Identify the Right Digital Channels Suitable for Your Company

Not every digital marketing channel available to your business will benefit you. It all depends on your marketing goals; target audience, resources, budget, industry, and competition. The simple question is, what are your marketing goals? Some decisions are more obvious than others for most businesses like having a responsive, active website and a social media presence.

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Before choosing digital marketing channels for your business, you must understand your primary objectives, audience, competitors, and budget. Different channels will give you different results. Your goals should guide your choices. To choose the right digital marketing tool for your business, first, consider the essential elements of a comprehensive marketing plan. Then narrow it down to the suitable digital tools needed.

What to consider when selecting your digital marketing tool;

1. Understand your objectives

To be successful, you must know where your business is heading. You can start by setting strong marketing goals that are specific, measurable, attainable, relevant, and timely. Your goals will lead you to choose the right channels for your business. Your goals have an important say in your choice of digital marketing channels.

You need to identify your business needs and formulate long-term and short-term goals. For example, is your long-term goal is to increase revenue by 20% in the next two years, then you should also have short-term goals like increasing your website traffic in 3 months.

2. Keep an eye on your target market

One of the factors to help you decide where to spend your marketing budget and resources is your target audience. If you are unsure about which channels your target audience prefers, do some market research to learn more. Try to know where they spend their time online, what topics and contents are they interested in, and how do they consume online content, etc. You can always look at your direct competitors to know more about your target market.

3. Define your budget allocation

Your marketing budget will play a big role in which digital channels you will choose to use. Some options are more costly than others. Always consider the channels that will return your investments. Generally, the more you spend on marketing, the more success you will have. If you invest more upfront the results will be seen faster, if you invest in bits, the results will also be seen later. Budget allocations may include the following:

• Fees for digital marketing manager and staff
• advertising budgets
• Payment for content creation services
• Fees for graphic designers, photographers, and videographers

4. Study your competitors

When studying your competitors, consider looking for gaps, where they are not spending time and money. If there are plenty of opportunities there use them to your marketing advantage and grow your audience. You can also identify the different marketing channels your competitors are using and try your luck, if they have been successful to them more than what you are using, go to where they are and catch up.

The common and effective digital marketing channels to select from;

Content marketing

Content marketing is a channel every marketing team should use to build a robust online presence and authority. Every successful business needs a website. The way people find your website online is through quality content. By giving consumers exactly what they are looking for, addressing their pain points and challenges will make you gain authority, increase traffic to your website, and generate quality leads.

Email marketing

Email marketing is an effective channel for building trust with people by developing genuine relationships. It is economical and allows you to personalize content. It is easy to track how your emails perform and conduct tests to improve your open and click-through rates. Email marketing is a great way to nurture leads and sell successfully.

Social media marketing

Social media is useful for researching and understanding your target audience. Use the demographic data available to businesses on Facebook, Twitter, and LinkedIn. Consider placing targeted advertisements to get in front of a bigger audience and generate leads.

By speaking with followers through chats or replying to comments on posts, you can build genuine relationships with potentials and current customers. With social media, you can spread content fast. If people love your content they will expand your reach by sharing it with their friends, family, and followers.

Search engine optimization (SEO)

Almost all people using the Internet are familiar with it and are making use of search engines to look for anything that they want to know. Approximately 93% of online experiences happening to people begin by using a search engine. People use search engines to look for information about a brand, product, or service, and other users try to find a local business to satisfy their needs. SEO involves several activities like keyword research, making use of on-page and off-page optimization, linkable assets creation, organic link building, and other related activities.

Mobile marketing

Another modern option for digital marketing is communicating with people through mobile devices like smartphones and tablets. Reach out to people by text, email, your website, or an app. If you want to add mobile to your digital marketing plan, make sure your website, advertisements have a responsive design. If you send out SMS messages or develop an app, ensure they are mobile-friendly. Creating an engaging user experience for your consumers should be your priority.

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When establishing a Digital Marketing Campaign for your business, you cannot rely only on a single resource to generate all the results you want. While each of these digital marketing channels has its strengths, they also have its weakness such as being inappropriate for specific audiences and business functions. The best way would be to rely on combining these tools and channels and making use of what they offer.

Mombasa, Kenya.

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