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Questions we are regularly asked are: which online marketing channels are there? And which channels should I use? The answer naturally depends on the type of service and/or product. It is also important to map out the possible channels. This article offers a concise overview of four commonly used online marketing channels.
Optimising the content and structure of websites with the aim of attracting more organic traffic from a search engine is defined as search engine optimisation. Search engine optimisation goes hand in hand with every content marketing strategy; SEO makes sure this content is indexed correctly by the search engine.
Applying SEO successfully by: Writing and publishing high-quality, relevant content. This in combination with a well-structured website that visitors can navigate easily.
Applying SEO unsuccessfully by: Keyword stuffing: making a keyword appear unnaturally often on a page. Using duplicate content: using content from another website (unchanged) without a canonical tag.
A form of marketing in which you as an advertiser pay for the ads that are shown online. A commonly used method is PPC (pay per click). Here you as an advertiser pay for every click on your ad, or per 1,000 impressions (CPM). You can apply this form of search engine marketing through Google AdWords, the Google Display Network and Facebook advertising.
Applying search engine advertising successfully by:
Ads driven by optimised landing pages, and combining ads with organic search engine optimisation campaigns.
Applying search engine advertising unsuccessfully by:
Having no specific landing pages and ad copy. This refers to very broad campaigns aimed at an overly broad target audience.
Another commonly used way of marketing your service or product is through social media. Social media channels used for social media marketing include Facebook, YouTube, Instagram, LinkedIn, Snapchat and Twitter.
Applying social media marketing successfully by:
Online marketing campaigns that focus on specific segments and are linked to relevant trends (and events)
Applying social media marketing unsuccessfully by:
Regularly running (commercial) campaigns aimed at loyal customers and using irrelevant content.
Creating interesting and appealing content that your potential customers are interested in is defined as content marketing. Content marketing is usually carried out through a blog on a website. But content marketing also includes creating and publishing infographics and videos.
Applying content marketing successfully by: Offering content that answers a problem or question. Content that encourages feedback is also often appreciated.
Applying content marketing unsuccessfully by: Content that provides incorrect information and adds no value. Using keywords unnaturally in a text is also part of poor content marketing.
The previous section discussed a number of online marketing channels. A logical next step is to select the marketing channels that will ultimately be used. To choose the right marketing channels, it is important to go through the three steps below and then determine your online marketing strategy.
Some objectives that are relevant to your organisation are:
Creating more brand awareness. If this is your goal, it is worth looking at social media marketing as an online marketing channel. Social media channels are strong at developing and strengthening brand awareness.
Generating leads. Organisations mainly use online marketing to get in touch with potential customers. Generating leads is therefore a common objective. Online marketing channels that are good at generating leads are:
Creating traffic. Not every website sells products or services. Of course there are also websites that mainly share information and free products such as online marketing templates. Many of the users of such sites are publishers whose revenue model is based on display advertising. To generate revenue through display advertising, it is important that your website has visitors. Perfect online marketing channels to achieve this are SEO and content marketing. A great first step is an SEO scan of your website.
Mapping out the costs and your budget helps you select the right online marketing channels. Common costs that need a budget include online advertising budget planning, content creation, and creating visuals and videos.
Setting up and maintaining an online marketing campaign requires certain skills and knowledge across different aspects and channels. That is why it is important to identify whether you have all the necessary skills and knowledge in-house. Think of development skills for the website, creative skills for visuals and videos, social skills to approach your target audience via social media and search skills to approach your target audience via search engine marketing.
Applying the AIDA model to online marketing channels
You can use the AIDA model in various ways. For example, you can use the AIDA model to assess your online marketing channels. Every online marketing channel has its own speciality. That is why some channels are better suited to creating awareness and others to getting consumers to take action.
Awareness
Social media is an example of a typical awareness channel. A consumer becomes familiar with your brand, for example, after seeing a (sponsored) Facebook post. If the consumer was already in a buying process, they will quickly move on to the next step (interest). If not? Then that consumer will think of your brand sooner when they start looking for similar providers. Banners can have this effect too.
Interest
Social media also matters at this step. Especially when there is interaction. If a consumer finds the Facebook post mentioned earlier interesting, they will like it, comment on it or even share it. Following a Facebook page, for example, is also a sign of interest. Other actions include signing up for the newsletter or taking part in an online campaign. By launching specific Facebook campaigns tailored to your target audience, you create this interest. A logical next step is to turn this interest into the desire to buy your product.
Desire
When a consumer feels the need to buy the product, they will use a search engine. Your goal as a business is to appear at the top of the search results through search engine optimisation (SEO). You can do this by publishing good content on your site (blogs, videos or e-books). You can also form partnerships with other pages that appear in the search results. Think of deals with comparison websites and guest blogs on successful websites. You can also use search engine advertising (SEA) to secure a spot on the results page. It is also good to reach the consumer with sales-focused banners. You can do this, for example, with Google AdWords and by using remarketing banners via the Google Display Network.
Action
As soon as the customer moves on to a purchase or another type of conversion – filling in a form or requesting a quote, for example – it is important to make this process as easy as possible. Make good use of SEA campaigns too, and make sure you can be found on the right keywords (including long tail). When a consumer types in a very specific search query, the chance of conversion is many times higher. You make this process easier by selling your product in many places, offering enough information on your website and having clear product pages. Good webcare, fast customer service via the internet and social media, can also bring about a purchase.
The AIDA model shows that traditional marketing models are still relevant when setting up and running an online marketing campaign. So don’t fixate on the latest online marketing techniques, and look at the proven theories of traditional marketing from time to time, because there is still a lot to learn from them. Start your online marketing strategy with us!
