How do you choose which channels to use?
Choose channels based on where your buyers are and what you can sustain. Two well-executed channels usually outperform six managed thinly. Each channel should be assessed on four criteria: whether your audience is there, whether the format suits your message, whether you can sustain it for a year and whether you can measure its results.
A competitor’s channel mix may not suit your business if your resources differ.
Where buyers spend time is not always where they make decisions. Some platforms are better suited to credibility and recruitment than to generating leads, and should be measured accordingly.
Every channel needs time before it delivers returns, so confirm it can be resourced for at least twelve months before committing.
For businesses with considered purchases, a sound starting point is search, a small number of substantial content assets, and direct outreach or partnerships.
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