How to pick which marketing channel to focus on
One of the major reasons people don’t get traction with their marketing is overwhelm.
One of the reasons they are overwhelmed is they don’t know which marketing channel to focus on.
In this video I address 4 areas to consider when picking which channel will work for you.
I call them ‘The Four Lenses’ – not that it matters what you call them haha.
They are as follows:
1. The Past
What channels have worked really well for you in the past?
I’m often surprised by how many business owners have had a channel work great in the past and they just ‘got busy’ and stopped using it for no reason.
What channels are your competitors using? What’s everyone else doing in this market?
There’s a good chance (unless they’re stupid), that if they are consistently running ads in the paper or doing flyer drops – they (hopefully) are getting a good ROI on it.
This doesn’t mean we just blindly copy everyone else, but it means that we look into it further, and have a crack with our own version.
There’s a tonne of opportunity in new, untested marketing channels.
With the rapid rate of change in technology, there’s new platforms (ie. Snapchat) and features in existing platforms (ie. Facebook Live) where you can get excellent leverage.
Put in a small bit of effort, and get a *disproportionate* amount of results back.
I recommend not dropping everything you’re currently doing and suddenly spending all day on Snapchat, but it’s worth dedicating a small percentage of your marketing efforts on new channels.
4. Customer Research
Ultimately, the channel you pick needs to have your ideal customer hanging out there.
The first part of marketing is awareness.
They need to know you exist.
We need to get our content, our offers and our brand in front of their eyeballs.
So how do we know which channels are best to find them?
Use SurveyMonkey to create a survey.
Pick up the phone and call 10 existing (or potential) customers.
Ask away on social media.
Use that data as a starting point to determine where you should be directing your efforts.
If you use The Four Lenses to pick your channel, you’ll be able to reach more customers, more efficiently.
You’ll also have the confidence to take more action knowing you have a better chance of hitting gold.
If you have questions about how this would work in your industry or business, PM me and I’m happy to help.