Sales Tips
5 mins

Which channels should be used to reach your target audience?

Unlock strategies for success in digital marketing: SEO, SEM, social media, and more!

    In the evolving world of marketing, it can sometimes feel like navigating through a complex maze. How do you determine which media channels will effectively amplify your brand? How can your business set itself apart in a marketplace where numerous brands compete for attention? Welcome, marketers, to the guide that will address these pressing questions and more.

    Each click on a website, every Facebook post "like," and every online search query represents an opportunity. However, there's a catch: not all digital platforms carry the same weight. In an ocean of content, how can your brand's posts effectively reach your target audience?

    "Should you focus on email marketing, invest in creating ads that resonate with social media users? And how can SEO assist people in discovering your product amidst an abundance of choices?"

    Businesses, whether they're new or well-established, often find themselves standing at this crossroads. While free online resources might provide solutions, the real challenge lies in understanding your target customers and tailoring strategies for them. For instance, while a millennial might be drawn to an Instagram post, professionals may be more inclined to read a crafted email.

    From the array of advertising platforms to the world of data analytics, this blog post is here to guide you. We'll explore the specifics, such as selecting the platform for promoting your product and creating content that resonates with your audience. Our goal is to help you grasp the art and science behind customer strategies. By the time you finish reading, you'll have a roadmap on how to make an impact in the market.

    So whether you're looking to enhance your SEO tactics, discover which platforms your target audience frequents, or determine the time and place for launching your advertising campaign – rest assured you've come to the right place.

    So don't be intimidated by the vastness of the landscape. Arm yourself with knowledge and witness how your brand becomes a beacon for customers. Keep reading as we embark on this journey together!

    1. Cold Call

    Cold calling, a technique that has been in use for decades, has its roots intertwined with the rise of selling and advancements in communication. To fully grasp the emergence of calling, it's important to consider aspects of its history and context.

    The origins of selling: before the era of telephones, direct selling was a common practice where company representatives went door to door to sell their products or services. However, with the introduction of telephones, there came a means of reaching a larger audience without the need for physical travel.

    "Advancements in communication: With the availability of telephones during the century, businesses quickly recognized their potential as a tool for reaching a broader customer base."

    The era of competitiveness: As more companies embraced telephone sales techniques, competition among them intensified. Merely having a product was no longer sufficient: an effective strategy for engaging potential customers became paramount. Cold calling emerged as a skill for sales professionals.

    Training methods and strategies: Recognizing the significance of cold calling, numerous companies have started providing training to their employees to enhance their telephone prospecting abilities. They have developed scripts, implemented techniques to address common objections, and capture the attention of the person being called right from the beginning.

    Aspects and criticism: Similar to other direct sales techniques, cold calling has not been exempt from controversy. Many view it as an intrusion or an annoyance, which is why several countries have introduced regulations to safeguard consumers against unwanted calls.

    The impact of the digital era: With the advent of the internet and social media, prospecting methods have undergone a transformation. While cold calling still has its place in B2B contexts, it is now complemented (sometimes even replaced) by digital marketing techniques.


    The emergence of cold calling reflects how sales and communication methodologies have evolved throughout the century. Despite changes in the business landscape, it remains a vital tool for industries when it comes to making initial contact with potential customers.

    2. Emailing

    Every email you send should provide something to your audience, whether its content, a special offer, or important news.

    1. Optimize for devices: With more and more people checking their emails on their mobile devices, it's essential to ensure that your emails are easily readable and clickable on these devices.
    2. Pay attention to the subject line: Craft a relevant subject line that entices recipients to open your email.
    3. Test and make adjustments: Utilize the A/B testing method to experiment with different versions of your emails and determine what resonates best with your audience.
    4. Manage email frequency: Avoid overwhelming your subscribers with emails as this can lead them to unsubscribe. Strike a balance that maintains engagement without inundating their inbox.
    5. Include a call to action (CTA): Clearly state what action you want the reader to take after reading your email. Ensure that your CTA is compelling and easy to understand.
    6. Tools for email marketing: There are user-friendly tools and platforms available for implementing effective email campaigns, including Mailchimp, SendinBlue, Constant Contact, among others. These tools provide a range of features, such as templates, automation, and analytics, to assist businesses in maximizing the effectiveness of their email marketing campaigns.

    Email marketing continues to be a critical component of modern marketing. By implementing effective strategies and utilizing the right tools, companies can effectively connect with their target audiences, reinforce brand loyalty, and boost conversion rates.

    3. Social networks

    What is the meaning of social media marketing?

    Social media marketing encompasses the creation and promotion of content across social media platforms to accomplish your marketing objectives, such as enhancing brand recognition, generating leads, or directly making sales.

    Why is social media so important?

    • Reach: With platforms like Facebook, Instagram, Twitter, LinkedIn, Pinterest, TikTok, and Snapchat being utilized by billions of people, there exists an immense opportunity to connect with a vast audience.
    • Precise targeting: Social platforms offer advertising options that allow you to target users based on their demographics, interests, behavior patterns, and more.
    • Engagement: Unlike traditional marketing methods, social media enables two-way communication between businesses and their audience. This fosters deeper engagement with the target audience.
    • Versatility: From sharing videos to infographics, articles to polls – you have the flexibility to post various content formats that effectively engage your audience.

    Strategies for achieving success on social media:

    • Understand your target audience: Identify who your potential customers are, which social networks they use, and the type of content they prefer.
    • Create high-quality content: Ensure that the content you share is relevant, interesting, and valuable to your audience.
    • Utilize paid advertisements: As organic reach tends to decline on some platforms, leveraging paid ads can help you reach a broader audience and target specific segments.
    • Engage with your audience: Take the time to respond to comments, initiate conversations, conduct polls, and encourage interaction with your followers.
    • Adjust: Utilize analytics tools to track the performance of your content and advertising campaigns. Make adjustments to your strategy based on the insights gained.

    Here are some popular platforms along with their uses:

    • Facebook: This platform is ideal for reaching a broad audience, running targeted ads, and sharing a wide range of content.
    • Instagram: With its focus on visuals and videos, Instagram is perfect for lifestyle brands, fashion-related businesses, food enthusiasts, and more.
    • Twitter: Twitter excels in delivering quick news updates, facilitating customer service interactions in real time as well, as engaging in direct conversations.
    • LinkedIn: LinkedIn is a platform that is ideal, for B2B interactions, networking and recruitment purposes.
    • TikTok: TikTok, on the hand is a video platform that revolves around creativity and is particularly effective for reaching out to Generation Z.
    • Pinterest: Pinterest, with its focus on inspiration and ideas is perfect for various niche interests such, as DIY projects, fashion inspiration, interior decor ideas and more.


    Social media presents an opportunity to engage with your audience in a more personal manner. By crafting a well-thought-out strategy tailored to each platform's strengths and characteristics, you can effectively enhance brand awareness, drive conversions, and foster stronger customer loyalty.

    4. SEO Marketing

    • Keyword Research: Begin by identifying keywords applicable to your industry and target audience. These keywords will serve as the foundation for your content creation process.
    • High-Quality Content: Focus on creating content that addresses the needs, questions, and challenges of your readers. This approach will not only keep them engaged but also position you as a trusted source of information.
    • On-page Optimization: Ensure that every page on your website is optimized for search engines. This includes optimizing tags, titles, URL structures, and images to improve visibility.
    • Building Backlinks: Aim to acquire quality backlinks from reputable websites to enhance your site's authority and credibility within the SEO ecosystem.
    • Updated Content: It is vital to update your website with fresh content as search engines tend to favor websites that regularly offer new information or insights.
    • Mobile-Friendly Optimization: With an increasing number of searches conducted on mobile devices, it is crucial to ensure that your website is responsive and loads quickly on these platforms.

    Measuring Performance & Making Adjustments:

    Utilize tools like Google Analytics and Google Search Console to monitor metrics such as traffic levels, conversions, and other key performance indicators (KPIs). Based on these insights, adapt your strategy accordingly for optimal results.


    SEO (Search Engine Optimization) and content marketing play integral roles in any digital marketing strategy. When effectively combined, they can significantly boost visibility for brands by attracting organic traffic while fostering customer loyalty through valuable engagement.

    5. SEM

    What is Search Engine Marketing (SEM)?

    SEM refers to a marketing approach that focuses on boosting a website's visibility in search engine results through the use of paid advertisements. This is different from SEO, which aims to improve organic visibility. SEM is often associated with Pay Per Click (PPC) advertising, where advertisers pay for each click their ad receives.

    Why is SEM significant?

    • Immediate Visibility: Unlike SEO, which may take time to show results, SEM campaigns can provide immediate visibility on the first page of search results.
    • Precise Targeting: Advertisers have the ability to target audiences based on keywords, demographics, location, device usage, and other criteria.
    • Measurable: Tools like Google Ads allow advertisers to accurately track clicks, conversions, and campaign return on investment (ROI).
    • Flexibility: Budgets, bids, and ads can be adjusted in real-time based on performance and objectives.

    Strategies for achieving success in SEM:

    • Keyword Research: Similar to SEO practices, conducting keyword research is essential in SEM. It's crucial to understand the terms your target audience uses when searching for your products or services.
    • Creating Compelling Ads: Well-crafted ads can improve click-through rates and reduce the cost per click.
    • Landing Page Optimization: Make sure that when users click on your advertisement, they are directed to a well-designed page that encourages them to take action.
    • Budget Management: Keep an eye on your bids and make adjustments as needed to ensure you are paying the optimal price for each click.
    • A/B Testing: Test different versions of advertisements and landing pages to determine which ones resonate best with your audience.

    Tools for SEM:

    - Google Ads: This is the most widely used tool that allows advertisers to create ads that appear in Google search results.

    - Bing Ads: Similar to Google Ads but specifically designed for Microsoft's Bing search engine.

    To summarize, SEM is a powerful strategy for reaching your target audience and driving conversions. When combined with other tactics, like SEO and content marketing, it becomes a critical component of a well-rounded digital marketing strategy.

    The best channel?

    In today's ever-changing world, businesses need to go beyond relying on a single channel or strategy to stay ahead. Effective digital marketing requires integrating multiple tactics. This includes harnessing the power of SEO and the precision of paid SEM, utilizing the reach of social media, and adding a personal touch through email marketing. Each channel brings its unique benefits, and when combined effectively, they create a symphony of engagement, conversions, and lasting customer relationships. To thrive in this digital age, brands must continuously adapt, learn, and optimize their strategies. It's not just about being visible; it's about forging genuine connections during those crucial moments that matter most to your audience.

    Romuald Pouget
    Growth Marketer
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