Digital marketing channels—A cross-channel strategy
Email marketing is one of the oldest and best-known forms of digital marketing. It’s used by B2B and B2C marketers alike. With email marketing, you collect customer data across various customer touchpoints, classify it to understand your potential customers’ preferences, and ultimately get permission to add them to your email list(s).
Email content can include information about your products and services, news about your company and events, personalized offers, customer success stories, links to case studies, technical or business briefs, and more. Value is critical to ensure that your emails are opened and read—and not deleted right away. Personalized content and relevant offers go a long way to boost engagement..
Email marketing is part art and part science. Your emails and digital assets need to be appealing and engaging, but there needs to be a balance between sending too many emails and not sending enough.
Video is one of the most powerful digital marketing channels available. People love video. They watch videos for fun and research, and they share videos. In fact, YouTube reported more than two billion monthly logged-in viewers. Both B2B buyers and B2C consumers make buying decisions thanks to video.
Video marketing builds brand awareness, boosts digital traffic, and increases conversion rates. Videos embedded into blog content have been a cornerstone of both B2B and B2C content marketing strategies for years.
Sharing video is the key to more eyes landing on your content. That’s why you’ll want to leverage third-party sites, such as YouTube, and promote videos on your website and social media channels. Encourage others to share your videos.
Keep your videos short and to the point. Attention spans are short, so the key is to provide great content in an engaging manner.
Social media marketing
Social media is a great way to reach a specific, targeted audience and connect directly with customers, potential customers, and partners. Which social media platform(s) you use depends on who you want to target. Facebook is still the largest social media platform worldwide. Twitter is still popular with B2B buyers. Instagram and TikTok are incredibly popular with millennial and Gen Z consumers, and LinkedIn is a great place to connect with B2B buyers in the early stages of the buying cycle.
Every social media platform features different types of content, but all are very video/image-focused. So as you create content, always keep in mind how you want to distribute it through social media. Then create or adjust accordingly.
Different platforms will continue to emerge, so marketers must continuously adapt digital marketing tactics to make the most of every platform available. For example, TikTok didn’t exist before September 2016, and today it has more active users than LinkedIn, Twitter, Pinterest, and Snapchat.
Text messages (SMS and MMS)
Next to email marketing, text messaging is the most direct way to reach customers, but, like social media, messages must be concise to be effective. Marketing teams can leverage short message services (SMS) that are text only or multimedia messages (MMS) that can include videos and gifs.
Content marketing lets you personalize your outreach to different prospects and customers as you present your message. The more personalized your content, the more likely it will interest, intrigue, and hold the person’s attention. However, your content must align with your targeted audience’s intent and interest; it must provide some value to drive engagement and conversions.
Types of content can include email copy, landing page copy/layout, infographics, ebooks, business briefs, banner ad copy/design, videos, text messages, commercials, newsletters, press releases, articles, blogs, and digital postcards. Content can (and should) be used across channels, but all of your content should have a consistent voice and message.
SEO and PPC
A good search engine optimization (SEO) strategy optimizes website content (landing pages, blogs, etc.) so that it appears higher and more often in search results, driving traffic to your content. Good SEO results depend on keywords and page optimization. Using researched keywords and long-tail keywords (3+ word phrases) throughout web content will improve SEO and provide the highest results in terms of traffic and conversion. Organically linking from high authority third-party pages is another way to improve page rank and drive potential customers to your content.
Pay-per-click (PPC) advertising refers to paying for each click on a specific link. Search engines and most social media sites offer PPC opportunities. PPC ads will appear in your targeted customers’ and prospective customers’ feeds.
Search engine marketing (SEM) is a type of PPC advertising that can be quite impactful. It involves paying a search engine to show marketing messages (copy) and a link in a prominent position when visitors search on specific keywords.
Website design and marketing
Your website is often the first point of contact potential customers have of your company and your brand. Great web design can promote the consistent branding of all digital assets. It should also make your website more search engine friendly, provide a great user experience, and improve the conversion rate (more clicks, sign-ups, etc.)
Marketers can display relevant advertising on third-party sites to reach more prospects. Such ads can include banners, sidebar boxes, video ads, and interactive ads that link back to one of your websites or landing pages.
Many bloggers and social media influencers are affiliate marketers, as they use their blogs and social media accounts to promote different products and services. It is a performance-based type of marketing. Affiliate marketers earn a commission for promoting certain products. The more visitors and customers these marketers bring in, the more money the affiliate will earn.
Smartphones and smart TVs are great platforms for advertising, but these channels have changed in the last few years. Instead of purchasing ad spots through a TV network or radio station, marketers now focus on services such as Netflix, Hulu, YouTube, Spotify, and others.