Today: Feb 12, 2025

How to identify the most effective channels to reach your audience

5 months ago

MorningRoar #11

In the overwhelming maze of digital marketing, SaaS business owners often feel like they’re throwing darts blindfolded, hoping to hit the bullseye.

But what if you could take off that blindfold and aim with precision?

Identifying the most effective channels to reach your audience isn’t a game of chance; it’s a strategic endeavor rooted in understanding, experimentation, and community.

Today, let’s break it down into three actionable steps that will help you connect with your audience in the most impactful way.

Step 1: Decode the audience’s digital DNA

To truly connect with your audience, you first need to decode their digital DNA—the patterns, behaviors, and preferences that define where they spend their time online.

This step is about looking beyond surface-level demographics and diving deep into psychographics.

Suppose you’re marketing a SaaS platform that helps startups manage their finances.

Your target audience isn’t just “entrepreneurs”; it’s likely tech-savvy, time-strapped individuals who rely on digital tools to streamline their operations.

Are they spending hours on TikTok? Unlikely. They’re probably more active on LinkedIn, participating in webinars, or consuming content on industry-specific blogs.

According to a GlobalWebIndex study, 81% of internet users search for products or services online before making a purchase.

This points to the importance of being present in the right digital spaces where your audience is actively seeking solutions.

Plato once said, “Human behavior flows from three main sources: desire, emotion, and knowledge.”

In SaaS marketing, your goal is to align your channels with these sources.

By understanding the desires, emotions, and knowledge-seeking behaviors of your audience, you can position your brand in the places where they naturally gravitate.

Step 2: Embrace the iterative process—marketing as a Journey, not a destination

Here’s a hard truth: you won’t get it perfect on the first try. But perfection isn’t the goal; progress is.

The key to finding the most effective channels is to view marketing as an iterative process, where you continually refine and optimize based on data.

Imagine you’re running campaigns across multiple channels—social media ads, content marketing, and SEO.

After a few months, you notice that while your blog posts drive significant traffic, your paid social media ads are yielding a much higher return on investment (ROI).

This isn’t the time to abandon content marketing, but rather to adjust your strategy, perhaps by repurposing blog content into bite-sized social media posts that drive engagement.

A study by McKinsey shows that companies that frequently test and optimize their marketing strategies are 1.5 times more likely to outperform their competitors in revenue growth.

This highlights the importance of continuously experimenting and iterating on your channel strategy.

The concept of Kaizen, a Japanese term meaning “continuous improvement,” is highly relevant here.

In SaaS marketing, the pursuit of excellence through small, incremental changes can lead to significant gains over time.

Each iteration brings you closer to the optimal mix of channels that resonate with your audience.

Step 3: Harness the power of digital tribes

The internet is no longer just a vast network of disconnected users; it’s a series of interconnected tribes—communities bound by shared interests and values.

To truly amplify your reach, you need to tap into these digital tribes and become an integral part of the conversation.

Look at Trello, the popular project management tool. Early on, Trello embedded itself within communities of freelancers, developers, and startup founders.

By providing value and engaging with these tribes on platforms like Reddit and niche Slack groups, Trello didn’t just gain users; it cultivated a loyal following that spread the word organically.

According to Edelman’s Trust Barometer, 63% of people trust information from “people like themselves” over traditional advertisements.

This indicates the powerful role that community and peer recommendations play in channel effectiveness.

Carl Jung’s theory of the “collective unconscious” suggests that humans share common psychological frameworks that drive behavior.

In the digital age, these frameworks manifest as online tribes.

By aligning your brand with the values and conversations of these tribes, you tap into a deeper psychological connection, making your marketing efforts far more effective.

Remember, the goal isn’t just to be seen—it’s to be seen where it matters most. Marketing is both an art and a science, a blend of strategy and intuition.

As you embark on this journey, keep in mind that every step, every experiment, and every community you engage with brings you closer to mastering the art of digital navigation.

Your audience is out there, waiting. It’s time to find them.

Fabrice Iranzi

Journalist and Project Leader at LionHerald, strong passion in tech and new ideas, serving Digital Company Builders in UK and beyond
E-mail: iranzi@lionherald.com

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