When planning how you’re going to share your story, products and services with the world, it’s imperative to choose the right channels to do so. What channels will have the greatest probability of reaching your specific audience?
Do not be seduced by a shiny new social media platform or distribution service without understanding who it will reach.This is where the “we won’t” list comes in handy. (More on that section later.) It’s tempting to do or at least try everything—and keeping tabs on “the next big thing” is important—but you want to focus on what is working right now with your audience.
For instance, a major Facebook strategy may not be necessary if your audience is Generation Z (think current tweens and high school students). But you better familiarize yourself with Snapchat and Instagram to reach this audience. Or perhaps, you’re trying to reach Generation Y or Millennials. This also may mean you’d have to revamp your content strategy—get away from white papers, trade shows (unless you’re going to Comic Con) and print advertising and move to digital mediums like Facebook, Instagram and YouTube. Baby boomers? Try Pinterest, community media outlets, and targeted advertising.
Conduct a “deep dive” into where your target audience goes online, what they watch or monitor, and where they get their information. Then devise a strategy to use those channels.
Next up? Developing strategies and tactics.
Read the entire modern communications template here.