How to choose the best digital marketing channel for your business

How to choose the best digital marketing channel for your business

1024 612 tony

How to choose the best digital marketing channel for your business

Leveraging digital marketing to further your business agenda is the best decision you could ever make. On the flipside, ignoring the billions of internet users would be an ill-advised, commercially suicidal move.

More than enough enterprises have proven that in today’s digitally driven marketing arena, a business can survive and thrive by implementing a well thought out and effective digital marketing strategy regardless of whether it foregoes traditional channels or not. Find out below how you can choose the best digital marketing channel for your business.

Consider your value proposition

Just like in real life, what you are selling will determine where you sell it. The key lies in marketing to a larger audience that is more likely to be interested in what you are offering.

Instagram, for instance, is great for fashion items, trendy products, gift items and the like. Facebook has a general audience that actuates the flexibility to market a broader range of products while LinkedIn is perfect for B2B marketing and value propositions created for professionals. AdWords offers across the board functionality, but mostly performs in lead generation. The above insights clearly show that your proposition will signinificantly influence the digital marketing platform you choose.

The more data you can access, the better

The more data a channel offers, the more you will be empowered as a marketer to tweak your approach for optimal efficacy. No marketing strategy is ironclad, and there is always room for improvement but to know precisely the area than needs improvement, real-time information on campaign performance becomes necessary.

More importantly, real-time feedback will notify you when market dynamics are changing thereby helping you to adjust in a timely manner to remain aligned with market demands. Google is the undisputed king in availing valuable marketing data.

Evaluate the targeting options offered

If your product appeals to a tiny niche, targeting will, of course, be a core decision factor. If you can access high-level targeting, you can better allocate your advertising dollars to realize a higher return on investment.

Leading platforms targeting-wise are Google, Facebook, Instagram and LinkedIn. Under targeting, you can consider age, profession, last time someone bought something, hobbies, interests, level of education, level of income, among others.

Factor in flexibility

If your business deals solely with one product without the chance of altering course, your decision on which channel to focus on will be significantly easier. This, however, is unlikely and for this reason, you should deliberate on the flexibility of a platform such that you get access to a wide audience likely to be interested in the range of products you might market at any one time.

Let your budget guide you

In business, all moves must be financially feasible, or you may soon find yourself facing bankruptcy. In this regard, the resources you can afford to allocate towards digital marketing should determine the platform you focus on. When it comes to PPC, for instance, Bing is cheaper than Google while still offering access to roughly 20% of search engine traffic. Likewise, in social media advertising, fees range from platform to platform. To correctly determine your digital marketing outlay, a little help can go a long way and this where reputable and helpful brands with a stake in the sector such as come into play.

Define the level of performance you are after

All channels are not created equal, and some offer move value than others. As a rule of thumb, the more successful the channel, the higher its marketing performance since advertising dollars underpin the majority of digital platforms.

That said, there are many hacks that you can capitalize on to reduce your marketing spend and improve overall efficiency with minimal impact on results. Automation hacks, for example, will reduce person-hours, and thereby the overall cost.

Specify your goals

With a clear set of goals, you will equip yourself with a customized blueprint that will lead you to the channel of best fit. The primary goal of engagement will lead you to social media sites, while the intention of implementing a visual-heavy campaign may call for YouTube, Instagram, Pinterest or Vimeo.

If lead generation is your chief motive, you will gravitate towards LinkedIn, SEM and SEO; and if you need to educate audiences about your product first, a mix of the above channels plus email marketing can do the job. In a nutshell, define your goals, and you will know precisely the channel/channels to use.

Do a talent Audit

Successful campaigns call for advanced talent in disciplines such as design, content creation, customer care, branding, search skills and creativity. By intimately knowing your talent pool, you will be better placed to choose a channel that works to your strengths and masks your weaknesses. However, bear in mind that if your budget allows, you can always outsource.

Some platforms are more suited to some uses more than others, but in practice, it is rare for marketers to focus on only one channel which is seen as putting all the eggs in one basket. Therefore, an Omni-channel strategy is preferable where you capitalize on several platforms but concentrate most on the one that is best suited to your agenda.