Which internet marketing channel is right for your business and your goals? This question is commonly answered with “as many as possible.” However, sometimes businesses do not have the budget for all of these things and need to pick selectively. There are also some companies in specific industries that do not necessarily need to use some channels, or industries where certain channels work better than others.
Choosing where to focus your internet marketing efforts can be intimidating if you are not sure where the best use of your budget would be. That is why you need to consider a variety of factors in order to make sure you choose wisely.
Types of Internet Marketing Channels
The most important thing to understand before making any decisions is knowing what your options are. Everything begins with an effective and reliable website, and can expand from that point on.
Here are the main types of internet marketing channels you may want to choose from:
- SEO Optimization
- Email Marketing
- PPC Ads
- Display Ads
- Affiliate Marketing or Influencer Marketing
- Social Media
- Content Marketing
- Online Public Relations
Factors That Will Affect Your Decision
Before you start to decide which internet marketing channel is right for you, determine what your business goals are. This will have a direct influence on which of these options you should be using. Choosing your brand objectives and goals are also increasingly important for all aspects of your marketing strategy.
There are three main business objectives that companies typically choose from: brand awareness (education), lead generation (traffic), and online sales conversions. These are three specific spots on the marketing funnel, with awareness being at the very top and online conversions being at the end.
You should also consider your budget and the resources you have to pull off your internet marketing strategy. For example, if your team includes more creative people, you may want to focus on content marketing where they can truly express their talents and make your business stand out.
Choosing an Internet Marketing Channel Based on Your Business Goals
Depending on the business objectives you have identified, you should explore different channels. Some of these internet marketing channels will overlap with different business goals and strategies because they are versatile and can be used in different ways.
Brand Awareness
If you are focused on brand awareness, which is typically important for small businesses and new, start-up businesses, you want to focus on social media and content marketing. Both of these channels are both cost-effective and will help you organically increase your follower base. Social media allows you to make direct connections and engage with your audience organically. Online public relations can be an effective outlet to announce your brand as well.
Depending on your budget, display ads can also be effective in spreading the word about your company to new people. However, start-up companies cannot afford to spend the money on these ads until new conversions are made.
Lead Generation
When you want to focus on lead generation, the best internet marketing channels to use are SEO optimization and content marketing. Content marketing is an effective way to increase your SEO rank while showcasing your brand’s authority within your industry. It can also be a great way to provide people with more information about your products, the issues you are solving, and your company story.
PPC ads are also great for lead generation if you have a budget to work with. You can advertise to people outside of those who already know who you are in order to gain new followers or fans. Make sure your advertisements contain links back to your website, where you can get them to sign up for your contact list or newsletter.
Online Sales Conversions
Sales-focused goals typically see success with PPC ads, display ads, and email marketing. PPC ads are going to cost more up front. However, they can be more effective for sales because your products will be shown to a large number of people and can bring in new customers.
When you have a contact list built up with subscribers, you can use email marketing to increase sales. Email marketing can also have a high return on investment. Customers who are sent emails regularly spend an average of 138% more in sales, and email subscribers are also three times more likely to share your content on social media. Social media is also something you should be constantly taking advantage of, no matter which stage you are at within your own marketing funnel.
