Which Marketing Channels Work for Which Messages?

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Crafting a marketing strategy today is a lot more challenging than it used to be, especially in the realm of digital media. Not only are there more avenues to explore, consumers today also expect a lot more from the ads they see. For ecommerce brands, determining where to spend time and money on marketing efforts is (or should be) a major priority.

Developing a solid content strategy will help you in numerous ways. Not only will this help you with creating actual content to share with your audience, but you’ll also have a record of what you have done that you can tweak accordingly as you find out what is working for you and what isn’t. In fact, over 60% of the most successful content marketers have in place a documented strategy.

Before you can start strategizing, you need to have an understanding of what is out there. What are the main tools you have at your disposal, and when are they appropriate to use?

Understanding the Differences
Successful brands strike a balance between choosing the right platforms and utilizing each platform in the right way. Certain types of content (which we will discuss in detail below) are better suited for certain platforms, and additionally, it is important to analyze which platforms will be beneficial for your brand, and which are less likely to be. Crafting an appropriate content strategy involves balancing both of these considerations.

Let’s discuss four main channels and how they may each fit into your content strategy.

Social Media
social media marketing channels
Image credit(s): Marketing Land


Social media is an incredibly broad term and is not something that you should look at in a big picture sort of way. Social media is beneficial for every brand, but this does not mean you need to have a presence tunisia telemarketing data everywhere. Rather, you should develop an understanding of each of the main platforms and decide which will be best for your brand.

There are some overarching trends to note with social media, most significantly being the presence of visual content. Posts with visuals have for a while now been the ones that receive the most engagement. Tweets with photos get 150% more retweets than those without, and Facebook posts that include photos get on average 2.3 times more engagement.

Channels like Instagram and Snapchat, which are completely visually based, continue to see great user growth, with Instagram surpassing 600 million monthly active users and Snapchat surpassing 300 million monthly active users.

marketing channels facebook stories
Image credit(s): Facebook Newsroom


New features also clue you in on the importance of visual content. Instagram, Snapchat, and most recently Facebook all have visual “story” features which allow users to post images and videos that will automatically disappear after 24 hours. Live video has also been integrated into Facebook, Instagram, and Twitter, another popular visual trend to make note of.

So- which platforms should you be using for your brand? Here’s a quick chart from Marketing Strategy X detailing the main differences between all of the most popular channels:

marketing channels social media comparison
Image credit(s): Marketing Strategy X


The Takeaway:
There are differences with each major social media platform, and you don’t need to have a presence everywhere. However, when you do decide which you want to utilize for your brand, be sure you are incorporating high quality visuals as a main part of your message.

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Blogging
Blogging has been around for a long time now and it shows no signs of stopping. What’s even better is that there is no industry where there isn’t a desire for quality blog content. It isn’t a matter of if you should run a blog on your website, but rather how you should go about doing it, and what content people want to see.

marketing channels to blog or not to blog
“To blog” is the answer you’re looking for. Image credit(s): Microweber


The main point to keep in mind here is usefulness. Your blogs should be viewed as highly useful and relevant to your target audience. So what does that mean, exactly? Each piece of content you put out should teach your audience something related to your business. Maybe that means sharing a new recipe if you run a culinary business, or introducing the new iPhone if you run a tech-based content website.

Good blog posts make your customers happy, and they also make search engines happy. New postings signal to search engines like Google that your website is one that is an industry leader, providing users with relevant and up to date content.