Build Your Marketing Strategy: How to Pick Your Marketing Channels
- Kaili Rose
- Aug 26
- 4 min read
If you’ve ever Googled “how to market my business”, you’ve probably been overwhelmed by the endless options: social media, SEO, email marketing, Google Ads, networking, partnerships, podcasts — the list goes on. For small business owners, this flood of choices can feel less like opportunity and more like chaos. The truth is, not all marketing channels are alike, and the best marketing strategy for small business owners is not about using them all — it’s about choosing the right ones for you and optimizing them boldly.
And here’s the secret most people overlook: before you dive into any channel, your branding has to be rock solid. Without strong branding — a clear message, a consistent look, a voice that feels authentic — even the best tactic will fizzle. That’s why the smartest move you can make in marketing your business is to start with branding, then select channels that align with your audience, your goals, and your capacity.
In this blog, we’ll break down how to choose the right marketing channels, how to make the most of them, and why your branding is the foundation that holds it all together.
Why Branding Comes First
Every successful marketing strategy for small business starts with one thing: branding. If your brand isn’t clear, no channel will carry your message effectively. A strong brand gives you:
Clarity: You know what you stand for and who you serve.
Consistency: Every touchpoint looks and feels aligned.
Credibility: Customers trust businesses that show up polished and professional.
Without this foundation, you’ll waste time and money experimenting with channels that never really “click.” Invest in branding first — then amplify it through the right platforms.
Understanding Marketing Channels
Marketing channels are simply the ways you get your message in front of people. They can be owned (your website, email list), earned (PR, word-of-mouth), or paid (ads, sponsorships). Not all channels serve the same purpose. Some build awareness, some drive traffic, some nurture relationships, and others convert leads into paying customers. A smart strategy isn’t about being everywhere. It’s about being in the right places consistently.
How to Pick the Right Marketing Channels for You
When you’re ready to build a marketing strategy for your small business, here are the questions to ask:
Where is my audience? There’s no point pouring energy into TikTok if your ideal clients spend their time on LinkedIn. Think about who your audience is, and where they're most likely to spend their time online. Start there.
What content plays to my strengths? Hate video? Don’t start with YouTube. Great writer? Lean into blogging and newsletters.
What resources do I have? Time, money, and expertise all factor in. Choose channels you can sustain without burning out.
What’s my goal? Awareness, leads, or conversions? Each channel is better suited to one stage of the customer journey.
Optimizing Your Chosen Channels - build your marketing strategy
Once you’ve picked your marketing channels, the next step is optimization. Here’s how:
Website & SEO: Your website is your home base. Optimizing for SEO makes sure people searching for your services can find you.
Email Marketing: Still one of the highest ROI channels. Build your list, nurture it consistently, and deliver value.
Social Media: Pick 1–2 platforms you can manage well. Post consistently, engage authentically, and align content with your brand voice.
Networking & Local Chambers: For service-based small businesses, in-person credibility often outperforms digital ads.
Paid Ads: Great for driving traffic, but only once your branding and website are optimized to convert.
A Personal Reflection
When I first started out, I tried to be everywhere at once. Instagram, Facebook, blogging, email, networking — I spread myself so thin that nothing really worked. It wasn’t until I invested in my brand clarity and cut back to just two marketing channels that things started to click. By focusing my energy where my audience was and showing up consistently, I created momentum that felt sustainable instead of overwhelming. And that’s the difference branding makes: it turns “throwing spaghetti at the wall” into a clear, strategic path forward.
Common Mistakes to Avoid
Skipping branding: Don’t waste money on ads if your brand story isn’t clear.
Chasing trends: Just because everyone’s on TikTok doesn’t mean you should be.
Spreading too thin: Better to master one or two channels than do six poorly.
Inconsistency: A marketing channel only works if you show up regularly.
The Best Marketing for Business
The best marketing strategy for small business isn’t about doing everything. It’s about doing the right things, in the right places, with a clear and confident brand. Start by investing in branding — your website, your visuals, your voice, your story. Then choose the channels that match your audience and your strengths. Optimize them, commit to consistency, and watch how momentum builds.
This week, pick one channel that aligns with your strengths and audience, and commit to showing up consistently for the next 90 days.
Not sure where to start? The Ember Learning Channel gives you step-by-step guidance on branding, marketing, and choosing the right channels — with your first week free.
And if you’re feeling stuck, remember: you don’t have to do this alone. Working with a mindset coach for entrepreneurs can accelerate your growth, help you overcome roadblocks, and give you clarity for the long term. We also offer a free Spark program that gives you one-on-one time with our team. Explore mindset coaching for business owners in our platform, try out the Ember courses for free and discover how Rose + Ember can help you build the mindset that fuels your next level of success. Don’t forget to Subscribe to our emails for a weekly mindset download and all the inspiration you need to stay on track.
Comments