5 Steps To Create A Sustainable Marketing Channel

  1. Hone Brand Messaging

Making your marketing sustainable starts with your brand messaging itself. Is your brand’s marketing concept iterative in a way that consumers can recognize? As you begin your strategy, can you imagine different spin-offs of your messaging that might live in adjacent categories? Thinking about the long term will help make sure that the brand messaging itself doesn’t wear thin after a few months.

Furthermore, consumers want to support companies whose values align with their own: how does your company’s messaging fit that, and what related values can be tied in? Ensuring that the marketing is purpose driven makes sustaining that marketing strategy easier, both for your team and also for the consumers of your products.

2. Utilize Content Marketing

One of the best ways to get your brand out into the world is through content marketing. Content marketing not only helps spread the word about your brand’s expertise and product line, but it also helps convert website visitors to paying customers. Building trust through content that is useful to your audience is a valuable way to create the sense of an experience around your offerings: not only are you providing a service, but you’re providing information on how to make the most of that service.

In order to make a content marketing process sustainable, you’ll want to plan ahead. With this comes brainstorming and laying out a content calendar for your brand, finding new ways to address consumer needs or new angles on popular topics. Once you’ve begun creating content that’s uniquely serving your audience, you can then spin off that content into smaller pieces, like graphics for social, printouts or checklists for your audience, or other digestible items. This will save time down the road, and keep your brand’s offerings focused around the same themes.

3. Streamline Paid Traffic

As you begin to lay out your marketing strategy, paid traffic to your site will help build your audience and seed familiarity with your brand. You can, of course, be strategic in the use of paid traffic — whether from web or social media — to help your brand grow with earned media hits. Ensuring that your paid media is targeting the right demographics, and also making sure that you’re investing in media strategy alongside your paid campaigns, can result in evergreen interest in your brand as it grows.

4. Generate Referrals

Of course, when a customer purchases something from your brand, that isn’t the end of marketing opportunities with that consumer. By checking in with them and making sure that their experience with your company is smooth and effective, you can convert those customers into evangelists for the brand. Once your customers feel comfortable with the quality of your service, they will also feel good about recommending it to their friends or followers.

This, in its own way will create a sustainable loop, as word-of-mouth spreads. You can make consumers feel special about using your brand by identifying and designating ‘power users’ based on frequency of use and loyalty. A rewards program or loyalty program is an example of how consumers can be elevated so they feel as though they are experts on your brand, and therefore more likely to share their knowledge or positive experiences.

5. Build Social Presence

Your social platforms can go hand-in-hand with your content marketing and consumer referrals, elevating pieces that are performing well and connecting with your audience. Creating a community on social is an important way that a marketing plan can become sustainable in its own right. Once you have a social fan base, you can use those platforms to source stories from users, or reactions to marketing ideas and topics of interest to the company. This can be a viable way to generate new content pieces, especially for business-to-consumer companies. Not only can you engage in conversation with your audience on social, you can steer the topic and tone of that conversation to your advantage.

Daniel Meek