Questions that are regularly asked are, which online marketing channels are there? And which channels should I use? The answer to this question naturally depends on the type of service and/or product. It is also important to map out the possible channels. This article provides a brief overview of four commonly used online marketing channels.
Search engine optimization (SEO)
Optimizing the content and structure of websites with the aim of getting more traffic organically into a search engine is defined as search engine optimization. Search engine optimization goes hand in hand with any content marketing strategy, SEO ensures that this content is properly indexed for the search engine.
Successfully applying SEO by: Writing and publishing high-quality and relevant content. This in combination with well-structured websites, through which a visitor can easily navigate.
Search engine advertising (SEA)
Form of marketing in which you as an advertiser pay for the advertisements that are online. A commonly used method is PPC (pay per click). As an advertiser, you pay for every click on your ad or per 1000 impressions (CPM). You can apply this form of search engine marketing via Google Adwords, Google Display Network and Facebook advertising.
Apply search engine advertising successfully by: Ads that are driven by optimized landing pages and combining ads with organic search engine optimization campaigns.
Not successfully applying search engine advertising by: No specific landing pages, and ad text. This refers to very broad campaigns that are used on too broad a target group.
Social media marketing
Another common way of marketing your service or product is through social media. Social media channels used for social media marketing are Facebook, YouTube, Instagram, LinkedIn, Snapchat, and Twitter.
Apply social media marketing successfully by:
Campaigns that focus on specific segments and are linked to relevant trends (and events)
Applying social media marketing unsuccessfully due to:
Regularly conduct (commercial) campaigns on loyal customers and use irrelevant content.
Contentmarketing
Creating interesting and attractive content that your potential customers are interested in is defined as content marketing. Content marketing is usually performed by utilizing a blog on a website. But content marketing also consists of creating and publishing infographics and videos.
Successfully applying content marketing by: Offering content that answers a problem or question. Content that encourages feedback is also often appreciated.
Not successfully applying content marketing because of: Content that provides incorrect information and has no added value. Using keywords unnaturally in a text is also part of incorrect content marketing.
HOW DO I CHOOSE THE RIGHT ONLINE MARKETING CHANNELS?
In the previous section, a number of online marketing channels were discussed. A logical next step is to make a selection of marketing channels that will eventually be used. To choose the right marketing channels, it is important to go through the three steps below.
Set objectives for your online marketing campaigns
Some objectives that are relevant to your organization are:
Creating more brand awareness. If this is your goal then it is interesting to look at social media marketing as an online marketing channel. Social media channels are strong in developing and strengthening brand awareness.
Generating leads, Organizations mainly use online marketing to get in touch with potential customers. Lead generation is therefore a common goal. Online marketing channels that are good at generating leads are:
- Search engine optimization (SEO)
- Pay-per-click advertising (Google search network)
- Display advertising (Google display network
- Email Marketing
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 visitors have visitors. Perfect online marketing channels to achieve this are SEO and content marketing.
Set up your online marketing budget
Mapping out the costs and your budget helps to select the right online marketing channels. Common costs for which a budget must be drawn up are online advertising budget planning, content creation and when creating images and videos.
Map out which skills are needed
Setting up and maintaining an online marketing campaign requires certain skills and knowledge in different aspects and channels. That is why it is important to identify if you have all the necessary skills and knowledge in-house. You can think of development skills for the website, creative skills for the visuals and videos, social skills to approach your target group via social media and search skills to approach your target group via search engine marketing.
ASSESSING ONLINE MARKETING CHANNELS WITH THE AIDA MODEL
Applying the AIDA model to online marketing channels
The AIDA model can be used in several ways. You can use the AIDA model to assess your online marketing channels, for example. Every online marketing channel has its own specialty. That is why some channels are better suited for raising awareness and others for bringing consumers to action.
Awareness
Social media is an example of a typical awareness channel. For example, a consumer becomes familiar with your brand after seeing a (sponsored) Facebook message. If the consumer was already engaged in a purchase process, he or she will quickly move on to the next step (interest). If not? Then that consumer will think of your brand more quickly when he or she starts looking for similar providers. Banners can also have this effect.
Interest
Social media is also important in this step. Especially when there is interaction. If a consumer finds the aforementioned Facebook post interesting, he or she will like, comment on or even share the post. For example, following a Facebook page is also a sign of interest. Other promotions include subscribing to the newsletter or participating in an online campaign. You create this interest by starting specific Facebook campaigns that are tailored to your target group. A logical next step is to create the need to purchase your product from this interest.
Desire
When a consumer feels the need to purchase the product, he or she will use a search engine. Your goal as a company is to be at the top of the search results through search engine optimization (SEO). This can be done by placing good content on your site (blogs, videos or e-books). In addition, you can form partnerships with other pages that are in the search results. Think of deals with comparison websites and guest blogs on successful websites. You can also use search engine advertisements (SEA) to get a place in the results page. It is also good to reach the consumer with sales-oriented banners. This is possible, for example, with Google AdWords and using remarketing banners via the Google Display Network.
Action
As soon as the customer makes a purchase or another type of conversion – filling out a form or requesting a quote, for example – it is important to make this process as easy as possible. Also make good use of SEA campaigns and make sure you can be found for the right keywords (including long tail). As soon as a consumer types in the search query very specifically, the chance of conversion is many times higher. You make this process easier by selling your product in many places, by offering enough information on your website and by having clear product pages. Good webcare, fast service via the internet as social media to your customers, can also make a purchase
Conclusion
The AIDA model shows that traditional marketing models are still relevant when setting up and executing an online marketing campaign. So do not focus on the latest online marketing techniques and occasionally look at the proven theories of traditional marketing, because there is still a lot to learn from them.
