How does a brand decide which channels are right for them?
There are various ways available for marketers to reach their target audience. But the main challenge that brands face is choosing the right medium to communicate their message. Given the growth of online channels of communication, there are so many options available to choose from. Choosing the right medium to communicate is an important and hard decision for brands. The most crucial point is to understand which channel will help you get the maximum reach. You want to select the right medium that will utilize your time, effort, and money to the fullest, ensuring a great return on your investment. Here’s a guide for you to select the best marketing channels suitable for your brand:
Things to consider before selecting a marketing channel:
Consider your budget and other requirements while selecting the right medium to broadcast your message. Make yourself well aware of the terms, frequency and reach before selecting the channel. Frequency refers to the number of times your message reaches each consumer whereas reach is the number of potential consumers that are exposed to your message. This is called the marketing mix. Both frequency and reach are important as, if you can’t reach your target audience or if your marketing message is not visible to them, you will not be able to reap the benefits of your campaign.
Examples of marketing channels:
- Affiliate marketing
- Social media
- Print media
- Email marketing
- Websites, apps, blogs
- SEO
- Word of mouth
- Pay per click (PPC)
- Online videos
- Events and contests
We have barely scratched the surface with these examples. These options can further be broken down. For example, there are a lot of social networking sites available for marketers to promote their brands and each network can be considered as a channel.
How to choose the right marketing channel for your brand?
Research before choosing the right medium for communicating your message to your target consumers. Consider the following key points:
- Understand the reach of the channel
- Know if it’s the best medium for effective communication
- Make sure the channel lets you measure the impact of your message
- Check if it fits with the other channels that you’ve selected
- Consider your budget and resources
Be consistent:
Consistency is the key! After selecting the right mediums to communicate with your target consumers, be consistent with your message throughout the channels. Try to reach your goal in different channels using similar messages. It will capture the attention of your consumers.
Measure the effectiveness of the channels:
Measuring the success of your brand is an essential and unavoidable step for any marketing campaign. When you measure key performance indicators (KPIs) for your campaigns, you get an idea of the reach and effectiveness of your message. You can measure your success with the following elements:
- Brand awareness
- Increased return on investment (ROI)
- Increased sales
- Customer traffic (online channels) and behavioural change
- Evaluate the overall growth rate of your business
Deciding the right channel to communicate your marketing message plays a pivotal role in the growth and success of your brand. Research extensively and see which channels are best suited for your brand. If you invest by selecting the best channels, it will definitely pay off!