Relying on one marketing channel limits growth because buyers move across several before they convert. A typical journey runs from Instagram to Google search, then a website visit, then email. A workable marketing mix combines paid advertising, organic social, SEO, content and email, tracked together in Google Analytics 4 so each channel’s contribution is visible.
“I’m posting on Instagram, but I don’t know if it’s actually working.”
“I’m putting all my energy into my weekly email because that’s where my audience is, but I don’t know if it’s working.”
“I’ve been writing blog posts consistently, but I’m not sure if they’re driving traffic or leads.”
“I’m active on LinkedIn, but is it actually helping my business grow?”
“What channels should I be focusing on for my business?”
If any of these thoughts sound familiar, you’re not alone.
One of the biggest mistakes I see small business owners make is relying too heavily on a single marketing channel, hoping it will generate all the leads and sales they need.
But the reality? One channel alone can’t carry your entire marketing strategy.
The Problem With a “Single-Channel” Approach
Let’s say Instagram is your primary marketing focus.
You post consistently, engage with followers, and maybe even run ads. But if you’re not tracking what happens beyond Instagram, which means you’re missing the bigger picture of how your audience, and prospective customers are interacting with your brand. You’re missing out on how your leads and customers actually find you, what brings them back, and what nurtures them to finally convert.
Did you know:
- 80% of people research a brand beyond social media before making a purchase. (Think with Google, 2024)
- Businesses that use email alongside social media see a 22% higher engagement rate. (Campaign Monitor, 2024)
- 53% of website traffic comes from organic search. (BrightEdge, 2024)
What does this mean?
- Your audience isn’t just engaging with you on Instagram, they’re Googling you, checking out your website, reading your emails, and comparing options before they buy.
- On average, it takes 30 touchpoints for someone to make a purchase. (Marketing Week, 2023)
- The customer experience (CX) is now the #1 differentiator for 66% of businesses, yet only 49% of consumers feel businesses provide a good experience today (PwC, 2024).
And if Instagram or Ads are your only focus, you’re making it harder on yourself to create a seamless customer experience that builds trust across multiple touchpoints. Because your audience isn’t just seeing one Instagram post and instantly buying. They’re researching, considering, and engaging with multiple marketing channels before they make a decision to buy from you.
Your Marketing Mix Matters. Here’s Why.
Think of your marketing like a relay race. No single runner (or marketing channel) wins the race alone, it takes a team. Most buyers don’t convert after just one touchpoint. In fact, we’ve already established it takes, on average, 30-touchpoints for someone to become a customer. Your customers move through a series of interactions before making a decision that you are the right brand or solution for their needs, and your approach to marketing needs to ensure you appear on the right channels, at the right time, in the right place, saying the right things, all so you can nurture your prospective customer to purchase from you.
Here’s an example of a real buyers journey I’ve seen:
1️⃣ Your customer discovers you on Instagram. (brand awareness)
2️⃣ They Google your business to learn more. (SEO matters!)
3️⃣ They read a blog post or check out your services. (website experience)
4️⃣ They continue to engage with you on Instagram, then visit your website again. (consideration phase)
5️⃣ They sign up for your email list. (nurturing trust)
6️⃣ They finally convert after receiving an email that resonates with them.
If Instagram, or your website were your only focus, this sale likely wouldn’t have happened.
Your marketing mix should be designed to support the entire customer journey, not just the first interaction. This means you first need to understand your marketing mix and how prospective customers find you. It’s also important to know how they engage with your brand at different stages of their buyer’s journey, when they’re most likely to convert, and which channels drive the highest likelihood of a lead submission or purchases.
You can’t do everything at once. Start by focusing on one or two core channels, but once you’re consistent and seeing traction, add and test the next relevant channel to support your growth. And remember always test!
So… What Could Your Marketing Mix Look Like?
A strong marketing mix includes a balance of channels that work together to support each stage of your buyer’s journey, from driving awareness, engagement, leads, and sales.
Here’s what that mix might include:
- Paid Advertising (Meta Ads, Google Ads, etc.) – Increases reach and awareness, while also enabling you to retarget your audience.
- Organic Social Media (Instagram, LinkedIn, Facebook, etc.) – Builds brand awareness & engagement.
- Search Engine Optimisation (SEO) – Ensures your business shows up when people search for solutions like yours.
- Content Marketing (Blogs, Guides, Videos, etc.) – Educates and nurtures prospective customers, and customers at different stages.
- Email Marketing – Converts warm leads who already know you into customers.
The key? Tracking how these channels work together and understanding the role of each one for your business is so important. I can’t stress this enough.
Because if you don’t know what’s driving your highest-quality leads and sales (as well as your top-of-funnel stages), you’re likely spending time, effort, and money in the wrong places.
If you’re thinking, yeah this is great, but I don’t have time to be on every channel, here’s HOW to choose the right marketing mix:
- If Instagram is your main channel, where are people going next?
- What platform already gets some traction for you? (Website traffic, email opens, etc.)
- Start by adding ONE more channel that complements what’s already working, THEN track how they work together.
How to Get Started & Track What’s Actually Working in Your Marketing
If your marketing mix isn’t clear, or you have no idea which channels are actually driving sales, it’s time to start tracking your marketing performance properly through marketing analytics.
Here are the key tools to get started right now:
- Use Google Analytics 4 (GA4) – Find out where your highest-converting leads and sales are coming from.
- Track conversions, not just engagement – Don’t just focus on likes; focus on actions that lead to sales.
- Monitor website traffic sources – Identify how people are finding you beyond social media.
- Analyse email performance – See how email nurtures leads and contributes to conversions. Look In GA4 to see how Email marketing contributes to your marketing mix.
- Measure ROI across all channels – Stop guessing and start investing in what works.
Have your own Penny Drop Moment. Stop Guessing, Start Knowing.
The best marketing strategies don’t rely on just one channel, they leverage multiple touchpoints to guide leads toward conversion.
If you’re still asking yourself:
- Is Instagram actually working for me?
- Am I spending too much time on the wrong platforms?
- Where should I be focusing to get more leads & sales?
It’s time to stop the guesswork and start tracking what actually works.
Click here to dial into a FaceTime with Penny, and get started with tracking what’s working in your marketing.
Once you KNOW what’s working, your marketing becomes more focused, more efficient, and way more profitable.
Let’s make that happen.
