One of the most effective digital marketing channels for increasing conversions is SEM or search engine marketing. Gone are the days when a company could stop including digital marketing in its marketing plan. While the term digital marketing was first used in the 1990s, when the digital era took off, companies are still hesitant to dive into the field of digital marketing 30 years later. Before addressing the 5 most effective digital marketing channels for your business, let me demystify digital marketing a bit and share its benefits.
Digital marketing is a general term that encompasses all types of online marketing. It consists of video marketing, email marketing, content marketing, social media marketing, SEO, PPC, graphic advertising and mobile marketing, among others. One of the most dominant digital marketing trends today and probably for the next 5 to 10 years is video marketing. Video marketing has been proven not only to create brand awareness, but it is also extremely effective in increasing traffic and conversions.
Create video blogs (vlogs) based on the content of your blog. . This will attract readers and conversion, in addition to getting more out of your content. More than 90% of WebFX customers continue to collaborate with us until the second year of their campaign.
Around 93% of all Internet sessions start with a search engine. Because of this, SEO, which stands for search engine optimization, is one of the most prominent digital marketing channels. SEO helps your website rank well in search results for relevant keywords, increasing the quantity and quality of traffic to your site. For example, if you have a store that sells fishing gear, you might want to rank for keywords such as “the best fishing rods for trout” and “where to buy bait for fishing”.
There are also subsets of SEO, such as local SEO, which focuses on keywords related to the location of nearby search engines, and business SEO, which involves strategies adapted to the needs of especially large websites. Here's an example of local SEO results for “where to buy fishing bait”. SEO helps people find your site online and increases your company's visibility. It also generates qualified leads who are likely to become customers.
Since people find you by searching for a term related to your business, you know that they are interested in topics related to your activity. At WebFX, we offer expert SEO services, including local SEO and business SEO. We also offer free resources to help you learn more about SEO. In part because of this precise targeting, PPC ads have a high conversion rate.
Users who come to your site through a PPC ad are 50% more likely to buy than those who come from organic or non-paid search results. The downside is that PPC ads are paid, while organic search results are free. Learn more about PPC with our free resources. Check out our PPC Management Services page to learn how we can help you maximize the results of your PPC campaigns.
At WebFX, we have designed more than 1,100 websites for our clients and offer expert web design services. We also offer a variety of free web design resources. As technologies change, so do the ways in which people search online. Voice search optimization is a variant of SEO that focuses on optimizing your website for user searches using smart speakers and smartphone voice technology.
In addition to Amazon SEO, you should also carefully monitor your inventory and keep your Amazon listings up to date. You can also use other Internet marketing channels, such as PPC and social media, to drive traffic to your Amazon listings. For more information on Amazon marketing, check out our free resources and our Amazon SEO services page. You could then support these content marketing efforts by optimizing your site and content for search engines.
This SEO work will increase the visibility of your site and improve its value and authority in the eyes of Google and users over time. One strategy you can use is PPC advertising. With PPC ads, you can quickly make your site appear at the top of search results in the form of ads. You can also target audiences that are likely interested in selling, such as people who have already purchased your sales in the past.
Content marketing is also useful, since you can create content that uses your brand's voice and highlights your brand's personality. Hosting this content on a professional style website and promoting it using SEO can help you have a greater impact. Did you know that 72% of brands believe they have a successful digital marketing strategy? If you don't have a successful strategy or are creating your first marketing campaign, you may be wondering how to create a winning marketing strategy. How long should your blogs last? The sweet spot is 2,400 words long.
Podcasts are only growing in popularity. That's why Google search algorithms try to transcend text to speech, as well as to videos and images. With these statistics, it's no surprise that 70% of marketers invest in content marketing and 40% of marketers say that content marketing is an important part of their strategy. But should you go into content marketing blindly? 77% of companies have a content marketing strategy.
In addition, 78% of companies have a team of one to three content specialists. In short, but together, an effective team and strategy for your content marketing efforts. Are customers store-shopping to find new products? With the advent of e-commerce, they are entering a search query into Google or another popular search engine. That's why SEO is more essential now than ever for online stores.
As stated above, text is essential for search engine results. Not only that, but the technical functions of the website are essential for SEO results, such as hosting a responsive and fast-loading website. Mobile optimization is one of the main SEO tactics for companies: almost 25% of companies use it. Not only that, but 60% of customers contacted a company directly by phone after finding the company in a search result.
Even with the decline of brick-and-mortar stores, local SEO is still essential. In addition, 46% of shoppers confirm inventory online before visiting a store. In fact, 65% of Internet users between 25 and 49 years old use voice search on voice-enabled devices at least once a day. Ecommerce SEO is an effective tool for online store owners.
Not only that, but organic search generates the majority of e-commerce sessions: organic search generated 33% of shopping experiences, compared to 32%, caused by paid search. Social media marketing is one of the best marketing strategies for all companies. However, with different social media platforms and strategies, creating a successful social media marketing campaign can be difficult. Since Instagram focuses on visual content, brands will want to promote their images and videos on Instagram.
Instagram's video platform, IGTV, is also becoming more popular. 28% of marketers include IGTV in their video marketing strategy. Brands also benefit from using the story feature and posting content to their feed. Facebook presents free tools used by 80 million small businesses.
Some of these include Facebook groups, used by 18% of marketers. Another benefit of Facebook marketing is the diverse audience that Facebook attracts. In addition, 51% of teenagers between 13 and 17 years old have a Facebook account. Facebook is popular all over the world, but with 280 million users, India has the largest Facebook audience.
Pinterest is becoming a beneficial tool for all companies, but especially for e-commerce companies. At the beginning of the year, Pinterest had 367 million monthly active users. LinkedIn is a tool not only for promoting your business, but also for networking with industry professionals. There are 160 million LinkedIn users, most of them from the United States.
LinkedIn is only growing in popularity; it is now the second most popular social media platform, right behind Facebook. Twitter has 166 million daily active users. Marketers say that Twitter generates one of the best ROIs. The majority of Twitter's audience is based in the U.S.
UU. To improve the experience, email marketers are customizing their campaigns. Personalizing messages is the number one tactic used to improve email performance. In addition, 20% of marketers say that an improved email design benefits their campaign.
Mobile-friendly emails are also the second most used tactic. This is because 40% of people over 18 open their emails on their phones. Even with the success of organic search and marketing, all marketers should continue to invest in advertising. Nearly every aspect of digital marketing will move in a technological direction.
Take SEO as an example; voice search will continue its upward trend, inspiring brands to use natural, long-tailed keywords. There are several reasons why it's so difficult to deposition email as a channel that offers a medium to high ROI for your company, but the one thing you can't tell from email is its versatility. While email may not be the most recent technology available, it allows you to apply the latest trends in content marketing, such as personalization and automation, without hurting your marketing budget. Uber Email's Halloween marketing email also has the ability to support other marketing objectives, so it's no surprise that 73% and 63% of B2B marketers say that email is their primary tool for generating leads and generating revenue, respectively.
Social media marketing is on this list for a few worthwhile reasons, but it's not just about social media users hitting the 4.48 billion mark. From being a channel that people use to establish personal connections, social networks have evolved into something greater, bigger and better than they originally imagined they would be. Nowadays, you can reach potential buyers by engaging them in a more personal and authentic way. Therefore, it's easier to direct your efforts towards organic social media marketing, since the platform was initially designed to encourage interactions rather than selling to your potential customers.
You must invest time in cultivating relationships with your target market while trying to understand the needs and interests of your customers. Ultimately, this can help you generate highly qualified leads on LinkedIn, Twitter or Facebook, who represent 80%, 13% and 7% of qualified B2B leads, respectively. PPC results have also been found to get 150% more conversions than organic visitors. Clearly, paid search could very well represent a win-win situation for your marketing campaigns.
Display ads allow you to use images, audio and video to better communicate your advertising message. They are shown on websites, email platforms, social networks and many other digital channels that offer ad locations, usually in the form of a banner. You may be a traditional company looking for a rebrand; in this case, social media marketing should be a good starting point. You can check the previous section of this post to find the perfect channels for your goals.
191 Zeta II Building, Salcedo Street, Legazpi Town, Makati 1229, Metro Manila, Philippines. Social media is the most used digital marketing channel, probably due to LinkedIn (which is reported to be its most effective channel). It's full of business-minded people, who are exactly the ones you want to reach as a business-to-business salesperson. Compared to other forms of marketing, digital marketing channels emphasize the value of dialogue, whether between the brand and the customer or between a group of customers.
And with more than 3.6 billion active Internet users worldwide, it offers businesses a great way to connect with more potential consumers than ever. Content marketing is one of the best indirect types of digital marketing. In general, companies promote themselves by promoting their products, services or brands. With content marketing, you change your focus to promote your value through relevant and useful content.
As Lee Odden, CEO of TopRank Marketing, said, content marketing encompasses many forms of content. Blogs, videos, social media posts, e-books, brochures, infographics, case studies, and templates are examples of popular types of content on the web. An effective content marketing strategy consists of creating the content that your audience wants to see, with the aim of influencing their purchasing decisions in the future. As they say, “content is king: content marketing generates results, increases trust and creates brand awareness.
By publishing high-quality content, you consolidate yourself as an authority in your field. Excellent content is also more likely to be shared and referenced, increasing your reputation among customers and other industry experts. Another benefit of content marketing is that it blends well with any digital marketing effort. Good content should be the basis of your digital marketing strategy.
If you have a service-based business or sell high-priced products, combining your content marketing with proactive customer service is a powerful and twofold combination. Search engine optimization (SEO) has been the marketing buzzword of the decade, and for good reason: more than 90% of online experiences start with a simple online search through search engines such as Google and Bing. You don't have to incorporate all types of digital marketing into your strategy, but you shouldn't focus too much on just one aspect, either. Most companies would do well to start with a combination of website optimization, content marketing, SEO, SEM and social media, and then expand to other types as they get a feel for digital marketing.
Marketers are likely to only focus on 4 or 5 of these activities at most. For startups, you may need to rely more on paid advertising than email marketing in the early stages of your business. For established companies with a history of digital marketing, improving SEO and social media advertising may be the best opportunity for growth. Before you can decide which channels make the most sense, let's take a look at your marketing plan and strategy.
Before you know where you're going, you need to draw a map of where you've been and how you should get there. When drafting an online marketing plan, the conversation usually starts with: “So what activity should we focus on? The idea here is to take an all-or-nothing approach. It's very easy to extract data from one, two or three weeks from a digital marketing channel without considering its benefits for the campaign as a whole. Like the daily commute to work, the goal of a multi-channel marketing plan should be to go from current sales (point A) to future sales (point B).
How you get from A to B shouldn't matter as much as the final result. So, if you need to spend 20% of your budget on a branded display campaign to generate enough brand awareness, that cost will be absorbed by the overall results of the campaign. A good place to start examining opportunities should start with industry data. A Vocus digital marketing survey asked more than 400 small business owners to list in order which are the most effective digital marketing channels for their company.
Some interesting ideas emerged from this study. What Vocus found was that most small businesses continue to drive sales through their website through email marketing, search engine optimization and social media. We know that many small businesses use social media (78%), email (70%) and SEO (58%), but which one is more effective? The study found that most business owners consider their website, email marketing and search engine optimization to be the most effective tools for attracting leads or sales to their website. Social media is in fourth place, with nearly 79% of small businesses using social media.
Many companies start with an attractive website as the first step in marketing their products or businesses. It doesn't look like websites are going away anytime soon. Websites are still the most effective marketing channel or tool. However, many business owners attribute the success of a sale to their website rather than to the marketing effort that led people to get there (SEO, social media, etc.).
This is a common problem that can only be solved through education and analytics. An attractive website is a good start, but very few websites can get results without many months of social media, search marketing, or advertising. Email marketing is still one of the best in digital marketing, and with good reason. Email marketing is a very cost-effective tool for reaching current customers and maintaining a relationship with those customers.
Unfortunately, many companies have abused email marketing in the past by repeatedly sending promotions to an old list, or worse, have used email as their primary way to drive traffic to a website. Never use your email list as a substitute for a bad or confusing website. Is SEO still working? The answer is yes. It's no wonder that search engine optimization, or SEO for short, remains one of the best-performing digital marketing channels for increasing leads or sales.
The most surprising thing about the Inc study is the low ranking of SEO in terms of usage (57%) in relation to its perceived effectiveness. The idea may be that social networks are free, where SEO is expensive and requires someone with experience in search marketing. It's true that good search marketing isn't cheap or free. Social media seems to be gaining traction among small business owners.
Why not? It's free to use and set up a business page on Facebook, Pinterest, Twitter, Instagram and more. While most companies are active on social media, it's hard to say which companies are using social media to their full potential. It's not clear how companies track or generate sales from social activity. It's quite possible that they use these tools for customer service or simply to promote brand awareness.
What is also interesting about the study is how much budget is allocated to digital marketing for small businesses. Of the companies surveyed, almost 75-90% of the marketing budget goes to the digital sector. Digital is clearly a major driver of business and the% of spending is a reflection of the importance that online marketing has acquired. Product listing ads (PLA) are increasingly popular in e-commerce.
These are in a way a subset of search engine marketing, but they allow for more comprehensive ads that include things like the price of the product, images, etc. This is great when you have individual products that you can search on. The text of these ads is extracted directly from the site's data feed and is usually more detailed (therefore, engaging) than standard text ads. Generally, people don't buy the first time they interact with your brand.
In fact, the average buyer makes 9.5 visits to a website before buying, and 97% of people who visit your site for the first time leave it without making a purchase. Retargeting helps close this gap when someone visits your website, a cookie or pixel is placed on their computer, so now, when you browse the web, they'll see your ads wherever you go. If you can reach them over and over again, you'll be much more likely to convert them, which is one of the reasons why retargeting can have an extremely high ROI. While the world's biggest brands are likely to use the nine digital marketing channels mentioned above, it's often enough to focus on a few and execute them at the highest level.
Most successful brands will implement a strategy that combines paid and organic content, and that shares the data collected in all marketing efforts to allow retargeting campaigns to be as effective as possible. This means that an increase in performance on a single channel can bring significant benefits across the board. Amazon storefronts are essential for online businesses that sell directly to the consumer. Without a showcase at the world's largest online retailer, you're missing out on a lot of potential sales.
Nearly 2.5 million customers visit Amazon every month, dwarfing the next largest retailer. Regardless of where in the customer journey your target audience is, affiliate marketing serves as a comprehensive strategy worth adopting. Although Field of Dreams is one of my favorite movies, the saying “If you build it, they will sadly come” doesn't apply to content marketing. While individual content can entertain or educate the reader, it is part of a larger marketing strategy.
Today, we'll look at some of the most common types that salespeople like you can use for their businesses. The trick is to create an email list, create engaging email marketing content aimed at your audience or consumers, develop engaging subject lines, and devising strategies on the best time to send emails in bulk. One of the reasons it has become popular is because it is an effective form of inbound marketing platform. Facebook is also one of the main paid social marketing channels along with Instagram and, more recently, TikTok.
However, these two types of digital marketing differ in some ways and it's important to be familiar with them. .