Understand who you want to reach
Identify the people you serve and the questions they ask before choosing a provider. Useful content begins with those questions.
Match the channel to the goal
Search can help people who are already looking. Social content can introduce a brand and explain its work. Paid advertising can test a defined audience with a controlled budget.
Decide how you will measure progress
Agree on useful measures such as relevant enquiries or completed purchases. A campaign’s reach alone does not establish its business value.
Review before expanding
Start with a manageable plan. Review the quality of responses, costs and content before committing to additional channels.