Selecting the Right Tactic
now that you have a clear understanding of what you're trying to accomplish for who and what it is that you need to communicate to get them to act. We now can get into identifying the specific channels and tactics that we will use to achieve our main objective. First, let's talk about channels for simplicity, channels are simply the means used to transport a message from a maker to a potential customer. We need to use the channels that are most relevant to who were attempting to communicate with in order for our message to be delivered. Here is a framework for understanding different types of channels and how they could be used. Using this framework. We look at earned paid and owned buckets for our media, paid media buckets are the media that we use, where we have to pay to get our message across. We generally use paid media to talk to people that we haven't met before or people that are unaware of our business. We might use display ads, pay per click advertising, retargeting ads, paid...
content promotion or even social media ads of methods of paid media owned media would be channels that we own that We don't have to pay anything to say. Our message on this is our website. This is our own facebook page or instagram page. This is our mobile site or even a blog site. Earned media on the other hand is media that we don't pay for and it's also something that we don't own what we hope is happening here is equivalent to word of mouth where we want positive people to be talking about positive things about our business, earned media would be public relations could be mentions on social media, repost reviews but not our channels. These are channels that our customers and they can say anything that they want on those channels. The reality is we need to understand that they're always having a conversation about our business. And in many cases we can use earned media to influence that conversation to make it more positive or to amplify the positive elements of those conversations as it relates to our business. Pay channels are best used for broadcasting a message or driving awareness. Own channels are best used for communicating your story to current and or potential customers while earned channels are great for increasing consideration but can also be used for awareness purposes. Let's take a look at Casper mattress company to see how they have used a number of different tools within these different channels here you can see Casper mattress has used search on underpaid facebook, I. G. And Youtube videos under there earn channels, they use reviews, reviews, can sometimes fit into that gray area if you're paying an influencer to talk about your product and then they have their own channels, which is the brick and mortar stores as well as their website. While the earned channel can be most trustworthy, it's much harder to influence. So it really is important to strike the right balance. Neither of the channels are to be used exclusively for one role, but it's often helpful to think about these buckets when initially considering the types of tactics that will work best for your marketing campaign. In this next section, I will offer a brief overview of some of the channels, how they may be used and how some best practices can be used to help you and or your clients get the most from your efforts. In the following sections, we will review social media search, marketing, email and influencer marketing and a little bit more detail.