Choosing the best marketing channel for the job can often be a daunting task, especially for smaller companies and startups. After all, they exist in a world full of giant corporations who not only have better funding, but a much bigger reach in the market.

What commonly happens is that companies try to accomplish anything and everything they can, when it comes to getting their service or product out into the market and into the customers’ hands. This creates a dilemma for them, due to the fact that there is a plethora of services available to even the smallest of startups and companies.

Choosing the Appropriate Marketing Channel

Virtually every other product that companies are coming out with has an already established marketing channel. This is because of the level of competition that now exists in the business world, not to mention the multitude of options available.

Fortunately, there is a way to select the best marketing channel for your specific product or service, even in today’s highly competitive marketing landscape.

How to Select the Correct Marketing Channel

Following is a list of steps that you can take to ensure you have chosen the best possible marketing channel for your product.

  • Know Your Audience: The very first step that you need to take in order to get your product out to the masses in the best way possible is to first know your specific target market. After all, you cannot hope to simply launch a product and hope it will reach the intended customers on its own.

Recognizing your customer has a dual advantage. Firstly, it is the main driving factor behind the product or service itself and secondly, it shapes the way in which you approach the marketing of said product or service. The platforms that you need to market on, as well as the specific approach to marketing is made clear, once you have an idea of what your customer wants and expects.


  • Know Your Competitors: The next step is to understand your direct competitor in the business, especially if they are an established business. Often, you can learn a lot about the ideal marketing channels by observing where your direct competitors go for their marketing needs.

  • Evaluate the Marketing Budget and Efforts: This is an objective decision, one that pertains to the nature of the product itself, as well as the time and money you have to spend on it. The product or service you offer, factored along with the type of market you are serving, will determine the amount of money you spend on distribution channels. Additionally, your ROI (Return On Investment) will be an important factor, especially when deciding how much of the total budget needs to be allocated to marketing.


  • Know How, When and Where to Sell: These three are the most important questions, especially with relation to the customers who will buy the product. Know about the nature of the product and whether to sell it online or at kiosks, whether to provide it instantly or through mail-order and whether to price it at premium or regular.

These tips will go a long way towards ensuring you select the marketing channel which will prove most effective for you, your company and your product or service.