High Advertising and marketing Channels for 2024 [+Data]

Social media, e-mail, video, audio —in the present day’s entrepreneurs have extra advertising and marketing channels to select from than ever earlier than.

As the previous head of selling for 2 totally different tech corporations, I discovered firsthand that an efficient advertising and marketing technique should contemplate all these channels and establish the most effective investments to your particular firm, product, and goal market.

In fact, that is simpler stated than performed. The advertising and marketing channel panorama is consistently rising and evolving, and it’s important to grasp the worth that every channel can present.

The HubSpot group surveyed over 1,000 world B2B and B2C advertising and marketing professionals to discover essentially the most used advertising and marketing channels.

Beneath, I’ll share the highest advertising and marketing channels recognized in that survey. I’ll talk about how I’ve discovered these channels may also help you amplify your attain and drive income whereas prioritizing your present clients.

High B2B Advertising and marketing Channels

In line with HubSpot’s survey, greater than 80% of entrepreneurs really feel that advertising and marketing has modified extra within the final three years than within the earlier fifty.

On this ever-changing atmosphere, the primary problem advertising and marketing professionals establish is figuring out which platform (or platforms) they need to spend money on.

Picture Supply

When making these important selections, I’ve discovered that it’s useful to do some benchmarking towards different professionals within the business.

Our survey discovered that the highest advertising and marketing channels in the present day’s entrepreneurs use are short-form video (i.e., TikTok, Reels, YouTube Shorts, and so forth.), influencer advertising and marketing, and Search Engine Optimization (search engine optimization).

Picture Supply

Furthermore, the survey discovered that 41% of B2B entrepreneurs are growing their budgets, enabling them to spend money on new advertising and marketing channels.

Particularly, along with the channels described above, B2B entrepreneurs primarily deal with web site and running a blog channels and e-mail newsletters.

Actually, almost one in three entrepreneurs report leveraging e-mail advertising and marketing to have interaction with potential clients.

These focused e-mail campaigns can run manually and be automated, empowering entrepreneurs to focus their power elsewhere.

Many entrepreneurs are additionally leveraging new instruments that permit them to section subscribers and personalize their messages, maximizing the affect of those campaigns.

Nonetheless, our information means that short-form movies, influencers, and search engine optimization are essentially the most vital channels to observe.

High B2C Advertising and marketing Channels

Many B2C entrepreneurs use platforms much like their B2B counterparts however with a couple of key variations. For B2C professionals, social media and e-mail are the highest advertising and marketing channels, adopted by web sites and blogs.

Basically, B2C advertising and marketing is normally centered on providing gratifying content material and fast wins, whereas B2B advertising and marketing focuses on constructing longer-term relationships with clients. As such, specializing in social media is sensible for B2C.

In spite of everything, as of 2023, there are nearly 5 billion social media customers worldwide (greater than 60% of the worldwide inhabitants), making this the perfect platform to forged a large internet and attain a broad client viewers.

HubSpot’s survey provided additional help for the significance of social media, discovering that B2C manufacturers have been probably to spend money on advertising and marketing efforts on Fb, Instagram, and YouTube.

The info exhibits that LinkedIn is a extra essential platform for B2B manufacturers than B2C, with B2B entrepreneurs considerably extra more likely to report investing on this platform.

Picture Supply

Alongside social media, the survey recognized e-mail as a big advertising and marketing channel for B2C manufacturers. Generally, this will discuss with a conventional e-newsletter.

Nonetheless, e-mail may also be used to share B2C content material corresponding to personalised communications, time-sensitive notifications (like product launches or gross sales), and cart abandonment e-mail reminders.

One other vital benefit of e-mail is that it’s an owned media channel. No one can dictate when, how, or why you may contact your prospects.

On the identical time, it’s important to keep in mind that your clients will unsubscribe when you oversaturate their inbox with too many emails.

Lastly, the HubSpot report discovered that 36% of B2C entrepreneurs use blogs and web sites to attach with clients, serving to these manufacturers generate model consciousness, drive site visitors, convert leads, and, most significantly, set up authority.

Whenever you create your blogs and web site content material with search engine optimization techniques in thoughts, you’re much more more likely to meet your targets.

It is because these methods may also help your content material rise to the highest of the SERP (Search Engine Outcomes Web page) when clients make queries associated to your small business content material.

It’s straightforward to get complacent in relation to advertising and marketing channels.

Nonetheless, our survey discovered that greater than half of B2C entrepreneurs count on their budgets to develop, suggesting that it’s important to spend money on figuring out the most effective new channels to your model — and take the time to construct out your presence on these channels as successfully as potential.

Omnichannel Advertising and marketing

In line with HubSpot’s survey of selling professionals, greater than 9 out of ten entrepreneurs leverage multiple advertising and marketing channel — and 81% leverage greater than three channels.

In in the present day’s advertising and marketing ecosystem, making an attempt to work with only one advertising and marketing channel or to implement only one technique merely doesn’t work. Omnichannel advertising and marketing is the one possibility.

Picture Supply

Certainly, in line with CMO and co-founder of NP Digital Neil Patel, “100% of the businesses we labored with that grew centered on omnichannel advertising and marketing and regularly expanded.”

This diversified method helps groups keep agile, adapt to new alternatives, and pivot when particular platforms grow to be oversaturated.

One frequent method to omnichannel is content material repurposing:

Relatively than creating customized content material for every platform from scratch, 82% of social media entrepreneurs in HubSpot’s survey reported repurposing content material throughout numerous social channels.

This allows you to guarantee model messaging continuity whereas decreasing the work mandatory to have interaction throughout many advertising and marketing channels.

Video Advertising and marketing

Now could be the time when you’ve but to spend money on video advertising and marketing.

Throughout industries and markets, I’ve discovered that video could be a good way to spice up conversions, enhance ROI, attain new audiences, and enable you to construct relationships with present clients.

Which may be why entrepreneurs report that video is the highest media format they leverage in the present day.

That being stated, there are plenty of totally different sorts of movies. Concerning advertising and marketing, short-form content material takes the cake for each B2B and B2C entrepreneurs.

Within the age of TikTok, many social media platforms are rewarding content material creators who make short-form video content material that encourages viewers to remain on the app longer.

That is additionally a big progress space, with 29% of selling professionals planning to attempt leveraging video advertising and marketing for the primary time in 2023. Video may also be a good way to flex your inventive expertise as a marketer.

For instance, I centered primarily on written content material early in my profession, like weblog posts and PR articles.

When my group prompt investing in creating a brief promotional video, I used to be somewhat nervous at first — but it surely turned out to be an enchanting mission, and the footage drove plenty of gross sales for our new product.

So, even when you haven’t labored with video earlier than, now is perhaps a good time to begin.

Influencer Advertising and marketing

Influencer advertising and marketing is when companies companion with a preferred creator of their business to share commercials or particular items of content material.

These influencers can generate model consciousness by associating a well-recognized face and persona along with your product in clients’ minds and offering social proof.

That is particularly essential as analysis has proven that customers in the present day belief entrepreneurs much less and fewer.

Due to this skepticism, they have an inclination to shrink back from conventional lead-generating content material, as an alternative turning to influencers for product suggestions.

As a result of influencers are personable, sincere individuals who share your clients’ pursuits, consumers are likelier to belief them. Within the tech age, influencers is perhaps a contemporary model of old school word-of-mouth marketing.

Furthermore, the info exhibits that influencer advertising and marketing pays off. A latest report discovered that 86% of B2B brands are profitable with influencer advertising and marketing.

In distinction, a study from Shopify discovered that each greenback spent on influencer advertising and marketing had a median ROI of $5.78 — i.e., this technique can obtain greater than 5x returns.

In gentle of those statistics, it’s no shock that funding in influencer advertising and marketing is on the rise.

HubSpot’s survey discovered that 17% of entrepreneurs deliberate to attempt influencer advertising and marketing for the primary time in 2023, and of these already utilizing this method, 89% plan to extend or keep their funding.

Search Engine Optimization

One other important part of any trendy marketer’s technique is Search Engine Optimization or search engine optimization advertising and marketing.

For those who efficiently optimize your net content material, it should place your model as an authority in your area, in the end serving to you improve site visitors and your conversion fee.

It’s essential to notice that search engine optimization isn’t nearly your web site. All your net content material must be search engine optimized.

That features your YouTube channels, Google enterprise profile, and podcast episodes, which must be optimized utilizing goal key phrases.

The pillar-cluster mannequin is one technique that may enable you to organically construct a thriving on-line presence. In line with HubSpot information, 35% of B2B and 59% of B2C entrepreneurs report this as an efficient technique.

So how does it work? With the pillar-cluster mannequin, you’ll create a single pillar web page that gives a high-level overview of a subject and hyperlinks to cluster pages that delve into the subject’s subtopics.

This helps sign to search engines like google like Google and Bing that your pillar web page is an authority on the topic.

Different search engine optimization techniques that may be extremely efficient embody utilizing search insights reviews, optimizing photographs or movies for visible search engines like google, and optimizing load pace for any media-heavy net pages.

Keep in mind, this doesn’t must be plenty of work. In my expertise, simply spending an hour or two reviewing related key phrases and noting phrases and phrases to make use of in your content material could make a giant distinction in search engine optimization advertising and marketing.

Podcast Advertising and marketing

In a Pew survey carried out in 2023, 42% of Americans aged 12 and older reported having listened to a podcast prior to now month.

Audio content material is in excessive demand, so for a lot of manufacturers, podcasts could be a nice platform to succeed in bigger audiences.

Picture Supply

Podcast hosts also can function brand-specific influencers, demonstrating the human aspect of your small business.

As well as, as a result of individuals can hearken to podcasts passively whereas doing different issues, this may be a wonderful channel for reaching individuals throughout their morning commutes, strolling their canine, or cleansing the home.

Featured Useful resource: How To Begin a Podcast For Your Enterprise

Podcasts may also be compelling as a result of the human mind is programmed to crave, search out, and reply to a well-crafted story.

The audio medium could be a wonderful alternative to inform a compelling story, capturing your viewers’s consideration whereas making your model extra personable.

Apparently, only one in three entrepreneurs report leveraging podcasts or different audio content material of their methods — however of those who do, greater than half say that it’s the most influential media format they use.

Which may be why podcasts obtain the second highest advertising and marketing spend, with entrepreneurs sharing that video is the one channel they’re investing extra in.

Phrase-of-Mouth Advertising and marketing

A 2023 survey from PwC discovered that more than half of U.S. customers have really useful an organization they belief to their household and mates.

As on-line content material turns into more and more oversaturated, paid content material is trusted much less and fewer, with many consumers as an alternative turning to word-of-mouth suggestions to tell their buying selections.

On this new actuality, entrepreneurs should earn clients’ belief by counting on buyer suggestions and word-of-mouth marketing.

Actual clients shall be far more efficient in incomes that belief than entrepreneurs, who’ve agendas and are in the end centered on their backside traces.

In spite of everything, as advertising and marketing professionals, we’re paid to advertise our model’s merchandise — however clients will usually solely rave a few services or products in the event that they like it.

So, what does this appear like in follow? Phrase-of-mouth advertising and marketing is about extra than simply face-to-face conversations.

Happy clients may put up about your model on-line, inform their roommates they like your service, or depart optimistic opinions in your product pages.

Solely certainly one of these examples entails an precise, in-person dialog, however they’re all methods customers can vouch to your model’s credibility.

At its core, word-of-mouth advertising and marketing is all about making a buyer expertise that’s simply so magical that present customers are pushed to share your model with their networks.

As a buyer, I’m solely motivated to inform my mates a few product if I’ve had a stellar expertise.

For those who deal with providing top-notch customer support and on at all times going above and past to your clients, you’ll be set as much as succeed with word-of-mouth advertising and marketing.

Make Your Advertising and marketing Channels Work for You

Now that the stats behind totally different advertising and marketing channels, there are two key questions: First, how may you attain your present viewers in a brand new means? And second, how may a brand new channel allow you to succeed in new audiences?

Completely different advertising and marketing channels include totally different advantages, however most companies can discover a means to make use of totally different channels of their advertising and marketing methods to fulfill their distinctive enterprise targets.

Research have proven that clients are more likely to come into contact along with your model at least seven times earlier than taking motion.

As such, utilizing a spread of various advertising and marketing channels could be a good way to create these a number of factors of contact, nurture your leads over time, improve conversions, and enable you to obtain your advertising and marketing targets.

Editor’s Observe: This put up was initially revealed in Dec. 2021 and has been up to date for comprehensiveness.