When I coach clients they’re often overwhelmed by the number of marketing channels that are available to them to reach their clients.
They can use the telephone, email, direct mail, webinars, teleseminars, text messages, video, podcasts, blogs, pdf reports, voicemail, and social media such as Twitter, LinkedIn, YouTube, Facebook, Pinterest and others. And for some the sheer number of options is overwhelming to the point of causing them to take little or no action for fear of choosing the wrong one.
One of the reasons for this is that there are so many sources telling them they should use this marketing medium or that one and the client is left wondering which ones the best for them.
The answer is there’s likely not one choice that’s right.
The truth of the matter is that it’s best to use several marketing channels to reach your ideal clients because their preferences for the way you communicate to them will vary. Some will prefer reading the information, some will prefer to watch a video, and others will prefer audio or some other form.
The key is to pick a few that appeal to the majority and use those regularly to connect, educate and engage with your target audience
Some marketing mediums work better with a particular audience than others.
For example if you sell products or services to mainly professionals then one of the marketing channels you should consider is LinkedIn because a lot of professionals use this medium. If your target audience is teenage girls, then likely you’d want to consider Twitter and perhaps Pinterest as statistics show these are popular sites with young girls.
A winning strategy will involve selecting a few marketing mediums and integrating them. A key to accomplishing this without making it overwhelming for you to manage is to multipurpose your content.
So if you’re writing a blog, then you should likely tweet something about it, post something on Facebook and send out a newsletter with a link to the full article on your blog on your website. This approach gives you the biggest bang for your creative “buck”. You can communicate about one topic using various formats for maximum impact and exposure.
To get started consider the following questions.
- Who is your target audience?
- Where do they spend time? Twitter, Facebook, LinkedIn, YouTube, etc.
- How do they like to receive communication?
- How often do you plan on posting to your website and other social sites?
- How are you planning on producing this content?
- Are there techniques and skills you need to learn to produce and publish the content?
- Can you outsource some of this work?
- Have you put together a publication calendar with topics, and marketing channels?
- How much time and money do you want to spend to communicate regularly?
Now don’t feel that you need to start with a bunch of tools and approaches simultaneously. Instead get clear on the answers to the questions above and then pick two or three of the most effective ways to reach your ideal clients.
Spend time getting comfortable and proficient using these approaches and when you’re ready you can add more. If you start out with too many, you’ll likely get overwhelmed and quit after a short trial period. Instead set a couple goals to learn about different mediums. Do some research using surveys, client interviews or other methods to confirm which channels your ideal clients are using and then get started using a couple.
Also consider using outside resources to assist. Sites like www.writersaccess.com are great for getting content created and for the technical aspects you can find cheap assistance on sites like elance.com and odesk.com.
In the coming months I’ll share more insights on outsourcing, but for now, whether you get help or just pick a couple places to start with yourself, the key is get a plan and get publishing your content in a couple of channels. This is one of the best ways to build an influential brand which will help you grow your business.