Marketing channels have a huge impact on your business. They're the tools you use to reach your potential customers. If you're using an outdated or ineffective marketing channel, you'll waste time and money without seeing results. And even if your marketing channel is working well, it should still be evolving with new technology and trends. That's important because new marketing channels give you access to more people, and they can generate more leads—and hopefully more conversions—than old ones.
Content marketing is the process of creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and ultimately, to drive profitable customer action. The goal of content marketing is to educate prospective clients in hopes that they will eventually buy your product or service. To accomplish this, you must create more than just a white paper or an eBook. Content marketing requires a strategy that focuses on meeting the needs of your audience by providing them with valuable information that will help them reach their goals. Your content should not only be relevant but should also be trusted by your audience. If you want to attract new customers through search engines, then you must publish high-quality content on your website.
Social media marketing
Social media has become one of the most powerful marketing tools in recent years. However, a lot of brands still struggle to use it effectively. Many brands only use social media to post a link back to their website, or some other piece of content.
This is fine if you know what you’re doing and have a large following, but for many companies, this approach just isn’t effective.
There are ways to make your social posts more attractive and engaging for your audience though. Here are some tips:
- Include images, videos, infographics, and gifs where possible
- Showcase your products/services with product imagery
- Tell stories about your brand & values
- Use hashtags where appropriate (but not every time)
- Include user-generated content in your posts
- Ask questions and hold polls for feedback
- Use influencers to increase reach and engagement levels
- Automate & schedule posts using scheduling tools
Influencer marketing is a fantastic way to reach your target audience. It's a strategy that involves collaborating with social media influencers to promote your brand.
These influencers have loyal followings of people who trust their opinions, so when the influencer endorses your product or service (typically by including it in one of their posts), those followers are more likely to be interested in what you have to offer.
A good fit for both the brand and the influencer is out there somewhere; you just have to put in some research and testing. Influencer marketing can be very effective, but it's important not to underestimate the amount of time it'll take you to find an ideal match for your business. If you're looking for someone who understands how to reach a niche market like yours and has a large following of engaged fans, you might have trouble finding them—so keep an open mind and know when to search beyond where most people look. It's also worth taking into account that influencers' audiences are generally pretty specific (e.g., their followers might tend toward one gender or live in one geographical region). Once you've found an influencer who would be right for your campaign, try pitching him or her on partnering with you—but remember: it doesn't always work out!
Podcasting is an up-and-coming advertising channel. This isn't an exaggeration—not only are people listening but they're engaged.
Research shows that three-fourths of podcast listeners have taken action as a result of hearing a brand mentioned on a podcast—and that's up from two-thirds just one year ago.
What does this mean for you? It means that as more people listen to podcasts, there's more opportunity to build your audience and reach new audiences. And, because podcasting is growing in popularity with younger generations, it can be a great way to connect with the next generation of leaders, thinkers, and customers in general.
Additionally, diversity in podcasting is increasing! With more podcasts hosted by women than ever before and many podcasts featuring multicultural hosts or content about multicultural issues, you'll be able to reach even more diverse audiences through advertising on podcasts.
Out-of-home advertising (OOH)
OOH, or out-of-home advertising is any type of marketing that reaches the consumer while they're outside their home. OOH, advertising has many subsets and formats, including billboards, street furniture (benches, bus stops), transit (bus shelters and train stations), alternative (airports and movie theaters), and place-based (gyms and restaurants).
Digital signage is a dynamic type of OOH media that can be used in all these environments. Digital signage is essentially a digital billboard; instead of paper ads posted on a sign surface every few weeks/months, digital signs display content via computers or video screens. This means that digital signage can play video ads or rotate through several advertisements throughout the day—much like an online ad rotation system.
Search Engine Marketing (SEM)
Search Engine Marketing (SEM) is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages. SEM can be done via both paid search and organic search.
- Paid Search: The advertiser can select keywords they believe are relevant to their target market, then bid on these keywords so that ads for the advertiser's products appear at the top of Google's search results page. Every time someone clicks on one of these ads, the advertiser is charged a predetermined amount for that click—whether or not a customer ends up making a purchase.* Organic Search: A website appears in the top positions of Google's search results page without having to pay for per-click advertising. A website ends up ranking organically if it's deemed by Google as having high-quality content and links from authoritative websites.*
Misconception About SEM: It should be noted that many people mistakenly refer to SEM as "Search Engine Optimization" (SEO). While SEM includes SEO practices, it also includes other types of online advertising strategies such as paid ads on social media platforms like Facebook and Instagram.
Native advertising is a type of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. Native ads are often found in social media feeds, as recommended content, in-feed unit or as paid ads. Their format and design allow them to be less intrusive than banner ads. They are supposed to fit seamlessly within the content around them in order to encourage more engagement from consumers.
Native advertising is one of the most effective forms of digital marketing because it is non-disruptive and its message can be customized to reach specific audiences. Native advertising provides brands with a platform that allows their messages to be heard by consumers looking for relevant content related to their interests, needs, or pain points. This can help increase brand awareness by efficiently reaching out to people who might want your products or services.
Email marketing is one of the most cost-effective marketing tools for small businesses. It's also extremely effective in building relationships with prospects and customers. In this article, you'll learn how to use email marketing to generate more sales.
Before we get started, there are a few things you'll need to have in place in order to use email marketing:
- An opt-in email list of at least 500 subscribers
- A way to collect email addresses (you can do this on your website or by hand)
- An autoresponder service that allows you to send automated emails
Mobile marketing and SMS advertising
With the average person checking their phone every six and a half minutes, mobile marketing is an effective way to reach consumers directly. You can use SMS advertising or location-based targeting to make the most of your ad spend.
But don't stop there: mobile marketing is a great way to build brand loyalty and encourage repeat purchases from loyal customers. It's also great for standing out in a crowded marketplace; an SMS promotion can catch someone's eye much more easily than its traditional counterpart.
Digital Out-of-Home (DOOH) advertising
If you’re looking for advertising methods with high impact and engagement, DOOH is the channel for you. Here are some of its key benefits:
- It can be highly targeted to specific audiences. For example, if your target customer is a millennial parent in a large city, you would choose an airport, subway station, or shopping mall as your location.
- It can boost traffic to your website or social media. If someone sees an ad on a digital billboard that captures their attention, they’ll go online and check out your brand right then and there.
- It can be used for location-based advertising. If you have a business that relies on foot traffic in a specific area, placing an advertisement on billboards where people physically pass by will help boost awareness of the brand and drive them to make the trip to see you.
DOOH allows brands to get creative with their marketing efforts; including video ads, apps, games, and other interactive content can improve consumer experience significantly compared to traditional static billboards! This channel also offers great opportunities for targeting people during their daily commutes – making it ideal when trying to catch someone's eye at a time when they're not likely distracted by other things going on around them (like being stuck in traffic).
Multiple channels work best when it comes to advertising.
Multiple channels can be used to reach your target audience or a wider audience. You can reach people in different age groups and people with different interests. And, you can also use multiple channels to keep your company top of mind.
I recommend combining offline with online advertising as well. It's good to get the word out in different ways and in different places. This will help you to spread the word about your business and let more people know what you have to offer.