Choosing your channels
The most effective marketing strategies aren’t built by copying what other companies are doing. They’re built by understanding what you’re trying to communicate, who you’re talking to, and how much capacity you actually have.
Choose your player
Choosing the right marketing mix starts with the message itself. Ask a simple question with 3 basic answers: Do you need visibility, explanation, or conversion? Awareness-driven messages perform best on social channels, where reach and repetition matter. These are also the best when it comes to potentially embracing trends or trying and sending “splashier” messaging.
Conversely, communications that require clarity, nuance, or trust, like product updates or customer education, belong in email or long-form content.
Identify your audience
Where are you finding your core customers? Where do they already engage with you? If your audience consistently opens emails but barely interacts on social, email should carry more weight in your mix. If blog traffic drives meaningful conversations or sales, that’s a signal to invest there, even if blogs aren’t “trendy” right now. Things have a tendency to cycle back around, and it’s key here to go for quality over generic popularity.
Capacity is just as important as identifying your audience. A channel only works if you can maintain it with content that is actually impactful. Publishing one strong blog per month is more effective than forcing weekly posts that add little value; consistency beats volume every time.
Clarify roles
It’s also important to understand each channel’s role. Social media is best for discovery and brand presence, not deep education. Blogs are for authority and long-term value, not quick announcements. Paid media should amplify proven messages, not fill in knowledge gaps or try and make-up for inexperience.
Finally, remember that the best marketing mixes evolve. Track what drives engagement, leads, or conversations, not vanity metrics alone. Double down on what performs, scale back what drains resources, and adjust as your goals change.
There’s no single “right” channel strategy. The right mix is the one that aligns your message, audience, and capacity and helps your team execute with confidence instead of chaos. It also allows for nimble action to adjust as needed, and helps reinforce your overall message and mission.
It can be tricky to identify all this on your own, so if you need some help finding the best combo for your business, we at The Relish Jar happen to be great marketing mixologists, and would love to help.
