Channel advice often sounds universal: post more, call more or spend more. In this lesson, Carlos Sanabria explains why channel selection should follow the buyer’s environment and why useful expertise can open a conversation more effectively than an unsupported pitch.
The approach connects value-based marketing to the ICP work in the preceding lessons. Once you know the audience and its problem, decide what you can help that audience understand and where that help should appear.
What you'll learn.
- Package useful expertise before asking an unfamiliar buyer to purchase.
- Distribute content through places and people the audience already trusts.
- Evaluate channel advice against your specific market.
Make your expertise useful before the pitch.
Start with something you know that a prospective customer would struggle to work out alone. That could be a recurring mistake, a pattern from client work, a decision framework or a practical best practice.
The important step is making that expertise usable. A concise guide, case study, webinar or founder post should help the buyer make sense of a real problem. Publishing content only to fill a schedule does not establish the same reason to pay attention.
Distribute through existing trust.
Return to the buyer’s ecosystem: communities, mentors, industry voices, newsletters and events. If the audience already trusts a person or organization, a relevant partnership can place your expertise in a context they recognize.
This does not mean borrowing credibility without substance. The content still needs to be useful and appropriate for that audience. The relationship helps it reach the right people; the insight gives those people a reason to continue the conversation.
Choose channels deliberately.
Carlos challenges fixed promises about posting frequency, outbound volume and conversion rates. A tactic that works for one audience may not fit another audience’s habits, level of trust or buying process.
The example in the recording is a business serving agriculture. Industry events, partnerships and search may provide access to decision makers who are difficult to reach through generic outbound. The lesson is to investigate the market’s behavior, rather than treating those particular channels as a universal recipe.
Connect attention to a useful conversation.
Decide what should happen after someone encounters the content. A discovery conversation should continue the same problem-solving thread, and the eventual offer should connect to the issue that brought the person in.
A practical planning sequence is to identify the buyer’s question, create an asset that helps answer it, choose a credible distribution route and define a relevant next step. Test whether that sequence produces useful conversations before increasing volume.
Good channel selection begins with how buyers behave. Bring relevant expertise into the places they already use, then connect that attention to a clear offer and a conversation worth having.
