What Marketing Channels Are Brands Prioritizing? - Astute Communications

Creating content is the most enjoyable and fulfilling part of content marketing, but distributing that content is equally important. You’ll waste valuable time and resources if no one ends up seeing your content. It’s essential to understand the different types of marketing channels and how you can leverage each of them to reach your marketing goals. Your audience should provide insight on which marketing channels to invest in, but brands should also understand each channel’s value. 

B2B vs. B2C Marketing

B2B stands for business-to-business. These businesses’ customers are other businesses, so their marketing focuses on the needs, interests, and challenges of the customers making purchases on behalf of their organization. One example of B2B is a marketing software company that sells various tools, such as content strategy, SEO, social media, and lead generation, to marketing departments. 

B2C stands for business-to-consumer. These businesses sell products and services directly to individual consumers rather than professional buyers, and B2C marketing focuses on those consumers’ everyday needs, interests, and challenges. One example of B2C is a music streaming service selling subscriptions to individuals. 

Although these two types of marketing differ, some companies might have both initiatives simultaneously. It’s essential to look at their marketing strategies because they primarily differ in their audiences and how they communicate with them. B2C marketing focuses on providing enjoyable content and quick solutions, while B2B focuses on building long-term relationships and proving their customers’ return on investment (ROI). 

B2B Marketing Channels 

Data shows that B2B marketers leverage social media, websites and blogs, and email marketing to reach their target audiences. LinkedIn is a primarily business-minded platform, which explains why social media is their top platform. Buyers are most likely to visit your website before making any purchasing decisions. Therefore, websites and blogs are a great way to share information related to B2B sales. 

With websites being a primary B2B marketing channel, SEO is essential to invest in. Using keywords related to your business will help draw customers to your website and increase your chances of appearing in SERP features. People primarily find new products and services through organic search, so SEO can significantly impact your B2B marketing strategy. 

Email marketing is a powerful channel for B2B marketers to share educational content with their customers. Newsletters are a critical piece of email marketing, with customers sharing that subscriber segmentation and personalized messaging are the most effective strategies.

B2C Marketing Channels 

Data shows that B2C marketers invest in the same marketing channels as B2B — just in a different order: social media, email marketing, and websites and blogs. Most B2C consumers are already present on social media, so many businesses leverage short-form video content and influencer marketing to reach their target audiences. 

Besides newsletters, businesses can use email marketing for other initiatives, including personalized communications, time-relevant product launches or sales, and cart abandonment reminders. However, it’s essential not to oversaturate. Consumers will unsubscribe if their inbox is flooded with too many marketing emails.

Websites and blogging is an excellent way to generate brand awareness, drive traffic, convert leads, and establish authority and credibility. If you create content with SEO top-of-mind, you’ll increase your chances of showing up in SERP features, helping meet your marketing needs.  B2C marketers will continue to invest in effective strategies such as websites and blogging while increasing their investments in social media. 

The Benefits of Omni-Channel Marketing 

Gone are the days of investing in just one marketing channel. Omni-channel marketing allows brands to stay competitive and avoid oversaturation. Content repurposing is an effective B2C omni-channel marketing strategy. Repurposing content across various marketing channels will enable brands to give their content a fresh perspective while saving time and money. 

Brands can leverage various growing marketing channels, including video marketing, influencer marketing, and podcast marketing. Different marketing channels provide multiple benefits. Your audience is likely diverse and spread out. Therefore, multi-channel marketing enables brands to find different ways to achieve their marketing goals. Creating numerous contact points allows your brand to nurture leads and increase conversions. 

The Takeaway

Understanding and leveraging various marketing channels based on your audience insights will help broaden your reach, driving your marketing efforts. Additionally, investing in multi-channel marketing will help you achieve your goals. Knowing your audience in-depth will help you determine the most valuable digital channels to them. By using the most effective marketing channels, you can provide them with a valuable experience that’s unique and personable — in turn, gaining credibility and growing your customer base.