Do You Have an Effective Distribution Strategy? (Local Audience Development)
Simply being present isn't a distribution strategy and without a distribution strategy you aren't capable of effectively marketing your business.
Having something to say, even something important and useful to say, isn't enough. As the video explains, simply having a presence be it a website, Facebook page, brick & mortar store, or even a print publication is not sufficient.
When I snuck out early to go golfing I was shocked to find the course completely empty, it appeared abandoned. While it made for a fast round of golf for me it made for a financial loss for the golf course because they didn't have an effective distribution strategy to share their great deal.
Are you suffering the same fate?
An effective distribution strategy starts with a plan and knowing your audience. Where is your audience? How do they prefer to be contacted (or messaged to) and in with what type of messages (long, short, funny, educational, discounts, etc)? How will you cultivate the ability to reach them (collect emails, grow your Facebook following, buy ads, find physical distribution locations)?
Don't stop there, look for ways to combine distribution strategies. If you send an email encourage them to follow you in social media. If you buy an ad encourage them to visit your website, then subscribe to your email list (explaining why they should and what they can expect from you). If you have a print publication why not visit the website AND subscribe and follow on social?
Distribution is so critical it's part of the 4Ps in the fundamental marketing mix - "place."
What's the best part of your distribution strategy? What do you find works the best for your business?
If you're a print publisher you should be thinking about Audience Development - Watch our free 20-minute webinar and download the checklist!
