Digital Marketing Tips
How to choose the right marketing channels
Using many marketing channels can spread your time and budget too thin. Start with the channels that best match your audience and goals.
01Give each channel a purpose
Some channels introduce your business to new people. Others help people compare options or make a purchase. Choose the channels that support the steps your customers need.
For example, search advertising often reaches people who are ready to buy, while social media is better for building awareness over time. Most businesses need a mix, but not every channel at once.
02Start with a clear focus
Give a small number of channels enough time and budget to test properly. Add others when you understand what is working.
Set a test period, such as eight to twelve weeks, and a simple goal for each channel. At the end, keep what worked, adjust what was close and stop what did not.
03Measure useful results
Views and likes can help explain audience interest. Also track enquiries, sales and costs so you can judge the value of your marketing.
Make sure every enquiry form and phone number can be traced back to its source. Even a simple question like "How did you hear about us?" is better than guessing.
04Work out what a customer is worth
Knowing the average value of a customer helps you decide how much you can sensibly spend to win one. Include repeat purchases if customers usually come back.
Compare this with the cost of winning a customer through each channel. The difference tells you where your budget works hardest.
05Look after the channels you own
Your website, email list and existing customers cost little to reach. A regular email to past customers can bring in more work than a new advertising channel.
Look after these first. Paid channels work better when they send people to a website and follow-up that already work well.
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