- It's impossible to be active in every marketing channel.
So you have to select the ones
that make the most sense for your business.
And in order to do that,
you'll need to understand the platforms
that you have access to and how they might benefit you.
Now, this is a pivotal challenge in digital marketing.
There are an endless array of channels.
Some are big and have been around for a while,
and some are smaller and maybe newer too.
You have everything from the major social media outlets
down to very niche forums and groups.
Now what's going to work for you is really highly dependent
on your audience.
As a marketer, you'll need to go where your customer is.
Don't just dismiss a channel because it's small though.
You'll also want to consider what mindset your customer
is in when interacting with that channel.
So, if you sell aftermarket parts
for off-roading enthusiasts,
well you might find yourself investing
in different channels than say a local restaurant.
For example, an off-roading enthusiast might
be really interested in watching
a 30-minute product demonstration on YouTube.
That channel is likely worth the investment.
But for a restaurant, well, YouTube is less likely
to deliver the same return on investment.
Now it can be tempting to pursue a channel simply
because it's popular, but don't let yourself
or stakeholders persuade you to over-invest
in any channel that isn't the right fit
for your consumer or what you're selling.
Make an investment into digging deeper
into the channels available to you.
And above all, you want to make sure that your message lands
with the right audience on a platform
where they're most likely going
to be paying attention to it.