When it comes to growing a business today, relying on just one marketing channel is risky. As powerful as a platform like Google Ads or Facebook Ads might be, putting all your eggs in one basket is never a good long-term strategy. A healthy, sustainable business should aim for a multichannel approach, combining SEO, paid media, and other traffic sources to protect and grow revenue.
In this blog, we will break down why multichannel marketing matters, how to think about balancing your efforts, and what realistic steps companies can take, no matter their size or budget.
Why You Should Never Rely on a Single Platform
When you focus too much on one platform, you expose your business to risks you cannot control:
- Algorithm changes can suddenly drop your traffic or ad performance.
- Policy changes (especially in paid media) can limit your targeting or even suspend your account.
- Rising costs on a platform can make your campaigns less profitable overnight.
If 70% or more of your income depends on a single channel, your business is vulnerable. A healthy business should aim to have no more than 30% of income coming from any one platform.
The Importance of SEO
SEO is often underestimated because it takes time. But long-term, it is one of the most valuable assets your company can build:
- Organic traffic reduces reliance on paid ads.
- Brand authority increases through strong rankings.
- Customer trust grows when users find you naturally in search results.
By investing consistently in SEO (content, backlinks, technical improvements), you create a “safety net” of inbound traffic that can support your paid strategies.
The Role of Paid Media: Google Ads and Paid Social
Paid media, on platforms like Google, Facebook, Instagram, TikTok, and LinkedIn, is essential for fast growth:
- Immediate visibility while SEO is still building.
- Precise targeting to find your best customers quickly.
- Scalable budgets depending on results.
However, even here, diversification is key. Relying 100% on Facebook or 100% on Google leaves you exposed. Mixing search ads (Google/Bing) with paid social (Meta, TikTok, LinkedIn) creates a more resilient system.
Building a Balanced Multichannel Strategy
Here’s a simple way to think about it:
- SEO: Long-term foundation.
- Google Ads: Capture high-intent traffic actively searching for your products.
- Paid Social: Generate demand by reaching customers who are not searching yet.
- Email Marketing: Nurture and convert leads over time.
- Content Marketing: Support SEO and organic brand awareness.
Each channel plays a role. Together, they create a system where if one channel faces challenges, others can keep your revenue flowing.
It’s Not Always Easy – But It Should Be the Goal
If you’re a new business with limited budget, yes – it may not be realistic to spread out immediately. Many businesses start with one main channel because they must.
But over time, as you generate more revenue, the goal must be diversification. Even small reinvestments into secondary channels (SEO, a second paid platform, organic social media) can set you up for more stable growth in the future.
Final Thoughts
Building a multichannel marketing approach is not optional if you want to build a durable business. Start where you can, but always keep your long-term vision clear:
- No more than 30% reliance on a single platform.
- Invest early and consistently into SEO.
- Mix Google Ads and Paid Social.
- Develop email lists and organic content alongside ads.
By spreading your risk and building traffic from multiple sources, you can weather platform changes, cost increases, and competition – and grow a stronger, healthier business.
