At Insight Business we believe it essential to establish a strong online presence. Whether it’s through the use of product videos, or corporate and business videos.
Popular Digital Channels for 2017
Before you make a decision on which digital channel to use for your marketing strategy in 2017, it is important that you understand them first.
This is a method to generate a high amount of traffic which could convert into sales or leads. These types of ads are frequently based on Cost-Per-Impression compared to the Cost-Per-Click.
Email marketing is a really useful tool when it comes to delivering a return on investment (ROI). It involves gathering contact information and targeting your audience with ads, requesting business, and encouraging trust and loyalty to your brand via email.
Pay-Per-Click Advertising (PPC)
PPC is driven by a budget allocated by a company to place ads. The success of a PPC campaign will depend on your choice of keywords for targeting customers, as well as the visual and contextual information included in ads.
This is the use of video in your marketing campaigns and can be used to raise brand awareness and promote products. It is a useful channel for customer testimonials and rich media content that will help to convert your users.
Online Public Relations
Increase your presence through creating relationships with major journalists to build high-quality backlinks.
Search Engine Optimisation (SEO): SEO involves conducting keyword research, on-page and off page optimisation, organic link building and other related SEO activities.
Affiliate Marketing: An agreement between an online retailer and another website to increase traffic and gain sales from its referrals to reach a wider global audience.
Conversion Rate Optimisation (CRO): A method designed to drive traffic to your website and convert them into customers.
Social Media Marketing (SMM)
This uses social networks such as Facebook, Twitter and LinkedIn as marketing tools. The following platforms will help businesses to expose their brand to a wider audience.
Facebook: This platform can be used to target a companies persona. It is useful to learn what groups and pages they frequently visit.
Twitter: A powerful tool for targeting and reaching out to industry influencers and journalists.
LinkedIn: A network for professionals, use this platform for reaching out to other business owners and other B2B leads.
Google+: It is important to promote your businesses content and create a presence within the Google+ community because this platform will also influence your SEO.
Pinterest: A visual platform that is ideal for promoting products. The majority of users on this channel is women, so if this is your target audience, then Pinterest should be part of your SMM strategy.
1. Review Your Existing Digital Channels
Conduct some market research and perform a competitor analysis to find out what your customers are up to on different channels.
2. Consider Your Companies Primary Goals
Your business might be aiming for some of the following goals this year:
Brand awareness – This creates a familiarity between your business and its customers. Some of these include; promoting yourself on social media, attending online and offline events, the use of visual channels, and also engaging with people on social channels.
Sales generation – Most businesses want to generate sales of their products and services. A few ways this goal can be achieved is on Google shopping feeds and the use of affiliate marketing networks.
Lead generation– Most businesses want to generate leads and connect with potential customers, and this is arguably one of the most important goals. Use digital channels such as PPC, SEO blogging, email marketing and other channels.
Educate potential customers with your expertise – A businesses product or service might not be known about by your target audience. Educate potential clients about the benefits of a product and explain why is important. This can be achieved through content marketing, blogging and press releases.
Increase website traffic – You will need leads to convert into customers and move down your sales funnel. Content marketing and SEO are suitable digital channels for this goal.
3. Allocate a Budget to Your Digital Channels
Assign a budget for each channel so that you can execute your campaigns successfully. This will include fees for photographers, paid or display advertising and other marketing staff that you might require.
4. Identify Your Resources to Implement Your Digital Activity
Managing a marketing campaign will need a certain amount of knowledge, time and money for each digital platform. Establish and identify the skills and resources you will need to achieve top results.
A combination of online platforms will help you strategically reach your business goals and determine which digital channels you should use for 2017.
Find out how to outreach to a wider audience and engage with your existing customers with the use of business videos, call us on 020 8798 3733 or fill out an enquiry form.