How to Choose the Right Digital Marketing Channels for Your Business

It is possible that not all available digital marketing channels will contribute positively to your organization. Having a successful digital marketing channel is determined by several factors, such as your marketing objectives, target audience, resources, budget, industry sector, and competition.

For many B2B businesses, certain choices are clear and may be obvious, like maintaining a responsive, interactive website, and being active on social media.

Other options can be compared to optional courses. It may be a good idea to experiment with each of the options. You want to see how they are compatible with your business structure. If they turn out to work for your business, that’s fantastic. Otherwise, your strategies can be adjusted as needed.

Picture show up word trend in business

Use the following guide to assist you in deciding which channels to remove, and which to include in your marketing plan for this year. Go through each stage to determine the channels that will drive your business forward in 2023, and the upcoming years.

Effective Digital Marketing Channels to Consider

1. Search Engine Optimization (SEO)

SEO is strongly linked with content marketing, involving keyword analysis, page enhancements, link creation, and other tasks that boost organic visibility.

When people search for products or services similar to yours, or have inquiries you can provide thorough answers to, you want to appear on the first page of search results.

Being in the top spot in organic search results increases the likelihood of receiving a click by 10x, compared to being in the tenth spot. Even moving up a higher rank in search engine result pages (SERPs) can boost your click-through rate (CTR) by over 30% on average.

Some of the leading factors influencing ranking are:

  • Domain credibility
  • Mobile-friendliness
  • On-page SEO
  • High-quality content
  • Backlinks
  • Citing domains
  • Organic CTR

To ensure your website is discovered on Google and other search engines, you need to put in the effort, otherwise, your content will be overtaken by other sites that have fully catered to Google’s algorithm.

SEO is ideal for:

  • Establishing links
  • Driving website traffic
  • Generating leads
  • Developing authority

2. Content Marketing

Content marketing (CM) is an indispensable tool for marketing teams, aiming to solidify an authoritative online presence. An overwhelming 91% of B2B advertisers utilize content marketing. As per Demand Metric, CM is 62% more cost-effective than conventional marketing, yielding threefold leads for every dollar used.

A robust website is fundamental for thriving businesses. The organic route people take to discover your site is through excellent content.

By meeting what consumers desire – addressing their issues and hurdles – you can create your authority, boost website traffic, and create valuable leads.

Here are some of the content formats to fulfil your content schedule:

  • Blogs
  • Digital books
  • Success stories
  • Manuals
  • PDFs for download
  • Assessments
  • Conversations
  • Technical documents
  • Scholarly pieces
  • Itemized lists
  • Visual data presentations
  • Media statements
  • Central content pieces
  • Expert insights
  • Quick advice compilations
  • Comparative pieces
  • Information sheets

The benefits of content marketing are:

  • Generating potential leads
  • Ensuring ROI
  • Creating authority
  • Enhancing brand visibility
  • Insights
  • Narrative sharing
  • Increasing site visits

a Laptop and a mobile shows marketing digital channels

3. Social Media Marketing

Social media offers a unique platform for direct interactions with audiences. In many respects, it is seen as the most personal channel. It provides a space where your brand can come off as approachable and friendly. This is the platform where you can blend in humour, showcase creativity, and touch upon trending subjects.

Interacting with followers, whether it’s through direct messaging or engaging with their comments on your posts, allows you to foster real connections with both potential and existing customers.

Moreover, social media serves as a valuable tool for gathering insights about your target demographic. Platforms like Facebook, Twitter, and LinkedIn provide businesses with extensive demographic analytics. Think about deploying targeted advertising to boost your visibility, and attract more leads.

One of the outstanding features of social media is its capability to disseminate content rapidly. If your audience finds your content funny, informative, or appealing, they will likely share it with their circle of friends and family.

Here’s a list of key social platforms to consider, for getting your content out there and cultivating connections:

  • Facebook
  • Instagram
  • Threads
  • LinkedIn
  • Google+
  • Pinterest
  • Twitter
  • YouTube
  • SlideShare
  • Quora
  • Reddit
  • Tumblr
  • TikTok

For marketing, social media excels in:

  • Rapport building
  • Enhancing brand recognition
  • Facilitating direct sales
  • Precise audience engagement

4. Email Marketing

Boasting an impressive ROI of 4,200% (a return of $42 for every dollar invested), email stands as a vital digital tool for B2B businesses. Unlike certain other media channels, the majority of people check their emails daily, with some opening their inboxes up to 20 times.

Email marketing serves as an effective platform for establishing trust by building genuine connections. Not only is it cost-effective, but it also offers personalization and list segmentation capabilities. Easy tracking of performance metrics is also included. You can seamlessly monitor and refine your email marketing strategies to enhance open and conversion rates. Additionally, it’s an optimal channel for generating leads and ensuring successful sales.

Email marketing excels in:

  • Generating potential leads
  • Achieving ROI
  • Cultivating relationships
  • Boosting brand visibility
  • Facilitating direct sales

5. Pay-Per-Click (PPC) Advertising

PPC (Pay-Per-Click) advertising is a paid method of promotion, where marketers get their ads on top of search results, ahead of the free, organic listings. Unlike natural traffic, whereby individuals find you in search results, without paying Google for it, with PPC, you pay each time someone clicks on your ad.

These ads mainly appear on search engines. To get your ad shown, you bid on keywords that you believe people will use to search for products like yours. If someone clicks on your ad and visits your website, you pay a fee.

Popular PPC platforms include:

  • Google Ads
  • Bing Ads
  • Google Shopping Ads

Google Ads, the most common platform, places ads based on factors like:

  • Your bid amount
  • Ad and webpage quality
  • How competitive the keyword is
  • The user’s search terms
  • Extra info in your ad
  • Minimum ad quality standards

PPC is mainly used for:

  • Increasing brand recognition
  • Getting potential leads
  • Direct sales
  • Targeting specific groups.

6. Mobile Marketing

Using mobile devices, like smartphones and tablets, is a modern method of digital marketing. You can connect with audiences through texts, emails, websites, or apps.

When integrating mobile into your marketing strategy, it’s crucial that your website, ads, and landing pages are well-designed for mobile screens. Also, if you use SMS or have an app, they need to be optimized for mobile use. The focus should be on offering users a seamless experience.

Mobile marketing excels in:

  • Generating leads
  • Making direct sales
  • Providing immediate notifications.

7. Affiliate Marketing

This is a digital marketing strategy where you collaborate with partners, often influencers or other businesses, to promote your products or services. These partners, or affiliates, advertise your products with their audience using a unique link. When someone buys through that link, the affiliate gets a commission.

For success in affiliate marketing:

  • Choose affiliates whose audience matches your target audience.
  • Provide them with tracking links to see how many sales they bring in.
  • Set clear guidelines to ensure they represent your brand accurately.

Benefits of affiliate marketing:

  • Expanding your reach to new audiences.
  • Increasing sales without huge ad expenses.
  • Only paying commissions for actual sales.

Key Takeaways

  • Before selecting an online marketing strategy for your business, it’s crucial to know your main goals, target audience, competition, and financial allocation.
  • Each channel offers unique outcomes. Align your choices with your objectives.
  • Content marketing and SEO are fundamental tools for establishing a robust online presence.
  • Don’t overlook email marketing – its ROI tacks on a staggering 4,200%.

Unleash the Power of a Digital Marketing Channel: Content Marketing

Omnivision Design stands as a leading content marketing firm in Montreal, crafting engaging content that drives traffic, and captivates customers.

Through our Marketing Services, we design optimized strategies tailored to your target audience. Our seasoned writers create compelling, SEO-friendly content that best suits your prospective clientele.

Discover more about our Marketing offerings.