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Why Do You Need To Focus On One Marketing Channel at A Time?
By: Admin Posted on: December 2, 2016 Category: social media

Social media is the best thing that happened in the current digital world that digital marketers and business owners can leverage on to create their business presence. It was nearly impossible for the local brand to become popular nationwide, but social media and digital marketing have made it possible for both small and established brands to reach every corner not only of their own country but also to the different parts of the world. Businesses are also using social platforms to reach out maximum customers including highly targeted hidden customers through individual and direct engagement.


Almost all marketers and business owners are very well aware of the power that social media holds in the presence time. Some of them jump the gun without even knowing which social platform will be the best for their business. The marketing experts have an overarching maximalist way of thinking in marketing, which has made them experience marketing overload. It cannot be denied that they have a few marketing strategies to choose from and these include:

  1. Content marketing

  2. Email marketing

  3. Social media

  4. SEO

  5. PPC

  6. Influencer marketing


This has made several companies undergo fatigue and exhaustion as they fail to extract the full potential of each channel through their marketing strategies. Before completing their marketing tasks on one channel, they start the thing and sometimes even working on three more channels. If you are also doing the same, then you must know your efforts will get wasted resulting in no positive outcome. Neil Patel, one of the top 10 marketers also believes that one should choose to focus on a single marketing channel at one time. Let’s understand why.


Why Do You Need to Focus on One Marketing Channel?


There is a very common saying that “It is difficult to tell the key to success, but the key to failure is trying to please everyone.” This applies well to the marketing. As already mentioned, trying to manage different channels can be devastating, and you’ll definitely drag yourself miles away from your goals. Even if you are a marketing expert with years of experience, you cannot spend your necessary time extracting the full potential of all social channels together. But when you spend your time and efforts on one channel, you can definitely give your 100% to it. This will help you run your marketing campaign at a high level and also achieve desired results quickly. Your attention on a single channel will definitely make you master that channel before you move to your next marketing strategy.


Working on Multiple Channels Togather Can be Problem for You


There are 13 types of B2B content marketing tactics that are commonly used. These include:

  1. Social Media Posts

  2. eNewsletters

  3. Blogs

  4. Case Studies

  5. Articles

  6. Events

  7. Photos

  8. Blogs

  9. Videos

  10. Infographics

  11. White Papers

  12. Webinars

  13. Presentations


What will happen if you will perform these 13 tasks for all social channels? Just think of it? It would be extremely hectic as on an average, the marketer is active on at least 6 of these commonly used social channels:

  1. Facebook

  2. Twitter

  3. LinkedIn

  4. Instagram

  5. YouTube

  6. Google+

  7. SlideShare

  8. Pinterest


Moreover, it doesn’t matter whether you are posting same or different content on all social platforms, it is still time-consuming and the overall effectiveness of each channel will be marginal. And this could get worse if you have a small marketing team and they are also handling a bundle of other marketing projects. So, it would be simply impossible to devote enough hours in the day to make sure everything is performed completely and working well. This makes certain tasks of your marketing campaign suffer. So, it is always better to focus on a single marketing channel and hit it hard so that you can see significant results. You need to make sure that the specific channel you are working on is giving your desired results by helping you reach your target audience, generating leads, and increasing conversion rates. In other words, it must give you an opportunity to maximize your ROI.


Is It Fine to Perform Multitasking?


A study from the University of London has revealed that “subjects who multitasked while performing brain-intensive tasks demonstrated IQ drops similar to people who are sleep-deprived or smoked marijuana.”


There is a scientific explanation of this phenomenon explained by neuroscientist Daniel J. Levitin. According to him, “Multitasking has been found to increase the production of the stress hormone cortisol as well as the fight-or-flight hormone adrenaline, which can overstimulate your brain and cause mental fog or scrambled thinking.”




So, it can be said that multi-tasking is not at all a good strategy to follow as a marker. In fact, it can be quite harmful to your efficiency and overall productivity. So, if you focus on just one at a time, it will allow you to be as effective and efficient as possible.


 Does Money have Nothing To Do With It?


It’s been found that marketers have to spend more than their inbound budgets for performing activities on all social channels together. On the other hand, working on a single channel at a time will cost you considerably less than following a multi-channel approach. Things can get ugly if more than one of those techniques fail and it will obviously going to hurt your ROI. Those businesses that are in their initial phases have a tight budget. Therefore, focusing on one marketing channel at a time will allow you to capitalize on the funds you will spend into the campaign.





The idea is not to discourage you from using more than one social channel, but make you aware of the fact that there is no point in going overboard and spreading yourself too thin, especially when you are at the initial stages of your of your marketing campaign. The suggestion is just to make things simpler and work on one channel and get it running well.

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