Have you ever stopped to think about why content creation is important for a company that wants to sell more on the Internet?
Content is important because the use of texts, images, videos and audios (media) is the only way for your brand to speak to the public individually!
As important as having something to communicate (and a means by which to do so) is deciding:
- Why;
- Whereby;
- And who to talk to!
Identifying who and where the groups most and least familiar with the solutions your brand offers are provides the opportunity to plan the ideal strategies for:
- Appear in front of the right person (the one who buys) at the moment they need it;
- Build a database to know your perfect customers;
- And sell a lot more!
Even though strategies vary from business to business, the last decade has proven that some Digital Marketing channels have stood out more than others .
I decided to list them for you!
What are Digital Marketing channels?
First, I will make it clear that Marketing is used to create strategies in all paths that lead to a company’s success: influencing everything from product manufacturing to price manipulation in offers to the end consumer!
The Digital Marketing channels discussed in this guide refer to the digital communication channels between what your business has to offer and the ideal audience for it, spread across the Internet!
In the list of channels I will recommend to you, I have included:
- Blogs;
- E-mail marketing;
- Social media;
- Paid Media;
- Websites;
- Marketplaces;
- And webinars and podcasts.
The “digital” part of Marketing made it possible to identify the different behaviors of these potential customers and relate them to the Internet channels on which they consume the most content.
This information enables a huge range of strategies aimed at optimizing the way of communicating with the public in a personalized way, in an attempt to attract them to a funnel in which the only way out is the sale!
Saving resources with strategies that sabotage themselves is another advantage of understanding how the Marketing channels work that I will present to you.
If your ideal audience uses the Internet a lot as a whole, but isn’t a fan of social media, why would your company invest productivity, time and money in publishing content on Facebook that won’t be seen by the people who matter most?
This is just one example of why a distribution strategy is so important — and there’s no way to talk about selling more without touching on this subject!
How to create a distribution strategy?
It’s not your distribution strategy that defines your content, but rather the other way around:
- Based on the definition of why you want to produce content (what you would like to communicate in order to achieve your company’s objectives with Digital Marketing);
- And choosing an audience to receive these messages (based on the personas of your ideal buyers);
- You will know which channels you should use to distribute the materials you are producing.
There are extra details for the distribution to work, such as:
- Your content needs to be valuable;
- The quality needs to be high;
- And it needs to generate action in the public!
By triggering a reaction in someone (which is the beginning of engagement), you will have a better chance of delighting someone and getting them to share your brand message!
To do this, think about distributing your material from the perspective of your perfect audience: your persona.
Your persona at the center
A persona is a fictional biography, but based on real data, describing the behavior, preferences and social conditions of the ideal customer for your company.
Having at least one established persona for your brand is essential for coming up with coherent content distribution strategies: ones that don’t stray from the “style” of your business or how you would like the public to see you!
After all, you can only attract, engage and convert leads through Digital Marketing by knowing:
- What leads are these;
- What channels do they listen to;
- And what do you expect from them!
With the persona, you have everything you need to get started — so pay attention to the following tips!
What are the essential Digital Marketing channels for your strategy?
You need efficient ways to reach your audience — you want to make an impact!
But impact and controversy are different things. And what’s more: impact doesn’t always involve high speed!
Each Marketing channel that I will present below can be used to warm up an audience to a level of awareness more or less close to what your brand offers.
This means that, at the same time that a blog serves to capture curious people searching for answers to questions on the Internet (who have not even heard of your brand or thought about buying something from it), the blog also serves to push loyal followers from social networks straight to the sales team!
The use of these essential Marketing channels will depend on the creativity — and need — of your company to distribute content targeting the people most sensitive to it (the personas).
1. Blog
The blog is one of the most used Digital Marketing channels in sales strategies for two reasons:
- For serving as your company’s optimized content hub on the Internet;
- To make it appear in the first results in organic searches!
Maintaining a blog is so important that generally all other Marketing channels point to it: a space where visitors can interact with your company on its own platform on the Internet!
The more educational the blog is (the more it teaches about solving a problem or a desire, whatever topic is relevant to your niche), the more chances it will have of appearing in search results.
Furthermore, when a person learns something transformative online and succeeds in real life, they begin to trust the person who taught them that solution !
A blog gives your target audience the chance to trust your business — and since trust can only be earned, never bought, a blog is a great way to start!
2. Email Marketing
Email may seem like an obsolete channel, but it is one of the most used vehicles by consumers — and has enormous potential in Digital Marketing!
Think about yourself: how many times a day do you check your inbox? At least once? Believe me, your neighbors, your business partners and your clients do the same!
What makes emails so effective is their proximity: among the means of communication with those who have already shown interest in buying from you, a highly personalized message, in writing, and in a private space in their lives, simply “hits” differently.
Email marketing has been essential for decades — and it doesn’t look like the next few years will be any different!
3. Social networks
Social networks are channels capable of manipulating trends, influencing society and defining behavioral patterns from teenagers to adults around the world!
Although platforms like Facebook have all types of audiences within them, some social networks tend to group together people of the same age group or who behave in similar ways — as is the case with TikTok.
Either way, social networks are extremely powerful marketing channels because they collect detailed information about all users!
Such data can be used by businesses like yours to run highly targeted and effective campaigns!
4. Paid Media
Speaking of targeted campaigns, one of the Marketing channels with the most immediate results is Paid Media for advertising in:
- Social media;
- Search results;
- Videos and podcasts;
- And blog, platforms and partner sites!
Google Ads is one of the largest channels for creating Paid Media advertising campaigns, alongside Meta Ads (Facebook and Instagram) and X Ads (formerly Twitter for Business).
Every time your audience types the terms you define as keywords into searches , your ad may appear above the organic results on the chosen platform!
This happens legally, with a warning that your content is sponsored — which does not reduce your clicks!
You have to pay to run Paid Media campaigns, so this channel is usually reserved for boosting the building of a lifetime flow of people from organic traffic or promoting alerts, new products or a rising brand!
5. Website
I said that the blog is the hub of your business’s content, remember? The website is the hub of your business itself on the Internet !
Websites are the great Digital Marketing channels because all potential customers from other platforms arrive on them, and customers leave the website ready to deepen their relationship with the company!
All this targeting of people can be manipulated according to your business strategies, since the website belongs exclusively to your brand — making it immune to the usage policies of third-party platforms.
It is the best investment a company can make on the Internet.
6. Marketplace
Marketplace is a popular website that receives a lot of potential customers, and where your company can sell products for a rental fee!
The company that manages the marketplace offers all the technical infrastructure that other businesses need to sell on the Internet, like a stand in a market.
The popularity of the marketplace serves as a marketing channel for brands of all sizes — and it’s common to see the world’s biggest stores setting up booths on popular sites to capitalize on this attention!
Depending on your strategy, this Digital Marketing channel can be a good way to increase the visibility of your products or services!
7. Webinars and Podcasts
Podcasts and webinars (virtual lectures) have gained popularity for an unexpected reason: learning with someone talking in your ear turns a solitary experience into an integrated activity!
Since podcasts and webinars revolve around very specific niches, using these Digital Marketing channels to create a sense of proximity with valuable personas can be very successful!
Whether it’s through YouTube, Spotify, or even collaborating with a podcaster or keynote speaker in your industry, this is an interactive way to engage your audience while:
- It informs you, whether about your niche, your brand or the product or service it offers;
- He trains you, dictating a step-by-step process for the listener to do what they need to do to achieve a result;
- Entertains, using the power of voice to create tension, abuse humor or simply bring the public closer to a more human side of the brand;
- And discuss topics relevant to your company!
It’s a valuable type of content that packs tons of relevance for your future customers — use it with intention!
How to integrate Marketing channels for a cohesive strategy?
Integrating Digital Marketing channels means making your brand’s different content and platforms work together to achieve your goal!
Your company’s digital presence becomes uniform, recognizable and admirable when your entire team knows what is being built: an authority.
Today, it is easy for Digital Marketing tools to unite the different management and communication channels of brands in a single program.
Accessing all the data collected about customers, analyzing it and using it on the same platform to nurture email marketing lists or WhatsApp conversations is a great help!
Naturally, the integration of Digital Marketing channels requires the development of a more objective strategy that ends up feeding the sub-strategies to achieve the goals within each channel.
This objectivity saves resources , since any action in Digital Marketing channels that are not necessary to carry out the strategy will be replaced by more effective alternatives!
Increased sales are ultimately the result of providing a more fluid and personalized customer journey — and integration can help with that.
What metrics will show your success?
As everything in Marketing depends on context to be analyzed accurately, the metrics that will show the success of your business will depend on its objectives!
If, for example, the objective is to sell more in the quarter, a strategy could take into account KPIs such as the total sales (or new customers) through each of the Digital Marketing channels in the three-month period!
If the goal is to raise the company’s website to the top of search engines, important KPIs would involve page retention time or the amount of traffic coming from external sources.
KPIs are Key Performance Indicators to measure goals that, once achieved, bring the company closer to its current objective!
The current objective is dictated by your company’s needs to get from point A to point B.
Luckily for you, there’s no shortage of free content here on the Enjoy Minder blog about all of this — which gives me the space to tell you the truth…
It’s not the channel, it’s your strategy!
You have seen that the range of Digital Marketing channels for communicating with the public is diverse:
- Has a blog;
- E-mail marketing;
- Social media;
- Paid Media;
- Site;
- Marketplace;
- And webinars or podcasts!
But none of these channels will be able to attract, engage and convert the right audience (which is the one that buys from your brand) if you don’t know exactly who that audience is!
The level of results that your Digital Marketing channels can achieve will depend on how much you know your audience on an individual and intimate level.
You don’t need to hire a professional investigator or find a way to turn yourself into a fly to spy on the daily lives of your perfect buyers!
What you need to do is interpret the data generated by your brand’s online platforms — like Google Analytics data — to see that it’s all there!
If you want help with this process, complete the free Digital Marketing Diagnosis here at Enjoy Minder to find out what to do!
Strategy is the only difference between those who sell more and those who sell less. Don’t leave the diagnosis for later!
