If one marketing channel appears to be working really well for your small business, it can be tempting to think that’s all you’ll ever need to do. 

But if the marketing channel is one you have zero control over, what will you do if circumstances suddenly change? 

Take the story of a friend of mine, who started using Google Ads. Initially, her keywords didn’t cost much, and everything went well. But, over time, her keywords got more expensive and her profit margins got less. And then Google suddenly decided her industry was no longer allowed to advertise on Google Ads. 

The moral? Don’t put all your eggs in one marketing basket.