8 Top Marketing Channels for Your Retail Business

8 Top Marketing Channels for Your Retail Business

May 27, 2022 Off By Koehler Home Decor

Are you trying to reach your customers in all the right places? Read on to find out.

You know that your retail business needs effective marketing to thrive – and survive – but as there are an increasing number of marketing channels available, how do you know which are the best choices for your business to focus on, especially if your marketing budget is limited?

Before making those decisions it helps to understand more about each of the most effective marketing channels available to retail businesses today and what each one has to offer, which is something we are going to do here.

Marketing Channel Definition

A marketing channel is a place where your business can attract new customers. Channels are divided into two categories:

Paid channels are places where you pay to display adverts to potential clients.

Organic channels, such as email or social media, are areas where you can develop and share content without having to pay to get it seen.

Your marketing channel mix contributes to the overall marketing strategy for your company. The majority of channels are digital marketing channels, meaning they target consumers who are online. Other channels try to reach out to people in person, whether it’s through live events or direct mail.

Your company makes money from both new and repeat consumers. So, when it comes to channel selection, the question behind the question is, “Where am I getting my new customers from?”

Market research, a “Where did you learn about us” questionnaire, or directly interacting with prospective consumers can all help you figure out which marketing channels to prioritize. Returning customers, on the other hand, are a more well-known entity, and you can examine the marketing tactics that brought them back over time.

Here are some examples of different types of marketing channels that an e-commerce business can make use of.

Email Marketing

Email marketing is the use of email to communicate with customers. You can send a one-time email to alert them to a promotion or offer, a full-fledged email campaign, or a series of emails centered on a single topic. That may be when they sign up for your email list for the first time or when you’re promoting a new product launch.

You’ll need to establish an email list before you can send emails to prospective customers of course. Many retail businesses provide a one-time discount to encourage people to sign up for their email list with great success. And suggesting that first-time customers sign up for a newsletter of some sort works well too.

Direct Mail

One thought of as an outdated form of marketing in the digital age direct mail – especially catalogs – is making a comeback as an effective marketing channel. According to research from the Harvard Business Review response rates to catalog marketing increased by 170% from 2004 to 2018 and Millennials are a demographic that particularly reacts well to catalogs received in the mail.

Paid Advertising

Paying for ads to appear in search engine results or on social media platforms like Instagram, Facebook, or TikTok can help you grow your business by driving traffic to your website. Paid ads, often known as display ads, have their own set of concerns though. Paid advertising prices have risen dramatically in recent years, and you’ll be forced to pay to play again and again.

While sponsored ads may be effective for your company, they are not as consistent at attracting new business as organic traffic, which grows steadily over time. Consider using paid content on occasion to give a new business a lift or to quickly introduce a new product line.

Social Media Marketing

Social media marketing is the process of posting content to various social media sites such as TikTok, Instagram, and Facebook. Because you’re not paying for views, sharing content on your own social media networks is a type of organic marketing, unlike display or paid advertising.

Social media marketing can help you locate, engage with, and establish relationships with the people who will buy your products and promote your brand. Establishing a social media presence can help you create a following, work with influencers to broaden your reach through influencer marketing, and sell products straight from the site.

SMS Marketing

When brands send direct text messages to repeat or new customers, this is known as SMS marketing. Because of how personal this marketing channel is, it frequently requires a sign-up bonus to be attached for new users to opt in to receive texts. But it is SMS’s direct and immediate nature that makes it so powerful. The trick is to only communicate with your audience when you have something significant to say.

Content Marketing

Although content marketing can relate to a variety of marketing channels, it most commonly refers to the creation of organic (non-paid) content on your own channels. These outlets include your blog, social media platforms, email, and, if you have one, your YouTube channel and podcast.

Content marketing can help develop trust with your audience and fill in any gaps or concerns they have about your products, in addition to driving traffic to your website through search results or popular social posts.

Content marketing is also an excellent way to build your brand and establish your business as an expert in its field. And the SEO benefits of content marketing are very significant too, as long as the material you post is engaging, relevant, and well produced.

Search Engine Optimization

The process of getting a webpage, such as a blog post, to appear in search results on a search engine like Google is known as SEO. The higher a page ranks in search results, the more visitors it will attract.

If you have a product that truly solves a problem for which people are likely searching online, search marketing and SEO are a natural fit.

Because of the intent behind the visit, SEO as a marketing channel provides a more consistent revenue stream. A person scrolling through Instagram, for example, might come across a paid ad in their feed and be vaguely interested. However, someone actively looking for something like “antique style candle holder for sale” is looking to buy something.

Event Marketing

Even if you plan to sell primarily online, getting your product in front of people in person, whether at a local farmers market, flea market, craft fair, trade show, or another type of event, can help your business flourish. You can get immediate feedback, have a better understanding of what marketing messaging works, and learn more about your target demographic.

Attending events can be beneficial at any stage of your retail business’s life, but many people find it especially beneficial when launching a new brand or product line.

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