Your Prospects Are Multichannel. Are You?

January 18, 2018 Kevin Joyce

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.

This article was originally posted on on November 2, 2017. You can view the orignal post here.

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