Here’s a term that might not get talked about much – The engagement channel!
Exactly what is it?
I’m not going to throw the Oxford dictionary definition at you, instead I’ll share with you this graphic…
It’s basically every single way your customer engages with you. It’s how you communicate your message and your value to them through various ways of media.
In 2017, we use a lot of these different channels yet we have 100% control of very few. In fact, we are at the mercy of some of the ‘big boys’ such as Facebook, YouTube, Twitter, T.V., Radio etc.
This quote from Ryan Holliday’s Perennial Seller sums it up perfectly! Here’s why we need to spend more time working on and growing our own engagement channels…
Let me highlight that huge point…
“The only way to guarantee longevity online is to retain control of your own engagement channel…”
So if we don’t own Facebook, Youtube or Twitter, what can we focus on…?
1. Your blog
2. Your mailing list
These two channels are the ones that you control completely. Not only do you own them, your email subscriber lists and content from your blog, but you CONTROL how often you communicate. You control what gets seen and shared. And no one can change an algorithm on you at the drop of a dime.
You see, if Facebook or YouTube decide one day that your content doesn’t match their business model, you are done. If Twitter stops liking what you are Tweeting, you are finished. These channels, while extremely useful and powerful, are not under your control. So we need to spend the bulk of our time online LEVERAGING the tools we don’t own, and building the ones we do.
That’s why I’m such a huge fan of building your list and content marketing. Simply because we can OWN the content and delivery systems. This is so powerful for anyone trying to build a long term business online.
Believe me, I know what it’s like for Google to ‘slap‘ you. It happened to me about a decade ago and I have never looked back. I felt my time was better served developing my brands and my mailing lists while LEVERAGING the awesome power of their engagement channels.
This just makes sense! Build your brand and build your list! You can’t go wrong…