Wait, exactly what are marketing communications channels?
Photo: @chappelldigitalmarketing
Marketing channels, communications channels, markcom channels...what's everyone on about?
There's a fine point of difference between all of these terms. Marketing channels refer to the methods used to distribute and sell a product or service, such as brick & mortar shops, an e-commerce site, or direct selling. Communications channels are the means by which a company communicates with its target audiences, such as email, social media, or advertising. Marketing communications refers to the overall strategy and tactics a company uses to communicate with its target audience and promote its products or services throughout these various channels.
All these terms are related but distinct, with marketing channels focusing on distribution and sales, communications channels focusing on communication and promotion, and marketing communications tying the two together into a cohesive strategy. Make sense?
The most effective marketing communication channels will depend on your target audience, goals, and budget. Some channels may be more effective for certain industries or types of messages than others. But are a few examples of the most common marketing communication channels used by businesses big and small:
Email
Email is a widely used communication channel for marketing purposes because it allows you to reach your target audience directly and with a high degree of personalization. Email marketing campaigns can be targeted to specific segments of your company's customer base, such as individuals who have previously made a purchase or shown interest in a particular product or service. This allows you to send highly relevant and personalized messages that are more likely to be read and acted upon.
And the rumours are true. The ROI of email is incredible. As Constant Contact says, "[e]mail marketing makes money. For every $1 you spend on email marketing, you can expect an average return of $36. That’s a higher return than you can expect from any other form of marketing — digital or otherwise." Email your customers, and potential customers is a great way to stay top of mind and is a method that can easily be integrated with all your other marketing efforts.
Social media
Social media platforms provide you with the opportunity to interact with your target audience on a personal level and in real time. They can be a great way to build a relationship with customers and connect with them in a more informal and conversational way—which can make your marketing efforts feel less intrusive and more genuine while building brand loyalty.
Overall, social media platforms can be very effective channels for marketing communications as they allow you to reach a large audience, engage with them in real time, and track the success of your efforts through analytics.
But don't let the casual language of social fool you—it may all seem like fun and games, but you'll need a serious strategy, some policies around the rules of engagement, and a well-defined playbook to make social work for you.
Website
Your website is critical. Even if you're a relatively small business or a solopreneur, remember that Google is a verb to most people. Before doing business with you, your Customers will want to look you up. So you can think of your website as a central location where they can find all the information they need about your products or services, such as product descriptions, pricing, and availability, alongside other important details like your contact information, location, and hours of operation.
It's also where they'll try to suss out whether or not you're a legit professional and not a serial killer or scammer.
You can build trust and credibility with potential customers by showcasing customer testimonials, case studies, and other forms of social proof. Great content also helps—like helpful and informative blog posts on topics related to your products and services.
Paid advertising
Paid advertising, such as display ads, search ads, and social media ads, gives you a way to reach a specific and targeted audience. Display ads are typically image or video ads that appear on websites and are designed to capture the viewer's attention and drive traffic to a specific landing page or website. Search ads, also known as pay-per-click ads, appear at the top of search engine results pages when users search for specific keywords and are a way for your business to drive traffic to your website. Social media ads, on the other hand, appear on a user's social media feed and are designed to engage with users and drive traffic to a specific landing page or website.
One of the main benefits of paid advertising is the ability to target specific demographics, such as age, location, and interests. This allows you to reach your ideal customers and increase the chances of converting them into paying customers. Additionally, paid advertising can be used to drive immediate results and can be an effective way to increase brand awareness and generate leads. Paid advertising also allows businesses to track the success of their campaigns through analytics and adjust them as needed to optimize results.
Public relations
Public relations (PR) is the practice of building and maintaining relationships between an organization and its various stakeholders, including the media, customers, employees, and the general public. The goal of PR is to generate positive coverage and build credibility for a brand by managing the flow of information between the organization and its stakeholders.
Most small or solo-run businesses don't have the budget for a dedicated PR person, but that doesn't mean you can use their tactics to promote your business.
PR professionals work to create and distribute content, such as press releases and news articles, to promote a business's products, services, and overall image. They also work to secure media coverage by pitching stories to journalists and arranging interviews with company representatives. Additionally, PR professionals may manage crisis communications by planning and executing strategies to mitigate negative impacts on the organization's reputation.
When you're building your content strategy, you can include these PR elements to help promote your business via traditional media channels.
Events
Live events, such as conferences, trade shows, and experiential marketing campaigns, are effective channels for marketing communications as they allow companies to directly engage with their audience in a face-to-face setting. These events provide an opportunity for you to showcase their products or services, generate leads, and build relationships with potential customers.
Conferences are events where industry professionals gather to share knowledge, network, and learn about new developments and trends. Trade shows, on the other hand, are events where companies in a specific industry gather to display their products or services to a large audience of potential customers. Experiential marketing campaigns are events that are designed to create a memorable and engaging experience for the audience. They can take the form of product demonstrations, pop-up stores, or interactive installations.
In addition to the face-to-face interactions, live events also give you the chance to gather data and gain insights about your target audience through on-the-spot feedback and follow-up surveys.
You don't need to use each of these marketing communications to be successful, nor do you need to use them all in equal measure. Obviously, it's a lot easier to use social media daily but impossible to attend a conference daily. Ultimately, the most effective marketing communication channels will depend on your specific goals, target audience, and resources. Now that you know more about all the options that are out there, you'll need to decide on the most effective way to reach your audience and use a combination of channels to help you reach your goals.