The range of digital marketing channels has never been greater, from established giants like Google and Meta to newer platforms like TikTok. However, having many options doesn't mean your business should be active everywhere. One of the most common mistakes we see is businesses spreading both their time and budget too thinly across too many channels, which rarely yields good results. The most important thing is not to be visible in as many places as possible, but to be visible where it truly makes sense for your particular business and your customers.
Google Ads – when the customer is already looking
Google Ads is a highly effective channel when potential customers are actively searching for the products or services you offer. This is especially true for industries where the need is specific and often urgent, such as tradespeople, solicitors, accountants and various clinics. The channel is also invaluable for hotels, restaurants and other local services where people are searching for nearby options. The advantage is that you reach the customer at the very moment their need is greatest, which results in high relevance and often strong conversion rates. However, if few people are searching for what you offer, for example because the product is brand new and unknown, Google can be a difficult channel to rely on alone.
Meta – create demand on Facebook and Instagram
Unlike Google, Meta's platforms, Facebook and Instagram, are ideal for building awareness and creating demand before the customer has started actively searching. Here, you can reach a broad audience based on demographics, interests and behaviour, and make them aware of a need they might not have known they had. The channel is particularly powerful when your product is visual and can be communicated effectively through images and video, making it relevant for everything from e-commerce and property to courses and events. Good creative is crucial; a Norwegian clothing shop, for example, could use inspiring videos to showcase a new collection, thereby creating a desire to buy.
LinkedIn – precise targeting for the B2B market
For businesses that sell to other businesses (B2B), LinkedIn is often the most valuable channel. The platform offers unique opportunities to target ads based on professional data like job title, industry, company size and seniority. For example, if you sell an ERP system to finance managers in medium-sized companies, or offer leadership development to HR departments, you can reach these decision-makers with great precision. In return, the cost per click or lead is often higher than on other channels, but this is usually justified by the fact that the value of a new B2B customer is also significantly higher.
TikTok and Snapchat – visual communication for new audiences
In a short time, TikTok has become a powerful channel for businesses that dare to think differently. The platform rewards content that feels authentic, entertaining and engaging, rather than polished commercial-style videos. This can be a golden opportunity to demonstrate products, tell stories or show a more personal side of the business. Snapchat also works well for visual and fast-paced communication, especially when targeting younger and broad consumer groups. For both channels, creative and tailored content is the key to success.
Strategy trumps trends
New trends and channels will always emerge in marketing, but just because "everyone" is talking about a platform doesn't automatically mean it's right for you. The choice of channel shouldn't be based on popularity alone, but on a strategic assessment of your unique situation. Ask yourself questions like who your customer is and where they actually spend their time. Understand what the customer journey looks like, whether there's an existing demand you can capture, and how much a new customer is worth to you.
Take a holistic view of the customer journey
It's important to remember that very few customer journeys are linear or limited to a single channel. A potential customer might first see an inspiring video of your product on Instagram, but take no action. A few days later, they see another ad that reminds them of the product, before they finally search for your company on Google and visit your website to make an enquiry. In such a case, it's difficult to give one channel all the credit for the sale. Good marketing, therefore, is often about understanding how different channels complement each other and contribute at various stages of the customer journey.
Start small and grow from there
For most small and medium-sized businesses, it's a much better strategy to master one or two channels than to make a half-hearted effort on five. By focusing your resources, you get clearer data, easier optimisation and better control over your budget. This allows you to learn what actually works, so you can build on your success and potentially expand to more channels later on. This is also the core of our own Vekstloop model: start where it makes the most sense, learn from the results, and build from there.
Need help finding the right channel mix for your business? Get in touch with us at Vekstloop.
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