How to assess the best channel for your product?

It is the most complex process an early-stage company must go through. A channel is not just about the name of providing a platform to sell products. The confusion is common. A channel where you position the product might take you to the platform where you sell, but not all the time.

In other words, it represents the medium where you can get the greatest audience reach, potentially the cheapest way to have huge visibility. An example could be TikTok, an amazing channel for specific types of products for video materials and most important catchy viral trends. The platform where you sell could be Shopify.

Assessing which channel works best for your company and the particular product is a complete process or a series of steps that follow to achieve business goals.

Choosing the best channel refers to the selection of a platform that fulfils all the requirements to meet the expectations of the business owner. It starts with assessing the customer personal, social, and demographic characteristics which feed into your decision, but it then expands to data you have available from tests across multiple channels and data you enhance to get better insights.

It is quite normal to change strategies depending on specific product ranges, countries and even type of content to enable you to optimise…