Marketing channel

The right marketing channel allows you to turn quickly: choose wisely

Buyer behavior and the economy are changing at an unprecedented rate.

We have seen drastic changes in consumer buying behavior, as well as disruptions in manufacturing, logistics and other areas.

That’s why it’s important for digital businesses to pivot quickly.

Now more than ever, you need to reach customers in the most cost-effective way possible

Pushing your product through the wrong channel for sensitive times is not only costly, it can backfire dramatically.

Are you in organic contact with people who are actively seeking information about the unique problem that your product or service may solve?

This article explores search marketing strategies to increase visibility for your business in the fastest and most profitable way possible.

Choose the right marketing channel

Why are you aiming for a presence on the digital platforms you are on?

Have you read an article saying that voice search is the future or that webinars are the best way to generate B2B leads?

Many companies take a reactive approach to search marketing.

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Most marketing teams try to cover as many channels as possible and go to great lengths to reorganize marketing budgets as necessary.

Responding can be extremely costly.

Is your team wasting time and resources creating a channel that ultimately won’t deliver value?

How do you know which channels will return the highest value?

Ask your audience.

Want to know which marketing channels will be the most effective?

Then understand how your potential buyers treat the information.

Does your marketing campaign use the same language as your customers, through the medium that they naturally process information?

Learning results from what the buyer does and thinks.

We process all information at our own pace, in our own way.

You can advance brand awareness by talking to your audience at the touchpoints they will learn.

What are the different types of learning styles?

The idea of ​​individualized learning styles really took off in the 1970s.

But it is Neil Fleming’s (1993) VARK model that has become the most widely used framework today.

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VARK stands for four learning styles:

  • Visual.
  • Auditory.
  • Readind, writing.
  • Kinesthetic.

Let’s look at these four learning styles.

Visual (Spatial)

Visual learners relate best to written notes, diagrams, and pictures.

To process what they are thinking, they will write down their thoughts or sketch a mind map.

Typically, a visual learner can easily visualize plans and results, enjoys drawing, and rarely gets lost.

Strategies that work:

Hearing (Aural)

The majority of musicians are auditory learners.

Auditory learners, or auditory learners, need to hear step-by-step instructions on what to do.

They have no interest in reading long blog posts.

They depend on hearing the information.

Is there a member of your team who rhythmically taps their fingers on their knees while working?

This can be a telltale sign of an auditory learner.

Strategies that work:

Reading / writing (linguistic)

Language learners receive their input best through a combination of verbal and written instructions.

While studying something new, they can read a blog or article aloud while writing down the main takeaways.

If you find yourself reading a few aloud, you may be a verbal learner.

Strategies that work:

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Kinesthetic (Physics)

More commonly referred to as a “practical” or physical learner, they prefer an activity.

Attending a conference or reading instructions is a waste of time.

They are of the “jump and get your hands dirty” type.

Do you know the coworker who is extremely lively and always needs to be on the move?

It is the sign of a rare and precious learning capacity.

It is because of their kinesthetic nature that they are very good at using and understanding body language.

Strategies that work:

  • Video.
  • Video ads.
  • Social media ads.
  • Subscription boxes.
  • UX gamification.

A theory of multiple intelligence developed by Dr. Howard Gardner (1983) has expanded to include:

Social (Interpersonal)

Social learners are individuals who appear to be involved in all community activities.

They enjoy interacting with others and working as a team.

They need feedback from their peers and often “run the hive”.

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Interpersonal learners listen well and sympathize with what others think.

This is why people tend to seek advice from social learners and like to bounce off their ideas.

Strategies that work:

  • Exclusive discussion groups.
  • Online conference.
  • Social media.

Lonely learners

Researchers and authors often have a strong lonely learning style.

They require introspective thinking to fully process information and tend to be more concerned with goals and results.

Simply put, they prefer to learn on their own and tend to be left on their own.

Logic learners

It’s a unique way to learn.

Logical learners can easily recognize patterns and easily connect otherwise meaningless concepts.

They are especially interested in understanding the why of a content or a strategy.

Logical learners like to extract key points from material into neat and organized lists.

Apply learning styles to search marketing

Once you’ve identified the learning style of your audience, apply these methods to your marketing strategy.

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How your audience learns should influence which channel your marketing campaign uses.

You don’t need to cover all digital marketing channels.

You also don’t have to jump on all the trends in search marketing.

What you need to do is maximize your marketing budget.

Here’s how to speak to your audience in the way they process information.

Marketing channels by learning style

Video

  • Youtube.
  • Facebook Live.
  • Embed video.

Visual and kinesthetic learners focus on touch and movement.

They need a visualization or a practical project to process the information.

Working in a digital space, we’re not always able to deliver a physical experience – unless you can build gamification or subscription boxes into your business model.

But, most of us are able to invite the user to participate in a hands-on exercise.

Invite your audience to follow one of your processes using video marketing.

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For example, have your audience pull out a pen and paper and write a cost per acquisition equation while you model the equation on a whiteboard.

You can show your audience where they can go to access the information they need if it is not readily available.

If you’re not comfortable with projectors, or your makeshift home office isn’t the best backdrop, consider a demo with images turned into an animated slideshow or screen share.

Try to focus on an activity that causes an object to move.

Bruce Clay provides a great example of a visual (+ physical) demo using a pot of marbles to explain the siled architecture of a website that would make a wonderful demo video for visual and kinesthetic learners.

Podcasts

  • Spotify.
  • Audible (audiobooks).
  • Buzzsprout.

There’s a reason Google released a text-to-speech extension that allows users to listen to web pages.

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Rhythm and songs help us learn our alphabet, planets, months of the year, and safety precautions like “stop”, “drop” and “roll”.

I bet you can think of a favorite childhood jingle right now.

For auditory learners, sound, rhythm and music are essential for processing information.

Similar to auditory learning, language learners use rhyme and rhythm.

When creating content, consider what it sounds like when read aloud.

Try incorporating dramatic speech or applying mnemonics that use the first few letters of words to make sure the key points stick.

Webinars

  • Zoom.
  • Skype groups.
  • Online conferences.

Due to the global move towards working from home, conferences and private groups are now taking place virtually.

Zoom has become a popular platform with its unique background screen feature.

A social learner needs meetings, peer reviews, and workshops.

It’s all about interaction and collaboration.

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They are the muse behind the popular “could have been an email meme”.

Inbound Marketing

  • Statistics.
  • Model.
  • Spreadsheet.
  • Research article.

Lonely, logical learners need to see the end goal and understand why it is important to them.

They will look to search engines or a trusted news site (like Search Engine Journal) to start researching a topic.

Provide them with the why up front, stick to the facts, and offer a takeaway (downloadable) to study for themselves.

Note: Logic learners tend to overanalyze things and will fall into the rabbit hole.

Keep them coming back using factual newsletters and retargeting ads.

Bonus: pay per click

  • Research network.
  • Display network.
  • Social media.
  • Video.

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When it comes to marketing channels, PPC is so diverse and can be used to appeal to any learning style.

Google Ads will connect you with the lonely, logical learners who start looking for products, services, or information you can provide.

Display ads, within Google’s search network or a social network like Facebook, create demand by presenting your brand to visual and social learners.

When handled properly, pay-per-click advertising is an unbeatable force.

This article by Katy Lucey will help you match PPC platforms with your campaign goals.

Learning styles are a simple and powerful tool for communicating effectively with your audience.

Become aware of how your target audience treats information.

This will put you in a unique position to meet their needs and alleviate their weak points.

Now create a highly effective customer experience that the competition just can’t touch!

More resources:

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Image credits

Featured Image: Created By Author, April 2020