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Channels Strategy
Find the right channels to reach your customers
Awareness channel strategy is about understanding where your customers already pay attention, and focusing on the channels you can access, test, and sustain.
Rather than chasing every possible channel, we help you identify the ones that genuinely matter. The goal isn’t visibility for its own sake, but deliberate exposure in the places your ideal customers are listening, learning, and engaging.
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Finding the right awareness channels
With so many possible channels - how do you reach your ideal customers? Google Ads, cold outreach, events, content, partnerships. It can feel overwhelming to choose.
At Mayfly, we use a clear process to identify, prioritise, and execute on finding effective awareness channels for your AI venture.
We begin by zooming out. We identify every realistic way your Ideal Customer Profile (ICP) could already be reached.
This means asking questions like:
- Where does my ideal customer already spend time, in person and online?
- Which digital channels are they actively paying attention to?
- How might your existing network provide access or early visibility?
At this stage, the goal is coverage, not selection. We want a complete picture of where attention could be captured before narrowing focus.
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Not every channel is right for every venture.
We prioritise channels by looking at:
- How closely the channel aligns with your ICP’s behaviour
- How many of your ICP are active in the channel
- How clearly can your key messages be communicated there
- Your ability and resources to execute the channel properly
- Expected effort compared to potential return
This ensures focus and effort is placed where traction is most likely, without overextending resources.
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Rather than launching everything at once, we organise channels into a deliberate rollout.
Some channels are better suited to early-stage learning and validation. Others perform best once messaging, product, and proof are more established. Sequencing channels helps manage effort, control spend, and ensure each channel has the conditions it needs to work.
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Each channel behaves differently. They each require a different strategy and tactic.
A Google Ads campaign, a LinkedIn content strategy, and a webinar series all demand different messaging, formats, pacing, and success metrics. For each selected channel, we design a specific strategy that’s tailored to how that channel actually works and how your ICP engages with it.
Channel strategy is never static.
It’s an ongoing approach: measure, refine, and reallocate
Finding the right channels is only part of the work. What matters is how they’re managed over time. We continually review performance data to understand what’s working, what needs adjustment, and what isn’t delivering.
Strategies are refined based on real outcomes, not assumptions. If a channel underperforms after considered iteration, we stop investing in it and redirect effort toward stronger-performing channels or new experiments. This discipline ensures resources are used efficiently and the channel mix evolves as the venture grows.
Types of awareness channels
Awareness channels can take many forms: digital, non-digital, paid, and organic.
We take the time to explore the full landscape before deciding which channels are worth pursuing. The right mix depends on your customer, your access, and the stage of the venture.
The Venture Building Engagement:
$15,000
Who we are
Built to partner, not just build
Mayfly helps you turn your AI idea into an industry-transforming venture.
As a venture studio, we bring product insight, go-to-market strategy, technical execution, and network into one integrated team, with shared ownership from the start.
We partner closely with a select group of ventures, validating what matters, reducing risk early, and giving founders clarity and confidence at every stage.
Searching for the right channels for your venture?
Book a complimentary strategy session with our team
If you’re building an AI venture and want clarity on how to reach your ideal customers, without spreading effort thin or guessing where to start, let’s talk.
This initial conversation is a chance to understand your venture, your access to market, and whether a focused awareness strategy makes sense at this stage.
