Part five: Where to share your story

Now that you know your story, and how to tell it with the different content types (such as article, video, infographic, blog) - the question is, where should you share it?

In our digitally-driven world, the amount of online channels available seems infinite. Online channels can include social media platforms such as Facebook, Instagram, TikTok, YouTube, LinkedIn, Pinterest, Twitter and even Google+ But they can also include other digital channels such as email marketing, Search Engine Optimisation and Pay Per Click. 

Much like defining your target market, it can be tempting to try and do it all by using every online platform available. But also like your target market, this is a bit of a trap. The most effective way to utilise these channels is to only utilise the ones that will bring your business the best results. In other words, you’ve got to be strategic - and discerning.

Deciding which channel is best for you will depend on steps 1-4. You should ask questions like - which online platform does my target audience use most? Which channel is best for sharing the content types I have chosen to tell my story? For example - you wouldn’t share a longform article on Instagram, but an infographic or something visual would be a great way to go. If you get stuck, try working with a mentor.

In the fields below, start by choosing three online channels that are the most suitable for your business and explain how the business would deliver value to customers. What is the intention of each online channel? Is it to engage customers? Is it to drive customer loyalty? It is to position your business as an expert within the industry?

Online Channel #1

Example: Social Media – Facebook
With the largest number of active users per month, [my business] has the opportunity to reach a large number of Facebook users. [Customer Persona #1] is tech savvy and uses social platforms such as Facebook to engage with brands with [my industry]. Facebook also has the capacity to target posts and adverts to specific audiences, there is an opportunity to target customers like [Customer Persona #1]. [My Business] aims to create and publish post, share blogs, and engage with customers through Facebook…

Online Channel #2

Example: Email marketing
With internet users becoming increasingly fatigued by ‘fake news’ and low-quality content on social media, my business has the opportunity to build real connection by providing valuable information via email. [Customer Persona #2] is a busy professional and more likely to spend time in their inbox than scrolling TikTok, therefore email is the best channel for them. [My business] will share newsletters, blog posts, product/service updates and special insider deals via email marketing.

Online Channel #3

Example: Instagram
With the increasing popularity of the Instagram shop feature, the visual platform provides a strong opportunity for brands to reach huge audiences. We know from market research that [Customer Persona #3] spends most of their time on this platform, so Instagram will be a valuable channel for our marketing strategy.
Want to learn more about the online channels available, and which is best for your business? Our Digital Solutions Program offers a number of mentoring opportunities with entrepreneurs who have expertise across a wide range of industries. If you want to create the strongest business model to bring your dream to life, find out more here.
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