Putting together a marketing strategy can seem like a complicated task – especially because there’s no such thing as a no-fail formula for success. But it’s this same variability that gives you the room to be creative, flexible, and unique, offering a wide range of options for reaching your target customers and growing your business.
One of the many ways you can tailor your business’s marketing strategy is by choosing your ideal mix of marketing channels. Marketing channels are the methods and platforms you use to communicate to your existing and potential customers, and they provide a virtually limitless world of possibilities. It’s up to you to decide which channels are most suitable for your goals and audience, because not all will be the right fit. Ultimately, your time, money, effort, and brand identity will go a lot further if you choose wisely – but how exactly do you know which marketing channels are right for your business?
Like nearly everything else in business, it all starts with strategy – so let’s dive right into creating yours.
Your Website: A Must-Have Marketing Channel
Before we go any further, let’s make one thing very clear: a business website is the one marketing channel that you absolutely must have. Because even if you successfully get set up on other marketing channels, if you don’t have a website, what’s the point? Without a website, your potential customers have nowhere to land, learn, and convert into paying customers.
An effective website serves as a home base of sorts, giving you a place to engage with your target audience, establish trust and brand identity, and present them with a variety of opportunities to take action and convert into customers and leads. So, make a smart investment and start your marketing strategy off on the right foot: with a high-quality website built by professionals.
Other Marketing Channels to Consider
Once your website is up and running, it’s time to start thinking about branching out into other marketing channels. And while the mile-long list of channel choices might seem overwhelming, it actually gives you the major benefit of crafting a perfect-fit strategy that suits your business and audience.
Here are just some of the many channels you can mix into your marketing strategy:
Tapping into the power of social media is a no-brainer, especially when you consider how much time the average consumer spends scrolling platforms like Instagram, Facebook, Twitter, and more. Put thought into which social media platforms suit your goals; you don’t need to sign up for every single one.
You can also utilize social media advertising to help potential customers find you. Targeting technology now makes it easier than ever to get your ads in the social media feeds of your ideal audience, making social media advertising a channel with a solid potential for ROI.
Content creation (Blogging, downloadable eBooks, webinars, white papers, etc.)
Crafting valuable and relevant digital content, via blogging, webinars, white papers, and other routes is a simple way to put your business in front of people searching for your products, services, and expertise online.
SEO is one of the behind-the-scenes aspects of marketing that has a large impact on whether or not you have a presence in the digital landscape. It requires time and expertise, but it also allows you to design content that’s more easily accessible for your target audience – so it’s more than worth the effort.
As one of the most engaging forms of marketing, video offers serious potential. And best of all, you can create a high-quality video without maxing out your budget, whether you’re interested in making tutorials, informative shorts, or other types of video content.
Publications (Newspapers, magazines, journals, etc.)
Getting your business published is an excellent route to getting noticed by the right people; specifically, those who fit the parameters of your target audience.
It’s easy to set up profiles on major review sites and directories, and there are few things more powerful than the words of a happy customer.
Events and trade shows
Events can run the gamut from your local small business fair to a national trade show, and the time and cost vary dramatically – even so, they are an opportunity to interact face-to-face with potential customers.
Email lets you reach customers on a regular basis, but effective email marketing means having a platform that suits your budget and goals – so keep that in mind.
Search engine advertising
Using this paid marketing channel means you’ll need to be prepared with the right keywords and an understanding of how your audience moves through the digital world, but done well, it can offer great results.
Print ads, radio, television, billboards, and direct mail
Don’t assume that the old ways of advertising are dead and gone – even in our digital age, traditional advertising methods like print, billboards, radio, and TV are still a pillar of marketing strategy.
Sponsoring a local event, team, or charity is an offline channel that can help you get connected with your community.
Rewarding your audience for their interest presents a fun, memorable way to grab their attention – and if your giveaway items are emblazoned with your business name, even better.
Display advertising involves placing branded, visually dynamic ads on websites relevant to your website. It’s definitely a more complex process, but one that is an excellent addition to a more advanced marketing strategy.
Want to keep your brand fresh in the minds of customers who have previously visited your site? Retargeting allows you to set specific ads to pop up for these individuals, reminding them of exactly why they should keep your name in mind.
Yesterday’s celebrity endorsements have evolved into today’s influencer collaborations, making it possible for even small businesses to be represented by trusted personalities in their niche industry.