How to Choose the Right Marketing Channels for Your Business
Welcome to Week 2 of “Be Your Own Business” with Dr. Business. Today we’re diving into channel-brand alignment—a crucial step after you’ve defined what your business is about and who you’re selling to.
Why Channel Selection Matters
Once you’ve determined your business focus and target audience, you need to start communicating with potential customers. The right channels help you:
- Validate your assumptions about your product or service
- Develop effective sales and marketing pathways
- Build audience awareness of your offerings
- Convert prospects into paying customers
Remember, the whole point of being your own business is to make money while controlling your work life. When you work for yourself, you can set your own boundaries and work in ways that align with your strengths. That’s incredibly rewarding—it enables you to work how you work best.
Understanding the Four Channel Types
Before choosing your channels, it’s important to understand these four main categories:
1. Owned Channels
These are platforms where you control the relationship with your audience:
- Your website or app
- Email newsletters
- SMS messaging
- Customer databases/CRM systems
2. Earned Channels
This is when others talk about your business:
- Media coverage
- Being listed on competitor pages
- Reviews and testimonials
- Industry recognition
Some “earned” media can be strategically influenced through PR efforts. For example, during the NFT boom, my PR team pitched me as an expert to local networks in San Francisco, Oklahoma, and New Orleans.
3. Social Channels
These platforms help you build audience and engagement:
- LinkedIn (especially for B2B)
- Instagram (visual products and services)
- TikTok (short-form video content)
- Facebook (community building)
- Twitter/X (thought leadership)
- YouTube (educational content)
- Pinterest (visual discovery)
4. Paid Channels
These require financial investment:
- Social media advertising
- Google/Bing search ads
- Digital billboards
- Trade desk buys
- Retargeting campaigns
- Influencer partnerships
The Must-Have Channels for New Businesses
When you’re just starting out, focus on these four essential channel types:
1. Email Newsletter
This is one of your most valuable owned channels. Why? Because:
- You have direct communication with interested prospects
- You own this relationship and data
- It’s relatively inexpensive to maintain
- It demonstrates your expertise
Pro Tip: Share your expertise freely in newsletters. While it might seem counterintuitive to educate people on processes they could do themselves, most don’t have the capacity, time, or desire to DIY. By teaching, you establish yourself as a thought leader. When people eventually need professional help, they’ll remember who taught them.
2. Website or Landing Page
Every business needs a digital home base because:
- It establishes credibility
- You own your data (when properly set up)
- It provides a central hub for customer interactions
- It allows you to implement analytics
Even a simple one-page website from Wix or Squarespace with Google Analytics meets the minimum requirements. Just remember that these providers technically host your data, so consider exporting it regularly to truly maintain ownership.
3. Strategic Social Accounts
Choose 2-3 social platforms strategically based on your business type and communication strengths:
Your Business Type:
- B2B Services/SaaS: LinkedIn is crucial, potentially Reddit for niche cases
- Local B2C (like restaurants): Google Business Profile, Instagram, and either Facebook or TikTok with a focus on local discovery
- Consumer Products/Services: Platforms that best showcase your offerings visually
Your Personal Strengths:
- Strong writer? Consider Twitter/X, LinkedIn articles, or Bluesky
- Visual communicator? Instagram, Pinterest, or YouTube
- Comfortable on camera? TikTok, Instagram Reels, or YouTube Shorts
- Prefer longer discussions? YouTube, podcasts, or Vimeo
4. Targeted Paid Channels
While most new businesses should focus on organic growth first, having a strategic paid channel approach is essential for when you’re ready to scale:
- Start small with experiments to test messaging
- Focus on channels where you already have organic traction
- Set clear attribution and conversion tracking
- Establish specific ROI metrics before scaling investment
Your Business Type:
- B2B Services/SaaS: LinkedIn is crucial, potentially Reddit for niche cases
- Local B2C (like restaurants): Google Business Profile, Instagram, and either Facebook or TikTok with a focus on local discovery
- Consumer Products/Services: Platforms that best showcase your offerings visually
Your Personal Strengths:
- Strong writer? Consider Twitter/X, LinkedIn articles, or Bluesky
- Visual communicator? Instagram, Pinterest, or YouTube
- Comfortable on camera? TikTok, Instagram Reels, or YouTube Shorts
- Prefer longer discussions? YouTube, podcasts, or Vimeo
How to Choose Your Channels
Ask yourself these key questions:
Where do your target customers hang out?
- B2B decision-makers are often on LinkedIn
- Local consumers use Google search and visual platforms
- Different demographics prefer different platforms
Where do you already have a presence?
- Leverage existing channels where you’re comfortable
- Consider both visibility and your enjoyment of the platform
What’s your natural communication style?
- Written: Twitter, LinkedIn, Bluesky
- Visual: Instagram, Pinterest
- Video: TikTok, YouTube
- Design-focused? Consider Pinterest for inspiration and visibility
Remember that your personal brand will platform your business brand, especially in the beginning. Start with your personal social accounts and gradually evolve them to represent your business.
Why Not to Start with Paid Channels
Most new businesses shouldn’t immediately invest in paid media because:
- It’s better to develop your audience organically first
- Building your contact list is a more valuable long-term asset
- You’ll get better ROI on paid media once people recognize your brand
- Your messaging needs refinement before amplification
Final Thoughts
The key to successful channel selection is authenticity and strategic focus. Don’t spread yourself too thin across too many platforms. Instead, choose channels that:
- Align with your business type and goals
- Match your natural communication strengths
- Reach your specific target audience effectively
Stay tuned for next week when we’ll dive deeper into quickly setting up a website to build your social presence and take ownership of your audience.
This article is part of the BYOB (Be Your Own Business) series. Like, subscribe, and follow for more entrepreneurial insights.
