The best marketing channels for a small business are the ones that help the right customers discover, understand, and choose your offer—and that your team can maintain. A channel is not automatically valuable because it is popular. Evaluate it against your audience, buying journey, available resources, and the business result you want.Start with the customer and the decisionWrite down who you want to reach and what they are trying to solve. Then ask how they normally discover providers, what information they need before acting, and what builds confidence. A customer comparing a complex service may rely on search, detailed service [...]