If you haven’t done so already, develop buyer personas, these can help you better understand who your customers are and how they spend their time. It can also help you identify similar people who could potentially then become customers of yours.
There are many tools you can use to do this, but a good place to start is Google Analytics.
Study your competitors
Don’t forget, your brand is not living in a bubble; you’re part of a wider competitor landscape, so take time to study your competitors because you can learn a lot from their strategy.
To understand your competition, start by interacting with them in the same way their customers would. Sign up for their email mailing list, if they have a website or social media accounts, take time looking through them.
Google Keyword Planner can help you find the keywords most related to your brand and identify which of your competitors are ranking highest for these terms. Social media competitive analysis can also reveal key insights into what you can do better and what mistakes you can avoid.
Work Your Strategy and Analyse Results
Once you have your digital channel strategy worked out, the work doesn’t end there, as it’s important to track your results and keep making amends to achieve the best outcome. You need to be constantly testing, optimising, and updating, to get the best out of your digital channels.
Ultimately, choosing the right digital marketing channels is based on a number of factors; your objectives, target audience, competition, and budget. While it will take some time to properly research before you can identify the best digital channel for you, the effort will pay off as you create a better online presence for yourself or your business, with an audience that is more engaged in the content you deliver on these platforms.
