Multi-Channel Marketing Done Right

If you’re building an audience in 2024, one channel isn’t going to cut it.

And trying to be everywhere isn’t the answer either. In fact, it’s a deadly marketing trap that you should avoid at all costs.

So, if you’re an aspiring creator or solopreneur, you need to think strategically.

In today’s letter, I’m going to share with you a simple multi-channel marketing approach that will put you ahead of the majority of content creators.

1. A social Media Channel

A social media channel is every creator’s starting point.

If you’re building an audience, your main goal of being on social media is to network, build relationships, and maximise your reach.

When you’re just getting started, you only need one social media channel. Choose your platform based on where your audience hangs out the most.

Forget about slicing and dicing and repurposing content to other platforms. Focus on mastering one channel and building a highly engaged audience on this one channel.

If you do it right, you can build your business to $1M/yr without being on multiple social media channels.

Remember, every time you add a new channel to your strategy, you’re adding an extra layer of complexity. So unless there’s a strong strategic reason behind it, you shouldn’t do it.

And when it’s time to add another social media platform to the mix, you need to think of which platforms work best together.

For example, text-based content performs great on LinkedIn and X. These two platforms are similar in nature which makes repurposing content much easier.

2. A Discovery Platform

Pair your social media channel with a blog or a YouTube channel. This is one of the best moves you can make as a content creator.

The big benefit of being on a discovery platform is that people can discover you through search without specifically searching for you.

For example, someone searches for “how to create a marketing strategy” on YouTube. You happen to have a video on that so they discover you in the search results.

YouTube has a bigger upside than a blog. It’s the second largest search engine after Google. YouTube videos can rank in Google search result as well.

Moreover, YouTube's algorithm recommends videos to users based on their viewing history and preferences, making you even more discoverable.

Furthermore, video is the best way to build relationships at scale. It’s simply the closest thing to real-life interaction.

Not only that, but creating YouTube videos opens up a whole new realm of content repurposing possibilities. Simply put, video is king!

3. Email Marketing

Every creator needs a way to capture emails and nurture their relationship with their audience beyond social media channels.

You can create lead magnets like ebooks, email courses, or other resources, and offer it to your audience for free in exchange for their email address.

Or you could start a newsletter.

A newsletter can future-proof your strategy against algorithm changes on social media by giving you direct access to your audience.

Unlike social media platforms, where your content's visibility can be impacted by algorithm updates, a newsletter is a reliable channel to reach your audience.

It also creates new monetisation opportunities. According to multiple studies, the average ROI for email marketing is anywhere between $36 to $40 for every dollar spent.

When it comes to email marketing, remember, the money is not in the list. The money is in the relationship with the list.

Putting It All Together

What makes this lean channel strategy highly effective is that you’re not wasting your time with 3 or 4 social media channels that cover only one stage of the marketing funnel.

You’re covering the whole funnel with a simple and easy-to-maintain strategy that doesn’t require you to become a full-time content creator or hire a team.

I’m a huge advocate of doing one thing at a time. So, if you’re just getting started, build your social media platform first.

Once you’ve built an engaged audience (between 5K and 10K followers), it’s time to start collecting email addresses so you can take the relationship with your audience to the next level.

Next, start building your discovery platform.

You can start after you’ve hit your first 1000 newsletter subscribers or simply once you’ve gotten into a comfortable rhythm with your social media and newsletter content.

Just make sure that you’re not jumping from one step to another without making any substantial progress on your existing channels.

The truth is, there’s no single way of doing it.

You need to understand your niche, your audience, and your business model so you can identify the right next move.

If you enjoyed this, share it with a friend.

Until next time, keep creating!

Omara

Quick Picks

1. If you want some recent statistics about the creator economy, check out this blog post.

2. If you’re a coach or consultant, you might enjoy Donald Miller’s new book. He’s got some helpful tips, especially if you’re just starting out.

3. You’ll find some good online writing advice in this podcast by Shaan Puri and Sam Parr.

P.S. If you need help building your online presence and growing your business, book a 1:1 Coaching Session and let’s get you on the right track.