Why you need a smart mix of owned, earned, paid and borrowed channels

Stop relying (purely) on social media: the smarter way to market in 2025

Most small business owners default to social media as their main marketing tool. But relying on just one channel is like trying to win a relay race with a one-person team.

In this episode, we’re breaking down paid, earned, owned, and borrowed marketing channels—why they work better together and how to balance them without burning out or blowing your budget.

If you want broader reach, more leads, and faster conversions, this episode is for you.

Enjoy this episode, leave a review, and share it with your business besties 🎧

 

What you’ll learn in this episode:

✨ Why email marketing outperforms social media (and why it should be your priority).

✨ The power of owned channels (your website, email list, and community) in driving conversions.

✨ How to leverage earned media (PR, guest features, testimonials) without spending money.

✨ The right time to invest in paid advertising (and how to avoid wasting your budget).

✨ Why social media is borrowed land—and how to use it strategically.

✨ How different marketing channels work together at each stage of the customer journey.

 

Segments in this episode:

Source of truth: Third-party cookies are disappearing, and we’re moving toward a more private digital world. That means businesses need to rely less on borrowed data from platforms like Meta and Google—and invest more in owned channels like email marketing. This shift isn’t just inevitable; it’s an opportunity to build real relationships with your audience.

Making waves: Poppy, a low-sugar soda brand, made headlines recently for an influencer stunt gone wrong. They sent $25,000 vending machines to influencers for the Super Bowl, only to be called out for gifting luxury items to people who didn’t need them. Was it a clever strategy or completely tone-deaf? And how could they have done it better? Let’s break it down.

  

Ps. Ripple Festival is coming!

🎉 Ripple Festival is a two-day celebration of small business, creativity, and purpose. Nov 12 & 13, Grazeland, Melbourne.

Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms.

Tickets are on sale now—visit RippleFestival.au for details

We are beyond excited.

Ask me anything

We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast

Subscribe to the Substack

Exclusive insights & behind-the-scenes extras: gotmarketing.substack.com

&nb