We recently saw this question on our Quora feed and decided to take a little bit of a different approach in our answer. You can read our response below and let us know what you think!
Understanding Marketing Channels in 2018
This is a GREAT question! Nowadays, it can seem like the only way to let the masses know about you, your services, or your product is by a random-chance viral video. And that feeling of doubt in your marketing success – you’re not the only one feeling it.
Any business from the one-woman operation out of her living room to Google and Apple feel the pressure to compete on the social platform.
And while social media marketing (SMM) is a very helpful tool, a lot of times we see companies decide that it is the only tool, which is not the case.
The three top channels we see regularly used are:
- Digital (email, social, search ads, SEO, etc. fall under digital)
- Print (flyers, direct mail, brochures, billboards, etc. fall under print)
- WOM (Word of Mouth)
Now, what most people think is that you can only have a campaign or promotion using one of the tools under one of the channels.
But an extremely savvy marketer knows the best way to build a campaign is to…
- Determine your target audience
- Determine the end goal
- Create a campaign using all relevant channels in a cohesive path
So for example…
Say you own a residential cleaning company. You determine the target audience that you want to reach is homeowners in their mid-thirties that have steady well-paying jobs. They also have 1+ children, and a busy lifestyle that doesn’t leave them the time needed to thoroughly clean their home on a regular basis.
You have just completed Step 1 by determining your target audience!
Now, step 2 is where you set your end goal. For this example, let’s say your goal is to acquire five new recurring clients from the campaign. This is your goal because that ensures you will be able to hire on a new team member. Then, you will be able to lighten the load that is starting to weigh down on your current employees.
You have now arrived at step 3! For this example, I am going to choose to intertwine the company’s Facebook presence, direct mail presence, and word of mouth presence. We will create a referral based campaign that we share a digital coupon and a physical coupon.
This will be our base messaging:
We love your business and the relationships we have formed over the years. We figure the best way to find new clients is to ask the ones we already know and love!
Do you have a friend or a family member that you think would be in need of our services? Share this coupon with them and tell them to tell us that you referred them for 25% off your next cleaning! (Don’t worry – your friend will also receive 25% off their first appointment!)
From that coupon, you can share digitally, send physical copies to your current clients, or have your employees leave them behind after their next appointment.
This is just one example of what it looks like to use multiple channels to reach your target audience.
So while social media is great, we challenge you to find other ways of implementing and talking with your clients to keep the conversation interesting, exciting, and relevant.
-The Holmes Team