How do you experiment with new communication channels?

1 Identify your objectives

Before you try out any new communication channel, you need to have a clear idea of what you want to achieve with it. Do you want to inform, persuade, educate, or entertain your audience? Do you want to increase awareness, generate leads, build trust, or foster loyalty? Do you want to communicate internally or externally? Depending on your objectives, you may need different types of channels, such as email, social media, video, podcast, blog, webinar, or chatbot.

2 Know your audience

Another key factor to consider when experimenting with new communication channels is your audience. Who are they, where are they, and what are their needs, preferences, and behaviors? How do they like to receive and consume information? How do they respond to different tones, styles, and formats? How do they interact with you and with each other? By understanding your audience, you can tailor your communication channel to suit their expectations and preferences.

3 Test and measure

Once you have selected a potential communication channel, you need to test it and measure its effectiveness. You can do this by setting up a pilot project, a trial run, or a small-scale campaign, and then collecting and analyzing data on key performance indicators (KPIs), such as reach, engagement, conversion, retention, satisfaction, or feedback. You can also compare the results of the new channel with your existing or alternative channels to see how they differ.

4 Learn and improve

The final step in experimenting with new communication channels is to learn from your experience and improve your communication strategy. You can do this by reviewing the data and feedback you collected, identifying the strengths and weaknesses of the new channel, and finding out what worked well and what didn't. You can also ask for input from your audience, your team, or your peers to get different perspectives and insights. Based on your findings, you can decide whether to adopt, adapt, or abandon the new channel, and how to optimize it for your communication goals.

5 Experiment with new communication channels

Experimenting with new communication channels can help you discover new ways of communicating with your audience, enhancing your message, and achieving your objectives. However, it also requires planning, testing, measuring, and learning to ensure that you are using the right channel for the right purpose and context. By following these tips, you can experiment with new communication channels effectively and efficiently.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?