Think in customer journeys, not channel lists

It's tempting to treat marketing as a list of channels to be present on. But being everywhere isn't a strategy — it's a way to spread your effort thin.

The better starting point is the customer journey: how do the people you want to reach actually find businesses like yours, and what happens between that first moment of attention and them becoming a customer?

Once that journey is clear, the right channels tend to reveal themselves — and so does everything else you need to build around them.