You want to reach a lot of people with your marketing message, right?
And along with it, you want to have a greater impact on that audience too…
Then take a look at the graph – the numbers don’t lie! As the data shows, one way to expand your reach AND your impact is to put your message into multiple media channels simultaneously.
When you transmit your message beyond just one single media, the results compound upon themselves. Each media channel has a main audience, but they aren’t totally exclusive…
Seeing a message in a television commercial, then reading a reinforcing article in a newspaper or magazine will serve to drive the message home (and solidify a memory of expertise, trustworthiness, “newness,” etc.).
But that’s just one example of how media channels add up to yield greater results.
You see, people respond differently to various types of media – and we all have our favorites. An online ad may be completely ignored by one prospect, but entice another…
You want to reach your target audience on their preferred ground – so that means there’s plenty of ground to cover!
So how do you get started?
Begin with one channel and hone your message until it is (at least) breaking even… Then, while still working to improve that offer, expand to another channel. You can master media channels one at a time, reinvesting your money to continually improve your message and expand your reach.
Here’s just one example:
Say you start with a PPC campaign targeted at a specific audience. Once you’ve established some success with that campaign, you could create another campaign targeting the same audience with a new media (say, Facebook sponsored advertisements), and then maybe incorporate a direct mailer test…
Then leverage the news media with press releases, then – if your budget allows – start investing in TV or radio advertising…
As you expand to more and more media channels, the audience who will come in contact with your message grows, and the likelihood that people will see/hear your messages from multiple channels grows exponentially…
In the Predictable Profits Insiders’ Club, we refer to this idea as the “Money Wheel” – each branch of your marketing efforts is another spoke in the wheel, and more spokes = a stronger wheel!
Most people only have one or two spokes in their Money Wheel (one or two ways of generating revenue), and when one of them breaks, the ride gets real bumpy… real fast.
Beefing up the spokes in your Money Wheel means creating more stability for your business. Even if unforeseen changes break a spoke… you’ve got others in place to bear the load.
Transmitting well-tested messages across multiple media channels has a way of compounding to create a greater impact than the individual messages themselves…
Expand to new media to make your marketing more valuable than the sum of its parts – in this case, 1+1 really does equal 3!
In your corner,
Charlie