Today, let's talking about how to pick amplification platforms – and why you should limit your platforms, especially if you have a small marketing team.
Amplification channels are third-party sites where you can share your messages and reach new and existing customers. Most amplification channels fit into one of three categories:
In my book Minimum Viable Marketing
, I share my framework for a simple marketing strategy that helps you streamline and focus your efforts. This includes limiting your attention to two amplification platforms for at least 90 days. This doesn’t mean that you’re “stuck” with these platforms forever, or that you can never expand beyond them. It just means that for at least 90 days, you’re going to show up consistently on these platforms so you can start getting amazing results.
Your Amplification Channels Should…
Amplification channels aren't just for your vanity or another way for you to spend your time. Amplification channels should:
- Reach most of your ideal customers
- Leverage your skillset and interests
- Fit within your budget
For example, your ideal clients may spend hours every week scrolling Instagram, but if you don’t have an eye for photography or designing share-worthy quote images (and you don’t want to pay someone else to do it for you), then Instagram may not be one of your top two platforms.
Picking Amplification Channels
So, how do you pick your amplification channels? Don’t just rely on gut instinct. Instead, you’ll want to do a bit of research including how many active users it has, what format of content it uses, and how your audience is using the channel. For example, if a hot water heater goes out in the middle of the night, your customers probably are not hopping on Facebook to find a plumber. You’re better off investing in paid search or review sites.
Also take a look at your competitor’s presence on the platform. Do they have a lot of followers, and are they posting regularly? You don’t have to hop on a platform just because your competitor is on it – or avoid one because they’re not using it. It’s good to know what they’re using and how so you can make your own best choices.
Finally, get really honest with yourself about your preferences and your budget. Many amplification channels require you to create new content specifically for them – including social media and search platforms.
Ask yourself: What types of content do you like to create? How often can you share content or launch new campaigns? If you’re going to outsource part of your marketing or invest in paid advertising, you also need to think about how much you want to spend. Increasing your reach is going to take one of two things: time, or money.
(PS. You get a worksheet with all of my questions you should answer when picking amplification channels as part of the HeyBrandi Resource Library and inside of the book Minimum Viable Marketing
If you’ve already been promoting your business and sharing your content online, then you’ll want to look at your metrics to see where you’re getting the best results (in addition to the questions above) to make sure you don’t cut off your nose despite your face.
Categories of Amplification Channels
One question that I get a lot when I recommend limiting your focus to two amplification channels is if they have to be from the category – like two social media sites, or two search sites.
They absolutely do not need to. I have seen some clients double-down on a single platform, like doing a Facebook page and Facebook paid ads. Others have done PPC ads and Twitter. Still others have skipped social all together and focus on YouTube and PPC. It’s all about what works for you to reach your target customers.
This resolution is closely related to resolution number three that we’ll dive into with more detail next week – I resolve to be consistent in my marketing efforts. By focusing your effort on only two amplification platforms, you free up both the time and mental space to be consistent. And consistency is what gets results.