Single-channel digital marketing strategy: One channel to rule them all

I remember the first time I heard a digital marketing guru talk about multi-channel strategies (we later evolved to omni-channel). It sounded like the Holy Grail: being everywhere, all the time. Social media, SEO, advertising, email marketing, podcasts… Everything under control! The idea was so tempting… but over time, I also realized it was unrealistic. Today, I believe a single-channel digital marketing strategy is the best option for small and medium-sized businesses.

It’s not that a multi-channel strategy can’t be developed technically; it’s completely viable, but over time, I’ve discovered that even the biggest digital marketing giants don’t do it. Giant companies like Nike or Coca-Cola don’t try to be strong on all channels; they select one or two where they’re unbeatable and leave the others as backups. But here we are, mere mortals, trying to follow advice that even the giants don’t apply.

That’s why today I want to offer some advice based on my experience: Unless you’re a giant international brand, forget about the multi-channel utopia and focus on something much more realistic and effective.

And I repeat, not because it isn’t possible or because there aren’t exceptions that do it well, but the reality is that for most people it’s a utopia.

The multi-channel myth: what they don’t tell you

You may have heard that diversifying your channels is key. And while the theory sounds logical, the practice is a different story. If you’ve ever tried to simultaneously manage social media, SEO, email marketing, and podcasting, for example, you’ll know how exhausting and resource-intensive it can be.

Here are some uncomfortable truths:

1. You don’t have infinite resources: Managing multiple channels requires time, money, and people. For an SME or entrepreneur, that means spreading yourself too thin and not doing anything really well.
2. Algorithms aren’t your friends: Social media is constantly changing its rules. One day your posts reach thousands; the next, not even your family sees them. And don’t even get me started on sudden blockages. The BuzzFeed case, which lost its empire, among other things, because Facebook no longer wanted to send traffic to sites from its social network, is a good example.
3. Specialization Wins: In a world saturated with content, standing out on one channel is much more effective than being mediocre on all of them. Scattershot only dilutes your message.

One channel to rule them all

Imagine for a moment choosing a single channel and being the king or queen of it. It could be Instagram, a blog, a podcast, or any other channel where your audience spends their time. The advantage? All your focus, creativity, and resources will be directed toward making it memorable… and that should be the mission: to make sure no one is as good as your brand there.

Inspiring examples

• Social media as a platform: Gymshark relied on Instagram and TikTok to connect with its fitness community. Today, they are a global benchmark.

Gymshark is a popular sportswear brand, especially among fitness enthusiasts. It stands out for its modern, functional, and bold designs, combined with high-quality materials.

Gymshark has built a large social media community, sharing motivational content, workout tutorials, and showing followers using its products.

 

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• SEO as a foundation: HubSpot built its digital empire on search engine-optimized blogs, attracting millions of users with evergreen content.

Any of these examples demonstrates that when you master ONE channel, you don’t need to be everywhere. Being excellent in one generates more impact than trying to be mediocre in five. This is the foundation of a single-channel digital marketing strategy.

A backup channel: Your safety net

Now, I’m not saying you should ignore everything else. Having a backup channel is like having a parachute: you don’t use it all the time, but it’s there if something goes wrong.

1. Mitigate risks: If your main channel suffers a block or loses relevance, a secondary channel allows you to maintain connection with your audience.
2. Complement your strategy: This could be a mailing list, a blog, or even a YouTube channel that supports and amplifies the impact of your core strategy.

Practical example

Let’s say your main channel is Instagram. Your backup channel could be an email list you’ve consistently built and nurtured with a solid biweekly newsletter. While Instagram generates quick engagement, email allows you to retain your followers long-term with exclusive offers and valuable content.

How to choose your main channel

Choosing the right channel isn’t a whim; it’s a strategic decision based on three key questions:

1. Where’s your audience? If your ideal clients live on LinkedIn, there’s no point in focusing on TikTok.
2. What are your strengths? If you’re good at writing, a blog or newsletter can be your best tool. If you prefer speaking, try videos or podcasts.
3. What is the nature of your product? If you sell food, a blog probably isn’t the best channel, but a visual channel like Instagram or TikTok can work wonders by showcasing your dishes and generating immediate appetite. Metrics will tell you if you’re on the right track.

Measurement matters, but beware of traps

On the other hand, we can’t ignore the fact that measurement is essential to assessing the impact of our strategy. However, it’s important not to fall into the “last-click” metric trap.

If your primary channel is TikTok, for example, a customer has likely watched several of your videos before searching for you on Google to make a purchase. Measuring only the last touchpoint could underestimate the true impact of your single-channel digital marketing strategy.

Simplicity as a strategy

In a reality where everyone is trying to be everywhere, the true competitive advantage lies in focus: one channel, one format, one market.

Choose one channel where you can shine, put all your effort into mastering it, and use another as a backup. Let go of the pressure to be omnipresent and focus on being unforgettable.

At the end of the day, it’s not about doing a lot everywhere; it’s about doing what’s necessary exceptionally. Do you already know which one will be your “channel to rule them all”?