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Marketing Strategy: All Channels Should Work Together

marketing strategyYou only have so many hours in the day, but yet you have many different tasks to accomplish. With new social media networks and other marketing tactics seeming to spring up on a daily basis, this must-do list is constantly growing, while your available time stays the same.

In order to get as much as possible accomplished, multi-tasking is a must. This means you also need to try and work towards as many goals as possible simultaneously. Creating a system in which you incorporate different tactics into one overall strategy so they all work together will allow you to work more efficiently and get the maximum results for your efforts.

Savvy marketers look for ways that their individual marketing tactics can complement each other and work in tandem, each supporting the others to achieve the overall final goal.

Let’s take social media and email, for example. These are each very different mechanisms, but are both effective ways to spread your message and increase awareness of (and engagement with) your brand. Social media is of course more immediate and personal, and offers a way to have a real-time dialogue with your followers and audience. Email is more distant and creates a one-way conversation, but allows you more room to expand upon your messaging, without the risk of negative comments or the possibility of your discussion being “hijacked” by someone who takes it in a totally different direction.

You can help these tactics work hand-in-hand with a few simple tweaks, such as including social sharing links within your email and encouraging your social followers to reach out to you directly via email. To give the process a boost, you can provide a little incentive, such as by offering your email subscribers the chance to enter a contest or get a special deal if they share your content on social media or otherwise interact with you there.

Needless to say, trying to juggle and coordinate all of these communication channels can be a challenging task. There are tools and tactics to make it a bit easier, though. Establishing an editorial calendar can help you stay on top of your messaging on blogs, email, social media channels and others and allow you to plan ways to make them all work together. Of course, you don’t want your content on each channel to be exactly the same but you can find ways to implement a common thread or theme that gives them a unifying style or voice.

If this still all sounds overwhelming, there’s one easy solution: letting us handle your marketing strategy for you, as we do for many of our clients.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.