Keeping current customers happy and consistently gaining new ones are the keys to sustained growth for any business. The best way to achieve both is by connecting with your target audience. While you can use many different channels to reach your ideal customer, you should concentrate on the ones that make the most sense for you and your business.
We asked a panel of Forbes Coaches Council members to tell us about the primary marketing channels they use and why they’re so effective. Experiment with their recommendations to see which ones produce the best results for your brand.
Members share the primary marketing channels they use and why.
Photos courtesy of the individual members.1. Email Newsletters
I created my own channel with email capture and communications. I first added leads from the community I had built through a course I taught at a local bank for 11 years. Now, as I niche down to solopreneurs, leads come from ads, LinkedIn, social media, online publications that I write for and speaking engagements. It's a list that I can turn into sales instantly—and have many times—generating between $6,000 and $30,000 from a single send. - Dodie Jacobi, The Consultant's Consultant™
2. Earned Media
Beyond reaching my target audience, it's even more important to be the "preferred choice" in their eyes. Elevating my authority in my subject area is key, so I seek marketing channels that authentically amplify my expertise. Earned media is a useful channel that provides structure for word-of-mouth marketing to happen. - Chuen Chuen Yeo, ACESENCE
3. D2C And B2B Channels
Direct-to-consumer and business-to-business channels help me reach the same audience. The direct channel is via social media and webinars to drive revenue. The B2B channel is where my target consumers source complimentary services. Partners are also places where my customer goes for information. Also, ask, "Who has the money to pay?" The graveyards are filled with broke target buyers. - Dana Manciagli, Job Search Master Class
4. LinkedIn
I use LinkedIn to reach people in my target market whom I don't yet know. However, most of my effort goes into deepening relationships with current colleagues and clients. I frequently ask them who else in their network they think it would be great for me to know. Then, I'll propose a joint lunch or coffee for all of us to connect. Most times, after a few laughs and a bit of sharing, I have made a new friend. - Karan Rhodes, Shockingly Different Leadership
Forbes Coaches Council is an invitation-only community for leading business and career coaches. Do I qualify?
5. Referral Marketing
People buy people. If your business is service-oriented, creating a personal connection is key. What separates you from the competition isn't just a superior service, but also the feeling that it leaves your customers with after the experience. Referral marketing is about the person who represents your brand and its values leveraging the power of trust to build those connections. - Jedidiah Alex Koh, Coaching Changes Lives
6. Facebook Posts
Organic posts on Facebook are my main source of leads. I regularly get 300 to 800 likes on my posts. I talk about subjects that are relevant to my target audience, and they share the information with their followers. Doing this has allowed me to lower my marketing budget while simultaneously reaching more people in my target demographic. - Ryan Stewman, Break Free Academy
7. Social Media Relationships
I use social media with a focus on building relationships, not sales. The world just became virtual, and whether you have a small ad budget or a huge one, you must aim for the biggest ROI. Social media is a big player right now, with potential customers using it to research, get referrals and make purchasing decisions. Choose your platform, commit to it, show up authentically and serve your audience. - Mari Carmen Pizarro, Whole Leadership Systems
8. Traditional Media
With the advent of social media and the always-on approach, the art of using traditional media for effective marketing has been lost. Leveraging a good interview or an article in a well-respected master brand is key to reaching your target audience. While it is traditional media, you can amplify it using social media. Being found or published on a good master brand will enhance your authority. - Kevin Kan, Break Out Consulting Asia
9. Taking Care Of Clients
I love Facebook and Instagram for inspiring prospects and keeping them engaged. Yet, the most profitable channel for my business is referrals. Doing good, quality work and taking care of your clients are some of the most profitable ways to draw in new prospects. Take care of your people; there's nothing more valuable. - Heather Murphy, Authentically: Business & Life Solutions
10. 'Connecting With 200'
The primary marketing channel I've used to grow and sustain my business has been "Connecting with 200." Harnessing the power of connection yields big dividends. Throughout the year, I consciously create deeper connections with each of the 200 people on this list by reaching out to them regularly to share resources and opportunities. People don't care how much you know until they know how much you care. - Lisa Marie Platske, Upside Thinking, Inc.
11. Word Of Mouth
In this era, the best marketing channel is the mouth of the customer. All customers need a reference before making a purchase, and the most reliable reference for them is an existing customer. So, give your customers an excellent experience, and most of the people they refer will be the right target customers. - Duong Nguyen, CEMpartner
12. The Channels My Customers Use
In order to grow and sustain your business, you must play in the same sandbox as your target audience. My tribe of women is on LinkedIn, but I've also created a group on Facebook, which allows me to engage more deeply with them, provide training and support and build meaningful relationships and credibility. This deeper level of engagement helps me equip my tribe with the tools they need to become my greatest marketing channel. - Carol Parker Walsh, Carol Parker Walsh Consulting, LLC
