Futureproofing your marketing: The benefits of prioritising owned channels

Polly Buckland
Polly Buckland

In today’s fast-paced and ever-changing digital landscape, it’s more important than ever to have a robust and resilient marketing strategy. 

And whilst 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:

  1. More control over your audience and message delivery – who sees what, where they see it and how
  2. 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
  3. Ability to collect first-party data to then segment for highly targeted and personalised campaigns
  4. Building a consistent and recognisable brand identity
  5. Creating a sense of trust and familiarity with your audience
  6. Greater control over data privacy and compliance regulations

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

Use them 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.

3. Use social media:

Don’t just use it, USE it! Leverage social media platforms to expand your reach and connect with your audience. Connection is everything, so share your content, show up in conversations, and engage with your followers.

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. It’s all part of that trust-building and brand loyalty we all want and need.

4. Utilise email marketing:

The power of an email list has never been more potent. Build on your email list and use it to keep your audience informed about new products, sales, and important updates or simply to provide them with added value. By dividing your email list into segments, such as demographics, purchase history or interests, you can create targeted campaigns that are more relevant to the specific groups of people on your lists.

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

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, and harnessing the power of digital marketing tools, you can effectively reach and convert more customers.

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 are inspired to take any actions, we can help get the ball rolling with a FREE basic SEO Report so you can see where you can make improvements to your site health, ensuring a higher chance of conversion as you direct people to your site.

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