More Networks, Less Channels

STOP thinking in channels.

START thinking in networks.

Here’s how to do it.

For a long time, marketers have strategized, planned, and executed using channels.

Channels like email marketing, paid search, social media, direct mail, paid social, etc.

Channels are how we reach buyers.

Yes, but not really.

Channels are just that, a communication tool.

What matters more today are the MESSENGERS in the channels.

Plus, are filled to the brim with noise and other attention seekers.

Networks though are different.

A network could be a person, a brand, or a place.

A network is an interconnected group of things and people. They are multi-dimensional where a channel is very one dimensional.

Each person on LinkedIn is a network. So instead of thinking of LinkedIn as a channel.

Think of each person’s network as a way to reach people. Aka a channel.

That’s just one example.

Here’s another. Your customers each have their own network. Think of each customer a potential source of introductions and revenue.

STOP thinking in channels.

START thinking in networks.

Here’s how to do it.

For a long time, marketers have strategized, planned, and executed using channels.

Channels like email marketing, paid search, social media, direct mail, paid social, etc.

Channels are how we reach buyers.

Yes, but not really.

Channels are just that, a communication tool.

What matters more today are the MESSENGERS in the channels.

Plus, are filled to the brim with noise and other attention seekers.

Networks though are different.

A network could be a person, a brand, or a place.

A network is an interconnected group of things and people. They are multi-dimensional where a channel is very one dimensional.

Each person on LinkedIn is a network. So instead of thinking of LinkedIn as a channel.

Think of each person’s network as a way to reach people. Aka a channel.

That’s just one example.

Here’s another. Your customers each have their own network. Think of each customer a potential source of introductions and revenue.

The first step to moving from channels to networks is to design a network map.

Some call this an ecosystem map.

It’s about identifying all the people, brands, and places you could use and partner with to reach the right buyers and customers.

Putting a number to the reach of each possible network node and then visually organizing them.

Followed by prioritizing each based on what they could be used for and their possible reach.

Channel thinking is constraining.

Network thinking is freeing.

Every network node could be a source of growth.

You’ll go from 6-8 channels to 600-800 networks.Some call this an ecosystem map.

It’s about identifying all the people, brands, and places you could use and partner with to reach the right buyers and customers.

Putting a number to the reach of each possible network node and then visually organizing them.

Followed by prioritizing each based on what they could be used for and their possible reach.

Channel thinking is constraining.

Network thinking is freeing.

Every network node could be a source of growth.

You’ll go from 6-8 channels to 600-800 networks.