abastock: Marketing Channel Map
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How To Use
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This tool will help you to get a plan together of what marketing channels to use, what to use them for and how customers will interact with your business
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Even if you're new to marketing, this tool will get you thinking about how you interact with customers when they're looking to purchase
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I've used an example of an online store selling luxury recycled candles.
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Before we look at the tabs, let's explain what each channel is.
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Paid - Google Ads: This includes Shopping, Display and Search Ads that you actively pay for (PPC)https://www.abastock.co.uk/
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Paid - Social: Usually Facebook or Instagram Ads
How to Create User Personas:
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Free - Email: Your internal mailing list. While costs may be associated, it's a cheap way to engage with an audience you control (because you have the email list, not FB or Google!)
https://www.abastock.co.uk/user-personas
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Free - Social: Organic reach of posts such as new Instagram postsFeedback or Questions?
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Free - SEO: Blogs and Pages we've written targetting certain keywords and dedicated to what a customer is trying to achieve
adam@abastock.co.uk
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Mixed - Partnerships: These can be free or paid, but include Influencers, PR, B2B and any relationship you have with another business
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Click "File" and "Make a Copy"
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1Take a look at the "Current" tab
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2Across the top is the marketing Channel
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3Down the left is each stage the customer is at before they purchase with an example of their state of mind
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4Complete the Grid based on your existing marketing activity. If you've not started yet, just fill this out with what you have planned
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Once complete, you should see a visual grid of where customers may be seeing competitors, or at the very least are not seeing you!
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6Move to the proposed tab, and fill in any gaps (grey) that you have. You don't have to do them all, but hopefully it's more than before!
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7As you can see from the two example tabs, the first is a very basic outline of what we are doing right now. The proposed lets us focus on filling out areas we wouldn't have thought of before
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