Don’t exclude any digital marketing channel. You may not have an idea of the channels that might work for you and the ones that might not. What if your target audience hangs out on LinkedIn, yet you choose to exclude it from your social media marketing efforts? That's not a smart move.
So, the next step is to identify the channels with great potential – the ones that deliver the highest ROI. Try as many channels as possible. This will help you understand where you should invest your money rather than second-guess it.
However, don't allocate too much of your marketing budget to a single channel. Balance it across different digital channels. Otherwise, you may end up wasting it entirely.
For example, if you are spending $10 on Facebook advertising, spend approximately the same amount on email marketing. There's no point in investing $100 on Facebook advertising if you are generating the same number of leads by investing $10 in email marketing.
Next, measure the results. This will allow you to gain insights into each campaign and channel's ROI. And based on that, you can finally run campaigns and tap into the power of channels that deliver high ROI.
Now, you can tackle such channels and strategies with a big budget.