#EurekaMoment 10: Don’t choose your channel before you know who your audience is

July 12, 2017 Harold Tor

#EurekaMoment 10: Don’t choose your channel before you know who your audience is

“We want a Facebook page.”
“We want a blog.”
“We need a Twitter strategy.”

These are the demands people make to me everyday.
But the first question I posed back to them is: “Who are you targeting on that channel?”

Often, people see their competitors or someone elese doing a great job on a particular channel and they want the same thing for themselves.


Know your target audience. Then choose your channel.

But they have not made the first analysis of where their target audience is. Imagine you spend 30,000 euros on a 3-months campaign on Instagram only to discover your target group is not there. Not only is it a waste of resources and effort, it is telling others what a lousy communicator (whether it’s marketing, public relations or public affairs) your organisation is.

The golden rule is: Do your homework to find out who your target audience is, which platform they are on, and how they interact with one another.

Do not choose your channel before you know all of that.

Eureka Moments are not so much moments of sudden realisation or enlightenment like Archimedes. They are moments while I am in my commute when I get to reflect on things that someone mentioned to me, things that I am confronted with, things that I or others have sought a solution for. They are more ‘oh I get it’ rather than ‘I have discovered it’. 

#EurekaMoment 28: A/B testing versus multivariate testing #EurekaMoment 27: Problems with internal communications? Be AGILE. #EurekaMoment 26: How to make your users stay on your site? Life and Death are the Only Things that Matter #EurekaMoment 25: Do not underestimate the power of images 10 tips on digital recruitment check-up How to prevent homepage nazis from destroying your corporate website long-tail keywords Why you should use long-tail keywords #EurekaMoment 24: What happens when you post content not tailored to your audience? #EurekaMoment 23: There is no external communications without internal communications #EurekaMoment 22: How to extend your reach? #EurekaMoment 21: What is Digital Corporate Communications? #EurekaMoment 20: Why Content is King #EurekaMoment 19: Great content! But how do you deliver it to the right audience? #EurekaMoment 18: Mapping is the Foundation of your Outreach Strategy #EurekaMoment 17: Emotions are universal, values are not Harold Tor - dontthinktoomuch.com - The Autumn Light The Autumn Light Harold Tor - dontthinktoomuch.com - Google Search is 20 years old #SearchIs20 Google Search is 20 years old: What to expect next and what Google still does not get #EurekaMoment 16: How to improve the impact of your content marketing Google's reluctant fight against fake news Google's reluctant fight against fake news: Sandwiched between the EU, Russian hackers and the mainstream media
, ,

Leave a Reply

Your email address will not be published. Required fields are marked *