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Futureproofing your marketing: The benefits of prioritising owned channels

While the digital world slows down for no one, one way to futureproof your marketing is to prioritise owned channels.

What do we mean by owned channels?

These are the channels and touchpoints that you have direct control over. These include:

  • website
  • data collection forms
  • email lists
  • mobile apps

By making these channels a priority, you can build an audience that is not dependent on third-party platforms working or the algorithm gods allowing your content to be seen. This results in a more secure foundation for your marketing efforts and your business as a whole. 

What's the business benefit?

Alongside owning your customer data and being able to directly reach them without fighting algorithms (which seems like a no-brainer already), there are further benefits. These include:

  • More control over your audience and message delivery – who sees what, where they see it and how.
  • Reliability, stability and security. By this we mean if Meta disappears tomorrow, your data is still yours. Whereas your Instagram and Facebook contacts (and content) will disappear
  • Ability to collect first-party data to then segment for highly targeted and personalised campaigns.
  • Building a consistent and recognisable brand identity.
  • Creating a sense of trust and familiarity with your audience.
  • Greater control over data privacy and compliance regulations

Want to take inspired action? Here are several practical ways to grow YOUR owned channels

1. Optimise your website:

Investing in SEO can help improve the visibilty of these channels in search engine results pages. If your site is mobile-first, trustworthy, authoritative, fast and relevant to the user’s search term, there is a higher chance that your content will be discovered. In addition, make sure you have plenty of clear call-to-action and sign-up forms to encourage customers to join your email list – it will increase your chances of conversions.

2. Create valuable content:

Create relevant content to educate, inform, and entertain your audience. Part of your brand is showcasing its personality! Share industry news, tips, and case studies that are relevant to your target audience. White papers, surveys, quizzes and downloads will all encourage your audience to give up their contact information with full consent in return for the goods. Building your database is with relevant contacts is the ultimate WIN when it comes to a healthy owned channel strategy. 

3. Use social media:

Use it before you lose it. Use social media platforms (when they’re up) to expand your reach and connect with your audience and direct them towards your owned channels. Connection is everything, so share your content, show up in conversations, and engage with your followers. The point is not to limit your distribution efforts to your social platforms, make them part of the mix. 

66% of marketers say social listening has increased in value for their organisation over the past 12 months (Hootsuite)

As with all good relationships, communication is a two-way street. Encourage your audience to share their thoughts, feedback and ideas. This is a great way to get rich insight! Respond to comments and messages promptly and authentically. An AI generated commenting strategy can be seen a mile off and frankly it makes me feel a little queasy. 

4. Do emails right

The power of an email list has never been more potent. Build on your email list and use it to keep your audience interested. By dividing your email list into segments you can send the right info to the right people. 

Marketers who use segmented campaigns note as much as a 760% increase in revenue. – (Campaign Monitor

If you’re sitting on an ageing email list, start testing the water by sending relevant and useful information. CRM systems such as Hubspot have a ‘send to engaged contacts only’ setting to ensure that you aren’t being wasteful in your delivery. 

5. Use analytics to measure and improve:

Analyse the performance of your owned channels and use data to frequently improve your strategy and targeting. Test different tactics to see what works best for your audience. And don’t be afraid to try new things. 

In essence, growing the channels that you have direct ownership is an ongoing process that requires a consistent effort. By creating valuable content, engaging with your audience across the board, you’ll see measured results. 

Key Takeaway

A strong emphasis on owned channel marketing can lead to increased customer engagement, higher conversion rates, and a more secure future for your business.

If you’re spinning too many plates and need an extra pair of hands,  you can book a no obligation call with Natalie to discuss how we can help as a flexible extension of your marketing team. 


Looking to flexi-extend?

Want to talk about setting up a marketing agency relationship that works for you? Drop me an email or take a look at my diary to set up a no-obligation chat.

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