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How to Select the Most Effective Marketing Channels for Your Brand

There are now officially 4.57 billion people online. Over 79% of adults check their phones first thing in the morning. These stats mean two things. One, the days of boring television advertisements are over, and two, it’s time for your brand to choose new marketing channels. 

However, pursuing a new marketing project or even a marketing strategy without a clear direction is like getting on a random train and hoping it takes you where you need to go. No matter where you end up, you’ll be lost.

Don’t stress. You can skip the train journey because, in this article, I’ll show you how to select the most effective marketing channels for your brand.

Most Effective B2B Digital Marketing Channels

When choosing marketing channels, marketers have plenty of great channels available to them. Here are 20 of them:

  • Email Marketing
  • Organic Social Media
  • Apps
  • Websites
  • Amazon Storefronts
  • Video
  • TV Commercials
  • Events
  • Blogs
  • QR Codes
  • Press Releases
  • Chatbots
  • Webinars
  • Direct Sales
  • In-Store signage
  • Contests
  • SMS Marketing
  • Print Ads
  • Mobile Ads
  • Search Engine Optimization (SEO)

While juggling all 20 of these marketing channels might make you feel like a marketing master, it’s better to master a few marketing channels than fail at many. The nature of marketing channels is this: hard work does not always provide successful results.

To save you some time, let’s go through four of the most effective B2B marketing channels.

1. Social Media

From TikTok to Twitter, social media is a game-changer for client relationships.

Great social media content will help you increase your website traffic, mailing list, and client base. Who follows businesses on social media? Over 90% of Instagram users and 66% of Facebook users follow at least one brand.

Social media allows you to reach over 3.499 billion active social media users on a platform where you are all on equal footing. Looking to boost engagement? Try running a contest. Unlike digital advertising, contests have a click-through rate of over 34%. Or perhaps you’re looking to show your clients gratitude? Try sending your clients a valentine, or a Spotify playlist!

Pro-tip: use a social media management tool from the start. You’ll save a ton of time scheduling all of your posts in the long run.

(Image Source: AddThis)

2. Email Marketing

Email marketing is the oldest marketing channel on this list, with the first marketing email dating back to DEC’s Gary Thuerk in 1978.

Today, email marketing is still one of the most effective marketing channels with highly profitable sales funnels. Why? Over 99% of consumers check their email daily, and over 86% of professionals say email is their preferred method of contact. Email marketing brings in $38 in revenue for every dollar spent, giving it a minimum ROI of 3,800%. 

Want to know the return on investment for that first marketing email in 1978? DEC advertised their machines to just 400 users, making over $13million worth of sales from that single email.

While we can’t expect such a high return from email marketing today, we can expect an affordable marketing campaign with an average 17.92% open rate across industries. 

3. Digital Advertising

While TV advertising costs $60 per thousand views, digital marketing could deliver competitive results for less than 16% of the cost. If you can manage YouTube right, then for just $9.68 per 1,000 impressions, you can run your ad on the platform, which is the internet’s second-largest search engine.

Digital advertising on Facebook can also be affordable, costing just $7.19 per thousand viewers, with an average click-through rate of 9.72%.

Why? Digital advertising gives your clients a direct link to your website, a website they can purchase your product from instantly. For brands with small marketing budgets, digital advertising offers you value for money. 

4. Search Engine Optimization

Every second, over 63,000 Google searches are conducted, with 94% of these getting organic traffic results.

With such fierce competition, how can your brand stand out from the crowd? The answer is search engine optimization. According to Terakeet, Google values organic traffic five times more than paid traffic, giving SEO an enormous return on investment.

While most B2B marketing channels require a constant cash-flow for results, devising an SEO strategy can put you in front of your clients with just some time, effort, and excellent SEO tools.

Get Choosy: The Most Effective Marketing Channels for You

From website analytics to client feedback, choosing the best marketing channels for your brand can involve a lot of trial and error.

You don’t have to master all the marketing channels to make an impression. Your marketing strategy is as fluid as your brand, and it will inevitably change as your client base expands. Although it’s tempting, choose the marketing strategy that is best aligned with your customer service goals and overall business strategy. 

If you want to start writing your roadmap to success, try these steps:

Step 1. Get SMART About Your Goals

Embarking on a new marketing strategy without direction is only going to get you one place: lost.

Although you can start every working day with a caffeine kick and a Key Performance Indicator (KPI) driven stand-up, your goals don’t have to define your brand or business. Goals are merely there to guide the way and let you know when you get lost. To set the best KPI driven goals, try following the SMART formula. That means your goals are:

  • Specific
  • Measurable
  • Achievable
  • Realistic
  • Time-bound

SMART goals fit into a single sentence. Setting clear objectives on what you’re hoping to achieve will save you time and money. If you’re looking for inspiration, try this simple formula:

By (date), (brand) will reach (engagement goal) on (marketing channel).

To reach your engagement goals, you’ll need to nurture your relationship with your clients and bring value to their lives. How? That brings us to step 2.

Step 2. Get Face-To-Face with Your clients

While the promise of bringing your brand to millions of people is hard to ignore, a multi-channel strategy can get expensive quickly.

When in doubt, prioritize the marketing channels that bring your content directly to your clients. Want to know which marketing channels they care about? Ask them. User-generated content will catch your clients’ attention. Over 81% of people are influenced by what their friends share on social media! Give your clients a voice, and they’ll drive your marketing strategy.

Step 3. Think Long-Term

Although it’s tempting to launch a company on TikTok, ask yourself this: are your marketing channels going to represent your brand long-term, or are you cashing in on a quick trend?

When it comes to marketing your brand, choose long-term success over short-term hype. You don’t need to make memes to get your clients’ attention. Even if your brand values are “friendly” and “fun,” you can still portray those without ending up in a cringe compilation.

Sometimes you can get all of your marketing angles right, and your audience still wouldn’t click your links. Aside from double-checking how persuasive your copy is, you should always use a URL shortener like Rebrandly’s. Sometimes, it’s the little things that make or break a campaign.

To make sure you’re making the right impression with your clients, it’s essential to reassess your marketing channels frequently. For that, you’ll need step 4.

Step 4. Measure Your Marketing Mileage

Thankfully, you don’t need to get too technical to measure the mileage of your marketing channels.

You can assess your marketing mileage through these metrics:

  • Cost-Per-Click (CPC). Your CPC will tell you how much it costs to bring each customer to your website. If you’re using Digital Advertising, CPC is a goldmine of a measurement.
  • Cost-Per-Thousand-Views (CPM). CPM will give you the cost to show your brand to 1,000 people.
  • Click-Through-Rate (CTR). Your CTR will show you how many people saw your brand and clicked-through to your website.

When assessing your marketing channels’ success, keep in mind that a ‘view’ changes between platforms. For example:

  • Instagram, Twitter, and Facebook only count views where the viewer has watched for longer than three seconds, with 50% of the post on-screen.
  • YouTube counts views that are watched for longer than thirty seconds.
  • A website view is counted when a user loads a page.

That means that while your CPM on Facebook might be cheaper, your conversion rate from YouTube is likely to be higher, as your ‘impressions’ are viewing your content for longer.

What’s A Brand to Do?

Although it seems like more views will give you more clients, this isn’t always true. If you choose the right marketing channels for your brand, you’ll reach your clients with content that will continue to resonate with them.

Mark Quadros is a SaaS content marketer that helps brands create and distribute rad content. On a similar note, Mark loves content and contributes to several authoritative blogs like HubSpot Sales, CoSchedule, Foundr, etc. Connect with him via LinkedIn.