Choosing the Right Marketing Channels for Your Business (and How to Find What Actually Works)
Choosing the Right Marketing Channels for Your Business (and How to Find What Actually Works)
One of the biggest mistakes we see business owners make is trying to be everywhere at once—Instagram, LinkedIn, TikTok, Pinterest, YouTube, email, ads… the list never ends. But real marketing traction doesn’t come from being everywhere. It comes from being in the right places, with the right message, consistently.
If you’re not sure where to focus—or how to figure it out—this post will help you get clear, based on your business model and industry.
Start With What You Sell
How people discover and engage with your brand depends heavily on what you offer.
Service-Based Businesses
(Consultants, Agencies, Freelancers)
Best channels: LinkedIn, email newsletters, SEO, and webinars
Focus on relationship-building, education, and authority content
E-Commerce & Product Brands
(Apparel, Beauty, Home Goods, DTC)
Best channels: Instagram, Pinterest, email marketing, influencer partnerships
Visual platforms work best—people want to see how the product fits into their lifestyle
Health & Wellness Brands
(Practitioners, Meal Prep, Wellness Coaches)
Best channels: Instagram, blogs, YouTube, and local SEO
Educational and visual content build trust and help people understand your methods
Creative & Visual Brands
(Designers, Artists, Stylists)
Best channels: Instagram, Pinterest, TikTok, Behance or portfolio websites
Use storytelling and visuals to show your process, not just the end result
Local Brick-and-Mortar Businesses
(Boutiques, Cafés, Studios)
Best channels: Google Business Profile, local SEO, email lists, Instagram
Show what’s happening in-store, promote events, and build repeat foot traffic
These aren’t hard rules—but they’re a starting point.
Then, Consider Your Audience’s Habits
Ask yourself:
Where does your customer hang out before they’re ready to buy?
Where do they go for inspiration?
Where do they go for research or proof?
If you’re selling high-ticket services, chances are your audience is researching—so they need trust-based content like blog posts, case studies, and strategy-led LinkedIn posts.
If you’re selling visual, lifestyle-driven products, your audience is browsing so they need visuals, mood, and social proof in fast formats like IG, Pinterest, or Reels.
Use Research to Inspire—Not Compare
Your competitors can give you insight—but not your blueprint.
Instead of scrolling with self-doubt, scroll with curiosity:
What types of content are others in your industry posting?
Which platforms are they prioritizing (and why)?
What seems to get genuine engagement or drive action?
Use this research to make informed decisions, not to mimic. Their business isn’t yours. But you can learn from the patterns.
The Best Channels Are the Ones You Can Use Consistently
It doesn’t matter how powerful a platform is if you can’t use it well.
Choose channels that:
You (or your team) can manage
Make sense for your offer
Match the way your audience thinks and buys
One strong, consistent channel can outperform five half-done ones.
Quick Start Exercise: Channel Check-In
Ask yourself:
Where are you showing up now?
Which platforms are bringing in actual results (inquiries, sales, leads)?
Which ones feel aligned with how you want to grow?
Cut what’s not working. Refocus on what is. Test new platforms only when you have the bandwidth and strategy in place.
Bottom Line
Marketing doesn’t work without focus. You don’t need to do everything—you just need to do the right things well.
The more you align your channels to your goals, offer, and industry behavior, the easier it becomes to build real momentum.
