Google, Meta, TikTok, LinkedIn — the temptation for an SME is to be everywhere. With a limited budget, it is almost always a mistake.
The guiding principle: one primary channel, one support channel, the rest on hold. The primary channel receives 70% of the budget and is where your audience is already present and active (for B2B often LinkedIn or Google; for B2C often Meta or TikTok). The support channel receives 30% and is meant for testing, not scaling.
How to choose the primary channel in 3 questions: Where does your ideal client actively look for solutions (not where they simply 'spend time' in general)? Which channel has already generated, even organically, the highest engagement for content similar to yours? Which reference competitor is investing most, and with what consistency — that is a signal of what works in your sector.
The most common sequencing mistake: starting on channels before having a website that converts. No multi-channel strategy compensates for a broken downstream conversion funnel — it is money spent to bring traffic to a closed door.
FAQ. Do you need a social media manager for each channel? No — better one person who properly runs 1-2 channels than 5 poorly managed. When does adding a third channel make sense? Only when the primary channel has a stable and predictable cost per lead for at least 2-3 months.
Want to figure out which primary channel is right for your company? Let's book a free call.
