Episode 7: Marketing Channels
Instagram, Facebook, Google, website, email aur WhatsApp mein se kahan focus karna hai, aur kyun.
Machhli pakadni ho toh talaab mein jaal daalte ho, registan mein nahi.
Channel chunna matlab woh talaab dhoondhna jahan aapki machhli (customer) sach mein tairti hai.
Marketing channel kya hai?
Woh platform ya medium jiske through business apne customer tak pahunchta hai aur unse baat karta hai.
Channels ko 3 groups mein samjho:
Owned
Jo aapke control mein hai.
Website, WhatsApp list, email list
Earned
Jo log khud free mein dete hain.
Reviews, shares, word of mouth, press
Paid
Jiske liye paise dete ho.
Meta ads, Google ads, influencer fees
Har channel ki khoobi aur kamzori
| Channel | Best for | Kamzori | StyleStreet fit |
|---|---|---|---|
| Visual products, discovery, Reels | Algorithm par depend | ⭐⭐⭐ Main channel | |
| 30+ audience, groups, ads | Young audience kam | ⭐⭐ Ads ke liye | |
| Personal sales, repeat customers | Spam lagne ka risk | ⭐⭐⭐ Order + retention | |
| Website | Trust, checkout, SEO, data | Banana aur traffic laana mehnat | ⭐⭐ Phase 2 mein |
| Google Search | Jo log already dhoondh rahe hain | Website chahiye, competition | ⭐ Baad mein |
| Sasta, owned, long-term | India mein fashion ke liye kam open rate | ⭐ Baad mein | |
| B2B, professionals | Fashion selling ke liye nahi | ❌ Skip |
Channel choose karne ke 5 sawaal
- Audience kahan hai? Priya raat ko Instagram scroll karti hai, WhatsApp roz use karti hai.
- Product kaisa hai? Kapde visual hain, toh visual platforms.
- Goal kya hai? Sales, toh woh channels jahan order ho sake.
- Budget kitna hai? ₹15,000 mein 6 channels nahi, 2–3 achhe se.
- Team ki capacity? 2 log 6 platform nahi sambhaal sakte.
Kam channels, zyada depth
Beginners ki sabse common galti: “Har jagah hona chahiye.” Result: har jagah aadha-adhoora.
StyleStreet ke liye:
Channels ek team ki tarah kaam karte hain
Channels alag-alag nahi, ek doosre ko pass dete hain, jaise football mein.
- Meta ad → Instagram Reel dikhti hai
- Reel → profile visit → bio link
- Bio link → WhatsApp chat (price + size guide auto-reply)
- Order → WhatsApp par thank you + review request
- 30 din baad → new collection message (permission ke saath)
Isko omnichannel thinking kehte hain: customer kahin se bhi aaye, experience smooth ho.
StyleStreet ki real problem
Neha 5 platforms par thi, kahin bhi theek se nahi
Instagram, Facebook page, Pinterest, YouTube aur ek Meesho store. Har jagah hafte mein 1–2 post. Facebook page ka last post 3 mahine purana. Pinterest se ek bhi order nahi.
Decision: Pinterest aur YouTube pause. Saari energy Instagram + WhatsApp par, aur Facebook sirf ads ke liye.
Practical example: StyleStreet channel plan (90 din)
| Channel | Role | Effort | Budget |
|---|---|---|---|
| Discovery + brand | 4 Reels + 3 posts/week, daily stories | ₹3,000 (content) | |
| WhatsApp Business | Orders, support, repeat | Catalog, quick replies, broadcast 2×/month | ₹0 |
| Meta Ads | Reach + leads | 2 campaigns | ₹10,000 |
| Influencer (micro) | Trust + reach | 2 creators/month | ₹2,000 + products |
| Website | Phase 2 | Shopify basic | Baad mein |
Aapka mission: Channel decision matrix
StyleStreet ke liye channels ko score karo:
- 7 channels ki list banao
- Har ek ko 1–5 score do: audience fit, product fit, cost, team effort
- Top 3 channels select karo
- Har channel ka role ek line mein likho (discover / convert / retain)
- Budget split karo (total ₹15,000)
- Customer ka cross-channel safar draw karo
Quiz
-
StyleStreet ke liye LinkedIn kyun skip?
- A. Wahan log nahi hain
- B. Fashion selling ke liye audience aur intent fit nahi
- C. LinkedIn mehenga hai
- D. Banned hai
Answer dekho
Sahi jawab: B. Fashion selling ke liye audience aur intent fit nahi
LinkedIn professional/B2B ke liye hai, kurti kharidne ka mood wahan nahi hota.
-
Customer reviews kis type ka channel/media hai?
- A. Owned
- B. Paid
- C. Earned
- D. Rented
Answer dekho
Sahi jawab: C. Earned
Log khud free mein dete hain, isliye earned.
-
2-person team aur ₹15,000 budget. Best approach?
- A. Saare 7 channels
- B. 2–3 channels par deep focus
- C. Sirf ads
- D. Sirf website
Answer dekho
Sahi jawab: B. 2–3 channels par deep focus
Kam channels, zyada depth, tabhi result aata hai.
-
StyleStreet mein WhatsApp ka main role?
- A. Discovery
- B. Order conversion aur repeat customers
- C. SEO
- D. Brand awareness
Answer dekho
Sahi jawab: B. Order conversion aur repeat customers
Personal baat-cheet se order close aur repeat purchase.
Client project mein output
Project file mein ab Channel Plan:
- Main: Instagram (discovery)
- Conversion: WhatsApp Business
- Boost: Meta Ads + micro influencers
- Paused: Pinterest, YouTube
- Phase 2: Website
- Budget split of ₹15,000
Golden rule: Har jagah hona zaroori nahi. Wahan raho jahan aapka customer hai, aur wahan itne achhe raho ki woh aapko yaad rakhe.