This post describes 5 popular marketing channels. Choosing the right marketing channel is crucial. As the late media analyst Marshall McLuhan said, “The medium is the message.”
The full term for SEO is search engine optimization. A site’s usability, relevance and authority are key to getting a good SEO ranking. This can be free traffic, or you can hire a SEO consultant to boost the webpage ranking.
Pros: Consumers looking for information will arrive at your website with least resistance. Most clicked on if your website ranks top of the page.
Cons: Need at least 3 to 6 months to see actual results. A monthly cost is involved for an SEO consultant. Do thorough research to find a good SEO company, as an irresponsible one could do damage to your site.
Most businesses now have a Facebook page. Do you need one? It will depend on your customer demographics and nature of business. If the marketplace you deal with isn’t using social media, there’s no point in being there. (Source)
Pros: There are over 1 billion users on Facebook and when a post is shared by a lot of people, your webpage will generate lots of traffic. When you added a backline in Facebook, your SEO will also get a boost.
Cons: Need constant updates to be effective. Reputation management is also important. What you post will reflect what your business stands for. You’ll need to frequently review the comments on the page if your Facebook page becomes popular.
-> Facebook Advertising is a paid platform. Having good visuals attracts user clicks. Compelling copy and a clear call-to-action button will boost your click-through rate.
3) Video marketing
There is a lot of demand for videos. They are entertaining yet informative. High production value and good content is needed to capture audience interest. The latest trend is to distribute video on Facebook.
Pros: Very high audience interest. Entertaining. It’s good for engagement and customer retention.
Cons: Need time and effort to think of good content and translate it into moving images. Need to scout for venues, talents and crew. If you have expertise, cost can be kept to a minimum.
An ebook is an electronic version of a printed book that can be read on a computer or a specifically designed handheld device. (Source) Sales of ebooks are gaining momentum to overtake traditional books. More and more authors are choosing to publish their works in an ebook format rather than printing a physical book. Consider hiring a good editor and designer to make the book look professional.
Pros: Low cost. More downloads if it is a free ebook. Good for businesses looking to raise their profiles.
Cons: Depending on the length of the ebook, it will take time to prepare and format the book. This probably will not have a huge impact on your sales. This is more for brand building and awareness.
5) Mobile Marketing
This is the latest trend in digital marketing. More and more people are using mobile to go online, and are downloading apps. The opportunity presented is enormous. Prepare your website for mobile to gain more views.
Pros: Mobile marketing is a relatively new marketing strategy. It is fast gaining momentum as more people search for products and services through mobile. The playing field is level as both big and small companies learn how to use this marketing platform. It’s convenient to pay for products or services when the payment mechanism is the SIM card. Mobile wallet is popular in developing countries. Creating a mobile app that helps solve a problem or fulfill a particular need will encourage more downloads from mobile users.
Cons: There are different screen sizes, operations and browsing among mobile phone. Ad campaign needs to be targeted according to different platform, thus testing budget needs to be bigger.
Mei Ping is the founder of Joucads Communications. She obtained a BA(Hons) in Advertising Design in Lasalle College of the Arts and has 17 years of work experience in the Arts/Creative field. She started building websites since 1998. As the internet landscape keep evolving, she picked up her digital marketing skills when she becomes an affiliate marketer in 2014.
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