With so many marketing channels available, it isn’t easy to know where to start. Where and how do you spend your marketing budget? How to choose the right marketing and advertising channels?
One of the significant challenges for SMBs is choosing their marketing message’s right channels. With so many options available, your possibilities are endless. It isn’t easy to know where to start, given the massive growth of online media in recent times. And many SMBs can’t afford to hire a team of full-time marketers or a specialist in a fancy office building.
So how does one find a way through the clutter? With the right strategy, you can market to your potential customers with the right message through the right channel at the right moment.
Choosing the right advertising media and marketing platforms can help businesses determine which medium will best help them accomplish their goals and improve ROI.
Terms I use in this post, like advertising media, and marketing channels may sound fancy. They are simply the variety of platforms and tactics you can use to communicate with potential customers and consumers.
Any method you can use to make your products, promotions, and services grab your target audience’s attention is your own best strategy. Because what works for one company may not work for others.Digital marketing channels offer today's business owners multiple opportunities to get their names and messages out in front of many people who may be potential customers. Click To Tweet
If you’re starting or have recently launched your business, it’s apparent that you don’t have millions in your advertising budget. In most cases, business owners who are bootstrapping their business start with a shoestring budget. They try to master all the options themselves. Although this is not extremely hard to do (since you can Google it), it is also the fastest way to get frustrated. There are many options open to business owners today. Your company can take advantage of a various mix of channels (from search engines, video Ads to social media platforms) to meet the right people in their target demographics.
Digital marketing channels offer today’s business owners multiple opportunities to get their names and messages out in front of many people who may be potential customers. However, the vast number of options can be overwhelming. Study the pros and cons of each channel mentioned below before making a time and budget commitment.
This post goes over the most effective marketing strategies for small businesses today to reach the right people in their target audience. With these guidelines, we help you choose which ones are best for your business specifically.
Being thoughtful about your approach in determining the most appropriate channels will not only save valuable time but will save money, and you’ll come across as more authentic and effective. Selecting appropriate methods is as important as the content you share. It’s helpful to know how you’re performing with the solutions you currently have in place and score potential options before investing.
Below are some advertising and marketing channels available to you today.
Consider which newspaper/magazine you want to place your advert. Think about your target audience and the publications they are most likely to patronise. The newspaper or magazine ad should be such that it should compel people to spend money on your products or services. According to this post, in 2019, magazine advertising spending was worth an estimated $15.6 billion.
Radio and Television Advertising
Various studies have shown that combining radio and television can help advertisers reach audiences, not achievable with only one medium. Customers who consume the same adverts on TV and radio have a higher ad recall than those who only saw it on media.Choosing the right advertising media and marketing platforms can help businesses determine which medium will best help them accomplish their goals and improve ROI. Click To Tweet
Billboards (Static and Digital)
Static billboards are the traditional style billboard, and digital billboards are electronic displays controlled remotely by computers. They are taking the outdoor advertising experience to a whole new level. You see them in places like airports, indoor arenas, shelters and kiosks, etc.
These are the materials developed by a business to help boost the sales process. Companies develop sales collateral to move prospective buyers through the entire sales process. For instance, you can design corporate brochures to spread awareness of your company. They include any printed or electronic materials that support the sales process. These are materials you give prospective buyers.
This marketing tactic involves exhibits, displays, presentations, or gatherings to showcase your company’s product, services, or causes. You can host events in-person or online thanks to live-streaming capabilities. They are a cost-effective way to roll out new products or services. You can get patronage on a new product much quicker when you have a live, captive audience to showcase it. And it can come in at a much lower cost than going through traditional media.
Trade Shows and Trade Fairs
Trade shows are events organised to assemble members of a particular industry to exhibit their latest products and services. They usually take place in convention centres in larger cities and last several days. Companies in a specific industry can showcase their latest products and services, meet with industry partners and customers, study rivals’ activities, and examine recent market trends and opportunities. They offer tremendous marketing and advertising opportunities.
An incentive program promotes or encourages specific actions or behaviour by a particular group of people during a defined period. Companies use incentive programs to attract and keep customers.
It is a type of direct marketing delivered physically to a prospect’s mailbox through the postal services or other couriers or delivery services.
It is more challenging to attract a potential customer on the phone because it easier for them to say ‘no’ or hang up. Therefore, most experienced sales professionals find it easier to negotiate face-to-face.
These are a collection of web pages and related content identified by a common domain name and published on at least one web server. Today, the Internet comprises billions of websites created by individuals and organisations for various reasons. A website is a necessity for businesses that seek to succeed in this digital age.Search engine marketing aims to get traffic and visibility from both organic and paid search. Click To Tweet
Blogs are a type of website. The only actual difference between a blog and other website types is that blogs are updated often with new articles. While there are countless blogs globally, there are far fewer ones generating any actual income.
Social Media and Social Media Marketing (SMM)
Social media is interactive digitally mediated Web 2.0 technologies that facilitate the creation or sharing/exchange of information, ideas, career interests, and other forms of expression via virtual communities and networks. SMM uses social networks to connect with your audience to build your brand, increase sales, and drive website traffic. The major social media platforms today include Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat.
This is sending commercial messages via email. An email sent to an existing or potential customer is email marketing if it uses email to send adverts or solicit sales or donations. It is a digital marketing strategy based on sending emails and developing relationships with prospects and customers. It is one of the most effective marketing channels, beating out social media, SEO, and affiliate marketing.
A newsletter is any electronic or printed report containing news concerning a business’s activities or an organisation sent to its members, customers, employees, or other subscribers. Newsletters contain one major topic of interest to their recipients. It is used to communicate regularly with your subscribers, delivering the information you want in your email boxes. These messages can contain simple text or a structure composed of images and formatted text.
Mobile marketing is a technique focused on reaching a specific audience on their smartphones, feature phones, tablets, or other related devices through websites, E-mail, SMS and MMS, social media, or mobile applications. In recent years, customers have shifted their attention and money to mobile, and companies need to follow suits. According to this article, over 62% of people made a purchase on a mobile device. Only a third of consumers used both a mobile device and a desktop for the same purpose, and 80% of consumers used a mobile phone to research products and prices.
Search Advertising/Search Engine Marketing (SEM)
Search engine marketing is marketing a business using paid advertisements on search engine results pages (or SERPs). It is a digital marketing strategy to increase the website’s visibility in search engine results pages (SERPs). The significant difference is that Search Engine Optimisation (SEO) focuses on optimising a website to get traffic from organic search results. Search Engine Marketing (SEM) aims to get traffic and visibility from both organic and paid search. Search engine marketing, or SEM, covers both search engine optimisation (SEO) and paid search, also known as PPC (pay-per-click) or CPC (cost-per-click). SEM still refers occasionally to paid search with a minor emphasis on SEO, but that’s even rarer than using the term correctly.
We use web conferencing as an umbrella term for various online conferencing and collaborative services, including webinars, webcasts, and web meetings. A webinar (or web seminar) is a live online conference or presentation. They are interactive, usually via webinar software.
There you have it. This is how to choose the right marketing and advertising channels for your business. If you have questions, contact us or send a tweet @ademolaabimbola or @mauconline. Bye for now!
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