Which Online Marketing Channel is Right for Your Business?

There is more to online marketing than social media. At first glance social media may appear to be an easy and free medium to use and to promote your business or products. But beware, social media followers, likes and +1s alone do not equate to sales. Many small businesses overlook viable online marketing channels in an effort to cut marketing costs, however in doing so they also eliminate channels that may be more aligned to their overall business objectives.

So, which online marketing channels are right for your business? Below is a brief description of various online marketing channels that could enhance your marketing strategy.

Content Marketing

Content marketing is a term that is creating much buzz among the who's who of online marketing. However, it is truly quite simple. Create quality content and they will come. The idea is that if you create quality content that is relevant and helpful to your customers they will come to your site, you will build credibility and brand loyalty. As an added bonus your content can be shared through your company and personal social media pages (with the hope that your followers will do the same). Google also loves quality content. If you are creating and sharing content that helps consumers solve a problem or answers a commonly searched question you are sure to increase your rank and authority on Google SERPs. Content comes in many different forms, blogs, videos, podcasts, infographics, images, etc.; choose the format that is the most engaging and best fits your message.

Search Engine Marketing (SEM)

Search engine marketing can be very effective and inexpensive when your efforts are strategic and well researched. If you know your target audience and their online shopping patterns SEM will allow you to you target them directly. Search engines allow you to advertise to your target audience by bidding on keywords that reflect your product type; the higher your bid and quality score, the better your placement. Studies have proven that the higher you show up on SERPs, the higher your click through rate will be. The benefit of SEM is that, if your campaigns are implemented properly, you are likely to attract qualified, in-market traffic to your website who will be more primed to make a purchase.

Search Engine Optimization (SEO)

Search Engine Optimization is imperative for all websites. To boost your organic ranking it’s a must that your site is optimized for search, that means that all of the proper meta data is in place, no unused javascript is bogging down your pages and your robots.txt file is up to date, among other things. Optimized onsite SEO will allow Google and other search engine crawlers to index your sites content and serve it up for the appropriate keyword searches. Content marketing is also a form of SEO, if you are strategically building your content to capitalize on keywords for which your target audience is searching this will also increase your rank.

Display Advertising

Display advertising is an oldie but goodie that continues to reinvent itself. Remarketing is a popular trend in display advertising, it targets consumers who have already been to your website and may just need a reminder to guide them through the purchase funnel. Google has introduced a tool called Dynamic Remarketing that not only allows marketers to display ads to consumers who have visited their site, but in the case of ecommerce websites, with Dynamic Remarketing a company can display specific products that were viewed by the user when they were on the site.

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