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9 Best Marketing Channels For Your Small Business In 2021

August 9, 2021 No Comments

The last few years have seen a huge increase in internet penetration and web technologies worldwide. Consequently, the marketing landscape has evolved to give us bigger and better marketing channels to reach the right audience at the right time.

However, not all marketing channels are well-suited for a small business. For example, if you’re a local eatery, you wouldn’t want to spend thousands of dollars on a nationwide TV commercial.

As such, you must be aware of the small business marketing channels most likely to make a positive impact on your specific product or service.

Best marketing channels for small business

Here’s my list of the best channels to consider when promoting your small business. I’ll walk you through a brief explanation of each channel, why it matters, and how to get started.

#1. Email Marketing

Despite being an old channel in terms of internet years, email still has the potential to reach 3.9 billion people as of 2020, and this number is expected to touch 4.3 billion users in 2023.

This makes email marketing an ideal way to drive leads and conversions for your small business.

Email marketing can not just reach a wide audience, but also delivers the best returns. As per an industry census, 73% of people ranked email as an excellent marketing channel.

Image Source: SaleCycle.com

Plus, DMA states that every $1 spent on email marketing leads to a $42 average return on investment.

Writing a series of emails and sending it to potential customers based on a carefully planned timeline can help you establish a relationship, build trust and make them interested in your product or service.

To get started with email marketing, you’ll need a way to build an email list and send emails to your contacts at regular intervals. That’s where an email marketing software like Mailchimp can help.

It will allow you to capture email addresses through your website, social media accounts, marketing events, and other avenues. In addition, you’ll be able to create a series of emails, along with an automation workflow, to send these emails to your contact list.

#2. Organic Search

According to Bright Edge, 68% of online experiences begin with a search engine.

Whether it’s for research, entertainment, or shopping, a search engine is the first place most people start with. And then they’ll click one of the top results that show up on the first page of organic search engine results.

This is what makes organic search another effective marketing channel for a small business.

Image Source: BrightEdge

When a customer searches for a query related to your product or service, the goal is to get the pages from your website to rank higher than those of competitors. Doing this will ensure a consistent stream of traffic and leads into your sales funnel.

The process of getting listed and strengthening your website’s presence in organic search engine result pages (SERPs) is known as SEO. It will involve researching the best keywords you want to rank for, and then optimizing the pages on your website for your selected keywords.

#3. Mobile Devices

Mobile usage has been on the rise for many years now, and it’s not showing any signs of slowing down. 50.88% of online traffic in 2020 came from mobile devices.

Desktop-VS-Mobile-Internet-Usage-Statistics-In-2020

Image Source: High-Speed Internet

Customers prefer businesses that can provide the information and communication they need through SMS, WhatsApp, and other mobile apps.

So it only makes sense to promote your small business to users of mobile and tablet devices.

There are a number of ways to capitalize on the mobile trend, the most prominent of which is having a mobile-responsive website. It’s no longer acceptable to have an outdated website that doesn’t adapt to different screen sizes.

#4. Word-of-Mouth Marketing

It’s no surprise that people trust other customers over you and your marketing team.

Marketers usually have an agenda, but a customer will spread the word about a brand, whether online or offline, only if the brand has truly delighted them. That’s why 9 out of 10 customers read reviews when considering a purchase.

There’s no shortcut to using this marketing channel for your benefit. You will really need to put in the work to ensure a great customer experience throughout the buyer’s journey.

Then set up email automation to reach out to customers to ask for feedback on their experience, and if they’re happy with your product or service, request a testimonial.

#5. Video Marketing

If you haven’t yet jumped on the video bandwagon, there’s no better time to do so.

When asked how they prefer to learn more about a product or service, 69% of people in a survey mentioned watching a video.

If you run a small business, you don’t need a big production team to start video marketing. It’s possible to create videos affordably. For instance, you use a camcorder to record videos that answer customer questions, introduce your team, or showcase customer testimonials.

These videos may not be as polished, but they can still win over your audience with their authentic look and feel.

#6. Business Blog

A blog is a must-have marketing channel for your small business. With a business blog, you get a dedicated platform to educate current and potential customers on the topics related to your niche.

Six out of ten buyers say that blog posts are valuable at the start of their purchase journey.

Image Source: Oberlo

A business blog is like a central content hub that attracts prospects, helps you turn visitors into leads, and strengthens your online presence on other marketing channels.

With several intuitive blogging platforms available online, starting a business blog these days is relatively easy. All you need is a domain name, hosting, and content management system, the most popular being WordPress.

#7. Social Media

Next up on our list is Social Media. 72% of US adults say that they use at least one social media website.

Image Source: Pew Research

Social platforms like Facebook, Instagram, LinkedIn, and more allow your small business to build rapport with your audience.

When you interact with your customers at the same place where their friends are, your business becomes a part of their personal network.

Plus, social media posts are easy to share, leading to word-of-mouth opportunities.

To get started with social media marketing, pick the social media platforms where your target customers are the most active and work on building an active presence.

#8. Paid Search (Pay-Per-Click Ads)

Paid Search refers to advertising your website near the top of search engine result pages, instead of getting found organically.

You are required to pay only when a user clicks on your ad, which is why another name for paid search is PPC (Pay Per Click) advertising.

This is a drastically different model from traditional outdoor advertising, in which you pay for your ads to be displayed, regardless of whether they trigger any action from the viewer.

Paid search ads may cost more than some of the other marketing channels on our list. However, they offer a unique benefit that no other channel can – the potential to generate results fast. In fact, 66% of CMOs expect to increase spend on paid search in 2021.

The most common way to get started with paid search is to create a Google Ads account and launch a search engine advertising campaign.

#9. Display Advertising

Display ads allow you to use image banners and videos to show an offer to your target audience on the websites they are likely to visit. Here’s an example:

Google’s Display Network, for instance, allows you to create display ads with the potential to reach 90% of internet users worldwide.

These ads can also be shown on email platforms, social media, and other digital channels that provide ad placements.

You can use them in isolation, but the real game-changer with these types of ads is targeting people who have already visited your website or opted into your email newsletter. This is referred to as remarketing.

Final thoughts

Each marketing channel is unique, with its own quirks, strengths, and weaknesses. And so is each business.

However, the most common mistake small business owners make is trying to focus on every channel available.

While you go through this list, pick only two or three channels at a time that seem the best fit for our business and customers.

Define goals and key metrics to measure the performance for each channel. This way, you can increase investment in high-performing channels and boost ROI.

Keep adjusting your strategy to make room for new channels and drop the non-profitable channels to cut costs as required. The more adaptable your small business is to the changes in the marketing space, the more stable your growth and prosperity will be.

By Hitesh Sahni

Guest author: Hitesh Sahni is a content strategy consultant, editor, and founder of Smemark, an upscale content marketing studio helping brands and agencies in multiple niches accelerate growth with superior, scalable content writing for 10+ years.

Sourced from Jeff Bullas

In News

Five Marketing Channels To Stay On Top Of In 2021

February 16, 2021 No Comments

By Kenny Tripura

The year 2020 was full of changes and uncertainty, something that impacted marketing quite a lot. Ask any marketer about the bygone year, and you’ll hear the ways they had to shift their marketing plans to deal with the pandemic and ongoing protests around the states.

But 2021 brings a new avenue. Although we cannot predict the outcome of how this year will pan out, we can still pivot our strategies to maximize marketing opportunities. Thankfully there are quite a few marketing channels that have proven to be effective and will hopefully bring you success — and generate high responses for your marketing campaigns — this new year.

1. Content Marketing

Content still retains its top position when it comes to attracting users to your website. Users come to your website based on the right content, keyword and offerings. A properly executed content marketing plan helps to optimize content according to the needs of your user and attract organic viewership.

With Google bringing a focus to consumer search behaviour in its recent search algorithm update, websites offering well-written content with natural language are set to rank higher. Create a well-tuned plan to pump out good content on a timely basis, allowing your brand to generate organic views and lessen bounce rates. A good content piece should have short headlines, the right data sources and answer questions your users might have.

2. Social Media Marketing

Social media has come a long way from its inception and is one of the most prominent marketing channels to this day. Over 72% of Americans have used at least one form of social media. That’s an astonishing number and something that a marketing manager can use to leverage their brand growth. YouTube and Facebook remain the most used social media platforms, with Instagram and Pinterest following in the rankings.

A social media marketing plan with a strong impetus for creating brand awareness, building customer relationships and crafting compelling posts can help you build a good presence on social media and redirect users toward your products and offerings. Focus on creating consistent messaging across all social media platforms and create video content to increase engagement with your audience.

3. Video Ads

Videos have slowly crept to the frontline of marketing channels. Years back it was expensive and tedious. However, with the rise of video creation and publishing platforms, it has become an easy-to-use tool, making it a good branding exercise. Today, even small businesses are creating video ads for branding and marketing. Social media platforms in themselves have become a hub for video ads and marketing, and it’s something that will continue to grow.

Videos can deliver compelling narratives and emotions that a written word cannot. When done well, your videos should create a connection with viewers.

4. SMS Marketing

Almost everyone carries a phone. Whether you’re a Gen Z, a baby boomer, a millennial or even a senior executive, using a phone has become a basic necessity. Over 4.8 billion people use mobile phones. Of that, the number of smartphone users is 3.5 billion. Connecting with people via phones is quicker and, according to some research, it’s likelier to generate responses compared to other marketing channels, like email. Plus, on average, it takes 90 seconds for someone to respond to a text and 90 minutes to respond to an email.

Many businesses are already utilizing text messaging as a means of connecting to their prospects and have reported great conversion rates. It also helps to convey the brand message quickly and effectively. Make sure to keep your texts short, sweet and fun to entice customers.

5. Direct Mail Marketing

Direct mail marketing is one of the oldest and most traditional means of marketing and continues to thrive. Direct mail can help bridge the gap between a brand and its customers. The allure of getting a physical piece of mail in your mailbox is something that today’s digital media marketing cannot replace, and it’s one reason why brands still rely on direct mail today. As a $44.2 billion industry, you should never discount direct mail.

Direct mail can help brands connect with consumers on a more personal level, creating an emotional bond that can last long. Direct mail has a median ROI of 29% compared to 23% on paid search. On top of that, by using automated platforms without having to visit your local printing and mailing companies, personalizing and tracking a single piece of direct mail has never been easier and faster. With options like marketing automation, personalization, ease of use and demographics-based targeting, it has enormous potential to give your brand the boost that it needs.

Conclusion

In the aftermath of 2020, marketing has certainly faced a greater challenge. But with plenty of marketing channels to supercharge your campaign, 2021 will hopefully present a more favourable outcome. A carefully crafted marketing plan and strategy can help reach more people and generate more responses. Keep an eye out for these marketing channels and try to leverage them to your benefit.

Feature Image Credit: getty

By Kenny Tripura

Co-Founder and Managing Director at Edkent Media, a boutique digital marketing agency servicing local, start-ups and enterprise companies. Read Kenny Tripura’s full executive profile here.

Sourced from Forbes

In News

50 Marketing Channels to Use to Reach Customers

August 8, 2017 No Comments

By Gabrielle Pickard-Whitehead.

There are endless marketing channels available to small businesses. These channels range in cost, from nothing to a lot. Small Biz Trends takes a look at 50 of the most effective marketing channels small businesses can use to reach customers.

Marketing Channels for Small Businesses

Facebook

Facebook is free, easy to use and offers a great way for small businesses to reach customers. Simply create a business page on Facebook and start posting relevant content to build awareness of your brand.

Twitter

Twitter is another marketing channel small businesses would be foolish to ignore. Set yourself up with a Twitter account and start attracting followers and ultimately customers by publishing engaging tweets.

Being an inherently visual social media site, Pinterest is great for posting inspiring images and visual content to generate interest in your brand and reach out to customers.

LinkedIn is another great marketing channel for small businesses looking to optimize marketing efforts. Join LinkedIn groups to help establish yourself as a leader in your field.

TV Ads

If your marketing budget will stretch that far, why not market your wares on a TV ad? Television adverts are still one of the most effective ways to help brands and business sell their products and services.

Newspaper Ads

Who said print was dead? Placing an advert in a national or local newspaper (depending on your budget) is an effective marketing channel for drawing attention to your business and reaching out to customers.

Radio Ads

Advertising on a local radio station can be a cost-effective way to reach out to customers and build your business’s community presence.

Websites

Does your website really sell your business and its products or services? If it doesn’t, now’s the time to redesign your website so it shows your business to its optimum.

Flyers

People can rarely resist reading a flyer or leaflet that lands on their doorstep. Design a colorful and eye-catching flyer of your business, sit back and expect an influx of phone calls!

Google AdWords

Use Google AdWords as a marketing channel to help your business appear on the search engines when people type in keywords relevant to your business and niche.

Blogs

Start a blog and provide it with fresh, original and thought-provoking content on a regular basis to help improve your website’s SEO and make you be seen as a leading figure in your industry.

Infographics

Another effective marketing channel is to create and publish an engaging infographic. Such visually intriguing content can attract visitors to your site with the view of turning them into customers.

Guest Posts

Making guest appearances on other people’s blogs is a marketing channel that small business should not overlook. Guest blogging is a great way to build authority in your niche amongst customers and peers.

Submitting content onto Reddit will help it be viewed by a wider audience. Featuring a news aggregator and discussion boards, Reddit is an effective channel for interacting with your audience.

Email Marketing

Customize personal and bespoke personal messages to your customers through email marketing. This marketing channel is great for communicating discounts and offers with customers.

Local Marketing

The likes of YellowPages.com and Google+ list local companies, alongside their contact details. Get your business visible on local listings so you don’t miss out on customer conversions.

Trade Show Displays

Again, if your marketing budget can stretch this far, get yourself a stand at a trade show relevant to your business. Displaying your products and services at trade shows will help build your brand and customer base.

Trade Show Attendance

If you can’t afford to display at a trade show, make sure you attend them, with a barrage of business cards in your pocket. Trade shows provide a great opportunity to mix with other peers and potential clients.

Quora

Quora enables you to interact with other members by submitting questions. You can also answer already submitted questions, an effective way to heighten your status as an expert in your field.

Networking

Do a quick search of any networking events in your area and attend them! Networking is an effective way to put your business in front of like-minded professionals and potentially reach new customers.

Coupon Sites

Another marketing channel your small business shouldn’t disregard are coupon sites. If you’ve got a discount, offer or deal on, let people know about it by listing the deal on coupon sites.

Skype

Another often overlooked marketing channel is Skype. Skype allows users to add connections and send instant messages, meaning you can find and reach new customers from your desktop or mobile device.

Instagram

Instagram is another inherently visual social media channel savvy small business owners should be active on. Grab yourself an Instagram account and start posting inspiring photos and videos to promote your business.

Public Speaking

Market yourself as an authoritative figure in your industry by offering to speak at important events. If your audience is impressed with your speech, they could be a lot more willing to become loyal customers.

YouTube

There’s no channel quite like YouTube to publish engaging videos related to your products and services. Widen your customer base by posting video content on YouTube.

Case Studies

Customers simply love to read case studies about a business that give them reassurance about using a specific brand or company. Create and publish case studies about your satisfied customers to help attract new ones!

Local Business Groups

Another effective way for small business owners to network and build up some effective business contacts is to join local business groups. There’s bound to be some niche-specific business groups in your area.

Webinars

Drive interest to your company and turn webinar guests into paying customers by hosting informative and engaging webinars.

Testimonial Pages

If your website doesn’t yet have a testimonials page, now’s the time to create one. Testimonials and word of mouth advertising is one of the most effective forms of marketing there is.

Forums

Industry-specific forums can be an effective place to search for individuals who may be interested in your products or services.

Facebook Advertising

As well as being active on Facebook, make use of Facebook advertising. More than two million SBEs advertise on Facebook, which is an inexpensive marketing channel for small businesses.

Product Freebies

Staff can be fantastic marketing assets. Giving your staff company freebies will help them spread the word of just how great your business and its products are!

Flickr

Interacting with other users in groups or comments on Flickr can be an effective way for a small business to reach out to potential customers.

Newspaper Columns

If you’re good at writing, creating regular columns in a newspaper can do your brand’s image a world of good. Readers of your inspiring column could quickly turn into paying customers.

Direct Mail Marketing

Yes so-called ‘snail mail’ does still exist and shouldn’t be underestimated. We rarely ignore a letter through our doorstep, particularly in the envelope is designed in an eye-catching and intriguing way.

Google’s Local Offerings

Ensure your business appears on Google Maps by taking advantage of Google’s local offerings. Create a Google My Business account to help your business be seen online.

Vimeo

Upload company-related videos on Vimeo and give your services or products the publicity they deserve on this popular video-sharing site.

Google+

Google+ is another marketing channel small business can benefit from. By creating a Google+ account, small businesses increase their chances of received highly targeted visitors from organic searches on Google.

Other Social Tools

Sign up to use social tools such as Hootsuite and Buffer. Link the tools to your social media accounts and you can start scheduling posts for the future, meaning your business can exploit the marketing opportunities of social media more efficiently.

Search Engine Marketing

Obtain higher rankings on the search engines by researching the most relevant and effective keywords for your industry and business.

Content Marketing

Without going overboard on keyword saturation so you’re seen as spammy by the search engines, aim to scatter the keywords naturally throughout your online content to help boost your rankings.

Your Own Networking Event

If you can’t find a networking event in your local area, why not host your own? Advertise the event to get as many people there as possible and to give your business optimum publicity.

Business Awards

There’s nothing quite as effective in marketing a business than entering business awards, especially if you win!

Landing Pages

Creating landing pages, which drive visitors to land on the page, are a great way for businesses to generate leads by enticing interested visitors to carry out the call-to-action highlighted on the page.

About Us Pages

Ensure your small business stands out from the crowd by creating an eye-catching ‘About Us’ page. This is your opportunity to inform prospective customers about what makes you special.

Snapchat

Snapchat allows users to share photos and videos for 24 hours before the content disappears. This social media channel is starting to catch on in the world of business marketing.

Meetup

Meetup can be an effective marketing channel as it allows you to share events and meetings to broaden the reach and gain interest in your events.

WhatsApp is another potential marketing channel that often goes overlooked. This mobile messaging app allows you to create groups and communicate with other members via voice, text or video.

Magazine Ads

If your marketing budget is big enough, placing an advert in a magazine or brochure that’s specific to your niche is an effective way to reach new customers.

Billboard Advertising

Another traditional marketing channel that should not be ignored is billboard ads. Place your company on a billboard in a busy area and don’t be surprised if you get an influx of new customers knocking at your door.

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