Before You Go Multi-Channel, Read This

When founders hop on a call with me, they often ask the same question:

“Should we go multi-channel?”

It sounds like the smart move. More channels mean more reach, right? More opportunities, more visibility, more results.

But that logic only works if the foundation is already strong.

And in most cases, it’s not.

So my answer is almost always: not yet.

Because multi-channel isn’t the starting line. It’s what you do when the single channel you’ve already built is working—consistently, predictably, and profitably.

When Founders Jump Too Soon

Most businesses aren’t ready for multi-channel. Not because they’re not ambitious. But because they haven’t built the foundation that makes it work.

Here’s what I mean:

▪ Messaging isn’t proven yet

▪ Audience is still fuzzy

▪ Budgets are stretched thin

▪ They haven’t even validated which platform works best

And without those things, layering on more channels just leads to more confusion, not conversions.

Before you expand, you need proof.

➝ That your offer lands

➝ That your message resonates

➝ That your ideal clients are actually there

Otherwise, you’re just scaling noise.

You Can’t Scale What You Don’t Understand

There’s another piece most people skip over: metrics.

Before you expand, you should be able to map every step of your funnel. You should know exactly how much attention it takes to generate interest, what percentage of that interest turns into booked calls, and how many of those calls actually convert to clients.

If you’re not tracking those numbers, multi-channel is premature.

Because without benchmarks, you can’t improve anything—let alone scale it.

And more platforms won’t fix a weak offer or unclear positioning.

Start Where Your Buyers Are

One of the biggest reasons teams struggle with outreach is that they never validated the primary channel to begin with. They start on LinkedIn because someone told them to. Or they run cold email because it worked for someone else.

But outreach should never be built on assumptions.

Instead, start by figuring out where your buyers spend time.

→ Are they active on LinkedIn?

→ Do they check cold emails?

→ Are they browsing YouTube or forums to solve their problems?

→ Are they part of niche communities?

Once you know that, you can build a strategy rooted in truth, not hope.

And that’s when expansion becomes strategic—not reactive.

Nail One Channel First

If you’re selling B2B, start simple.

Pick one primary channel and get it right.

Validate your audience. Refine your message. Prove your offer converts.

And once the numbers are steady, once you’re seeing booked calls and closed deals from that channel alone—then you can layer on a second.

By that point, you’re not experimenting anymore. You’re multiplying what’s already working.

That’s how real growth happens.

Get the Checklist: Why 70% of Cold Emails to Distributors Go Unread

Too many sales teams in logistics and distribution are stuck sending emails that never get opened—let alone replied to.

To help fix that, I put together a free checklist:

Why 70% of Cold Emails to Distributors Go Unread—And How to Fix It

Inside, you’ll get:

• The exact audit process we use before launching logistics campaigns

• Five quiet killers of reply rates in this niche

• Simple, actionable ways to strengthen your emails without starting over

To get it:

Connect with me and comment on this post. I’ll send it your way.

If your audience includes operators, supply chain leads, or distribution buyers, this will help you tighten up your approach and stop wasting sends.

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Evangeline Gersich
Follow me on LinkedIn or Book a 1:1 Call