Top 7 Digital Marketing Channels and How to Use Them for Business Success

 

Image Source: HubSpot

Among social media, SEO, PPC, and email marketing, content and influencer marketing are now considered the top digital marketing channels that businesses look forward to investing in aggressively.
But, with so many options now available, it’s easy to get overwhelmed and unsure of where to begin. However, there is a group of some digital marketing channels that are proven to generate the best results, and are essential for any business looking to succeed online.
In this article, we will uncover the top seven digital marketing channels and explain how you can use them for business success. Whether you’re a small business owner or a marketing professional, using them can help you create winning digital marketing campaigns that deliver results.

Before we dive into marketing channels, let’s take a moment to understand what they are. Simply put, a digital marketing channel is any platform or medium that businesses use to promote their products or services online. Examples of digital marketing channels include search engines, social media platforms, email marketing, and more.
Each digital marketing channel has its own unique strengths and weaknesses. Some channels are better suited for certain types of businesses or industries. It’s essential to understand the characteristics of each digital marketing channel to determine which ones are right for your business type. For example, a B2B business may find that LinkedIn is a more effective channel than Instagram. Whereas, a B2C business may find social media platforms like facebook, Instagram and YouTube more appealing.

You may be wondering why we are specifically focusing on the number 7 in digital marketing. The answer is simple: research has shown that seven is the optimal number of channels that businesses should focus on to achieve the best results. This number provides businesses with a good balance of reach, engagement, and conversion.
Focusing on too few channels can limit a business’s reach, while focusing on too many channels can lead to a lack of focus and resources. By focusing on the seven most effective digital marketing channels, businesses can achieve a balance that drives growth and success.

Now that we understand the importance of the Power of 7, let’s explore the top seven digital marketing channels in more detail:

Search Engine Optimization (SEO)

More than 90% of online experiences begin with a simple web search using search engines like Google, Bing, Yahoo and more. When someone enters a query on these search engines, relevant results are displayed.
Now, SEO is the process of optimizing a website to rank higher in search engine results pages (SERPs). It involves a variety of tactics, such as keyword research, on-page optimization, and link building, to improve the visibility and ranking of a website.
SEO is a powerful digital marketing channel because it helps businesses reach potential customers who are actively searching for their products or services. By appearing at the top of search results, businesses can increase their visibility and drive more traffic to their website.
One of the drawbacks of SEO is that it can get complicated and is time-consuming for an average business owner. On top of that, the ranking algorithms on search engines like Google are regularly updated, which makes keeping up with them really difficult.
In addition, there are subsets of SEO like Local SEO and Enterprise SEO. Where Local SEO focuses specifically on location-related keywords, Enterprise SEO involves strategies tailored to the needs of large websites.

Pay-per-click (PPC) Advertising

PPC ads have a high conversion rate. Users who visit your site through a PPC ad are 50% more likely to make a purchase than those who come from organic search results.
PPC involves placing ads on search engines and social media platforms and paying each time a user clicks on the ad. This digital marketing channel allows businesses to target specific keywords and audiences, making it a highly effective way to drive traffic and conversions.
PPC advertising is particularly useful for businesses that want to see immediate results. Since businesses only pay for clicks, they can control their advertising spend and measure the effectiveness of their campaigns.
Digital Marketers prefer PPC as it is easier to create targeted search results ads based on keywords and user’s location. This means that you can target your ads at a specific location. You can even use the keywords targeted by your competitors thus making it possible for you to steal some traffic from them and grow your business.

Content Marketing

Content marketing is a strategic marketing approach that involves the creation and distribution of valuable content with the aim of attracting and engaging a specific target audience. This content can come in various formats, including blog posts, infographics, videos, podcasts, whitepapers, e-books, and more.
The main objective of content marketing is to provide valuable and relevant information to the target audience, rather than focusing solely on promotional messages. By delivering valuable content, you can establish yourself as a thought leader in the industry and build trust among the audience. This helps to foster a positive relationship and credibility, which can ultimately lead to increased brand loyalty and customer retention.
One of the key benefits of content marketing is its ability to drive traffic to a website. When you consistently create and share high-quality content, it increases the chances of the content being discovered and shared by your target audience. This, in turn, can lead to an increase in website visitors.
Moreover, content marketing plays a significant role in search engine optimization (SEO). By creating content that is optimized for relevant keywords and search terms, you can improve your website’s visibility in search engine results pages. When you rank higher in search results, you have a greater chance of attracting organic traffic and reaching your target audience.
Content marketing is not limited to promoting products or services directly. It provides an opportunity to cover a wide range of topics that are of interest to the target audience. By addressing pain points, answering questions, and providing valuable insights, you can position yourself as a valuable resource and attract the attention of potential customers.

Social Media Marketing

More than 86% of people use social media at least once in a day. Being present on sites like Facebook, Instagram, and Twitter can help you connect with your audience and build trustworthy connections.
Social media marketing is particularly effective for businesses that want to reach younger audiences. Since many young people use social media as their primary source of information and entertainment, businesses can use these platforms to engage with them and build brand awareness.

Email Marketing

Email marketing is one of the most popular forms of digital marketing. According to an estimate, the average RoI for email marketing is $38 per dollar spent. This is a whopping 3800% return using something as simple as an email.
Email marketing involves sending promotional emails to a business’s subscribers or customers. This digital marketing channel is effective because it allows businesses to reach their audiences directly and promote their products or services.
It is also a great way to build relationships with customers and encourage repeat business. By sending personalized and relevant emails, businesses can keep their audiences engaged and informed. There are several types of emails you can send over to your customers. From brand newsletters to regular business or product updates, you can also choose confirmation emails, and thank you notes, etc. for email marketing purposes.

Affiliate Marketing

Affiliate marketing involves partnering with other businesses or individuals to promote a business’s products or services. This digital marketing channel is effective because it allows businesses to leverage the audiences of other businesses or individuals.
Affiliate marketing is particularly useful for businesses that want to expand their reach quickly. By partnering with affiliates who have established audiences, businesses can increase their visibility and drive more traffic to their website.
There are two common ways of doing this- by offering a unique discount code to your followers/users, and linking to your website from other websites. Whenever users use the discount code or click on the link, you will pay your affiliate partner for the sale or site traffic. One of the most popular affiliate marketing networks is Amazon Associates in addition to others like eBay, and Shopify, etc.
There are some challenges in affiliate marketing though. If you are doing affiliate marketing through a network like Amazon Associates, you will be competing against thousands of other businesses. In addition, you will also be bound by the rates set by Amazon and will need to work according to their system to achieve some results. If you choose to establish your own affiliate program, you may have more control but will need to handle things like reaching out to potential affiliates, training them and monitoring the leads they bring to your website.

Influencer Marketing

Influencer marketing is a digital marketing strategy that involves collaborating with social media influencers to promote products or services. Influencers are individuals who have established a significant following and influence on social media platforms, such as Instagram, YouTube, TikTok, or blogs. They have built a loyal audience by sharing engaging content and showcasing their expertise or lifestyle.
One of the main advantages of influencer marketing is the ability to tap into the trust and credibility that influencers have with their followers. Influencers often have a strong relationship with their audience, who view them as relatable and trustworthy figures. When an influencer recommends or endorses a product or service, their followers are more likely to pay attention and consider making a purchase.
Influencer marketing is particularly effective for businesses aiming to target younger audiences. Many young people actively follow and engage with social media influencers as a form of entertainment, inspiration, and information. By partnering with influencers who have a strong connection with the desired target demographic, businesses can effectively raise brand awareness and influence purchasing decisions.
When executed strategically, influencer marketing can yield numerous benefits for businesses. It can help increase brand visibility, as influencers often have a large and engaged following. Through their content, influencers can showcase products or services to their audience, generating interest and curiosity.
Additionally, influencer marketing can drive conversions and sales. When influencers share personalized experiences, honest reviews, or endorsements, their followers are more likely to trust their recommendations and make a purchase. Influencers may provide unique discount codes or affiliate links, which can further incentivize their followers to take action.
Influencer marketing campaigns can take various forms, such as sponsored posts, product reviews, giveaways, brand collaborations, or even influencer-created content. The choice of approach depends on the goals of the campaign, the target audience, and the nature of the product or service being promoted.
It’s important for you to carefully select influencers who align with their brand values and target audience. The kind of influencers you select will depend on your target market, niche and budget:

Micro Influencers
Micro influencers are individuals who have a smaller but highly engaged following on social media platforms. They typically have a niche focus and expertise in specific areas, allowing them to connect with their audience on a more personal level. Micro influencers often have a few thousand to tens of thousands of followers. Due to their smaller audience size, they tend to have higher engagement rates and stronger relationships with their followers. Collaborating with micro influencers can be beneficial for businesses aiming for targeted reach and authentic connections with a specific audience segment.

Macro Influencers
Macro influencers have a larger following compared to micro influencers, typically ranging from tens of thousands to hundreds of thousands or even millions of followers. They often have established themselves as industry experts, celebrities, or well-known personalities in their respective fields. Macro influencers have the ability to reach a broader audience and may have a significant impact on brand awareness and visibility. Collaborating with macro influencers can be advantageous for businesses seeking a wider reach and exposure to a diverse range of potential customers.

Mega Influencers
Mega influencers are the top-tier influencers with massive followings, often numbering in the millions. They are typically well-known celebrities, athletes, or public figures with a strong presence across multiple media platforms. Mega influencers have a broad reach and high visibility, making them ideal for large-scale brand campaigns or initiatives aimed at maximizing exposure. While collaborating with mega influencers can provide immense reach and brand recognition, it is important to note that their partnerships may come with higher costs and may not always result in direct engagement or conversions due to the size and diversity of their audience.

When considering influencer marketing, businesses should carefully evaluate their goals, target audience, and budget to determine which type of influencer aligns best with their objectives. The choice between micro, macro, or mega influencers depends on factors such as desired reach, engagement, authenticity, and overall campaign objectives. It’s essential to consider the relevance of the influencer’s audience to your business, the level of engagement desired, and the resources available to execute an effective collaboration.

Now that we’ve explored the top seven digital marketing channels, it’s important to understand how to choose the right ones for your business. The key is to consider your business goals, target audience, and budget while also evaluating your competitors and accordingly create a plan to select the right marketing channel.
Defining Business Goals
The very first step in selecting the right digital marketing channel is to consider and define your business goals. Doing so will enable you to select the channels that work best for your business objectives. From increasing brand awareness, to gaining leads, increasing sales and growing your follower list on social media, there can be anything you may be looking to achieve.
Considering your Target Audience
Your digital marketing efforts can help attract your target audience. Therefore, it is essential to consider them when comparing digital marketing channels. You’ll need to evaluate the channels that your audience uses and the way visitors come to your site. Tools like Google Analytics and more can help you with this.
Consider your Budget
If you have some budget constraints, you will need to consider the limitations and evaluate the total cost for the project. Check if you want to spend a larger amount upfront or invest gradually over the long term. Or, if you are looking to allocate most of your budget to one strategy or spread your funding over several ones. Considering your budget and then making a decision will help your business get on track financially. Remember, that digital marketing is an investment worth making and will give you the maximum returns on your investment.
Evaluate your competitors
Another strategy while selecting the right marketing channel for you is to examine the channels your competitors are comfortable using. You will also need to check what works well for them and not. You can look for your competitors on Google and other social media platforms and also check their websites to get an idea of their marketing strategy. Leverage tools like Ahrefs, Buzzsumo, and MailCharts to track and analyze the online marketing efforts of your competitors.

Measuring the success of your digital marketing efforts is crucial for understanding the effectiveness of your strategy and making data-driven decisions. Here are some key points to consider when measuring the success of your digital marketing efforts:
Define Key Performance Indicators (KPIs)
Start by defining specific KPIs that align with your business goals. These KPIs will vary depending on your objectives but may include metrics such as website traffic, conversion rates, click-through rates (CTRs), engagement rates, lead generation, social media followers, or revenue generated. Clear KPIs provide a benchmark for measuring success.
Utilize Web Analytics Tools
Implement web analytics tools such as Google Analytics to track and analyze your website performance. These tools provide valuable insights into website traffic, user behavior, referral sources, and conversion data. By examining these metrics, you can assess the effectiveness of your digital marketing channels in driving relevant traffic and conversions.
Monitor Social Media Metrics
For social media marketing efforts, utilize platform-specific analytics tools (e.g., Facebook Insights, Twitter Analytics, LinkedIn Analytics) to track engagement metrics like likes, shares, comments, reach, and follower growth. These metrics can help you gauge the impact and effectiveness of your social media campaigns.
Track Conversion Rates
Monitor conversion rates to determine how effectively your digital marketing channels are generating leads or driving sales. Set up conversion tracking on your website to measure specific actions such as form submissions, newsletter sign-ups, e-commerce transactions, or downloads. By analyzing conversion rates, you can identify which channels and campaigns are most successful in driving desired actions.
Analyze Return on Investment (ROI)
Assess the ROI of your digital marketing efforts by comparing the costs incurred with the revenue generated. Calculate the cost per lead or cost per acquisition for each channel to determine the most cost-effective channels for your business. Consider both the direct revenue and the lifetime value of customers to evaluate the overall impact of your digital marketing activities.
A/B Testing and Experimentation
Conduct A/B testing and experimentation to assess the performance of different elements within your digital marketing campaigns. Test variations of ad copies, landing pages, call-to-action buttons, or email subject lines to determine which variations yield the best results. This iterative approach allows you to optimize your campaigns based on data-driven insights.
Regular Reporting and Analysis
Set up regular reporting to monitor the performance of your digital marketing efforts over time. Create customized dashboards or reports that highlight the key metrics and trends relevant to your goals. Regularly review and analyze the data to identify patterns, opportunities, and areas for improvement.

By consistently measuring the success of your digital marketing efforts, you can gain valuable insights into the effectiveness of your strategies, campaigns, and channels. This data-driven approach empowers you to make informed decisions, optimize your marketing tactics, and achieve your business goals more effectively.

The digital marketing channels discussed in the article can help businesses achieve growth and success in the digital age. By focusing on these channels, businesses can reach their target audiences, build relationships with customers, and drive conversions significantly.
Remember to choose the right digital marketing channels for your business based on your goals, target audience, and budget. And don’t forget to measure the success of your efforts to optimize your strategy and achieve the best results.
By harnessing the power of these channels, businesses can create a winning digital marketing strategy that delivers results and drives growth.