The Art of Choosing — the Right Marketing Channel

Identifying the right marketing channel will keep you focused

It’s easy to get overwhelmed by the number of marketing channels out there. With so many ways to reach your audience and so many different kinds of content to create, it’s hard to know where to start.

But don’t worry! We’ve got you covered. In this post, We’ll show you how to choose the right marketing channel for your business.

The right marketing channel can mean success; the wrong one can doom your business. Identifying the right marketing channel will keep you focused on what matters most—creating great content that resonates with your audience, building trust with them, and driving sales.

So many options…How do I know which one is right?

It’s a question we hear all the time. And it’s a fair one: With so many channels available, how do you know what to use?

The answer is simple: Start by asking yourself three questions.

Who is your customer? Where can you find them? What’s the right marketing channel to reach them?

If you can answer those three questions, then you’re on your way to choosing the right marketing channel for your business.

Who is your customer? 

When you’re trying to identify your target customers, it can be tempting to think of them in broad strokes. But if you want to get the most out of your marketing efforts, you need to think about your customers on a more granular level.

When thinking about your customer base, consider their gender, age, occupation, geographic location, marital status and children, spending habits and other noteworthy psychographics. The more specific you can be about these details, the better chance you’ll have at identifying the right marketing channels for your business.

The success story of  Sapiens Superfoods, a lifestyle fitness Nourishment brand, was built on the accurate target customer analysis. The brand owner sat down with us, and pictured a typical customer. “ Lily, a 35-years-old working professional, has a 5-year-old boy, living in the first tier city of China. She has a busy life juggling between family and work. She enjoys shopping online and has steady income. She has fitness goals but does not have time for them.” 

Where can you find your customer? 

Now that we have a target consumer in mind, we need to figure out where they hang out.

Conducting market research is an important part of the process. It can help you understand what your audience wants, needs and desires.The more information you have about your audience, the easier it will be to create content that resonates with them.

For Sapiens, during the focus group research, we found that social media channels, e.g. Little Red Book, Weibo, Douyin, are where the target audiences gather information, and get influenced by KOL’s brands & products recommendations. Also they are also influenced by friends’ recommendations. Hence, a private traffic pool is also very important. 

What’s the right marketing channel to reach them?

It’s no brainer now, thinking that it’s about the time to jump on the above-mentioned channels. 

But, it’s not as simple as announcing your existence. After identifying the right marketing channel, you must then figure out your objective.

In the case of Sapiens, when promoting on Douyin, they could choose whether this short video is to attract followers or you want a high sales conversation. Or they could encourage the audience to claim coupons to stay tuned to their live-streaming. 

And when the product came to the market, this group of target audience became Sapiens royal returning customers. 

In Conclusion

As you can see, marketing is a complex process. It involves understanding your audience, discovering their needs and wants, and crafting a message that is relevant to them.

You’ll also need to figure out where to reach them. The most important thing is to choose the right marketing channel for your business.

Once you have done this, you can start working on implementing your marketing plan. This will involve creating content that appeals to each of your target audiences, as well as finding ways to distribute it across the channels you have chosen.

Talk to us now. There will always be a solution for you!