Beyond Search and Social: A Guide to Confidently Expanding Your Channel Mix

Paid search and paid social alone won’t fuel long-term growth. To scale efficiently and reduce risk, learn how to expand your marketing mix with confidence in this guide brought to you by the teams that have helped scale 1,000+ of the fastest growing brands.

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[.c-title-s-rich]What will I learn?[.c-title-s-rich]

Many brands hit a ceiling when relying too heavily on search and paid social. Rising costs, algorithm changes, and saturation make it harder to sustain growth. The key? A strategic, test-driven approach to expanding into new channels.

In this guide, you'll learn how to:

Identify the next best channel for your brand based on audience fit, budget, and goals
Avoid common pitfalls that make new channel tests fail
Design a data-backed testing framework to measure impact and optimize efficiently
Prove incremental value to executives and secure buy-in for expansion
Scale high-performing channels without wasting budget

Ready to learn how to diversify your channel mix? Fill out the form and we’ll send the guide your way via email.

Meet our authors

Meet our author

Krystina Rubino

GM, Offline Marketing Practice,

Right Side Up

Krystina Rubino started the offline marketing practice at Right Side Up when she realized too many brands leave offline channels on the table, favoring digital channels past diminishing returns. She’s a media and marketing leader with deep experience in building brands and meeting growth goals. She’s spent her career helping brands like Advil, DoorDash, P&G, Lyft, and StitchFix, develop profitable digital and offline media campaigns. She spends the rest of her time cooking, baking and gaming, and regardless of time of day, is probably trying to figure out what’s for dinner.

Lindsay Piper Shaw

Senior Marketing Consultant,

Right Side Up

Lindsay Piper Shaw is a senior marketing consultant at Right Side Up, where she partners with innovative brands on in-house marketing initiatives, including podcast and other offline channels. Prior to joining Right Side Up, Lindsay scaled podcast campaigns for brands like quip, Lyft, and Texture, and she has also worked with McDonald’s, Honda, ampm, and Tempur-Sealy, among others. She is passionate about the podcast space as a growth driver, and especially loves educating newcomers in the channel. In her free time she listens to podcasts and makes a podcast called Murder We Wrote (she really can’t get enough podcasts).

Michael Kaminsky

Co-Founder,

Recast

Michael Kaminsky is a trained econometrician with a background in healthcare and environmental economics. He previously built the marketing science team at men’s grooming brand Harry’s before co-founding Recast.

Who is Right Side Up?

Right Side Up has helped 1,000+ companies hit their growth goals. By designing the right strategies and deploying the right talent—from fractional leaders, to freelancers, to FTEs, to custom-built agency teams—we empower companies of all stages and sizes to keep growing.

Who is Recast?

Recast is the world’s most rigorous incrementality platform. It’s built by scientists, for marketers. They’re committed to using the world’s most advanced techniques and technologies to solve the most important problems in marketing measurement.

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