Ashley D. Su 
Your marketing campaign should have a clear idea of the channels it will establish.
Marketing channels are how you reach your audience. They help drive traffic to your website and define content to increase sales and exposure.
The choice of channel not only affects your message, but also the brand’s livelihood. If you think about it, every marketing campaign has one goal: to target customers to attract more interested customers.
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But if you use the wrong channel(s), your marketing campaign can turn out to be ineffective and disappointing.
However, there is no clear way to define what “right” is for a trader. You need to identify the most appropriate marketing channel based on your business goals.
How to choose the right strategy for your product?
There are many ways to market your product. How do you choose the right strategy for your product?
This is a question that many entrepreneurs ask themselves. Some products are easy to sell and others require more thought and strategy. Some products need to be marketed globally, while others only need to be advertised locally.
For example, if you are selling an app, it would make sense to focus all of your efforts on advertising the app in the App Store, even if you are one of the fastest growing tech companies. On the other hand, if you’re selling a book, it would make perfect sense to advertise it on Amazon or Apple Books.
How you plan to market your product will depend on which strategy works best for your business. For example, if you are looking to sell directly through your website or social media platforms, then a mailing list is an ideal way to reach potential customers and give them a chance to buy your product.
If you’re trying to get people to stores or trade shows, direct mail campaigns are a great way to reach potential customers and get them to buy your products.
Or if you want something in between these two strategies, there are plenty of other options: print materials, radio ads, TV ads, etc.
Cost is another consideration. The email marketing cost or any other strategy you choose should be considered. Email marketing can be expensive if you target your message to a qualified target audience. At the same time, other campaigns like TV or print ads have very high upfront costs that make them prohibitively expensive for start-up businesses.
Know your purpose and your customers
How you market your product will depend on your goal. If you’re trying to build brand awareness, you can start by sharing product information on social media or in blog posts. If you are trying to reach new customers, your marketing materials should include copies for your email marketing or social media advertising campaigns.
You need to know what type of lead or customer acquisition method will work best before you invest time or money into it. The goal here is not just to get someone interested in your product, but also to engage them to become a customer!
Let’s say you want to start a podcast.
First, you need to identify your goal – brand awareness or conversion. If your goal is brand awareness, your product is probably an audio recording. If it’s a conversion (people becoming customers), it could be an e-book or an online course.
Next, you need to know who your target audience is: gender, age range, income level, education level, geographic location, etc.
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This will help determine which marketing channels are best for reaching them. If you’re targeting men ages 25-34 in the San Francisco Bay Area with annual incomes over $70,000, email marketing and podcasting may not be the best strategy for you. !
Also, what type of leads are you looking for – top of the funnel (people who haven’t shown interest in your product yet) or bottom of the funnel (people ready to convert or buy your product) )?
These can vary depending on the type of campaign and the niche you are targeting. For example, if you sell weight loss supplements that target women between the ages of 25 and 35 who have children under the age of six, email marketing may be more effective than social media ads.
Stand out from the crowd
The key to marketing is finding a way to stand out from the crowd and make your brand memorable. With so many companies competing for consumer attention, you need to get creative with how you market your products and services.
Here are some ideas:
Use a unique branding technique
This can range from using your own logo to using a custom font or color scheme. The key is that it needs to be unique so people remember you when they see you again – think as simple and memorable as Apple and Nike or something striking and soothing like Starbucks.
Offer something different
You could offer something most businesses are reluctant to do – free shipping or free samples, or maybe just some free advice on how they can improve their website or products.
branded content
It could be a press release or blog post written internally by an employee or even a short social media video showcasing your products or services. It is usually aimed at specific audiences and is usually shared between social media channels such as Facebook, Twitter and LinkedIn. Brands often use this type of content to build brand awareness before launching a marketing campaign later.
Guerrilla Marketing
It’s an approach that involves small, creative tests with limited resources and no budget. It’s about taking things that people have been trying to achieve for years and doing them in new and unexpected ways.
For example, when McDonald’s introduced the McRib sandwich in 1981, it was a huge success! The reason for its success was that it had never been done before, but also because it was something different, which meant people had never seen it before.
Guerilla Marketing works because it grabs attention. The more attention you attract, the more likely people will buy your product. It focuses on the power of word of mouth marketing and social media as a way to spread your brand message.
The key to Guerilla Marketing is to choose something no one else has done before.
For example, many businesses will use guerrilla marketing tactics to promote their business at trade shows and events. They can create a booth design that sets them apart from the crowd, or they can even give away free samples of their product to grab attention.
Another example could be using QR codes as part of your brand strategy. These codes are designed to be scanned with certain mobile devices such as smartphones or tablets and allow users to access additional information about your business or website. When promoting your brand or an event, these codes can help build awareness and generate interest in what you offer.
Weigh various options
A marketing channel is what we use to reach our customers, and it can be any medium, such as email, text, web advertisements or social media. The choices are endless when it comes to marketing channels and they can vary depending on your product/service and desired audience.
For instance:
- if your product is a B2B service like a software solution, you can use email marketing with your existing customers. Or maybe you want to increase sales by running ads on Facebook that offer discounts only to new customers.
- If you want to target male customers between the ages of 35 and 45, it may be better to use Facebook ads than email marketing.
Several factors go into choosing the right marketing channel for your campaign:
- Are there any regulations such as local GDPR compliance you need to follow when it comes to SMS marketing or voice messages?
- How does your product fit into the market? Are there any regulations to follow? What demographic group do you want to target? What are the cost-per-acquisition (CPA) rates for each channel? Do these costs outweigh the benefits of using each channel?
- Is there enough data about the people you’re trying to reach to be able to determine the best times of day or week to reach them through different channels? Do people prefer certain forms of communication over others, like TikTok for Gen Z and Pinterest (or Insta) for the over-30s?
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follow all the way
Tracking is how you choose the right strategy for your product. Measure success rates and adjustments or changes. Have KPIs and measure engagement, loyalty of the clienteleetc., to make an informed decision.
Tracking is how you know what works and what doesn’t. With tracking, you can see exactly where your traffic is coming from, if their buying habits have changed since the last time they visited your website, or if they are new customers who have never bought nothing before. This way you can modify your campaigns accordingly to work better in the future.
We hope we were able to help you better understand what your options are and which channel might be best for your business. You should now be able to move forward with confidence knowing that you have chosen the most appropriate channel to market your product.
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