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Online Marketing: Choosing the Right Marketing Channels for Your Business

As a successful company, you want your online advertising campaigns and marketing activities to actively support the company's goals: generating qualified customer inquiries, selling products, answering customer complaints, increasing sales and profits.

A variety of digital marketing channels are available to you for this - whether email, SEO, paid advertising, content marketing or social media.

The large number of options is not only quickly overwhelming, it also requires a basic knowledge of the individual marketing channels, without which it is easy to make wrong decisions and thus bad investments.

The most important online marketing channels at a glance

1. Email Marketing

Email newsletters, drip campaigns, automated email sequences.

Email marketing can be applied to all target groups and is still a guarantee for high CTR and ROI rates.

2. Paid advertising / banner & display advertising

Banner advertising, text and graphic displays or video ads, which are preferably placed on websites with a very large number of visitors. The aim is, similar to TV or radio advertising, to attract visitors to your own offer or to increase awareness of your own brand.

3. Pay-Per-Click Advertising (PPC) / Google Ads & Co.

Typical PPC advertising include Google Ads and Microsoft Advertising (Bing), but also social media advertising (Facebook, Instagram, LinkedIn etc.) is a form of PPC advertising or PPC advertising.

4. Search Engine Optimization (SEO)

Search engines such as Google or Bing are still among the most widely used web services worldwide, especially when it comes to searching specifically for information, products and services. Accordingly, search engine optimization (SEO) is an indispensable online marketing tool.

5. Social Media Marketing (SMM)

Facebook, YouTube, Twitter, Instagram, LinkedIn - in Germany too, the social media platforms are among the most visited sites on the Internet. The advertising potential that these platforms offer is correspondingly high.

6. Content Marketing

The aim of content marketing is to generate qualified website visitors and potential leads by publishing informative, instructive or sometimes just amusing articles and posts. Whether text, audio or video - with the appropriate content you position yourself as an expert and problem solver within your industry and thus gain the trust of the market and thus the opportunity to build long-term customer relationships.

Choosing the right online marketing channels for your business

The properties of the different channels alone are not sufficient for a qualified selection. Rather, company goals, marketing budget and resources already available in the company must be taken into account.

1. Define primary company goals for the use of digital channels

Depending on your business goals, certain marketing channels are better suited than others. We differentiate between the following five categories:

Brand awareness

In addition to the actual experiences that your customers have with your services and products, the awareness of your own brand and the public perception of your own brand is an essential factor in determining the brand value. If the verdict is in your favor, it increases the brand value. This in turn leads to an increase in prestige, better growth opportunities and the ability to estimate higher prices.

If this is your goal, you should be active on those digital channels that allow you to focus on your own brand and increase brand awareness, such as:

  • Social media channels, especially LinkedIn in the B2B area
  • Channels with a strong focus on visual elements such as Instagram, SnapChat or Pinterest
  • Channels that promote video content, such as YouTube, Vimeo, Instagram, SnapChat or TikTok

Increase in sales

If you already have a webshop or an e-commerce site and offer your products or services online, you can use the following channels to drive qualified traffic directly to your landing pages or your shop:

  • SEO
  • Google Ads
  • Facebook / Instagram shopping
  • Google Shopping Feeds

Lead generation

Digital marketing is ideal for generating leads and supporting the sales and sales team. The following channels are available for this:

  • SEO
  • Display advertising
  • Content marketing
  • Email Marketing
  • Social media marketing

Problem solving / expert status

Do you offer new solution options and revolutionary products or are you active in a promising but so far little-known market segment? Then potential customers first have to be convinced of the advantages of their solution and familiarized with the functionality of their products. The following channels are suitable for this:

  • Content marketing
  • Social media marketing
  • Email Marketing

Traffic generation

If you primarily offer free information, news and other content online and finance yourself through advertising, your most important goal is to draw as many visitor flows as possible to your online presence. The following channels are ideal for this:

  • SEO
  • Content marketing
  • Social media marketing

2. Identify resources & skills

The different digital marketing campaigns use different media. Accordingly, you need different resources, skills and competencies in your company:

Developer / programmer to create and expand your website, landing pages and the e-commerce platform. Creative minds such as copywriters, filmmakers and photographers who develop and implement ideas. Experts in digital advertising, for setting up and executing SEO and ads campaigns. A social media team for social media communication.

It makes sense to find out which resources are already available and which skills and talents your existing staff already have and take this into account when selecting and designing your marketing campaigns.

3. Define budget allocation

Next, you should think about your marketing budget. Depending on which channels you want to use, you have to plan expenses for different resources:

  • Marketing staff costs
  • Budgets for paid advertising
  • Costs for external content creation (texts, images, videos)
  • Costs for external service providers (agencies, graphic designers, copywriters, photographers, etc.)

The next step to successful online marketing

No question about it: the majority of marketing nowadays takes place digitally. Both companies and their customers are online almost around the clock. It is therefore crucial that you can use this media for yourself and that you know where your customers are predominantly. But that's not all.

Whichever online marketing channels you ultimately choose, the important thing is that if you use the same content and formats on all channels, it will not be successful. But if you know the peculiarities of each digital marketing channel and adapt your approach and content accordingly, you will exploit the full potential.

Choosing the right online marketing channels for your business.

With our guide you can find out which online marketing channels are best for your company.

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Talk to us, we will be happy to work with you to develop the perfect strategy that suits you.

Whether it's the selection of marketing channels and target group research, the development of content strategies, account setup and tracking integration or campaign management - we are happy to support and advise you on the implementation of your digital marketing campaigns.

Find out more about the development of marketing strategies, search engine optimization (SEO), Google Ads or social media advertising on our website or call us at ☎ 07071 444-08.