Many small or medium sized businesses may be able to boost their revenues and receive faster returns on their marketing investments by diversifying their marketing strategies. This could be useful for businesses that have traditionally relied on using a single or outdated marketing channel that has failed to produce the desired number of leads.
Businesses with diverse marketing channels can target a wider variety of leads through more effective routes. This can help a business become more competitive within its industry, so here are seven effective strategies for digital marketing diversification.
1. Social media channels
Businesses have been using social media channels to target possible customers for over a decade. However, many older businesses are still reliant on using just email marketing to target leads.
Facebook is the largest social media platform on the internet. It has over 2.5 billion monthly users, which makes it an excellent channel for targeting leads.
Major social media sites are accessed more frequently than email inboxes. Marketers should understand the user-base of each social media platform and create content that fits best with each one.
Many social media platforms are used to share photos, so creating content that features photos or using photos to deliver content could be a great strategy on photo-centric social media sites.
2. Paid advertising
Lots of small businesses struggle to get good search engine rankings. Search engines tend to rank a business’s website based on the quality of its content and the user experience it provides to visitors.
With so many businesses churning out quality content every day, it can be difficult for small businesses to get ahead with their SEO. Businesses who would like to have their websites featured on the first page of search engine results could choose to use points-per-click (PPC) advertising.
With PPC, a business’s advertisements are included at the top of search engine results whenever someone searches for a related product or service. These businesses have to pay the search engine a small fee every time a visitor clicks on their advertisement.
This can be a great strategy for small businesses that wish to compete with larger ones without spending too many resources on improving their SEO.
3. Revising email marketing campaigns with market automation
Businesses could also use marketing automation services to help them improve email marketing performances and efficiency. Marketing automation allows businesses to track sales conversions with proper metrics. Campaign results and performance data could offer insights that can be used to enhance email marketing strategy.
Businesses can apply A/B tests on various aspects of email marketing – i.e. subject headlines, content, discount offers etc. for different campaigns. Customers’ responses to those elements and sales conversion can be mapped to provide marketing with valuable data insights on the best email strategy to adopt. However, these businesses should be careful not to change up their email style too often as it could make the brand’s values and style appear inconsistent.
4. Using SMS
One marketing channel that is underutilized by businesses is short messaging service (SMS). SMS has been around for decades, but its usage has declined as online messaging apps have risen in popularity. Every mobile phone can receive SMS, so it may be useful for small businesses to target leads using an SMS service.
SMS notifications also tend to be more direct and accessible than email notifications, especially for users on-the-go.
Businesses who use SMS advertising usually use short messages that feature links to their website. This URL is accompanied by a call to action to get the recipient to engage with the content on the business’s website.
Videos are a useful format for targeting leads. A well constructed video can grab and maintain the attention of viewers far better than a blog post or article can. Popular video sharing site Youtube receives over 30 million visitors every day, so it would be unwise for businesses to neglect videos as viable marketing tools.
Customers can gain more confidence in a brand after seeing its employees and teams in videos. This strategy helps small businesses earn the trust of customers, and also encourages customer loyalty.
Almost all businesses that use email marketing to target leads use some form of storytelling to increase viewer interest and engagement with the brand’s content.
These stories do not have to be limited to just the brand’s origin or the development of a particular product. They can also feature interviews with business owners and staff to let subscribers know about the people behind the products and services they enjoy.
A well told story can emotionally resonate with readers, and this can help promote customer brand loyalty when done right.
These stories can be told in a linear fashion that includes all the information about a particular product, or they can include a small part of the content that would interest readers the most. These emails often include calls-to-action that redirect readers to the business’s website where they can access the rest of the brand’s content.
7. Combine marketing channels
Businesses could benefit by setting up their marketing channels in a manner where they feed one another. This can boost the effectiveness of lead targeting, as potential leads could be directed to other marketing channels where they are more likely to engage with the content.
The data from each marketing channel could also be used to paint a clearer picture of the brand’s target audience and their interests. This data can then be used to revise future marketing strategies and put out content that resonates with leads.
The number of strategies for digital marketing diversification are seemingly endless. As businesses look to integrate new strategies into their digital marketing campaigns, marketers should remain vigilant to track the performance of their marketing campaigns and revise them on the basis of their success.
Building a successful marketing campaign doesn’t have to be a trial and error process, marketers should use the data and conversion results to devise a strategy that is tailored to their marketing needs to achieve the business goals.