Even though Field of Desires is one of my favorite movies, the saying “If you build it, they will come” unfortunately doesn’t apply to content marketing and advertising. Too often, we forget that will content marketing consists of two separate words — content and marketing. Creating content is usually the most fulfilling and enjoyable part of a marketer’s job but , distributing that content is just as important.
In the end, if no one sees your content, they definitely won’t arrive.
This is why it’s vital that you understand marketing channels and which ones you should use to influence your content marketing goals. In short, marketing channels are the different tools and platforms you utilize to communicate with your audience. While the decision to use specific channels should come from your audience insights, it’s essential to understand different channels’ value.
In this post, we’ll discuss different marketing channels to consider using that will amplify your reach, resonance, and income, all while prioritizing exactly what matters most: your customers.
1 . Word of Mouth Marketing
70% of consumers say that trusting a brand is more important today than ever before. Unfortunately, consumers also believe in brands and the paid content they create less than ever before. So , what’s a online marketer to do when the very individuals they need to persuade don’t rely on them? They need to rely on their particular customers’ recommendations of their brand name to inspire other customers to help make purchases, also known as word-of-mouth advertising.
People trust various other consumers over marketers due to the fact marketers have an agenda. These people promote their products and services to create sales, but customers is only going to rave about a product or service if this truly benefits them. Should you be skeptical, consider the following study findings:
- Consumers report that a person like themselves (another consumer) is 14% more credible than a brand employee.
- 39% of consumers build trust in a brand from peer-to-peer conversations than 23% from a brand’s paid advertising.
- 9 out of 10 customers read reviews when making buying decisions.
Word-of-mouth marketing does not just have to be a face-to-face discussion, though. Satisfied customers will certainly post about you on-line, tell their roommates they will like your service, and keep positive reviews on your product pages. Only one of those examples involves an actual, in-person conversation, however they all include consumers vouching for your brands’ credibility plus authenticity to inspire others to purchase your products.
You are able to encourage this type of marketing by creating a customer experience that will meets your audience’s requirements and providing top-notch customer support. In other words, you need to serve your own customers’ needs before your own.
2 . Podcast Marketing
55% of the U. H. population aged 12 and above listened to podcasts, plus 37% listened in the last 30 days for an average of six hours per week. The requirement for audio content has exploded, so it’s worth considering podcasts to meet your market where they already are.
Featured Resource: How to begin a Podcast For Your Business
Not only is requirement high, but podcasts and their hosts can help you develop a unique relationship with your viewers as episodes feel speaking and share a more human aspect of your business.
Podcasts also create more opportunities with regard to interaction, as customers aren’t restricted to listening while staring at their phone screen. For instance , your ideal listener may play an episode in their car during their morning travel, while walking their canine, and while they’re cleaning their residence.
According to researchers in the neuroscience field, storytelling is among the best ways to capture interest and resonate with customer emotions. The human brain is designed to crave, seek out, plus respond to a well-crafted story — that’ll never alter.
3. Email Marketing
Wasn’t email supposed to die this year? Plus last year? And the year before that? As much as marketing gurus claim the final nail associated with email’s coffin is forthcoming, the data says otherwise. 91% of American internet users in 2019 used email, plus Statista predicts that worldwide email usage will grow to 4. 48 billion users in 2024, a 580 million increase through 2018.
Encouraging customers to subscribe to your online magazines is a great way to keep them up dated with your latest news and stories. And, since it takes an average of six to eight touchpoints to create a qualified sales lead, encouraging people to subscribe to your emails will generate more prospective customers and revenue for your company.
While you may only associate email marketing with news letters, you can use it to send personalized communications to your target audience, promote time-relevant content like item launches and sales, plus nurture leads. Also, email is an owned media funnel — nobody is dictating when, how, and why you can contact your leads (but keep in mind that customers will certainly unsubscribe from oversaturation).
Featured Resource: Email Marketing Planning Template
four. Social Media Marketing
3. 6 billion people worldwide were using social media in 2020, and Statista predicts this number will grow in order to 4. 41 billion within 2025. So , chances are, your customers are already on social media, meaning that it is an essential channel for your marketing efforts.
Consumers report using social media to flee everyday life, entertain themselves, connect to friends, and interact with the businesses they enjoy. Marketers make use of social media to generate brand awareness, foster relationships with their audiences and advertise their products.
A large number of social media platforms may make it a daunting channel to leverage. Still, the helpful aspect of social media is that each platform offers different, special audiences ready and able to interact with your content.
As mentioned above, these users furthermore use social media for different purposes that likely align with your marketing goals, such as researching brands and items of interest. Granted, using most of the platforms requires a significant amount of daily effort, but it will undoubtedly pay off:
- 73% of internet marketers say that social media marketing is effective for his or her business.
- Instagram advertisements have the potential to reach 928. 5 million users.
- Twitter ads are 11% more effective than live-TV ads during live events.
- TikTok’s average engagement rate across all follower amounts is higher than both Instagram and Twitter.
All in all, if you take you a chance to create a social media strategy which is tailored to each of the platforms you use, you’ll likely find success on the channel plus meet your audience exactly where they are.
Showcased Resource: Social internet marketing Course
5. Search Engine Optimization (SEO) Marketing
Search engines are probably the best marketing channel for acquiring attention. In fact , search engines like google are the primary source of breakthrough for new products and services among every internet users. This has big ramifications for businesses using the approach for advertising, especially since individuals make 89, 144 searches on Google per second.
Search engines are also one of the best converting marketing channels. Considering that people actively search for answers to their questions and solutions to their problems on Google, they are likely to download your provide or sign up for a free trial if you can provide them with what they are looking for.
This means that customizing all of your business’ existing stations will likely bring traffic and increase conversions. While a web site may be your first thought when optimizing for SEO, this applies to your YouTube route, Google Maps Google My Company profile, your blog, and even your own podcast episodes.
To create a thriving organic presence online, consider implementing the pillar-cluster model into your weblog. Using this strategy, you’ll build a single pillar page that delivers a high-level overview of a subject and hyperlinks to bunch pages that delve into the topic’s subtopics. This signals to Google that your pillar page is an authority on the subject.
Hyperlinking all of the cluster web pages to the pillar page furthermore spreads domain authority across the cluster, so your cluster pages get an organic boost if your pillar page ranks higher, and your cluster pages may even help your pillar pagerank higher if they start ranking for the specific keyword they’re targeting.
6. Influencer Marketing
Influencer marketing is certainly when a business partners with a relevant, popular creator within their industry to put out commercials or specific pieces of articles. It’s a valuable marketing route, and 71% of marketing experts say that the quality of traffic generated from influencer marketing is better than other ad formats.
Leveraging influencers to meet your own marketing goals can be beneficial in terms of generating brand awareness, as well as increasing social proof.
As mentioned before, people are trusting marketers less and less, plus they shy away from sales-to-drive prospects type content. They trust influencers more, as they view them as a person such as themselves, especially when they discuss common interests. The content that influencers create is a form associated with user-generated content, a. k. a word-of-mouth marketing.
In addition , 93% of internet marketers are already using influencer marketing and advertising. Your competitors are already sharing this particular high-trust and high-return at ease with their audiences, and you should end up being too. An added bonus will be the return on investment (ROI) for changer marketing, with every one buck spent totaling $5. 79 ROI.
Featured Resource: The Ultimate Facts Influencer Marketing
seven. Video Marketing
If you’ve yet to consider using video marketing, now is the time to do so. Video can boost conversions, improve RETURN ON INVESTMENT, and help you build romantic relationships with audience members. In addition , 69% of consumers prefer to learn about what a brand offers through video.
Video can also be a non-restrictive form of content advertising. On some stations, you may only be able to include text, some only permit images, and others prioritize sound, but video can be many three. You can also create product advertisement videos, how-to demo videos, or even live video clips to answer customer queries and troubleshoot customer queries.
The videos you create can be repurposed for various channels you may already use, like social media and email. In a sense, you’re developing video content for one approach and repurposing it to fulfill the needs of your other channels.
Showcased Resource: The Ultimate Video Advertising Starter Pack
Consider Using a Multi-Channel Approach
Different marketing channels bring numerous benefits, but most businesses can find a way to use different channels in their marketing strategies to fulfill business goals.
After all, your audience is likely diverse and spread out, so using different channels creates multiple points of contact which, in turn, nurture leads and increases conversions.