23 August 2018 How to best channel your digital marketing

You want to market your business or services, but what’s the best way to take advantage of mobile and digital marketing? The vast array of channels can sometimes make it difficult to choose which are best suited to your business. 

We've broken down four channels to help you choose. 

Your website

Your website - large or small, government or not-for-profit - is generally the first point of contact between you and your clients.

Your business information - presented clearly and succinctly - is a major digital marketing opportunity. Clients looking for their specific requirement are rewarded when search engines return a clear match - hopefully by your website!

In the early days of website development, organisations provided screeds of information about themselves. These days, we’ve learnt to take a user-centred approach: focus on what your clients want from you.

Get the basics right - essential information, services, testimonials and contact details - and your website will inform your clients’ business needs. A website as a digital marketing channel will deliver business returns time and again.

Social media

Love it or hate it, social media is here to stay. The business challenge is to harness the opportunities social media offers.

You may elect to use one or many social media platforms, but the essential requirement is to deliver a consistent message. That message should conform to your business strategy, reinforced by your website.

Using social media can help develop relationships, increase your networking opportunities and provide you with an ear and eye for popular trends and activities. With each social media platform, your digital marketing is increased and enhanced.

Deliver your engaging content via social media, and this digital marketing channel will reward you in many ways.

YouTube

We’ve had the radio star, the TV star and now it’s the turn of the YouTube star!

There’s no doubt that video is the most widely used and far-reaching digital marketing channel. The numbers are astonishing. As of last year, YouTube had 1 billion views a day. More than 300 hours of video are uploaded every minute to YouTube.

Clearly, this is a persuasive argument for marketing content in video format. As with social media, the more interesting and engaging your content is, the more likely you’ll increase viewership and access to your own business. For example, check out our work for Sustainability Victoria here

By using video in conjunction with social media, you can market your business even wider - while still delivering content true to your authentic business.

With the three digital marketing planks of website, social media and video in place, your digital marketing channels are almost complete.

Out of home advertising

Out of home (OOH) advertising is not a new concept; businesses have been using billboards and signage for a long time.

According to Wikipedia, out-of-home media advertising is focused on marketing to consumers when they are ‘on the go’ in public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations (such as in a retail venue). OOH advertising formats fall into six main categories: billboards, street, roads, highways, transit, and alternative.

The introduction of digital into OOH advertising offers exciting opportunities. At its simplest functionality, digital billboards rotate different images where previously a print billboard only displayed one image at a time.

In Japan, the growth of OHH advertising is huge. One of the key features is the concept of ‘forced visibility’ - think of the time commuters spend at train stations where digital boards abound.

While OOH digital channels might not initially suit everyone’s budget, the advances in programmatic OOH should soon prove the value of this exciting new digital marketing channel.