Channels are ways for you to reach your Customer Segments. Channels are ways for you to reach your CS. Channels can be email, social, CPC ads, blogs, articles, trade shows, radio & TV, webinars etc.

Communicate with your customers

How will consumers come into contact with your brand? Where will they first learn about your company? Will it be through social media? If so, which sites? Will it be through advertising? If so, where will these ads exist? You can use the ecosystem mapping template and create a strong content strategy to help you define what channels you’ll reach customers at different times.

Channels to consumers are also known as “touchpoints” — the points or places where users encounter your brand. Identifying consumer channels is crucial, as you want to ensure potential users are hooked on what you’re offering and satisfied with your service through every step of their experience. There are three time periods when consumers will come into contact with your company; within each of these are a range of ways in which users will encounter your brand:

Before Purchase: 

  • Social media platforms
  • Advertising
  • Word of mouth

During Purchase: 

  • Main website
  • Conversations with sales or other team members
  • Catalogs

After Purchase: 

  • Follow-up “Thank you” notes
  • Email updates on new products or features
  • Customer feedback surveys

Careful! The bullets above are meant to spark your thinking about possible channels. However, when you fill in this section be specific about your consumer touchpoints.

The old saying is ‘fish where the fish are’. Now the thing is, your channels to find and talk to your potential customers might not always be obvious. It is also dependant on the complexity of your business.

B2B Example

For example, your business might be Business-to-business (B2B), in which case your channels could be partners and affiliates. You might not sell to the partners but you might sell through the Partners.

B2C Example

Let’s say you run an e-commerce store. Your customers are on Facebook a lot, and so that’s a channel for you. For others your channel might be events because it’s going to take a little bit of thought leadership and a little bit of expertise to be able to speak about what it is you deliver – because your product is knowledge. In that case your channel would need an environment where you can transfer knowledge.

So think about your channels, list them out because this will be a key thing in your marketing and sales strategy when it’s all in line with your customer base and your customer segments. Then you have a good sales and marketing pipeline, which is actually just a revenue pipeline.