What is a marketing channel?
Bonjour, Hello,
Welcome back to our marketing journey!
In this edition, we’ll explore the diverse landscape of media channels, from the ones you own to those you borrow, earn, and even pay for. Let’s ensure you know where you can communicate with your audience and craft a strategy that resonates across various platforms.
TLDR (key takeaways)
- Having a clear map of the different media channels allows you to effectively direct your marketing efforts.
- Avoid overreliance: don’t put all your efforts into one channel.
- Find a strategic mix that suits your resources and business goals.
- Reflection question: Which media channels are you currently focusing on, and why?
Don’t put all your eggs in one basket
What is fantastic (but also a bit terrifying) about marketing is that you can explore a plethora of media. You can be omnipresent if you want, given you have the resources. However, let’s face it, being on all fronts requires significant effort.
So, what’s a media channel? It’s a specific platform or medium through which content is distributed to an audience.
Having a clear map of the different media you can use is essential. It helps determine where to focus your efforts and budget for your always-on marketing strategy (aka day-to-day efforts) or during specific campaigns.
Here’s my advice:
- Don’t focus solely on social media, because you never know when Meta will change the rules.
- Don’t over-invest or rely only on paid advertising for promotion.
- Remember the saying: “Don’t put all your eggs in one basket.” The same applies to marketing. The best approach is to use a mix of these media channels
Owned media:
Definition: Platforms you control, steering your narrative.
Advantage: Cultivate a tailored experience, nurture your audience into customers.
Consider: A marathon, not a sprint! It takes time to build your own database, but it’s worth it!
Price: $ (web hosting, mailing tools, etc.)
Examples: Website, newsletter, blog, lead magnets, communities, …
Borrowed media:
Definition: Platforms that you don’t control but where you can share your content.
Advantage: Build an audience, boost brand awareness.
Consider : You don’t control the algorithm, meaning that you have no idea how many people will see your content. You should lead the audience back to your owned platforms.
Price: Free
Exemples: Social Media
Earned media:
Definition: Unpaid (organic) coverage by a third-party. You don’t control the narrative.
Advantage: Establish trust and credibility.
Consider: It will not happen overnight. Take PR, for instance: crafting a compelling story takes time; pitching it takes more; following up with journalists takes even more.
Price: Free
Exemples: PR (media coverage), reviews, testimonials, word-of-mouth, appearance in a podcast, …
Paid media:
Definition: Paid advertising.
Advantage: Reach a new audience and drive more leads.
Consider: It can be expensive, and it doesn’t necessarily convert into sales.
Price: $$$
Exemples: Social media paid ads, google ads, paid influencers, print ads, billboards, paid influencers, sponsored content …
Reflection questions of the week
- Are you strategically using all the media channels at your disposal?
- Are you over-relying on a particular channel, and if so, what steps can you take to diversify your approach?
That’s a wrap for today! Got queries or thoughts? Reach me at hello@jconsulting.solutions.