Formulating Your Campaign: Where

Step 3 of the We Do Your Marketing Way

Once you understand your aim and your archetype, the next critical decision is where your campaign will live.

The same message delivered on the wrong channel will fail — even if the psychology and creativity are perfect. Channel selection determines:

This step ensures that your campaign is delivered in the right environment, at the right moment, to the right type of decision-maker.

Why Channel Selection Is a Psychological Decision

Every platform places users in a different mental state:

Choosing the wrong environment creates psychological resistance.

Choosing the correct one creates psychological permission to buy.

The Three Channel Categories

Your campaign channels are divided into three strategic groups:

Each category has its own role inside your growth system.

Core Channels

The foundations of your brand ecosystem

Online Marketing Channels

Demand capture & digital amplification

Offline Marketing Channels

Trust, authority & physical visibility

3.1) Core Channels

Your Digital & Brand Foundations

Core channels are not optional. They form the infrastructure that all marketing activity depends on. They are where:

Trust is built
Messaging is anchored
Brand identity is reinforced
Users validate their decision

Without the core being excellent, almost all other marketing is pointless. This is where we need to start when first developing your marketing. Your Core Channels include:

Website

Your website is your main sales engine. Every campaign should drive traffic here. It must be fast, clear, and built to convert. If it doesn’t generate leads, sales, or enquiries — it’s failing.

Branding

Branding decides who wins attention and who gets ignored. It positions you, builds instant trust, and makes you recognisable at speed. Strong branding means people remember you, choose you faster, and justify higher prices without hesitation.

3.2) Online Marketing

Digital Demand Generation & Capture

Online marketing channels are where active intent meets scalable reach. These platforms are driven by:

Algorithms
Search behaviour
User data
Retargeting
Automation

This is where:

Leads are generated at volume
Demand is captured at the point of need
Budgets are tracked to ROI
Performance is measurable in real time

Your Online Marketing channels include:

Advertising (PPC)

Advertising delivers speed and control. You choose the audience, control the message, and scale results fast. It’s your fastest route to leads, data, and revenue growth.

Search Engine Optimisation (SEO)

SEO creates long-term dominance. It puts you in front of buyers exactly when they’re searching. It compounds results month after month and reduces your dependence on paid ads.

Email Marketing

Email is your highest ROI channel. It turns leads into clients, and clients into repeat buyers. It automates follow-ups, drives conversions, and keeps your brand top-of-mind without ad spend.

Social Media Marketing

Social media builds visibility at scale. It keeps your brand in front of your market daily, builds authority, and creates demand before customers even start searching. Done right, it shortens the sales cycle.

3.3) Offline Marketing

Trust, authority & physical visibility

Offline marketing operates outside of screens — but it still plays a critical psychological role. These channels build:

Legitimacy
Physical presence
Community familiarity
Long-term trust

Offline marketing is particularly powerful when:

Entering a new geographic market
Supporting a digital campaign
Building high-trust service brands
Targeting less digitally active demographics

Your Offline Marketing channels include:

Local Marketing

Location drives high-intent local demand. It captures people ready to buy now. When location marketing is right, it turns visibility into immediate footfall, calls, and enquiries.

Print

Print adds physical credibility. It reinforces trust, improves recall, and supports high-value transactions. Used correctly, it strengthens digital campaigns and sales conversations.

Events

Events create fast trust and fast decisions. They compress relationship-building into real conversations, accelerate deals, and position you as an industry leader.

Sales

Sales is where marketing turns into money. Every channel feeds into this process. A strong sales system increases close rate, deal size, and customer lifetime value — without increasing lead costs.

How “Where” Connects to Psychology

Your Archetype determines:

Whether someone prefers:
- Fast decisions or slow research
- Emotional content or data
- Social proof or authority
- Visual stimulation or structured information

Your Where decision must match this behaviour:

D-types convert faster on direct PPC & short landing pages
I-types engage better on social and visual media
S-types respond well to email nurturing and referral trust
C-types convert through SEO, comparisons, and long-form content

Channel selection is therefore a behavioural fit, not just a budget choice.

Next Step: When Is Your Campaign Going To Happen? →

Move to Step 4 and define when your campaign will be happening.

Business Size

See What We Recommend For Businesses Of Your Size

IT Maturity

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Sectors

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Aim

Archetype

Where

When

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