We all know the old adage. Putting all of your eggs into one basket is never a good idea, yet all far too often, this is what most of us do with our outreach, marketing, and growth strategy. Product diversification is just as crucial but before one can reach the point where demand is high enough to grant a degree of predictability and scalability, marketing diversification needs to be addressed.
Empower Your Brand By Covering All Channels
As one expands to address customers across multiple marketing channels, you are creating a unified front for your business. Recognizability rises as influence grows. More marketing channels logically translates to more data and far more detailed metrics – an integral advantage to any enterprise. However, few realize just how much risk is diluted when employing an omnichannel marketing strategy.
10 Ways to Diversify Your Marketing Reach
A single policy change can cripple an enterprise overnight for weeks or months or even collapse it completely if more than one marketing channel isn’t used. Here’s a look at five of the most effective ways to expand and diversify your marketing reach.
Create A Long-Term Strategy For Organic Traffic
The most reliable way to secure a reliable, predictable average amount of traffic each month is to perform constant search engine optimization. Articles, blogs, and features like whitepapers and case studies need to be written using good SEO principles that include up-to-date optimization for not only buying intent but semantic search as well.
Turn Articles & Posts Into Videos
You don’t need to hire a director, video producer, or get together a crew to repurpose your content. Videos can be as straightforward as a slideshow backed by a voiceover using a methodically-written script. Good SEO applies to both the way that you phrase the speech in your videos and the on-page details like your video description, correct tagging, and engaging well-structured titles. Don’t miss this vital segment of the consumer market.
Every marketing channel communicates your message to potential clientele differently. Posts, graphics, videos, and other marketing media need to be created for the specific channel that you are targeting. With this best-practice insight in mind, all content should be recreated for other campaigns and designed according to the most commonly used demographic to each platform.
Post Long-Form Content
Year after year, the importance of long-form content as a cornerstone to your marketing practices gets proven over and over again. While Google updates are of course subject to change, each incremental search algorithm change has brought to the fore just how much our websites need extensive, authoritative content. Don’t be fooled into thinking that people don’t want to read. Google knows best, and it all comes down to how you present your comprehensive body of information.
Develop A Chatbot
Chatbots are an asset to productivity and organization, branding, sales, and customer support. Virtual customer assistants are highly customizable, allowing you to customize the workflows managed to do far more than answer basic questions. As a tool for diversification, a chatbot allows you to maintain an active presence on networks that would otherwise be underutilized or not used at all. Oracle forecasts that 80% of all businesses would be using chatbots by the end of 2020. Don’t be left behind.
Start A Podcast
Podcasting opens up your business to a new range of potential customers. An inexpensive condenser mic and a representative who knows your industry or niche inside-out are all that it takes to begin pulling in support from the 75% of Americans who listen to podcasts.
Webinars attract a range of action-orientated users who often overlook other marketing channels. Similar to podcasting, hosting Q&A sessions, how-to’s, and industry discussions with your peers secures the eyes of a very definite segment of the market. Depending on the industry, this marketing channel could bring in the exact consumers you need. It’s particularly useful for technical subjects and market verticals.
Start Working On Voice Search Early
Voice skills are already a lucrative source of traffic for many businesses but as we move towards an era when voice search is set to become just as commonplace as text-based Googling, this is an avenue that can’t be ignored. Optimizing content for voice search places your search result atop the results in a game where second place simp0ly doesn’t count. Users are seldom interested in the second or third search result when talking to Alexa or Google Assistant.
Never Stop Testing And Refining Your Paid Advertising
Paid advertising campaigns for search traffic, social media, or any specialized platform brings in a statistical average of traffic, thereby acting as a fairly reliable marketing channel as long as you’re always on top of optimization. One must keep in mind that trends and search traffic are current. This means that you need to adjust your PPC campaigns according to the metrics that are happening now.
Partner With Complementary Brands
One of the most effective ways to grow your reach is to partner with complementary brands. The synergistic makes the connection sought after to most professionals encountered. Don’t let your networking be passive. Take control and connect yourself with others in your industry, looking for areas of mutual benefit where strategies and goals don’t clash. The exposure and trust gained when partnering with another known brand are invaluable. This is what makes Opportunity’s search and matching so powerful. Using our AI-powered platform and insights, you’re able to reach out to others directly and without going through any of the conventional hassles of finding the right contacts.
Never Stop Diversifying And Growing Your Reach
Market diversification should be seen as a steady path toward growth. If you don’t follow a fixed schedule of communication or posting then users will likely lose interest. Rehashed content will instantly turn people away, destroying your brand. Passionately delivering marketing campaigns across multiple channels makes new trends apparent while solidifying your presence as an authority online.
Don’t spread yourself thin, but instead put the work in across as many channels as you can manage and you’ll be rewarded with more customers, better growth, and vastly empowered strategic decision making. Opportunity is here to support you with outreach to customers, potential employees, and vital contacts to help grow your company, staff, and influence. We encourage you to try our search and matching platform today.