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The Best Marketing Channels for Website Promotion

Антон Ставицький

28.12.2022

5 хв читання

The Best Marketing Channels for Website Promotion1645535458

Online business is no longer a novelty. Its owners are increasingly asking questions about how to improve sales sites, attract a large audience and create a desire to buy goods and services. Today, many channels for promotion have been formed, but which one is effective? Consider the popular options for attracting buyers, the features of their use for a specific business.

Using Website Optimization - SEO

Modern search engines (Google, Yandex, Bing, Baidu and others) work with the same principle. Entering a key query with further display of sites. In the first positions, those that maximally respond to the entered word or phrase. In most cases, competition is formed for ten places located on the first page, users rarely go to another one.

The main requirements for effective SEO promotion:

  • consider internal optimization. It consists of content, page loading speed, setting up landing pages for search queries, UX / UI convenience and compliance with search engine requirements;
  • quality of external optimization: work with snippets, opportunities for behavioral factors and backlinks to the web page.

So, if high-quality sites leave links to your page, the trust of search engines increases, the resource rises above the competition. It is important to think over the work and involve thematic resources and blogs, catalogs, and the media in cooperation. Products where backlinks are given with difficulty can be pumped through the development of their grids of sites, on freed domains on the topic, with their restoration.

What are the advantages and disadvantages of SEO promotion?

Advantages:

  • affordability of the price for attracting visitors and optimal investment in the long term;
  • a site that is in the top ten of Google, Yandex, does not require a large amount of costs, while traffic is free, and not with payment for each click;
  • the majority of the target audience makes the transition to organic sites, and not ad blocks;
  • trust in an organic site is higher;
  • opportunity to promote a variety of products.

Disadvantages:

  • getting into the top ten will take time and investment in improvements, content, interesting articles, links. The effectiveness of SEO promotion can be seen in more than three months;
  • not relevant for the business of providing seasonal products, services;
  • using a black promotion method is fraught with getting into the search engine filter and losing traffic;
  • the search engine algorithm is constantly updated, positions, traffic change;
  • linking the site to a geographic indicator. The need to further optimize pages for cities, regions.

Is it worth choosing contextual advertising?

Contextual advertising or PPC (PAY PER CLICK) is a variant of advertising integrations with payment for each transition - click. A well-thought-out, selling block in the search engine will be located above the organic site, but with the label - an advertising offer. How much does a click cost? The calculation is carried out by auction, where they raise the offer price of competitors. Whoever has the highest rate is on top. Accordingly, the transition of users with this placement is greater. Google also has a Google Shopping option, a product ad suitable for eCommerce. Each ad shows as a product with a price. Attendance depends on the image and the indicated cost, in this case. To launch this option, you should take care of the technical implementation: type of site, payment method, etc.

PPC has an important plus - the advertising campaign is launched quickly. So, in a day it is quite possible to collect a block of keywords, create an ad, transfer money to a Google account and start showing an offer to users.

Advantages and disadvantages of PPC

Advantages:

  • Quickly form, launch and receive visitors. Relevant for a new project;
  • Wide range of settings. It is available to specify the region, create a schedule, target a specific type of device and select a language;
  • The application perfectly justifies itself in the presentation of a seasonal business;
  • It is possible to combine with different strategies in order to optimize the conversion;
  • Optimal for testing a new niche, service, product;
  • You can present an offer in different formats (Google Shopping, banner block);
  • Remarketing setup feature - will be shown on sites that the user visits after yours. These are exactly the banners that follow users on different pages.

Disadvantages:

  • Display strictly on paid clicks;
  • In the popular realm, with competition, has a very high CPC;
  • Skills are required to set up a launch, constant monitoring, analysis of indicators from a specialist;
  • Services must be under constant supervision, uncontrolled launch is fraught with a rapid expenditure of the advertising budget;
  • Not all services and range are available for launch. There is a list of prohibited by law and browsers. For example, it is unacceptable to offer medical masks, intima;
  • Inefficient for a small filling of the resource with products in popular niches, with a lot of competition.

Social networks and advertising

Today, two social networks remain the most popular for Ukrainian users - Facebook and Instagram. They have become excellent options for promoting goods, services for which there is no demand yet.

For example, sales of wireless headsets - speakers, headphones - began with the filing in social networks. Prior to this, many people did not know that such solutions were available and, accordingly, did not form such queries in search engines. So, for projects without consumer demand, it will not be effective to carry out SEO optimization or launch contextual advertising. A modern way out is a target in the selected social network.

The advertising option comes out in blocks, when viewing the news feed, in stories, in the messenger. Such advertising is not intrusive, often it is a regular post, pictures and videos, by clicking on which people can go to the offer page.

When preparing advertising in social networks, you should carefully select the design and choose a good text for the presentation of goods and services. The best result can be obtained with the services of marketers!

Advantages and disadvantages of SMM

Advantages:

  • The cost of conversions is in most cases cheaper than PPC;
  • It can be used for goods with already formed demand and new positions;
  • Retargeting feature available;
  • Wide audience and expansion of brand awareness;
  • Setting with a large selection of tools, to attract the target audience, an indication of the region is available;
  • Opportunity to collaborate with a blogger or influencer. Often advertising is free, friendly, for barter - the provision of a service or product;
  • A good solution for an integrated approach, along with SEO and PPC.

Disadvantages:

  • Does not provide a quick result, it is shown to the audience that is not looking for these offers;
  • Not for all niches;
  • Ads are carefully moderated, they are not always passed through the rules of social networks;
  • Financial costs for high-quality shooting, filing;
  • We need constant monitoring of comments, messages;
  • Pages of business sites must be constantly updated, comprehended and effective presentation of data during transitions is required.

Advertising with email marketing

Using promotion through the email marketing channel begins with the formation of subscriber bases. In the absence, it is necessary to collect it from customers, from forms on sites, messages with a discount for subscribers.

Advantages and disadvantages of email marketing

Advantages:

  • Low cost of sending letters;
  • A quick way to disseminate information about profitable offers, assortment updates;
  • Users that subscribe to newsletters are usually a loyal audience;
  • The best choice for information, commerce;
  • Analytics available: read letters, number of clicks;
  • Almost all users have email;
  • Clear setting for mailings;
  • Increases the number of returns to the site, repeat sales;
  • The ability to send an automated chain of letters, messages. Relevant, for example, for submitting a training that will take place in a month or a message about products added to the cart, but not purchased.

Disadvantages:

  • Investments in thoughtful text, presentation, design, layout;
  • Newsletter often ends up in the spam folder;
  • It will take time to collect a subscriber base, but its presence is mandatory;
  • It is not recommended to conduct mailings to purchased bases, the response is almost always negative.

The bonus of using mailing for a company is the chance to send whole chains of letters, triggers automatically using special services. Marketing letters push to buy a service or product gradually, unobtrusively. Also, such reminders can be connected about the goods added and left in the basket, without a purchase.

Which channel is best for business promotion?

The choice of a promotion channel depends on the goals, the time to achieve, and the specifics of doing business. It is also important to assess competition, fill the niche and a high-quality marketing strategy.

After determining the promotion channel and budget possibilities, it is recommended to test and use other options, excluding ineffective types for yourself. Indeed, without testing it is difficult to find the optimal solution for a specific project.

When launching a new brand or product - new items that do not yet have demand - social networks will do. It is relevant to use them for a product for which you need to look for customers, especially with advertising from bloggers, appearing in history.
Newsletter - email marketing will be a great addition to any promotion channel, it helps to create communication.

Serious sites with a long-term perspective work best with omnichannel marketing. It uses a complex of popular promotion channels for one strategy and communication field, forming the maximum access of the target audience to the product.

Антон Ставицький

Редактор, Ocean

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