Play the long game by spreading out your marketing efforts.
If you want to get fancy, we call this marketing diversification strategy. Learn how to protect your business with tips from the marketing experts!
It’s a marketing tale as old as time, yet many businesses fall into this faux pas. Today, we're diving into a super important topic that can make or break your marketing strategy: diversification. You've probably heard the saying, "Don't put all your eggs in one basket." Well, when it comes to marketing, this couldn't be more true.
What do we mean by diversification? Diversification in marketing is a fancy way to talk about spreading your efforts across multiple channels and platforms, rather than relying heavily on just one. It's about minimizing risk by making sure that your marketing strategy isn't only dependent on the success or stability of any single platform, allowing you to reach your audience through multiple avenues and reducing the impact of unexpected changes or challenges.
Picture this: you've poured all your marketing efforts into one platform, let's say TikTok, and suddenly, a wave of uncertainty hits as legal challenges threaten its future in the US. Scary, right? But fear not, because we're here to guide you through the importance of diversifying your marketing efforts and not relying solely on platforms that you don't own or control.
First off, let's talk about the recent TikTok drama. With the threat of legislative action looming over its head, businesses that have solely relied on TikTok for their marketing efforts might find themselves in a tough spot if the worst-case scenario becomes a reality. This situation highlights the volatility of platforms owned or controlled by others. Just imagine the impact on those who have invested heavily in building their brand solely on TikTok if it were to suddenly vanish from app stores.
To avoid this marketing pitfall, we’ve put together a few tips to make sure you’re prepared for the unexpected.
So, what's the solution? Diversify, diversify, diversify! Instead of hitching your wagon to one platform, spread your marketing efforts across multiple channels. This doesn't mean spreading yourself thin; it means being strategic about where you show up online.
1. Build on platforms YOU own
Start by building a strong online presence that you own and control. Your website is your digital storefront, so invest in it. Optimize it for search engines, create valuable content, and ensure a seamless user experience. Think of your website as your home base—a place where your audience can always find you, regardless of what happens on other platforms.
2. Email List Advantages
Next, let's talk about the power of email marketing. Your email list is gold. It's a direct line of communication with your audience—one that you own outright. Use it to nurture relationships, share valuable content, and drive conversions. Unlike social media platforms, where algorithms can dictate who sees your content, your email list puts you in control.
Check out our email list building tips on our blog Creative Ways to Build Your Email List in 2024!
3. Use multiple marketing channels and platforms
But don't stop there. Explore other marketing channels that align with your goals and target audience. Whether it's Instagram, Facebook, YouTube, LinkedIn, X, or emerging platforms like Threads, diversifying your presence ensures that you're not overly reliant on any single platform.
4. Think Long-Term
Now, let's address the elephant in the room: the fear of missing out (aka FOMO). It's tempting to jump on the latest trend or platform, especially when everyone else seems to be doing it. But resist the urge to put all your marketing stock into one platform without carefully considering the long-term implications.
Remember, marketing is about building relationships and fostering trust with your audience. It's not just about chasing trends or racking up likes and shares (we call those vanity metrics in the marketing world). By spreading out your marketing efforts and focusing on channels that you own and control, you'll future-proof your business and minimize the impact of things beyond your control.
So, to all the business owners and marketers out there, take a cue from the TikTok fiasco and add variety to your marketing efforts. Invest in channels that you own and control, nurture your email list, and stay adaptable in this wild digital world. Your future self will thank you for it.
If you need help with your social media, email marketing, or your marketing strategy in general, we’ve got you covered. Head on over to our contact page and drop us a little love note. We’ll help make sure your business is set up for success.
Happy marketing!
