. Building a strong social media following takes a lot of work and posting high-quality content on a consistent basis keeps your followers engaged.
Social media marketing is unique because there are influencers a brand can partner with to promote a product or service. This is an effective way to target your market. Commonly these sponsors will do product reviews, giveaways, or become long-term ambassadors. If you do decide to use an influencer start with a micro-influencer who has around 2,500-10,000 followers. This way the followers feel that they can connect better to them and are far more effective than well-known celebrities.
Content Marketing and Search Engine Optimization (SEO)
Content marketing is creating, publishing, and distributing content to engage and attract your target audience. Content marketing can be as simple as writing a how-to blog or creating a short video about your product. Utilizing content marketing in 2020 will ensure that your marketing channels are successful.
When creating content make it interesting, engaging, and education for the consumer. For example, Dyson has a variety of videos on their Youtube channel that show how to wash, replace, and use their product. With 176 thousand subscribers, they have created interesting content that the viewers enjoy watching.
SEO is an effective marketing strategy but takes time. SEO is the process of increasing your website/brand at the top of Google and other search engine search results. This way it reaches the maximum amount of people.
The number one priority of SEO is keywords. Keywords are what will drive traffic to your website. As well as staying up-to-date on content. Google will prioritize your business based on relevant information.
Email marketing is one of the more traditional forms of internet marketing. Even though it is not as unique and versatile as the others it still offers a large ROI, which is very important for businesses to utilize and maintain. Email marketing is great for businesses with a low marketing budget.
A few types of email marketing campaigns that will grow your business include:
- Sending follow-up emails to those who have items left in their cart
- Promoting a new product
- Offering a discount
- Thanking customers for the purchase or becoming a new customer
- Making customers aware of a sale
These tips will increase traffic to your website and let customers know you are thinking and care about them.
Word of Mouth Marketing
Word of mouth is one of the most effective channels. Customers are far more likely to trust a review from a friend, even if that person is just a mutual friend on social media. When a salesperson is promoting a product you are far less likely to trust them than if were a friend telling you how much they love the product.
Reviews from customers directly are also very effective. One strategy to do this is to email your customers directly kindly asking for an honest review. If you do not have a personal relationship with them offer an incentive for a review such as 10% off their next order. This will not only make them want to review your product but will make them a returning customer.
This is not a complete list of all marketing channels available, but these are the 6 you should be prioritizing in 2020 to create the most effective marketing plan. See what strategy works best for your business and your investment will be sure to pay off.