You Don’t Understand: Marketing is a Game of Channels More Than Tactics

Patrick McFadden
2 min readMay 20, 2023

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In the world of marketing, success lies not only in individual tactics but also in understanding and mastering the right channels. As a strategic element of marketing, this principle holds true for CEOs and business owners of small businesses.

Marketing is akin to a game, where channels play a pivotal role. It’s not about haphazardly assembling a few tactics; rather, it’s about honing your skills in specific channels to achieve desired outcomes.

The first step is to evaluate your current business landscape and identify the most effective channel you’re utilizing. While this may appear straightforward, there are variables that can make it more challenging than it seems.

For instance, you might be inclined to believe that sales calls are your primary channel if you convert most of your leads through them. However, upon closer examination, you might discover that the reason behind those appointments is people discovering your website through search engines. In this scenario, your most effective channels are likely SEO (Search Engine Optimization) and content marketing.

Understanding the true power of channels involves a comprehensive analysis of how they contribute to your business’s success. By recognizing the channels that generate the highest quality leads and conversions, you can strategically allocate your resources and efforts for optimal results.

Remember, marketing is a dynamic field, and what works today may not be as effective tomorrow. Continuously evaluating and adapting your channel strategy will ensure your marketing efforts stay aligned with the ever-changing business landscape.

Mastering channels is the key to unlocking marketing success. By identifying and capitalizing on your most effective channels, you can elevate your marketing game and propel your small business towards growth and prosperity.

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Patrick McFadden

Small Business Marketing Consultant // CEO of @indispmarketing // I install a marketing process to increase visibility, grow revenue & make your phone ring