We asked our conference attendees to give us their suggestions for content that they want to read, hear and learn more about.
We listened. Many attendees wanted to know more about how to efficiently and effectively market their product. So how do you best prioritize your multi-platform marketing strategies?
With so many media possibilities and distribution channels available, choosing the right ones can be overwhelming. Your website, blog, email campaigns, social media, video, live events, print, direct mail (and more) all need attention. Plus all digital marketing efforts must be able to viewed on multiple devices.
One of the great advantages of being niche, however, is that niche publishers possess much more flexibility in budget and programming than mega-media companies. Being able to adjust to the results and ROI quickly is key. Here are some guidelines to keep in mind when developing a multi-platform marketing plan for your niche magazine:
- Define your marketing objectives—and your budget constraints. Keep your objectives realistic and attainable. This doesn’t mean that you shouldn’t push yourself or strive for higher goals, but it’s important to have a marketing plan that you can take action on immediately.
- Evaluate multiple platforms simultaneously. Compare and analyze the results. Incorporate A/B testing to learn what resonates best with your readers. Then repeat—and often. Evaluation has to be ongoing to learn what’s working. Survey your audience at every opportunity.
- Avoid “Shiny Ball Syndrome.” Yes, it’s important to try new strategies and channels but don’t invest all your staff time and money in only one next best thing.
- Develop meaningful reports. Nothing is worse than rote reports that have been done forever, distributed weekly and mean nothing to your team. Decide what matters and then talk about it with the group, don’t just email it out with no feedback or discussion. Challenge your conventions!
- Remember the readers are in control. The rules of engagement are clearly created by your audience. They will tell you what they want and how they want it. Should you push the content envelope? Absolutely. But don’t get hung up on continually pushing out a marketing message that’s not producing the results you want.
The above 5 guidelines may seem obvious, but you would be surprised how many media organizations, large and small, don’t take the time to walk through these steps before creating their marketing plans. Trust your gut, trust the data more and stay disciplined for marketing success.
About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast…who sometimes gets carried away.
Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau–Niche Media’s Grand Poobah–also created a blog all about creating and marketing targeted events: blog.NicheEventNation.com Check it out!
Image from freedigitalphotos.net