Should You Focus on Only One Type of Marketing Channel?

A lot of marketers today aspire to be a jack of all trades. But we all know how the idiom goes, right? They’re ultimately all masters of none.

If you’re in a marketing leadership role in your business, you likely want to be well-rounded and have your fingers in all types of marketing channels. We’re here to say that it probably isn’t practical right away. It behooves you to learn one type of marketing skill at a time.

In this post, we’ll look into the specializing within marketing, and explore how concentrating on one type of marketing can lead to outstanding results, improved ROI and growing your business.

Yaniv Masjedi
CMO, Nextiva

Their expertise has helped Nextiva grow its brand and overall business

Optimize Marketing Focus

Why Focus on One Type of Marketing

Undoubtedly, marketing professionals are known for their versatility and adaptability, but even the most skilled individuals have their limits.

Like a circus performer attempting to spin an excessive number of plates, attempting to manage numerous marketing channels simultaneously can be a high-stakes balancing act that often leads to diminished efficiency and effectiveness, or worse, crashing and burning.

As marketers, we are passionate about our craft, always seeking to expand our skill sets and learn new strategies. There’s an undeniable allure in being proficient at many things, but that doesn’t happen in a few months. It doesn’t even happen over the span of a few years.

In fact, it technically takes almost 10,000 hours to achieve true mastery of any skill.

To unleash the full potential of our marketing efforts, a paradigm shift is needed — a transition from the myth of multitasking to the art of focused expertise:

Focus on one skill at a time

This approach recognizes that to achieve optimal results, it’s best to assign one marketing channel to each team member.

Specialization isn’t just about individual growth, it’s also about nurturing a high-performing team. Like a finely tuned orchestra, each team member plays a unique instrument, contributing their skills to create a harmonious and powerful symphony of marketing campaigns.

This focus on individual expertise can be extrapolated to the collective efforts of the entire team. When everyone aligns their efforts with their respective channels, the result is a cohesive marketing strategy that operates with precision and purpose.

Specialization: A Long-Term Goal

We get it. It’s not always practical to assign one channel to one person for logistical reasons. Maybe you don’t have the capacity to hire that many specialists who can focus solely on one thing.

In the early stages of a business or startup, resources will likely be limited, and team members may find themselves having to juggle a variety of different duties to help keep the ship afloat. Such versatility is undoubtedly commendable and often necessary to navigate the challenges of a burgeoning venture.

However, as your organization grows and gains more resources, it will become more prudent that you train members of your team to be the best of the best at one particular thing.

For instance, having one team member entirely focused on Facebook Ads allows them to dive headfirst into the realm of social media advertising. They become connoisseurs of audience targeting, ad creatives and performance metrics.

social media, content, seo

Similarly, another team member specializing in Google Ads will become a master of search intent, keyword optimization and campaign structure. This list goes on with every type of marketing channel.

As each team member delves deep into the intricacies of their respective marketing channel, they become true artisans, constantly refining their skills and knowledge. Their ability to navigate the subtleties of their field sets them apart, enabling them to devise creative strategies and adapt to evolving trends with agility.

The beauty of specialization lies in its ripple effect. As each individual marketer thrives in their area of expertise, the collective impact on the entire team’s performance is profound. With every passing campaign, they uncover valuable insights, learning from successes and challenges alike. This knowledge fuels continuous improvement, leading to a virtuous cycle of growth and success.

When you entrust one team member with the mastery of a single marketing channel, you give them the space to reach their fullest potential to deliver exceptional results consistently. They will ultimately become one of the elite of their trade, maximizing the effectiveness of campaigns, optimizing budgets and targeting audiences more precisely.

Consequently, the ROI on that specific marketing channel skyrockets, creating a clear pathway towards sustained success.

Avoiding Overload and Improving Accountability

An overloaded marketer, accountable for numerous channels, is at risk of missing their targets.

Spread thin, they might struggle to keep up with every aspect, leading to decreased efficiency and overall performance. As leaders, we need to recognize that accountability shouldn’t mean holding individuals responsible for juggling an overwhelming number of tasks.

Instead of falling into the trap of expecting marketers to be superheroes, we must foster a culture of focus and responsibility. The key lies in understanding the strengths and passions of our team members and aligning them with the right marketing channels.

When marketers are allowed to concentrate on one or a few channels aligned with their expertise, they can dive deep into their domain and cultivate a level of proficiency that drives remarkable outcomes.

This focused approach to accountability not only benefits the individual marketer but also enriches the team as a whole. As each member takes ownership of their specialized domain, they take pride in their role and feel a heightened sense of responsibility. This ownership breeds commitment, as they know that their success directly contributes to the collective achievements of the team.

Moreover, when marketers are laser-focused on specific metrics and goals, they can measure their progress with precision. Accountability is no longer a daunting cloud hanging overhead, but rather a compass that guides them toward success.

As leaders, it is our responsibility to cultivate an environment that nurtures this culture of success. It begins with open communication and understanding the aspirations of each team member.

Related Content: How to Digital Detox: 3 Reasons to Take a Screen-Free Day

The Value of Focus in Marketing and Business

In marketing, as in business, focus is a powerful force:

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Just as a focused business narrows its efforts to core strengths, a focused marketing approach targets specific channels and strategies. This kind of focus helps us solve problems, optimize processes, and achieve success.

If your business is a startup, try to the best of your ability to hone in on one type of thing at a time. Take the time necessary to master and become an authority in your field with it.

Encourage your team to become experts in their chosen areas, and you’ll see how this focused expertise translates into remarkable results. In due time, you’ll pad out your service offering to a wide degree, but you don’t want to race to that stage too quickly, or you’ll run the risk of spreading yourself too thin.

Final Thoughts on Marketing Channels

The goal might be to offer a robust selection of services offerings, but you’ll do better by yourself and your business if you buckle down and refine your skill at a single thing at a time. At the same time, you ought to be building up people in your business to master skills that you haven’t the time or attention for.

You might be a wizard at SEO, but terrible at PPC. And guess what. That’s alright! You don’t have to be all things all at once. It’s probably better that you aren’t.

Invest in others that you can trust to carry the torch of other types of marketing channels. If you do, you’ll quicken the pace it takes to achieve true proficiency across a multitude of mediums.

If you’re ready to focus on growing your business, Single Grain’s growth strategy experts can help!👇

Optimize Marketing Focus

 

Repurposed from our Marketing School podcast.

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