Digital Marketing

The Importance of Diversifying Your Marketing Strategy

March 16, 2022

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The saying “Do not put all your eggs in one basket” has been valuable advice for our investments, resources, opportunities, hopes, and ideas. The same goes for your marketing strategy – do not put all your ads in one channel.

Diversifying your marketing strategy is essential in building a concrete marketing foundation for your business. It enables you to harness the potential of multiple platforms simultaneously while also reducing the risk of holding on to a single channel. A well-structured strategy that is split between various channels can bring you high growth and will allow you to maximize your marketing mileage.

Take a look at five reasons why you should be diversifying your marketing strategy:

  • Make the most of multiple channels by splitting your advertisements on various platforms. Each channel has a specific ad type that works best on it, so it is essential to focus on what works best in each platform. This will allow you to reap the benefits of a variety of ad types and you do not have to push your marketing on just one medium.
    For example, combine email marketing, PPC search ads, blog posts, video marketing, and social media strategies to achieve better results.
  • Get more data to analyze customer preferences and behavior. Nobody sticks to one social media platform all the time; consumer trends are shifting at a breakneck pace. More channels bring you more data. As a result, you will better understand your customers’ preferences and patterns, which will further allow you to customize specific and relevant ads targeted to each kind of audience.
  • Have control while reducing risk. If you depend on a single platform and any major change disrupts it, you could end up in big trouble. Instead, use every channel relevant to your niche and avoid relying on a single platform. This will give you control over your marketing strategies, even if one or two is disrupted. Moreover, it secures a base for your digital marketing growth.

    Last year when Apple’s iOS 14 update was introduced, Facebook advertisers had a hard time coping with it while others who had diversified their strategies came through.

  • Be where your customers are. Customers do not remain stagnant in a single channel and you shouldn’t too. Provide the right content to the right audience at the right time. Make the customers feel that they are taking the lead and be present throughout their journey. This will give you more quality leads on each platform and expand your marketing strategy very broadly. Concentrating on a large, single audience can be tedious.
  • Earn customer loyalty and reach new customers. Your audience from different segments of the market can make use of multiple channels and engage with a variety of content. This establishes your brand identity and expands your market reach to new places. As the customers get entwined with your product/service quality and your brand identity, they are most likely to associate with your brand. This creates a loyal customer base for your business.
    Moreover, it can bring in new customers from unexpected places.

The Bottom Line

While it is essential to focus on the channel that provides you with the highest ROI, establishing a solid marketing ground via multiple channels can protect you from changes in consumer behavior, market trends, algorithms, and other unexpected shifts. Avoid single dependency.

You wouldn’t invest your money in just equity or real estate or one single asset. In fact, your portfolio would be diversified to spare you the risk and give maximum results. Do the same for your digital marketing campaign, and remember – Do not put all your eggs in one basket.

Thanks For Reading !

Author - Rithik Valsan

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