Let’s be honest—marketing can feel like a game of darts in the dark. You’ve got emails flying out, posts going up, maybe a banner ad here and there… and then you sit back and wonder: Is any of this actually working?
That’s where channel strategy comes in. I know that “channel strategy” sounds like something you’d hear in a boardroom over bad coffee. But here’s the thing: it’s not just another buzzword. It’s the cheat code. The map. The user manual for getting your message in front of the right people at the right time and in the right way, without feeling like you're just tossing spaghetti at a wall and hoping some sticks.
So, let’s break it down, no MBA required.
Channel strategy is really just a fancy way of saying, "How and where do we talk to our customers?"
Think about your own day. You might see a billboard on your commute, scroll through Instagram while waiting for your coffee, open a marketing email mid-scroll, click on a link while researching something at work, or get a product rec from a friend. All of those are channels—places where brands try to reach you.
A good channel strategy figures out which of those touchpoints matter for your audience and makes sure you're showing up there, not shouting into the void.
It’s not just about broadcasting your message louder. It’s about being smart, targeted, and maybe even a little sneaky (in a good way). The goal? Be where your people are, in a way that feels natural, not like a pop-up ad from 2006.
We live in a world that’s loud. Everyone’s selling something, and let’s face it, most people have ad-blindness by now.
But when you choose the right channels—when you stop trying to be everywhere and start being where it counts—you start breaking through the noise.
Here are just a few places brands might show up:
The magic isn’t in how many you use. It’s in knowing which ones actually hit home with your audience. One well-placed Instagram story with an influencer who gets your niche can outperform five generic PPC campaigns.
You don’t need a 50-page strategy doc to get this right. You just need some clear thinking, a bit of research, and a willingness to tweak as you go.
Here’s how to get started:
It sounds obvious, but you’d be surprised how many marketers skip this. A bakery isn’t going to market the same way a software company does. A local yoga studio has different needs than an insurance agency.
If you’re selling a product people can try, taste, or touch, retail, pop-ups, markets, or sensory Instagram posts might be your jam.
But if you’re offering something more complex—think cybersecurity tools or health insurance—you’ll need channels that allow for explanation, trust-building, and sometimes, human interaction. That’s where agents, partners, or even explainer videos come in.
Think about the experience someone needs to feel confident buying from you. That’s your channel clue.
Here’s where it gets fun—and a little tricky. Knowing your audience doesn’t just mean demographics. It’s about understanding behaviors, preferences, and vibes.
Where do they hang out online? Who do they listen to? Are they on Facebook or have they moved on to BeReal? Do they trust online reviews, or do they ask their cousin for product recs?
Millennials might read blogs and click email newsletters. Gen Z? They want short-form video, authenticity, and fast replies. Boomers might appreciate detailed info, trust traditional media more, and prefer direct mail. Gen X? Somewhere in the middle, but still often loyal to email.
Pro tip: create buyer personas. Yes, it sounds a bit textbook, but it works. Give them names, backstories, favorite platforms, and buying habits. Make them real. You’ll know exactly where to show up for them.
Marketing is never just about selling. It’s about how people feel when they buy from you.
Ever notice how some brands just make you feel good? Like you’re part of something? That’s not luck—that’s intentional experience design, and channel strategy is a big part of it.
Let’s say you sell DIY home kits. You could blast out ads all day. Or you could build a TikTok channel showing home transformations, tag happy customers, and let their posts be your marketing.
If you’re in a service biz—like selling insurance—lean on human connection. Let agents answer questions live. Offer workshops. Create content that explains policies in plain English.
Bottom line: the smoother and more delightful you make someone’s journey, the more likely they are to stick around—and tell their friends.
Let’s say you’ve picked your channels, set your campaigns, and put in the work. Now what?
You measure.
Different channels call for different metrics. Here’s a cheat sheet:
Use tools like Google Analytics, HubSpot, Sprout Social, or even UTM codes. The goal isn’t to impress anyone with graphs. It’s to know what’s actually working so you can stop wasting time—and money—on what isn’t.
Here’s where a lot of people get tripped up. Two terms that sound similar but aren’t.
This is what most people do. You use multiple platforms to reach your customers—email, Facebook, your website, maybe a few print pieces.
You’re in charge. You control the message. You monitor the outcomes. Great for direct-to-consumer brands or businesses with tight control over marketing.
This one’s for businesses that work through partners—think dealers, agents, franchisees, resellers.
Here, you’re giving your partners the tools and resources to promote your brand—but their way. Sounds chaotic? It can be. But with the right support, it works beautifully.
Through-channel marketing automation (or TCMA, if you love acronyms) platforms like Zift Solutions, BrandMuscle, or SproutLoud help partners run local campaigns using pre-approved, brand-compliant assets.
It’s how massive brands keep their look and message consistent across thousands of locations. Think of it like giving your team the playbook and the tools to win.
Let’s wrap this up with some grounded, actually-helpful habits:
Here’s the truth: you don’t need a Fortune 500 budget or a team of ten to build a solid channel strategy.
What you do need is a clear understanding of your product, your people, and your purpose—and a little patience to experiment, tweak, and grow.
Marketing isn’t about being everywhere. It’s about being where it matters.
So take a breath, grab a coffee, and start mapping it out.
You’ve got this.