First things first, what do you mean by marketing channels for my business?
Marketing channels are the unique ways that you can share your business brand and message.
Such as…?
Commonly used channels are social media, email campaigns, and in-person or print displays (think posters, flyers, newspaper ads, etc).
Then there’s paid marketing, such as pay-per-click, Google Ads, and programmatic advertising (these are the ones that occur magically when you’re browsing, based on what you’ve recently searched for or spoken of). Or paid marketing within social media channels such as Facebook, LinkedIn, or Pinterest ads.
Depending on the business, SEO-driven organic search, podcasts, YouTube, and radio/TV adverts may be part of the channel mix, too.
I see… I do loads of social media advertising. That’s all I need to do, right?
If it’s working for you, then that’s great. That said, it’s important to note that marketing channels interact, and your customers’ use of them will overlap. They will use the one that’s easiest for them at the time.
For example, I may be intrigued by an advert I see or hear. I’ll then jump on the business website or social media for more details and maybe do a Google search for reviews to get a feel for the company.
While the advert originally got my attention, it’s the rest of the marketing and brand presence that will encourage me to take action and make a purchase.
I don’t need to use any other channels; my business is on the first page of Google search.
Firstly, well done. That’s an excellent achievement and represents your business brilliantly … for now.
What’s your contingency if Google changes the search algorithm? Or if we move to more specific voice searches? Or when AI-generated searches become more common?
A solid multi-channel mix will de-risk your business by making it less reliant on one sole customer source while also developing your brand awareness in new areas. Diversifying your marketing channels protects your business from sudden shifts in platform usage or algorithm changes.
That’s two great reasons I should look at my marketing channel mix. Is there a third?
All great things come in threes, right?
In this case, the third benefit of a strong marketing channel mix is that your business will stay relevant over time.
Put simply, are you using Facebook the same way now as you were five years ago? Likely not.
Similarly, the way your customers interact with your business will change over time.
They may shift from social media to email newsletters or rely more on search engines and word-of-mouth recommendations. Having a diverse channel mix allows you to keep up with these changes in customer behaviour and engagement.
Ok, I’m convinced. But won’t it be expensive to do so much marketing and branding?
It’s a common concern, but it’s important to focus on Return on Investment (ROI). Marketing isn’t just about reaching a large audience; it’s about reaching the right audience and engaging them.
For instance, a well-targeted email marketing campaign can result in higher conversion rates than a broad social media campaign because it’s more personal and direct. Additionally, a passionate advocate sharing their positive experience may lead to more sales than a single expensive PPC campaign. It’s about value efficiency, not just volume.
How do I know what channels to use?
There are a few key factors to consider when choosing the right channels for your marketing efforts, specifically:
i) Who’s your target audience, and what channels do they use?
ii) What content are you good at – and enjoy – creating? Lean into it; your audience can tell when your marketing is genuine.
iii) What does your data tell you? Look at your past experiences and track what’s worked for you. Also, study your competitors. Where are they gaining traction? These insights will help guide your decision-making.
While email, paid advertising (outside of social media), and organic search are commonly recommended channels, they’re just a starting point. Fine-tune your marketing based on your specific business needs.
Gotcha. So, post less on social media and do more on other channels. Right?
Not exactly. Social media is still a critical piece of the mix. What you want to avoid is over-reliance.
That said, consistency is key. If you stop posting or your content quality drops, you risk losing potential customers at the wrong moment in their journey.
Imagine a customer considering your brand only to notice your social media presence is outdated or sporadic. This can create a negative impression.
The goal is balance—don’t neglect social media, but make sure you’re diversifying.
Right, so that’s the why and the where. How do I make sure to get the best return from the channel mix?
Define clear objectives.
What do you want to achieve? Brand awareness, conversions, customer retention? Set measurable goals for each channel.
Track performance and attribution.
Use analytics tools to measure how each channel is contributing to your overall marketing success. For instance, if you’re attending a trade show, measure foot traffic, business card collection, or merchandise distribution. Compare this to past events and calculate the cost per outcome.
Don’t be too attached to one channel.
The marketing landscape changes. For example, Twitter has changed significantly; organic search algorithms are shifting toward AI-powered tools—be ready to pivot.
Is there anything else to be aware of when marketing across different channels?
Yes! Data is your best friend.
Make sure you’re gathering data on what’s working and why. What times of day perform best? What content types (long-form, video, blog posts) drive engagement? Track the variables and adjust accordingly. This isn’t about guessing—it’s about making data-driven decisions that improve your ROI … and, in turn, improve your business.
Why am I measuring everything?
Data-driven marketing allows you to optimise every aspect of your strategy. Without data, you’re essentially flying blind.
Set up a dashboard to track your metrics. As you gather insights, make small tweaks and see how it impacts your results. This is often called attribution modelling—figuring out which channels or tactics are driving conversions and why.
So, in summary?
Know your core marketing channels and keep them running consistently.
At the same time, have fun … experiment with new channels and ideas to see what else works.
Having a diverse mix not only helps your business grow in a constantly evolving marketing landscape; it also ensures your skills stay relevant and your message fresh.
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If you’d like to discuss your business marketing channel mix or any aspect of your marketing, get in touch.
