When it comes to B2B marketing, one of the most common questions we hear from our clients is: “Which channels should we be using?”
It’s a valid question considering how many platforms are out there, we understand that it could be easy to feel overwhelmed. The truth is, there’s no one-size-fits-all approach, and choosing the right channels for your B2B business will depend completely on your goals, target market, budget, and the type of message you are trying to get across. So, how do you narrow it down? In this blog, we’ll discuss the approach we use with our clients everyday to help them choose the correct marketing channels to reach their audience.
Start with your audience
It might sound obvious, but it’s amazing how often businesses overlook this. The first and most important step is understanding who you’re trying to reach. Where do they spend time online? What kind of content are they engaging with? Are they actively looking for solutions like yours, or do they need to be educated first? Answering all of these questions will help you choose which platforms are right for you.
For example, if you’re looking to reach senior decision-makers, LinkedIn may be your best bet and will be more effective than Instagram or TikTok. On the other hand, if you want to speak to small business owners, then a multi-channel approach using Facebook, email marketing, and SEO might perform better.
Define your objectives
Now that you understand your audience and how they behave online, it’s time to think about what you want to achieve. Different marketing channels serve different purposes, so knowing your objectives will help you match the channel to the job.
For example, do you want to build brand awareness? Think content marketing on social media, SEO, podcasts, or paid social campaigns. Are you looking to generate leads? Look at LinkedIn ads. Do you want to retain customer loyalty? Personalised email marketing campaigns will be the way forward! Clarifying these objectives will help you determine what matters most to your business and which channels to prioritise.
What are your strengths?
What kind of content does your team do best? Your content strengths should influence your channel choices. If you can produce high-quality video content, then YouTube, Instagram reels or TikTok will work well. Consider blogs, LinkedIn articles and email newsletters if your team is comfortable writing long-form, engaging content. If your team are great at creating eye-catching visual graphics then Instagram posts, LinkedIn carousels or infographics will be your best friend. If you try to force a channel that doesn’t match up with your content strengths, then you’ll struggle to maintain quality and consistency.
Test and learn
Your perfect marketing channel strategy won’t be built in one day. It’s a process that must be continually revisited. Start with a few core channels based on your research and content strengths then track the performance closely. Which channels are driving traffic? Which ones are converting? Which ones are building awareness? Use this data to refine your strategy over time and don’t be afraid to drop what isn’t working and optimise what is.
Don’t overstretch
One of the biggest mistakes we see is companies trying to be everywhere at once. Spreading your resources too thin can lead to poor execution across the board. We always tell our clients that it’s better to do a few channels really well than post half-heartedly on every channel. The last thing you want is your content to feel rushed or generic. When you’re doing too much, it also becomes harder to properly track and analyse your content’s performance. This means you might miss the chance on prioritising what’s actually working.
Are you ready to figure out your channel strategy?
In order to choose the right marketing channels for your B2B businesses, you don’t have to jump on the latest trends or be everywhere at once. You must make intentional and informed decisions based on the needs of your business, your audience, and your team’s strengths. The most successful B2B brands don’t do more, they do what matters and they do it well.
We can help you cut through the noise and focus on what works. From target audience research to content planning and execution, we help our B2B clients of all sizes find channels that bring them results. If you’d like more information about our marketing services, then fill out the enquiry form below with your requirements and a member of our team will be happy to discuss this with you.