Comprehending marketing channels and determining which ones you should use is crucial when striving to achieve your content marketing goals. In a nutshell, marketing channels refer to the various methods and platforms that are used to engage with your target audience. Although your choice of marketing channel should be based on your audience’s preferences, considering the importance of each channel is necessary.
Types of Marketing Channels
- Word-of-Mouth Marketing
According to a report by Edelman, 70% of consumers believe that brand loyalty is more relevant now than it has ever been. While this is the case, consumers also have less confidence in brands and their paid content than they’ve had previously. When faced with this dilemma, marketers must depend on their customers’ endorsements of their brand to encourage others to buy – this is known as word-of-mouth marketing. Because consumers are often aware that marketers have their own motives, they are more likely to trust other customers before they trust marketers. Creating an experience that satisfies both your consumers’ expectations and provides exceptional customer service is the best way to promote this form of marketing.
- Podcast Marketing
A study conducted by The Infinite Dial found that podcasts were listened to by 55% of Americans aged 12 and up in the last month. Since the demand for audio content has significantly increased throughout the years, podcasts should be considered an innovative marketing channel because they are an effective way to reach your audience. Podcasts offer a way to establish a unique relationship with your audience because you can have open conversations with them and showcase a relatable side of your company.
- Email Marketing
Contrary to popular belief, email is not going anywhere anytime soon. According to Statista, in 2019, 91% of American internet users used email and global use will reach 4.48 billion users in 2024. An effective way to keep users informed of your company’s latest news or updates is to offer a way for them to subscribe to your web publications. Encouraging users to subscribe to your email newsletters will also result in an increase in revenue and leads that your business receives.
- Social Media Marketing
In 2020, 3.6 billion people were using social media, according to Statista—with that number predicted to grow to 4.41 billion in 2025. Based on these statistics, it is likely that your consumers are actively utilizing social media therefore, this channel is essential to accomplish your digital marketing and conversion rate goals. Social media is typically used by digital marketers to increase brand awareness, build customer relationships, and widely distribute product advertisement. Since so many social media platforms exist, it is possible to cater to a distinct audience that is willing to engage with your content.
- Search Engine Optimization (SEO) Marketing
If your ultimate goal is to gain attention, search engines are the most effective marketing channel to use to accomplish this since they are mostly used when customers are looking to learn about new products or services. Search engines also happen to be one of the most successful marketing channels that result in high conversion rates. Since internet users are already actively searching for answers on Google, if you provide them with what they are searching for, it is likely they will choose to sign up for what you are offering. Optimize all of your company’s current channels to obtain more traffic and conversions – don’t forget platforms like YouTube, Google Maps, Google My Business, etc.
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