Consulting Services

Channel Strategy Consulting

Evaluate & optimize specific marketing channels for success.

A channel strategy focuses on one area of your marketing—such as social media, blogs, or podcasts—to assess the optimizations needed for success.

Often, our clients seek our counsel to assess if a specific marketing channel should be added to their mix or if the channels they currently use are optimized for success. As platform algorithms are updated, user demographics and behaviors change, content team members turn over, and customer needs change, it’s important to regularly assess your content mix and strategy—channel by channel—to ensure success is at your fingertips.

Often, our clients seek our counsel to assess if a specific marketing channel should be added to their mix or if the channels they currently use are optimized for success. As platform algorithms are updated, user demographics and behaviors change, content team members turn over, and customer needs change, it’s important to regularly assess your content mix and strategy—channel by channel—to ensure success is at your fingertips.

We’ve Helped These Companies Elevate Their Channels

How do we create your customized marketing channel strategy?

Through our channel strategy projects, we systematically assess your channel maturity and provide an actionable plan to increase success. Your channel strategy will be customized for your business goals and audiences. We include areas such as:
Building the Business Case
To support your team in getting organizational buy-in for new channels and proving the value and potential return on investment, our work together lays out the specific ways in which your new marketing channel will impact business goals. Not only will we look at how the channel serves your audiences, but also how it fits into your greater marketing ecosystem.
Channel Insights and Key Opportunities
This piece of the project optimizes a channel which is already in use for a brand. Understanding your brand's current approach on the channel, competitive review, audience nuances and channel algorithms become foundational to the potential opportunities on the channel.
Brand Approach
We will clearly and concisely create a channel strategy specific to your brand opportunity. The strategy may include:

• Channel Vision: Mission Statement & Core Purpose
• Audience Considerations: How the channel serves existing/prospective audiences
• KPI's & Analytics: Laddering to social / marketing / business goals
• Content Considerations: Voice & Tone, Content Pillars, Topics, Themes, Campaign Recommendations and Process Improvements
• Page / Profile Optimizations: Low-hanging fruit to maximize branding elements with channel algorithms
• Utilizing Talent: UGC, KOLs, Influencers, Ambassadors as content creators
• Executive and SME Social Training: Leverage your most valuable internal voices across social channels with thoughtful, best-practices workshops and training on social selling, social reputation management, and thought leadership

What happens after you have your channel strategy?

After the channel strategy has been delivered, many clients choose to continue the channel strategy work by adding on other strategies which we deliver as playbooks — thorough guides on best practices and optimization techniques to achieve your greatest ROI. These playbooks could cover topics such as nurturing the community or employee engagement.

In a playbook on nurturing the channel’s community, we would address areas including best practices for community management, posting/responding/interacting governance, how to grow the discoverability and therefore size of the community, converting those members to customers and more.

Within the employee engagement playbook, we focus on areas including inviting employees and nurturing internal influencers, managing brand guidelines and leveraging employee generated content.
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