Thoughts and Thought Leadership

Maximizing Impact: The Power of Shared Channels in Brand Activation

by | Apr 15, 2024

Shared Channels in Brand Activation

In today’s digitally connected world, the key to a brand’s success relies less on traditional advertising and more on how effectively it uses its shared channels in brand activation. Shared channels are the new playground for brands, where they engage with their audience, foster relationships, and drive conversions. The power of these channels has led us to rethink our approach towards, and even the name of, social media. We’ve moved beyond just calling them ‘social’ to considering them as essential elements of our marketing mix.

The concept of shared channels evolves in perspective. It embodies more than merely posting content on Facebook or tweeting (or X’g?) your latest offer. It’s about walking the talk; it’s your brand’s informal identity reflected across various platforms.

Shared channels typically impact both the awareness and consideration stages of the customer journey. Through engaging and relevant content, they encourage existing customers and those already in the market to take the next step in their journey. However, it’s important to note that while shared channels effectively reach in-market customers, they may not be the strongest driver for creating the initial product or brand awareness among unaware audiences without some help from a fellow PESO channel.

A brand’s shared channels can be tactically broken down into organic vs. paid and even further into customer experience. This division allows you to optimize your strategies based on each channel’s unique strengths and peculiarities. But here lies a challenge. When you divide your social media resources between organic and paid, you run the risk of creating silos, leading to inefficiencies.

To avoid this pitfall, it’s crucial to ensure that all teams—whether handling organic or paid strategies—are working together and aligned towards the same goals. A disjointed team not only dilutes efforts but also impacts the overall effectiveness of your brand activation strategy.

Understanding this concept becomes even more critical for small and medium businesses (SMBs). Unlike larger corporations that can afford to segment their teams, SMBs often work with smaller teams or even single individuals. They can maximize their impact by identifying a shared channel strategy and aligning efforts without stretching resources thin.

So, how do you develop an effective shared channel strategy?

Firstly, start with clear goals. Are you aiming to drive awareness or engage with your audience more closely? Based on your objectives, select the most suitable platforms for your brand.

Next, get to know your competition. What platforms are they using? How often are they posting content, and what topics do they cover? This information will help you define your unique voice and position in the market.

Finally, invest time or budget into a shared management tool. Such tools allow you to organize your content, manage comments, and track paid performance all in one place. They provide a unified view of your efforts, streamlining operations and making your strategies more efficient.

Shared channels represent a shift in our understanding of social media. We can leverage their full potential and drive impactful brand activation by seeing them as integral parts of our marketing mix rather than mere ‘social’ platforms.

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