As a business, brand or marketer, it's tempting to try to tackle every marketing channel at once. After all, the more channels you use, the more customers you can reach, right? Whelp - not necessarily.
Trying to do too much at once often leads to mediocre results across the board.
Our advice?
Don’t half ass two things. Whole ass one. (i.e. - master the art of one channel before you jump into all of them)
Why? Let's dig in:
- When you focus on one marketing channel, you have the opportunity to really dive deep and become an expert in that space. Learn all the ins and outs, what sticks, what misses - experiment with different strategies, and optimize your approach over time. This will help you achieve better, more focused results than trying to untangle the reason why a piece of content hit on Twitter but bombed everywhere else.
- Save on time and resources. Managing multiple marketing channels can be time-consuming and costly… and ain't nobody got time for either. By focusing on one channel first, you can allocate your time and resources more efficiently and get the most out of your efforts. Bonus takeaway: You can avoid the need for expensive tools and software that are necessary for managing multiple channels, and buy y'self something real nice instead.
- Better understand your target audience. Pulling back focus on one marketing channel gives you the opportunity to really get to know your target audience. Learn what types of content they respond to, what their pain points are, and what motivates them to take action. Understand how to speak to your people to have them partake in what you need them to. Communication, baby!
- Flex that creativity and innovation! Focusing on one marketing channel gives you the freedom to be more creative and innovative in your approach. Experiment with different tactics and strategies, and challenge the boundaries of what you thought was possible within that channel. This often leads to breakthrough campaigns and better results overall…
In short - just relax.
Focusing on one marketing channel allows you to become an expert, save time and resources, better understand your target audience, and be more creative and innovative. There's no need to do everything all at once. Pick one channel and go all in before considering new ones - you might be surprised at your results.
This op-ed brought to you by the BPM editorial team
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