The 4 Marketing Channels Small Businesses Can Use

19 Dec 2023 · 1 min

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In this instructional segment, Feras Alhlou explains the four primary categories of marketing channels that small businesses should leverage. He defines paid media as any advertising where businesses pay for clicks or visits, citing platforms like Google Ads, Amazon, and Meta. Owned media refers to content the business creates and controls, such as website articles, white papers, research reports, and case studies. Shared media involves publishing and curating content on social platforms, adding personal insights for followers. Earned media is the exposure a business gains through third‑party mentions, such as press quotes, podcast interviews, or TV features. The overview emphasizes how each channel type contributes to traffic, brand authority, and credibility, offering a clear framework for small‑business marketers to plan and diversify their outreach.

Chapters

And one thing that helped me a lot around marketing is understanding the different categories of marketing channels, of media channels. The number one is paid media. This is probably the fastest way for you to get traffic to your website or to your landing page. You pay for visits, you pay for clicks. You can do that on Google Ads, you can do this on Amazon, you can do this on Meta or other platforms. The second category is owned media. It's content that you produce and you own. It could be articles on your website, it could be white papers, it could be research papers, it could be case studies. Success stories about what you've done for other clients. The third category is shared media. This is social where you produce content and you share it on social media. You could curate content and add your own opinion, your own perspective, and share it with your followers. And the fourth category is earned media. This is when you get quoted, mentioned in an article, you get interviewed on a podcast or maybe on a local TV station.