Question: Dear, Addy. With so many marketing options out there, how do I figure out which ones are worth my time and money? As a small business owner, trying to find the right channels feels overwhelming; where should we begin?
Great question! Deciding where to focus your time and budget can feel overwhelming. There are so many options, from social media and email to SEO and paid ads. The good news is, you don’t have to use every channel. In fact, choosing a few of the right ones will make a bigger impact than spreading yourself thin. Here’s a guide to help you choose the channels that work best for your business and goals.
Know Your Audience
The first step is to ask: Who are my ideal customers and where do they spend their time? Different channels appeal to different audiences, so knowing where your customers hang out makes it much easier to decide.
- Social Media – If your customers are active on social media, it’s a good place to start. For a younger crowd, try Instagram or TikTok; for professionals, LinkedIn might be a better fit.
- Email – Email is incredibly effective for reaching people directly, especially if you have a loyal base of customers who want to hear from you.
- Local SEO – If you’re a local business, like a bakery or a retail shop, focusing on local search engine optimization will help people in your area find you online.
If figuring out your target audience sounds tricky, don’t worry—that’s something we can help with. We can work with you to pinpoint exactly who your customers are and where they’re most active.
Identify Your Goals
After you’ve identified your audience, it’s important to think about what you want your marketing to accomplish. Are you looking to build brand awareness, increase website traffic, generate leads, or some combination of all the above?
Your goals will help narrow down the channels that make the most sense. For example, if your goal is to generate leads, platforms like LinkedIn or Google Ads might be a great fit. But if you’re focused on building a loyal customer base, email marketing and social media are probably better options.
Our team is here to help if you’re unsure about which goals to prioritize or how to connect them with the right channels. We’ll help you set up a targeted approach so you’re spending time and money in the right places.
Start Small & Test
When you’re working with a limited budget, it’s smart to start with one or two channels, test them out, and see what works. You don’t need to commit to everything all at once.
- Try a social media platform – Start posting on one platform and see if you’re getting engagement.
- Run a Small Google Ad Campaign – Even a small investment in Google Ads can give you insights into what customers search for and click on.
- Start a Monthly Email Newsletter – Keep it simple with updates, promotions, or tips. Track which emails get the most opens and clicks.
We can help you set up and manage small, trial campaigns that give you useful data without blowing your budget. This way, you can learn what channels give you the most bang for your buck before going all-in.
Track Results & Adjust
Once you’re up and running, pay attention to what’s working and what isn’t. Keep an eye on metrics like engagement, traffic, and conversions. It can take a bit of time to see results, but tracking helps you know if your investment is paying off.
- Social Media – Track likes, comments, shares, and followers.
- Email – Look at open and click-through rates.
- Website – Check which pages people visit and how long they stay.
If you’re not sure how to interpret these metrics, we’ve got you covered. Our team can provide detailed analytics that show you what’s working and where to make adjustments, so you can maximize your results.
Don’t Be Afraid to Pivot
Marketing is always evolving, and what worked last month might not be as effective today. Don’t be afraid to try new things or switch channels if you’re not seeing results. The key is staying flexible and adjusting as you go.
If you want a bit of backup in testing new channels or deciding when to make a switch, we’re here to help with expert advice tailored to your business. We’ll guide you on what’s working, what’s not, and how to stay on top of the trends that matter.
Choosing the Right Channels for Your Business
Choosing the best marketing channels is really about focusing on what will work for you—not just what’s trendy. Start by thinking about your audience and goals, then test, track, and adjust as you go.
And if you want to fast-track the process with a personalized strategy that gets results, reach out to us. We’re here to make marketing easier, more effective, and aligned with your business’s unique needs. ∎