Finding the right marketing channel should be the top priority for all organizations. Every business must market its goods and services to make sales, and the best marketing channel will set strong companies apart.
Various marketing channels exist, and businesses can always adopt multiple channels to reach even more customers. However, they should also know that the best marketing channels depend on the available resources and the brand’s products and services.
This article will show businesses everything they should know about marketing channels and the types they need for a successful strategy.
Table of Contents
What is a marketing channel?
What are the types of marketing channels?
1. Digital marketing channels
2. Traditional channel marketing
3. Free marketing channels
8 effective marketing channels businesses should use
1. Social media marketing:
2. Paid ads
3. Email marketing
4. Affiliate marketing
5. SMS marketing
6. Content marketing
7. Organic search
8. Paid search engine marketing
How to prioritize marketing channels
Final words
What is a marketing channel?
Marketing channels have many definitions. However, a simple way to describe them is how businesses reach their target customers and persuade or convince them to buy their products or services. Most companies leverage multiple marketing channels (paid or unpaid, online or offline) to increase their reach and attract more potential customers.
What are the types of marketing channels?
1. Digital marketing channels
These channels are basically online platforms that businesses can use to promote their products. Since the world is in a digital age, everyone is online, making these marketing channels the best option for reaching a wider audience.
Here’s something even better: technological advancements have made digital channels even better. Businesses can now use automation software to handle everything from digital tools to everyday tasks.
2. Traditional channel marketing
Although digital marketing channels have incredible potential, businesses shouldn’t ignore or underestimate traditional options. Traditional channels are also very effective, even though they can’t target a specific audience. They’re great for reaching a broader audience, including older demographics.
3. Free marketing channels
These channels allow businesses to promote their products and services to consumers online and in person. They are usually events where brands can advertise their products and services at no cost. So, if business owners have a limited marketing budget, they can get good results from free marketing channels.
8 effective marketing channels businesses should use
1. Social media marketing
Social media is the perfect channel for businesses to grow their brand awareness (whether organically or paid). They can easily build hype for their products and services on platforms like Facebook, Instagram, and Twitter. But that’s not all. Social media channels can also use videos and photos to show the brand’s personality and encourage a better customer experience.
2. Paid ads
While organic growth has perks, paid ads are more appealing to anyone looking for faster results. Businesses can pay social media platforms to display their ads on feeds, funneling many new leads to the brand’s website. They can also go traditional with television or radio ads.
However, paid ads can get expensive since businesses must pay every time they want results. They also won’t offer stable results like organic growth. A good idea? Only use paid advertising to prove the concept of a new idea.
3. Email marketing
Want to connect with customers through targeted messages? Email marketing could be the perfect channel. Businesses could send a single email announcing a sales or promotion, a full campaign with multiple messages, or even a series of emails based on a theme. Here’s a fun fact: emails generate the most results during key moments, like when customers sign up or during a product launch.
4. Affiliate marketing
Affiliate marketing is one of the best strategies today. Existing customers (or anyone really) can earn commissions by promoting the business’s products or services for them and leading to successful sales. It creates a great channel to reach new customers because it taps into people’s trust in the person promoting the brand.
5. SMS marketing
While SMS seems like a dead channel (everyone uses platforms like WhatsApp and Imessages these days), it’s still a super effective way to reach new customers. However, since texting is so personal, businesses should only send messages to new or returning customers who sign up—they can even offer incentives to encourage this.
SMS marketing is powerful because of how direct and immediate it is. Despite its effectiveness, things can quickly turn sour if businesses don’t use it text properly. So, only use SMS for important updates or offers.
6. Content marketing
Although content marketing covers various strategies, its main focus is creating free content for platforms the business controls, like blogs, social media accounts, videos, podcasts, and email newsletters.
Content marketing is a fantastic way to attract more attention. Consumers will trust the brand and its recommendations since they offer value (such as answering popular questions). For example, a business selling cooking equipment can share recipes, kitchen tips, or product demos to keep the target audience engaged and informed.
7. Organic search
If businesses want to go the search route, they’ll have to push their content to the top of results. That’s where SEO comes in—it’s the marketing strategy that helps brands improve their website’s search visibility. After all, the closer the content is to the top, the higher the chances of people visiting the webpage.
Why is SEO such a big deal? The answer is simple: it attracts high-intent traffic. For example, someone scrolling through Instagram may see an ad but won’t buy because they’re not ready. In contrast, someone searching for “vintage mid-century clocks for sale” already wants to purchase, making the traffic more valuable.
8. Paid search engine marketing
While SEO requires manual effort, SEM (Search Engine Marketing) only requires brands to pay search engines. Then, their website will appear straight to the top before other results. Since consumers already have intent behind their search, SEM is a great way to drive traffic, especially if the sponsored content is valuable.
How to prioritize marketing channels
Remember that marketing channels won’t work the same way for every business. That’s why experts say brands should have different channels under their belt when promoting their products or services. However, it mostly depends on the business models, available resources, and specific products.
Here’s something to consider: higher-priced products or services may take longer to sell. Therefore, such businesses should focus on building strong relationships with potential customers. Lastly, don’t rely on social media’s quick reach alone. Sure, it’s amazing, but focusing on channels that offer trust and meaningful connections with the target market is better.
Final words
Sales goals shouldn’t be hard to reach. If businesses struggle with it, they should consider changing their marketing channels. They must choose options that align with their brand so their efforts have more impact.
Businesses can also use various channels to increase their chances of connecting with the right audience. Once businesses understand their best marketing channels, they’ll boost brand awareness, drive sales opportunities, and ultimately grow revenue.
