The 6 Digital Marketing Channels to Prioritize in 2024

Although it’s hard to announce winners or losers during the pandemic, certain industries have benefited from changes in consumer habits.

eCommerce has grown quite a lot during this time, specifically within the Food & Drinks, Health & Fitness, Home & Garden, and Beauty segments. This is the result of accelerated digital transformation.

Marketing is no exception, with many in-person events and conferences being canceled, marketers are forced to adapt their digital strategy.

The importance of digital marketing for small businesses

People are now more connected, online at least, than ever before. More digital platforms and services continue to emerge, which is why having a digital marketing strategy is important for small businesses. Especially during a time where more people are at home and seeking convenient, customer-centric, and cost-effective solutions.

Even if your business does not sell products online, you should still utilize digital marketing as part of your communications strategy. The best way to leverage digital channels is by fine-tuning them to meet your business goals. Digital can be an inexpensive and focused method for reaching customers, but it can also be a money-pit if not approached strategically.

What is the most effective marketing channel?

The following are some of the best digital marketing channels to start using during and post-pandemic.

1. Organic search

When a user enters words into their favorite search engine and gets presented with different links leading to relevant content, it is called organic search. And if that user decides to click on one of the links, it is called organic traffic. For example, there are many people interested in learning about different things, and people’s interest in tutorials has increased by 72% during the COVID-19 pandemic.

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To leverage organic search, create content, sales pages, and product descriptions around terms your target market researches. Look at who currently ranks for the terms you want to rank for and adapt those features to your own website. Answer specific questions, provide in-depth resources, and offer a better overall experience to quickly surpass the competition.

2. Social media

Research conducted in May 2020 shows that 42% of social media users spend more time on social media during the COVID-19 pandemic. Some popular platforms include Facebook, Instagram, Twitter, LinkedIn, and YouTube. When people check their favorite social media pages, they might see a post about your company, products, or services with a Learn More link.

To build social media traffic, create frequent and engaging content. Stay in touch with your audience by providing exclusive promotions, reaching out to those who engage the most, and highlighting your social channels on your website. Consider running paid ads on social channels as well, targeting specific niches and complementing your message with search advertisements.

3. Email marketing

Email traffic is generated by outbound email campaigns and email interactions. About 44% more emails are being sent during the COVID-19 pandemic. Leverage your email list by testing and refining your communication. Your subject lines, introductions, and email length can make the difference between a conversion and an unread message.

4. Referrals

Referrals represent traffic referred from one website to another and provide a great opportunity to turn one-time visitors into loyal clients. Provide sharable promotions and benefits to your loyal customer base, and consider partnering with other businesses to cross-promote and tap into a complementary audience.

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5. Paid search

Paid search marketing includes Pay-Per-Click, GeoMarketing, GeoFencing, banner ads, social media post boosts, and more. Invest some of your marketing money into paid advertising, starting small and testing different ad copy, landing pages, and targeting to find the most cost-effective mix. Gradually optimize your paid ads based on actual results to make it more effective than traditional advertising.

6. Affiliate programs and third-party resellers

Use affiliate programs and third-party resellers like Etsy, Rakuten, Amazon, and eBay to showcase your products and services on established platforms and gain visibility, credibility, and additional sales.

Which marketing channel is most important?

Each digital marketing channel is important in its own way. Determine which channel makes the most sense for your business by starting with a market analysis and considering your customers’ preferences. Set specific goals, key performance indicators (KPI’s), and budgets for your digital marketing efforts. Start now because digital marketing and communications are here to stay and quickly becoming a priority.

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