Ros Conkie Marketing
  • About
    • Case studies
    • Careers
  • Get Started
    • 2hr Strategy Session
    • The Marketing Machine Programme
    • Support for Scaling Businesses
    • Developing your first marketing hire
    • Pro Bono
  • Resources
    • Blog
    • Free Guide: How to do marketing that actually works
    • Free guide: How to attract amazing customers
    • Free tutorial: End Scattergun Marketing Forever
    • Free marketing advice by email
    • Reusable 90-day planner
    • 90-day marketing planning journal
  • Contact
  • Members login

My Articles

“All in” or “hedge your bets”: how many promotion channels do you need?

5/8/2019

Comments

 
Promotion channels
Is it better to heavily promote your business via one channel (e.g. do loads of digital advertising on one platform) or is it better to spread your budget across a number of different channels?

To answer this question, we need to understand the psychology behind how people buy things. Specifically, we need to understand how people become convinced that a company or product is a legitimate option and worthy of consideration.

Convincer strategies

We all have different mental strategies for deciding whether something is “OK”. Some people don’t need much evidence to be convinced of something. Other people need a lot of evidence before they believe something is true.

If you’re only promoting yourself in one place then you will only attract those who only need one source of evidence. Anyone who needs more than one source will probably not be convinced to take action and you’ll miss out on a big chunk of your market.

On average, people need three sources of evidence before they’re convinced something is true. We see this evidenced in academia when research has to be replicated three times before it is accepted as true.

How do we apply this to marketing?
What this means for our marketing is that we need our customers to hear about us from at least three different sources. So for example you might undertake the following “awareness” driving activities:

  1. Advertise regularly in a publication your audience often reads
  2. Attend an exhibition that your audience attends
  3. Make sure you rank highly for the search terms your buyers typically use

Ideally you’d want to appear in more than three places because many people need more than three sources of evidence before they’re convinced. I usually recommend my clients aim for five.

How does ‘word of mouth’ work?

As a channel, word of mouth works a bit differently because hearing a recommendation from three different people may count as three different sources (from the buyer’s perspective).

Those people who need just one source of evidence may ask only one person for a recommendation for something they’re considering buying. People who need more sources of evidence will probably ask a few people and will only consider the options that have been recommended a few times.

If word of mouth is a big business generator for you then you need to make sure you stay front of mind with the people who are most likely to be asked for recommendations for your products or services.

Need more help?

If you’re not sure which channels you should be showing up in, perhaps I can help. Email me to book in a free 30-minute phone consultation. I look forward to hearing from you.

Can I keep in touch with you? If you'd like to see my latest blogs and hear about upcoming events, please sign up to my newsletter.
 

Comments

    Get marketing blogs by email

    Get strategic advice, tips and ideas straight into your inbox every fortnight.
    Yes please!
    x
    Get strategic advice, tips and ideas straight into your inbox every fortnight.
    Rest assured, you can unsubscribe at any time. I look after my clients' data VERY carefully.

    Categories

    All
    Coaching & Mentoring
    Content Marketing
    Customer Loyalty
    Customer Profiling
    How To Engineer Your Marketing
    Influencers
    Marketing Management
    Marketing Measurement
    Marketing Messages
    Marketing Planning
    Marketing Strategy
    News And Events
    Pricing
    Product Development
    Sales
    SEO
    Social Media
    Start Ups
    Strategic Training
    Value Proposition

    RSS Feed

​Copyright © Ros Conkie Marketing      Privacy Policy      Cookie Policy​      Contact
​
Ros Conkie is a Marketing Consultant based in Portishead near Bristol, North Somerset, UK

This website uses cookies to ensure that you get the best experience. If you continue to use the site without changing your settings then I'll assume you're happy to receive all cookies at www.rosconkie.com. You can find out how the site uses cookies here.
  • About
    • Case studies
    • Careers
  • Get Started
    • 2hr Strategy Session
    • The Marketing Machine Programme
    • Support for Scaling Businesses
    • Developing your first marketing hire
    • Pro Bono
  • Resources
    • Blog
    • Free Guide: How to do marketing that actually works
    • Free guide: How to attract amazing customers
    • Free tutorial: End Scattergun Marketing Forever
    • Free marketing advice by email
    • Reusable 90-day planner
    • 90-day marketing planning journal
  • Contact
  • Members login