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Using multiple online marketing channels simultaneously to promote your business is called digital online marketing synergy. Many marketing experts feel it’s the most successful method of marketing available to business, particularly when it comes to launching a new product or service. Examples of using different channels and generating online marketing synergy include:
- Posting an announcement on your website
- Filling your social media pages with information about the new campaign
- Sending an email blast to everyone who subscribes to your business’s email newsletter
- Posting a promotional video on your YouTube channel
- Drafting an informative blog about the new campaign
- Setting up some high-quality, carefully drafted Google AdWords display advertisements
- Drafting white papers
- Off-line marketing such as radio interviews and speaking events
Good digital marketing synergy does more than simply provide your customers with information about a recently launched campaign, it’s also an excellent way to:
- Create brand awareness
- Increase the number of customers you reach
- Help boost credibility
- Improve your search engine rankings
At first, some business owners resist the idea of digital marketing synergy, because they’re convinced that trying to create and maintain multiple marketing channels will drain all their time and resources. However, businesses who have employed a digital marketing synergy plan report that the opposite is true. They’ve found that the multiple channels actually improved the efficiency of their marketing.
The biggest problem with focusing all your marketing on one or two channels is your limiting your scope to the members of your target market that use those channels. Digital marketing synergy broadens your scope, which results in increased sales.
Get Creative with Content
Digital marketing synergy allows you to reach a larger portion of your target market than only using one marketing channel. The problem many businesses encounter is that by using multiple marketing channels, there will be some overlap. A portion of their customer base will encounter the marketing material in different areas. Today’s consumer doesn’t like being bombarded with the same marketing material. If they see the same thing multiple times, they’ll write it off as spam. The best way to prevent this from happening is making sure that while all your marketing material gets your point across, you should change up the content. Provide different information about your business or current marketing campaign on each channel. Include a link in each channel that encourages the person viewing it to click and be directed to your website where you provide additional information.
You’re going to find that the better you understand your ideal customer, the easier it becomes to not only determine which marketing channels will be the most effective for your particular business, but will also help you create content that strikes a chord in consumers, which in turn leads to a significant increase in sales.
Gauging the Performance of Digital Marketing Channels
It’s true that using digital marketing synergy is a fantastic marketing tool, but it’s also true that setting up and maintaining each channel is time-consuming. While most companies start out using lots of different channels, the businesses that are at the top of the marketing game have learned how to gauge the performance of each channel. They stop using the channels that simply aren’t generating the desired results and pour additional effort into the high performing channels.
The metrics you should track include:
- Bounce rate
- Lead-to-close ratio
- Total visits to your website
- How many of the visitors to your websites were first-time visitors
- Customer retention rate
- Total conversions
- How much each lead cost
- The projected return
Most online marketers turn to Google Analytics for assistance gauging which marketing channels are generating the best results. For additional help in reaching your target audience through a variety of digital marketing platforms, reach out to SocialSEO today for a free quote. Our premiere digital marketing company can get your online campaigns on the right track before you know it.