The 4 Musketeers of Digital Marketing Channels

Developing a larger audience in the digital age requires the use of various digital marketing agencies. Knowing which Agency brings the most visitors is key in producing a successful marketing strategy for the digital world. Channels in which most users discover new websites are; social media, email, pay per click, and organic searches. By utilizing these four marketing channels, both business-to-business and business-to-consumer companies can find a blend that will bring them the most customers.

Finding More Visitors

Bringing more users to a website is a big step for growth, however, getting the user to stay on the site and look through multiple pages is the overall goal. Every one of the four channels is capable of increasing a company's audience size, especially organic searches. People discover websites through different channels at various rates. For example, organic search discoveries are roughly 54%, whereas pay per click, results in only 18% of website discoveries. Email and social media channels show that people discover sites at rates of 51% and 32% respectively. Visitors discovering a website through an organic search are twice as likely to engage and visit five pages or more on that site. Social media however has the highest bounce rate, meaning when a user lands on that page they do not stay for very long.

Increasing Customer Base

Making these marketing channels more valuable is their versatility to be used by business-to-business companies as well as business-to-consumer companies. Not only can the channels be used to generate leads, but they can also produce quality leads as well. Although, there is one thing to understand. Just because one channel generates more leads does not mean that the same channel generates quality leads.

Taking a look at the data for the companies social media can generate the most leads at 14%, yet only 18% of those are qualified leads. Tied with social media for generating leads are organic searches which also produces a better rate of quality leads of 36%. Email is the channel that generates the second most leads at 13% and also has the highest quality lead rate at 40%. Even though PPC only generates 6% of leads, surprisingly 18% are quality leads.

In the realm of e-commerce and business-to-consumer companies, the data looks a bit different. Organic searches are responsible for 18% of e-commerce company customers. From the 18% of e-commerce company customers that come from organic searches, 50% of those customers remain customers longer than average. Pay per click has more presence in the e-commerce world than in business-to-business, making up 10% of the e-commerce customer base. Customers visiting through PPC last 37% longer than the average customer. Email-only brings 7% of customers to e-commerce companies even though 12% of them keep coming back. Social media generates no above-average data for e-commerce companies, only bringing about 1% of customers who last for the average amount of time.

Find What Works

Being able to get the most return on the investment is what business is all about. When it comes to marketing channels, organic searches and Emails offer the most quality results for the price. Pay-per-click and social media agencies are still very useful, it is just a matter of finding the right mix of all four channels for optimal functioning in the digital world.

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