Choosing the Right Marketing Channels

Things to consider before building (or rebuilding) your website.

Being strategic about how you spend your time and where you direct company resources is an important practice in balance. Deciding which experiential marketing channels you want to focus on and what you want to present on those channels can be challenging. Many organizations and companies try to “do it all” and find that they are not getting the results they had hoped for.

Lesson #1: Be strategic. If you are reading this, you probably already know that spreading yourself too thin will actually get you no where. Being thoughtful about your approach will not only save you valuable time, but come across to your audience as more authentic and grounded. There is plenty of noise out there so be more focused and directed.

Lesson #2: Formalize your process. Choosing which channels to partake of is a difficult decision since many have very useful qualities. That being said, think about what will actually be the most useful to you, not just want it the “latest cool thing.” Here is a list of potential options. I would choose 3-4 to focus on and master before you consider taking on more.


    • Website: Clearly you need a website, but depending on your size, this can be anything from an interactive “brochure” with a few clear calls to action to a fully integrated social hub. Make sure you are keeping your content fresh and that visitors will get a clear sense of what you do in the first 3 seconds they land on your home page.
    • Blog: Though always important, your content strategy is becoming more and more important not only so you can communicate what you do, but also for your Search Engine Optimization. Key words are important to include in what you are writing about, showing in infographics or creative artwork, but meta-tagging and all that other “behind-the-scenes” magic is just not as useful as it once was.
    • Print/Direct Mail: Yes, people do still do these and if created and used sparingly can be really effective. Just make sure you are creating something useful that people will want to keep for some reason. Maybe it is sharing information about something your company/organization knows a lot about…then the fact that it also has your branding and is a reminder of where they got this great tool is just a bonus.
    • Email Newsletters/Flyers: A strategic email campaign schedule can go far as long as you are thoughtful about the information you are sharing and are not sending out “junk mail” too often. 1-2x month or less, keeps people engaged and not annoyed with the amount of emails they are receiving from you. Also, keep your message short, sweet and more about then rather than just broadcasting your latest good news. Give them something they will want to share with the people they know. As in all marketing, 80% of what you send should be sharing information for the greater good, 20% can be broadcasting why you are great.
    • Facebook/Google+: These two platforms are more about awareness than anything else. Posting fresh content with attached images 4 or so times/week, liking and commenting on other people’s posts will keep you engaged in your community and also give you the social credibility you want. That being said, posting too often can hurt you so think about what you are sharing and why as well as how others are engaging with your posts. It may seem obvious, but if a lot of people are liking and sharing something, you are on the right track, if it is always just the same people, rethink what might be more successful. Asking questions and again making about them
    • Twitter: Great for sharing articles, artwork and information with your community. Keep in mind this is something that takes constant engagement on your part. You can not build a following if you are not spending min. 30 minutes a day/5 days per week reading, retweeting, favoriting and posting.
    • Instagram/Pinterest: Choosing one of these as a channel you focus on can be great if you generate a lot of photos and/or short video clips on a regular basis. Posting images at least 3x/week from your last function, fundraiser, meeting, or just pictures from around the office, with a quick caption can go far in communicating your brand and getting people interested in following you.

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