What are Marketing Channels and How Can They Work for My Business?

Written by Joseph Raguso, Content Creator

First Things First…

To understand which channels are optimal for your business, we should first explain what a marketing channel actually is. This term refers to the ways that your goods and services are made available to your customers. All goods go through channels of distribution, and your marketing will depend on the way your goods are distributed. This is important because it is your job (or your marketing team’s job) to decide which route or channel is best for your particular product. Choosing the right channel will help you get the return on investment (ROI) you are looking for, but it’s also vital to understand which will be most valuable to your business. 

Your Website

Some businesses don’t think of their website as a marketing channel, but in reality, it may be the most important one. This is the number one place potential customers will visit when they are interested in learning more about your business. If they can’t find clear answers quickly, there is a good chance they will leave the sit faster than you’d hope. Your site should offer a strong first impression and it should clearly represent your business, brand, products and services in the way you want.

Social Media 

Social media is a tremendous player in the marketing world right now. Customers are actively seeking out brands they like or are interested in and higher numbers of consumers than ever before are relying on social media for research and to make  purchasing decisions. Social media also offers valuable community-building opportunities unlike any other channels, where you can truly build relationships with your customers. Whether you’re sharing organic, behind-the-scenes content on your personal page, or creating a group involving your business, leveraging social media is invaluable. 


Email Marketing

Email marketing is said to be  one of the the best methods of direct response marketing there is. Most users have ‘opted in’ to hearing from you, so they’re more willing to open your brand’s messages to learn about the latest products, sales and how they, themselves, can benefit. A few tips on successful email marketing are to keep your blasts short and easy to read, make them as personalized as possible, and create subject lines that entice customers to actually open them instead of sending them straight to the trash bin. 

Word of Mouth Marketing

Word of mouth marketing has always been one of the most effective marketing channels, and that will most likely continue on an on-going basis. Customers can often be intimidated when a salesperson recommends they purchase a product, however, if the recommendation comes from a trusted friend, the reaction is completely different. This is the concept behind word of mouth marketing; a snowball effect is created when one customer has a positive experience with your company. Whether your business utilizes a referral program or highlighting testimonials from previous customers, the positive feedback of an individual who is not in any way affiliated with your company has exponential value. 

Whether you choose to explore one or several of the marketing channels mentioned in this post, it’s important to understand that they each have a learning curve and will become more and more effective with consistency. A large part of successful marketing is testing and guessing to learn what works, what needs improvement, and what steps you can take to reach your company’s goals. For example, if you are testing out email marketing and your campaign receives a dismal number of opens, experiment with the time you send out your message, or with the language you use in your subject line. With flexibility, determination, and the skills to utilize and understand your analytics, you’ll find which marketing channels work best for your specific brand. 

As a digital marketing agency celebrating 20 years, we are experts of marketing channels, brand voice, building relationships with consumers, and establishing the true persona behind your company. Our staff is ready to help you find your perfect marketing channels to help your brand flourish. To request a quote, call our main office in Tarrytown at (914) 909-5900. We look forward to working with you!