marketing channels

Top Marketing Channels You Should Focus on to Grow Your Business

  • 6 min read

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If you’re anything like most contemporary small business owners, you feel overwhelmed with the myriad of marketing options available to you. Who wouldn’t be? There are tons of marketing channels out there to choose from, but which ones are the best fit for your organization?

Although there’s no right answer, since it all depends on your industry, business size and marketing goals, there are some marketing channels that always perform well, and don’t require enormous investments either in time or money.

Digital marketing offers a lot of ways to reach your goals, but this doesn’t mean that all of them are aligned with your marketing strategy. So, to begin with, you should determine your marketing goals and define your strategy. According to a survey (PDF) by Ascend2, which asked top marketing professionals what their biggest marketing goals are, driving sales is still the most important marketing goal.

However, generating more leads and increasing website traffic are close second and third.


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Most organizations, especially small businesses, have these goals in mind when they develop their strategies.

And since a lot of businesses don’t have huge budgets to experiment with, it’s no wonder most marketers focus on only several channels which bring the biggest ROI. According to the same survey, these are website, email, social media and organic search.


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These three marketing channels are consistently rated as the best ways to attract new visitors and turn them into customers.

They are also quite budget-friendly, so that means that even if you’re a small business which can’t compete with big players who can spend thousands of dollars or Euros for paid search campaigns, you can still attract a targeted audience to your offer. Let’s take a closer look at those channels.


1. Search engine optimization for website traffic

You can’t go wrong with SEO, ever. Okay, maybe if you ignored all other channels and focused only on SEO – that would be bad, but if you combine SEO with other marketing channels, your marketing results will improve.

Why? It’s simple.

By investing in SEO you make sure that your website ranks high in Google (and other search engines), and that offers many, many benefits: increase in web traffic, more qualified leads, greater brand awareness etc.

No matter what industry you’re in, a significant part of your target customers are searching for information through search engines. If you can rank high and get their attention, you have a great chance for generating new leads for your business.


So what exactly is SEO?

SEO is an acronym for search engine optimization, and can be defined as the process of optimizing your online content, so that search engines show it at the top of the search engine page results (SERP).

One of the basic concepts in SEO is keyword research.

To put it in simple terms, by identifying potential keywords which are not too difficult to rank for, and crafting content around them, you can get qualified traffic to your website.

Qualified traffic refers to people who are already interested in what you have to offer, since they’ve found you by searching some of the keywords you’ve targeted.

Linkbuilding

Linkbuilding is a SEO method that helps you achieve better rankings in search engines. You achieve this by using backlinks that you get from other sites.
There are several tools you can use to track this better. We use Ahrefs.com. With Ahrefs we can see which websites have achieved a better ranking due to link building.



2. Email for customer retention

Email is still one of the most powerful marketing channels you have at your disposal. Some people say that email is dead, but that’s just not true.

The fact is that email as a marketing channel has many advantages:

  • Direct communication with your audience through a mailing list
  • Lowest cost per lead compared to all other marketing channels (source)
  • It’s easily measurable


If you can attract a lot of visitors to your website, and get them to give you their emails (usually by offering something in return), you can start to build a loyal customer base which will in time result in sales growth.

Newsletter

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Newsletters are the best way to keep your loyal customers up to date. You get information about news or special offers directly into your inbox. It is very important that you do not write too many mails. Depending on your products and services you will see how often you should send e-mails. With Mailchimp mailchimp.com mailchimp.com you can easily send newsletters that are personalized and will be sent at the exact time.

3. Social media for two-way communication

Social media is one of the best online marketing channels for businesses of all sizes, and yet, many treat it as an afterthought.

Social media is a top Internet activity and people across age groups are spending a large amount of time on social media. You’ve a good chance of catching their attention through social media advertising. Advertising on social media like Facebook or LinkedIn often depends on your target market.

For example, food, fashion and health article are highly shareable and will usually get a lot of likes and shares. On the other hand, if you’re in toothpick production game, the opportunities for social engagement are limited.

But regardless of your niche, you should have at least some social media presence, and the more you have, the more ROI you’ll see. If you want to find out how your niche fares on social media you can use tools like BuzzSumo.


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You can determine two things from information you get from BuzzSumo:

  1. If content in your niche is shareable
  2. What are the most popular websites in your niche?

Use that information to determine your social media marketing strategy for a specific niche.


Conclusion

There are many marketing channels through which you can reach your target customers. It all depends on your industry and niche, your company’s size and your audience’s online habits. But the three marketing channels I’ve described in this article are a sure way to get good ROI.

Especially if you’re a small business owner struggling to come up with a viable marketing strategy.

If you need help implementing these channels in your marketing mix, feel free to contact us today and let’s talk about how we can help you out.

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