UBCNews - Business - Why Do Small Businesses Need Multiple Content Channels? The Data Is Compelling

Episode Date: November 26, 2025

Hey everyone, welcome back! Today we're tackling something that keeps coming up for small business owners - should you really be posting on multiple platforms, or is that just extra work? Let's cut through the noise and talk about multichannel marketing. Redwood Basin Digital Media LLC City: San Jose Address: 6933 Rodling Dr Website: https://redwoodbasin.clientcabin.com

Hey everyone, welcome back. Today, we're tackling something that keeps coming up for small business owners. Should you really be posting on multiple platforms, or is that just extra work? Let's cut through the noise and talk about multi-channel marketing. Thanks for having me. You know, this is such a practical question, and honestly, the data tells a pretty compelling story. Multi-channel customers, people who engage with a brand on more than one platform, They spend as much as four times more than single-channel customers.

Wow, four times. That's a huge difference. So this goes beyond just being visible everywhere. It actually translates to real revenue. Exactly. And here's the thing. When you expand to more channels, you're finding customers with untapped purchasing potential. These are people who might never discover you if you're only active in one place. More channels mean more touch points, and that opens up entirely. new ways to communicate. Right, because people have their favorite platforms. Someone might spend all their

time on Instagram while someone else prefers email or podcasts. Have you ever thought about which channels your ideal customers actually use? That's the key question. Marketers need to meet consumers on their preferred channels, not just where it's convenient to post. I mean, if your audience is scrolling TikTok during lunch breaks but you're only sending out monthly newsletters, you're missing huge opportunities. Mm-hmm. Exactly right. So we're talking about reach and engagement,

but does combining channels actually make the marketing itself more effective? Absolutely. Research shows that campaigns with touchpoints across both television and Facebook experienced a 12-point lift in brand recall compared to campaigns that took place on a single channel. Um, there's also evidence that when radio and television are combined, brand recall for television advertisements improves by 35%. The channels reinforce each other.

So this creates an echo effect where people see or hear your message in different contexts, and it sticks better in their memory. Kind of like hearing the same song on three different stations. Suddenly you can't get it out of your head. Ha, exactly. And consistent messaging across those channels is really important for that brand recall. You're not copying and pasting the same post everywhere. You're adapting your message to fit each platform

while keeping your brand voice recognizable. That point about brand recall brings us to measurement and tracking. But first, a quick word from our sponsor. If you're a small business owner, feeling overwhelmed by multi-channel marketing, Redwood Basin Digital Media LLC offers done-for-you content marketing services.

Their create, repurpose, distribute system handcrafts custom campaigns across articles, blogs, videos, podcasts, slideshows, and infographics, then publishes them on over 300 high-authority news platforms and social media sites. Their team connects you with people actively looking for your products and services. Learn more at redwoodbasin.com.com. Coming back to brand recall, how do you actually measure whether your multi-channel efforts are working? Great question. The reality is that marketers are commonly using multiple channels these days. So this is pretty common territory now.

The secret is efficient management and proper marketing attribution. You need systems in place to track which channels are actually driving results. So you're not just posting everywhere blindly. You're measuring what works. Exactly. Marketing analytics helps you understand the customer path. Which touchpoint led to the purchase? Was it the Instagram story?

the email, or maybe the blog posts they found through search. You need that data to optimize your strategy. I remember one client who was convinced their Facebook ads weren't working, but when we tracked the full path, we found those ads were introducing people to the brand, and they'd convert later through email. Interesting. What about smaller businesses that don't have huge marketing teams?

Well, you definitely don't need to be on every platform. focus on where your target audience actually spends time. A few well-managed channels beat a dozen neglected ones. That's a perfect example of working smarter, not harder. To everyone listening, are you spreading yourself too thin, or are you strategically present where your customers are? And here's another advantage people often overlook. Multichannel marketing provides more opportunities for customers to make purchases.

If someone sees your product on social media, then gets a reminder email, then hears about you from a friend who saw your content elsewhere, each of those is another chance for them to convert. Multiple chances to land on your page, multiple paths to purchase. That frequency matters. Definitely. And it builds brand awareness too. Most people need five to seven impressions to remember a brand.

If you're only active in one place, getting those impressions takes much longer, if it happens at all. Think of it this way. More impressions across different platforms equals stronger brand recognition. Right. You're essentially giving people more chances to remember you. Precisely and multi-channel customers spend as much as four times more. So we're talking about expanded reach, increased engagement, and higher customer spending all working together. I see. That's powerful. You're meeting people where they already are, which means less friction in the customer process. It requires smart management and the right tools, but the ROI can be substantial.

Small businesses that use multi-channel strategies often see gains in organic traffic, better customer relationships, and ultimately more sales. Those are real measurable benefits. Thanks so much for breaking this down today. I think we've given everyone some solid reasons to rethink their content strategy. My pleasure. Together we're helping small businesses grow smarter.