You have a lot of marketing channels to promote your business. The list is ever-growing and ever-evolving. And the default action of many entrepreneurs is to use as many of those marketing channels as possible to get the word out about your business.
Unfortunately, no entrepreneur has unlimited time, money, and effort to promote their business in all available marketing channels (or even a bunch of them). Instead, you need to choose just a few.
- Focus: By working with only a few marketing channels, you can pour more of your attention into the people you connect with there. You can invest more into those few channels to achieve a meaningful impact.
- Effectiveness: You can build better relationships because have the time and attention to pay to the people in that channel. You’ll have the time to listen and respond.
- Easier to measure: Measuring the effectiveness of your marketing channels helps you to know which marketing channels are having the biggest impact on your sales funnel so you know where to invest even more time and money and effort. Too many channels makes it too difficult to measure. A few channels is much easier to pay attention to the numbers.
- Consistency: Consistent results from marketing efforts are preferable to inconsistent results. (Check out this blog post about the entrepreneur’s dilemma of consistent sales versus frequent sales. The same principle holds true here.
With just a few marketing channels, you can create a more focused, effective, measurable, and consistent return for your marketing efforts.
What’s the right number of marketing channels? How many is too many? That’s not easy to tell — it depends on a lot of factors. But with the overload of marketing channels available today, there’s a good chance that you need to think carefully about the number of channels you’re using.