Strategic Channel Selection Drives Leads

Strategic Channel Selection Drives Leads

Strategic channel selection for your storytelling can drive leads to your sales funnel.

There are countless number of channels to consider, but I have organized them according to three primary brand marketing goals – – building  awareness, establishing credibility and creating energy. I cleverly call this the ACE system. I appreciated in its simplicity and power because it assures that you evaluate and eventually execute the most effective storytelling channels.

Of course, the guiding light on your channel selection should be based on your knowledge or even informed assumptions about where your audience is going for information.

There is a sharing of these goals and channels so don’t feel it’s firm about what category they fall in. They are guidelines:

Building awareness

  • Publicity
  • Social media marketing
  • Optimized website
  • Email marketingInfluencer marketing
  • Traditional and online marketing
  • Content marketing
  • Direct mail marketing
  • Search engine optimization (SEO)
  • Mobile marketing
  • Billboard
  • inbound marketing

Establishing credibility

  • Advisory board
  • Claims demonstrations (live or filmed or challenges)
  • Endorsements
  • Certifications
  • Design or process innovation
  • User generated content
  • Partnerships and alliances
  • Guarantees
  • Referral marketing
  • Community marketing
  • Webinars
  • Word-of-mouth marketing

Creating energy

  • Cause marketing
  • Sponsorships
  • Event marketing
  • Brand ambassadors
  • Promotions
  • Customer experience
  • Event marketing (online and offline)
  • Celebrity spokesperson

Remember that channels used for storytelling are a valuable strategy as part of my STAR marketing system.

So what other channels are you using for storytelling?

If you’re interested in improving your marketing, take this basic and powerful assessment and let’s start a conversation about how to get you growing.

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