The survival of every small business depends on the ability to identify as many customers as possible and communicate in a way that will convince customers to buy the product or service it sells. 

That is part of the role of marketing, and many small businesses struggle with identifying effective marketing tactics. Some opt for outdated or ineffective channels, thinking they will yield the desired results, but to no avail.

In this post, I will share with you 5 effective marketing channels you should focus on in 2024 if you want to sell more of your products and services.

1. Influencer marketing

A lot of consumers rely on the guidance of influencers they follow when it comes to purchasing certain products or services. This is because they see the influencers as experts, hence trust their advice. 

These influencers may have huge followings on different social media platforms who engage with their content and interact with them. 

As a small business, you can identify those in your niche on platforms like Instagram, TikTok, YouTube, and Facebook. 

Sometimes it is possible to partner with an influencer to promote your product or service. That way, your business gains more exposure, potentially generating quality leads and sales. 

What do you think would happen if an Instagram influencer with over 5 million active followers in the travel niche promoted your travel consultancy services? 

Many of their loyal audience would probably follow your business on Instagram, check out your consultancy services, and a few might even DM you to learn more.

2. Word-of-mouth marketing 

If you think word-of-mouth marketing is dead, wait until you read the PwC 2023 survey, which found that more than half of Americans recommend a company they trust to their family and friends. 

That is word-of-mouth marketing. 

Make sure you offer top-notch customer service, and always go the extra mile. Your goal should be to ensure your customers are satisfied so they will tell their friends and relatives about your product or service. 

3. Video marketing 

People tend to engage more with video content. This is because it’s entertaining and doesn’t involve reading. Businesses on visual platforms like TikTok, YouTube, and Instagram are reaching a wider audience with videos. 

Start creating and posting videos that demonstrate how your product can solve a problem for your target audience. You can make more engaging videos using a video editor tool to enhance the quality of your video marketing. 

In your bio or video description, add a link to a landing page to generate leads. 

4. Referral marketing 

You can offer incentives to your customers when they refer their family and friends to your business. This could be a discount on their next purchase or a gift card for shopping. 

These incentives serve as a motivator for them to spread the good news about your business online or offline, and hopefully send you potential customers.

5. Podcast marketing 

Podcasts can be a powerful marketing channel for small businesses. You can start a podcast for your business or appear as a guest on popular podcasts in your industry. Your target customer might be listening as you discuss the problems your business solves in the podcast conversation. 

Some podcast hosts are happy to link to your product/service page on their show page and when they convert the audio conversation to text and publish it on their website. This makes it easier for people to reach out to your business for more information. 

In summary, effective marketing is the lifeline of any business, but you need to focus on what works. 

The marketing channels discussed here are cost-effective, easy to implement, and can give you better results.

Photo by Campaign Creators on Unsplash