There is always another place your business could show up.
Another social platform. Another campaign. Another email. Another format somebody says you should try.
Before you commit time and budget, it helps to look at the experience you already give people.
Follow the journey yourself
Imagine someone sees your advert or reads a social post.
Where do they go next? Does the page continue the same conversation? Can they find the information they need? Is the next step clear? If they enquire, does the person responding have the context to help?
Those connections deserve attention. A strong individual piece of work can lose its usefulness when the next part of the experience feels confusing or disconnected.
Give each channel a job
A channel should earn its place in the plan.
It might help people discover the business, explore a service, understand a complicated topic or return when they are ready to talk. Its role should relate to the audience and the decision you are helping them make.
That gives you a more useful starting point than a general instruction to be more active everywhere.
It also helps the people producing the work understand what they are trying to achieve.
Plan the handovers
At POSTT, we work across strategy, websites, search, campaigns, social media, design, video and development. A benefit of that breadth is being able to look at the connections between them.
An article might answer a question a campaign raises. A landing page may need a clearer explanation before more traffic is sent to it. A video could give a sales conversation something useful to build on.
We would work through those possibilities with you, then agree where attention will be most useful.
You may well need another channel. First, let’s make sure there is a good reason for it and somewhere worthwhile for it to lead.