Five underrated digital marketing channels in today’s market

by | Jul 17, 2020 | Analysis, Public Relations

The world has been turning digital for years, and the pace of change has only accelerated with the ongoing coronavirus epidemic. In today’s market, small businesses need to focus on scaling effectively, and with the maximum return on investment, but many are looking in the wrong direction as they devise their strategies. Here are five digital PR and digital marketing channels which are often overlooked in the pursuit of growth.

1. Podcasts

The popularity of podcasting has skyrocketed in recent years, and small businesses are beginning to jump on this trend. Launching a podcast can be a great way for a brand to boost exposure while positioning itself as an expert on a topic.

For business owners with neither the time nor energy to run a podcast alongside existing operations, serving as a guest on podcasts relevant to a brand’s niche or target audience is another great way to reach new customers.

2. Google Retargeting

The vast majority of businesses with foundational digital marketing strategy already use Google’s Pay-Per-Click (PPC) or SEO tools, but few make the most of Google Retargeting Campaigns.

With Google Retargeting Campaigns, business owners are able to use anonymous cookies to monitor users as they navigate the web. This data can then inform the placement and timing of secondary ads, whereby businesses can focus on reaching out to potential customers who are already primed to respond positively to advertising from that particular brand or niche.

3. Bing

No, this entry on the list isn’t tongue in cheek. Bing may not be as big as the gargantuan Google, but this may actually lend an added advantage for small businesses: effectively, there is also less competition on the Bing search engine compared to Google.

This means that small businesses pay a lower price for advertising, and smart SEO targeting can still help drive leads to a brand’s website.

4. LinkedIn

LinkedIn is often overlooked compared to its social media cousins Instagram and Facebook, but this doesn’t mean that the platform isn’t still an excellent business-to-business (B2B) tool for service providers. In fact, almost no other channel is as good a resource for B2B networking: LinkedIn makes it easy for users to share information on their respective profiles and build authority.

LinkedIn can also facilitate conversations with potential clients, or warm the waters before a business reaches out to make a direct pitch. It can also help users assess a brand before getting in touch: a well-filled out LinkedIn profile is often a good sign that a potential customer or client means business.

5. Email

Often, the best way for a business to grow isn’t just by finding new clients. In fact, sustained, long-term growth often comes from making the most of clients that a business has already worked with.

Email in this instance can deliver an excellent return-on-investment, where a business isn’t forced to cold-call prospective customers but is instead relying on previous correspondence and proof-of-value to secure a sale. The goal here is to re-sell, or up-sell, an existing contact list.

By tapping into these unsung heroes of digital marketing, brands can get the most out of their advertising budget while acquiring the right types of customers- not just a few new ones.

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Ronn Torossian
Ronn Torossian is the Founder and CEO of 5W Public Relations: 5WPR is one of the 20 largest PR Firms in the United States.

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