How to narrowly focus your marketing for greatest impact

Online channels are all well and good, but they’re growing increasingly expensive, and there’s a lot of clamoring for attention. Consider scaling back—and maybe even offering tasty samples.

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Juggling all the latest communication channels can end up flatlining your marketing efforts.

Brand marketers are finding it increasingly challenging to meet rising customer communication expectations. According to Invesp, 95 percent of marketers say they understand the value of a multichannel approach, but only 73 percent have a vetted multichannel strategy ready to use.

A focused, “less is more” approach will be more beneficial than having your hands in everything. Determine how many channels you can handle, master them, cut them if they do not work, and add more as you are able.

Cases in point

Take Sophia Amoruso’s success story. She started Nasty Gal alone with a shoestring budget and then mastered each social media platform as her customers migrated to newer ones. As a result, she grew her company 500 percent each year from its inception to 2014.

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