If you adapt your marketing strategy to tap into the channels your audience use, you will likely see better results. There are many different channels to consider when creating an online marketing strategy, so understanding which channels are most likely to deliver the best results is key to success. For maximum reach, cross-channel marketing is most definitely the way forward.
Google processes more than 40,000 searches every second. That equates to over 3.5 billion searches per day!* Source internetlivestats.com
Getting your website content found in Google by users looking for the products or service you offer should be one of your core marketing objectives and certainly one of your selected channels. Good SEO (Search Engine Optimisation) can help your brand gain competitive edge to drive your business forward. If you are wanting to reach a local audience you can also optimise your site to achieve more prominence for local searches.
Each social platform attracts a different audience because each offers different types of content which is delivered in a variety of formats. Users select their preferred social platform depending on how well it fulfils their needs.
Facebook –18-24 year olds are still the largest age group segment (31%), compared to only 11% of over 55’s. Perhaps surprisingly, more younger men use Facebook than women now! https://sproutsocial.com/insights/new-social-media-demographics/#facebook
Twitter – 36% of Twitter users are aged 18-29, the largest age group segment, and fairly evenly split between men and women. 21% are aged 50-64 years. https://sproutsocial.com/insights/new-social-media-demographics/#twitter
Instagram – 59% of Instagram users are aged between 18-29, and only 8% are aged 65+. More women use this platform than men. https://sproutsocial.com/insights/new-social-media-demographics/#instagram
LinkedIn – 35% of LinkedIn users are aged 18-29, and 44% are over 50 yrs. More men use LinkedIn than women. https://sproutsocial.com/insights/new-social-media-demographics/#linkedin
In the future we will see marketing emails become more visual, more interactive and recipients will have more control over how they engage with the content. Instead of attachments, content will be previewed prior to download, the content will be personalised and programmable to meet the needs of the recipient. Email is a super powered marketing channel bursting with opportunities for savvy businesses who choose to explore this powerful platform.
A PPC (pay per click) advertising campaign can be run to complement your organic search and social marketing strategies. Doing so will help increase reach and will work well to drive highly targeted traffic to your site.
Online paid advertising comes in many forms and is available cross-platform, so it is best to focus on using it only on the platforms that will reach your target audience. If your website isn’t ranking organically for a highly competitive keyword then running a Google AdWords Campaign will help you achieve Google Page 1 prominence for this keyword. Use paid advertising to complement your organic strategy so you are covering all bases and achieving maximum reach.
With all the opportunities available for marketing a business online it can be easy to forget your local audience who is right on your doorstep.
Many of these will of course be online too, but there will still be some local people who haven’t embraced the Internet or who still buy newspapers and magazines, who shop in the high street and who will stop to read posters and keep promotional literature that is posted through their door.
Print advertising can be more expensive than online but if you want to reach local people who are perhaps not so likely to be looking for your products and services online, then print media is certainly worth considering.
Whizz Marketing is an accredited Google Partner Agency and Louise Cranstone is a Certified Google Advertising Specialist. If you would like further information on how Whizz Marketing can help drive your business forward, please visit whizzmarketing.co.uk or call Louise on 01252 622129.