{"id":43380,"date":"2023-10-20T15:28:09","date_gmt":"2023-10-20T15:28:09","guid":{"rendered":"http:\/\/startupsmart.test\/2023\/10\/20\/cut-out-the-noise-pick-a-marketing-channel-and-make-it-work-startupsmart\/"},"modified":"2023-10-20T15:28:09","modified_gmt":"2023-10-20T15:28:09","slug":"cut-out-the-noise-pick-a-marketing-channel-and-make-it-work-startupsmart","status":"publish","type":"post","link":"https:\/\/www.startupsmart.com.au\/uncategorized\/cut-out-the-noise-pick-a-marketing-channel-and-make-it-work-startupsmart\/","title":{"rendered":"Cut out the noise, pick a marketing channel and make it work – StartupSmart"},"content":{"rendered":"
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As business owners in 2015, we have so many channels and priority areas that it can be hard to work out where to focus our marketing. We know that search networks are a must, social media is increasingly targeted and effective, email is a no brainer and mobile has to be a factor. But if you\u2019re doing all of that and it\u2019s still not coming together, it\u2019s easy to be overwhelmed.<\/p>\n

 <\/p>\n

Alex Holmes, the digital marketing manager at Melbourne-based startup Envato, has faced this challenge. With experience across a wide range of startups and organisations, he has implemented marketing campaigns, defined processes and built global teams from the ground up.<\/p>\n

 <\/p>\n

He believes success in marketing comes down to three key steps:<\/p>\n

 <\/p>\n

1. Cut out the noise<\/p>\n

2. Define 1-2 channels to focus on and learn everything about them<\/p>\n

3. Dedicate time to optimising channels and then grow<\/p>\n

 <\/p>\n

Choose a focus<\/b><\/h2>\n

<\/b><\/p>\n

\u201cPick one channel to focus on and make it work. If you give one channel focused attention and spend dedicated time on optimising that channel, you will get much faster results than splitting that effort across multiple channels,\u201d Holmes says.<\/p>\n

 <\/p>\n

\u201cIf you can\u2019t make it work on Google, you can\u2019t make it work. Once you get one channel working, it\u2019s so much easier to replicate that success across other channels.\u201d<\/p>\n

<\/h2>\n

Such advice is well placed in any organisation that might be quick to apply a scatter gun approach. You have a new campaign and you put it straight up on Google, Twitter, Facebook and Instagram, but how do you know you have your messaging right, that your target audience is interested or that your images are resonating? A more refined approach allows you to implement and test properly on one channel and then take those learnings and apply them across all the relevant channels. Part of being a smart marketer is also consciously deciding what not to do.<\/p>\n

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Holmes aims to split his marketing activity using a general rule of 75% safe, 20% risky and 5% crazy, and acknowledges that not every available channel will work for Envato.<\/p>\n

 <\/p>\n

Continue to evolve<\/b><\/h2>\n

Holmes and the team at Envato understand that both their marketing approach and product offering will continue to evolve. As such, they are forcing themselves to self-disrupt.<\/p>\n

 <\/p>\n

\u201cWe are constantly trying new categories, different content and other offerings to stay relevant. The way we engage with our affiliates and community won\u2019t be the same in years to come and we want to make sure that our brand remains relevant,\u201d Holmes says.<\/p>\n

 <\/p>\n

\u201cWe work in a constantly changing environment, what we know now, won\u2019t matter in five years. Marketers need to constantly keep pushing themselves, try new methods and continually prove new approaches.\u201d<\/p>\n

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Think global<\/b><\/h2>\n

After three years at Envato, Holmes now leads marketing work that supports a community of 5.5 million, customers across 200+ countries, and 1.5 million active buyers.<\/p>\n

 <\/p>\n

\u201cWhen our community succeeds, we succeed,\u201d he says.<\/p>\n

 <\/p>\n

\u201cWe take a global first approach to our marketing, incorporate innovation and test and refine, all of which have contributed to our success.\u201d<\/p>\n

 <\/p>\n

Alex Holmes will be speaking at the Interactive Minds Digital Summit events in Melbourne and Brisbane this August. Find out more at<\/i> digitalsummit2015.com.au<\/i> <\/i><\/p>\n

<\/i><\/p>\n

Raising your<\/i> first round of capital<\/i><\/a>? Starting a<\/i> crowdfunding campaign<\/i><\/a>? Want to grow your business<\/i> with Instagram?<\/i><\/a> StartupSmart School can help.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

As business owners in 2015, we have so many channels and priority areas that it can be hard to work<\/p>\n","protected":false},"author":1,"featured_media":59835,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/43380"}],"collection":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/comments?post=43380"}],"version-history":[{"count":0,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/43380\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media\/59835"}],"wp:attachment":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media?parent=43380"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/categories?post=43380"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/tags?post=43380"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}