There’s no shortage of marketing channels these days — in fact, when it comes to pinpointing which channel will be the most effective, business leaders may sometimes think there are too many. There’s no single marketing channel or method that’s the universal best — a strategy that works for one business won’t necessarily work for another.

Smart marketing isn’t about being on every channel or trying out every new trend. It’s about being on the same channels your target audience is and finding the method and message that speaks to them. And while there isn’t a single marketing strategy that works for every business, there are methods for developing one that do. Here, members of Business Journals Leadership Trust share ways to identify and leverage the best marketing channel for your business.

1. Begin with business objectives and KPIs.
To determine the best channel for your business you must start with your business objectives and key performance indicators. For instance, if your goal is awareness and branding, a campaign that broadly targets large offline audiences would be effective. However, if you want to drive local business in a neighborhood or small market, geotargeting your consumer on a digital or mobile device could be the best approach. – Jessica Hawthorne-Castro, Hawthorne Advertising

2. Market through your existing customers.
My primary marketing channel is my existing customers. More than 95% of my business comes from my current clients. Having proven results and trusted clients speak on my behalf provides the best indication to potential clients about what their experience will be working with me and the value that they will extract. Plus, I offer a money-back guarantee, which advertises my commitment. – Kimberly Janson, Janson Associates

3. Make the most of online lead sources.
We use the online lead sources that are already paying for Google Adwords. For example, we use angi.com for leads. We know we can’t outspend angi.com, so we let them do the hard work and bring clients to us. We know that conduits like them are also going to fight for the top spots, so we want the top spot on those companies’ sites. – David Wescott, Transblue

4. Consider your target demographic.
We use the marketing channel most relevant to our target demographic. It makes sense for us to sell our solution where it is needed most, as that is where our customers tend to be. The channel is how we make the most contacts to help change people’s lives for the better. – Rachel Namoff, Arapaho Asset Management

5. Leverage social media’s multifaceted benefits.
Every marketing strategy is unique, and the channels you use will vary depending on your business goals. The primary channel we use is LinkedIn. Social media is a low-cost tactic that simultaneously increases exposure, website traffic and brand awareness, allowing us to share our expertise with our well-curated networks, which in turn fuels leads and sparks lucrative business partnerships. – Melea McRae, Crux KC

6. Find ways to drive traffic to your website.
Our website is a massive driver of leads for our business. When looking at the people who visit our website, we primarily see our best leads coming from organic Google searches and our listings on directory websites, which share customer testimonials and examples of our work. – Jamie Anderson, Emergent Software

7. Boost your outreach through networking and content.
My primary marketing channel has been networking and referral, and LinkedIn is often the method that provides the connection of both. I have also created a podcast to elevate my voice and extend my borders of thinking and prospects. – Donna Michaels, LMGPR