How To Diversify Your Marketing & Boost Your Business Growth

How To Diversify Your Marketing And Boost Your Business Growth

Have you ever heard the phrase "you shouldn’t put all your eggs in one basket”? While this common catchphrase can apply to many scenarios, it’s never been more applicable than in your marketing strategy and ultimately for your business growth.

As a business owner, you know how important it is to have a solid marketing strategy in place. But relying solely on one marketing channel (such as social media, or paid advertising) is like putting all of your eggs in one basket.

Sure, it might seem like the easier and best way to build your online business, but when it comes to marketing, diversification is important.

Now before you get that nervous feeling like you need to be posting on ALL the social media platforms, creating a podcast, and starting a YouTube channel all at once, that is not what I am saying (and actually doing too much at once could actually harm your business!).

There are simple ways to diversify your marketing channels and reach your ideal clients without being strapped to your laptop 24/7. Read on to learn more.

How Do You Diversify Your Marketing Efforts?

The first step in any good marketing plan is to identify your target market.

You have to be very clear on who you are marketing to because when you market to everyone you are actually marketing to no one.

Identifying your target market will also be a good starting point for determining the best ways to reach your audience.

Where does your target market hang out online? How do they gather information? Are they spending time on Pinterest, Tik Tok, Linked In etc.? Do they prefer to network in person or online?

These are just a few examples of questions that will lay the groundwork for determining which methods of marketing will work best for your business.

It’s important to keep in mind that in order to diversify your marketing you will want to span your marketing efforts across multiple channels and platforms and never rely on only one source of traffic for your business.

Remember, those eggs need to be in multiple baskets, preferably cute boho-style ones!

But it does not mean you need to test every marketing channel at once.

In fact, it’s better to choose one or two to thoroughly test before moving on to something else.

You want to give your marketing strategies a minimum of 90 days to determine if they are working, anything less and you may not have enough data to accurately assess.

So where exactly should you focus your efforts? Well, that will largely be determined by your audience.

Again, you need to figure out who your target audience is and then meet them where they are at.

There are a variety of channels that you can use to reach your target audience and increase customer acquisition through diversified marketing.

Here are some options to consider:

Email Marketing

Email marketing is a direct way to reach your target audience with personalized messages.

You can use email marketing to build relationships, promote products or services, and drive conversions.

Content Marketing

Content marketing involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.

You can use content marketing to educate and engage your target audience, build your brand, and drive conversions.

Content marketing can include everything from blog posts and YouTube videos to podcasts and social media posts.

Search Engine Optimization (SEO)

SEO is the process of optimizing your website to rank higher in search engine results pages (SERPs), which can help to drive organic traffic to your site.

You can use SEO to improve your visibility, increase website traffic, and drive conversions.

Social Media Marketing

Social media marketing involves leveraging social media platforms, such as Facebook, Instagram, and Twitter, to promote your business and reach your target audience.

You can use social media marketing to build relationships, engage with your target audience, and drive sales.

Influencer Marketing

Influencer marketing involves partnering with individuals who have a large and engaged following on social media to promote your products or services.

Paid Advertising

Paid advertising, such as pay-per-click (PPC) and display advertising, can help you reach your target audience quickly and effectively.

Referral Marketing

Referral marketing involves encouraging your current customers to refer new business to you, typically through incentives or rewards.

Event Marketing

Event marketing involves leveraging events, such as trade shows or product launches, to promote your business and engage with your target audience.

Event marketing can also include online events such as boot camps, challenges, workshops, and summits.

While each of these marketing channels can stand on its own and help you grow your business, using a variety of them in conjunction together is the best solution when growing your online business.

Why Diversifying Your Marketing Is Important

There are many variables that can impact the success of your marketing efforts.

Changes to algorithms, increased competition, and shifting client/consumer behaviors can all impact the effectiveness of your marketing strategies.

Diversifying your marketing is crucial for a few key reasons.

Most importantly, it will help you reach a wider audience. Different people may be active on different platforms and respond better to different types of content.

By diversifying your marketing channels, you can help ensure your ability to connect with your perfect future clients.

Spreading your marketing efforts across multiple channels can also protect your business from changes in the market, or in a platform's algorithm, that might negatively affect your marketing efforts.

Social media platforms are rented space and we do not have any control over those platforms or our audiences built there.

Hopefully, I don't need to remind you of the great Facebook & Instagram shutdown of 2021 when marketers everywhere lost the ability to reach their audiences for over 6 hours?

Business owners who only use those platforms to grow their businesses lost thousands of dollars in sales that day because they did not have any other way to reach their audience.

Lastly, diversifying your marketing can lead to a higher return on investment (ROI) because you'll reach new customers, increase brand awareness, and ultimately drive more sales and revenue.

How To Implement A Diversified Marketing Strategy

Hopefully, I have convinced you of the importance of having a diversified marketing strategy, however, at this point, you may be saying to yourself “I am only one person, how am I going to manage all this?”

The simple answer is you won't! While I do recommend diversifying your marketing strategy for small businesses, I don’t recommend that you are trying to be everywhere at once.

In fact, trying to implement too much at one time will actually slow your growth and may inhibit you from being able to accurately gather data to see which marketing strategies are working best for your business.

Again, you will want to test your strategies for at least 90 days minimum before moving to another strategy...longer is even better.

What I recommend to my clients is to choose one SEO strategy where they can create long-form content that can be reused across multiple channels.

An SEO strategy would include blogging, podcasting, or using YouTube.

Improving search engine visibility through diversified SEO will give your content more “bang for its buck” because your content will have a longer shelf life, help improve your website's search engine ranking, and make it easier for potential customers to find you when searching for products or services related to your business.

You can also take this content and repurpose it into shorter forms of content for your social media posts, and email.

You can turn one long piece of content into feed posts, Reels, quotes, stories, carrousels, etc.

The sky is really the limit on the amount of content you can create from one long-form piece of content. (Check out my content repurposing system to learn how to repurpose your content)

I also recommend to clients that they begin building an email list right away.

Email is an amazing way to build trust with your audience and continue to nurture your relationship with your audience off of social media.

Email also tends to convert really high, meaning you may get more sales from email than on social media or from a blog, YouTube, or podcast.

So as you can see, having a diversified marketing strategy is essential for reaching your target audience and growing your business.

It doesn’t have to be complicated and will help increase traffic to your business, enhance your brand authority, and build trust with your audience.

If you need help with creating a diversified marketing plan for your business check out my program The Client Accelerator.

This program is for service providers, coaches, and consultants who want to learn how to market their businesses in a holistic way that encompasses a variety of marketing channels.

It truly gives your business a diversified strategy for reaching your target audience and filling your pipeline with consistent leads for your business.

If you need help with creating a diversified marketing plan for your business check out my program The Client Accelerator.

This program is for service providers, coaches and consultants who want to learn how to market their business in a holistic way that encompasses a variety of marketing channels.

It truly gives your business a diversified strategy for reaching your target audience and filling your pipeline with consistent leads for your business.

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