Choosing The Right Marketing Channels for your Business
As an artist, maker or any small business owner, it can be hard to know what marketing baskets to put your eggs in. How are you supposed to know which channels will be the most effective in reaching your target audience and driving sales? Let's start by digging into the marketing channels commonly used by artists, makers, and other small business owners and then explore how to select the right ones for your business.
Understanding the Marketing Landscape
1. Digital Marketing
Social Media: Platforms like Instagram, TikTok, Facebook and Pinterest offer extensive targeting options to reach specific audiences.
Email Marketing: A cost-effective way to connect with your audience and stay at the top-of-mind of your potential customers.
Search Engine Optimization (SEO): Utilize keyword research tools and incorporate keywords in your website and social media content to help your target audience find you when they search for your products and services on Google, Instagram, and other platforms.
Content Marketing: Create valuable and relevant content to attract and engage your target audience. This content can be used across all channels including your website, social media, email, and print. It may come in the form of behind-the-scenes videos, tutorials and tips & tricks, or stories about the inspiration behind your creations.
2. Print Marketing
Magazines, newspapers, and direct mail can still be effective in reaching specific demographics.
This may also include printed materials you bring to markets and other events such as business cards, brochures, and flyers.
3. Influencer Marketing
Partner with individuals who have a strong following and influence over your target audience to expand your reach and connect with more potential customers.
4. Events
Showcase your products/services and network with potential customers and other vendors at local farmer’s markets, maker markets, and other events hosted by local collectives and community organizations.
5. Direct Outreach
Reach out to local shops that may be interested in selling or displaying your products. While this can be an intimidating tactic, the human connections formed by these interactions are incredibly valuable, regardless of whether the shop owner decides to business with you.
How to Select the Right Marketing Channels for Your Business
1. Define Your Objectives
Determine your marketing goals, whether it's brand awareness, lead generation, customer retention, or sales growth.
2. Know Your Target Audience
Understand who your ideal customers are, their preferences, online behavior, and where they spend their time.
3. Consider Your Budget
Evaluate the costs associated with each marketing channel and allocate your budget accordingly.
4. Analyze Past Performance
Look at data from previous marketing campaigns to identify which channels have been most successful in reaching your goals.
5. Keep an Eye on Your Competitors
Monitor your competitors' marketing strategies and channels to gain insights into what is working in your industry.
6. Test and Repeat
Don't be afraid to experiment with different channels, measure the results, and make adjustments based on performance.
Selecting the right marketing channels for your business is a strategic decision that requires a strong understanding of your objectives, target audience, and available resources. By exploring the diverse marketing channels available, analyzing past performance, and staying adaptable to changes in the marketing landscape, you can develop a comprehensive marketing strategy that effectively promotes your business and drives growth. Remember, there is no one-size-fits-all approach to marketing, so be open to testing new approaches to find what works best for your unique business needs.
For more help getting started with or developing your marketing strategy, reach out to Emma at emma@bongo-llc.com!
