In the world of social media marketing, I often hear clients express frustration or confusion when they ask their customers, “How did you hear about us?” and receive the simple answer, “Word of mouth.” While that response may be valid, it neglects the many channels and touchpoints that might have led to the interaction.
The truth is, if you're doing marketing well, there often isn’t just one thing bringing customers to you. Successful marketing is rarely linear. It’s a multi-layered process involving various elements—billboards, social media, search engines, personal recommendations, and more. The moment someone is asked how they discovered your brand, they might recall one standout connection, but that doesn’t mean it was the only factor that brought them to your doorstep. In fact, it could have been the culmination of efforts across platforms and channels, creating an ecosystem that nurtures awareness, trust, and action.
This concept is something I see firsthand in my own business. Looking at my client list, it’s clear that no single marketing channel tells the full story. Each customer arrived through a different touchpoint, underscoring the importance of a diverse marketing mix.
Here are a few examples:
- Word of Mouth: One customer came through a recommendation, a classic and highly trusted avenue.
- Content Marketing: Another discovered my business via an article I published on Medium.
- Team Member Referral: A former team member referred someone to us, highlighting the value of internal connections.
- Search Engine Optimization: One client found me through a Google search, a reminder of the importance of maintaining a strong online presence.
- Podcast Features: I gained another client after they featured me as a guest on their podcast.
- Public Relations: A different customer connected with us after reading an article that featured us as a result of our public relations efforts.
- Social Media: LinkedIn played a pivotal role for yet another client, showing the value of an active presence on professional networks.
What these examples reveal is that success doesn’t come from relying on just one marketing channel—it comes from casting a wide net and engaging audiences across multiple platforms using varied tactics. Whether it’s through content creation, public relations, social media, or search optimization, each channel contributes a slice to the overall marketing pie.
Why Relationships Matter in the Marketing Mix
One of the most common concerns I hear from clients—especially regarding social media marketing—is, “I’m not getting any business from this.” I always push back because marketing isn’t always about immediate, tangible results. Let’s say we’re managing a client’s LinkedIn account. Although they may not see direct sales from their LinkedIn posts, they’re building relationships. Those relationships help keep their brand top of mind, influencing and reinforcing the face-to-face interactions they’re having elsewhere.
Marketing is a cumulative effort. The people you interact with on LinkedIn, the connections you nurture, and the trust you build online all play a role in your broader marketing ecosystem. It’s not always obvious which piece of the puzzle leads to a sale, but that doesn’t diminish the importance of each individual touchpoint. Everything works together to create momentum.
The Hidden Impact: A Case Study
A study I conducted with an RV company serves as a great example of how marketing channels cross-pollinate. On the surface, the data showed that customers’ purchases were driven by Google searches—men were searching online, visiting the company’s website, and buying.
However, when we conducted a year-long survey, we uncovered a hidden layer to the story: the women in these buyers’ lives—girlfriends or wives—were the ones conducting research on social media. They were exploring the company’s presence on Instagram, Pinterest, and Facebook, vetting the brand, and recommending it to their partners.
While the sales were credited to Google, the influence of social media in the buying process was undeniable. This is a perfect example of why it’s so important to have a robust marketing mix.
Filling the Marketing Pie
If you limit yourself to one or two marketing channels, you risk missing out on opportunities to connect with different audiences in the ways that matter to them. Social media, search engines, content marketing, PR, and word of mouth all play vital roles. You may not always be able to trace a direct line from a marketing effort to a sale, but rest assured, every piece of the marketing pie contributes to the whole.
By diversifying your marketing efforts and embracing the full spectrum of the marketing mix, you can reach your audience where they are and build a foundation that supports long-term growth.
