Choosing the Right Channel for Optimal ROI

It’s tempting to think that the more places you post, the better your reach. But spreading content across every channel can often lead to disappointment. It ends up being a lot of effort for little return!

To communicate effectively with your target audience, you need to understand which channels they use to access information and what each channel is actually designed to do.

Sharing the same content everywhere assumes all platforms work the same way, which they don’t. Each one supports a different step in your customer’s decision-making process, and choosing the right ones is essential to seeing results.

For example:

• Newsletters → Great for nurturing, educating, and staying top-of-mind with people who’ve already shown interest.
  
• Trade Shows + Events → Help build face-to-face credibility with a captive audience, and a great opportunity to showcase expertise and capture leads.
  
• Landing Pages → Perfect way to convert interest into action with downloads, demos, and mailing list signups.
  
• Webinars + Workshops → Allow for a deep dive into your product, service, or area of expertise and offer you a chance to address any questions or concerns in real time.
  
• LinkedIn → Helps establish you and your business as a credible and trustworthy expert in your space, and provides ample opportunity for thought-leadership.
  
• Instagram + TikTok → Depending on your audience, these social media platforms can be great for visibility, education, and storytelling.

If you’re trying to force every channel to convert, you end up diluting the power of each.

Complementary Channels vs. Competing Channels

Some platforms naturally work well together. Others do not. The key is to know how they support each other across the sales funnel and customer journey.

For example:

• A LinkedIn post builds interest → a webinar provides answers → a landing page captures commitment.
• An Instagram Reel grabs attention → a newsletter builds trust → a case study seals the deal.

But pairing something like a TikTok post with a technical whitepaper makes zero sense.

Be Intentional with What Channels You Choose

Whether your business is B2B or B2C, your audience needs context, value, and a reason to take action. However, where they digest that information will be different, and you need to know which channels make sense for your specific audience. Choosing the right channels will ensure your message is reaching the right people at the right time, meaning you can intentionally guide them through the sales funnel in a way that feels authentic.

How Purdy Marketing Co. Approaches Content Strategy

Our team doesn’t measure success by how many platforms you’re on – or even how many followers you have. We measure it by how effectively your content leads someone to take action, and ideally convert to a sale. We work with our clients to build a content strategy that works for their brand and drives a strong ROI by:

• Identifying where your audience actually spends time
• Aligning the channel with the stage of their decision process
• Creating content that speaks to what your client needs now, not everything they might need later

Ready to get more from the content you’re already creating? Let’s talk about building a channel strategy that actually works.