4 Marketing Channels to Prioritize in 2022

If you’re looking to invest in your marketing strategy in 2022, you’ll want to identify the best strategies to employ. After all, while it’s easy to spend money on marketing, it’s not always easy to ensure you’re spending your money in the right place.


There is no shortage of ways to spend your marketing budget, but the key is to find the right channels for your brand and your message. By focusing on the right channels, you can ensure you get the most bang for your marketing buck with the right marketing channel strategy.


Here are four marketing channels you should be looking to invest in for 2022: 

Organic Search

Organic search is the practice of attracting viewers to your channels with strategically placed keywords.


A tactic that helps encourage this is the practice of search engine optimization, better known as SEO. By using SEO, you integrate keywords into your content. Internet users who are using search engines like Google or Yahoo will then come across your content, provided you used the right SEO strategies.


It’s not necessarily easy to attract attention using organic search practices. After all, depending on the size of your business’s niche, there may be a lot of other organizations trying to attract the same users you are. That’s why it’s important to have sound SEO practices in place to get the most out of your organic search efforts.


For example, using a generic keyword and stuffing it into your content repeatedly will likely not be successful. Sophisticated search engines like Google are wise to this kind of tactic, and they will ding your site for trying to pull it off.


Instead, you want to focus on long-tail keywords that cover a specific topic. You’ll also want to use the keywords naturally in a way that fits into the content logically.


Organic search can be used to attract potential customers across search engines or on your chosen social media channels.

Paid Search

Organic search efforts rely on you developing content catering to your audience. It also forces you to compete with others doing the same thing. One way you can counteract this is with by using paid search strategies.

Paid search is simple: you pay search engines to give you optimal placement when individuals search your specified keyword.

Paid search is operated on a “pay per click” basis. That means that when potential customers come across your link and click it, the search engine gets a cut.

Whereas with organic search efforts you’re relying on your keyword research, with paid search your advertising dollars are helping to give you a leg up on your competition.

That doesn’t mean your content doesn’t need to be effective to get the highest return on your investment. Your competitors will likely use paid search as well, which means you still need to develop content that speaks to your audience. It needs to either answer a question they have or solve one of their problems.

Social Media Marketing

Another popular strategy you can employ is social media marketing. That’s where you use existing social media channels to build an audience and promote your product.


The platform you use will depend on your industry and your audience. For example, a high-end consulting firm or startup would use a platform such as LinkedIn. That’s where business leaders gather to share ideas about all things tied to work and professionalism.


If you’re a lifestyle brand in the fitness or nutrition vertical, marketing channel examples like Instagram or Tik Tok are a better fit. There, you can produce compelling video content meant to appeal to a younger demographic.


The key is that you can’t use social media simply to promote your product without additional context. Social media marketing that includes links to buy with little other information included won’t resonate with your audience.


Social media is a chance to start and continue a conversation with your audience. Yes, you can promote your products or service there, but you can also get timely, actionable feedback.


In the past, businesses were reliant on outdated concepts like comment cards or surveys to hear what their audience thought of their product or service. Now with social media, the reactions are instantaneous. You can read what people are saying about you, in real time, and adjust your market efforts accordingly.


Social media marketing is one of the best ways to connect with a lot of people quickly, hearing exactly what they want.

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Content Marketing

Just like social media marketing, content marketing is another way to connect with your audience by developing material tailored for them.


Content marketing is the development of content meant to appeal to your audience. This can come in the form of blog posts, infographics, fact sheets, eBooks, white papers, or other formats.


By developing this content, you’re giving away something – either information, or a solution to a problem – for free. This conditions your audience to expect to receive value from you. Ideally, they’ll then look to you for other solutions as well (hopefully in the form of buying a product).


Content can do one of three things:


  • Educate. Your reader doesn’t know something, so they come to you for content that provides them with that information. They come away from your content learning something they didn’t know before.
  • Entertain. With fun, engaging content, you can often entertain your reader. They’ll come to associate this feeling with your brand.
  • Persuade. Ultimately, you want your prospect to read your content and take some form of action. That can be signing up for your email list or buying a product. Your content should push them in that direction.

Content marketing materials can be thought leadership content, establishing your organization’s authority. It can also offer “how to” advice to help your audience with a common issue they often experience.


While these four channels represent different ways to market your product or service, they have many intersections. You’ll want to deploy all four of them as part of the right marketing channel strategy. Doing this allows you to use your marketing resources and budget more effectively.

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