For small- and medium-sized businesses, the value of marketing and advertising is directly tied to the efficiencies created by each channel. So it's not surprising that many budget-strapped organizations eschew TV commercials and other high-spend, inefficient channels that can make a big splash while delivering middling ROI.

Still, even with precise marketing solutions offering unprecedented levels of targeting and efficiency, it's hard to drive strong marketing ROI without a clear understanding of your primary audience.

How to Find My Target Audience

A single channel rarely brings in much business for an organization. Customers just don't behave that way. Instead, they tend to engage with a number of channels and experience multiple interactions with brands before they finally make a decision.

For that reason, brands often have no choice but to embrace a multichannel marketing strategy. If your company has deployed one but is struggling to get results, some troubleshooting might be required. Start by checking for one of these common mistakes that brands make when rolling out a multichannel strategy.