By Laura Ege
I have long promoted the idea that business owners should choose up to three core marketing methods--and no more!--to promote their businesses. Otherwise, you wind up too diluted, and you aren't able to effectively connect with your audience through any of the channels. Which equals tons of "busy work" on your part and not a heck of a lot of results.
No matter what stage your business is in, here are a few suggestions to help make your marketing and media channel strategy more effective:
- Limit your selection to three channels or methods. If we apply the 80/20 rule (20% of our actions net 80% of our results) to our daily business actions, I believe marketing must be in that 20% of high-return activities we devote our time to each day. Limiting your choices will give you more time/energy to create true, focused results in each channel rather than chaotically bouncing between too many options.
- Base your selected channels on your niche. Different channels naturally attract different tribes. If you're marketing in channels your ideal tribe never uses... well, enough said, right? The other option if you're already entrenched in certain channels is to change your niche to match the channels.
- Immerse yourself in your selected channels. Once you have chosen your channels, create a strategy and systems to make the most of your time in each one, both from the standpoint of being efficient with your time and of communicating very consistently with your tribe.
- Revisit your business model. Do your programs and services align with your marketing channels? What about the actions you take and decisions you make in business each day? Are they optimally aligned with your marketing and media channels?