The Big List of Marketing Channels For Start-Ups

Need more eyes on your startup? Here’s a list of marketing channels and their purposes.

So, you want to promote your startup? Well, there are loads of ways to get your eyes on your startup. All of these channels fall into Paid, Owned and Earned Media, or POEM for short. Getting a good mix of each is the key to the success of your startup. In addition, I’ve also added on to the list some Loyalty ideas, which can help retain customers.

What is the difference between paid, owned and earned media?

The difference lies in how the brand message is distributed. Essentially, all marketing campaigns aim to communicate some form of message, usually the unique selling point of your product.

For owned media, you fully control that message and how it gets across to the reader. This usually included things like websites and email lists.

For earned media, you are usually relying on a middle person, such as an influencer or newspaper to explain your message to their audience, usually relayed in their own tone of voice. To get that media, you have to earn it, usually through a relationship with the publication or through a distribution channel. Money is not directly exchanged for the promotion of the message.

Paid media has some control, but the main distribution of that message comes with an associated cost. This usually includes Facebook ads or billboards. These paid mediums can cost a few pennies to £millions

Paid Media

• Facebook Ads
• Twitter Ads
• Instagram Ads
• Pinterest Ads
• Linkedin Ads
• TikTok Ads
• Bilboards
• Direct Mail
• Sports team sponsorships
• Paid Advertorials
• Paid Influencer Collaborations
• Native ads, such as Outbrain or Taboola
• Youtube Ads
• Sponsored content
• Podcast ads
• Paid shout outs on TikTok, Youtube or other channels
• TV Advertising
• Radio advertising
• Newspaper ads

Owned Media

• Main Website
• Blog
• Satellite Websites
• Organic Facebook Company Page
• Organic Twitter Company Page
• Organic Linked Company Page
• Staff Linkedin Pages
• Email List
• Podcast
• Internal marketing channels
• Advertising in your own brick-and-mortar store
• Speaking gigs
• On-page and Technical SEO
• Webinar
• Infographics
• Other content marketing activities

Earned Media

• Press Releases
• Influencer Collaborations (unpaid)
• Gift boxes
• Community engagement
• Reviews
• News coverage
• Link building/Offpage SEO
• Merchandise

Retention Ideas

• Loyalty Points
• Handwritten thank-you notes
• Brochures or advertising in order boxes
• Curtesy customer calls
• Drip emails
• Personalised website
• Retargeting ads
• Facebook group for customers
• Forums