There's no such thing as a channel that doesn't work

There is no such thing as a channel that "doesn't work".

Whenever I've heard that assertion, my first question has always been "what does that mean?"

And in my experience, it's usually not the channel at fault. More often, it's some combination of the following:

Poor targeting: I once tried to target only VPs+ on LinkedIn. Turns out, they're spending time on the platform less often, which makes sense in hindsight. It's too narrow of a niche for the channel, even if it's your ICP. Tip from the LI account manager: at least go down to Director+. Unlock volume while still keeping quality relatively high. Tried targeting a broad subreddit once. Too much noise, even though it outperformed engagement metrics. Targeted super niche small communities instead. Way more qualified traffic to the site. Each channel has its own nuances.

Messaging that doesn't land with the ICP: just because something feels right when you say it inside the company doesn't mean that's how your audience thinks about the problem, solution, or product. Launched a campaign once that seemed like the perfect answer to a very specific pain point. Got almost no traction. Launched something more culturally topical instead and demo requests took off. Figure out what actually resonates in the field.

Stale creative: this one always surprises me. If you haven't refreshed your ads in months, your audience is probably sick of seeing them and has started tuning them out. You're lighting cash on fire. Aim for scroll-stopping visuals paired with attention-grabbing copy. Stats and proof points still do really well.

Lack of experimentation: if you've nailed targeting and messaging, have you experimented with ad format? The same copy and targeting for a single image ad on LinkedIn is way less effective than that same copy and targeting applied to a carousel ad. Every channel has its own selection of formats and you have to cycle through all of them to find what works best in terms of engagement. Plus, the rules and algorithms are constantly changing. If you're on third-party turf, you can't afford to be complacent.

Misaligned expectations about what working means: expecting every channel to drive immediate pipeline is unrealistic. LinkedIn builds top of funnel awareness. That may or may not result in short-term pipeline (I've seen it both ways), but it helps in a myriad of other ways, including brand awareness, hiring, investor perception, building retargeting pools, and air cover for ABM programs. Google Search Ads are best suited as a demand capture channel. YouTube Ads and Reddit Ads: more awareness and traffic driving. Usually lower intent but still important. The best demand programs weave together a variety of channels because marketing is a multi-channel play. Each supports the other, and investing in just one is as short-sighted as putting all your money into one stock.

And if you're a visual learner, I made a carousel (and an infographic) to practice what I preach.