The Nigerian Small Business Marketing Guide (Part 3)
Step 4. Choose your marketing channel(s).
A marketing channel is extremely important because it influences your pricing strategy and establishes relationships between your business and your customers.
Choosing the best marketing channel(s) for your business begins with your target market. More than anything else, your choice should be guided by the preferences and behaviours of potential customers (where they are, how they buy, why they buy etc), so the more you know about your target market, the better informed that choice will be.
The second thing to consider is cost. Now that you know how to reach your target market, compare your marketing options with your finances. Since there's usually more than one way to reach potential customers, pick the most effective channel you can afford. If the projected revenue from a marketing channel does not justify its cost (even when you can afford it), find another way.
The third consideration is your brand. Your target audience will associate your business with the marketing channel you use, making it important that your choice complements your brand. For example, advertising on a gossip website may be a generally logical choice because the website gets a lot of visitors, but the choice might damage your brand if the website has a bad reputation.
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