Why is diversification in digital marketing important?
Imagine you are running a business that requires consistent lead generation. To generate relevant leads, you rank high on a relevant keyword on Google SERPs.
The traffic from the high ranking brings in enough traffic and subsequent prospects to make sure your business grows sustainably.
Then one day, Google comes up with a search engine update. As is often the case, many websites fall in search rankings after the update. Your website also becomes a victim in the mess and your traffic falls drastically. You no longer have leads to grow your business sustainably.
If you had focused on another keyword beside the main keyword to get traffic, or used other platforms to generate leads, you might have survived this mess.
Dependence on one keyword, platform, or technique can be harmful. Your business can never be truly safe if it has a diversified approach to everything it does. From marketing to revenue streams, diversification is needed in every part of your business. Students at digital marketing institutes are taught a whole range of different techniques. Why? Because the more they know, the more secure their future as a professional in the field will be.
In this article, we discuss how a digital marketing campaign can be diversified to further strengthen its growth and sustainability.
The first lesson to learn in diversification is adopting a multi-channel approach. Let’s say your goal is online sales. The main source of your product sales is as an Amazon seller. To diversify, start selling your products on other online retail platforms as well. Start your own e-commerce website and promote your products with paid Facebook ads. Adopt different strategies to sell your products so that you’re always selling something.
If your goal is lead generation, go into a different platform again. As long as you keep multiplying the platforms which are getting you good business leads, your company will keep growing.
Focus More on Branding
The failure of products and marketing strategies is common. Even if it seems impossible, a good marketer must expect it all times. The one thing that can help you survive tough times is branding.
Branding is the practice of building a strong brand image. If your marketing plans fail, your brand name will still keep your company afloat. Use different platforms such as forums, blogs, social media, and even offline media for branding campaigns.
Always Jump on Trends
There are always new trends in digital marketing. Chatbots, audio search, smart speakers, and video marketing are all new marketing trends. The best way to diversify a campaign is jumping on new trends.
Usually, it is these new trends that make the old techniques marketers follow obsolete. So, the smart thing to do is anticipate these trends and make them part of a marketing push from the very beginning.
Diversification is a buzzword in many fields, including marketing. In digital marketing campaigns, it common to see professionals depending on one technique or platform to always deliver results. This is not an ideal scenario. In this article, we covered how a digital marketing campaign can be diversified.
About the Author- Preet Kaur is a digital marketing consultant currently working as a writer for Eduburg, a popular training institute known for its digital marketing course. It also conducts courses in other fields like cybersecurity, share market, and cloud computing.