Last updated on March 13th, 2023 at 01:55 pm
It’s unlikely that you have an unlimited marketing budget. And that is totally ok. Even if you did have an unlimited budget, you wouldn’t be able to focus your marketing efforts on every possible channel and deliver the quality content your audience deserves. You are better off picking a select few channels to focus all of your time and energy on. You know how that saying goes, quality over quantity. Now the hard part, establishing which marketing channels you should take advantage of, and Printivity is here to help you figure that out.
Contrary to what some might claim, email marketing is as important as ever. Email marketing offers benefits that few other channels can offer. First off, it is based on permission, meaning someone has to subscribe in order to receive email marketing from you. This is important because it means they have already expressed interest in your company, meaning they want to hear from you. Email marketing also offers opportunities for automation, such as welcome, thank you, and other follow-up emails. You can set these emails up and they will automatically send out when someone does something such as subscribe to your newsletter or purchase an item, meaning you won’t have to manually send them out every time. That would be quite time-consuming.
Another great thing about email is that it is fairly easy to track the success of your campaigns. You can see metrics such as who has opened an email and clicked a link inside, helping you better strategize your content based on who is engaging with what.
Social media marketing
If you have a business in 2022 and you are not on social media, finish this article and then immediately go sign up. Seriously though, social media is one of the most popular ways for customers to connect with their favorite brands, so you are really missing out if you are not taking advantage of this one. By no means do you need to have a presence on every single platform, but knowing your audience will help you establish which ones to focus on. Understanding each platform is important to helping you build a social media marketing strategy that will work for your business. For example, TikTok is fantastic for short-form video content, whereas YouTube is ideal for long-form video content.
Content marketing is one of the most valuable channels you should be taking advantage of. Not only can this help with your website’s SEO, but you are also creating content you can use across multiple channels. Work smarter, not harder. The key to content marketing is creating valuable content that your audience will benefit from. If you focus on creating content for your website that fosters relationships with your audience, you’ll keep them coming back for more, as well as attract new customers.
The best way to provide content your audience will find valuable is to establish some problems they have. Once you have established those problems, you can start creating content that will educate them on how to solve those problems. If your content does not resonate with your audience, they won’t read it.
Pay-Per-Click (PPC) marketing
Pay-per-click ads are one the most cost-effective ways to get the word out about your business. So what exactly is PPC marketing? It is a form of advertising that allows you to pay a fee to have your website on the search engine result page (SERP) when someone types specific keywords or phrases into the search bar. The SERP will display the ads you create to direct people to visit your site. The fee you pay is based on whether people click your ad. PPC can generate quality leads when done right. If you can create a seamless experience for your user, you’ll likely see significant success with this marketing channel.
There are two major PPC platforms you can choose from these days; Google Ads and Facebook/Instagram Ads. If you run a business that sells products or services, Google Ads is probably your best option. Alternatively, Facebook ads are great for targeting demographics that are already familiar with your brand. If you are selling lifestyle or luxury items, Facebook is the way to go. People tend to turn to platforms such as Facebook and Instagram to see what is trending and what products their favorite celebrities and influencers are using.
Return on ad spending (ROAS) shows you how much you earned through your ad spending, helping you determine if your efforts are paying off. ROAS is a measure of dollars made for every dollar spent on advertising, it’s essentially an ROI and in some ways a KPI. The more ROAS, the better.
Revenue/cost: When it comes to calculating ROAS, the formula is pretty simple. You divide your revenue by the advertisement cost, including things such as the marketing campaign, campaign managers, affiliate commissions, campaign designers, etc. This will tell you exactly how many dollars you made per dollar spent on a campaign, though it will not net in the costs related to your product or service.
Every marketing channel comes with its own set of pros and cons, and not every channel will make sense for every business. The type of marketing that works best for you will ultimately depend on your business and the kinds of customers you want to attract. If you are unsure which channels to focus your time and resources into, try running smaller campaigns on different marketing channels to see how well they work before committing to a strategy.