A channel is a medium for communication. Identifying the right channel for your brand entails identifying your audience, and understanding their demographics and psychographics. One of the most used channels in recent times is social media, harboring thousands of brands all clamoring for attention. Come with me, as we explore secrets to choosing ‘the right’ channel for your brand.

How to choose the right channel for your brand.

1.    Define your goals: Communicating brand interest is key at this point. What are you communicating and what is the purpose for it?  Are you aiming at creating awareness, generating leads, or increasing visibility  and interactions?  Whatever the case, providing detailed facts as to why you are communicating will help you decide on the right channel for communication.

2.    Evaluating channel options: Channels of communication vary and so do their users. Selecting from the available channels is dependent on who your audience is and where they are located. Sometimes, your customers are not your audience, and you’d be conflicted between selecting channels to get to your customers or taking the risk and trying to convert your audience into customers. Was that confusing? We hope not. Whatever your choice, be sure it is a reflection of your brand’s goal.

3.    Define a budget: Budgeting is an integral part of any business. And as some would say, the more money spent on investment will determine how much return you’d get. Not in all cases! Budgeting in choosing the right channel would mean that research is carried out to determine where your brand’s audience/customers are present and where necessary, the publicity to be carried out on the channels they are present on.

4.    Timing: An essential tool in choosing the right channel is timing. Timing does not only work on where your audience is but also when they are most active in seeing your brand communications. Timing also gives you the ability to test and measure if deadlines are met and desired goals achieved. What is the essence of working for no results? Whether positive or negative, ensure that feedback on work done is critically integrated for optimal returns.

Choosing the right channel for your brand can be tricky. An understanding of the above mentions and other considerations will help any brand make productive decisions for growth.

Do leave us a comment on some treasured secrets of yours on choosing the right channel for your brand.