Strategy | 3 minute read
We all know how important multichannel marketing is to reach our customers at all touchpoints. However, only 73% of marketers say their brand has a multichannel strategy in place.
With so many digital marketing channels available to us, it can be hard to work out where you should be spending your business’ time and money. To help you decide, we give you the lowdown on five channels you should invest in this year.
An age-old favourite among marketers, email marketing still holds its own against the newer digital marketing channels. Focusing on the generation and nurturing of leads, email marketing is a sure-fire way to get yourself in front of an audience who want to listen.
Because you are talking to people who have already expressed an interest in hearing from you, email marketing can deliver up to 122% ROI – the highest return of all digital channels.
Social media marketing
Social media provides many opportunities to talk directly to customers, as there are so many platforms to choose from.
73% of marketers believe that social media marketing has been “very effective” for their business. Be it Instagram, Facebook, Twitter or LinkedIn, social media allows you to share content, engage and converse with people who have shown an interest in your brand. However, the key to success with social media is making sure you identify the platforms where your core customers are. Once you’ve identified these, use them to foster relationships with prospective customers, leading them to trust your brand and follow up with a purchase.
Paid search might require more of a monetary investment but it’s a fruitful channel for increasing traffic. As your keyword-driven ad appears at the top of search engine results, it’s highly effective for targeting users who are ready to make a purchase.
Paid search brings an average of 50% more conversions than clicks coming from organic results. Therefore, you’re highly likely to see a decent ROI.
The foundation of pretty much everything you do online, content marketing is a channel that’s crucial to invest in.
Content marketing includes blogs, videos, e-books, infographics or anything else you create that drives inbound traffic, and thus potential customers to your website. Since content marketing is a broad category, it can be hard to know how much time and money should be dedicated to producing assets. But with this type of marketing costing 62% less than traditional marketing and generating three times as many leads, it’s an area that’s more than worth adding to your multichannel strategy.
Search engine optimisation (SEO)
Did you know Google receives seven billion searches per day? With that kind of traffic, it’s no wonder 57% of B2B marketers believe SEO generates more leads than any other marketing initiative.
Search engines are also one of the most highly converting channels. Because people are actively looking for answers or solutions, they are more likely to buy from you if you offer them what they are looking for. Tap into a share of that captive audience by making sure you appear in the right search results via targeted SEO both on-page and off.
Author: Vicki Maggs-Sleath, Business Director