Digital Marketing Channels
Online marketing doesn’t only revolve around your website. Although this is an important part of it, you should be aware of other channels that will aid your digital marketing strategy. Whether you’re looking at low budget or blow–the- budget campaigns, these forms of digital marketing are ideal for small businesses as you can adapt your activity to suit your financial situation:

PAY-PER-CLICK ADVERTISING
Pay-per-click (PPC) is an advertising model that helps to drive traffic to your site using a clickable advert (known as a banner ad), which is hosted on websites or search engines. The advertiser pays the publisher (the website owner) for the amount of times the advert is clicked. PPC relies on the use of effective keywords or phrases, together with well written website content that will engage your customers enough to click on your links and visit your site. You’ll see examples of these ads on popular sites like Facebook or search engines like Google.


CONTENT MARKETING
Your website is a powerful tool within your marketing strategy. Most of the time this is where you will be directing your customers to when you engage with them so it’s important to ensure you have interesting content to keep your customers on the site for longer. Start by keeping an interesting blog so that you can share relevant content with your customers and draw them to your site. With new technologies, more people are reading content on their mobile phones and tablets than ever before. It’s important to ensure your website is easy to browse and interact with on these different devices so that customers can have a good user experience on the move.

SEARCH ENGINE MARKETING
Stay ahead of your competitors by driving traffic to your website using Search Engine Optimisation (SEO). It works by optimising your site to increase its organic ranking in search engine results (for example how high up you would appear in a search list on Google), so that customers will be more likely to visit your site. Search engine marketing focuses on improving your ranking using specific methods such as improving your use of keywords (words and phrases relevant to what you do on your site).

SOCIAL MEDIA MARKETING
Social media has become one of the most powerful marketing tools a business can have. It allows businesses to get in touch with their customers on a more personal and interactive level by using platforms like Facebook, Twitter, Google+, YouTube and more. It doesn’t have to cost much either. There are options to allocate budget to pay for advertising and promote your online content to wider audiences. For more information about using social media within your marketing strategy read our 5 ways to use social media and tap into trends blog.

EMAIL MARKETING
Email marketing is a great way to build your target customer list in a cost–effective way. Once subscribers have opted-in to receive information from your business, you can then contact them directly with offers, promotions, engaging content and news. Make sure you address emails personally and only send content that is relevant and engaging to ensure your customers always read it.
Digital marketing is something that every business should understand and incorporate into their strategy. Make sure you keep your overall goals in mind as this will help you determine the right online channels to leverage so that you can deliver the best results for your business.

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