Clever Counsel #11 - Four Marketing Channels
I've recommended Alex Hormozi's book "$100M Leads" many times, because it's the kind of business development book that provides actionable, real-world advice (not just empty fluff).
In his book, Alex walks through a simple grid outlining four distinct marketing channels (and shares lots of tips for maximizing each type).
I often use this grid to organize my thinking and activity for my consulting business - it really helps me to have a structure.
Here are the four channels, their definitions, and just a few examples of my own marketing activities that fall within each one.
Keep in mind that this is just a starting point - within each category, the opportunities are limitless if you're willing to get creative.
People I Know (1:1)
Definition: Personal, one-to-one connection with people I know (defined as those I've had an actual conversation with). Most consultants spend all their time on this channel.
Example: Quarterly value-add emails to my warm contact list to share a few insights or resources they might enjoy, or regularly scheduling virtual coffee catch-ups.
People I Know (1 to many)
Definition: Mass communication or connection with a large group of people I know (may include anyone in my network I've had an actual conversation with).
Example: Posting tips and insights to my LinkedIn so my followers / network can benefit, or sending an email blast to a small group of contacts.
People I Don't Know (1:1)
Definition: Personal, one-to-one connection with people I don't know (includes people I've connected with on LinkedIn or emailed with but never spoken to).
Example: Cold outreach emails to prospective clients (see CC #8 for more on how I approach that), or leaving voice memos for new LinkedIn connections.
People I Don't Know (1 to many)
Definition: Mass communication or connection with a large group of people I don't know (includes people I've connected with on LinkedIn or emailed with but never spoken to).
Example: Running paid ads on LinkedIn to promote a lead magnet targeting my ideal client, or starting a newsletter and capturing new subscribers every week.
If you're a person who needs structure (like me), consider using this framework to organize your daily and weekly tasks to market and position your business. It's really helped me to stay organized.
Oh, and go read Alex's book!
