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Most popular marketing channels for businesses
Aleksei Puhachov
by Aleksei Puhachov
Most popular marketing channels for businesses

An In-depth Analysis of the Leading Marketing Channels: Exploring the Most Popular and Effective Platforms for Business Promotion and Outreach


For startups and small businesses, finding the right marketing channels to help them reach their target audience can be a daunting task. 


With so many digital marketing strategies available, it can be difficult to decide which ones might work best for your business. To make this process easier for you, we’re outlining some of the most popular and effective channels used by successful businesses all over the world today. 


From search engine optimization (SEO) to pay-per-click advertising (PPC), there are countless methods you can use in order to ensure that your business is getting the attention it deserves from potential customers!



8 main channels for promoting products online include:


1. Search Engine Marketing (SEM): This includes paid search advertising, also known as pay-per-click (PPC) advertising, which involves placing ads on search engine results pages (SERPs) using Google Ads or Bing Ads.


2. Search Engine Optimization (SEO): This involves optimizing your website content and structure to improve your website's ranking on search engines, such as Google or Bing, and drive organic traffic to your website.


3. Social Media Marketing (SMM): This includes creating and sharing content on social media platforms, such as Facebook, Instagram, Twitter, LinkedIn, and YouTube, to increase brand awareness and engage with your target audience.


4. Email Marketing: This involves sending promotional emails to a list of subscribers who have opted in to receive your emails. Email marketing can help you build relationships with your customers and drive traffic to your website.


5. Influencer Marketing: This involves partnering with influencers who have a large following on social media platforms to promote your products or services to their audience.


6. Affiliate Marketing: This involves partnering with affiliates who promote your products or services on their website or blog in exchange for a commission on any resulting sales.


7. Content Marketing: This involves creating valuable and informative content, such as blog posts, videos, infographics, and e-books, to attract and engage your target audience and drive traffic to your website.


8. Display Advertising: This involves placing ads, such as banners or video ads, on websites, apps, and social media platforms to reach your target audience and promote your products or services.


Don't get hung up on just one marketing channel, as you are unlikely to be able to reach your entire target audience.


Also, do not try to use all directions at once. With this approach, you will not be able to pay due attention and ensure the necessary quality of interaction with each channel separately.


After studying the behavior of your target audience and the specifics of each marketing channel, the best solution would be to choose 2-3 options. Periodically, you can test and try other channels, thereby creating a balance that brings constant traffic.



 #1. Search Engine Marketing (SEM)


Search Engine Marketing (SEM) is a digital marketing strategy that involves promoting websites by increasing their visibility in search engine results pages (SERPs) through paid advertising. The ultimate goal of SEM is to increase website traffic, leads, and ultimately sales.


One of the main advantages of SEM is that it allows marketers to reach potential customers who are actively searching for products or services related to their business. The use of targeted keywords and demographic filtering can ensure that the ads only reach relevant people at the right time.


Google Ads (formerly known as Google AdWords) is the largest and most popular platform for SEM. Google Ads works on a pay-per-click (PPC) model, where advertisers only pay when a user clicks on their ad. The platform offers several different advertising options, including text ads, display ads, shopping ads, and video ads.


One of the key metrics used to measure the success of SEM campaigns is the click-through rate (CTR), which is calculated as the number of clicks on an ad divided by the number of impressions (times the ad was shown). A higher CTR generally indicates that the ad is relevant and engaging to the target audience.


Another important metric is the cost per click (CPC), which refers to the amount an advertiser pays for each click on their ad. Advertisers can set a maximum bid for their keywords and Google's algorithm will determine the final CPC based on competition and relevancy.


SEM can be a highly effective marketing channel, but it requires ongoing optimization and monitoring to ensure success. By using relevant keywords, creating compelling ad copy, and testing different targeting options, businesses can drive more qualified traffic to their website and improve their overall digital marketing ROI.



#2. Search Engine Optimization (SEO)


Search Engine Optimization (SEO) plays a critical role in enhancing the visibility and ranking of a website on search engine results pages (SERPs). It is the process of optimizing a website's content and structure to improve its organic search engine rankings. Various techniques can be used to improve SEO, including keyword research, optimizing meta tags and descriptions, improving website loading speed, improving user experience, and building quality backlinks.


Keyword research is one of the most important aspects of SEO. It involves identifying the keywords and phrases that potential customers are using to find solutions to their problems. Once identified, these keywords should be strategically placed in the website's content, meta descriptions, and title tags. Effective use of keywords is crucial for ranking highly in search engine results pages (SERPs).


Website speed is also an essential factor in SEO. A slow-loading website can negatively impact its ranking on SERPs since search engines prioritize fast-loading websites. Poor user experience due to slow-loading pages can lead to high bounce rates and low engagement levels.


Another crucial factor in SEO is backlinks. Backlinks are links from other websites that point to your website. Search engines interpret these links as a sign of trust and authority, which can lead to higher rankings in SERPs. However, it's important to note that not all backlinks are created equal. Quality backlinks from reputable sources are more valuable than low-quality backlinks from spammy websites.


In summary, effective SEO requires a combination of various techniques that work together to improve a website's ranking on SERPs. Keyword research, website loading speed, user experience, and building quality backlinks are all critical components of a successful SEO strategy. By implementing these techniques, businesses can increase their visibility and attract more traffic to their website, ultimately leading to better conversions and increased revenue.



#3. Social Media Marketing (SMM)


Social Media Marketing (SMM) has been a game-changer in the world of digital marketing. It encompasses a range of activities that aim to promote a brand, product, or service on various social media platforms. The major players in SMM are Facebook, Instagram, Twitter, LinkedIn, YouTube, and Snapchat. The purpose of SMM is to create awareness, increase engagement, drive traffic, and ultimately generate conversions.


A key metric in SMM is the engagement rate, which is the ratio of likes, comments, and shares to the number of followers. This metric indicates the level of interaction between the audience and the content posted on social media. The higher the engagement rate, the more likely that the audience is interested in the content.


Another important metric in SMM is the reach, which represents the number of people who have seen a particular post. Reach can be organic or paid, depending on whether the post was boosted or not. The higher the reach, the more exposure a brand or product gets.


Conversion rate is also an important metric in SMM. It indicates the percentage of people who have taken a desired action, such as making a purchase, filling out a form, or signing up for a newsletter, after clicking on a social media ad or post. A high conversion rate means that the SMM strategy is effective in driving sales or leads.


In conclusion, SMM is an indispensable tool in digital marketing, offering brands and businesses an opportunity to reach a wider audience and connect with their customers on a personal level. The metrics used in SMM help businesses to measure the success of their social media campaigns and make data-driven decisions to improve their future strategies.



#4. Email Marketing


Email marketing has become an indispensable part of the digital marketing toolkit for businesses of all sizes. As such, understanding and utilizing email campaign performance indicators is crucial for gauging the success of an email marketing campaign.


One important metric to consider is the open rate, which tells you the percentage of recipients who opened your email. Typically, a good open rate for email marketing campaigns is around 20-30%. However, this figure can vary depending on the industry, target audience, and type of email being sent. For example, promotional emails often have lower open rates than transactional emails.


Click-through rate (CTR) is another key metric to monitor in regards to email campaign performance. This measures the proportion of recipients who clicked on a link within your email. A high click-through rate often indicates strong engagement and interest in your content. A good CTR for email marketing campaigns is around 2-3%.


Conversion rate is also an essential metric for email marketing campaigns. This refers to the percentage of recipients who took a desired action (e.g., making a purchase, filling out a form) after receiving your email. A high conversion rate is typically the ultimate goal of any email marketing campaign, indicating that your message resonated with your audience and prompted them to take action.


It is also important to pay attention to metrics such as bounce rate and unsubscribe rate. A high bounce rate suggests issues with email deliverability, while a high unsubscribe rate may indicate that your content is not resonating with your audience or that you are emailing them too frequently.


In summary, understanding and decoding email campaign performance indicators is essential for optimizing email marketing campaigns and achieving optimal results. By paying close attention to these metrics, businesses can gain valuable insights into the success of their email marketing efforts and make necessary adjustments to improve future campaigns.



#5. Influencer Marketing


In addition to analyzing email campaign performance indicators, it is also important to consider the impact of influencer marketing. Influencer marketing has gained significant traction in recent years, with brands leveraging the power of social media influencers to reach their target audience.


According to a report by, influencer marketing is estimated to be worth $13.8 billion in 2021. This highlights the growing importance of influencer marketing in the marketing mix. The report also highlighted that Instagram is the most popular platform for influencer marketing, with over 90% of brands using Instagram for influencer collaborations.


The effectiveness of influencer marketing can be measured through various metrics. Reach and engagement rate are two primary metrics used to measure the impact of influencer marketing campaigns. Reach refers to the number of people who have viewed the influencer’s content, while engagement rate refers to the percentage of followers who interact with the content (i.e., likes, comments, shares).


In addition to reach and engagement rate, ROI (return on investment) is another important metric to consider when measuring the effectiveness of influencer marketing. Various studies have shown that influencer marketing offers a high ROI, with an average of $5.78 earned for every $1 spent on influencer marketing.


Furthermore, influencer marketing also helps to build brand awareness, increase brand credibility, and generate user-generated content (UGC). UGC is any content created by consumers about a brand, product, or service. UGC generated through influencer collaborations can be used to fuel brand’s social media profiles and website, increasing brand presence and authenticity.


In conclusion, influencer marketing is a highly effective marketing strategy that should not be overlooked. By leveraging the power of social media influencers, brands can reach their target audience, increase brand awareness, and generate authentic UGC. Measuring the impact of influencer marketing campaigns through reach, engagement rate, and ROI can provide insights into the effectiveness of these campaigns.



#6. Affiliate Marketing


Affiliate marketing is quickly becoming a valuable tool for email campaign performance. This type of marketing involves partnering with other businesses and individuals who will promote your products or services for a commission. The beauty of affiliate marketing is that it enables businesses to gain access to a wider audience through the efforts of someone else. Emails sent out to affiliates are a great way to spread the word about your business, drive traffic to your website, and increase sales.


One of the key metrics for affiliate marketing email campaigns is the click-through rate (CTR). This metric measures the percentage of recipients who click on a link in your email to visit your website. A higher CTR means that your email has effectively captured the recipient's attention and led them to take action. A low CTR, on the other hand, means that your email may not be resonating with the audience, and adjustments need to be made.


The conversion rate is another critical metric for affiliate marketing email campaigns. This metric measures the percentage of recipients who complete a desired action, such as making a purchase on your website. A high conversion rate means that your email is not only driving traffic to your site, but it is also encouraging recipients to take action.


It is also essential to track the revenue generated from affiliate marketing campaigns. This metric measures the amount of money earned from sales resulting from the email campaigns. Tracking this figure allows businesses to determine the profitability of their affiliate marketing efforts and adjust their strategy accordingly.


In summary, affiliate marketing is an effective email campaign strategy that can increase website traffic and revenue. Tracking metrics such as CTR, conversion rate, and revenue generated can help businesses evaluate the effectiveness of their email campaigns and optimize them for better results.



#7. Content Marketing


Few marketing strategies are as effective as email campaigns, and modern businesses are investing more and more in email marketing. However, in order to maximize the returns on email campaigns, marketers need to pay close attention to performance indicators, or metrics. This is where the concept of content marketing comes into play.


Content marketing is a marketing technique that involves creating and sharing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. This method is highly effective in email campaigns as well, as it ensures that the email content is highly valuable and engages with the target audience.


With content marketing, email campaigns can deliver better ROI which makes it an essential ingredient of a successful email marketing campaign. To make this a reality, it is important to identify and optimize the right email campaign metrics.


Email open rates, click-through rates, and unsubscribes are important performance indicators to consider when analyzing email campaigns. Open rates indicate the percentage of recipients who opened the email, click-through rates reveal the number of clicks on links within the email, and unsubscribes represent the number of individuals who have opted out of future email communication.


By paying attention to these metrics and subsequent data analyses, marketers can adjust their email campaign strategies as necessary, to improve the results and ultimately grow their business.


In conclusion, a well-crafted email campaign with effective and valuable content, coupled with careful attention to performance indicators, can lead to a more successful email marketing campaign and ultimately, a more successful business. Therefore, business owners and marketers need to prioritize content marketing in their email campaigns to achieve the desired outcomes.



#8. Display Advertising


Display advertising is a form of online advertising that uses visuals, such as images and videos, to promote a product or service. These ads are commonly placed on third-party websites or social media platforms, and are designed to capture a user's attention and encourage them to click through to the advertiser's website.


One of the key advantages of display advertising is its ability to target specific audiences based on demographic, geographic, and behavioral data. Advertisers can use this data to create highly customized campaigns that are tailored to their target audience's interests and preferences.


Another important metric for display advertising is click-through rate (CTR). This measures the percentage of users who clicked through to the advertiser's website after seeing or interacting with the ad. A high CTR indicates that the ad is engaging and relevant to the audience, while a low CTR may indicate that the ad is not resonating with the target audience.


Other metrics used to measure the effectiveness of display advertising include ad viewability, which measures how visible the ad is on the user's screen, and conversion rate, which measures the percentage of users who take a specific action after interacting with the ad, such as making a purchase or filling out a form.


Overall, display advertising can be a highly effective way to reach and engage with target audiences, particularly when used in conjunction with other marketing channels and tactics. By leveraging data and analytics to optimize campaigns and track key performance metrics, advertisers can continually improve their display advertising efforts and drive greater returns on investment.



The most unusual marketing channels for business



The most unusual marketing channels for business depend on the industry, target audience, and unique marketing strategy of the business. Here are some examples of unusual marketing channels that businesses have used to promote their products or services:


✔ Graffiti Marketing: This involves creating murals or graffiti art in public spaces to promote a brand or product. Companies like Nike and Red Bull have used graffiti marketing to create unique and eye-catching advertising.


✔ Product Placement: This involves placing products in movies or TV shows to promote them to a wide audience. For example, Reese's Pieces candy saw a significant increase in sales after they were featured in the movie E.T.


✔ Guerilla Marketing: This involves creating unconventional and unexpected marketing campaigns that grab people's attention. Examples of guerilla marketing include flash mobs, street performers, or interactive installations.


✔ Virtual Reality: This involves creating virtual reality experiences to promote products or services. For example, Marriott Hotels created a virtual reality experience that allowed potential customers to take a virtual tour of their hotels.


✔ Subscription Boxes: This involves sending monthly boxes of curated products to customers who have subscribed to the service. Companies like Birchbox and Dollar Shave Club have used subscription boxes to build customer loyalty and generate recurring revenue.


✔ Experiential Marketing: This involves creating immersive experiences for customers to engage with a brand or product. For example, Nike's "House of Innovation" store in New York City allows customers to try on shoes and clothing in a virtual reality environment.


✔ Podcast Advertising: This involves advertising on popular podcasts that are relevant to a business's target audience. Podcast advertising can be an effective way to reach niche audiences and build brand awareness.


✔ Branded Entertainment: This involves creating original content, such as TV shows, movies, or web series, that promote a brand or product. For example, BMW created a series of short films featuring their cars and famous directors, such as Ridley Scott and Guy Ritchie.



🔹 In conclusion, all businesses have different marketing needs. What works for one may not necessarily work for another. Social media, email campaigns and website design are some of the most popular marketing channels available to business owners today.


Depending on the unique needs of a business, one or more of these channels can help to successfully boost engagement and reach broader audiences. However, it is important to approach marketing strategically and test situational alternatives to ensure maximum engagement from customers.


Investing in marketing strategies is essential for any business looking to find success and remain competitive in the current climate.