How to choose the right marketing channels for your budget

The temptation is to be present on every platform. The reality is that a modest budget spread across five channels usually underperforms the same budget concentrated on two.

Start with where demand already exists

If people already search for what you sell, search — paid and organic — captures existing intent. If they don't yet know they need you, social and video create demand.

Match channels to your sales cycle

Short, impulse-friendly purchases suit social ads. Longer, considered purchases need content, retargeting and nurture to stay present over weeks or months.

Give each channel a single job

Define what success looks like for each channel — awareness, enquiries, or sales — and judge it on that metric alone.