4 Reasons To Diversify Your Marketing Channels

One of the best ways that can help you grow your business and online presence is through diversification of your marketing channels. By marketing your business on multiple channels and tailoring your message for each, you are able to reach your customers where they hang out online along the entire buyer's journey.

Pinpointing what audience you’re trying to reach is the first important step towards creating a buyer persona so you can market accordingly. Now that you know who your target audience is for your marketing channels, the next questions is how to best reach them and spark engagement?

It’s imperative to know where your targeted audience is consuming their content so you can enhance your brand presence. This will allow you to save time and avoid wasteful spending by just reaching your audience on the right platforms and not wasting money on irrelevant eyeballs.

Secondly, Your advertisements need to speak to your customer and their specific needs. Your potential buyers need to know what you can do for them and how it’ll make their lives better and simpler by having your product or service in their life.

Advertising your company with the proper creative images, videos, copywriting and tone will help establish brand awareness and later on help develop trust and credibility. It is essential to do this for your future success and growth by expanding your reach to diversify your marketing channels.

A good advertising strategy incorporates the right graphics, phrases, pictures, and call to action can help you expand your reach and stand out in today's crowded marketplace. By correctly implementing a diversified digital marketing plan you can expand your business and secure your future growth regardless of industry changes.

The next reason you should diversify your marketing channels is to ensure you are getting the best ROI possible. Whether that be your return on ad spend, or return on time making content. Either way it's important to consistently test your content across all platforms to discover where you see the best success.

Facebook - By expanding your reach to different platforms like Facebook, you can accumulate more notices and shares for your business. Split testing allows advertisers to easily build multiple ad sets to test their performance and see which one works better. You can also broadcast live stream on Facebook to get more engagement and foster an emotional connection with your audience. Facebook is also a good platform to reach your audience because it has two billion active users daily giving you more opportunity for notice and getting their foot in the door with your business. Believe it or not, according to Facebook they have 1.3 billion monthly users and 2 billion messages are sent between businesses on messenger each month. Although Facebook has evolved into aa densely populated marketplace and certain targeting options are now more difficult, it's no question you need to be using Facebook to reach your potential customers where they spend their time.

• Facebook is great for social interaction, personalization, building trust, and video ads to best reach more of your targeted audience.

YouTube - Technically the world's second biggest search engine, the YouTube platform can help your brand grab the attention of your targeted audience. Videos have been proven to provide increased engagement compared to text or photos alone. This is also confirmed by every social media platform adjusting their algorithms to enhance video content. It makes sense because TV views have been declining massively and Youtube is skyrocketing. By creating engaging videos you can best reach your audience and demonstrate what you can do for them and what your business has to offer.

Youtube Advertising is another extremely cost effective way to reach your target market through demographic, custom affinity, geographic, and in market targeting. A great YouTube ad will grab the attention of your customer, provide perceived value, and get them to take action. YouTube is one of the most underused mediums which makes it a great place to begin when you diversify your marketing channels.

• YouTube is a powerful tool for brand awareness and building an emotional connection with your audience.

Instagram - Instagram is another top channel to promote your brand and increase visibility. You can easily reach your target audience by sharing photos with eye-catching captions and using relevant hashtags. Instagram is also a powerful platform to create partnerships with influencers and collaborate with other brands. Instagram should be used as a tool for strategic communication to promote your products or services and strengthen the relationship with your customers. Instagram stories are also another good strategy to reach the masses. By using these 24 hour stories you have the opportunity to interact more deeply with your audience, spark greater engagement and be able to stay on the top of their newsfeed.

• Instagram is useful to promote creative content and collaborate with others in your industry.

Google Ads - The Google Ads platform is an extremely powerful tool that allows you the most targeted way to reach your intended audience. It consists of the Google Search Network which is the sponsored desktop and mobile search engine results. The Google Shopping Network which are the products you see when searching on Google. The Google Display Network which is the image and text ads commonly used for retargeting you will see across the web, and the YouTube Ads platform which serves video ads before and during videos. To get the best results it's vital to use the above networks with a well thought out marketing strategy, call to action, offer, and landing page designed for conversions. The best place to start is by conducting market research to discover what others in your industry or niche are doing and what is your best path towards reaching success. Remember, Google Ads is not a set it and forget it type of platform. To create the maximum return on your investment you or your digital marketing agency must be constantly monitoring and optimizing each campaign.

• No matter which network you advertise on, using Google Ads is a great PPC platform because it delivers a measurable ROI and grants you multiple ways to diversify your marketing channels all within a single robust platform.

Leveraging multiple marketing channels allows you to see where you get the best results and get a leg up on your competition. When you advertise and put yourself out there you are reaching more potential customers and constantly putting your brand in front of targeted eyes. If you notice their is a platform that your competition doesn’t utilize that could be a great opportunity to diversify and gain market share.

Be confident with your content and what you can bring to the table for your customers.

You will not get results if you don’t leverage multiple platforms and set realistic goals for your business to achieve. It is normal to fear your business will go unnoticed, which is why it's imperative to rise out of obscurity and be successful. Every business owner has to deal with obscurity, especially in the early stages of their business.

When creating content and promoting across different channels, think of how your product or service provides value to your customers. Highlight your competitive advantages and promote what sets you apart from others in your business space.

When it comes to creating content it often falls on the bottom rungs of the to do list. Don’t hesitate, just take action! You are not only hurting yourself if you hold back on marketing your business, but you are also hurting your potential customers that missed out and can’t gain value from your business! There are many different ways to market your business and get the word out. Find out which platforms work best for you and start promoting today.

Lastly, if disaster strikes, all your eggs won't be in one basket!

What works now might not work later. You should have multiple income flows and backups. By putting all your eggs in one basket you are at risk by being overly reliant on a single income on one channel that could be shut down within the next year. You’ll also be selling yourself short by only promoting your business on a single marketing channel.

If you’ve made videos for Facebook, repurpose them for Youtube, embed them into a blog, or blast them through an email campaign. This will help you reach your target audience across their entire user journey on multiple platforms. It will also allow you to be in the right place at the right time when customers are ready to take action and make a purchase.

Ever hear the saying change is the only constant? It applies especially in the digital marketing world. That’s why it is important to diversify your marketing channels to avoid disaster and enhance your life and business!