How to Pick the Right Digital Distribution Channels?
The field of digital marketing has opened a window of opportunity for marketers to promote businesses on a broad range of digital marketing channels. But, what is a channel? This is a platform that you can use to promote your marketing message to an audience of your interest. Digital channels include platforms such as websites, social media, paid search, organic search, display ads, email, and social media. With all these channels at your disposal, it is critical to know how to choose the right one lest you not achieve your marketing purpose. Here is a guide on how to pick digital distribution channels:
1. Understand the types of marketing activities
Are you aware of the various online marketing genres that exist? If you don’t, it is time you know about them! Well, you do not need to go into the nitty-gritty of these digital marketing activities, simply knowing which ones are trending will suffice. Among them are email marketing, search engine optimization, and the use of influencers on social media, among others. When you are an entrepreneur, you need to have a vast knowledge of these activities if you want to captivate a wider audience. The reason why you should know and understand these marketing strategies is to reduce your risk of getting duped by marketing agencies.
In all honesty, digital marketing is currently the most effective advertising plan and has the potential to elevate your business to a whole new level when well implemented. But you need to have an elementary knowledge of the tasks involved so that you can also decide which strategy will work for your business. You can know what trending is by reading business magazines and attending tech conferences where these issues are discussed at great length.
2. Know the costs involved
Once you understand these strategies, it is pertinent that you also know how much they will cost you. Having an estimated cost in mind helps you develop a well-rounded budget for your planned marketing expenses. While you can execute online marketing for free, you need to put in more effort and time to compensate for the zero cost. Suppose you have a lot of time in your hands, you should explore this approach, but you need to ensure that your time is well spent. Remember that you should not spend time on activities that are counterproductive as it would be detrimental to the success of your business. Should you bring on board an online marketing agency, they will give an estimate of how much would be required to help you plan expenditures accordingly.
3. Define your goals and objectives
Digital marketing is broad in terms of the activities involved. To stay clear about what you want to accomplish, you need to have distinct goals and objectives before diving into this kind of marketing. If you can establish these aims, you will choose the appropriate digital marketing activity with ease and accelerate your execution plan. If your goal is lead generation, for example, you could leverage social media marketing, online advertisements, and a content-based lead funnel.
When you desire expert positioning, activities such as blogging and content marketing will work wonders for your business. Suppose you aim to build the reputation of your brand, you need to use online ads accompanied by search engine optimization, and social media marketing. It is only through understanding these kinds of goals that get to choose the appropriate digital distribution channel.
4. Determine your budget
Knowing how much you intend to send to pursue various campaigns is critical in selecting a digital distribution channel. You need to conduct thorough research to figure out what activities need to be funded. Your budget ought to be spread around obvious functions such as paid advertising budgets, fees for digital marketing, budget for videographers, photographers, and graphic artists, and fees for content creation. You should not forget that you get what you pay for.
Therefore, whatever you factor in your budget has to produce the best possible results, or else you will have failed in your plan. The idea is, to begin with, the budget-friendly activities as they will help you build up momentum for the heavily funded projects. It is important to note that if you intend to keep a low budget, whatever campaign you will be doing will require more time to roll out. At the same time, it will take some time before you can realize the effects of your campaign. Therefore, budget wisely!
5. Understand your audience
Before you launch any campaign, you first need to understand your audience so you roll out something that will catch their interest. To know who your target audience is, you need to conduct market research to unearth information that will let you know how to structure your campaign. Some of the crucial information that you need to have is the demographic information of your audience such as where they spend their time online, the content that they like, the list of activities they take part in online, their interests, and hobbies.
But for you to have access to this data, you need to leverage competitor research tools. These tools will let you identify who your competition is in the competitive market. Once you know who your competitors are and identify their marketing strategies, you will find lucrative information about your target audience that you both share.
6. Establish your available talent
To maintain your digital marketing campaign, you will need to have skilled workers with a piece of specific knowledge about the different dimensions of your distribution channel. Once you know what you have in the house, you can establish whether you need to outsource more manpower. Well, if you do, you might need to partner with the Canada PEO particularly if you have moved your operations to this part of the world.
You will require professionals with development skills to tend to your web page development and design and people with creative skills for content creation and visual appeal. You might also require talented employees in search and social skills for search marketing and customer engagement respectively. A PEO is the only organization that will get you, such seasoned employees, to work with. To add icing to the cake, a PEO will co-hire these professionals with you so that you split any potential risks that may arise in the course of doing business. These service providers will also ensure that you do not have to set up a legal entity to hire workers in Canada. Such assistance will save you money and allow you to focus on the core business functions.
7. Competitor benchmarking
This strategy is aimed at comparing yourself against your competitors. Through benchmarking, you can tell when your competition is winning or struggling which is important to evaluate your strategy. With the right team at your disposal, you can figure out what channels your competitors may be using and whether their channels are providing them with the much-needed traffic on their sites. Should you find that their channels are working, you need to quickly adapt them to have a chance to compete with them.
So how can you achieve this? First, you need to perform thorough industry research for your competitor’s rate metrics. Once you locate these metrics, you need to reach your competitors through the use of key target keywords. You can search these words on tools such as STAT which will provide insights on Top Ten and SoV Domains. The next step is to develop a report about the identified metrics followed by a thorough analysis of the same. With this information, you will be able to position yourself accordingly and gather the customers that you need.
8. Measure your channel’s performance
Once you have launched your strategy, it is pertinent to have a plan to measure its performance to assess whether it is achieving your desired goals. There are a handful of success indicators that you need to look out for include lead generation, immense brand awareness, sales generation, and customer traffic and education. Should you be unable to observe these indicators, you need to rethink your strategy immediately.
This is because chances are that you might be wasting a lot of time and resources. At the same time, your competitors with a well-thought-out digital channel may be winning over you. Hence, purpose to measure your strategy as many times as you need to be sure that you are on the right path.
Technological growth accompanied by the emergence of the COVID-19 pandemic has people moving towards digital marketing. At the moment, there are also numerous customers online than any other places hence the need to follow them there. Given that there are also numerous channels to reach out to them, it has become difficult for people to choose the right platforms.
If you have found yourself in this situation, you need to first know what marketing strategies there are, understand the costs involved, define your goals, set your budget, and know your audience. You also need to assess whether you have the right talent for the job and set up a success measurement plan. With these eight tips, you have no reason not to prosper!
About the author
Peter Palladino is from America and he is economics for several companies in Arizona. His specialty business communication and localization, so it is a very specific niche that a lot of people are interested in it. Peter is interested in augmentative communication, community capacity building. Peter is married to Kristina and has two boys.