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Online marketing channels

Which Online Marketing Campaign For Your Business?

If you are new to online marketing and need to find ways to promote your business and see positive ROI results, then you have a choice of promotional tools and channels to choose from. This is also applicable if you have been promoting your business online for a while but need to expand your promotions to increase sales, leads, raise awareness, increase traffic and so on.

Online marketing channels
So here are some objectives to help you decide the most appropriate online campaigns for your business:

Increase Sales

If your online marketing campaign objective is to increase sales for your ecommerce business, then you need to choose channels that covert well for your industry. Pay per click (PPC) advertising and shopping comparison are two effective channels because they are very measurable and it is easy to track ads and keywords that are bringing you sales and which ones aren’t.
So to setup a PPC campaign, you can create a Google Adwords account or Bing Ads account and create one or more campaigns to promote your business. PPC drives high volumes of traffic too and it’s one of the most effective ways to increase sales for your ecommerce store.

Increase Leads

If you are a B2B business and need to increase leads from business customers, then you should identify channels that will make this possible. PPC advertising is one solution to setup such a campaign and over the last 10 years, businesses have been using the web and search engines to acquire new products and services for their operations.
So being present on search engine paid ads is important and many competitors will be there too promoting their businesses.
Another online marketing campaign to increase business leads is the display network where you can promote your business by uploading banners and text ads on 3rd party websites. The display network in Google has a wide reach and you have millions of sites to choose from, to advertise your business.

Raise Brand Awareness

For a brand awareness campaign, social media and display advertising are two channels that are effective at this. Social media sites like Twitter, Facebook and Google+ can be used to create campaigns to target people and businesses that are not aware of your business and products.
There are millions of people on social media sites and whether you are a B2C or B2B business, there is an endless number of individuals and businesses to connect and build relationships with.
As mentioned earlier, the display network has a wide reach and because people are not actively searching on these sites, it is an opportunity to make them aware of your business through banners, videos and text ads. When executed well, this usually leads to an increase in brand name searches on search engines for your business and products.

Reduce costs

If you have been spending a lot of money on online advertising and seeing few returns from your efforts, then three channels that can help you are Organic traffic, affiliate marketing and social media.
Social media is free and if you put in the time and effort you will see an increase in traffic and sales for your business. However, this will often take a while to achieve and it requires patience and hardwork, but the end result is high profitability for your business.
Organic traffic is also free and a search engine optimisation (SEO) campaign will help to drive visitors to your sites who you can turn into customers. SEO is also a long term strategy and it will take some months to see good returns.
Affiliate marketing is about partnering with bloggers, website owners, publishers and others on affiliate networks like Commission Junction and Affiliate Window and providing them with text ads, banners and product feeds to promote your products on their websites. The incentive for them is that you pay them a commission for sales from customers that they refer to your website. So it’s very profitable for your business and you only pay for sales and not advertising.

Drive High Traffic Volumes

Many online channels are helpful to drive high traffic volumes to your website cost effectively and they include PPC, SEO, Social Media, Affiliate Marketing and others. However, the speed to achieve this will differ from channel to channel and will also depend on your budget.
PPC for example, is the quickest to drive high traffic volumes but it is also one of the most expensive too.
Increase loyalty
A channel for increasing loyalty and customer retention is email marketing. Getting website visitors to signup to your emails is an effective way to start building a relationship with visitors and customers and these are the most profitable to your business.


Are you planning an online marketing campaign and not sure how to launch or manage it? Get in touch  to discuss your requirements and to find out how I can help you create effective marketing objectives, a digital strategy and choose the promotions tools that are essential to your business.

I'm a Certified Google Ads Expert and Marketing Author and in this blog I share my latest tips and secrets on how to promote your business successfully on the web and increase customer loyalty, retention and advocacy on Google Ads.

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