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How to choose the right marketing channels

by Tom Garfield

Wasting time and money on the wrong marketing channels can really hurt your business. And with so many ways to reach people, it’s easy to feel overwhelmed.

Here’s an exercise to help choose the right channels for you…

Before we start

What exactly is a marketing channel?

I couldn’t find one clear definition. For our purposes, a marketing channel is any platform or place either online or offline where you can reach your potential customers.

Slide your way through this guide

I put together a designed carousel for my LinkedIn profile so you might like to read it that way.

I’ve also written out the article below for you, so you can choose whichever you prefer! Or both if you want to check there are no discrepancies in the text!

Let’s get started…

1. What are your business goals?

You have to know what you want your business to achieve. What are your revenue and sales goals?

You probably have this already right?

2. Create written marketing objectives

Connect your business goals to specific marketing goals. How many customers do you need in the short and long term? We aren’t choosing channels yet, just numbers.

3. What do you have to work with?

Think about budget, time, skill and resources. Some channels cost more money, others more time and some are going to be beyond your skill level so you might need external help.

4. Who is your ideal customer?

Patients, clients, customers, audience. They are all people living their lives. Who are they? What do they like? What do they need? What are their motivations?

5. Where does your audience spend time?

You need to figure out where your ideal customer spends their time and attention both online and offline. And, how do they try to solve the problem that you can help with?

6. List your channel criteria

Now make a list of all of the criteria your marketing channels need to meet – objectives, budget, time, skill, audience presence, short vs long term, regulation limits etc.

7. Evaluate the channels available to you

Now score each channel against the criteria you’ve set. It can be helpful to have a scale like 1-10 or more simply, a low, medium and high type score system.

8. Get studying or work with a pro

Ah, here’s the catch. Knowing which channels will meet your criteria takes experience and you’ll likely need lots of time to learn, or you’ll need to work with a pro.

To help a bit…

A very broad rule is the shorter-term the goal or the larger the audience required, the more money it’s going to cost.

Lower cost marketing tends to be high effort and takes a longer time.

But not always.

Here’s a good place to start. But be warned it does have a few annoying pop-ups.

9. Now you can choose your channels

Once you’ve evaluated the channels available, you should now have a clearer idea of how to market your business. Well done you.

Get started

I hope this quick overview helps you more thoroughly assess and choose the right marketing channels for your business.

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