Choosing the Right Channels for your Business

By April 8, 2019Marketing

How do you choose which channels to use when advertising your business?

Promoting your brand across multiple channels increases your overall reach by connecting you with various target audiences at different times. It ensures your message is received and recalled by your target audience, increases your brand loyalty and recognition and allows you to portray a consistent brand image/personality to your audiences.  But how do you decide which channels are the right ones for your business?

Social Media

Social media is a great networking tool for business and offers a wide reach. Popular social media networks include: Facebook, Instagram, Snapchat, Twitter, and LinkedIn. The social media channel that is best for you depends on both your objectives and your target market.  Talk to us about determining the right strategy and networks for your business

Advantages of social media

  • Huge reach – both nationally and internationally
  • Low-cost
  • Effective (when done properly)
  • Encourages two-way communication
  • Provides valuable analytical insights into your posts and advertising
  • Highly targeted advertising available
  • Allows users to share your content, spreading your message among their followers.

Difficulties of social media

  • Can be time-consuming, especially when monitoring accounts over multiple platforms
  • You need to have a lot of content prepared
  • Algorithms work against businesses, with organic (non paid) content not having the same reach it once did
  • Users have the freedom to post whatever they like, which means your brand may be subject to negative feedback.
  • Once your content is published, users can share and keep it on the internet for everyone to see, even if you have deleted the original post.

Digital Advertising

Digital advertising are ads marketed through digital technologies. This can include search engine optimisation (SEO), banner ads, social media ads, videos, google ads, email and mobile marketing, and more.

Advantages of digital marketing

  • Cost-effective
  • Can reach a large and targeted audience (e.g. multiple demographics around the world)
  • Can be produced, distributed, and edited very quickly
  • You can use tools such as Google Analytics to gauge users reactions to your ads and to determine areas for improvement.

Difficulties of digital marketing

  • Can be time-consuming
  • Display ads (graphics) can be expensive to produce
  • You can’t control how people will respond to the ad and/or always know exactly where it is placed
  • Your message may get lost among the overload of information (including other ads) that users are subjected to
  • Requires some level of skill to produce effective ads (e.g. graphic design).

Outdoor Media

Outdoor media refers to advertising on billboards, outdoor screens, bench ads and bus stops, buses etc.

Advantages of outdoor media

  • High visibility – can be placed in a location where it is likely to be seen by many people
  • Cost-effective
  • High levels of exposure
  • Creative visuals create immediate impact and engage viewers
  • High levels of trust
  • Strong recall

Difficulties of outdoor media

  • People are often passing by these advertisements which means they have a shorter time-frame to absorb information so ad’s must be expertly designed (e.g. ads might be on a moving bus, or too far away to read all information provided if the ad is not designed right)
  • Can be harder to measure success of outdoor advertising (however measures are improving all the time).
  • Popular sites and bus routes are very sought after so can be hard to get

Public Relations

Public relations experts build credibility and enhance your organisation’s reputation. This is enacted through a mixture of traditional and digital media as well as in-person. It may include engaging with influencers, community engagement, media releases, public presentations/announcements, newsletters, social media, and more.

Advantages of public relations

  • Creates a good reputation for your organisation, establishing trust and credibility
  • Allows you to communicate directly with your target audience helping you to build a sustainable relationship with them
  • Useful for crisis management
  • Can be used to restore faith in an organisation after receiving bad publicity
  • A good story can be spread by multiple media outlets increasing your reach

Difficulties of public relations

  • Time-consuming: it takes time to build a reputation and time to plan how you want to communicate with your audience
  • No guarantee your communication efforts will succeed
  • Cannot control how the media will portray your message or how your audience will interpret it

Print Media

Print media includes newspapers, magazines, brochures, directories, and more.

Advantages of print media

  • Images can enhance brand image/promotion
  • Specific targeted audiences
  • Cheap to produce
  • People consume print media to gain information about new brands
  • Loyal audiences who trust print advertising.

Difficulties of print media

  • Limited audience as people increasingly adopt digital technologies
  • You don’t always get your ad placed where you want it to be placed in a publication (without additional cost)
  • Can be expensive to publish depending on the publication (e.g. magazines)
  • Print media is easily discarded, usually read once and thrown away
  • Can take longer for your message to reach your audience depending how frequently it is published (e.g. weekly, monthly, etc)
  • Hard to measure

Radio

Advantages of radio

  • Ads are highly repetitive increasing the likelihood your message will resonate with listeners
  • Allows you to tell a story
  • Wide reach and specific audience targeting
  • Offers peak listening times for larger audiences
  • Ads are quick and easy to produce

Difficulties of radio

  • Listeners can tune out or switch radio stations when ads play
  • Expensive, (depending on time of day your ads are scheduled). Peak listening times are when most businesses want to advertise, therefore these time slots are competitive
  • Short time slots, usually less than 30 seconds.
  • Need to play your ad repetitively to make an impact

TV

Advantages of TV

  • Reaches a larger audience than print or radio advertising (e.g. nationwide)
  • Draws your viewers in using images and sound
  • Allows you creative freedom which can help build brand personality and help viewers create an emotional connection with your brand
  • Makes a lasting impact on viewers in a short timeframe
  • Allows you to target audiences at specific times

Difficulties of TV

  • Very Costly
  • Viewers can tune out or switch channels when ads come on. Some TV providers also allow viewers to completely skip ads
  • Cannot guarantee you will reach your target audience
  • Can take a lot of time and resources to produce

Cinema

Advantages of cinema

  • Offers full engagement to captive audiences
  • Escapes the clutter of competing messages (audience only have one ad to focus on unlike the overload of information they are subjected to on social media)
  • Full immersion in ad – surround sound, huge screen, pitch black room
  • Can target a localised audience
  • Cost effective

Difficulties of cinema

  • Requires some production expertise to produce ads.

Influencer marketing

This refers to promoting your brand through social media and web influencers (people who have large organic followings) with sponsored content.

Advantages of Influence Marketing

  • People trust influencers, therefore giving your brand credibility and authenticity
  • Allows you to create meaningful, prosperous partnerships with influencers
  • Allows you to reach an audience which is becoming increasingly harder to reach (because of ad-blockers)
  • Allows you to target niche categories
  • Encourages the promotion of your brand through word-of-mouth

Difficulties of Influence Marketing

  • The influencer’s audience is not necessarily your audience, you may not be reaching as many people as you would like, or the right people
  • Working with an influencer can consume a lot of resources e.g. writing contracts, developing marketing strategies, etc
  • Can become costly depending on your influencer and how often they promote you
  • Followers may unfollow influencers if they post too much sponsored content
  • Sponsored content can come across as inauthentic

Experiential Marketing

This refers to marketing which evokes your audience’s emotions and stimulates their senses by providing them with a personalised brand experience, e.g. retail ambience or free tastings of a food/beverage.

Advantages of experiential marketing

  • Helps your audience create memorable and emotional connections with your brand
  • Can increase customer-satisfaction
  • A positive experience increases brand loyalty, brand awareness, and reach
  • Allows people to interact with your brand (e.g. free tastings, free trials, etc) which can increase the likelihood they purchase what you are offering
  • Encourages people to promote your brand via word-of-mouth

Difficulties of experiential marketing

  • If you do not know your customers well enough you may struggle to create personalised experiences
  • Time consuming
  • Often expensive for a short term or one off event

If you’d like advice on the right channels and strategy for your business talk to us at SeeMe Media.  We’re here to help.