Today, there are countless marketing channels out there that you can use to market your ethical brand. However, as every ethical brand is different and so is every marketing channel, you must do your research to find which channels are best for your brand. There’s no reason to invest your time and money in all channels since not every channel works for every business.
In this article, we will be focusing on different marketing channels and helping you to understand why it might not be profitable to use all these channels.
What is a marketing channel?
According to Directive Consulting, a marketing channel refers to the set of people, organizations, and activities working together to transfer goods from the point of origin to the point of consumption. Marketing channels are used to create a connection between the organization creating a product and prospective consumers. Different types of marketing channels include content marketing, social media marketing, SEO, email marketing, influencer marketing, and many more.
Why not use all marketing channels?
Going after all or too many marketing channels isn’t worth the investment. This will only create unnecessary challenges as you might not be able to set up extensive tracking and run A/B tests to optimize each channel properly. This will lead you to the grey area in marketing, where your activities sort of work but are not great. It can be easy to want to tackle every marketing channel to cover our bases but the efforts need to be focused and precise with the ability to track results to determine what works and what doesn’t. You don’t have enough time to dedicate to management and optimization.
How to find the right channels for your ethical brand?
Finding the best marketing channels for your brand takes some time and effort. Here are five things to do to find the best ones for your brand:
Explore your options
The most important thing to do before choosing your channels is, of course, to explore all your options. As mentioned, there are countless different marketing channels out there and it might be challenging to choose the best ones without thorough research. Make sure to learn the pros and cons of each channel, how they work, and in general, for who they work the best.
What channels are most opportune for your industry
It is crucial to understand that the industry matters when selecting the marketing channels and the distinction between B2B and B2C businesses is extremely important. Therefore, doing some industry research is always a good idea. Look for what channels other brands in the same industry are using and if they are working or not. Only choose the ones that based on your research would be the most profitable ones for your business.
Set your goals
To be able to define the best channels for your ethical brand, it is also set your goals. What do you want to achieve with your marketing? Do you want to increase brand awareness? Generate leads? Increase customer value? Improve your SEO? Whatever your goals are, you must have them clearly defined so that you can find the best channels to help you achieve these goals.
Where is your audience
One of the most important things to consider when selecting your marketing channels is where your target audience is most active. For you to achieve your marketing goals, your audience must be able to find you.
Take our quiz
Finding the best marketing channels for your ethical brand might be challenging, and we want to help you. Take our ‘Marketing Channel Guide for Sustainable Brands’ quiz to get our marketing channel guide. This guide will help you to find the best channels for your brand and improve your digital marketing strategy!
Selecting the right marketing channels for your ethical brand is an essential part of your marketing strategy. Remember that it is not the best practice to just use all channels out there but to do proper research on what would work for your industry and brand. When using the right channels, you will be able to reach your audience and achieve your marketing goals.
Author: Oona Yletyinen