The 5 Performance Marketing Channels to Prioritize in 2021
Harness the Power of These Marketing Channels to Drive Results for Your Business
To drive true performance for your business, you need to align your marketing goals with the right channels. Today, we’re going to cover key channels that agencies like ours use each day to drive the results that our clients are actually looking for.
Performance marketing can be the perfect solution for businesses looking for result-driven digital advertising strategies. The approach has revolutionized the way digital marketers ensure that their ads reach the target market. Performance marketing offers scalable opportunities to reach an ideal target audience and measure the success of the campaigns.
The True Value of Performance Marketing
The advantage of performance marketing is that the payment for ad placement is based on actual results. In earlier days, performance marketing included mostly Pay per Click (PPC) campaigns. Today, digital marketers use a holistic suite of channels to make sure that tactics align tightly with a campaign’s goals and provide value to the target audience.
Digital marketers have to bear in mind that we live in a world where most users avoid advertisements. Because of this, the ad formats and designs have to make a true statement if they want to attract meaningful views and clicks.
Marketers should also use different strategies so that the advertisements are appealing and varied. These are some of the performance marketing channels that digital marketers should prioritize in 2021.
Search engine optimization, or SEO, involves optimizing your website to attract as many visitors to your site as possible, organically. Instead of setting aside money for an advertising budget to compete for desirable keywords, your actual website is primed to meet search engine users in the moments they’re most likely to engage with your brand online.
Businesses can benefit in many ways from organic traffic when a user clicks on their link appearing on the search engine result page. Digital marketers use organic SEO to create content, address technical errors on a website, optimize product descriptions, and purchase links. This requires a thorough understanding of the user’s search intent to leverage organic search as a performance marketing channel.
Many full-service digital agencies and SEO-specialist agencies help brands optimize their websites each day to improve their organic search presence. Through a sound strategy, you can transform your web presence into a true performance-driving marketing channel that delivers measurable results.
So what does an SEO expert actually do? SEO experts will optimize content, inbound and outbound links, and the technical aspects of your website to transform them into performance channels. They will also monitor the competition and find ways for the business to beat them.
SEO often effectively combines well with Search Engine Marketing (SEM), also known as paid search advertising or PPC, to merge organic and sponsored search strategies. By using PPC advertising, you can appear on top of search results for desirable search terms to generate more traffic, leads, and sales.
Social Media Marketing
Social media is a goldmine to attract and engage target audience members. Every social media platform has a unique niche that marketers can use to reach the target market. Facebook and Instagram indeed have the most extensive user base. But other platforms can offer avenues to target specific members.
For example, people using Pinterest are usually looking for unique products, which makes it ideal for online stores to target them. On the other hand, LinkedIn is best suited for B2B marketers who offer business tips or solutions for career growth. Businesses that focus on products or services for the younger generations can concentrate on TikTok or Snapchat.
Digital marketers can use social media platforms to generate traffic, amplify engagement, gain leads, and boost brand awareness. Most social media platforms placed restrictions on organic reach, so marketers should use paid avenues to boost content performance.
Programmatic Display Advertising
Buying programmatic media is one of the most effective ways to drive the performance of marketing campaigns. While there are many avenues marketers can explore, they mostly tend to use display ads.
Display ads are the digital answer to the billboards you probably pass each day on your way to work. They offer the eye-catching appeal of visual media while combining sophisticated targeting tactics to reach ideal audiences online.
Programmatic advertisers can focus on specific publishers to place their banner advertisements and take maximum advantage of contextual targeting. Publishers usually have a large database of audience and market segment data allowing them to strategically place high-target ads.
For example, a food delivery business can place a banner on Yelp to reach the target audience segment interested in getting food delivered to their home. Programmatic display advertising Is a great way to target missed out customers because they would have come across the ads on other channels.
Great ads enhance a user’s experience on a website, not interrupt it. With native advertising, digital marketers can create ads that look like a part of the content instead of competing against it for the audience member’s attention. Native ads can be in the form of article suggestions at the bottom of a social media post or a blog post.
Digital marketers also use native advertising that has been bought programmatically so they reach the target users based on their interests. A native ad introduces target customers to the top of the sales funnel by educating them instead of using typical sales pitches.
That way, it can capture consumer interest which is ideal for retargeting and moving users along the purchase journey. Native ads often generate more clicks than other advertisements because they imitate the rest of the content on a web page.
High-Impact Mobile Ads
Mobile phones are the most popular target for digital marketers in today’s world. But unfortunately, the sheer amount of advertisements on mobile phones has rendered users desensitized to those ads. Enter high-impact mobile advertising, which is designed to drive engagement on the devices where the most engagement happens.
They target the most used apps on mobiles and use interactive elements to draw attention. These full-screen advertisements allow the audience to choose products or features they are interested in and wish to learn more about them. Higher engagement mobile advertising users precise targeting to increase the click-through rates, which makes them worth the investment.
Each of these performance marketing channels has its own purposes and benefits, making it difficult to choose the universally best one. Digital marketers can use them individually and monitor the key performance indicators (KPIs) to determine which one works the best for the business.
Alternatively, they can also analyze the market to understand which channel will be preferred by the customers. Or as we mentioned before, specialist SEO and marketing agencies like GR0 can get them started to achieve faster and better results.
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Robb Fahrion is a Co-Founder and Partner of Flying V Group. He is passionate about helping businesses grow using the power of the internet. Robb graduated from Chapman University in Orange, CA and currently resides in Costa Mesa, CA. Robb enjoys writing about digital marketing, helping his clients turn their dreams into reality, and he is a HUGE Mike Trout fan.