This article highlights 10 digital marketing channels and explains how to use each channel to drive more business.

We’ve used these channels and tactics to bring more than 35M visitors per month to Semrush.com (Traffic Analytics data).

Before diving in, here are the basics.

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What Are Digital Marketing Channels?

Digital marketing channels—also known as digital advertising channels—are online platforms and methods businesses use to promote products, services, or brands.

Examples include websites, social media, email, SEO, PPC, and content marketing. They allow businesses to reach and engage with their audience in digital spaces.

Below are 10 effective digital marketing channels.

10 Effective Digital Marketing Channels for 2025

1. Website

A website is the online representation of a business or brand. It showcases products, services, values, and personality to potential customers.

For example, Semrush’s website homepage represents the Semrush brand and explains what users can do with a subscription.

Websites can:

• Build credibility and authority in a niche
• Increase visibility and reach
• Provide a platform to communicate with an audience
• Collect data and feedback from visitors
• Allow versatile marketing campaigns

How to Get Started with Your Website

1. Understand Your Audience

Research their demographics, preferences, pain points, and goals. One2Target can help gather these insights—just enter your domain and view data about your visitors.

2. Design Your Website with Your Audience in Mind

Hosting and website-building services like Wix and WordPress offer ready-made templates. Customize one to suit your audience and optimize it for your unique style. Focus on:

• Structure: Organize content to make navigation easy
• Content: Provide valuable information that addresses visitors’ questions and solves their problems
• Style: Maintain a consistent visual identity that reflects brand personality and values

3. Test and Optimize Your Site

Track performance with Google Search Console or the free SEO Checker from Semrush. Make incremental changes based on collected data to better serve your audience.

Further reading:

• Target Audience: What It Is & How to Find Yours [+ Examples]
• How to Build Your Website Architecture for SEO

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2. Search Engine Optimization (SEO)

SEO is the process of improving a site’s visibility in search engines. It generates unpaid traffic, leads, and sales.

SEO is effective because it targets users who are actively searching for products or services.

For example, investment firm Charles Schwab created a landing page optimized for “Roth IRA.”

It includes secondary keywords like “what is a Roth IRA” and “why consider a Roth IRA.”

That page ranks number one on Google with a featured snippet.

It receives around 327K organic visitors per month (Organic Rankings data).

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How to Get Started with SEO

1. Do Keyword Research

Keywords are the queries users type into search engines.

Identify the keywords your audience uses by relying on tools like our free keyword tool.

Start with keywords that have high search volume, low competition, and strong relevance.

Further reading: How to Do Keyword Research for SEO (A Detailed 3-Step Guide)

2. Optimize for On-Page SEO

On-page SEO aligns your content with search intent. It includes both content and technical optimizations that improve the user experience.

Tools like On-Page SEO Checker analyze your site and provide ideas for improvement. Like this:

Focus on:

• Title tags contain your target keyword and a clear value proposition
• Meta descriptions include your target keyword and a call to action
• Headings organize text and include target and related keywords
• Content provides valuable information relevant to the keyword and audience
• URLs are the web addresses that identify your pages and include your target keyword

Further reading: On-Page SEO: What It Is and How to Do It

3. Optimize for Off-Page SEO

Off-page SEO involves external factors like backlinks and local SEO. Build authority and trust by acquiring quality backlinks. Leverage Google Business Profile, reviews, and local citations for local SEO.

Further reading: SEO Basics: The Ultimate Guide to SEO for Beginners

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3. Content Marketing

Content marketing involves creating and sharing valuable content—such as blog posts, ebooks, infographics, videos, or podcasts—to attract and retain a specific audience. The goal is to educate, inform, or entertain readers and guide them to take action (buy, subscribe, follow, etc.).

For example, here is a Semrush blog post on SEO audits that aims to inform:

It generates 11.9K organic visits per month.

And it ranks for 183 keywords.

How to Get Started with Content Marketing

Know Your Audience

Research their problems, desires, and questions. Use tools like One2Target to see your (and your competitors’) audience demographics and behavior.

Create buyer personas based on those insights.

Tip

Use buyer persona templates to easily (and quickly) create, save, and share your buyer persona profiles.

Further reading:

• How to Create Your Buyer Personas: the What, the Why, and the How
• Audience Research: What Is It & How to Do It

Find the Right Content Formats

Decide whether blog posts, ebooks, infographics, videos, or podcasts best suit your audience.

Identify patterns in your competitors’ most successful content using Organic Rankings. Go to the “Pages” tab to see which formats drive traffic.

These are your competitor’s pages sorted by the amount of organic traffic they bring in.

Analyze the top pages carefully and try to look for patterns.

For example:

• Are they mostly blog posts, videos, product pages, or something different?
• Do they use lots of visual assets?
• Does the content tend to be long-form or short?

Use the answers to these questions to guide your content production. Recreate what’s already working in a better way. Then, repeat this process for at least three to five of your top competitors.

Further reading: 12 Types of Content Marketing to Leverage for Success

Research Topic Ideas

Enter a broad topic into Topic Research to see subtopics, headlines, and popular questions people are searching for.

Click “Show more” on any subtopic to see more.

Further reading: 121 Blog Ideas and Topics to Write About

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Write and Optimize Your Content

Create content that is clear, concise, and useful. Use SEO Writing Assistant for readability, originality, tone, and SEO tips.

Further reading: What Is Quality Content & How to Create It

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4. Social Media Marketing

Social media marketing uses platforms like Facebook, X (formerly Twitter), Instagram, and LinkedIn to promote brands.

For example, Semrush repurposes blog content on LinkedIn. Like this:

Which is why around 20% of traffic to that specific post comes from organic social media.

Social media can:

• Reach millions of daily active users
• Connect with target audiences through engaging content
• Build trust and loyalty
• Provide insights into competitor strategies
• Highlight trends and changes in your industry

How to Get Started with Social Media

• Define goals and objectives. Decide what success looks like and how you’ll measure it.
• Identify your target audience. Understand who they are, where they spend time online, and how you can help.
• Choose the right platforms. Use Social Tracker from Semrush’s Social Toolkit to see which platforms drive competitor engagement.

• Create and optimize profiles. Present your brand consistently. Optimize your profile using best practices.
• Plan and create content. Align content with goals, platforms, and audience preferences.
• Schedule and publish posts. Use Social Poster to automate scheduling at the optimal time for your audience. It’s also a part of Semrush’s Social Toolkit.

• Analyze and improve. Use Social Analytics tool to evaluate your performance across connected channels and tweak your strategy for better results.

And then either write the copy manually or get help from AI using Social Content AI, which is also part of Semrush’s Social Toolkit.

Further reading: Social Media Management: The Ultimate Guide

5. Email Marketing

Email marketing involves sending targeted messages to prospects and customers. It allows you to connect with your audience in a personal, timely, and cost-effective way.

For example, Monos emails customers when they abandon carts, including the customer’s name and details of the unpurchased item. This often motivates customers to finish checking out.

Email marketing can:

• Build trust and loyalty
• Increase brand awareness
• Drive traffic to your website
• Generate leads and sales
• Retain existing customers
• Gather feedback and reviews

How to Get Started with Email Marketing

1. Create an email marketing strategy. Define your goals, such as driving sales or increasing loyalty.
2. Choose an email marketing platform. ConvertKit is an option for both individuals and larger teams.
3. Develop email campaigns and a content calendar. For instance, plan out weekly newsletters or monthly promotions.

4. Review performance. Check platform reports to see how campaigns are performing and where improvements can be made.

Further reading:

• How to Get Started with Email Marketing in 6 Easy Steps
• Engage & Convert: The Ultimate Email Marketing Guide

6. Paid Advertising

Paid advertising is a digital marketing approach where you pay to display ads to specific audiences. Google Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, and X Ads are common platforms.

Here’s what paid ads look like on Google:

Two common paid ad models are pay-per-click (PPC) and cost per impression (CPM). Both can be cost effective since you only pay each time someone clicks on or sees your ad.

Unlike organic marketing, where you create content and optimize your site for search engines, paid advertising lets you reach potential customers faster and more directly.

Paid ads can:

• Bring targeted traffic to specific pages
• Allow you to test marketing messages and offers
• Retarget site visitors who didn’t convert
• Provide measurable ROI

How to Get Started with Paid Ads

Select platforms that match your goals and audience. For instance, Google Ads reaches searchers and millions of Google Display Network sites.

Which means your ads can appear on websites like this:

For inspiration, start with competitive research. Before launching your first ad campaign, take time to understand what your competitors are doing.

Use Advertising Research to see which keywords they’re bidding on, what ad copy they’re using, and who else is competing in your space.

To access the tool, hover over to the Advertising Toolkit from the left-hand navigation bar.

Then, click “Advertising Research.”

Next, enter a competitor’s domain (e.g., nike.com), select your country (e.g., “US”) and click “Search.”

At the top, you’ll see an  overview of the total number of paid keywords that drive traffic to your competitor's site.

Scroll down to the "Paid Search Positions" section to find the keywords they’re bidding on and the target URLs.

Click the “Ads Copies” tab. You’ll see the exact ads they’re running, and the keywords that trigger those ads.

Then, head to the “Competitors” tab to discover new rivals.

Repeat this process for each of your top competitors. Use these insights to plan and launch high-impact paid ads campaigns.

Once your research is done, it’s time to build your ad creative.

Use AdCreative.ai to generate high-converting visuals using AI. It’s available as a standalone app in Semrush’s App Center.

And then either write the copy manually.

Or use the Ads Launch Assistant to generate headlines, descriptions, keywords, and callouts with AI. It handles the copy for you and helps launch your campaign in just a few clicks.

Get more in-depth knowledge about paid ads by checking out Semrush’s guides (listed below).

Further reading:

• Online Advertising: All You Need to Know
• What Is Retargeting and How Does It Work?

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7. Video Marketing

Video marketing uses video content to promote brands, products, or services. Video marketing is effective because it engages multiple senses and can convey information more effectively than text.

For example, DJI publishes product introductions on YouTube and receives thousands to over a million views per video.

How to Start Reaching Customers with Video Marketing

Start by setting goals and defining your audience. Decide your video’s purpose and the people you want to reach.

Next, choose the right video type. Explainers, testimonials, live streams, and sponsored videos are all popular formats.

Then, create and share videos on key platforms. Consider YouTube, Facebook, Instagram, or TikTok, depending on your audience.

Tip

Use tools like Vidyard to create videos easily.

Finally, measure performance and optimize. Track views, engagement, and ROI to improve strategy.

Use these tips to make your video marketing more effective:

• Hook your audience in the first few seconds with a catchy title, thumbnail, and introduction
• Tell stories that connect with your audience and showcase your personality, values, and benefits
• Evoke positive emotions and inspire action
• Make your videos “sticky” by adding elements of surprise, curiosity, or humor
• Rely on visuals and soundtracks to enhance your message and appeal to different senses
• Keep your videos concise, clear, and relevant to your goal and audience

Further reading: Video SEO: How to Get Your Videos to Rank

8. Referral Marketing

Referral marketing encourages existing customers to recommend products or services to their contacts.

For example, PayPal experienced 7% to 10% daily growth by rewarding customers for inviting friends.

Referral marketing:

• Relies on word of mouth and trust
• Converts satisfied customers into ambassadors
• Lowers customer acquisition costs

How to Get Started with Referral Marketing

• Identify your best customers and advocates. Use surveys, reviews, or social media to find enthusiastic users.
• Create a referral program. Offer incentives like discounts, free products, or cash rewards using tools like Impact or PartnerStack.
• Promote your program. Make it visible on your website, in emails, and on social media.
• Monitor and improve. Track referrals, conversions, and ROI to refine the program.

9. Affiliate Marketing

Affiliate marketing is when you partner with websites, influencers, or content creators to get more exposure, traffic, and sales. Affiliates earn commissions when they generate sales or leads.

For example, here’s Semrush’s affiliate program:

Affiliate marketing benefits include:

• Access to affiliates’ established audiences
• Greater brand authority from endorsements
• Cost-effective promotion (pay only for actual results)
• Potential for improved SEO via backlinks

How to Start with Affiliate Marketing

First, define your goals and target market. Know what you want to achieve and who you want to reach.

Next, recruit ideal affiliates. Seek reputable websites or influencers in your niche.

Then, provide tools and support. Supply banners, links, landing pages, coupons, and product samples.

Finally, track and measure performance. Use your analytics to optimize your affiliate program.

Further reading: What Is Affiliate Marketing: How to Start in 4 Easy Steps

10. Influencer Marketing

Influencer marketing involves partnering with popular social media personalities. They promote your product or service to their followers.

It can:

• Reach a large, targeted audience
• Build trust due to influencer credibility
• Save marketing costs by leveraging existing communities
• Improve SEO through backlinks from influencer websites

How to Start with Influencer Marketing

First, define your goals and target audience. Clarify what you want from an influencer campaign.

Second, find and recruit ideal influencers. Use the Influencer Analytics tool to search a database of over 27M influencers.

Third, provide necessary tools. Supply promotional materials to help influencers create content.

Finally, track and measure the results. Influencer Analytics offers a single dashboard to monitor campaigns and evaluate ROI.

Further reading: Influencer Marketing: What Is It and How to Build a Solid Strategy

Choosing the Right Digital Marketing Channels for Your Business

You don’t need to use every possible channel. Instead, focus on the ones that align with your business, audience, and budget. Test different channels, measure results, and prioritize what works.

Consider these three main factors when choosing your digital marketing channels:

1. Business Type

Different business models require different channels.

Physical stores often benefit from local SEO, which includes creating a Google Business Profile and listings in online directories.

Ecommerce stores may see more success with social ads, email marketing, and influencer marketing.

2. Target Audience

Understand who you want to reach.

Younger, tech-oriented audiences often prefer Instagram and TikTok. Professionals and older users might respond well to LinkedIn or newsletters.

3. Budget

Your budget is how much money you can spend on your digital marketing campaigns.

Some channels, like PPC and social ads, can be more expensive but produce quick, trackable results. Others, like SEO and content marketing, are more affordable but require more time to implement.

Diversify Your Digital Presence and Reach Your Target Audience

These 10 digital marketing channels can help you grow your business. Choose channels that fit your goals, audience, and budget. Then, test each option. Continue investing in the channels that work, and drop those that don’t.

This approach helps you diversify your digital presence and connect with customers wherever they are. Over time, this builds trust, loyalty, and long-term relationships.

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