If the thought of juggling multiple marketing channels as a small-business owner sounds overwhelming – you’re not alone!
But trust me, it’s not about being everywhere just for the sake of it. It’s about being smart with your strategy, showing up where it matters and making your marketing work for you.
I run 17 marketing channels (yes, 17!) and they’ve been key in building my seven-figure business, The Search Republic.
So let me break down how I do it, and how you can too.
1. More channels doesn’t mean more work (If you do it right)
Many business owners avoid expanding their marketing beyond social media because they assume it means more time, more effort and more stress.
The truth?
If you set up your channels strategically, they work together to amplify your impact.
- Owned channels: My two websites my agency The Search Republic and my personal brand website Sonja The Search Queen. SEO, email marketing and lead magnets are my digital assets that keep working for me long after I hit “publish”.
- Social media: Instagram Posts (Carousels + Reels), LinkedIn posts and YouTube content all serve different purposes, but feed into the same ecosystem.
- Offline & high-touch Channels: Speaking engagements, PR and my book The Search for Resilience all help me build credibility and deepen my authority.
It’s not about doing everything, it’s about doing the right things in the right places.
2. Your personal brand is your biggest asset
One of the reasons I’ve been able to grow my business so quickly is because I’ve built a strong personal brand Sonja The Search Queen.
With more people marketing their businesses online than ever before and the introduction of AI – we’re in a personal brand economy.
People want to work and connect with people, not faceless businesses.
I show up daily on Instagram Stories, share thought leadership content and regularly pitch to be a podcast guest.
The key?
Consistency and authenticity. I’m not just selling services – I’m building relationships and trust.
3. Content creation doesn’t have to be a full-time job
People always ask how I keep up with 17 channels without burning out. The secret? Repurposing and systems.
- A LinkedIn post becomes an Instagram carousel (and vice versa)
- A speaking gig is turned into multiple Instagram Reels
- A live webinar turns into YouTube content
I also use Asana for content planning. If you batch create and automate where possible, you’re not constantly chasing content deadlines.
4. Community and relationships drive business growth
Social media isn’t just about posting – it’s called “social” media for a reason.
I spend time engaging, responding to comments and in the DMs on Instagram to nurture relationships, support my audience and generate leads.
Beyond that, strategic collaborations with brands expand my reach without me having to spend thousands on ads.
It’s not just about what you know – it’s about who knows you.
5. Consistency over perfection
I don’t post on 17 channels, every day. But I do show up when it counts and I do it consistently. My best performing platform is Instagram, so I double down there.
My advice?
Pick two to three core channels, master them and then expand. Don’t try to be everywhere at once, especially when you don’t have systems in place to support you. Make sure you’re showing up where your audience actually is.
Final thoughts
Marketing isn’t about throwing content into the void and then hoping for the best. It’s all about strategy, consistency and connection.
You don’t need 17 channels to succeed. But you do need to diversify and be intentional with where and how you show up. The goal isn’t to do more – it’s to do better.
Your future customers are waiting, so start showing up in a way that works for you.
