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What to consider when choosing your marketing channels.
Marketing channels require some sort of content, whether it’s images, articles, white papers, text or video – it needs to be thought out and maintained.
There are many channels to choose from when deciding what to add to your marketing mix. The trick is to know your audience and learn where they are and what tools they use on a day-to-day basis. Once this has been established, you need to plan how you are going to communicate with them.
Not every solution is going to fit every business model. Firstly, look at what your competitors are doing either successfully or otherwise. There is a lot to learn from observing and gaining knowledge of what others are doing and how you can either replicate or tweak it to suit your requirements.
Planning a schedule
Once you have chosen the channel you want to start using, then it’s all about planning. Marketing channels require some sort of content, whether it’s images, articles, white papers, text, video… the list goes on. Even maintaining a Twitter account, which has a 140-character limit, is part of your content – it needs to be thought out and maintained.
It is a good idea to have a schedule:
- how often you are going to update the content
- what the content will be
- who is going to create the content
- who is going to post the content.
These are all important points to consider. However, the most important task is once the content is posted – it needs to be nurtured. There is no use creating content and letting it survive on its own. Others could damage it or destroy it with negative comments or posts. It needs to be defended and protected against outside forces, and that requires constant monitoring.
Introducing more channels
Once you are comfortable with one channel and you feel confident that it is working for you, then introduce another channel into the mix, but ensure you have done your homework. If you try a channel that is not working for you, don’t keep throwing valuable time and energy into it. With so many tools to choose from there are going to be times when a particular channel is not going to work. Learn from it and move on.
Another important point to note is that it can be more detrimental to have a channel lying dormant than not having a channel at all, whether it’s a website that hasn’t been updated for years or a Facebook page that hasn’t had any posts for months, or at all. Not only can it be dissuading for any potential customers, but it can also affect search-engine rankings.
There are many opportunities out there. At Civic Managed Services we can take the pain away from growing your business. Our qualified and experienced advice and guidance helps our clients focus on growing the business while we take care of the day to day running of your activities.
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