Channel Strategy Overview

What is a Channel Strategy?

• It is where and how you communicate throughout your Ideal Target’s journey

Step One – Create the Journey Map First

• Uses the same funnel steps
• Uses the Audience Mindset and How We Interact at This Stage

Channel Strategy Components

• Audience mindset
• How we interact at this stage
• Marketing Channels
• KPI’s (Key Performance Indicators)

Journey Map Refresher

A visual way to show your Ideal Target’s interactions with your brand throughout the journey.

Channel Strategy

Where and how you communicate your Ideal Target’s journey.

Channel Strategy – Journey Map Input

Channel Strategy Reference Guide

Determining Marketing Channels & KPI’s

1. Choose one funnel stage
2. Review the “Audience Mindset”
3. Review “How We Interact at this Stage”
4. Review the “Channel Strategy” Reference Guide
5. Jot down how you communicated and interacted successfully in the past
6. Choose 3-4 marketing channels for the stage
7. For each marketing channel, identify 1-2 KPI’s that will help you understand if your Ideal Target is “moving down the funnel”
8. Repeat for the rest of the funnel stages
9. If you have more than one “Audience,” follow the same process

Channel Strategy – Example

Watch our video here