Why your marketing channels should tell one story.

Begin with one clear promise

Different channels can use different formats, but the core value of your business should feel consistent. Define who you help, what you help them do and why your approach is relevant.

Match the message to the destination

An advertisement about a specific service should lead to a page that explains that service. Sending every visitor to a generic home page can make people work harder to find what they need.

Give every channel a role

Social content can introduce your perspective, search can capture relevant intent and your website can explain the offer in depth. Choose channels based on your audience rather than feeling obliged to use all of them.

Measure the whole journey where possible

Clicks, reach and impressions provide context, but they do not tell the whole story. Combine channel signals with enquiry quality and feedback from the people who speak to potential customers.

General guidance; the appropriate approach depends on your business, audience and website.