There are various digital marketing activities you can opt for more business. But not all online marketing activities might profit your business. Hence it’s essential to know how to choose digital marketing channels that will work best for your business. Let’s understand it in steps.
Know the different types of digital marketing channels
Do you have a general idea about the different types of digital marketing available out there? If not, it’s high time you start discovering it.
As a marketing newbie, you should know the different aspects of digital marketing and its objectives. Here, you can read about the most common types of digital marketing in detail.
Let’s say you handle digital marketing for a fashion apparel company store that has recently started its business. As a newcomer in the apparel industry, it wants to increase its brand presence for specific target audiences. The best channel to achieve this objective would be social media as it has billions of monthly active users.
Having a clear understanding of the benefits of each channel will help you decide the right channel.
Define Who Your Audience is
Before you start your digital marketing campaigns, you must define your target audience and learn how to create a buyer persona.
This task will help you unveil crucial information pertaining to your target demographic, such as:
- Where they spend time online — social media networks, particular websites, or blogs
- Their interests and hobbies
- The kind of content they engage with
- What activities they engage in online
Let’s take the previous example of an apparel company that makes trending fashion apparel for youths. Since you decided to use social media to increase its brand presence, you should definitely choose a platform that is popular in youths. In that case, Instagram or Snapchat may be the realistic choice.
You can also create your buyer persona by identifying your competitors and digging up their strategy and audiences. Once you create your buyer persona, it will be easier for you to choose the right channel for your business.
Know Your Objectives and Goals
Let’s take another example to understand it. Suppose you are a tech blogger. Think about the goals you want to achieve by digital marketing. Your goal is to bring maximum readers to your blogs. Right?
Since digital marketing has diverse activities, it’s easier to determine what you want to achieve if you have your goals and objectives in front of you. In your blogging case, you want your blogs to appear on the first page of the search engine when a reader searches information related to tech. So what’s the right channel for you? You got it right future readers! It’s search engine optimization.
As a digital marketer, you should ask yourself, “What do you want to achieve through a particular digital marketing activity?” Knowing the answer to this question will help you choose the right digital marketing activity and an appropriate plan of action.
Let’s look at some goals and channels related to them
Goal: Building a reputable brand image (our earlier case of fashion apparel company)
Channels: Social media marketing, Online ads such as PPC (Pay Per Click), and SEO (Search Engine Optimization)
Goal: Expert positioning within a niche (take Neil Patel as an example)
Channels to engage the target audience are: Blogging, Content marketing (Publishing free eBooks, whitepaper, etc.), Social media marketing
Goal: Lead generation ( it is used to collect data of potential customers, mostly in the service sector and real estate)
Channels: Online ads (Pay per click and social media), Social media marketing, Content-based lead funnel, and SEO
Keeping your end goals in mind will help you choose which digital marketing you need to get started with.
The ultimate objective of digital marketing for a business is to make a profit. There is no point in investing your efforts and money in the channels that are not fit for your business goals. It would be best if you always chose the digital marketing channels that are worth putting effort into.