The new age of marketing has created a need for multi-faceted campaigns beyond yesterday’s marketing tactics. In the past, a strong marketing strategy mainly depended on the quality of your product or service, but it’s not so simple anymore. Now, marketers need to use the best brand marketing channels to connect with their customers and build relationships. Business brands with a strong online presence can better reach their customers and earn them for life.
As a business owner with a great product, it can be tricky to know how and where to spend your available resources when marketing your brand online. Good branding channels are your best allies in an effective marketing strategy. If you search the Internet, you can find ways to engage your potential customers directly. But, not all marketing channels are equal. So, let’s explore some of the most effective marketing channels your brand can use to stand out!
- Search Engine Optimization (SEO)
Search engine optimization, or SEO, is the process of optimizing your website to rank higher in search engine results. Search engines like Google rely on algorithms to determine which sites are worthy of high search rankings. Their exposure to billions of Internet users makes these high rankings very valuable.
Organic search is one of the most important website traffic sources. At the same time, it is the main tool for showing users information relevant to their queries. The content on your site can effectively solve users’ problems, convince them of your brand’s authority, encourage them to use your services/product, and increase the positions of your pages in the search results, since both people and search engines appreciate quality content. In short, the quality and relevance of the content directly affect the website’s position in the search results, but search engine optimization is not limited to content:
- On-Page SEO concentrates on optimizing the content and structure of your website to help search engines properly deliver accurate results and improve your rankings on the search engines. Moreover, on-page SEO focuses on improving your website’s content by using the right keywords in the website’s HTML title tag, meta description, and header tags.
- Off-Page SEO refers to all things that happen “off-site” with links, social media shares, and mentions across blogs, forums, and other sites. The two most common off-page factors are backlinks and citations or mentions of your business. High-quality links from relevant websites can help you build up your website’s authority in the eyes of search engines, so they are more likely to rank your website higher.
To maintain brand authority, it is necessary for the site to rank well in Google for niche-related keywords and branded searches. Monitoring and tracking the ranking of these keywords will show whether the chosen strategy is working or if any improvements need to be made. A Keyword Rank Tracker tool like SE Ranking will provide you with extensive data on branded keyword positions with pinpoint accuracy across major search engines in the form of easy-to-understand tables and graphs, as well as inform you if the brand is getting popular and if people are using your brand with keywords relevant to your niche.
Although SEO demands dedication, time, and costs to see the first results, you can always choose suitable SEO plans to cover all processes at a no-brainer cost.
- Social Media
Social media has led to the rise of new companies that have surpassed even some of the most well-known multinational giants in sales because they have found new ways to connect with and engage their audiences through Facebook, Twitter, Instagram, and LinkedIn. Social media is not only an outlet for sharing information and engaging with your audience but also a source of valuable audience data since it can provide you with detailed information about your users regarding their age, gender, location, and behavioral preferences. It can shed light on what type of audience you have and what they like to hear from you – which allows you to run advertisements targeting existing customers much more effectively.
Through the various platforms, we can easily become a part of two-way conversations with the industry’s most influential people and brands. Such relationships enable generating content with other thought leaders, boosting brand exposure, and increasing follower numbers and reputation in your niche group. Not only does it provide the opportunity for brands to build relationships and form partnerships, but it also offers a chance for brands to develop their personality, capitalize on lead generation, and increase brand exposure. It is also important to note that social media is intended, first and foremost, for conversing with customers and prospects. This means that you should spend your time on social networks building relationships, actively listening to your target audience, sharing valuable articles and relevant content with followers, and responding to questions from prospective clients.
- Blogging or Podcasting
Blogging and podcasting create an environment that is conducive to engaging your particular group of customers by providing helpful content that they enjoy and find useful. Regardless of whether you are a blogger or a podcaster, providing engaging content is key to driving followers to your affiliated brand. Ultimately, whether you take an in-depth review approach or convey your personal experiences with a brand through your blog or podcast, you’ll drive your followers to the brand’s site to continue engaging at their leisure.
Bloggers are a low-pressure conversion channel. They follow up with readers and make referrals to brands through non-intrusive means. Bloggers typically draw their followers in by providing in-depth reviews and content that promotes the value of the affiliated brand in an engaging way. Podcasters typically place ads anywhere they see fit while still engaging with their audience. As a result, bloggers generate sales by promoting their affiliate brand through online content, while podcasting converts through traditional ads placed within the episode that suggest helpful products for their listeners to purchase. These two platforms are both incredibly beneficial when it comes to brand marketing.
- Video Marketing
Video is another powerful tool at your disposal to promote and sell products and services. It provides a great opportunity to get your message in front of a huge audience in a non-intrusive way. Video helps build relationships with audience members through storytelling, and social shares, enhances page conversions (particularly for mobile, where users seem more willing to convert thanks to shorter attention spans), and promotes products/services in a non-promotional way (when done right).
If you use video for marketing, you should ensure that it is up-to-date with current trends and technology. Additionally, live videos are an excellent way to grow your brand and increase your reputation on the web. You can effectively rank on a page from organic search and also rank higher on YouTube organically when you include a video in your articles.
- Word of Mouth
Word-of-mouth marketing (WOMM) is one of the most powerful forms of marketing. When customers or clients consistently share or recommend a business or brand with their friends and family, the business starts to see real growth. You see, consumers trust other consumers more than they trust companies (especially when it comes to products and businesses that they haven’t directly interacted with).
When your customers share the great experience they’ve had with you, the trust you have worked so hard to develop pays off. A potential customer might not take the plunge and try your product or service if they don’t know about it. For this reason, customer reviews play a huge role in helping others decide to buy products or sign up for services.
Moreover, eCommerce businesses have started to recognize the importance of having a unique referral marketing program that actually works. Referrals have become an attractive option in eCommerce businesses because they can help increase sales while reducing marketing costs. When you provide incentives to your customers, they are more likely to speak positively about your brand, generating more sales and referrals.
- Community Building
Community building is one of the best long-term promotion channels out there. It’s much better than traditional, short-term marketing techniques such as PPC or banner ads — because you don’t just get traffic and leads but actual customers and brand advocates who are likely to talk about your products, recommend them, and stay loyal to your brand for years. Nowadays, community building has become an essential component of the marketing strategy to achieve success in today’s digital economy, as well as a distinctive marketable asset that enhances and brings value to your business.
However, a community is not built overnight, it takes time and nurturing to develop genuine advocates that stick around for the long haul. It is not just about marketing your products but engaging with customers. Building a community for your business means creating a unique and inspiring space for customers to feel welcome and allowing them to make connections with other people. Getting people to participate, talking to them, and staying in contact could take months. So, when we talk about community building without thinking of marketing it with visuals, graphics, and product insertion – it can seem way more complicated than it really is.
- Online marketplaces
There’s no better playground than online marketplaces if you have a product or just want to bring in more sales or leads. These platforms allow you to connect with new and old customers who are looking to make a purchase. With an online marketplace like Amazon, you can reach out to potential customers in thousands of cities and towns across the globe. From an online marketplace perspective, it’s like reaching out to new business clients.
Online marketplaces like Amazon are effective marketing channels for promoting products. Rather than offering a detailed website description or filling orders yourself, you can simply use the product descriptions and images posted there. To start marketing on such channels, pick one that you feel is right for your brand and create an account. Try adding some well-performing products first and see what kind of response they get. Once things get going, you’ll start learning what works best for you, and it will become much easier to convert any potential customers.
Today, businesses have more marketing channels to choose from than ever before. It is possible to effectively use marketing channels in your marketing strategy to reach out to the right customers. Still, you need to understand each channel and the value it will bring to your business. Each channel brings different benefits, so it is up to you to find the best way to use each. But remember that not every channel directly connects with your targeted audience — so try to find a way to use multiple channels together.