You’re asking the right question. I’m a firm believer that having the right product or service is only half the battle. Being able to effectively reach and engage with your audience is just as important, and it can significantly impact your success. As for how you can figure out the right channels, here’s how I suggest you go about it.

First, you should conduct a thorough demographic analysis of your ideal customers. Different demographics tend to gravitate towards different communication platforms, so this type of market research can be very useful. Just be careful not to settle for stereotypes, as what apps a given age demographic is using will change every year. Check the latest numbers to see where your demographic likes to hang out.

Once that’s done, psychographic analysis comes into play. This involves delving deeper into your customers’ lifestyles, attitudes, beliefs, interests, and values. This can help you tailor your message and the medium you use to communicate that message. For example, a health-conscious audience might be more receptive to messages on platforms like health blogs, wellness apps, or even fitness centers.

I recommend you try analyzing your competitors’ communication channels. Look at where they are getting traction and consider whether these channels might work for you too. You don’t want to blindly follow their path, but also, don’t assume that a platform doesn’t have space for you just because your competition is already thriving there. Social media isn’t a zero-sum game.

Finally, don’t miss the chance to just ask your customers about their habits. Directly engaging with your customers to understand where they prefer to receive information can yield valuable insights.

You can use surveys or direct interactions to get this information. Or if you have the budget, you can work with a market research agency. Kadence United Kingdom’s website has a lot of details on how market research agencies work, you can click here to learn more about them.