Know Thy Audience & The Right Channels Will Come Into Focus

“We need to be on TikTok, sending emails twice a week, spending more on Meta and Google ads, and making daily videos for social media.”

Sound familiar?

The pressure to do everything and be everywhere is intense.

While those may be good channels for some brands, marketing is not a one-size-fits-all approach. A marketing tactic only works if it reaches the right audience at the right time (or several times, since multi-touch marketing is still very much real and needed in 2026).

Show up where they are

You know your marketing plan inside and out, but your customers don’t. They might vaguely remember seeing you show up in their AI search (kudos to your stellar SEO and brand presence work), an email come through their inbox, or seeing an ad while scrolling on their favorite social channel, but they don’t remember every single detail of each tactic.

They remember when your messaging felt like you were listening in on their conversations because you hit their pain points, their frustrations, and their challenges right on the head.

Your audience is thinking about their own goals, ways to solve a problem, or save time, all with taking on the least risk possible and making the best decision. Your marketing tactics need to help them accomplish their goals… that’s when your reach and engagement turns into conversions.

Start from the beginning—by looking at the people you are trying to reach

Before selecting a channel or creating content, ask yourself:

• Who are we trying to reach?

• What are they trying to accomplish?

• What challenges stand in their way?

• What questions are they asking during their buying journey?

• What information would help them move forward with confidence?

The answers to these questions should drive your strategy.

For example, if your audience is researching a complex purchase, educational content may be more valuable than promotional content. If they're looking for quick answers, short-form videos or FAQs may outperform lengthy articles.

Serving the audience with the content and information they need to take the next step is the top priority, with selecting the right channel and timing as the next priority.

Great content helps people

The most effective content isn't about your company. It's about your customer's journey.

Every piece of content should answer one question: How does this help my audience get closer to their goal?

That could mean:

• Explaining a complex topic

• Providing practical advice

• Helping them avoid common mistakes

• Comparing options

• Offering a new perspective

• Giving them confidence to take the next step

When content creates value for the audience, trust follows.

Selecting the right channel

Once you understand your audience, channel selection becomes much easier.

If your buyers are searching for answers, SEO may be a priority. If they're researching vendors, case studies and email nurturing may be more effective. If they spend significant time on LinkedIn, that's where your expertise should be shared.

The best marketing strategies don't start with tactics. They start with understanding people.

Focus on helping

That person that ALWAYS talks about themselves. They’re typically the first one you stop listening to.

The same goes for marketing… it has never been about being the loudest voice in the room, but the most helpful.

Businesses that consistently understand their audience, create content that serves their needs, and meet them where they are will outperform businesses that simply chase the latest platform or trend.

Before you ask which channel to invest in next, ask a more important question:

Do we truly understand the people we're trying to reach?

The answer will shape your marketing decisions moving forward.