3 Questions to Ask Yourself Before Experimenting with a New Marketing Channel

In marketing, you have to be quick to evolve — but not at the expense of strategy. There will always be new platforms generating buzz (hello, Clubhouse) and trends dominating digital ad budgets. The key is deciphering which ones make sense to follow.

There may be times when hopping on the bandwagon of a new marketing channel makes sense for your business. Just be sure to ask yourself these three questions before doing so.

How will we define (and measure) success?

As hype builds for a new marketing channel, so does the sense of urgency. After all, early success on a platform in its infancy is partially tied to how quickly you move in marketing your small business there before anyone else does.

Naturally, the more popular and saturated a channel becomes, the harder it is to stand out. Major social networks like Facebook, Instagram, and Twitter are prime examples of this.

And while there’s nothing wrong with acting fast, you shouldn’t dedicate time to a new channel without clearly defining your business’ “why.” Why do you want to experiment with a specific marketing channel and what do you expect to get out of it?

The answers to these questions should help you set benchmarks for success. If awareness is what you’re after, this might mean reaching a greater or equivalent number of eyeballs as you do through current channels. Alternatively, if you need sales-based conversions to justify a platform long-term, be clear about the volume you’re looking for and the desired cost per result (CPR).

What resources are needed to perform well on this channel?

Every marketing channel is different and while you may be able to repurpose content now and then, it’s also important to create unique material for them individually.

Research what type of content performs well and best practices around posting cadence and timing. You can’t accurately measure success for a channel if you’re not engaging with it in a way that typically drives results.

Also, consistency and diversification are key on most platforms. This means you’ll need to regularly post creative in the form of photos, graphics, videos, and/or audio.

If you don’t have an in-house graphic designer on staff, you may need to consider outsourcing. Our graphic design services are a great starting point for those wanting a little extra help in bringing their ideas to life. We also offer on-demand options, as well as an integration with Canva on staplesprint.ca for ready-to-use templates.

Is my audience active on the channel?

It’s easy to be self-centered in marketing as a business. You want to sell something and for people to buy it — what else is there?

Your audience, however, has motivations of their own for engaging with different platforms. Spend time thinking through your specific audience and what they’d be most interested in seeing from you as a brand. The more you work to align your goals with customer needs, the more engaging and successful you’ll be across any marketing channel you choose to pursue.

By Staples Canada

May 31, 2021

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