Marketing channels
What are marketing channels?
Marketing channels are the paths through which a business reaches and acquires customers: search (SEO and ads), social media, email, content, communities, influencer marketing, partnerships, events, outbound sales and referrals.
Most early-stage companies find that one or two channels work far better than the rest for their market.
Why marketing channels matter
Spreading effort across every channel produces mediocre results everywhere. Testing a few and doubling down on what works is usually more effective.
Related marketing terms
A go-to-market strategy is the plan for bringing a product to customers: who it is for, how it is positioned, priced, marketed and sold.
Customer acquisition cost (CAC)
Customer acquisition cost, CAC, is the average amount spent on sales and marketing to win one new customer in a given period.
Inbound marketing attracts customers who come to you through useful content, search, communities and referrals, rather than cold outreach.
Outbound marketing reaches out to people who have not asked to hear from you yet, through cold outreach, ads, events and direct mail.