The traditional barriers to doing business are no longer there today.
Brands can easily reach their audiences worldwide through the digital screens of laptops, tablets, and mobile devices.
However, the more digital spaces/ platforms you are on are not directly proportional to more visibility from your audience. Every channel will not align with your brand either.
It is, therefore, important to first understand how your brand should present itself and interact with its audience and then choose the right channel mix that aligns with your goals.
In this blog, I’ll discuss the channels that make sense for every brand and are a must-have, regardless of business type.
The next part of this blog will cover the common marketing strategies you can use on these channels.
6 Media Channels for Every Business [Be it B2B, B2C, or D2C]
- Website
A website is often referred to as a brand’s “digital store,” but in my opinion, it’s more than that.
Like a physical store, a website allows you to show all your products and services and create an unforgettable experience — while letting you offer something extra.
You can use a website to create a content funnel that covers all stages of the customer journey to nurture, guide, and convert your audience.
A B2C or D2C brand’s website can build an e-commerce site to sell its products through Shopify, whereas a B2B brand’s website should share content to educate and guide the visitors.
For example, you’re a D2C beauty brand.
You could write blogs to share your expertise on how to build a daily skincare routine or the things to avoid doing on a dry scalp, etc.
This will instill in your audience a belief that you genuinely understand and can solve their needs, making them likely to try your brand once.
Just like you’d like your store to appear welcoming so that your customers return, your website should do the same through clear UX/UI and navigations, smooth transitions, and quick conversions.
- Thought-leadership & PR Content
While the blogs you share on the website are an excellent way to highlight your expertise, you can’t patiently wait for visitors to come to it and discover your content.
You should meet them on platforms they already use to find solutions—blogs, podcasts, discussion forums, or social media. You can also visit platforms deemed important authority in your niche—websites, directories, or publications.
For example, you sell content management systems (CMS) to businesses.
You can write opinions, share tips on forums like Reddit or Quora, collaborate with industry leaders on social media or podcasts, contribute quotes on articles by other authors, and publish blogs on niche-specific websites and popular ones like Medium.
The goal is to get the user to your website. If someone reads your blog on another site, prompt them to take action by offering a free ebook, consultation, or discount.
3. Social Media
Many argue that businesses should solely focus on search engines since customers who open the search bar are looking to solve a problem or buy a product promptly.
However, customer journeys today are far more complex and begin long before the intent to buy.
Let’s say I love wearing kurtis to work, but I have no idea how to style them.
It’s not a dire problem, but what if I come across a local boutique’s Instagram or Pinterest page with styling tips—like wearing black pants with short kurtas or silver earrings with a chikankari kurta?
I will follow them. When I want to shop for more kurtas, I prefer that boutique as they’ve engaged me early in my journey. That’s how it works!
Not only sharing tips and hacks, social media can be a window to your brand’s personality.
You can use it to narrate stories, build community, and foster connections to give your brand a human touch.
After all, brands – like people– thrive by being social.
Now, the social media platforms businesses use differ.
While a B2B might focus on content-specific channels like LinkedIn or YouTube, a B2C and D2C might look for more visual-focused channels like Instagram, Pinterest, or Snapchat.
Once you’ve established a social connection, it’s time to keep your users engaged with flyers – I mean, newsletters.
4. Email Newsletters
If we say your brand’s website is a “digital store”, then email newsletters are flyers you give out in the neighborhood to announce exciting offers at the store.
Newsletters aren’t just for discounts and giveaways. They help you engage with your audience by sharing product updates, useful insights, and solutions to their problems.
For example, you’re a cloud storage company.
You can use your customers’ browsing and purchase history to create targeted emails.
If some customers are exploring data backup solutions, you can share the best practices on data management in an email. Later, you can follow up with a special offer on an upgraded storage plan or personalized demo.
If you have a new segment on your email list, a simple questionnaire asking what they would like to hear from you could go a long way. The possibilities are endless.
Now that your “digital store” is on search engines, social media, and newsletters, it’s time to get reviews.
5. Online Review Platforms
Whether it’s an offline store or an online brand, good words from your existing customers can shape your brand’s image and influence buying decisions.
Think about it – whether it’s selecting which movie to watch or brands to buy from, we instinctively check the star ratings and reviews. It’s like a social proof.
Regarding B2C or D2C businesses, focus on platforms like Google My Business, Zomato, and Yelp.
For B2B brands, reviews on Product Hunt and Just Dial do the same.
For example, if you’re a local cafe registered on Zomato.
You want positive reviews and high ratings to enhance your visibility for your focus keywords.
You can repurpose your reviews and use them across channels – as a video on the website, a quote on Twitter, and an infographic on LinkedIn.
6. Online Directories
Last but not least, if you have a “digital store”, it’s important to be listed in the town’s phonebook.
Here, the “town” is all the locations where your business is present.
Whether you’re a local bakery or a global SaaS company, directories boost your visibility, especially in local searches, leading to more traffic and inquiries.
First, you should claim your business on platforms like Google My Business, Just Dial, or industry—and country-specific directories to appear in location-based searches.
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Conclusion:
While the channels I discussed above are essential for most businesses, it’s perfectly okay if you are not present on all of them today.
The key is to start slow and build well. If you don’t have the bandwidth to design your website, create a Google My Business and social media page.
I hope you find this blog insightful.
Which media channels do you think are must-haves for brands today? Share in the comments.
Schedule a workshop or training session with me to build each section of a Business Model Canvas and ensure a robust foundation for your company.
Here are the links to other blogs in the Business Model Canvas series –
