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How to choose the right channels for your business

Colin O'Riordan, Senior Digital Strategist

In today’s digital landscape, there are a multitude of channels available for businesses to market their products or services. From social media platforms to email marketing and everything in between, the options can be overwhelming. Choosing the right channels to reach your target audience is crucial to the success of your business. It can be the difference between a thriving enterprise and one that struggles to gain traction. In this article, we’ll discuss the factors to consider when selecting the right channels for your business and how to create a comprehensive strategy that will help you achieve your marketing goals.

Goals & Objectives

The most important thing to first understand is your goals & objectives. Knowing this will help you to choose the right activity, and by extension, the digital channels needed to accomplish your ambitions. If, for example, you were looking to build a reputable brand image, social media would be the best platform to achieve this goal, especially a visual platform like Instagram. To position yourself as a thought leader, begin writing blogs and look into opportunities to get articles published in your chosen field. Or if lead generation is your objective, it’s likely that a LinkedIn lead generation campaign would be the best fit.

Understand your audience 

Knowing Your Target Audience is also key – if you don’t know who you’re speaking to you won’t know what content they want to digest. You may already have a good idea of who your audience is, their likes, and dislikes, but it’s always worth researching this as the results might surprise you.

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.

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