Any successful marketing strategy relies on using the right marketing channels. But with so many different digital marketing channels available, how do you know which ones will help you get the best results?
The last thing you want to do is spend hours creating content and communicating through one network when actually your customers are looking somewhere else.
Quite simply, if you’re not on the right channels, your marketing strategy won’t help you generate the sales you’re looking for.
Don’t worry; establishing which digital marketing channels are best for your brand is pretty easy.
But before you just hop onto marketing channels and start creating social media profiles because you can, make sure you consider these things.
- Establish Your Marketing Goals
- Know Your Target Audience
- Consider the Customer Journey
- Determine What Resources You Need
- Look at Your Competitors
- Set Measurable Outcomes
Establish Your Marketing Goals
Before you decide on the marketing channels you’re going to use, you’ll need to know what you want to achieve with these channels. So, start by defining your marketing goals and choose channels that can help you achieve them.
Do you want to increase brand awareness? Promote online sales? Generate bookings? What’s your end goal?
It’s important to know this because all marketing channels work differently and offer different results. There’s no point focusing all of your efforts on a channel if it doesn’t align with the objective you’re trying to achieve.
Know what marketing channels include the features and functionalities that can help you achieve your goal. Start with the end in mind and understand how you could get there.
Very importantly, you’ll also need to understand what a customer journey could look like when using these channels – more on this later.
Know Your Target Audience
Just like you need to know what you’re trying to achieve with marketing, you also need to know who you’re trying to reach. This is essential, as the marketing channels you choose need to align with your target audience’s interests and behaviors.
To find your target audience, start by creating detailed customer personas. This should include things like the customer’s demographic data, interests, pain points, and habits.
Then, understand the demographics of each platform. Know what types of communities and users exist on each platform so that you can use them to target your ideal customers more effectively.
Most important, you’ll need to know why people use these platforms. What reason would a potential customer use a platform, and how does your business fit in?
Your goal here is to determine where your target audience spends their time online and offline. Then, establish what tactics and channels you can use to target them most effectively.
Consider the Customer Journey
Understanding the customer journey and sales funnel is important for choosing the right marketing channels. This journey refers to all touchpoints a customer or potential customer has with your business.
Start by laying out how people could discover your products or services, what steps they would take to learn more, and how they would convert (make a purchase).
If you know how customers will discover and interact with your brand, it can help you identify the specific needs and pain points of your target audience at different stages of their decision-making process.
Understanding the buyer’s journey determines which marketing channels are most effective at reaching and engaging with your target audience at each stage of their journey. This helps you allocate your marketing resources more effectively by focusing on channels that have the greatest impact on your target audience.
You can also measure the effectiveness of your marketing efforts by tracking customer behavior and conversion rates across different channels. This will help you continuously optimize your marketing strategy by making data-driven decisions based on your customer journey and sales funnel insights.
By understanding the customer journey and sales funnel, you can create a more targeted, effective, and efficient marketing strategy that drives results for your business.
Determine What Resources You Need
A major factor in determining what marketing channels you use is the resources you have available. This includes your financial budget but also resources like time, expertise, and marketing content creation skills.
Be sure to choose channels that fit within your budget, work with the resources you have available, and can deliver a positive return on investment.
Establishing your budget is important for choosing the right marketing channels because it helps you prioritize your marketing efforts by determining which channels you can afford to invest in. This allows you to allocate your marketing resources in a way that maximizes your return on investment.
Having a clear budget also ensures that you don’t overspend on marketing, which can negatively impact your financial stability. A budget also provides a benchmark for measuring the effectiveness of your marketing efforts, so you can determine the return on your marketing investment.
By establishing your budget, you can make more informed decisions about which marketing channels are right for your business, and you can ensure that your marketing efforts are financially sustainable in the long run.
Check out our detailed guide on how to create a marketing budget for more information, tips, and tactics you can use.
Look at Your Competitors
In order to choose the right marketing channels for your business, you’ll need to know the market. This involves analyzing your competitors and choosing channels that can help you compete with them.
Look at what channels your competitors are using and consider if those channels make sense for your business. Paying attention to your competitors helps you understand the market landscape and stay ahead of industry trends.
Understanding the competition also gives you insights into what marketing strategies and channels are working for similar businesses. When you know what your competitors are doing and where they’re getting results, you can find ways to differentiate your marketing efforts. You can also evaluate the effectiveness of different marketing channels in your industry to understand where new opportunities exist.
By paying attention to your competitors, you can make more informed decisions about which marketing channels will be most effective for your business and stay ahead of the competition.
However, it’s also important to keep in mind that your competitors may not always be the best indicator of what will work for your business, and you should always consider your unique target audience, goals, and budget when choosing your marketing channels.
Set Measurable Outcomes
Finally, when you do choose the best marketing channels for your business, have an idea of how you’ll be able to measure the effectiveness of these channels. This will involve monitoring the right KPIs and metrics.
Choose channels that provide measurable outcomes, so you can determine the success of your marketing efforts. Setting measurable outcomes is important for choosing the right marketing channels because:
- It helps you track and evaluate the effectiveness of your marketing efforts.
- It enables you to make data-driven decisions about which channels are delivering the best results for your business.
- It provides a way to determine your return on investment for each marketing channel.
- It allows you to measure progress toward your overall marketing goals and make adjustments to your strategy as needed.
- It provides a benchmark for future marketing efforts, so you can continuously improve and optimize your marketing strategy.
By setting measurable outcomes, you can ensure that your marketing efforts are aligned with your goals, and you can make informed decisions about which channels are working best for your business. This helps you make the most of your marketing budget and maximize your return on investment.
After considering these factors, you can experiment with different channels and adjust your strategy based on the results you see. It’s also important to review and evaluate your marketing efforts regularly to ensure they remain effective.
Know how to measure your marketing ROI and understand how well you’re targeting your ideal customers. With this knowledge, you’ll be able to develop a marketing strategy that makes the most out of the best marketing channels for your business.
- 8 Best Digital Marketing Channels for Small Businesses and Startups
- How to Find Your Target Audience
- How Do You Measure the Return On Investment (ROI) Of Marketing?
- How to Create a Marketing Budget for Your Small Business