How do you choose the right marketing channel?

25th March 2022

Different audiences engage with different channels in different ways. That’s something to always remember. The truth is, you won’t find all audiences on all marketing channels because each channel holds its individual purpose and way of engaging audiences. From a content marketing perspective, what’s most important is ensuring that your content, audience, brand and channel always align.

Take it from us. Content marketing is our bag here at HDY.

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” – The Content Marketing Institute.

Our team of digital geniuses know which channels work best for different audiences and types of content. So, before choosing a channel that you think will fit your needs, ask yourself these questions:

What are your goals?

Without a clear goal, you’re aimlessly creating content that has no real purpose. Are you hoping to see a rise in sales, an increase in awareness for your brand? Whatever your goal, this forms the basis of your marketing strategy.

Each marketing channel has its superpower. Social media is an amazing way to strengthen relationships with existing customers, whereas billboards are a great way to set fresh eyes on your brand.

How well do you know your customers?

What does a day in the life of your ideal customer look like? Where and how do they consume media?

When it comes to targeting your audience, work smarter, not harder. Reach your audience in environments you know they visit, rather than trying to attract them to somewhere outside their norm. You can put out amazing content on TikTok, Instagram, but if you’re trying to attract the attention of corporate CEO’s you probably need to re-evaluate and change your channels.

What are your next steps?

Let’s say you’ve created a great strategy. You’ve set your goals, tuned into the correct channels and created some engaging content taking inspiration from current trends. You can sit back, relax and let the results roll in, right? Wrong! 

You need to keep your eye on the ball. Your strategy needs to be constantly tested, optimised and updated, helping you stay relevant and ahead of the game. Take advantage of analytic tools and insights that’ll allow you to up your game and understand the success of your campaigns.

Part of choosing the right channel comes down to your understanding of trends. Take a look at the HDY Future Thinking PDF to gain an insight into some of the current consumer and content trends that’ll help you grow your brand.