In marketing, there are many different avenues or channels you can use to reach your target audience. From paid advertising to SEO, there are plenty of options to choose from. Whether you’re new to digital marketing or are just looking for a new strategy, this blog post will help you understand the best digital marketing channels.
In this comprehensive guide, we’ll share nine digital marketing channels, how they can best be used, and how to decide which channels will work most effectively for your business. Read on to find out how to choose the right digital marketing channels.
What Are Digital Marketing Channels?
Digital marketing channels, including social media platforms like Facebook, Instagram, and X, SEO for website visibility, email marketing for direct communication, content marketing through blogs, videos, and podcasts, PPC advertising, affiliate marketing, and influencer partnerships, offer businesses diverse avenues to engage with their audience, build brand awareness, and drive conversions online. Let’s dive into the digital channels you should consider taking advantage of for your business. We’ll share how to get started with each of these digital marketing strategies.
1. Search Engine Optimization (SEO)
Search Engine Optimization, SEO for short, is the process of optimizing your website to drive organic (unpaid) traffic. The goal of SEO is to rank high on search engine results pages (SERPs) so more users and potential customers can find your business through organic search.
SEO is a highly effective digital marketing channel that can be used to increase site traffic and conversions without paying for Google ads.
Getting Started with SEO
To get started using this digital marketing strategy, you’ll first need to do some keyword research. A keyword is what internet users type into the search bar of Google or similar search engines.
Keyword research. This is a vital part of SEO because it informs you of what keywords to target on your website and how difficult those keywords will be to rank for. Using a keyword research tool like Semrush, Ahrefs, or Moz allows you to get insight into the monthly search volume, keyword difficulty, and top-ranking results. Analyze these data points to decide which target keywords will be the most relevant to your brand. Then, devise a strategy to use these keywords on specific pages of your website to drive traffic.
On-page SEO. On-page optimization refers to any aspect of your website you alter to improve your SEO. For instance, optimizing the images on a page by compressing them and naming them with proper alt text will help improve a page’s load speed and provide a more seamless user experience.
Other aspects of on-page SEO include:
- Title tags: Title tags are the hyperlinked, clickable headlines you see on Google results pages. They are meant to draw the attention of users and get them to click on your page.
- Meta descriptions: Meta descriptions are the short snippets of text below the title tags that provide a bit more information about what the page is about. They are useful for both users and search engines to better understand the context of a page.
- Headers: Headers (H1s, H2s, H3s, etc.) are used to separate and organize text on a page for better readability.
- URL slugs: URL slugs are the tails that follow a website’s domain. For instance, in the case of https://markitors.com/search-engine-optimization-services/, /search-engine-optimization-services/ is the descriptive slug.
Off-page SEO. This includes external factors such as backlinks, local SEO, and online reviews. This process is to build authority and trustworthiness for your website.
Aspects of off-page optimization include:
- Backlinks. Backlinks are when another website links back to a page on your site. It gives your website a vote of confidence in the eyes of search engines. The more high-quality backlinks you have, the more authority you have in your niche.
- Local SEO. Local SEO consists of updating your Google Business Profile, adding your business to local directories, and publishing reviews. These efforts help your business get found in local searches such as “____ near me”.
- Online Reviews. Getting your business reviews on sites like Trustpilot and Clutch helps Google and users trust your business.
- Reputation Management. Reputation management, or responding to negative reviews to neutralize the situation, is another part of off-page SEO. Be sure to check reviews of your business frequently to interact with customers and provide the best service possible.
2. Content Marketing
Content marketing includes creating and sharing valuable and engaging content online to attract website visitors. This commonly includes blog posts, e-books, podcasts, whitepapers, case studies, and more.
Content marketing is designed to inform and educate readers on a specific topic and inspire them to take a desired action, such as booking an intro call.
Content marketing uses target keywords and competitor analysis to ensure that a piece of content reaches the right audience and provides optimal value.
Getting Started with Content Marketing
To start your content marketing efforts, you will first need to identify your target audience. This can mean creating buyer personas (fictitious profiles of ideal customers) for users who might be interested in your product or service. It can also mean evaluating their wants, needs, and pain points to better understand how you can target them through content.
Next, you will need to choose what types of content you will create and share with your audience. Content marketing formats include:
- Blog posts
- Case studies
- Whitepapers
- Infographics
- e-Books
- Podcasts
- Webinars
You will want to analyze your competitors to see what types of content they are producing to inform your strategy. Also, consider your buyer personas and what content formats will best resonate with them.
Next, you will need to conduct some keyword research and topic brainstorming. Brainstorm content ideas your target audience might be interested in learning more about. You can do this by forming topic clusters around central pillar pages. Use keyword research tools to determine what exactly users are searching for online and form pieces of content around those topics.
Lastly, you will write or create high-quality content and optimize it using SEO best practices. Write content that is concise and consistent with your brand’s voice and tone, and provides valuable information to readers. Use proper formatting for user experience, ensure content is original, and include internal links. Relevant content is one of the most effective marketing channels because it is low-cost and often comes with a higher reward than other digital marketing channels.
3. Paid Advertising
Paid advertising is when a business pays for display ads to be placed at the top of Google search results pages. This form of digital marketing ensures that your website secures one of the top spots on the SERP for select keywords.
There are two common forms of online advertising: pay-per-click (PPC) and cost-per-impression (CPM). This form of advertising is effective for some businesses because it directly targets an audience and provides faster results.
Getting Started with Paid Advertising
Choosing the ad platform you want to use is the first step for getting started with paid advertising. The most popular and widely used platform is Google Ads. This allows you to get ads placed in Google search results and on websites that are part of Google’s Display Network.
Google Ads can also be used for video ads on YouTube and shopping ads on Google Shopping. You can also consider Facebook, X, Instagram, and LinkedIn as potential ad platforms for your business.
You will need to do some competitor research to see what keywords your competitors are bidding on and how they structure their ad copy. This will help you decide what keywords to bid on and how to write effective ad copy in your industry.
Finally, you will create your ads using graphic design software like Canva, Adobe Illustrator, or Photoshop, and then write compelling copy to accompany your ads.
4. Social Media Marketing
Social media marketing can attract users to your business’s website and promote your brand, products, and services. This form of marketing harnesses the power of social media to drive organic traffic and brand awareness for your business.
Using platforms like Facebook, Instagram, X, LinkedIn, and Pinterest to promote your business’s offerings organically is a great way to connect with your target audience. Consider sharing your blog content on each social media platform to expand your reach and gain more traction.
Getting Started with Social Media Marketing
To start with organic social media marketing, set SMART goals (specific, measurable, achievable, relevant, and time-bound). These goals will help guide your social media strategy. Again, you must understand your target audience and what they are looking for on social media.
First, decide which platforms are most relevant to your target audiences. Do competitor research to evaluate what platforms they have a presence on to inform your social media strategy.
Next, you should prepare posts that are visually appealing and designed for your target audience. You can create a variety of post types at the beginning to see which types resonate with your target audience.
You may want to use a content calendar to help organize your posts and create a posting schedule for consistency’s sake. Make your content engaging and relevant to your target market, and ensure it represents your brand effectively.
5. Digital PR
Digital PR helps your business gain visibility and authority online. The simple definition is to increase brand mentions online. This can be accomplished by strategically securing online placements through media relationships.
Similar to traditional PR, digital PR relies on relationship-building to create a network of opportunities for backlinks. With digital PR, businesses can increase their backlink profile, improve domain visibility and authority, and expand their reach.
Getting Started with Digital PR
To begin digital PR efforts, you will need to scope what opportunities are available for your business. Search for industry leaders on Google, LinkedIn, X, etc. to see if you feel comfortable contacting them. Digital PR often has small windows of opportunity, so businesses must stay on top of their efforts.
Once you’ve found a handful of potential digital PR opportunities, we suggest sending emails either proposing a guest post on their website or sharing a statistic/information they may want to link to in a future blog.
Ensure you understand what makes a quality link as spammy links can hurt your site’s SEO.
6. Email Marketing
Email marketing is a popular digital marketing channel for getting the attention of potential customers. It’s an effective digital marketing channel because it directly targets people who have shown interest in your brand by signing up for emails.
It is an affordable way to connect personally with your customer base and encourage them to make a purchase.
Email marketing builds trust and loyalty, drives traffic and leads, nurtures existing customer relationships, boosts brand awareness, helps promote new products, and supports an increase in sales.
Getting Started with Email Marketing
To start an email marketing campaign, you will need to devise a strategy to follow. Define the goals of the campaign and research your audience to better understand the demographic you’re targeting.
Your campaign goal may be to build awareness about your new product launch, encourage repeat business, or increase sales this quarter. Whatever it may be, let it be the guiding light that informs your strategy.
There are plenty of different email marketing tools available such as MailChimp, ConvertKit, and Constant Contact. These tools make it easy to create, schedule, and track email campaigns. Be sure to regularly run reports to see how your campaigns are performing. These tools should measure metrics like open rates to help guide your iterations.
7. Influencer Marketing
Influencer marketing involves reaching out to popular users on social media with large followings to have them promote your product or service. These partnerships can be a great way to expand your reach, build awareness of your brand, and get in front of relevant audiences.
Influencer marketing can be an affordable way to get your brand out there. Pay influencers based on performance and results or just provide free products in exchange for their promotion. You may be able to get backlinks if the influencer has a website they can share about your brand on. This will improve your SEO and boost domain authority for your business.
Getting Started with Influencer Marketing
To get started with influencer marketing, you first need to understand your target audience. Who are they following? What types of content do they consume regularly?
Additionally, you will need to set goals for your influencer marketing campaigns. Maybe your goal is to see an increase in sales of a certain product. Or it could be to gain more website traffic.
Next, you’ll need to scope what relevant influencers are out there on social media platforms. Look for influencers who align with your brand values and have an audience that matches your target demographic. Use influencer marketing platforms like AspireIQ, Upfluence, or Traackr to find suitable influencers. Evaluate their engagement rates, follower count, and the type of content they produce.
Once you have a list of potential influencers, reach out to them with a personalized message. Explain why you think they would be a great fit for your brand and what you hope to achieve with the collaboration. Be clear about your expectations and what you can offer in return, whether it’s payment, free products, or other incentives.
Discuss and agree on the terms of the partnership, including content deliverables, deadlines, and compensation. Draft a contract to ensure both parties understand their responsibilities and rights. This can help avoid misunderstandings and ensure smooth collaboration.
Work with the influencer to create a content strategy that aligns with your campaign goals. Allow the influencer to have creative freedom while ensuring the content stays true to your brand. Decide on the type of content to be produced, such as posts, stories, videos, or blog articles.
Track the performance of your influencer marketing campaign using analytics tools. Monitor key metrics such as engagement rates, follower growth, website traffic, and sales conversions. Assess whether the campaign is meeting your goals and if adjustments are needed.
Engage with the content produced by the influencer. Like, comment, and share their posts to show your support. Encourage your audience to interact with the content as well. This not only boosts the visibility of the posts but also fosters a positive relationship with the influencer.
By following these steps, you can effectively leverage influencer marketing to enhance your brand’s reach, build trust with your audience, and achieve your marketing goals.
8. Affiliate Marketing
Affiliate marketing is a performance-based marketing strategy where businesses reward affiliates (partners) for driving traffic or sales to their website. Affiliates earn a commission for every sale or lead they generate through their marketing efforts.
Affiliate marketing leverages the influence and reach of affiliates to expand a brand’s audience and increase conversions. It’s a win-win situation: affiliates earn money for promoting products or services, while businesses gain more exposure and sales.
Getting Started with Affiliate Marketing
To begin with affiliate marketing, first, select an affiliate program that aligns with your business goals and industry. Popular affiliate programs include Amazon Associates, ShareASale, and CJ Affiliate.
Reach out to potential affiliates who have a following or audience relevant to your products or services. This could include bloggers, influencers, or other businesses.
Supply your affiliates with the necessary marketing materials such as banners, product links, and promotional content. Make it easy for them to promote your products effectively.
Be sure to use tracking software to monitor the performance of your affiliates. This will help you understand which affiliates are driving the most traffic and sales, and how much commission they are earning.
Continuously analyze the performance data and optimize your affiliate program. Identify top-performing affiliates and work closely with them to scale their efforts. Consider offering higher commissions or bonuses to incentivize high performers.
9. Video Marketing
Video marketing involves creating and sharing videos to promote your brand, products, or services. Videos can be shared on platforms like YouTube, social media, or your own website. This form of marketing is highly engaging and can effectively capture the attention of your audience.
Video marketing can include various types of content such as product demos, customer testimonials, explainer videos, and live streams. It’s an excellent way to showcase your brand’s personality and build a connection with your audience.
Getting Started with Video Marketing
To launch a successful video marketing strategy determine what you want to achieve with your video marketing efforts. This could be to increase brand awareness, drive traffic to your website, or boost sales of a specific product.
Understand who your target audience is and what type of video content they prefer. Conduct market research to gather insights into their preferences and viewing habits.
Next, plan and produce high-quality videos that resonate with your audience. Focus on creating content that is informative, entertaining, and visually appealing. Ensure your videos align with your brand’s voice and message.
Just like with written content, optimizing your videos for search engines is crucial. Use relevant keywords in your video titles, descriptions, and tags. Additionally, create compelling thumbnails and add subtitles to make your videos more accessible.
Ensure to share your videos across multiple channels to maximize their reach. Promote them on social media, embed them in blog posts, and include them in email marketing campaigns. Engage with your audience by responding to comments and encouraging shares.
Don’t forget to monitor the performance of your video marketing campaigns using analytics tools. Track metrics such as views, engagement, and conversion rates. Use this data to refine your strategy and improve future videos.
By utilizing these nine effective digital marketing channels, you can effectively reach your target audience, build brand awareness, and drive conversions. Each channel offers unique advantages and can be tailored to fit your business goals and audience preferences.
Experiment with different strategies, analyze your results, and continuously optimize your efforts to achieve the best possible outcomes for your marketing budget.
Manage Your Online Marketing Channels with Markitors
Markitors is a digital marketing agency for modern businesses specializing in SEO, content marketing, and digital PR. Markitors can help you choose the most effective digital marketing campaigns for your business and boost your online presence.
We help your brand stand out in the digital world and attract ideal customers through various digital marketing channels. Contact us today for a free consultation.
