Step 3: Pick relevant channels
Armed with a list of target companies, it’s time to understand where key decision-makers spend their time online. And their state of mind when they’re browsing through platforms like Facebook, Instagram, and LinkedIn.
For example, suppose you’re targeting someone within a design organisation. Your initial research may show that these individuals spend a lot of time on Pinterest. However, if you’re targeting executives who work in the financial sector, Google Display ads on Harvard Business Review or Bloomberg will be more successful.
Don’t limit yourself to one channel per target account. Set yourself up for success by taking a multichannel approach to remain top of mind. Because executives reading Bloomberg are most likely also active on social platforms like LinkedIn. In fact, LinkedIn is a powerful platform to target stakeholders because you can reach out to them directly and run campaigns to appeal to specific organisations and job titles within organisations.