It may feel tempting to work out a budget and then disperse it equally across every marketing channel.
After all, the more exposure the better, right? More eyeballs on print and email, more ears on podcasts and radio spots mean more business… unless they don’t. We get why that logic seems sound on the surface. But if you pause and really reflect, what makes the most sense is investing in the channels where you and your product have the greatest impact.
Find your people
72% of consumers say they would rather connect with brands and businesses through multiple channels, but the caveat is critical: the approach must focus on the channels your audience actually pays attention to.
The first, and most crucial, step is identifying the audience you need to speak to. Not surface-level data. Go deep, and be ready to research.
Run a campaign (or two) and track it precisely; who responds most, what demographics trend upward, and what qualitative feedback you get. You’re trying to understand how your audience thinks, what motivates them, and where they spend their time online and in real life.
Start with the data you already own: current contacts, leads, and website analytics. Look for patterns in:
- Behavior: which pages they visit, which content they download, which devices they use
- Interests: which posts they engage with, which topics and keywords keep appearing
- Pain points: the problems your product or service reliably solves
Once you uncover a few consistent threads, the channel decisions get easier and your spend gets smarter. You’l l know where to place your bets, what to say, and how to measure meaningful progress.
Strategy > Surplus. Always.
For some brands, the sweet spot might be LinkedIn thought leadership, email campaigns, and industry webinars that build credibility and trust. For others, it could mean Instagram Reels, influencer partnerships, and podcast sponsorships that appeal to the trend-minded gen-Zer. Maybe your best reach still comes from trade events or print ads and more tangible contact. The key is aligning each channel with the people most likely to care, click, and convert.
Ready to get started?
At The Relish Jar, we help brands find their people and reach them in the right places. From digital storytelling to social strategy and high-impact brand campaigns, we’ll help you build a channel mix that amplifies your voice where it matters most.
Let’s turn strategy into reach today.