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Marketing environment for our products and services has also changed, as we live in a new digital age and in a developing and changing world. Today, brands carry out their marketing strategies through digital media. Compared to the former methods, digitalization allows us to go forward where we are presented with a great number of options.
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The mind-boggling effects of digital transformation have opened doors for businesses through which they can conduct their operations and get desired outcomes. Marketing for instance can be done online using digital platforms with different digital marketing tools. Several marketing channels are out there for small businesses especially. According to Peter Drucker, who is considered to be one of the founders of modern management, “There are only two things in a business that make money: innovation and marketing.
Everything else is cost. ”Bearing this in mind, let’s try to explore what kind of digital marketing strategy is right for your business. There are basically 10 marketing distribution channels which are listed below. However, in this article we will explore some of them in detail and those are SEO, Content Marketing, Email Marketing, Social Media Marketing, WOMM, and Influencer Marketing. and understand the benefits of them for your business.
Depending on your needs and goals, your marketing campaign can be built on one or more of these marketing platforms and a variety of digital marketing tools. Some of these marketing channels are explained below to get a better idea about how to use them effectively.
The term search engine optimisation refers to the activities and process of making your business or your website rank in the search engine results pages for a particular keyword. Search Engine Results Pages are abbreviated as SERPs. People searching for the keyword or something similar can see your website easily which is now accessible by them. Since you’re not paying for ad placement, you get to obtain “real” or “organic” website traffic with SEO. Remember SEO technology is changing constantly and SEO professionals should employ tactics which can adapt quickly.
Rather than flooding the target audience or the existing customers with “buy” messages, focusing on developing and distributing valuable content -blog posts, videos, infographics, ebooks, case studies, interviews, white papers, vlogs- is what we call content marketing. It requires marketing planning in a way that the goal is to drive leads or customers to perform an action which can be profitable for your organisation. Therefore team members in your organisation, whether it’s a small business or not, need to be fit for the job. Those who are involved in marketing efforts need to be able to create original content with the right message for the right audience.
According to respectable research firms, the number of email users will reach 4.3 billion in the world. And this is exactly why email marketing is a powerful way to engage with people who have shown interest in your product, brand, or service. In order to develop relationships with existing or prospective customers, emails are used in Email Campaigns. If done properly, email marketing is effective on brand building and is a great digital marketing tool to preserve the bond between the brand and the customer.
This marketing channel leverages the use of social networks/social platforms such as Facebook, LinkedIn, Instagram, YouTube and Twitter (and others) to build your brand, grow your following, make relationships, and generate sales. With so many people having social media accounts, social media marketing is one of the most effective digital channels you can work on.
When a product or a service is recommended by a friend or a family member through word of mouth, we are more likely to make the purchase. Word of mouth marketing (WOMM) is about customers expressing their satisfaction with a product, service, or a brand. It’s a result of real exchange of experiences. Social media amplifies the positive word of mouth from satisfied customers and this can affect the intention to buy by other potential customers.
If your marketing strategy includes the use of influencers who are people with a dedicated social media following, this means you’re using influencer marketing. Influencers mention or endorse your product or service to their followers. They usually have a large number of followers on social media accounts such as Instagram, Facebook, Twitter, LinkedIn and YouTube. With influencer marketing, companies can keep their target audience quite wide. Influencers try to explain the product or service they use in detail by shooting a short video. What should be considered here is the number of followers of the promoter, as well as the trust of the followers to the particular influencer. Sponsored content, product reviews, giveaways and competitions, and platform takeovers must be included in a successful influencer campaign.
Today massive amounts of information and data circulate the internet where some of this information is inaccurate. The phrase "information garbage" has been around for some time now to describe the situation and as grim as it sounds, we sometimes find ourselves swimming in it. In order to minimise the effects of it, software companies came up with the concept of "Big Data".
Big Data Analytics is the process of making meaningful and processable data such as what we share on our social media accounts, the different sources we recorded, our photo archives, and basically all transactions performed through the internet. It includes research, communication, purchasing and shared posts.
Managing big data makes it easier for companies to direct their brands to the right resources. Businesses are bound to adapt new marketing tools and use new marketing channels to stay in business for the world today is about digital transformation.
These tools are used by social media marketers directly or indirectly on social media such as Hootsuite, Buffer and Sprout Social. With these tools, you can manage your social media accounts from a single source, access your statistics, implement and share applications such as timing and analysis of all your tools.
By personalising your emails, you can keep your existing customers and add new customers and new members. By making use of professional templates prepared in applications such as MailChimp and Constant Contact, you can improve the quality of your company, watch your statistical data and deliver your message to the right people at the right time.
With tools such as Basecamp and Trello, you can keep your accounts under control, create brand-new projects, add new colleagues and follow them through this application, using your mobile devices and your hard-wired computers. You can access these applications for free or expand use with various packages.
With the help of these tools, you can see how much profit you make through which channels, distinguish which channels you use more efficiently, follow your customer information and become a customer-oriented company. Platforms such as HubSpot CRM and Salesforce can help you on these matters.
It is also possible to name this category as SEO tools. Being successful at this point will depend on producing more content. In order to create and plan content, you need to consider points such as keyword research, content development, and competitive analysis. You can perform this service through platforms such as Google AdWords, Google Trends.
Become better equipped for your target audience, express your creativity in marketing and open new horizons for yourself and your customers, by visiting the Speaker Agency web page to stay up-to-date. You can watch the talk videos on the pages of Speakers such as Omar Johnson, Steven Van Belleghem and Timothy Armoo listen to their podcasts, or invite them to your institution and help your team enhance their knowledge and vision levels.
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