Stop Wasting Time: Find the Marketing Channel That Works
Can I be honest? For years, I thought I had to do everything to market my small business. Instagram posts, reels, email newsletters, pop-ups, markets, Pinterest boards, Facebook groups… you name it, I dabbled in it. The problem? I never focused. I was spinning my wheels, showing up everywhere but not really gaining traction anywhere. And guess what? None of it worked the way I wanted it to.
The truth is, not all marketing channels are created equal. I finally realized that the key isn’t showing up everywhere — it’s choosing the right channel and putting my energy there. Once I made that shift, my small business marketing strategy became a whole lot simpler (and a whole lot more effective).
What I’ve Learned About Marketing Channels
Here’s what I’ve discovered, both in my own journey as a creative entrepreneur and from watching other women inside Women for Women (W4W):
✨ Social Media Marketing (Awareness)
Think of it as your billboard — great for reach and visibility, not always for immediate sales.
Who’s here? People scrolling for ideas and inspiration.
My tip: show behind-the-scenes, tell stories, and collaborate with others to expand your audience.
“Instagram has been the place where I’ve truly found my audience. Sharing photos of my orchids and videos lets people connect with my story — and that connection has grown into loyal customers who return again and again.” — Jen Hurd, Farmhouse Orchids
✨ Email Marketing (Conversion)
This is where the magic happens. Your email list is full of warm leads — people who already said “yes” by signing up.
Who’s here? Repeat customers, true fans, and future buyers.
My tip: keep emails simple. Share one story, feature one product, and give one clear call to action.
“The best and most profitable channel for my business has been email. It’s where I connect directly with my customers, build real relationships, and consistently drive sales. Social media is great for visibility, but email is where the actual conversions happen.” — Kristin Meredith, KMM Collective
✨ In-Person Marketing (Connection)
Markets, shows, pop-ups — these are the places where trust is built instantly.
Who’s here? Local shoppers ready to buy today.
My tip: always collect emails at in-person events. It’s one of the most underrated business growth tips I can give you.
“Markets and shows have been the most powerful channel for me. Nothing compares to meeting customers face-to-face, sharing my story, and watching them connect with my work in person. Those real connections turn into lasting relationships and repeat sales.” — Courtney Buchanan, CB Grey
Good → Better → Best ROI
Not all channels give the same return:
Good = Social (awareness)
Better = In-Person (connection + quick sales)
Best = Email (conversion + repeat sales)
Studies show email marketing brings in $36–$40 for every $1 spent, making it the single most effective marketing tip for small businesses. That’s why I call it the best bang for your buck.
Collaboration = The Shortcut
Here’s the fun part: you don’t have to do it alone. Collaboration has been a game-changer for me and for so many women entrepreneurs in W4W.
Share each other’s posts or stories
Host a joint giveaway
Bundle products for a themed set
Feature each other in newsletters
Collaboration is one of the smartest small business marketing strategies I’ve seen in action. When we combine audiences, we all win — without doubling the workload.
How to Choose Your Marketing Channel
Ask yourself three simple questions:
Where are my customers actually spending their time?
Where do I enjoy showing up most?
Which channel has given me real results (sales, not just likes)?
The overlap of those answers = your best channel.
If you’re still unsure, my advice is to start with email marketing. It’s the one channel you truly own, and it’s where relationships (and sales) grow strongest.
Your Action Step
This week, I challenge you to choose ONE channel to focus on. Stop spreading yourself thin. Go deeper instead of wider. By focusing, you’ll find clarity, confidence, and the results you’ve been chasing.
Want More Small Business Tips?
At Women for Women (W4W), we’re building a hub of resources to help creative women simplify their marketing and grow their businesses.
Sign up for our newsletter and Substack to get small business tips for women entrepreneurs, practical marketing strategies, and encouragement delivered straight to your inbox.
And stay tuned — future blogs will include worksheets, checklists, and helpful downloads designed to make your small business marketing easier and more effective.
Because marketing doesn’t have to be overwhelming — it can be simple, focused, and even fun.
