A common beginner error is to allocate the majority of your marketing budget to paid media advertising. Rather than going all-in on top-of-funnel visibility, consider putting a portion of budget toward engaging already-aware consumers in order to maximize revenue.

But paid media is just one piece of the equation. A truly integrated marketing strategy incorporates owned media, paid media and earned media, and your advertising dollar will often stretch further when you’ve integrated all three domains.

Here are three ways to blend owned, earned and paid media strategies into an integrated marketing approach, no matter your revenue or budget.