As a business, you’re spoiled for choice when it comes to digital marketing. There are so many channels out there that it’s hard to know where you should go. It’s easy to assume you should just be on all of them, but in fact, you will do yourself a disservice if you try. It’s a better idea to find the right digital marketing channels for your business and work from there. Here’s how you can do that.
Set Your Goals
Before you can even start choosing digital marketing channels, you’ll need to decide what your goals are for your business when it comes to marketing. What is it you’re hoping to do when you get started on these channels?
Every business is different, but some common goals include building trust and authority with readers online, building brand recognition, or driving traffic to your website. Once you know what you’re looking to achieve, you can then start looking into the right media channels to achieve those goals.
Look at Your Target Audience
You of course will already have done some work to identify where your target audience is, and how you can reach them. Part of that work will be looking at where they are online, and what media channels they prefer.
“There are several questions that you need to ask when you’re looking at where your audience goes online,” says James Dale, a technical blogger with Academic Brits and PhD Kingdom. “For example, where do they spend time online, how do they consume content, and who are they following?” This will give you a lot of insight, and show you the channels that you should be considering.
Watch Your Competitors
You’ll have competition out there online, and it pays to watch what they’re doing. Where are they talking with their target audience, and how are they using those channels to market to them? If they’re finding a lot of success, you’ll want to take notes.
Also, be aware of where the gaps are. Is there a channel that your competitors aren’t using, but you know your target audience is there? Then you can get in there and fill that gap, so you can grow your audience.
Set a Budget
Remember that digital marketing will be an investment, just like all other types of marketing. As you’re looking for the right digital channels, you’ll need to think about which ones will be the most cost-effective.
Having a budget in place in the first instance will help a lot with this. If you know what you’re able to spend, that will narrow down your options. If you need something that’s cheaper to use, then you’ll want to go with social media posting. Plus, if you have more to spend, then you’ll want to look into weekly blogging, SEO work, and so on.
Picking the Right Channels
Now that you’ve considered the above options, you’ll need to think about the types of marketing options that are available to you. There are lots of different channels you can use, so here are some of the most popular ones that you should consider.
Content marketing covers a wide range of activities, from blogging to eBooks, reviews, listicles, and much more besides. Creating good quality, regular content on your site can give you very high rewards in terms of what you can expect from your digital marketing.
In the age of the internet, it can seem that email marketing is quite old-fashioned, but it’s still highly effective. In fact, you can get an ROI of 4,200% when you use it. Remember, most people check their email daily, so you can take advantage of this.
Social media marketing
When you use social media channels, you’re opening up a one-on-one conversation with your audience. Not only are you going to be able to connect with them directly, but you’re able to research what they’re watching and listening to online through social media.
Once you know how to find the right digital marketing channels, you’ll be able to start taking advantage of them. Whether you’re looking to grow your audience or cultivate authority on your topic, it’s easily done through digital marketing.
George J. Newton is a business development manager, working with new businesses and startups to help them find their audience.