- Evaluate your audience.
Identify and profile your target audience so you understand what channels they use, what their motivations are, and so on.
- Select media channels.
Determine the best channels to reach your target audience based on the results of your profiling efforts.
- Develop campaigns.
Craft campaigns that speak directly to the needs and motivations of your target audience.
- Launch your campaigns.
Test across different media channels to gauge return on investment (ROI) initially, and then increase investment after you’ve determined which channels yield the best results.
- Measure ROI.
Be sure you’re tracking and measuring impact across all your channels. Whether your investment is time or money (or both), understanding which channels pay the greatest dividends for each target audience helps you invest wisely.
- Fine-tune your campaign.
Make adjustments and then head back to Step 1 and run through the process again. Monitoring results and fine-tuning your approach enables you to optimize results.