You’ve probably heard the phrase: “don’t put all of your eggs in one basket.” For the business world, this idiom means that you should never concentrate all of your efforts and resources on one area. And this is especially true when it comes to marketing.
To survive in a digital landscape, you can’t have a singular marketing strategy. A one-size-fits-all approach pigeonholes your business, especially if that channel doesn’t pan out.
But why is that? And what is the best way to diversify your marketing strategy?
The Problems with Limiting Your Marketing
Single-channel marketing is a strategy where all of your advertising efforts are directed through one avenue. While this may have been cost-effective in the day where TV, traditional print, and radio ruled supreme, it’s no longer viable in the digital era.
There are several reasons for this, including:
- A decentralized web space – Currently, there are too many ways for consumers to find information. They may be spread across several different channels, platforms, or mediums. By focusing all of your marketing efforts on one small portion, you may miss out on a vast swath of potential customers.
- It’s slow – Many businesses rely on rapid response rates. But some channels may not be as fast as others. So, if you’re devoted to one that does have poor response rates, it can hurt your business’ ability to react and respond.
- If it fails, you’re in trouble – This brings us back to “the eggs in one basket” ethos. When you invest everything in a singular channel, your success or failure is entirely dependent upon it. And that’s not just for this year—it’s the next one, the following, and so on. You must maintain your control of that channel, or else your efforts will fail.
A Multi-Channel Approach is Superior
Instead of betting everything on one marketing strategy, a safer and more effective option would be to utilize a marketing strategy that’s segmented across multiple channels. When you diversify your channels, you create more opportunities to reach the right audience wherever they may be in their buyer’s journey.
You also create more opportunities to discover what works. According to Global Marketing Professor:
97% of marketing decision-makers said they had experienced an increase in revenue due to their multichannel marketing efforts…the biggest feature of multichannel is the ability to reach significantly more consumers easily. There is an increased chance of gaining more of a following if your message is given in different ways to different people.
Approaching your holistic marketing strategy from different directions allows you to:
- Coordinate efforts between channels
- Get more attention
- Target specific population segments
- Hit customers via their preferred medium
- Provide more touchpoints along the buyer’s journey
- Help your brand maintain a consistent message
What Marketing Services Should You Pursue?
The answer to that depends on your business’ circumstances and needs. To that end, it’s important to note that a multichannel approach doesn’t mean that you need to use every single service available. Instead, you must identify and then utilize the channels that will provide the most cost-effective ways to achieve your goals.
As Forbes notes: “A winning customer experience strategy recognizes that the blended channel is the only channel and that retailers need to leverage deep customer insight to understand how various customer segments navigate the customer journey across digital and physical channels.”
With that said, here are a few channels you should consider:
- Search engine optimization (SEO) – Helps you rank higher on search engines while improving the readability of your content.
- Pay per click (PPC) – Lets you pay for keywords that land you at the top of search results.
- Content marketing – Allows you to speak directly to an audience, build your authority, and drive engagement through high-quality content.
- Email marketing – Makes it possible to hyper-target optimal leads and then convert them into consumers.
- Social media – Gives you access to millions of users where they spend a significant amount of their time.
Why Market to One Service When You Can Market Several?
Today, it’s not just effective to take a multi-channel approach—it’s a necessity. By investing in several different marketing channels, you dramatically increase your chances of success.
But what if you don’t know how or where to begin? Before you search digital marketing company near me, know that you’re already in the right place.
At Semgeeks, our digital marketing campaigns use data-driven tactics to drive results. We’re ready to tailor a multi-channel strategy that’s built around your company, its needs, and your consumer base.
Are you ready to get started? Fantastic. So are we.
Global Marketing Professor. Multi-Channel vs Single Channel Marketing. https://globalmarketingprofessor.com/multi-channel-vs-single-channel-marketing/
Forbes. Omnichannel is dead. The Future Is Harmonized Retail. https://www.forbes.com/sites/stevendennis/2019/06/03/omnichannel-is-dead-the-future-is-harmonized-retail/?sh=295d615265e8
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