Now that we have the strategy (goal) defined, we can break down the other two elements of our marketing stack.
Next are the tactics, and the channels win which we execute tactics against. Perception of your brand is impacted by your growth tactics. So we're very cognizant of how and when we approach each channel.
Inside of the tactical layer, there are four types of marketing (or channels) we leverage:
When we talk about channels, many people automatically think about SEO, PPC, Social Media, Copywriting. Those are more along the lines of the activities we would leverage under each of the four channels.
The four channels are Paid, Owned, Earned and Shared.
The channels are where the strategy is brought to life.
The paid channel is where you spend dollars to get in front of potential customers. This can come in the form of PPC like Google Adwords, Facebook Ads or some other form of display advertising.
The earned channel is where you gain attention based on a meritocracy. This comes in the form of search engine optimization (SEO) and is driven based on the value that your content delivers. This channel is also impacted by influencers based on word of mouth (WOM), reviews, product/service ratings, press releases or any other content that may be dubbed as viral. It's called earned for good reason, you have to deliver a great product and work to benefit from it, because if you don’t, someone else will.
The owned channel is what you, the business creates. This comes in the form of blog posts, and website content. An effective marketing strategy uses paid and earned channels to drive traffic to owned assets. As a business, you want to focus on creating content that's unique, consultative, and highly relevant to where they are in their customer journey.
The shared channel is influenced almost exclusively by social media activity and your end-user (customers) activity. Some examples of this would be following other influencers in your niche, engaging with them and having them share your content. Engaging in, and adding value to related Facebook Groups or LinkedIn groups that are related to your vertical.