Your Prospects Are Multichannel. Are You?
Last month on our Revenue Marketing journey, we discussed content marketing strategy and the steps to developing the best content editorial calendar. This month, let’s talk about channels for multichannel distribution of your content.
If you have a “field of dreams” wherein, if you create great content and put it on your website, somehow, “they will come …” well, good luck with that. The reality is that, in order to engage, we must go to the watering holes where our customers and prospects hang out. We have to be in the channels they frequent in addition to having relevant content for them to consume and share.
Ask Your Customers What Channels They Use
We have many clients who simply don’t believe their customers are on Facebook. So, we upload 5000 of their business email addresses to Facebook and show them the result: Usually a 65 percent match rate for business email addresses. Business people are on Facebook and they “hang out there” every day:
- 63 percent of Facebook users are age 30 and older
- Facebook has more than 1 billion visitors per day
- Facebook has many more video views than YouTube
I only bring this up to highlight that our assumptions about which channels are best for reaching our customers may be wrong. The best thing you can do is ask your customers. The next best thing to do is to experiment with multiple channels and see which ones currently work best for your firm.
No doubt you noticed I didn’t even mention email yet. Yes, it is a channel, perhaps the one you are most accustomed to using. And it is easy and inexpensive. But it should not be the only channel you use. Increasingly there are issues with:
- Information overload in inboxes so your communication gets lost
- Automatic “junk” designation and filtering
- Spam traps (so you decide to do an ABM campaign to 250 contacts at your biggest customer and you email all of them at once…guess what is going to happen.)
My point is that your attempts to engage your audience will be better if you use multiple channels to nurture them. Upload the email addresses in Facebook, LinkedIn and other channels, establish a connection to your contacts through these channels, and start sharing content over them.
Syndicate Your Content
Syndicate and promote are becoming synonymous today because organic social is pretty much defunct. You have to boost or promote your content to your audiences or targeted marketing groups.
Kevin Joyce is CMO and VP of strategy services for The Pedowitz Group. He's a marketing executive with 34 years of experience in high tech, in positions in engineering, marketing, and sales. In the past 16 years Mr. Joyce has worked with many companies on their revenue marketing and demand generation strategies. With a unique combination of marketing skills and sales experience he helps bridge the gap between sales and marketing.
Mr. Joyce has successfully launched numerous products and services as a Director of Product Marketing at Sequent, as a Director of Sales at IBM, as Vice President of Marketing at Unicru, and as CEO at Rubicon Marketing Group. He has been VP of Marketing Strategy with the Pedowitz Group for more than six years. He holds a BS in Engineering from the University of Limerick, Ireland and a MBA from the University of Portland. Connect with Kevin on LinkedIn or email him at firstname.lastname@example.org. Download TPG’s new white paper: Introduction to the Revenue Marketing Center of Excellence here.