You already know that marketing is a valuable tool for your business, but are you approaching it the right way? All too often, companies use marketing strategies that are too narrow for their audience. Rather than focusing on one or two channels, you need to look at all of the various options and figure out which ones are going to connect with your customers the best. Most of these channels will be obvious, but some may take a little digging to discover.
For example, going to an industry conference to network with other insiders is an obvious marketing channel. Chances are you already know how to make those connections work for your business, making it a valuable point of contact.
A less obvious example, though, may be that many of your customers are looking for similar products and services later at night. You might have ads that go from 10 am to 7 pm, but if your target demographic is searching at 10 pm, those users will miss those promotions.
So, with that in mind, we want to take a closer look at the different marketing channels and how you can use them effectively.
Standard Marketing Channels
You probably have a few different channels that you use often, but it helps to see all of the options available so that you can figure out how to maximize your message and engage with users more deeply.
Although technology seems to dictate how and when we communicate with each other, nothing can compare to the in-person pitch. While it can be expensive to have a full-time roster of salespeople in your business, the value that they add to your bottom line can be worth the investment.
When we talk about radio advertisements, it’s imperative to recognize that people listen to music on a variety of platforms. While getting a spot on a local radio station can still be highly effective, you may also want to check out digital streaming services like Spotify or Pandora. Not only are these spots more cost-efficient, but you can target your demographics more precisely.
Again, people are consuming entertainment on a multitude of different platforms. TV spots can have a significant ROI if you put your ad on at the right time of day. Like radio, this channel will increase your visibility substantially and could put you on par with larger enterprises. Marketing on TV will cost more, but the impact can be incredible.
That being said, you should also pursue ads on internet-streaming sites like YouTube or Hulu. Since more people are watching content on these platforms than ever before, advertising on them can further increase your outreach.
There are a few different ways that you can market your business in print. First, you can take out ad space in a magazine or periodical. Second, you can print out flyers or pamphlets to hand out to people on the street. Finally, you can print posters or billboards to post in conspicuous places that will get noticed.
Each of these options has pros and cons, but print ads have a higher cost than digital versions. These expenses can make scaling more prohibitive, so be sure to be as strategic as possible when placing your marketing materials.
Social Media Ads
For companies looking to save money, social media is going to be the best bet. That being said, pay-per-click ads can have a substantial ROI, so it’s worth it to check those out as well. One of the best things about social media platforms is that you get highly targeted data on your demographics. Whereas a radio ad may reach a lot of people who aren’t interested in your brand, social media posts will be laser-focused on the audience you value most.
When we talk about web-based ads, we’re referring to pay-per-click posts on sites like Google. Also, you can build your website pages for search engine optimization, which will improve your ranking on user queries. While SEO is valuable, it can take a while to master, so we highly recommend utilizing paid advertising services in the meantime. As with social media, web ads are highly targeted and can deliver a much stronger ROI.
How to Choose the Right Channel
There are advantages and disadvantages to each of these marketing channels. So, how can you make sure that your budget is going to have the most impact? Here are a few considerations to keep in mind when strategizing.
Cost – what is your budget like? Look at the minimum and maximum fees for each channel, as well as projected ROI.
Demographics – where are your customers congregating the most? If your audience is spending more time on social media than watching broadcast TV, you should focus on social ads.
Marketing Goals – what are your objectives? For example, if you want to boost your brand’s awareness, a TV or radio spot can do that a lot better than pay-per-click posts.
Bottom Line: Let Green Vine Marketing is Here to
Finding the best channel for your business can take a while to master. However, you don’t want to sink a bunch of money into something that won’t take your company to the next level. Fortunately, Green Vine Marketing understands what it takes to build your brand, regardless of the channels you want to use. Contact us today, and we can develop a comprehensive marketing campaign for your business. Let’s start a conversation!