The internet would quite like you to believe you must be on every platform at all times, posting five times a day while also making long-form videos, newsletters, livestreams, reels, webinars and possibly interpretive dance.

You do not need to do this, rather you should choose your channels with intent.

Here’s the fun, real, actually-useful way to figure out where your marketing should live.

Start with your people

Before you even think about channels, ask… Where is your audience hanging out online?

• Are they scrolling through short video loops on TikTok
• Are they reading longer thought pieces on Medium
• Are they listening to niche podcasts
• Are they typing questions into search because they want answers fast

This part is simple.
Choose the channels your audience already uses.
Not the ones that look trendy.
Not the ones you personally prefer.
The ones that match their behaviour.

Give each channel a job

Channels work best when they have a clear purpose.

Think about
• Which channels help people find you
• Which channels help people trust you
• Which channels help people take action
• Which channels help people stay connected

Trying to make one channel do everything is like asking a whisk to iron your shirts.
Give each platform one job and let it shine at that job.

Be honest about your time and energy

A hard truth - If you cannot show up consistently, the channel will not work.

• Video platforms need actual videos
• Newsletters need someone who enjoys writing
• Paid channels need adjusting
• Community channels need daily care

Pick channels you can maintain at your busiest, not just at your most enthusiastic.

Test it before you fully commit

A low effort test tells you so much.

Examples
• Try two weeks of short videos
• Send a small email series
• Run a tiny paid ad test
• Create three posts and see how the audience responds

You’re not marrying the channel.
You’re going on a first date.
See if it’s worth a second.

Decide what success looks like

This part is where teams often drift.

Be clear on
• What would make you say the channel is working
• What number or behaviour you’re looking for
• What “good” looks like for your business, not someone else’s

A small, loyal, engaged audience can outperform a large uninterested one.
Depth often beats reach.
Retention often beats novelty.

Make your channels work together

Your channels should behave like a group of friends who actually like each other.

• Social content drives people to your website
• Your website collects email signups
• Your email builds trust and creates action
• Your paid activity amplifies the things already working

When they support each other, everything feels smoother and more strategic rather than chaotic and reactive.

Review and tweak

Your business changes.
Your audience changes.
Your capacity changes.

Check your channels regularly and adjust as you grow.
A quick review every quarter keeps you aligned and stops you drifting into old habits.

In the end, choosing your marketing channels shouldn’t feel like guesswork or pressure. It’s simply about knowing your audience, choosing what you can genuinely sustain and letting each channel do the job it’s best at. When you keep it practical and aligned with how your team actually works, marketing becomes far less chaotic and far more effective. Growth comes from clarity, not from being everywhere at once.

Author - Stephanie Johnson, Growth Marketing Consultant

How to choose the right channels for your marketing strategy