The Best Performance Marketing Channels For Dominating The Digital Market

When it comes to delivering the performance – sales, leads and others, there are very few channels that fit all. Channels performance depends on its capability such as audience targeting / retargeting, bidding options, tracking, analysis and optimization.

Below are the channels which work towards the bottom funnel goal and are highly suggested to be included in the performance marketing. These channels would be the planners go to channels for their performance marketing plan.

• Search Engine: This high intent channel combines organic SEO (ranking for relevant keywords) and paid search advertising (like Google Ads, Bing etc). Users open search engines and look for the solutions which they are looking for. SEO works on making a site relevant by on site keywords inclusion in the content and offline link building and it takes time to perform. Whereas paid search advertising which is also referred as SEM (search engine marketing) gives instant results in terms of listing and ranking in the Search engine.
• Social Channels: Platforms like Facebook Ads, LinkedIn Ads, Reddit and Twitter Ads allow targeting users based on demographics, interests, and online behavior. This laser focus on high-intent users makes it ideal for driving conversions.
• Display Networks: Ad Networks like Google Ads covers 90% of the internet audience in India. This enables marketers to reach their audience who are actually shown interest in the category or products Via in market, competition site/app visitors signals. The display network channels charge on clicks and optimize to drive sales, sign ups, installs or enquiries.
• Native Ads: Native advertising is a form of paid advertising in which the ads match the look, feel and function of the media format where they appear. They fit “natively” and seamlessly on the web page. Unlike banner or display ads, native ads don’t really look like ads, so they don’t disrupt the user’s interaction with the page.

Content & Lead Nurturing Channels:

• Email Marketing: This is a quite old channel but still the choice of many marketers for performance marketing. Build an email list and send targeted campaigns with special offers, product updates, or educational content. This nurture leads and keeps them engaged, ultimately driving sales. It also works as one of the marketing touch point works on the 1^st party audience to drive cross or up sales.
• Content Marketing: Creating engaging content like blog posts, research papers or infographics establishes you as a thought leader and builds trust. This content can then be used to capture leads and nurture them towards conversion.

Other Strong Options:

• Affiliate Marketing: Associate with relevant websites, coupon / discount sites or influencers to promote your products/services in exchange for commissions on sales.
• Conversion Rate Optimization (CRO): Analyze user behavior on your website and optimize it to increase conversions (e.g., improve checkout process or landing page design).

Here are some key bottom-funnel metrics keep in mind to evaluate and optimize your campaign performance:

• Ad Clicks to Sales%: Percentage of visitors who complete a purchase.
• Ad Clicks to Lead%: Percentage of visitors who submit a lead form.
• Customer Acquisition Cost (CAC): Cost of acquiring a new customer.
• Average Order Value (AOV): Average amount spent per order.
• Customer Lifetime Value (CLTV): Total revenue a customer generates over their relationship with you.

While there’s no magic bullet for dominating the digital market, some performance marketing channels can give you a significant edge. Here’s a breakdown focusing on growth and scale:

Channels for High-Converting Sales Funnels:

• Retargeting Ads with Scarcity & Urgency: Combine retargeting with elements of scarcity and urgency (limited-time offers, countdown timers) to nudge website visitors who have already shown interest towards conversion.
• Subscription & Membership Models: Offer subscription boxes, software with freemium tiers, or exclusive member content to generate recurring revenue and build customer loyalty.
• Conversational Marketing & Chatbots: Utilize live chat, chatbots, or messaging apps like Whatsapp to engage with potential customers in real-time, answer questions, and drive sales.

Here are some more points to remember from the campaign performance perspective:

• Omnichannel Strategy: Don’t operate in silos. Combine these channels for a cohesive customer journey that reaches them across different touchpoints.
• Data-Driven Optimization: Constantly track and analyze performance metrics (like click-through rates, conversion rates, and customer acquisition cost) to optimize your campaigns and maximize your return on investment (ROI).
• Experimentation & Innovation: The digital landscape is constantly evolving. Be willing to experiment with new technologies and marketing tactics to stay ahead of the curve.

By strategically deploying these channels, focusing on data and optimization, and embracing innovation, you can significantly increase your chances of dominating the digital market.