Finding and learning the right channels for you

All online marketing needs some level of technical know-how to achieve.  If you don’t know how to turn on a computer then you are never going to be able to set up a Google Pay Per Click campaign.  Every individual channel we’re going to look at could easily be its own course, and once you’ve decided which is going to enable you to connect with your customers the best, that’s exactly what I would urge you to go and find to expand your knowledge.  The technology constantly evolves (buttons move, new functions sneak in, menus change) and you should evolve with it.  Learn how to do your chosen channels really well, and then go follow some YouTubers or bloggers on the topic to keep you up to date.  Find the latest tutorials, do the latest courses, read the latest thinking, and keep learning new tips and tricks.

If you know that you need to run campaigns on a certain marketing channel but you know you will never get your head around it (or you simply don’t have the time) then pay someone else to do it for you.  Partner up with someone who has previous experience, or give the job to someone who has a passion for the platform.  Rope in family members to keep your social media up to date – I’ve learned more from my 16 year old daughter than anyone else about how to use Instagram.  She is a shrewd observer of trends and teaches me a lot about how top influencers and brands leverage the platform.  Digital marketing is also an in-demand skill in the job market.  Having your teenage children helping you promote your business on social media will actual give them experience they can use on their CV!

Later, we’re going to work out which channels are right for your business by identifying the best way to get your value proposition in front of the people you have identified in your customer profiles.  But first, I’m going to break down our marketing toolbox (or marketing potting shed) into five main areas: