marketing-channels

The Marketing Channels To Grow Your Business

A marketing channel represents the set of activities necessary to create a distribution for a product and make sure that the product is delivered in the hands of the right people and that the potential customer is satisfied with it. The marketing channel also needs to be aligned with the brand message of the company.

A quick intro to marketing channels

Growing a digital business is not easy. With the low barriers to entry and the millions of websites out there, it’s important to find the right marketing mix to gain traction.

marketing-mix
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

At the same time, finding your key distribution channel to build your brand, will enable you to build a valuable company in the long-term.

distribution-channels
A distribution channel is the set of steps it takes for a product to get in the hands of the key customer or consumer. Distribution channels can be direct or indirect. Distribution can also be physical or digital, depending on the kind of business and industry.

There are many marketing channels you can take advantage of. For instance, at digital level, there are dozens of digital channels available.

digital-marketing-channels
A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

While, over time, it makes sense to go for a multichannel approach.

In the short-term, you need a single marketing channel that works pretty well. Yet, before you find out you will need experimentation, to get to what we can call your “product-channel fit.”

Or that single channel, that will be good enough for your product to meet a sustained number of interested customers and build a valuable business.

Let’s get to the list.

Affiliate Programs/Affiliations

affiliate-marketing
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Affiliate marketing isn’t new. Companies like Amazon have mastered it, since the beginning to quickly grow their traffic, and sales. While it might seem simple to just enroll a bunch of affiliate marketer to your program and get them going. There are always a few things to consider:

Control

Affiliate marketing is great for amplification, however it might make you lose a bit of control over your communication strategy, as it’s hard to track how affiliates promote your product.

Not easy to get going

While it’s easy to set it up. It’s not that easy to make sure that affiliates sell your product.

You need to initially help them get familiar with your product so that they can sell it in the right context.

And easy enough to sell so affiliates can earn a continuous flow of income from your product sales, and therefore they keep pushing them.

Billboards

duckduckgo-billboards
Source: duckduckgo.com/billboards

While this might seem not an advanced marketing channel, in reality, billboards can work pretty well, especially as marketing is done at the local level.

Also, digital brands, like search engine DuckDuckGo have been using billboards to create brand awareness.

Indeed, above you can see the map of all the locations worldwide where DuckDuckGo has placed a billboard.

Business Development

business-development-vs-sales
Business development comprises a set of strategies, tactics, and actions to grow a business via a mixture of sales and marketing. Indeed, while marketing usually relies on automation to reach a wider audience, and sales usually leverages on the one-to-one approach to close complex deals. Business development is about creating distribution strategies to scale up a business.

Business development isn’t just about getting sales through the door.

That is about distribution and creating new channels to help the business scale up. In addition, business development is also about deal-making and finding those partnerships that can help the company grow at 10x speed.

Community Building

Building your community today is simpler if done at scale, as social media platforms (Facebook, Instagram, Twitter) enable companies to manage them.

However, it’s important to highlight, that while any company is willing to put some effort in amplifying its product via social media platforms.

In reality, building a community takes much more effort.

Content Marketing

content-marketing
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Content helps build trust, relationships and it’s still among the most effective form of marketing. Content not only helps you establish trust, and authority, but it can also be used for practical purposes, like explaining the product, answering questions, and more.

That is why content marketing can be so powerful.

Curated Newsletters

email-marketing
Email marketing leverages a set of tactics to build a stronger brand, drive traffic to your products, and build a solid funnel for converting leads into loyal customers. While email marketing isn’t new, it’s still one of the most effective marketing strategies to build a valuable business.

Newsletters have become very powerful ways to communicate your brand message, build your community and sell your product.

While it might seem an old marketing channel that is among the most interesting ones, and worth building up, even before you have anything to sell.

Display Ads

While display ads that leverage on banners might have a very low conversion rate, it might also be less expensive compared to other paid channels.

Therefore, a good alternative to explore to attract and build an audience. Tools like Google Ads can be used to set up your Display Ads campaigns.

e-commerce SEO

e-commerce-strategies
Some of the key strategies to take advantage of Amazon’s platform are about understanding customers’ needs, using testimonials and reviews, improve product variety while offering competitive pricing. While price and variety matters, it also matters to differentiate your offering compared to existing players. 

Building up e-commerce on Amazon has become pretty common. And Amazon itself is the most popular product search engine.

As such, mastering Amazon SEO can be a powerful way to sell a product continuously.

SEO

seo-hacking-process
what-is-seo-hacking
SEO hacking is a process of quick experimentation that aims at efficiently growing the organic traffic of web properties. Where traditional SEO strategies look at a steady growth, SEO hacking finds unconventional ways to quickly gain traction. That is a process well suited for small web properties and startups looking to scale up organic traffic against large media outlets.

Social Media

market-segmentation
Market segmentation is the process of dividing the market into sub-groups. Market segmentation can be based on characteristics such as age, behaviors, income levels, and more. This process helps to understand what your key customers want, where they are, and how to talk to them effectively.

What are 4 types of marketing channels?

There are several ways to classify marketing channels. One of the most effective ways is to understand whether you own or not that distribution and marketing channel and whether it’s direct or indirect.

  • Direct channel.
  • Indirect channel.
  • Owned channel.
  • Third-party channel.
  • Hybrid channel.

What are the main marketing channels?

What are marketing channel examples?

Some marketing channels include SEO (organic traffic via Google and other search engines), SEM (or paid acquisition traffic via Google and another search engine), social media marketing, events, meetups, billboards, and more.

What is the best marketing channel?

When you kick off a marketing strategy, there are faster channels to speed up your product sales, like SEM or SMM. However, over time it’s critical to build a distribution that is owned via marketing channels like newsletters, blogs, e-commerce, and more.

Connected Marketing Concepts

Affiliate Marketing

affiliate-marketing
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Ambush Marketing

ambush-marketing
As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Brand Building

brand-building
Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.

Brand Equity

what-is-brand-equity
The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.

Brand Positioning

brand-positioning
Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.

Business Storytelling

business-storytelling
Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.

Content Marketing

content-marketing
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Digital Marketing

digital-marketing-channels
A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Growth Marketing

growth-marketing
Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

guerrilla-marketing
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Inbound Marketing

inbound-marketing
Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Integrated Marketing

integrated-marketing
Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.

Marketing Mix

marketing-mix
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Marketing Personas

marketing-personas
Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.

Multi-Channel Marketing

multichannel-marketing
Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Multi-Level Marketing

multilevel-marketing
Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.

Niche Marketing

microniche
A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.

Relationship Marketing

relationship-marketing
Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

Sustainable Marketing

sustainable-marketing-green-marketing
Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

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