Is it worth adding another marketing channel to your already packed list?
A while back, I had a conversation with a financial advisor who suggested I start using TikTok as a new marketing channel. He’s been getting great traction from it, and I’m happy for him!
But it got me thinking—while TikTok is a growing platform with massive reach, should I really jump into it?
Here’s why I paused before diving in:
1. Do I really need another marketing channel?
As a small business owner, my marketing pillars are already well established. I have channels that I manage regularly, and adding another one would stretch my time and focus.
This is something many business owners forget—managing a marketing channel takes effort, and unless you’ve got a plan in place, it could end up draining your resources without delivering results.
2. Is TikTok the right fit for my audience?
TikTok is primarily a consumer channel. Since I offer business-to-business (B2B) marketing services, it might not be the best place for me to connect with potential clients. For me to make TikTok work, I’d need to figure out how to move from fun, engaging videos to people genuinely showing interest in what I have to offer.
It’s not just about getting views; it’s about creating a journey that takes viewers from curiosity to “Yes, let’s talk,” and eventually, to becoming paying clients.
How To Evaluate If A New Marketing Channel Is Right For You
So, if someone suggests jumping into a new channel because they’ve had success, don’t get caught up in the excitement. Instead, ask yourself the following questions:
- Can I realistically turn this audience into paying customers?
You’ll likely need to develop a method to capture their interest and guide them through a clear pathway—from interaction to becoming actual customers. - Do I have the time to work out this new channel?
New platforms require time to learn and implement effectively. If you can’t see a clear way of converting your efforts into revenue, it may not be worth your time. - Does this platform align with my goals?
Not every trend works for every business. TikTok, for example, is fantastic for certain markets, but for B2B services, I need a strategy that leads potential clients to reach out.
Final Thoughts
The lesson is simple—don’t dive into every marketing trend just because it’s the latest thing.
Make sure you can see a clear route to converting those connections into paying customers. If you can’t figure out how to get from point A (engagement) to point B (revenue), put your energy elsewhere.
And don’t forget—getting some sunshine daily is always a good idea!
Want help choosing the right channels for your business?
Give me a call on +64 0272647222 and let’s chat.
Or send me an email to help@smashingselfemployment.com.