Creating an effective digital marketing campaign amid fierce online competition involves diversifying your strategies to leverage different marketing channels.
There is no one-size-fits-all digital or social media marketing strategy! If you want to launch a successful campaign characterized by high traffic and conversion rates, you need to spread the load by diversifying.
In a way, digital marketing is like investing in the financial markets. Hinging 75% of your lead generation efforts on Instagram or Facebook ads leaves your company at the mercy of the social media marketing platform. What if they drastically change their algorithm against your favor? Or worse still; the app suddenly implodes?
But the call of diversification isn’t just about the risks; there are tons of perks for the approach. It allows you to build brand awareness, reach a larger target audience, and gain more user data to guide/fine-tune your strategies.
“The human race shouldn't have all its eggs in one basket, or on one planet. Let's hope we can avoid dropping the basket until we have spread the load.”
—Stephen Hawking
Here are some ideas to reach more people, reduce the risk of overdependence, and increase lead generation by diversifying your digital marketing strategy:
Leverage Video as Part of Your Social Media Marketing Strategy
Did you know that more than 64% of online users base their buying decisions on video content on a retail site? Videos offer a better visual experience and are an effective way of sending your brand message across. Consider converting some of the content in your business blog of Facebook posts into informative and interesting videos.
Collaborate with Other Brands
Teamwork makes the dream work, right? One of the most effective ways of increasing the reach of your business is by partnering with other brands. This may include like-minded and complementary brands or even influencers. The idea is to promote each other and share audiences—hence bolstering traffic generation for both parties.
Create Web Content to Complement Other Ads
Let’s assume you’ve managed to launch a successful Facebook ad campaign—and a ton of your posts have managed to drive meaningful conversations and user engagement. Rather than bask in your success on the social media marketing platform, why not ride on your achievement to drive traffic to your business website by reconfiguring these engaging posts into equally engaging blogs? If you play your cards right (SEO-wise), you might improve your SERP (search engine ranking position)—hence attract more prospects.
Long story short, DO NOT put all your eggs in one digital marketing channel—lest you run the risk of losing control over your business or brand. Don’t allow yourself to be susceptible to one marketing platform and trends. Dare to venture and diversify!