Which marketing channels work for small businesses and which ones work for big businesses?

The choice of marketing channels depends on the size of the business, budget and target audience. Small businesses are more likely to use inexpensive and flexible tools, while large companies can invest large resources in advertising and multi-channel strategies. In this article, let’s break down which marketing channels are effective for small and large businesses.

Marketing channels for small businesses

Small businesses most often have a limited budget, so it’s important to choose the most cost-effective channels with a high return on investment.

Social Media (SMM)

✔ Why it works. – Low cost of promotion, ability to quickly interact with the audience, targeted advertising.
✔ What platforms? – Instagram, Facebook, TikTok, VK, Telegram.
✔ Best strategies:

Promotion through content (posts, rils, storis).

Collaborations with micro-influencers.

Advertising through bloggers.

SEO and content marketing

✔ Why it works. – Organic traffic from search engines is a long-term source of customers.
✔ How to use it.

Develop a blog with useful articles.

Optimise the site for SEO (keywords, loading speed, UX).

Write expert articles and guides.

Local advertising and word of mouth

✔ Why it works. – People trust recommendations from people they know more than adverts.
✔ How to use?

Offer bonuses for referring friends.

Use Google My Business for local SEO.

Print flyers and partner with other local businesses.

E-mail and messenger marketing

✔ Why it works. – Inexpensive way to retain customers and repeat sales.
✔ How to use?

Gather a customer base through your website or social networks.

Send out promotions, news and useful content.

Use chatbots on Telegram and WhatsApp.

Targeted advertising

✔ Why it works. – Allows you to precisely target your audience and not waste your budget.
✔ Which platforms? – Facebook Ads, Instagram Ads, VK, TikTok Ads.
✔ Best strategies:

Retargeting to bring users back to the site.

Local Ads to attract customers from a specific region.

Marketing Channels for Large Businesses

Large companies have large budgets and can use multi-channel marketing, combining online and offline advertising.

TV and radio advertising

✔ Why it works. – Reaches millions of people and builds brand awareness.
✔ How to use?

Run commercials during prime time.

Promote the brand through radio sponsorship.

Contextual advertising (Google Ads, Yandex.Direct)

✔ Why it works. – Allows you to attract hot customers who are already looking for the product.
✔ Best Strategies:

Using Google Shopping for online shops.

Dynamic search ads (DPA).

Automating bids with AI.

Influencer marketing and celebrities

✔ Why it works. – People trust opinion leaders and big brands can partner with famous personalities.
✔ How to use it.

Work with million-dollar bloggers.

Launch collaborations with Influencers.

Create brand ambassadors.

Event marketing and PR

✔ Why it works? – Allows you to build a strong brand and reputation.
✔ How to use it?

Organise events and conferences.

Organise events and flash mobs.

Give interviews and articles in the media.

Loyalty programmes and CRM marketing

✔ Why does it work? – Allows you to retain customers and make personalised offers.
✔ How to use?

Implement rewards programmes.

Use analytics for personalisation.

Work with automated email newsletters.

Conclusion

Small business

✔ Relies on social media, SEO, word of mouth and targeted advertising.
✔ Works with a small budget and local market.
✔ Uses flexible strategies and tests new channels.

Large business

✔ Uses multi-channel marketing (online + offline).
✔ Emphasises brand awareness and mass advertising.
✔ Can afford expensive channels (TV, influencers, events).

Choose marketing channels based on business size, goals and budget. The key is to test, analyse and adapt strategies to your audience!