There are seven key digital marketing channels that can be used to drive your business forward, including PPC, SEO, content marketing, email marketing, social media marketing, video marketing, and affiliate marketing. Let’s take a look at each.
We typically recommend starting your digital marketing campaign with PPC advertising in Google, Facebook and Instagram. Starting with PPC is effective because it generates immediate Website visitors and sales.
Google leads typically convert well into sales because people are actively searching in Google. Facebook and Instagram usually generate a higher volume of leads at a lower cost per lead, but may not convert at the same rate into sales. It is for this reason that we recommend testing all three channels to see what channel is producing the most efficient cost per sale.
SEO is more of a mid-term campaign as it does not produce immediate traffic and leads. Take the time to properly optimize your Website for different keywords and add pages to your Website and blog over time. This will allow you to rank for a longer list of keywords over time and increase your Website traffic.
Eventually, you can get to the point where multiple pages are ranking for different keywords and you are getting strong organic traffic on a monthly basis. Although SEO is labor intensive, it’s worth the time and effort.
When publishing content, push it out through multiple channels to position yourself as a true thought leader. Content marketing channels include your blog, YouTube, SlideShare, social media, and more. Develop your content in different mediums, such as videos, guides, blogs, infographics, etc.
To ensure that your content is aligned to your SEO and branding, develop a content marketing plan, so all of your content serves a specific purpose with a consistent message. Download our Complete Content Marketing Ebook to learn the full 23-step content marketing formula.
Email marketing can be a very effective medium to promote new products, promotions, and to nurture your leads. It is for this reason that you want to maximize the amount of leads that you generate and to build the largest possible email database.
Social Media Marketing
With various social media marketing platforms to choose from, it’s important to focus on the ones that generate the most traffic and engagement. Key social media channels to focus on include Facebook, Instagram, TikTok, Twitter, and LinkedIn. The different social networks appeal to different audiences, so it’s important to select the right channels for your target audience. Following trends will help significantly with how well your content performs in social media.
Video marketing continues to grow in popularity. The fastest growing form of video is short videos. Important channels to publish your videos include YouTube, Instagram, and TikTok.
Affiliate marketing can be a very powerful, low risk channel. You pay affiliates 50% of revenue to promote your product to their list and provide them with emails that they can send out to their database.
For the fastest growth, we recommend using as many channels as possible. Take the time to test different channels and let the data tell you where to invest more of your marketing dollars based on your cost per sale.