{"id":149722,"date":"2023-12-21T11:20:21","date_gmt":"2023-12-21T16:20:21","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=149722"},"modified":"2023-12-22T04:21:44","modified_gmt":"2023-12-22T09:21:44","slug":"marketing-channels","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/marketing-channels\/","title":{"rendered":"Marketing Channels: 12 Key Options With Pros and&nbsp;Cons"},"content":{"rendered":"\n<div class=\"intro-txt\">A marketing channel is the way through which your message reaches your audience. Some of the most popular channels are advertising, email, social media, and search engines like Google.<\/div>\n\n\n\n<p>On the one hand, marketing channels allow you to promote your business so that you can get more customers. On the other, they act as places where people can find you, learn more, and reach out to&nbsp;you.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1508\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/how-marketing-channels-work-2.png\" alt class=\"wp-image-170330\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/how-marketing-channels-work-2.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/how-marketing-channels-work-2-451x425.png 451w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/how-marketing-channels-work-2-768x724.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/how-marketing-channels-work-2-1536x1448.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>Marketing channels are of fundamental importance to any business because they enable communication \u2014 without that, there can be no&nbsp;sales.<\/p>\n\n\n\n<p>The most valuable brands in the world use multiple channels at the same time. This article will help you follow their strategy and pick a mix of channels that fit your business best.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Types of marketing channels&nbsp;\" data-section=\"types\">\n\n\n\n<h2 class=\"wp-block-heading\">Types of marketing channels<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>From a high-level view, the landscape of marketing channels can be divided into a few groups. Some popular categorizations include direct\/indirect, free\/paid, and traditional\/digital.&nbsp;<\/p>\n\n\n\n<p>Arguably, the most practical way of thinking about marketing channels is in terms of owned, earned, and paid media. It makes you think in terms of costs, balancing different channels and long-term access to your audience without the need to pay for every click to your&nbsp;site.<\/p>\n\n\n\n<table id=\"tablepress-257\" class=\"tablepress tablepress-id-257 tablepress-responsive tablepress-ahrefs-width-720px\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Channel type<\/th><th class=\"column-2\">Summary<\/th><th class=\"column-3\">Examples<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Owned media<\/td><td class=\"column-2\">These are the channels you control, and you don\u2019t need to pay a third party each time you want to reach your audience. They\u2019re good for keeping your audience close so that you can contact them directly and frequently.<\/td><td class=\"column-3\">Email, social media, podcasts.<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Earned media<\/td><td class=\"column-2\">Any mentions of you on other sites or platforms that you haven\u2019t paid for. You have little to no control over them, but they typically enjoy higher credibility than other channels and can offer a fast route to broad exposure.<\/td><td class=\"column-3\">Word-of-mouth, press mentions, rankings, unpaid influencer endorsement.<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">Paid media<\/td><td class=\"column-2\">You pay a third party to get access to the audience. These channels offer fast results and are typically easy to work with and scale. However, their effectiveness varies significantly depending on your product and audience.<\/td><td class=\"column-3\">Any kind of advertising, influencer marketing, affiliate marketing.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-257 from cache -->\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to choose marketing channels&nbsp;\" data-section=\"how-to-choose\">\n\n\n\n<h2 class=\"wp-block-heading\">How to choose marketing channels&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Looking for a place to start? It helps to look at what your competitors are doing first and add channels in stages.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Study your competitors&nbsp;<\/h3>\n\n\n\n<p>Checking out your <a href=\"https:\/\/ahrefs.com\/blog\/competitive-analysis-guide\/\">direct competitors<\/a> is a smart move because they\u2019re after the same audience as you. And if they\u2019ve been around for a while, they probably figured out the best channels to connect with that&nbsp;crowd.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Find your competitors on social media<\/strong> and see how often they publish and what engagement (likes, comments, retweets, views, etc.) they&nbsp;get.&nbsp;<\/li>\n\n\n\n<li><strong>Subscribe to all their content<\/strong> to see how and where they publish (pay attention to content formats, publishing cadence, the choice of topics, and if and how they offer special deals).<\/li>\n<\/ul>\n\n\n\n<p>When it comes to competitive analysis, there are tools that can save you time and guesswork. For example, you can use <a href=\"https:\/\/ahrefs.com\/blog\/competitor-analysis-tools\/#official-ad-libraries\">official ad libraries<\/a> to find out where (and how) they advertise. Or use our <a href=\"https:\/\/ahrefs.com\/traffic-checker\">free traffic checker<\/a> to see how much traffic your competitors get from the organic search channel and whether it has been growing.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1090\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-9.png\" alt=\"Ahrefs' free traffic checker showing organic traffic to a site.\" class=\"wp-image-170285\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-9.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-9-624x425.png 624w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-9-768x523.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-9-1536x1046.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Build a foundation and branch out<\/h3>\n\n\n\n<p>Eventually, you will likely use multiple channels or even all of them. After all, more channels mean more ways to reach your audience. But until you get to that point, you need channels that will let you grow despite limited budget and&nbsp;staff.&nbsp;<\/p>\n\n\n\n<p>A solution to that is moving in stages. You start by picking a few fundamental channels to fuel your growth, then experiment with new ones and double down on the ones that&nbsp;work.&nbsp;<\/p>\n\n\n\n<p>You can see this pattern all around, and it happened at our company (Ahrefs), too. Some of our core channels, video marketing, and organic search, started really small, and there are channels like influencer marketing and sponsorships that we added to the mix later&nbsp;on.&nbsp;<\/p>\n\n\n\n<p>So, for example, your channel foundation can comprise:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Social media<\/li>\n\n\n\n<li>Organic search<\/li>\n\n\n\n<li>Email marketing<\/li>\n\n\n\n<li>Digital advertising<\/li>\n\n\n\n<li>Occasional use of events (speaking or small sponsor packages on more affordable conferences)&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>This set of channels is something I\u2019ve seen many businesses start with. What makes them a good choice in the \u201cearly days\u201d is they\u2019re relatively easy to work with, and they\u2019re affordable and scalable.<\/p>\n\n\n\n<p>But if five channels sound too overwhelming, a good idea may be to focus on social media first. It has tremendous potential reach, it\u2019s free but can be boosted with a small ad budget, it works with all content formats, and finally, it\u2019s a two-way communication channel. We\u2019ll talk more about that channel in a&nbsp;bit.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/marketing-tactics\/\">15 Effective Marketing Tactics Anyone Can&nbsp;Use<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"12 essential marketing channels\" data-section=\"marketing-channels\">\n\n\n\n<h2 class=\"wp-block-heading\">12 essential marketing channels to choose from<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>These are the key options when choosing marketing channels for your business \u2014 learn what they\u2019re about.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Organic search\" data-section=\"organic-search\">\n\n\n\n<h3 class=\"wp-block-heading\">1. Organic search<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Organic search refers to the non-paid search results from a search engine.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1806\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/2-marketing-channels.png\" alt=\"Two types of search results\" class=\"wp-image-170286\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/2-marketing-channels.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/2-marketing-channels-377x425.png 377w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/2-marketing-channels-768x867.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/2-marketing-channels-1361x1536.png 1361w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>Organic search is one of the pillars of the entire internet. In all, 68% of online experiences begin with a search engine (<a href=\"https:\/\/videos.brightedge.com\/research-report\/BrightEdge_ChannelReport2019_FINAL.pdf\">BrightEdge<\/a>). In other words, people use search engines a lot, and some of them may be looking for a product or service like&nbsp;yours.<\/p>\n\n\n\n<p>The practice of optimizing webpages to increase traffic and visibility in this channel is called <a href=\"https:\/\/ahrefs.com\/seo\">search engine optimization (SEO)<\/a>, and one of the most effective ways to keep your organic traffic growing is by blogging.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Example<\/h4>\n\n\n\n<p>At Ahrefs, we write blog posts about topics relevant to our <a href=\"https:\/\/ahrefs.com\/\">product<\/a>. At the same time, we target topics that offer search traffic potential and are within our capability to rank.&nbsp;<br>We use <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a> to find good topics for our blog. The SEO metrics show us how much traffic we are potentially looking at (TP) and how hard it can be to rank (KD). Here are some keyword examples for which we wrote SEO content and their metrics.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1058\" height=\"589\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/3-sample-keywords-we-target.png\" alt=\"Sample keywords we target with our content\" class=\"wp-image-149845\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/3-sample-keywords-we-target.png 1058w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/3-sample-keywords-we-target-680x379.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/3-sample-keywords-we-target-768x428.png 768w\" sizes=\"auto, (max-width: 1058px) 100vw, 1058px\"><\/figure>\n\n\n\n<p>This way, when people Google things related to SEO and marketing, we can naturally feature our product.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"479\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-10.png\" alt=\"Example of high-ranking SEO content\" class=\"wp-image-170287\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-10.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-10-680x204.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-10-768x230.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-10-1536x460.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>In the organic search channel, each piece of content that ends up ranking adds up to your overall organic traffic. So, the more high-ranking content you have, the more potential customers visit your website. Plus, <a href=\"https:\/\/ahrefs.com\/blog\/evergreen-content\/\">evergreen topics<\/a> can generate traffic for years after publication.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"579\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-11.png\" alt=\"Chart showing traffic years after publication\" class=\"wp-image-170288\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-11.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-11-680x246.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-11-768x278.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-11-1536x556.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Pros and&nbsp;cons<\/h4>\n\n\n\n<table id=\"tablepress-258\" class=\"tablepress tablepress-id-258 tablepress-responsive tablepress-ahrefs-width-full\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Pros<\/th><th class=\"column-2\">Cons<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Continuous traffic with no ad&nbsp;spend.<\/td><td class=\"column-2\">Ranking high in search engines takes&nbsp;time.<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Compounding effects.<\/td><td class=\"column-2\">Lots of uncertainty (e.g., fluctuating rankings, search algorithm updates).<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">SEO content can influence the entire marketing funnel.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">Relies more on quality and creativity than budget.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-258 from cache -->\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/seo-content-strategy\/\">How to Create an SEO Content Strategy (Follow the Ahrefs\u2019 Framework)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/academy\/blogging-for-business\">Free Blogging Course: Learn How to Start and Grow a Blog for Your Business<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Social media\" data-section=\"social-media\">\n\n\n\n<h3 class=\"wp-block-heading\">2. Social media<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>In marketing, this refers to using social media platforms to connect with both current and potential customers through content and conversations.&nbsp;<\/p>\n\n\n\n<p>Social media is not just Facebook, Twitter, or LinkedIn. Messaging-only apps like Discord, Slack, and WhatsApp also fall into the same channel category.&nbsp;<\/p>\n\n\n\n<p>Do social media users \u201cconsume\u201d content from brands? Quite surprisingly, 90% of people on Instagram follow a business (<a href=\"https:\/\/business.instagram.com\/\">Instagram<\/a>).&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Example&nbsp;<\/h4>\n\n\n\n<p>Social media is complex. It\u2019s a mix of <a href=\"https:\/\/ahrefs.com\/blog\/product-marketing\/\">product marketing<\/a>, <a href=\"https:\/\/ahrefs.com\/blog\/digital-pr\/\">PR<\/a>, and customer support. Trying to summarize it is like trying to summarize all conversations in the&nbsp;world.&nbsp;<\/p>\n\n\n\n<p>Each brand on social media tends to develop its own voice while publishing a balanced mix of product marketing, conversations, entertainment, and company news.&nbsp;<\/p>\n\n\n\n<p>And so while some brands will be super serious and \u201cbusiness-oriented,\u201d others will try to win hearts with candor and authenticity.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1192\" height=\"856\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/7-candor-social-media.jpg\" alt=\"Social media profile description\" class=\"wp-image-149852\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/7-candor-social-media.jpg 1192w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/7-candor-social-media-592x425.jpg 592w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/7-candor-social-media-768x552.jpg 768w\" sizes=\"auto, (max-width: 1192px) 100vw, 1192px\"><\/figure>\n\n\n\n<p>Furthermore, this is an effective use of social media:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Tomorrow is the longest day of the year which means it\u2019s the perfect day to get out there and launch a coordinated 17 hour attack against the sun who\u2019s with&nbsp;me<\/p>\u2014 MoonPie (@MoonPie) <a href=\"https:\/\/twitter.com\/MoonPie\/status\/1539011646936469504?ref_src=twsrc%5Etfw\">June 20,&nbsp;2022<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>Advertising products also&nbsp;works:&nbsp;<\/p>\n\n\n\n<blockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/Ckely4kvoUh\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/Ckely4kvoUh\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\" rel=\"noopener\"> <div style=\" display: flex; flex-direction: row; align-items: center;\"> <div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div><\/div><\/div><div style=\"padding: 19% 0;\"><\/div> <div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewBox=\"0 0 60 60\" version=\"1.1\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\" \/><\/g><\/g><\/g><\/svg><\/div><div style=\"padding-top: 8px;\"> <div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">View this post on Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/p\/Ckely4kvoUh\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\" rel=\"noopener\">A post shared by FENTY BEAUTY BY RIHANNA (@fentybeauty)<\/a><\/p><\/div><\/blockquote> <script async src=\"\/\/www.instagram.com\/embed.js\"><\/script>\n\n\n\n<p>Demonstrating value is something fans want to see from their favorite brands:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">One more time for the people in the back \u2013 we think these <a href=\"https:\/\/twitter.com\/hashtag\/VWUnwrittenRules?src=hash&amp;ref_src=twsrc%5Etfw\">#VWUnwrittenRules<\/a> are great! What are some of your Unwritten Rules of the Road? <a href=\"https:\/\/t.co\/OPv0eUa0DG\">pic.twitter.com\/OPv0eUa0DG<\/a><\/p>\u2014 Volkswagen (@VW) <a href=\"https:\/\/twitter.com\/VW\/status\/1583180845833400320?ref_src=twsrc%5Etfw\">October 20,&nbsp;2022<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>Last but not least, one of the best ways to use social media for businesses\u2026 user-generated content:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1193\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/8-ugc-example.jpg\" alt=\"Example of user-generated content on social media\" class=\"wp-image-149854\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/8-ugc-example.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/8-ugc-example-680x406.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/8-ugc-example-768x458.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/8-ugc-example-1536x917.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><figcaption class=\"wp-element-caption\">Users\u2019 photos made with GoPro published on the company\u2019s Pinterest profile.<\/figcaption><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Pros and&nbsp;cons<\/h4>\n\n\n\n<table id=\"tablepress-259\" class=\"tablepress tablepress-id-259 tablepress-responsive tablepress-ahrefs-width-full\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Pros<\/th><th class=\"column-2\">Cons<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Allows you to interact directly with your audience.<\/td><td class=\"column-2\">Makes you vulnerable to negative comments and \u201ctrolls.\u201d<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Taps into massive audiences gathered around social media platforms.<\/td><td class=\"column-2\">Depending on the social media platform, keeping consistent results may become resource-heavy.<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">Enhances customer support.<\/td><td class=\"column-2\">Decreasing organic reach on popular social media platforms.<\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">Allows you to run highly targeted ad campaigns.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<tr class=\"row-6 even\">\n\t<td class=\"column-1\">Can induce brand loyalty.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-259 from cache -->\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><em><a href=\"https:\/\/ahrefs.com\/blog\/ahrefs-twitter-marketing-strategy\/\">Ahrefs\u2019 Twitter Marketing Strategy: Here\u2019s How We Do It<\/a>&nbsp;<\/em><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Video marketing\" data-section=\"video-marketing\">\n\n\n\n<h3 class=\"wp-block-heading\">3. Video marketing&nbsp;<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>This marketing channel allows you to distribute content and ads in a video format.<\/p>\n\n\n\n<p>Does video marketing work? These stats seem to speak for themselves:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>70% of viewers bought from a brand after seeing it on YouTube (<a href=\"https:\/\/blog.google\/products\/ads\/new-ways-to-drive-action\/\">Google<\/a>).<\/li>\n\n\n\n<li>96% of people have watched an explainer video to learn more about a product or service (<a href=\"https:\/\/www.wyzowl.com\/video-marketing-statistics\/\">Wyzowl<\/a>).<\/li>\n<\/ul>\n\n\n\n<p>Basically, video marketing is about two things:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Taking advantage of a highly engaging content format.<\/strong> Video can make such a difference compared to other formats that focusing on this kind of content has become a distinct type of marketing.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><strong>Taking advantage of video-first platforms like YouTube and TikTok<\/strong>. These platforms have such a big audience that it makes sense for many brands to create videos just to be there. Plus, content can reach thousands of people without spending anything on&nbsp;ads.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Example&nbsp;<\/h4>\n\n\n\n<p>The great thing about video is that platforms like YouTube have their own distribution mechanisms, which can bring your content to thousands of people for free (of course, you can boost that with some budget too).&nbsp;<\/p>\n\n\n\n<p>We use this channel on a regular basis, and we\u2019ve even made a video on how to rank videos #1:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube\"><div style=\"display: contents;\">\n\n<div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-nh0mdbfedva\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-nh0mdbfedva\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/Nh0mDbfEdVA?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/Nh0mDbfEdVA?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n<\/div><\/figure>\n\n\n\n<p>Moreover, you can repurpose videos and create \u201cpackages\u201d\u2014like a full-blown Academy. It also works the other way around: start with a course and share it or parts of it on YouTube.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1095\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/10-yt-videos-repurposed-to-course.png\" alt=\"YouTube videos repurposed for an entire course\" class=\"wp-image-149858\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/10-yt-videos-repurposed-to-course.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/10-yt-videos-repurposed-to-course-680x372.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/10-yt-videos-repurposed-to-course-768x421.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/10-yt-videos-repurposed-to-course-1536x841.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Pros and&nbsp;cons<\/h4>\n\n\n\n<table id=\"tablepress-260\" class=\"tablepress tablepress-id-260 tablepress-responsive tablepress-ahrefs-width-full\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Pros<\/th><th class=\"column-2\">Cons<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">A picture paints a thousand words. If your product is easier to show than explain, this channel is the way to&nbsp;go.<\/td><td class=\"column-2\">Can be quite resource-heavy (time, people, money).<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Can be more engaging than written content; video is great at grabbing attention.<\/td><td class=\"column-2\">Harder to update than written content.<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">Can be repurposed and distributed on various platforms.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-260 from cache -->\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/video-marketing\/\">The Simple (But Complete) Guide to Video Marketing<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Advertising\" data-section=\"advertising\">\n\n\n\n<h2 class=\"wp-block-heading\">4. Advertising&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Advertising is about paying media outlets that have access to your audience to display your message near or instead of regular content.&nbsp;<\/p>\n\n\n\n<p>Digital advertising is the same idea transplanted to the internet (aka paid traffic or paid&nbsp;media).<\/p>\n\n\n\n<p>Ads are typically used to directly promote a product or service but they can be effective in promoting content, too. In fact, most B2B and B2C marketers use ads this way (<a href=\"https:\/\/ahrefs.com\/blog\/content-marketing-statistics\/#:~:text=67%25)%20use%20paid%20content%20distribution%20channels%20(-,CMI,-).\">67%<\/a> and <a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/01\/b2c-2022-research-r3-1.pdf\">78%<\/a>, respectively).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Example&nbsp;<\/h4>\n\n\n\n<p>Why pay for ads when there are free traffic channels like search and social media? Especially when ads have such a bad reputation?&nbsp;<\/p>\n\n\n\n<p>It\u2019s all about the creative you use and the targeting.<\/p>\n\n\n\n<p>Some ads can be simply irresistible because they dominate the space, such as this \u201cStranger Things\u201d Ad:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1045\" height=\"1568\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/12-stranger-things-ad-on-building.jpg\" alt=\"&quot;Stranger Things&quot; ad on building\" class=\"wp-image-149861\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/12-stranger-things-ad-on-building.jpg 1045w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/12-stranger-things-ad-on-building-283x425.jpg 283w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/12-stranger-things-ad-on-building-768x1152.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/12-stranger-things-ad-on-building-1024x1536.jpg 1024w\" sizes=\"auto, (max-width: 1045px) 100vw, 1045px\"><figcaption class=\"wp-element-caption\">Source: <a href=\"https:\/\/www.netflix.com\/tudum\/articles\/empire-state-building-lights-stranger-things\">Netflix<\/a>.<\/figcaption><\/figure>\n\n\n\n<p>Some are genuinely entertaining, such as the <a href=\"https:\/\/adage.com\/SuperBowl2022Commercials\">Super Bowl half-time commercials<\/a>.&nbsp;<\/p>\n\n\n\n<p>Some ads are just so well-targeted that it makes you wonder whether they\u2019re still&nbsp;legal.&nbsp;<\/p>\n\n\n\n<p>And unlike free traffic channels, you can simply outspend the competition instead of building authority, backlinks, or a following.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Pros and&nbsp;cons&nbsp;<\/h4>\n\n\n\n<table id=\"tablepress-261\" class=\"tablepress tablepress-id-261 tablepress-responsive tablepress-ahrefs-width-full\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Pros<\/th><th class=\"column-2\">Cons<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Fast way to get results.<\/td><td class=\"column-2\">Suffers from syndromes like ad fatigue and banner blindness.<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Allows for precise targeting.<\/td><td class=\"column-2\">Increasing use of ad blocks and default third-party cookies blocking by web browsers.<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">Can be used to promote anything: product, content, or the brand itself.<\/td><td class=\"column-2\">Bad ads can compromise your&nbsp;brand.<\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">Easy to measure, control, and&nbsp;scale.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<tr class=\"row-6 even\">\n\t<td class=\"column-1\">Wide range of ad formats and advertising platforms.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-261 from cache -->\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/online-advertising\/\">All You Need to Know About Online Advertising (Done Simply)<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/seo-vs-ppc\/\">SEO vs. PPC: Differences, Pros, Cons, &amp; Which to Choose<\/a>&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"5. Email marketing\" data-section=\"email-marketing\">\n\n\n\n<h2 class=\"wp-block-heading\">5. Email<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Email marketing is a way to send messages directly to the email inboxes of potential customers. These messages can encourage quick actions like redeeming a discount code or help build a lasting connection with your brand through content.&nbsp;<\/p>\n\n\n\n<p>To communicate with your audience, you can create your own list of email addresses, for example by having people sign up for a newsletter, or you can pay to include your messages in someone else\u2019s newsletter.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Example&nbsp;<\/h4>\n\n\n\n<p>Some brands use this channel solely to \u201cseal the deal.\u201d They spend so much on brand awareness and product marketing elsewhere that all they need is a nudge sent directly to an inbox (my inbox, in this example).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"674\" height=\"544\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/14-vans-email-campaigns.png\" alt=\"Email marketing from Vans\" class=\"wp-image-149865\" style=\"width:506px;height:408px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/14-vans-email-campaigns.png 674w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/14-vans-email-campaigns-527x425.png 527w\" sizes=\"auto, (max-width: 674px) 100vw, 674px\"><figcaption class=\"wp-element-caption\">We all have our favorite brands. They just need to email us from time to time to sell us stuff. No need to preach to the converted.<\/figcaption><\/figure>\n\n\n\n<p>Brands we know little about will need more touch points and do more soft-selling beforehand. The conversation usually starts with signing up for a free resource, like in the example below.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1100\" height=\"444\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-12.png\" alt=\"Example of a lead nurturing workflow.\" class=\"wp-image-170297\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-12.png 1100w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-12-680x274.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-12-768x310.png 768w\" sizes=\"auto, (max-width: 1100px) 100vw, 1100px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Pros and&nbsp;cons<\/h4>\n\n\n\n<table id=\"tablepress-262\" class=\"tablepress tablepress-id-262 tablepress-responsive tablepress-ahrefs-width-full\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Pros<\/th><th class=\"column-2\">Cons<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Can be highly personalized and segmented.<\/td><td class=\"column-2\">Takes time to organically (and legally) build a quality email&nbsp;list.<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Fast way to directly reach your collected audience.<\/td><td class=\"column-2\">If you overdo it, you can break email marketing legislation (GDPR, CAN-SPAM).<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">An affordable way to run lead nurturing and e-commerce campaigns.<\/td><td class=\"column-2\">It\u2019s challenging to break through hundreds of other emails and get attention.<\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">Easy to measure.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-262 from cache -->\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/grow-email-list\/\">8 Easy (But Effective) Ways to Grow Your Email&nbsp;List<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"6. Sponsorship\" data-section=\"sponsorship\">\n\n\n\n<h2 class=\"wp-block-heading\">6. Sponsorship&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Sponsorship in marketing involves providing financial or material support to an event, individual, or organization, in exchange for opportunities to advertise and promote its brand or products.<\/p>\n\n\n\n<p>Specifically, it\u2019s used for two kinds of goals: increasing brand awareness and shaping brand image (i.e., gaining customers\u2019 trust).&nbsp;<\/p>\n\n\n\n<p>Sponsorship works best if the cause\/person you fund is something\/someone that your target audience cares about \u2014 for example, an event attended by your audience.&nbsp;<\/p>\n\n\n\n<p>Is sponsorship a popular way to do marketing? If you look at it globally, <a href=\"https:\/\/www.statista.com\/statistics\/196864\/global-sponsorship-spending-since-2007\/\">the spending from 2007 to 2018<\/a> was on a steady rise.&nbsp;<\/p>\n\n\n\n<p>Most probably, the stats are inflated by big brands sponsoring sports. But small and medium brands can engage in sponsorships too, e.g., niche magazines, industry events, or influential content creators.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Example&nbsp;<\/h4>\n\n\n\n<p>Watch an FC Barcelona game, and you\u2019ll see and hear \u201cSpotify\u201d a thousand times. The logo is literally on every player, and its home stadium\u2019s name starts with \u201cSpotify.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"717\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/17-sport-sponsorship-example.png\" alt=\"Sports sponsorship example\" class=\"wp-image-149871\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/17-sport-sponsorship-example.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/17-sport-sponsorship-example-680x244.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/17-sport-sponsorship-example-768x275.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/17-sport-sponsorship-example-1536x551.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Pros and&nbsp;cons&nbsp;<\/h4>\n\n\n\n<table id=\"tablepress-263\" class=\"tablepress tablepress-id-263 tablepress-responsive tablepress-ahrefs-width-full\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Pros<\/th><th class=\"column-2\">Cons<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Can greatly increase brand awareness in a short&nbsp;time.<\/td><td class=\"column-2\">Limited control. Risk of unwanted brand associations if you sponsor the wrong event or person.<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Can raise your company\u2019s profile.<\/td><td class=\"column-2\">ROI may be hard to measure.<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">Sometimes allows for precise targeting.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">An opportunity for personal engagement with your target audience and others in the industry.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-263 from cache -->\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"7. Conversational marketing\" data-section=\"conversational-marketing\">\n\n\n\n<h2 class=\"wp-block-heading\">7. Conversational marketing&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Conversational marketing refers to real-time conversations with potential and current customers through live chats, chatbots, messaging apps, and social media.&nbsp;<\/p>\n\n\n\n<p>This channel steps away from the standard routine of navigating through several web pages for information or services. Instead, the user can simply ask for&nbsp;it.&nbsp;<\/p>\n\n\n\n<p>What\u2019s more, it seems to be effective:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>79% of companies say that live chat has had positive results for customer loyalty, sales, and revenue (<a href=\"https:\/\/kayako.com\/live-chat-software\/statistics\/\">Kayako<\/a>).<\/li>\n\n\n\n<li>82% of companies that use AI conversational marketing solutions find them to be a valuable asset in their strategy (<a href=\"https:\/\/www.drift.com\/books-reports\/conversational-marketing-trends\/\">Drift<\/a>).&nbsp;<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Example&nbsp;<\/h4>\n\n\n\n<p>The way brands usually use chatbots (aka virtual assistants) is&nbsp;to:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Answer basic and frequent questions.<\/li>\n\n\n\n<li>Qualify leads.<\/li>\n\n\n\n<li>Schedule a meeting with an&nbsp;agent.&nbsp;<\/li>\n\n\n\n<li>Promote specific content.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Here\u2019s a sample from <a href=\"https:\/\/www.drift.com\/\">Drift<\/a>:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1116\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/19-chatbot-example.png\" alt=\"Chatbot example\" class=\"wp-image-149874\" style=\"width:543px;height:837px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/19-chatbot-example.png 724w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/19-chatbot-example-276x425.png 276w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Pros and&nbsp;cons<\/h4>\n\n\n\n<table id=\"tablepress-264\" class=\"tablepress tablepress-id-264 tablepress-responsive tablepress-ahrefs-width-full\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Pros<\/th><th class=\"column-2\">Cons<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Chatbots can engage simultaneously with a limitless number of customers.<\/td><td class=\"column-2\">Bad conversation experiences can frustrate your prospects and compromise your&nbsp;brand.<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">More convenience for the customer.<\/td><td class=\"column-2\">Prepare to get all kinds of questions you weren\u2019t necessarily prepared for.<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">More engaging than typical website visits.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">Can be used as a lead-generation tool.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-264 from cache -->\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"8. Word of mouth\" data-section=\"word-of-mouth\">\n\n\n\n<h2 class=\"wp-block-heading\">8. Word of&nbsp;mouth<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Word-of-mouth marketing (WoMM) is the process of influencing and encouraging natural discussions about a product, service, or company. In other words, it\u2019s about giving people a reason to&nbsp;talk.<\/p>\n\n\n\n<p>Is word of mouth effective?&nbsp;<\/p>\n\n\n\n<p>Well, it\u2019s probably one of the most effective marketing channels because people tend to trust other people more than brands. According to a study by <a href=\"https:\/\/www.brightlocal.com\/research\/local-consumer-review-survey\/\">BrightLocal<\/a>, 91% of people regularly or occasionally read online reviews, and 84% trust online reviews as much as a personal recommendation.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Example&nbsp;<\/h4>\n\n\n\n<p>WoMM is powerful enough to get a company off the ground and keep it on a sustainable growth path.&nbsp;<\/p>\n\n\n\n<p>We should know. Ahrefs started over 10 years ago with 0 marketing budget and no marketing personnel. What got us <a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/2-ways-to-get-to-%24100m-in-arr-tim-soulo-cmo-ahrefs\/id1604632853?i=1000548951055\">where we are today<\/a> was largely thanks to WoM: recommendations from users and positive reviews.&nbsp;<\/p>\n\n\n\n<p>WoM may not be as easy to measure as advertising or SEO, but more often than not, you will find traces of conversations about your brand. For instance, here\u2019s Ahrefs mentioned in a popular industry poll.<\/p>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"860\" height=\"944\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/21-seo-industry-poll.png\" alt=\"SEO industry poll\" class=\"wp-image-149878\" style=\"width:516px;height:566px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/21-seo-industry-poll.png 860w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/21-seo-industry-poll-387x425.png 387w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/21-seo-industry-poll-768x843.png 768w\" sizes=\"auto, (max-width: 860px) 100vw, 860px\"><figcaption class=\"wp-element-caption\">And here\u2019s another form of WoM \u2014 a person subscribed to Ahrefs because their friend recommended it.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1512\" height=\"888\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/22-word-of-mouth-example.jpg\" alt=\"Word of mouth example\" class=\"wp-image-149880\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/22-word-of-mouth-example.jpg 1512w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/22-word-of-mouth-example-680x399.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/22-word-of-mouth-example-768x451.jpg 768w\" sizes=\"auto, (max-width: 1512px) 100vw, 1512px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Pros and&nbsp;cons<\/h4>\n\n\n\n<table id=\"tablepress-265\" class=\"tablepress tablepress-id-265 tablepress-responsive tablepress-ahrefs-width-full\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Pros<\/th><th class=\"column-2\">Cons<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Grows brand awareness and sales without ad&nbsp;spend.<\/td><td class=\"column-2\">Hard to influence, impossible to control.<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Builds a community around your brand and product\/service.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">Positive WOM greatly increases brand equity.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-265 from cache -->\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/word-of-mouth-marketing\/\">Word-of-Mouth Marketing: A Simple Tried &amp; Tested Guide<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"9. Podcasts\" data-section=\"podcasts\">\n\n\n\n<h2 class=\"wp-block-heading\">9. Podcasts&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Podcasting allows brands to connect with audiences through engaging audio content. It\u2019s a platform for storytelling and sharing insights, offering a personal touch that can align closely with listener interests.<\/p>\n\n\n\n<p>Podcasts seem to be a growing channel in terms of audience and ad&nbsp;spend:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Podcast ad spending in the U.S. is expected to reach $2.56B in 2024, a 16.3 percentage points increase from 2023. (<a href=\"https:\/\/www.statista.com\/statistics\/610071\/podcast-ad-spending-us\/\">Statista<\/a>)<\/li>\n\n\n\n<li>There are more than <a href=\"https:\/\/nealschaffer.com\/podcast-statistics\/\">850,000 active podcasts<\/a> today.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Example&nbsp;<\/h4>\n\n\n\n<p>Let\u2019s take a quick look at three ways brands use podcasts today.&nbsp;<\/p>\n\n\n\n<p>The first, and probably the most popular way, is being interviewed on a podcast or co-hosting one. The brand and\/or the product gets to be featured in a natural way throughout the conversation.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1996\" height=\"1198\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/24-brands-in-podcasts-1.jpg\" alt=\"Brand in a podcast\" class=\"wp-image-149884\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/24-brands-in-podcasts-1.jpg 1996w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/24-brands-in-podcasts-1-680x408.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/24-brands-in-podcasts-1-768x461.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/24-brands-in-podcasts-1-1536x922.jpg 1536w\" sizes=\"auto, (max-width: 1996px) 100vw, 1996px\"><\/figure>\n\n\n\n<p>The second way, and also a very popular option, is to sponsor a podcast. The audience gets acquainted with the brand through advertisements inside the podcast and\/or brand identification near the content (like in the example below).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1428\" height=\"706\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/25-brands-in-podcasts-2.jpg\" alt=\"Brand in a podcast\" class=\"wp-image-149886\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/25-brands-in-podcasts-2.jpg 1428w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/25-brands-in-podcasts-2-680x336.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/25-brands-in-podcasts-2-768x380.jpg 768w\" sizes=\"auto, (max-width: 1428px) 100vw, 1428px\"><\/figure>\n\n\n\n<p>The last way a brand becomes engaged in podcasts is by creating its own series. Products are rarely featured; the focus is on memorable experiences delivered through carefully targeted content. This way, the brand can earn positive associations, differentiate, and give their audience a reason to come back to the website on a regular basis.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1576\" height=\"842\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/26-brands-in-podcasts-3.jpg\" alt=\"Brand in a podcast\" class=\"wp-image-149888\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/26-brands-in-podcasts-3.jpg 1576w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/26-brands-in-podcasts-3-680x363.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/26-brands-in-podcasts-3-768x410.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/26-brands-in-podcasts-3-1536x821.jpg 1536w\" sizes=\"auto, (max-width: 1576px) 100vw, 1576px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Pros and&nbsp;cons<\/h4>\n\n\n\n<table id=\"tablepress-266\" class=\"tablepress tablepress-id-266 tablepress-responsive tablepress-ahrefs-width-full\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Pros<\/th><th class=\"column-2\">Cons<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Builds brand awareness.<\/td><td class=\"column-2\">Limited control over the outcome.<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Engages your audience and builds credibility.<\/td><td class=\"column-2\">Can be quite resource-heavy (time, people, money).<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">Builds loyalty and retention.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">Can be distributed on multiple platforms.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<tr class=\"row-6 even\">\n\t<td class=\"column-1\">An opportunity to create multiple content types in one go (e.g., podcast, video, blog&nbsp;post).<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<tr class=\"row-7 odd\">\n\t<td class=\"column-1\">Offers quite precise targeting.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-266 from cache -->\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/podcast-advertising\/\">Podcast Advertising: $51,975 Spent. Here\u2019s What We Learned<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/best-marketing-podcasts\/\">12 Marketing Podcasts Worth Your Time<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"10. Events\" data-section=\"events\">\n\n\n\n<h2 class=\"wp-block-heading\">10. Events<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Whereas other marketing channels are used to <em>communicate<\/em> with the audience, events are more about <em>meeting<\/em> with the audience.&nbsp;<\/p>\n\n\n\n<p>Event marketing can be done online and offline but also in a hybrid model. However, in-person events allow for evoking stronger emotions and more convenient networking.&nbsp;<\/p>\n\n\n\n<p>But can you rely on the in-person formula only? Probably not. Half of marketers and advertisers predict all future events will have a virtual dimension (<a href=\"https:\/\/www.marketingcharts.com\/cross-media-and-traditional\/trade-shows-and-events-traditional-and-cross-channel-113634\">MarketingCharts<\/a>).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Example&nbsp;<\/h4>\n\n\n\n<p>Here are the most common types of events used in marketing.&nbsp;<\/p>\n\n\n\n<p><strong>Trade shows<\/strong> are organized around products and technologies. Usually business-oriented, with the goal of networking and generating leads.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1932\" height=\"1282\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/28-formnext-event-marketing.jpg\" alt=\"Formnext, example of event marketing\" class=\"wp-image-149892\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/28-formnext-event-marketing.jpg 1932w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/28-formnext-event-marketing-640x425.jpg 640w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/28-formnext-event-marketing-768x510.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/28-formnext-event-marketing-1536x1019.jpg 1536w\" sizes=\"auto, (max-width: 1932px) 100vw, 1932px\"><figcaption class=\"wp-element-caption\">Formnext, an additive&nbsp;manufacturing trade show. Business, business, business.<\/figcaption><\/figure>\n\n\n\n<p><strong>Conferences.<\/strong> Organized around ideas or technologies. The focus is on exchanging knowledge, entertainment, and networking. Often have a laid-back atmosphere with a mixed agenda. They are the most \u201copen\u201d of all&nbsp;types.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1249\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/29-inbound-2022-event-marketing.png\" alt=\"Inbound 2022, event marketing example\" class=\"wp-image-149894\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/29-inbound-2022-event-marketing.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/29-inbound-2022-event-marketing-680x425.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/29-inbound-2022-event-marketing-768x480.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/29-inbound-2022-event-marketing-1536x960.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><figcaption class=\"wp-element-caption\">HubSpot\u2019s Inbound landing page. Learn, meet friends, eat well. Like in&nbsp;life.<\/figcaption><\/figure>\n\n\n\n<p><strong>Seminars and workshops.<\/strong> Focused on exchanging ideas and experiences. Usually smaller in size and organized for a small number of people.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1125\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/30-seo-workshop-event-marketing.png\" alt=\"SEO workshop at Digisemestr\" class=\"wp-image-149896\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/30-seo-workshop-event-marketing.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/30-seo-workshop-event-marketing-680x383.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/30-seo-workshop-event-marketing-768x432.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/30-seo-workshop-event-marketing-1536x864.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><figcaption class=\"wp-element-caption\">Michal Pec\u00e1nek, running a workshop on SEO for students of Digisemestr.<\/figcaption><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Pros and&nbsp;cons<\/h4>\n\n\n\n<table id=\"tablepress-267\" class=\"tablepress tablepress-id-267 tablepress-responsive tablepress-ahrefs-width-full\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Pros<\/th><th class=\"column-2\">Cons<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Can raise your company\u2019s profile.<\/td><td class=\"column-2\">Expensive and resource-heavy.<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">An opportunity for publicity.<\/td><td class=\"column-2\">Hard to organize.<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">Depending on your industry, can be a valuable source of&nbsp;leads.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">Develops deeper relationships with customers and business partners.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<tr class=\"row-6 even\">\n\t<td class=\"column-1\">Brand exposure in a precisely profiled audience.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-267 from cache -->\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/seo-for-events\/\">A Simple SEO Guide for Successful Event Marketing<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"11. Affiliate marketing\" data-section=\"affiliate-marketing\">\n\n\n\n<h2 class=\"wp-block-heading\">11. Affiliate marketing&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Affiliate marketing is where people promote another company\u2019s product or service in return for a commission on generated sales.<\/p>\n\n\n\n<p>The party promoting the product is called the affiliate, and the brand delivering the product is the merchant. Often, there is also a middleman connecting the parties called the <a href=\"https:\/\/ahrefs.com\/blog\/affiliate-marketing-programs\/\">network or program<\/a> (e.g., ShareASale or GiddyUp).<\/p>\n\n\n\n<p>A commission is typically a percentage of the sale price but can occasionally be a fixed amount.&nbsp;<\/p>\n\n\n\n<p>All those fractional commissions and percentages add up to a huge business. According to <a href=\"https:\/\/influencermarketinghub.com\/affiliate-marketing-report\/\">Influencer Marketing Hub<\/a>, this industry is set to grow to approximately $15.7 billion globally by&nbsp;2024.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Example&nbsp;<\/h4>\n\n\n\n<p><a href=\"https:\/\/mastering.com\/home-studio-setup\/\">This article<\/a> by Mastering.com lists eight studio setup essentials and links to products using affiliate links.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2012\" height=\"794\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/affiliate-marketing-example.jpg\" alt=\"Affiliate marketing example.\" class=\"wp-image-170320\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/affiliate-marketing-example.jpg 2012w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/affiliate-marketing-example-680x268.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/affiliate-marketing-example-768x303.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/affiliate-marketing-example-1536x606.jpg 1536w\" sizes=\"auto, (max-width: 2012px) 100vw, 2012px\"><figcaption class=\"wp-element-caption\">The highlighted&nbsp;links are affiliate links.<\/figcaption><\/figure>\n\n\n\n<p>Products mentioned in this one article alone can get a part of that over 10,000 organic traffic (and other traffic sources too).&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1312\" height=\"514\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-13.png\" alt=\"Organic traffic to an article with affiliate links.\" class=\"wp-image-170310\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-13.png 1312w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-13-680x266.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-13-768x301.png 768w\" sizes=\"auto, (max-width: 1312px) 100vw, 1312px\"><\/figure>\n\n\n\n<p>At its best, affiliate marketing is a win-win for all parties involved, including consumers. Affiliates earn commissions on their work testing products (sometimes) and putting up the content, merchants get exposure to qualified audiences via trusted partners, and consumers don\u2019t need to spend so much time researching products on their&nbsp;own.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Pros and&nbsp;cons<\/h4>\n\n\n\n<table id=\"tablepress-268\" class=\"tablepress tablepress-id-268 tablepress-responsive tablepress-ahrefs-width-full\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Pros<\/th><th class=\"column-2\">Cons<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Low risk.<\/td><td class=\"column-2\">Can damage your reputation if you team up with the wrong affiliates.<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Low entry barrier.<\/td><td class=\"column-2\">Very little or no control over how affiliates present your product.<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">Based on performance with little to no upfront costs.<\/td><td class=\"column-2\">Chance of fraud on the affiliates\u2019 end.<\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">Affiliate networks make this channel simple to&nbsp;use.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<tr class=\"row-6 even\">\n\t<td class=\"column-1\">Can be a source of qualified traffic.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<tr class=\"row-7 odd\">\n\t<td class=\"column-1\">Some affiliates actually make the internet a better place, and you get to support them.<\/td><td class=\"column-2\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-268 from cache -->\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/affiliate-marketing\/\">Affiliate Marketing For Beginners: What It Is + How to Succeed<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"12. Influencer marketing\" data-section=\"influencer-marketing\">\n\n\n\n<h3 class=\"wp-block-heading\">12. Influencer marketing&nbsp;<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Influencer marketing involves partnering with people who have an active, sizable audience (usually on social media) and the ability to influence their audience in order to promote your brand, products, or services.&nbsp;<\/p>\n\n\n\n<p>Influencers have dedicated followers who often trust their recommendations (<a href=\"https:\/\/morningconsult.com\/influencer-report-engaging-gen-z-and-millennials\/\">72% of Gen Z and Millennials<\/a> follow influencers), giving the brand a human voice and a relatable face.&nbsp;<\/p>\n\n\n\n<p>Influencer marketing is similar to affiliate marketing in the sense that you also pay someone to create content that will give you access to their audience. But here, you usually work with a handful of carefully selected creators, and you pay on a contract or campaign basis.<\/p>\n\n\n\n<p>That said, some influencers accept other forms of compensation: a giveaway for the audience, a discount on the product, or a free product.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Example&nbsp;<\/h4>\n\n\n\n<p>To test this channel, we allocated a month\u2019s advertising budget ($200K) to&nbsp;it.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/twitter.com\/ahrefs\/status\/1463495813900820488\n<\/div><\/figure>\n\n\n\n<p>That budget allowed us to&nbsp;get:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>72 videos<\/li>\n\n\n\n<li>108 podcast episodes<\/li>\n\n\n\n<li>138 newsletter issues<\/li>\n\n\n\n<li>11 standalone projects and events<\/li>\n\n\n\n<li>9 blog articles<\/li>\n\n\n\n<li>7 social media campaigns<\/li>\n<\/ul>\n\n\n\n<p>These numbers refer to small to mid-size influencers with highly relevant audiences. From that point on, we started to regularly invest in this influencer marketing. We also learned that:<\/p>\n\n\n\n<p>You\u2019ll only get the hang of this tactic by diving in and doing it. I mean, your best prospects will probably come through references, which will come to you as you go. Also, a good content creator won\u2019t necessarily make a good partner. You need to do due diligence and invest in those who are willing to invest their time in&nbsp;you.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Pros and&nbsp;cons<\/h4>\n\n\n\n<table id=\"tablepress-269\" class=\"tablepress tablepress-id-269 tablepress-responsive tablepress-ahrefs-width-full\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Pros<\/th><th class=\"column-2\">Cons<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Direct access to engaged audiences.<\/td><td class=\"column-2\">Can get expensive quickly.<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Authentic promotion from trusted personalities.<\/td><td class=\"column-2\">Risk of association with influencer missteps.<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\">Challenges in measuring direct ROI from campaigns.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-269 from cache -->\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/influencer-marketing\/\">Influencer Marketing: Definition, Examples, and Tactics<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"FAQ\" data-section=\"faq\">\n\n\n\n<h2 class=\"wp-block-heading\">FAQ<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Frequently asked questions about marketing channels.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is the best marketing channel?<\/h3>\n\n\n\n<p>It\u2019s very unlikely for a brand, and definitely not optimal, to use just one marketing channel. Brands usually try to be present in as many channels as possible, as this increases reach and convenience to customers.<\/p>\n\n\n\n<p>That said, it\u2019s common to put more weight on one channel or a small set of channels. For example, at Ahrefs, we focus on organic search and video marketing because those channels can serve the entire <a href=\"https:\/\/ahrefs.com\/blog\/marketing-funnels\/\">marketing funnel<\/a> at the same&nbsp;time.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What\u2019s the difference between multichannel and omnichannel marketing?&nbsp;<\/h3>\n\n\n\n<p>Omnichannel marketing is about using all available channels to attract and serve customers, providing a seamless experience. For example, Ikea allows you to purchase products in stores, online, through an app, by phone, etc.<\/p>\n\n\n\n<p>Whereas in multichannel marketing, not all channels are utilized or integrated. For example, I bought a wardrobe online recently, and the shop sent me text messages about the status of the order, but I couldn\u2019t use the same channel to respond.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How are marketing channels different in B2B than in&nbsp;B2C?<\/h3>\n\n\n\n<p>B2B and B2C brands invest in the same channels (according to <a href=\"https:\/\/www.hubspot.com\/state-of-marketing\">HubSpot<\/a>). However, the way they use the channels may differ.&nbsp;<\/p>\n\n\n\n<p>B2C brands usually use these channels to offer entertainment and directly impact sales. B2B brands focus more on educating prospects and forming long-lasting relations.&nbsp;<\/p>\n\n\n\n<p>These types of brands may also find some types of content or platforms more suitable for them. For example, B2C brands typically don\u2019t publish case studies, and B2B brands find LinkedIn more effective.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What\u2019s the difference between marketing channels and distribution channels?<\/h3>\n\n\n\n<p>Distribution channels are the means by which products or services are made available to a consumer (e.g., directly via a brand\u2019s website or through resellers), whereas marketing channels are the means by which products and services are communicated to the consumer.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts&nbsp;<\/h2>\n\n\n\n<p>Multichannel marketing and omnichannel marketing seem to be the way to go these days. More channels mean more convenience for your customers, more prospects reached, and more ROI for your company.<\/p>\n\n\n\n<p>To make the best use of your channels, it\u2019s a good idea to keep your brand\u2019s messaging consistent across all media; marketers call it <a href=\"https:\/\/ahrefs.com\/blog\/imc\/\">integrated marketing communications<\/a>.&nbsp;<br>Got questions? Ping me <a href=\"https:\/\/twitter.com\/m_makosiewicz\">on X<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; On the one hand, marketing channels allow you to promote your business so that you can get more customers. On the other, they act as places where people can find you, learn more, and reach out to&nbsp;you. Marketing channels<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":159,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[412],"class_list":["post-149722","post","type-post","status-publish","format-standard","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing Channels: 12 Key Options With Pros and Cons<\/title>\n<meta name=\"description\" content=\"An overview of commonly used marketing channels. Learn what they are about, how they are used, and what they are best at.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/marketing-channels\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Channels: 12 Key Options With Pros and Cons\" \/>\n<meta property=\"og:description\" content=\"Short and sweet intros to the channels you need to know.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/marketing-channels\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-12-21T16:20:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-12-22T09:21:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/how-marketing-channels-work-2.png\" \/>\n<meta name=\"author\" content=\"Mateusz Makosiewicz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Short and sweet intros to the channels you need to know.\" \/>\n<meta name=\"twitter:creator\" content=\"@m_makosiewicz\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-channels\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-channels\\\/\"},\"author\":{\"name\":\"Mateusz Makosiewicz\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/c7e64c851ecc4eabb77eaefae90a440c\"},\"headline\":\"Marketing Channels: 12 Key Options With Pros and&nbsp;Cons\",\"datePublished\":\"2023-12-21T16:20:21+00:00\",\"dateModified\":\"2023-12-22T09:21:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-channels\\\/\"},\"wordCount\":3959,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-channels\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/12\\\/marketing-channels-12-key-options-with-by-mateusz-makosiewicz-marketing.jpg\",\"articleSection\":[\"General Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-channels\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-channels\\\/\",\"name\":\"Marketing Channels: 12 Key Options With Pros and Cons\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-channels\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-channels\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/12\\\/how-marketing-channels-work-2.png\",\"datePublished\":\"2023-12-21T16:20:21+00:00\",\"dateModified\":\"2023-12-22T09:21:44+00:00\",\"description\":\"An overview of commonly used marketing channels. 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