- Face it, there's so many marketing channels
to choose from it can be overwhelming to know where to start
and how to narrow down the list.
Marketing channels are how you distribute your message
and your goal is to identify which marketing channels
should belong on your list
and which ones you just can't accommodate.
You can't and shouldn't be everywhere simultaneously.
So to decide which channels are worth your time,
I like to use an approach popularized
by Sean Ellis called ICE.
And it stands for Impact, Confidence, and Ease.
When you multiply these together, you get a score.
Here's how it works.
You set up a simple table with five rows.
The first row is for the marketing idea or channel,
the second impact, the third confidence, the fourth ease,
and then the fifth will be the ICE score.
For each idea, you'll estimate the impact, the confidence,
the ease on a scale of one to ten.
Total up the numbers
and then sort the ideas from highest to lowest.
This way, you can quickly determine
which of the objectives are a priority.
For impact, you're asking yourself,
how much of an improvement will this have?
In other words, how significantly will it contribute
to your marketing goals?
You score it one if it's very little impact
and ten if it's going to be a game changer.
Next, you'll need to indicate your confidence
that this impact metric is as you've guessed.
So how confident are you
that this will have very little impact or be a game changer?
Now I use a rule of thumb scale.
Zero means this is strictly a hunch,
one to two is anecdotal,
three to four means you have market data,
five to six would be hard evidence,
and anything over a seven is almost a near guarantee.
From here, indicate the ease.
How much time and effort will it take?
Zero is incredibly difficult and ten is effortless.
It's super easy.
Then you'll just add the values across to get your scores
and you can sort those scores from highest to lowest.
Now this process will help you get out of choice paralysis
and have a formulaic way to be decisive.