3 Online Marketing Channels You’re Probably Underutilizing

3 Online Marketing Channels You’re Probably Underutilizing

The phrase “online marketing” has become synonymous with just “marketing” these days. The vast majority of any business’s marketing efforts are usually focused online, as this medium has proven to be the most effective at giving a positive ROI. But online marketing does not consist of a single marketing channel. There are dozens (even hundreds, if you break it down enough) of channels that businesses can target to reach their customers online.

Most business marketers know the major online marketing channels—SEO, Facebook, Twitter, etc.—but there are a few channels that too few businesses are utilizing. Here are just 3 online marketing channels you’re probably underutilizing, as well as a few tips on how to better use these platforms to promote your business.


Many marketers are catching onto the fact that video is the fastest-growing medium for sharing information online. But, while they are making efforts to put together eye-catching YouTube videos, and even streaming live videos on Facebook, many of them are overlooking the value of hosting webinars. Webinars allow you to offer in-depth information on topics in which you’re an expert, but without requiring your audience to read a lengthy blog or whitepaper.

If you want to use this marketing channel to reach your audience, boost your traffic, and establish yourself as an authority in your industry, then you need to make sure you’re using the right webinar tools to host your webinar. You’ll want your audience to be able to interact with your presentation as much as possible to keep them engaged. And remember, this shouldn’t be a one-time thing. Host webinars on a regular basis to get the most from this underutilized marketing channel.

Social Media Influencers

Back when print and TV advertising were the main forms of promoting your business, celebrity endorsements were a big deal. But the internet has created a new kind of celebrity; in the marketing world, they’re referred to as “social media influencers” or simply “influencers.” These are those online celebrities who have built a massive following through social media. People trust and value their opinions on things, and that can make them a valuable marketing tool.

There are two kinds of influencers—macro-influencers and micro-influencers. At first glance, macro-influencers might seem like your best marketing bet. They have larger followings, so naturally, they’ll bring you more customers if you can get their endorsement, right? Well, that’s not necessarily true. Often, micro-influencers can prove to be the better investment for a business.

Though they have fewer followers, they tend to have more frequent, direct interactions with those followers. And, just as often happens with small businesses, micro-influencers’ smaller fanbase tends to be more loyal. In fact, statistics show that when an account has more than 100,000 followers, engagement starts to flatten out. For you, as a marketer, that means a micro-influencer’s audience is more likely to act on the influencer’s recommendations. So, if you want to get the most out of social media influencers, focus your efforts on finding influential individuals who have a following under 100,000.


Most online marketers are familiar with the big social media channels and how to use them to drum up business. But too many of those marketers overlook the value of the aggregator site Reddit. According to statistics, Reddit is the fifth most visited website in the United States, and the seventh most popular website in the world.

With millions of people visiting the website every day, it’s a prime spot for finding new customers. There are a number of tactics for marketing on Reddit, and the ones you choose will largely be based on your business and target customer base. However, hosting AMAs (Ask Me Anything) on the site, and simply making the effort to answer questions relevant to your industry are both great ways to start. Once you get familiar with the website, you’ll soon find it’s a fantastic way to bring in new customers.

So, if you’re looking for new ways to improve your online marketing efforts, try out these three marketing channels. They’ll help you to target customers in a new way, and you might be surprised by the results they yield.

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