It’s hard to be a one-trick pony, particularly when it comes to marketing. There are so many options that focusing on a single channel seems wrong.
Why place all your eggs on one basket? But for many companies, less is more. Using one (or two) marketing channels makes it easier to focus your money and people, rather than spreading it around. It is a smarter, more disciplined approach to marketing. As important, it increases the prospects for success. Admittedly, it’s difficult to do less. Here is some advice on how to become a one-trick pony.
Focus on your customers. Where do they hang out? What’s the easiest way to reach them?
Goals: What are you looking to achieve? How will you measure it?
Budget: How much money do you have to spend?
ROI: How easily can marketing meet your goals?
People: Do you have the skills in-house or externally to tactically execute? When there’s a buffet-like option, embracing multiple seems like a good idea. It is particularly easy if there’s a low financial cost (e.g. blogging, content marketing, social media). When every marketing dollar counts, putting all your money on one pony is a no-brainer. To get a copy of my 1-page marketing plan template, ping me at firstname.lastname@example.org.