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Leveraging Marketing Channels is the Key to Business Growth

Posted on: September 29, 2015
Tags: Marketing strategy
Leveraging Marketing Channels is the Key to Business Growth

The way you create awareness, build trust, convert leads, generate repeat sales and ultimately turn customers into loyal fans has changed quickly and presents a whole new way of thinking about business growth.

Today’s marketer has at least sixteen channels to choose from and most feel the pressure to participate in all. Some of these include:

  1. Referral Marketing 
  2. Public Relations 
  3. Online Advertising 
  4. Offline Advertising 
  5. Content Marketing 
  6. Sales Playbooks 
  7. Email Marketing 
  8. Utility Marketing 
  9. Influencer Marketing 
  10. Search Engine Optimization 

For a complete list of marketing channels from John Jantsch at Duct Tape Marketing, click here.


The scattered and fractured nature of new and evolving channels is one cause of stalled growth for many businesses.

Trying to jump into every new channel just leads to frustration – particularly when many of these channels show little promise for the unique objectives of most businesses.

A far better path is to set a goal of finding your primary channel, begin working within it and build on your success.


What if you looked at content marketing as a way to make your sales efforts more effective? Then, you armed your sales team with customer videos and research data in the form infographics?

What if you found places your sales team could contribute content? Then you stepped into the speaking channel by finding places your sales team could present or set up online webinars conducted with existing clients, prospective clients, and other sales team members?

The point here is that instead of looking for ways to get into more channels, find ways to blend new channels into what already works. This strategy allows you to see immediate results in something that has already proven to be a winner.


When you adopt a channel leverage approach, you’ll spend far less time trying to figure out new channels and opportunities, and far more time working in ways to support your goals and objectives.

When it comes to growth – less is more, and eventually you will test new channels not simply focused on growth, but on profit.

Your goal should be to find your primary channel, perfect your growth there, and then simply experiment with ways to leverage that success through the convergence of other channels.

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