Marketing doesn’t look the same for each company, it’s not a one size fits all situation. It’s not a case of one channel fits all either. If you’re relying on just one marketing channel, you’re not only missing out on potential customers but also limiting how well that one channel can actually work for you. Think of it like trying to fill a bucket using just a trickling tap when there’s a perfectly good hose and watering can right next to you.
Why You Shouldn’t Use Marketing Channels in Isolation
You Could Be Missing Members of Your Audience
Let’s say you’ve decided to only focus on social media. It’s cheap, it’s easy to post, and you’re getting some likes. But not everyone in your audience is hanging out on Instagram at the same time as you. Some are searching on Google. Some are asking questions about your service in ChatGPT and Perplexity. Some want to see what people are saying about you in reviews. If you stick to just one channel, you’re not giving all your potential customers a chance to find you.
It Reduces the Effectiveness of Each Channel
Even worse, relying on just one method can make that channel less effective over time. SEO is powerful, especially if you’re doing local SEO tactics well, but without supporting it through things like content, social media and maybe a bit of paid traffic, it can take ages to see traction. The more you combine efforts, the quicker and better your results tend to be.
The Benefits of Multi-Channel Campaigns
Using more than one channel isn’t about doing everything at once – it’s about finding a smart mix that helps each part of your marketing work better.
SEO and PPC Together
Take SEO and PPC. If you’re based in or near Preston and looking to grow your local visibility and get more leads, combining SEO strategies that combine search terms including ‘Preston’ with some Google Ads restricted to the location can help you get seen much faster by your local customers. Even if someone doesn’t click your ad, seeing your business name more than once in the organic listings can build trust and encourage them to get in touch with you. This is an ideal scenario because if your SEO is bringing in long-term traffic while PPC brings quick wins, you’re covering both bases.
Content Marketing, Social Media and Email
Another example is content marketing, social media and email. These are three channels that work really nicely together.
Say you write a helpful blog post about your services. That content can be shared on Facebook or LinkedIn, and then repurposed into tips for your next newsletter. It’s the same message, but you’re getting it in front of different people in different ways. That’s how you make content go further and improve your ROI.
What does a Multi-Channel Strategy Look Like for a Small Business
If you’re running a small business, you don’t need a massive team or budget to make this work. It just needs a bit of planning and consistency.
Start by looking at where your customers actually are. If you’re a local shop or service in Preston, you’ll probably benefit from local SEO tactics like local listings and optimised pages. But you might also want to be on Facebook to connect with your audience, or maybe there’s a place for a good old fashioned door drop (but with tracking included so you can see how it works!).
The key is to make sure all your channels are pointing in the same direction and you’re being consistent in your messages to build your brand picture. Your Google My Business should have the same opening hours as your website. Your social media should talk about your blog posts or highlight your reviews. This is what helps you build a brand, build a reputation and grow.
How to Scale a Multi-Channel Marketing Strategy
Once you’ve got a few things running well, the next step is scaling. That doesn’t mean immediately doubling your budget! It means starting by improving what you’re already doing and adding channels where it makes sense.
Why scale?
Scaling means more reach, more consistency, and usually better results over time. If your SEO is already working, adding PPC can help you test new keywords or promote offers. If you’ve been sending emails now and then, a proper monthly newsletter could bring back more repeat customers and automation could make your sales process much smoother. Remember you’re not starting from scratch, you’re building on what’s already working.
Keep in mind with scaling your marketing that it will take more time and attention. You might need to use scheduling tools, content planners or even bring in a digital marketing agency to help. It’s also easy to spread yourself too thin at this stage. If you’re trying to post on five social channels and write three blogs a week while also running the business, something’s going to slip so reach out for support when you need it.
Common Scaling Issues and How to Fix Them
One of the biggest problems with multi-channel marketing is inconsistency. You start strong but things drop off after a few weeks. To fix this, keep it simple. Create a basic calendar. Decide how often you’ll post, send emails or update you website and stick to it. This helps avoid burning out, missing deadlines and getting overwhelmed.
Another issue is trying to be everywhere without a clear message. Make sure all your channels are working towards the same goal. Whether that’s more leads, more visits to your shop, or more online bookings, every channel should help drive that result.
Finally, don’t scale so much that you get so busy doing you forget to see wat’s still working. If you’re running your SEO and also doing paid ads, check where your leads are really coming from. Tools like Google Analytics and can help you track how users respond to your website and help you make better decisions about where to focus next.
Multi-channel marketing doesn’t need to be complicated. For a local business, it might be as simple as keeping your website updated, sharing useful content on Facebook, and running a small Google Ads campaign. Done consistently, these channels support each other and help your business grow faster.
Whether you’re working with a digital marketing agency or going DIY, the trick is to not rely on just one way to reach people. Your customers are in more than one place. Your marketing should be too.
Wed, 14 May 2025