Don’t start with more channels
Adding another channel can feel like progress, but each one needs a purpose. If you can’t explain who it helps you reach and what should happen next, it may be adding activity without improving the customer journey.
Begin with the audience and the decision they’re trying to make. Then choose the channels that help answer their questions at that point.
Give every handoff a destination
A useful post should lead somewhere relevant. A campaign promise should match the page it lands on. An enquiry should reach a person or process that can respond.
These connections sound simple, but they’re often where otherwise good marketing loses momentum.
Measure the journey, not just the noise
Impressions and clicks can help diagnose a campaign, but they don’t tell the whole story. Pair channel metrics with signs of meaningful progress—such as qualified enquiries or people completing the next step.