There are many e-marketing channels available to your business today- even if you don’t have the marketing dollars of a Fortune 500. But every company is looking to create the right mix – a dash of email, a sprinkle of social, a scoop of SEO – to create the perfect e-marketing mix. You want a secret sauce that will feed a constant stream of leads into your sales funnel and get search metrics that show you did it right. So how do you know what will work and what won’t work for your company?
One way to start is to not get swayed by the hype. You don’t want to waste your valuable marketing dollars and time on channels that are the latest tasty thing, but just don’t really set the table for your company. While you will want to try a few new e-marketing avenues, you need to stay true to who your company is and what you produce. Research pulls in the experts (like Steelsmith Group) and put your digital marketing program together.
One thing to keep in mind is that you need to stay on top of the data. Just like everything – or almost everything – in life, what works for e-marketing is always morphing, mixing and moving. We found some current data from the search technology firm, Conductor, that we is think worth sharing about what online channels may yield you the highest return – based on your company type. The data tracks through social, organic search, email and PPC to gauge which channel gets the most visitors, gives you the most customers and “ gives you the most bang for your click.“
This tidbit from the study may surprise some – Organic search is the top driver. “Visitors from organic search are 2X more likely to be extremely engaged and visits more than five pages when compared to the other channels,” states Conductor.
Take a look – and don’t miss the infographic that lays it all out cleanly.