At some point in time, it might have been sufficient to have a single marketing strategy for moving your business forward. Of course, this idyllic time was during the 60s, when Don Draper and the Mad Men were marketing your product – but those days are long gone. Having a diverse marketing plan in place is crucial to the success of your business, especially in the digital age.
Diverse Marketing Means Availability
As a start, just look at all the ways customers are connecting to businesses – PCs, laptops, tablets, smartphones, social media, email – the list goes on and on.
And as this list continues to grow, only the smart businesses, that make themselves available through multiple channels, will grow and prosper. Opening up different roads for traffic to flow through to your site will allow the most conversions to take place, no matter what you’re selling – plain and simple.
That’s why it’s so vital that a diverse marketing plan is in place for your business. If you don’t have one already, it’s high time you start taking the right steps to implement one. Waiting any longer to diversify your marketing plan will be fatal to your business as competitors continue to make headway over multiple avenues, while you fruitlessly stand in the middle of a one-lane highway, waving your hands at the traffic passes you by.
The One Day Guide to a Diverse Marketing Plan
Now, while a truly diverse marketing plan will take a while to set up – and is an ongoing process, not a passive income stream – there are a few things that you can do to start diversifying your marketing strategy today.
- Branch into alternative social media. Chances are, you’re already on Facebook and Twitter, at least. If you’re not, start there now. For the rest of you, it’s time to expand your social media marketing and not have all of your eggs in one basket. Look at sites such as Pinterest and Instagram for those who have a visual appeal to their product or services. LinkedIn for business professionals, as well as YouTube, Vimeo and DailyMotion for those that create great content in video format. Content marketing is huge right now and will continue to grow and these newer sites are firing on all cylinders when it comes to the major tenets of content marketing.
- Get blogging correctly. Most websites already have blogs, but the way they go about it is all wrong. With the changes to Google’s linkbuilding rules, it’s more important than ever to create content that is both engaging and helpful. Content that brings value, content that people want to share through social media, content that generates its own backlinks, are key. Diversify your marketing by creating better, more engaging content and you’ll see your ROIs take a sharp turn upwards.
- Hit the niche. Far too many marketing strategies are too broad, too over-reaching. People want more targeted content nowadays, especially with mobile searches become more popular. Additionally, you have to focus on the local market, using geo-centric optimization (if appropriate, if not, vertical centric) to help surface your content to those newer searches. Hunker down around specific areas of your business and reach out through targeted marketing. Zero in on precise slivers of your demographic, especially the ones that are high-conversions waiting to happen.
- Think Offline. For most businesses, there is a whole world beyond the internet. A world of marketing and advertising that is on the decline. As your competitors flock to online advertising (for good reason too), be sure to keep your eye on effective offline marketing strategies. My experience tells me that direct mail, if done right, with professionally written ‘copy’ can bring in a huge return.
Of course, this is only a quick fix for diversity, but it is something you can get started on right now. The long-game is much more complicated and takes a lot of patience and a ton of guidance. Still, in the end, it’s all worth it when those profits start coming in.
How diverse is your marketing strategy? Let us know about the avenues you’ve opened up in the past year below!