Guest blog post by KEO Marketing
How do you determine the best advertising channels for your technology business? With seemingly endless possibilities in both digital and traditional media, this exercise can become overwhelming.
Some companies focus on using one channel while others spread their messages across every available option. Although both strategies can deliver results, they may not offer the best approach.
Finding the right channel mix for your company depends on your unique requirements. To begin, consider your target market. Do you understand their preferences when it comes to consuming information? Digital channels will often rise to the top. A Nielsen report found that, on average, Americans own four digital devices and spend 60 hours each week reviewing content on them.
Once you identify the available channels, you need to ask several questions:
- Why is each channel important for you to consider?
- Where will your potential customers see your ads?
- How much does advertising on each channel cost?
- What type of ad formats does each channel support?
- What channels do your competitors use?
- What trends do the experts predict for these channels?
Typically, every technology company should consider leveraging these five channels for the highest return on investment:
Also known as search advertising, paid search, or search engine marketing (SEM), pay-per-click (PPC) involves advertising on search engines such as Google and Bing. You use PPC with search engine optimization practices to form a comprehensive search strategy.
Because PPC targets people based on their searches, it only puts your solution in front of individuals who are already looking for it. This highly targeted approach increases the chances of potential customers clicking on your ad for more information.
Currently, Google processes an average of over 40,000 search queries every second or over 3.5 billion searches per day. Many companies want to leverage this significant and highly targeted audience. Also, PPC campaigns allow you to control your spending. You only pay when someone clicks through to your landing page.
With display advertising, you advertise your company or solution on selected websites. You can create ads in a variety of shapes and sizes to reach large targeted audiences. Many technology companies use display advertising to grow brand awareness, increase website traffic, and ultimately generate new business.
Where can you place your display ads? You should focus on sites which sell ad space and attract your target audience. Each website will offer different pricing structures and placement opportunities.
Analysts estimated over 8.1 billion mobile connections exist in the world today. As a greater number of users move away from their desktops, mobile advertising creates an incredible opportunity for technology firms to engage with their audience regardless of location. Mobile ads are similar to display ads, but designed to run on smartphones and tablets.
Although email marketing has been around for a while, it is far from obsolete. In fact, email marketing continues to offer the highest return on investment for marketers. Even with new technologies emerging, email marketing produces $38 for every $1 spent.
Why such impressive potential? Buyers still rely on email to learn more about businesses and make informed purchasing decisions. However, the key to your success lies in building a quality list and creating a compelling design to capture interest.
Of all the groups the Content Marketing Institute surveys, technology marketers report a 95% adoption rate for content marketing, which is the highest among all groups of marketers. The study shows technology marketers allocating more of their total marketing budget to content marketing, as well as using a mix of tactics, social media platforms, and paid methods to distribute their content.
Content marketing involves writing blogs, white papers, case studies, and articles to provide meaningful information to your target audience. When managed well, content marketing complements every other advertising channel you use.
These five advertising channels do not represent the full scope of options available to technology companies, but, they do create a solid foundation for every business. When you incorporate these channels into a comprehensive marketing strategy, you can position your business for maximum returns.
Sheila Kloefkorn is the President & CEO of KEO Marketing Inc. The Phoenix Business Journal recognized Sheila as one of the Top 10 Business Leaders of the Year. Reach her at email@example.com.