As I mentioned in “How to Reach Your Target Market”, you really need to work on and develop specific channels that work best for your business or organization. This takes time and testing to come up with the best combinations if you really want to make the biggest impact and achieve the best results.
Some channels will work better than others for certain businesses. With Web 2.0 marketing you have so many options to choose from.
For some businesses and professionals the Linked In social platform works really well. For others they like pay per click advertising, Facebook, Pinterest and some banner ads sprinkled into the mix. Others prefer posting on blogs and content marketing along with some video ads on select channels.
During one of my test campaigns I focused on Twitter, Digg, Stumble Upon and mixed in Facebook. This particular test utilized original content and was designed to build credibility and attract prospects for coaching. All in all it was a success but had I not done certain things a certain way, we may have wasted a bunch of time and money.
So the important thing to remember here is to test. TEST, TEST, TEST and narrow down which channels and sub channels work best for you and your business.
The big question is…
Which channels are best for you and when you finally get the right ones tuned in and working for you, how do you maximize the marketing to get the best ROMI and penetration within a particular segment?
You will only know if you start and then test because throwing mud up on the wall in today’s web world is just not a wise use one’s time and resources.
The one thing I have seen since early 2010 is businesses and organizations that just don’t understand how to connect all the pieces of the puzzle. They just post on their social media pages, send broadcast emails and use PPC along with fragmented organic search campaigns.
This is better than not anything at all, but to really make it work, it takes time but not as much as most businesses owners take.
The one test campaign that I mentioned earlier was launched in a matter of days and then run over a period of months. The strategy worked pretty good and enabled me to see how my content was viewed and received plus we were able to drive some targeted traffic to tele-calls. For content marketing, Digg and Stumble worked well with my blog, and Twitter spread the word whenever we posted.
Web 2.0 allows you to do more than just post and post and post; hoping that someone likes the post enough to click or engage in conversation. With all the available channels available you have access to it’s pretty easy to plan, setup and launch test campaigns if you work at it. All you need to do pick the channel or channels(s), create the plan and then get busy testing to see if it works and brings you the results.
So plan the work, work the plan and test, test, test your way to more products, services and information sold.
Until next time,
PS – If you get stuck along the way and need some guidance or help, the Small Biz Mechanic may be able to help you get unstuck with one of his special tools or tactics. 🙂