What is the most effective way to determine your organization's marketing channels?

It's critical to have a specific goals in mind - do you want to drive brand awareness, generate leads, build loyalty, or increase sales? Understanding your "why" will inform "how" you select channels. Consider your target demographics and where they are most active digitally and offline. Audit your existing channels in terms of impact and cost-effectiveness. Determine potential new channels to test based on your goals, budget and audience. Be open to experimenting with emerging channels while continuing to optimize proven performers. Measure results continually to double down on what works and reallocate from less effective channels. An insight-driven, goal-oriented approach is key.

Especially for internal communications applies: By embracing the principle of Watzlawick's communication theories that 'one can not communicate,' we should understand the importance of every interaction within our organization. Observing and analyzing our colleague's behaviors, preferences, and unspoken needs, akin to external market research, provides us with valuable insights. This understanding enables us to tailor our internal messages effectively and choose channels that resonate with these needs, but also fit to channel or platform guidelines. Through this approach, we aim to foster deeper connections and a cohesive internal communication strategy.

It's important to research demographics, preferences, behaviors and needs through surveys, interviews, focus groups, analytics and developing buyer personas. Gaining detailed insights into optimal customers will enable appropriately tailored messaging and outreach that resonates. Consider where prospects currently acquire information and make decisions. Meet them in those environments online and offline. For example, if research shows your audience is highly active on Instagram and LinkedIn, make those channels priorities with creative content.

The most effective way to determine an organization's marketing channels is to thoughtfully prioritize them based on aligned objectives, target audience insights, and budget. Develop a weighted scoring system to rank potential channels by their ability to deliver desired outcomes and return on investment. This stage is critical after laying the groundwork of goals and research. Strike a data-driven balance between playing to current strengths in channels demonstrably working well versus adequately testing and optimizing newer channels. Continually evaluate performance and adjust channel strategies and spending accordingly.