The Latest from the ABM Experts
July 11, 2016
Is It Time to Revamp Your Distribution Channel Strategy?
Written by Kolby Tallentire
“But do we really NEED Sigstr?”
It’s a question asked frequently by prospects. With so many marketing mediums already at play, it can be difficult to imagine adding another channel to the mix. After all, isn’t leveraging a company website, blog, and countless social profiles enough?
The truth of the matter is that we live in the digital era and new ways of engagement emerge every day. In order to stay relevant, businesses have to embrace a multi-channel marketing strategy to create a cohesive and impactful brand identity. Instead of shying away from new medias, marketers must embrace the opportunity to capture an audience’s attention in innovative ways.
Finding the perfect balance of mediums can be complicated. When evaluating a new channel, like Sigstr and your work email signature, it’s important to understand channel strengths and weaknesses in relation to your overall marketing strategy. There are a variety of factors to consider. Many owned medias like websites and social accounts give you the benefit of control and cost efficiency, but have no guarantees. Paid media such as display ads are easy to scale, but suffer from declining response rates. Earned media is the most credible, but can be hard to control. Marketers are tasked with finding the perfect channel combination to create an effective and memorable audience experience.
Sigstr is unique in the fact that it is an owned channel that is utilized by individual employees during one-to-one interactions. Most owned medias like websites, blogs, and social profiles are promoted from a single source and the audience consumes the content at a single location. Sigstr provides the opportunity to promote content during thousands of individual email interactions with prospects, customers, partners, and important stakeholders. Therefore, every single employee using Sigstr in their work email signature is a brand advocate and promoter of the company’s most important marketing initiatives. The added bonus is that leveraging direct relationships to distribute content establishes a level of trust uncommon in owned media.
So, IS Sigstr a needed marketing component? The answer depends on your goals and objectives. At the end of the day, marketing channels must work together to create a compelling story. Individuals consume content in a variety of ways and it takes repetition for a message to resonate. If you’re not seeing the response you’d like from current marketing efforts, you may need to revamp your channel strategy to include the addition of new medias like Sigstr.
Check out these helpful resources to learn more about Sigstr and how your work email signature can be used to distribute your content:
Blog Post: “The Anatomy of an Email Signature”