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You can think about marketing channels as unique distribution outlets for your company’s messaging and offerings. There are digital outlets like social media or blogs, but there are also more traditional channels like print or tv. With endless options, it can be difficult to select those that will drive the most impact.
Before you dive in and choose any and every channel for your business, it’s helpful to take a step back and ask yourself if you’re ready for the investment.
I’m not just talking about monetary investment - each marketing channel also requires time and upkeep. You can have the best strategy, but if you’re unable to execute, strategy is pointless.
Leverage channels for their unique capabilities. Ultimately, they’re meant to help you achieve a particular business goal or reach a particular audience. Find ways to utilize each channel to your advantage.
When deciding on a channel, it helps to ask yourself a few guiding questions:
1.) What are my business goals?
The most important factor when deciding on a particular channel is how it can directly (or indirectly) support your growth goals, so be strategic and selective.
2.) Will this channel help me achieve my goals?
i.e. If your goal is product awareness, an email blast is a great way to promote your offering.
3.) Who is my target audience?
You can’t speak to your target audience if you don’t have a clear understanding of their characteristics and needs. Figure out how to solve their problems through the content you develop.
4.) Do I have the time to invest in each channel?
This one is huge. It takes time to update, review, and publish content on each channel. To set yourself up for success, make a commitment to long-term results.
5.) Do I have the resources to invest in this channel (people, budget, etc.)? If not, what do I need to do to get them?
Consider your team’s skillset and budget upfront. If you’re not properly equipped, it may be beneficial to bring on an expert that can guide you in the right direction.
By considering your options carefully before diving in, you can set realistic expectations for yourself and your team.
Don’t waste your time on channels that aren’t driving success for your business. Focus on being consistent and test constantly. And if a particular channel isn’t driving growth, the great news is it’s never too late to pivot.
For additional resources and tips for building your business, get in touch!
- AT
Partnering with aspiring entrepreneurs and scaling businesses to execute marketing strategies that drive growth. Explore my service offerings here.
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