Marketing your business online. Part 2: Choosing the right channels

This is the second instalment of our “Marketing your business online” guide where we hope to help you to get to know which channel you should use to promote your business online.

In the previous instalment, we gave you a very short introduction to each of the channels you can use to market your business online and left you with a question…

How do I know which method is best for my business?

Unfortunately there is only one answer to that question and it is a ¬†short one…. nobody knows! The only way is to find out is through careful research, testing and measurement.

Before we actually go ahead and launch a campaign to promote your business, we have to consider a number of factors to rule out any methods that obviously won’t work for your business:

  • your customer demographics such as: location, age, employment status and so on.
  • is your brand identifiable and is it well known off-line?
  • does your ideal client know that your services or products exist?

Once we take these factors into consideration, you will immediately be able to rule out certain channels. For example if your key demographic are children between the ages of four and eight then you know that Social Media might not be the ideal channel for your business. However if you were targeting twenty-something smartphone owners, then Social Media might be the way to go.

You have to measure for success!

The only real way to find out which channel(s) you need to focus on to promote your business is to test and measure each channel. You can do this relatively inexpensively, but the key here is to measure your returns relative to what you invest in the process. We will discuss this in a little more detail, later in this series.

That is it for part two of our guide to “Marketing your business online”. In our next instalment, we will discuss the basics of SEO for your website.