9.5 Marketing Channels Your Business Needs

Which marketing avenues ought your company to fund?

Your business will determine the response.

Generally speaking, you need never to depend just on one marketing channel. Effective omnichannel marketing is essential to the success of your company.

I'll walk you through some of the best marketing avenues for your company in this post.

However, it's imperative that you assess every channel that forms part of your marketing plan.

Now let's explore:

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Email Marketing

One of the best methods available for acquisition is email marketing. Email is 40 times more effective than social media for acquiring new customers, per some studies.

Email marketing can be included into your digital marketing plan in a variety of ways. Some offline companies are very good at converting customers who visit their physical store into email subscribers.

This allows you to establish a connection with potential clients who might have simply left, vowing never to come back to your establishment.

The main advantage of email marketing is that you have the consent of potential clients to promote to them.

Sending them pitch after pitch is appropriate, right? No, you ought not. However, you may deliberately use calls to action (CTAs) to encourage prospects to buy your goods and services if you mix informative content with engaging content.

An additional advantage of focusing on audience building is that it will help you stay in the forefront of prospects' minds even if they aren't ready to buy right now.

Just be cautious not to use bought email lists. Create a list of potential customers who wish to hear from you via email.

SMS Marketing

Recall that text messaging existed? SMS messaging is still commonplace, even with the emphasis on services like Facebook Messenger, WhatsApp, and others.

For instance, sixty percent of users check their SMS in the first five minutes. 

Then there's the increasingly popular practice of celebrities disclosing their phone numbers.

SMS is an underutilized marketing channel that is now easier than ever to use with full-stack marketing technologies like Brevo.

The crucial query is this, though:

  • Does it make sense in terms of your company?

One of those marketing tools that might be really beneficial for certain firms but completely useless for others is SMS messaging.

Consider your objectives first and see if SMS marketing will assist you in meeting your key performance indicators.

Video Marketing

Video marketing is more like a delicious grilled cheese sandwich, while SMS marketing is the "Marmite" of marketing mediums.

That is to say, it essentially applies to all types of businesses. For this reason, 86% of companies use video marketing.

Videos are interesting, easily accessed, and becoming more and more common. You can use YouTube, the second-largest search engine in the world, with video. It gives you more ways to make money and makes it simple to divert traffic from Google Search with minimal work on your part.

It's challenging to refute the significance of video marketing.

The sole issue? Compared to other marketing channels, the entry barrier is significantly higher. That has advantages and disadvantages.

How are you going to use video marketing in your company? That is dependent upon your marketing objectives and the demands of your company.

The good news is that it's becoming simpler to produce video content. I would suggest using social media videos as a starting point to "test the waters."

All you'll really need is a smartphone with a decent camera. As an alternative, you can make animated visuals for usage on Facebook and Instagram using some online graphic design applications, such Visme.

After you get more video production experience, you can buy lighting and video editing tools like Final Cut Pro, as well as an upgraded camera.


It might seem like blogging isn't as common as it once was with all the attention being paid to podcasts and videos.

The fact that the blogging community has changed in character is one factor contributing to that impression. It is sophisticated and closely related to content marketing. 

And this is also confirmed by the most recent blogging data. 

For instance, Zazzle discovered that in the marketing sector, written content continues to be the most popular type of content.

Additionally, approximately 20 billion pages are read each month on WordPress.com blogs alone.

And then there's the demand for written content, or blog articles, in order to take advantage of the massive volume of visitors that Google may drive to your website.

What does this signify, then, for your company? You need a blog approach that builds an audience of individuals who are interested in what you have to say and not just encourages conversions but also engagement.

You'll need a more thorough content strategy that connects all content kinds so they can complement one another if you're employing podcasts and/or videos. 

Additionally, utilize every content distribution network at your disposal whenever you release new content.

This also applies to sponsored advertising. Making any form of content requires a significant financial outlay. If you're not making a profit on that investment through paid advertising, you're wasting money. I'll get into more detail regarding advertising shortly.

Check out my article on using UTM campaign URLs for content promotion if you need assistance measuring your success.


Podcasting is set to grow in popularity, if Spotify's recent foray into the space is any indication.

The amount of podcasts consumed has increased in recent months, just on Spotify.

This is fantastic because you can reach the existing audience of services like Spotify and Apple Podcasts by creating podcasts, which are simpler to produce than videos.

Additionally, you may increase your reach by turning any existing videos you have into podcasts.

The best thing about podcasting is that it allows you to reach a wider audience than you would typically be able to with blog posts and videos.

Paid Advertising

While inbound marketing channels like social media and SEO can take a while to produce significant results, paid advertising, like PPC (Pay-Per-Click) advertising, enables you to start driving traffic to your offers right now.

It's easier to target and you have more control. And there's the added advantage of retargeting advertisements.

It follows that the expectation that advertising expenditure will reach $500 billion by 2023 is understandable.

You can also use a wide variety of platforms. Ads on Facebook, Google, Gmail, Media.net, etc.

You can make your advertisements as basic or intricate as necessary. From text-based advertisements with a straightforward graphic to banner ads that are static, animated, video, or audio-based (like those on Spotify).

And there's content that is sponsored. Although this isn't as regulated or straightforward to quantify in terms of conversions, it's still worthwhile to investigate.

SEO (Search Engine Optimization)

In the world, Google is the most widely used search engine. Every second, 40,000 searches are conducted.

During the time I took to locate the aforementioned data, more than 7.2 million additional Google searches were conducted.

Investment and time are required for SEO, but once it gets going? There is a great deal of potential for sales and traffic.

And there are other elements that go into an effective SEO strategy. For instance, link development, technical SEO, on-page SEO, and more.

Are you curious about what SEO is all about? Blogging Wizard offers a thorough introduction to SEO that is well worth perusing.

Social Media Marketing

One of the most talked-about marketing platforms is social media. And it's deserved for the most part.

The numbers back up social media's significance. For instance, 70% of Americans regularly use social media.

But it's simple to get sucked into the social media frenzy. Although most businesses can benefit from it, not all businesses need it.

Just as with other marketing platforms, how you use it matters.

Social media may help you grow your following, better serve your clients, and spot possible PR problems so you can take appropriate action.

It may be perfect for lead generation for some companies. I formerly worked at a passport bureau, which is a good example. They had monitoring in place so that their team could identify anyone discussing the necessity of an expedited passport.

Because they could provide speedy passports and had very high conversion rates, this performed particularly well on Twitter.

Their business model was ideally suited for this tactic. It all boils down to knowing how to use these platforms to your advantage for your particular business plan.

Influencer Marketing

Influencer marketing is, and has been, a popular topic in the marketing industry for some time.

A growing number of firms are realizing the advantages of influencer marketing, when in the past they would frequently invest millions in TV advertising campaigns.

Alternatively, they can have a comparable level of reach while spending a small portion of their TV ad budget. Furthermore, compared to conventional TV advertising, performance tracking is far simpler.

Influencer marketing, however, is prone to error. not only from the viewpoint of the brand but also from that of the influencer.

This is primarily due to the fact that most influencers lack formal business expertise and most firms are new to influencer marketing and hence lack a strategy.

Having a strong strategy in place to evaluate the influencer's scope and specify important deliverables is crucial. These deliverables must be designed in a way that benefits both parties financially from the agreement.

Clarity and specificity are essential. Everyone must have the same understanding.

BONUS: Affiliate Marketing

Having your own affiliate network is one of the easiest and fastest ways to increase sales and brand awareness.

It's similar to having a horde of marketers at your disposal who you don't have to pay until the leads they generate become sales.

Utilizing an affiliate network is a custom. Some excellent examples are Shareasale, CJ, Awin, and Impact.

They give you access to a vast pool of affiliates who are eager to promote your offer, they streamline the payout process, and they supply the tech stack that makes it possible to track traffic and sales.

It is advised that you thoroughly screen each of your affiliates and implement procedures to prevent click fraud and affiliates bidding on your branded keywords.


The list of marketing channels above is not all-inclusive. Furthermore, just because I didn't mention a marketing channel in my post doesn't mean you should disregard it.

The ideal marketing platforms ultimately depend on what your company needs. Different channels may prove to be more successful for B2B enterprises than for B2C ones. It's crucial to take into account your company strategy and other industry-level considerations in addition to B2B/B2C classifications.

Whatever the case, you must use a variety of channels in your marketing mix that complement one another. It is essential to have a "omnichannel" marketing strategy.

Therefore, base your marketing strategy on a wide range of marketing channels that support your corporate objectives. Combine the most effective digital and offline marketing methods.

It's also critical to remember that these channels shouldn't or don't exist in a vacuum.

For instance, you should consider other channels, like SEO, in your content marketing strategy.

Email marketing is a great way to increase your social media presence and promote a variety of content types, including webinars, podcasts, videos, and blog posts. You may increase your online visibility and content traffic with social media.

Both your podcast and your YouTube videos have the potential to expand your email list.

When utilized properly, each of these channels is significantly more powerful than when employed separately as a marketing method, strategy, or channel.

Next is sponsored advertising. Most certainly, you're spending money on content production. The creation of podcasts, movies, and blog entries can be expensive. How come you wouldn't spend a little more money to make sure more people saw them?

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Disclosure: If you buy through links on our site, we may make a commission.

About the Author:

Michael Carrington

Michael Carrington is an entrepreneur, international consultant, and founder of successful business brands in the U.S. and Australia. With over 13 years of multinational business experience, he focuses his time on helping others achieve wealth and financial abundance by leveraging the power of digital entrepreneurship.

Michael is passionate about entrepreneurship; he mentors and shows individuals how to earn a lucrative income with online and offline brand verticals.

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