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Laying the Groundwork: Choosing the Right Marketing Channels and Tactics


With numerous marketing channels and tactics available, it can be challenging for CEOs to determine the most effective ones for their business. In this third installment of our Comprehensive Marketing Strategy Guide, we'll provide insights into selecting the right channels and tactics to maximize your marketing impact.

Evaluating Marketing Channels - Remember you should not be thinking about them all

  • Iterate, test, iterate, test, iterate, test get the idea

  • Assess the effectiveness of various channels, such as content marketing, SEO, social media, email marketing, and paid advertising

  • Aligning channel selection with your target audience and business goals. A big mistake a lot of people make is thinking "well everyone is doing TikTok maybe we should." or "We should do ABM it's the key to our success." Marketing isn't so finite it requires testing and optimizing.

  • Exploring best practices and innovative tactics for each marketing channel

  • Customizing tactics to resonate with your target audience and brand identity

  • Establishing KPIs for each marketing channel

  • Continuously monitoring and optimizing channel performance to maximize ROI

Testing and evaluating

the effectiveness of different marketing channels is crucial to optimize your marketing strategy. Here are some examples of how you can test various channels and decide which ones work best for your business:

A/B Testing for Email Marketing:

Test different subject lines, email copy, design, and calls-to-action (CTAs) to see which variations result in higher open rates, click-through rates, and conversions. Send the variations to random subsets of your email list and measure their performance to determine the most effective approach.

Social Media Ad Experiments:

Create multiple ad variations with different visuals, ad copy, and target audiences. Run these ads simultaneously on your chosen social media platforms and analyze the performance metrics, such as impressions, clicks, and conversions, to determine the best-performing ads.

Landing Page Optimization:

Design two or more versions of a landing page, each with different headlines, copy, images, or CTAs. Use a tool like Google Optimize or Optimizely to split traffic between the variations and monitor conversion rates to identify the most effective landing page design.

Content Marketing Performance:

Publish various types of content, such as blog posts, infographics, case studies, and videos, on different topics. Measure the engagement metrics, including page views, time spent on the page, social shares, and backlinks, to determine which content formats and topics resonate best with your target audience.

Example Playbooks

For the sake of not giving away all my secrets 😊 and hoping you'll want to engage with me in a more strategic way, I'm only going to give you simple playbooks.

The deeper side of this are the specifics

Content Marketing

Topic: Industry trends, how-to guides, case studies, whitepapers, and thought leadership articles

Playbook: Develop a content calendar that outlines topics, formats, and publishing dates. Conduct keyword research to optimize content for search engines, promote content through social media and email marketing, and track engagement metrics to refine your content strategy.

Social Media Marketing

Topic: Company news, product launches, promotional campaigns, user-generated content, and engaging visuals

Playbook: Identify the social media platforms where your target audience is most active, create a posting schedule, and develop platform-specific content. Engage with your followers through comments and messages, and use analytics to track performance and optimize your social media strategy.

Email Marketing

Topic: Newsletters, product updates, promotional offers, and personalized recommendations

Playbook: Build an email list through lead magnets and opt-in forms on your website, segment subscribers based on demographics and behavior, create tailored email campaigns for each segment, and A/B test subject lines, email copy, and calls-to-action to improve open and click-through rates.

Search Engine Optimization (SEO)

Topic: Keyword-optimized content, on-page optimization, and off-page optimization

Playbook: Perform keyword research to identify high-traffic, low-competition keywords, optimize website content and metadata for these keywords, build high-quality backlinks through guest posting and outreach, and monitor website performance using SEO tools like Google Analytics and Google Search Console.

Pay-Per-Click (PPC) Advertising

Topic: Search ads, display ads, and social media ads

Playbook: Identify target keywords and audience segments, create compelling ad copy and visuals, set up conversion tracking, and allocate budget based on bids and ad performance. Continuously monitor and optimize campaigns by adjusting bids, targeting, and ad creatives to improve click-through rates and conversion rates.

Influencer Marketing

Topic: Product reviews, endorsements, sponsored content, and influencer collaborations

Playbook: Research and identify influencers who align with your brand values and have a significant following within your target audience. Develop a mutually beneficial partnership, set clear objectives and guidelines, and track the performance of influencer campaigns in terms of reach, engagement, and conversions.

Video Marketing

Topic: Product demonstrations, tutorials, webinars, customer testimonials, and behind-the-scenes content

Playbook: Determine the best video formats and platforms for your target audience, create engaging and informative video content, optimize video titles and descriptions for SEO, and promote videos through social media, email marketing, and your website. Monitor video performance metrics to refine your video marketing strategy.

Event Marketing

Topic: Trade shows, conferences, webinars, workshops, and networking events

Playbook: Identify relevant industry events that attract your target audience, set goals for event participation (such as lead generation or brand awareness), create promotional materials and booth designs, and follow up with event attendees through email campaigns and sales outreach.

Measuring Success

To measure channel performance for each of the eight marketing channels mentioned, you can use the following metrics and methods:

  1. Email Marketing:

    1. Open rate: The percentage of recipients who opened the email.

    2. Click-through rate (CTR): The percentage of recipients who clicked on a link within the email.

    3. Conversion rate: The percentage of recipients who completed the desired action (e.g., making a purchase, signing up for a webinar).

    4. Unsubscribe rate: The percentage of recipients who unsubscribed from your email list after receiving the email.

  2. Social Media Marketing:

    1. Impressions: The number of times your content was displayed on users' screens.

    2. Engagement: The sum of interactions on your content, including likes, shares, comments, and clicks.

    3. Follower growth: The increase in the number of followers on your social media accounts.

    4. Conversion rate: The percentage of users who completed the desired action after engaging with your social media content.

  3. Content Marketing:

    1. Pageviews: The number of times your content was viewed by users.

    2. Time on page: The average amount of time users spent on your content.

    3. Bounce rate: The percentage of users who left your website after viewing only one page.

    4. Social shares: The number of times your content was shared on social media platforms.

  4. Search Engine Optimization (SEO):

    1. Organic search traffic: The number of visitors coming to your website through search engine results.

    2. Keyword rankings: The position of your website in search engine results for targeted keywords.

    3. Domain authority: A score that predicts how well your website will rank on search engine result pages.

    4. Backlinks: The number of external websites linking to your content.

  5. Pay-Per-Click (PPC) Advertising:

    1. Click-through rate (CTR): The percentage of users who clicked on your ad out of the total impressions.

    2. Cost-per-click (CPC): The average amount you paid for each click on your ad.

    3. Conversion rate: The percentage of users who completed the desired action after clicking on your ad.

    4. Return on ad spend (ROAS): The revenue generated from your ad campaign divided by the total ad spend.

  6. Influencer Marketing:

    1. Reach: The number of users who saw the influencer's sponsored content.

    2. Engagement rate: The total number of likes, comments, and shares divided by the number of followers or impressions.

    3. Conversions: The number of users who completed the desired action after engaging with the influencer's content.

    4. ROI: The revenue generated from the influencer campaign divided by the total cost of the campaign.

  7. Video Marketing:

    1. Views: The number of times your video was watched.

    2. Watch time: The total amount of time users spent watching your video.

    3. Audience retention: The percentage of the video that users watched before leaving.

    4. Engagement: The sum of interactions on your video, including likes, shares, and comments.

  8. Event Marketing:

    1. Leads generated: The number of new leads collected during the event.

    2. Networking opportunities: The number of meaningful connections made with potential partners or clients.

    3. Sales: The number of sales made as a direct result of event participation.

    4. ROI: The revenue generated from the event divided by the total cost of event participation.

These metrics will help you measure the performance of each marketing channel, allowing you to optimize your marketing strategy and allocate resources effectively.


Selecting the right marketing channels backed by data and continuously measuring their performance through testing is vital for businesses to succeed in today's competitive landscape. This data-driven approach ensures that marketing efforts are targeted, efficient, and yield the highest return on investment. By focusing on the most effective channels and optimizing their performance, businesses can reach their target audience, engage them effectively, and ultimately drive conversions and revenue growth. Moreover, this iterative process allows organizations to adapt and refine their marketing strategies, keeping them agile and responsive to market trends and customer needs. Investing in data-backed channel selection and performance measurement is not just a smart move; it is a necessity for businesses seeking sustainable growth and success in the long run.

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