5 most powerful digital marketing channels

Luke Baker

Digital Marketer

31 August 2021

Each digital marketing channel contributes to an organisation’s overall marketing strategy and complements other tools in an organisation’s marketing mix. We’ve listed the five most effective digital marketing channels to consider adopting into your marketing strategy. 


1. Video marketing

Video marketing is currently one of the most popular digital marketing strategies and looks to continue in this fashion for the next 10 years. Research conducted by Wyzowl  demonstrates this increase in uptake and the significance placed on video marketing as an important part of digital marketing strategy :

  • 86% of businesses use video as a marketing tool.
  • The number of businesses using video as a marketing tool has increased by 41% since 2016.
  • 93% of marketers who use video say that it’s an important part of their marketing strategy.


Video marketing has been shown to not only increase brand recognition, but also be very successful in increasing traffic and conversions. This is achieved by uploading videos on sites like YouTube and Vimeo, as well as, promoting them on social media platforms, to increase social sharing.


Within the video, presenting important information in a dynamic, fluid and engaging manner will assist in hooking and immediately attracting the user. Social videos that receive the most interaction and shares are brief, to-the-point, give outstanding material, and amuse and engage in an easy-to-digest manner.


2. Social media marketing

Almost three-quarters of marketers surveyed by Marketing Week stated  ‘increased acquisition of new customers’ as their top outcome from social media in 2021, a 58% year-over-year increase.


Creating unique social media material, such as blogs,videos or tailored posts, and sharing it on social media platforms like Facebook, Twitter, LinkedIn, and Instagram, is one method to utilise social media to develop consumers. Audience engagement should also be an important part of your social media strategy. Asking questions and inviting discussion can be an alternative method to gain interaction and engagement.  Most importantly, respond to inquiries and comments as soon as possible.


To go one step further, these four tips can help supercharge your social media engagement:

  • Make use of tagging
  • Analyse data from posts and content that have been successful
  • Integrate holidays, notable dates for your audience/industry and/or trends into social content
  • Utilise social media advertising tools, such as Facebook’s Custom Audiences and Look-a-Like Audiences. This will broaden your content’s reach to pages with characteristics comparable to the current audience base and email list.


3. SEO

More than 1.3 million businesses, website publishers, and nonprofits nationwide have benefited from using Google’s advertising solutions. There are two key  elements to successful SEO digital marketing – traffic and conversion. Because the person conducting the search is actively seeking information and has a clear demand and need, SEO-generated traffic is more likely to convert at a greater rate than ad-generated traffic.


Utilising SEO will help your businesses website rank higher in search engine results. This means increased traffic to your website and in turn creating greater potential for more business.  This will also allow your company to be visible  at the perfect time, when your target audience is looking for an organisation just like yours. Optimised conversion content based on your audience’s purchase stage will present them with the appropriate message.


4. Email marketing

Email marketing is one of the most important digital marketing channels because it can have the highest ROI of any marketing effort. For every £1 you spend, there can be £38 in revenue in return.


Email marketing is a non-intrusive technique of delivering highly relevant material to a subscriber’s mailbox. Email marketing campaigns are a great method to grow client base and revenue. It also enables your business to communicate and keep in contact with consumers by notifying them of upcoming events, additional services or new product offers. To ensure that your email marketing is effective it’s also crucial keep an updated email list and create personalised emails that include a clear CTA to increase click-through rates.


Creating an email newsletter can also be  one of the most effective methods to engage a client or potential consumer and boost traffic to your website. Your business can maintain engagement with weekly or monthly email newsletter mailings that provide important information to convert or expand your client base.


5. Content marketing

Content marketing, like email marketing, is one of the most efficient digital marketing strategies for generating ROI. Leads, as opposed to internet visitors, are those who are very likely to buy your product and become loyal customers as you cultivate the connection.


Potential promotional material could include blog posts, infographics, video content, news, checklists, case studies, webinars and white papers. You should consider which of these content types  will be most successful in communicating to your target audience, based on where they are in the purchasing cycle, content of interest and how they absorb information.


It’s crucial to provide continuous, high-quality content to improve organic traffic and lead generation. This is unpaid traffic that comes from people who visit your website through search engines, therefore consistency is key.


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