Start with one business goal

Decide whether the immediate priority is awareness, enquiries, sales, retention or market learning.

Match the channel to customer intent

Search works well when demand already exists, while social platforms are useful for discovery and education.

Consider your ability to produce

Choose a channel your team can support with consistent creative work, follow-up and measurement.

Run a focused test

Define a budget, timeframe and a small set of metrics before expanding.

Next step

Use these ideas as a starting point, then adapt them to your audience, offer and available resources.