There are so many things that I can use for my business – websites, emails, Twitter, Facebook, direct mail… I could spend all my time just getting those setup, and not running my business. How do I know where I need to spend my time so that I still get results?
All those “things” that you mention have a name. In marketing speak, they are called “channels”. A channel is just a platform or tool you use to reach your audience. Here are some examples:
- Your website
- Your email list
- Google Ads
- Sign spinners on street corners
I think you get the idea.
Channels get broadly organized into categories like:
- Social Media
- Search Engine Optimization
So – why do you need to build your channels? Because channels are how you're going to connect with your audience (or tribe, or clan, or crew, and most importantly – customers). And by picking your channels – the ones that actually work for your audience – you'll get better results with less time and effort.
Picking Your Channels
So, with all the channels to choose from, how do you know where to start? It's like an all you can eat desert bar! The key is to find the channels where your audience wants to connect with you. (If you haven't already identified your audience, be sure to check out “Find your Audience“.)
If you've already been promoting
If you've already been promoting your business, then start by looking at what's working. You can do this by talking to your customers and asking them where they heard about you or reviewing your analytics.
If you're starting fresh
Sometimes it's harder when you're starting from scratch. It means that you haven't invested a lot of time and effort in channels that don't work, but you also don't have your own information to work from to prioritize your channels. Instead, you'll have to look at other people who are similar in your market segment to see what they're doing and try to identify how well it's working for them.