The list of potential media channels that you can use today to reach your customers and prospects can be exhausting. Blogs, wikis, podcasts, vodcasts, social networks, mobile, web portals, webinars, e-newsletters, traditional print magazines, trade shows, RSS feeds, industry web sites, on and on and on.

How do you know which are the right channels to reach your audience? In the B to B market, it varies widely and can change often. Mechanical Engineers in the HVAC market are probably utilizing a different media mix than Interior Designers that specialize in the Healthcare field.

Where do you start? Here are 8 ideas for getting a good handle on where your audience lives online:

1. Check your web site analytics to determine the top referring sources to your website.
2. Utilize sites like www.technorati.com or www.blogpulse.com to search your company name and keywords to find out if you are being mentioned in blogs.
3. Sign up for Google news alerts for your company name and keywords.
4. Ask your own technical staff where they go to follow the industry and get information.
5. Search social network sites like www.linkedin.com for groups related to your industry, then join and participate.
6. Identify your industry’s guru’s and opinion leaders; conduct a Google search to determine if they are blogging – if they are sign up for RSS feeds
7. Identify your industry’s lead generation sites, and evaluate the presence of your competitors.
8. Survey your current customers and prospects.