How to Pick the Right Marketing Channels for Your Business
If you’ve ever asked yourself “Should I be on TikTok?” or “Do I really need a newsletter?”, you’re not alone.
As a small business owner, your time and energy are limited. That’s why choosing the right marketing channels matters more than trying to be everywhere. The right channels help you reach your people, grow your brand, and get actual results—without running yourself into the ground.
At Roots and Reach Marketing, we believe good marketing starts with clarity and keeps your business rooted in what matters most. So let’s walk through how to find the right channels that fit your business and actually move the needle.
Start with Your Audience
Marketing always starts with who you’re trying to reach.
Ask yourself:
Who are your ideal customers?
Where do they hang out—online or in person?
How do they prefer to hear from businesses?
For example, if you’re a local cleaning business serving families, your audience might be scrolling Facebook after work or looking for referrals in community groups. But if you sell handmade candles online, your people might be on Instagram or Pinterest.
Tip: Talk to your current customers. Ask where they found you and what made them reach out. Real insight beats guessing every time.
Think About Your Business Type and Goals
Not every channel works for every kind of business. Are you trying to:
Get more foot traffic?
Book more local service calls?
Build brand awareness online?
Stay top-of-mind with past customers?
If you run a local service business, Google and local SEO are going to do more for you than Instagram Stories. If you’re trying to grow an online store, social and email are key players.
Your marketing goals should guide your channel choices—not trends.
Be Honest About Your Time and Budget
Here’s the truth: you don’t need to be everywhere.
Marketing works best when you show up consistently. And that only happens if you choose channels you have the time, budget, or support to manage.
If you’re doing it all yourself, start small. Maybe that’s one social platform and your Google Business Profile. Maybe it’s just a monthly email newsletter. You can always grow later.
Consistency beats perfection.
A Quick Look at Common Channels (and What They’re Good For)
Here’s a rundown of the most common marketing channels—and where they shine for small businesses:
Social Media
Great for visibility, showing personality, and connecting with your community. Choose one platform where your audience already is and focus your energy there.Email Marketing
Ideal for building trust and staying in touch with people who already know you. Great for repeat business and promoting new offers.Search Engine Optimization (SEO)
Helps your website show up on Google when people are looking for what you do. A must-have for local service businesses or online stores.Local Advertising & Events
Think flyers, sponsorships, networking, or farmers markets. These are great for brick-and-mortar or relationship-based businesses.Google or Facebook Ads
Can work well if you’ve got a strategy and a clear offer. But they can burn through cash if you’re not sure what you’re doing.Referrals and Word of Mouth
Still one of the best ways to grow—especially in tight-knit communities. You can encourage this by simply asking happy customers to spread the word or leave reviews.
Test, Track, Tweak
Once you’ve picked a few channels, give them time to work. Look for results that match your goals—like calls, bookings, or messages—not just likes or views.
Try this:
Stick with a channel for at least 30–90 days.
Use basic tracking tools like Google Analytics or Facebook Insights.
Ask every new customer how they found you.
Marketing is part art, part experiment. Don’t be afraid to tweak what’s not working.
You Don’t Need to Be Everywhere
The biggest mistake small businesses make? Trying to show up on every platform at once.
Here’s your permission to stop doing that.
Pick 1–2 solid channels. Show up well. Build your rhythm. Once that feels natural, then—and only then—consider adding more.
Marketing shouldn’t feel like a second job. It should feel like a natural extension of how you serve your customers.
Final Thoughts
Choosing the right marketing channels isn’t about keeping up—it’s about showing up where it matters most.
At Roots and Reach Marketing, we help small businesses like yours figure out how to grow in ways that feel grounded and doable. No fluff. No overwhelm. Just real strategy for real people.
👉 Need help figuring out what channels make the most sense for you? Book a free discovery call and let’s find your best next step.
