Multi-channel marketing is a double-edged sword: To stay competitive, your business certainly can’t do without it, but if you waste precious time focusing on the wrong channels, your results could be as few and ineffective as if you’d done nothing at all. It’s an undeniably powerful marketing tool, but how do you figure out which channels are worth pursuing, and how to balance them?

In this common marketing conundrum, it’s a good idea to start with the basics. Here are some tried-and-true channels you should leverage in your multi-channel marketing program:

• A blog: You may feel that blogs are a dime a dozen, and you wouldn’t be wrong. However, businesses spend time blogging for a reason: A well-kept blog is highly beneficial. In addition to establishing your company as an industry expert and providing value to your readers, B2B blogs also do a lot of work behind the scenes. They drive steady traffic to your website and organically raise SEO rankings — two things that are highly beneficial to any multi-channel marketing program.

• An eNewsletter: This is still a B2B marketing staple because it’s such a versatile, high-value tool. When done well, a regular and relevant eNewsletter builds trust with your audience. It reminds them you’re there and keeps you top of mind, so customers and prospects know they can count on you regardless of where they are in the sales cycle. And perhaps one of the biggest benefits of an eNewsletter is that it connects all of your other multi-channel marketing efforts; it’s a great way to encourage readers to click over to your blog, website, and social media pages.

• Select social media channels: This is a tricky one, because not all social media channels are created equal. However, while creating a Pinterest account for your B2B company may not be lucrative, a LinkedIn profile is beneficial for helping you keep up with your peers and audience. And a Facebook and/or Twitter account can solidify your Web presence and serve as another tool to boost website and blog traffic. See which social media channels others in your industry are using and make sure you’re not left out! Remember, if your competitors are active social media users and you’re not, they could be interacting with your customers.

No matter which strategies you rely on in your multi-channel marketing routine, be sure to stick to them. To prevent stagnation, turn to different resources to help you develop new, unique content:

• Interviews or case studies featuring solutions from your company and other industry experts.

• Quick tips, which are easy to deliver through social media or eFliers.

• Guest blog posts — allow someone else to guest post on your blog, or you can guest post on someone else’s website. Either way, it’s a great way to extend your reach.

• Personal blog posts or articles that let your audience get to know your team and your company and build a more personal relationship.

Multi-channel marketing is a lot to handle, and it’s easy for something to slip through the cracks. Just make sure your program is varied, and don’t give up — these marketing channels work for a reason!

Need help identifying the right multi-channel marketing strategy for your business? Proven Systems can help you diversify your marketing program so you see results. Contact the experts at Proven Systems by email or at (970) 223-6565 to learn how we can help.