What Is a Marketing Channel?
A marketing channel is a route that a product travels through, from you to customers. It includes tools, tactics, and touch points that guide your target audience through the buyer’s journey: Awareness > Consideration> Decision-making.
Email marketing, for example, is a highly-valued channel for B2B marketing. It has an estimated 36 to1 ROI in 2022. How do you create that subscriber list? Emails?
A channel that can do what email cannot does is essential. You need something that attracts your target audience and convinces them to sign up.
The channels you choose should be easy to use and cost-effective to manage for your target audience. It won’t work if it doesn’t. Your best marketing channel is one that allows you to provide consistent, high-quality sales leads.
It is crucial to develop a strategic marketing plan that meets your company’s business goals by focusing on the right channels.
These are some of the most popular options for B2B marketing:
- Social media (both organic and paid)
- Advertisement search
- Email marketing
- Video / YouTube/ Streaming
- Search engine optimization (SEO/Website) / B2B Blog
- Display advertising
- Referral/Word of mouth
- Online review management
- Webinars, virtual events
- Public relations / Press releases
- Direct mail
- Marketing in-store
- Cold calls
- Retargeting ads
Each one has its own strengths and weaknesses. Although you wouldn’t likely use them all at the same time, you can choose to use a few to create a B2B experience that suits your business goals.
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