Regardless of the industry an organization operates in, the marketing channel a leader chooses to use to contact current customers and prospects will have a direct impact on the success of their business. This is especially true now that websites and social media networks have become important components of interacting directly with stakeholders.
With online interactions becoming essential to operations, learning how to contact and build relationships with customers in this way is a hurdle business owners have to overcome. As business leaders, the members of Newsweek Expert Forum all have experience testing various channels for outreach and marketing purposes. Below they share how they best reach their target audience on their preferred marketing channel and why that method works so well for them.
1. By Maintaining Personal Business Relationships
In a continuously impersonal world, it's more important than ever to try and maintain that direct interaction to build business relationships. I find that webinars are great ways to present useful and helpful information on how you can provide value. This provides a more personal touch while also giving you the ability to address any questions or concerns in real time and really connect with your audience. - Israel Tannenbaum, Withum
2. By Balancing Professionalism and Humanity
I like the balance that LinkedIn offers with both professional interests and the human perspective. There is a wide range of global diversity of experience and opinion. Members are free to post critical thinking and thought leadership content, career accomplishments, human interest stories and business opportunities. Companies can promote their interests and opportunities as well. - Margie Kiesel, Avaneer Health
3. By Focusing on Flexibility
Email marketing is absolutely the backbone of my business as it offers lots of flexibility. It allows us to attract new customers and influencers to our business by providing value on a consistent basis. On top of that, the metrics and reporting are wonderful in terms of seeing what resonates and what doesn't. - Chris Tompkins, The Go! Agency
4. By Contacting Prospects Directly
Our business uses direct sales to reach potential customers and that works best for us. We have a website where we get leads that we contact through email and phone calls to try to set appointments. We find that the best sales for our business comes from face-to-face or video chat meetings, so that is primarily how we function. Using SEO with our website helps us target potential customers. - Baruch Labunski, Rank Secure
5. By Offering Clarity About Products and Services
I like LinkedIn because, when all is said and done, it is by far the best business channel even though it can often be confusing and frustrating. I have also shifted away from my own personal website by instead continuing to refine my profile and "about" section on LinkedIn. Doing the latter continues to help clarify what problems I solve and what products and services I offer to solve those problems. - Mark Goulston, Mark Goulston, M.D., Inc.
6. By Providing Continuous Value for Audiences
We communicate a lot on LinkedIn through our individual and company pages. Moreover, as a recruitment agency, we have regular newsletters for clients and candidates. We like creating white papers too. Good copy that provides value to the audience still goes a long way. We don't have to reinvent the wheel! - Krisztina Veres, Veres Career Consulting
7. By Leveraging Influencers With Reach
My primary marketing strategy relies heavily on digital influencers. The advantage of using influencers is that they generally span across multiple marketing channels. The time spent having to pick and strategize through a specific channel is mitigated with the utilization of influencer marketing. - Jacob Mathison, Mathison Projects Inc
8. By Deeply Understanding How Our Audience Operates
My personal primary marketing channel is LinkedIn because this is where my audience is spending the majority of their time. I believe a company or person needs to understand their target audience, including where and how they are most likely to consume content before choosing a primary marketing channel. - Mary Cate Spires, Reputation Avenue
Uncommon Knowledge
Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
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