Are you over-relying on certain digital marketing channels? You could be missing out on some untapped potential. The best digital marketing strategies don't just rely on one or two channels alone. In fact, the most successful campaigns are those that can be flexible. We only need to look at the last couple of years to know that the companies that can adapt quickly stand the best chance of success, and that's where diversification comes in.
Branching out to multiple channels can help plug any gaps in your marketing strategy, to ensure you're making the most of every channel. Plus, you never can predict when a Google update might alter your entire plan, so it's best to be prepared. Focusing on multiple channels means you can supplement any downfall in traffic, reducing the impact on your site.
At Glass Digital, we offer multi-channel marketing across paid search, affiliate, and SEO marketing. So, we've put together our top tips for diversifying your digital marketing strategy, to help you reach your full potential.
1. Explore every avenue
Digital marketing is an incredibly broad industry so it helps to do your research to figure out which options would be right for your brand. The correct strategy should align with your business goals, so think about what you want from your marketing in both the short- and long-term.
- Build brand awareness: If you want to broaden brand awareness and build your authority, affiliate marketing, pay-per-click (PPC) marketing, and search engine optimisation (SEO) — in particular content marketing — can help you reach a brand-new audience.
- Generate leads: Affiliate marketing, PPC, and on-page SEO are particularly effective for lead generation, targeting customers at the very end of the sales funnel.
- Maintain brand loyalty: If your goal is to build a loyal customer base, retargeting campaigns like email marketing, social media marketing, and PPC may be the best solutions for you. Technical SEO can help you here too, as a good user experience on your site can make or break a sale. For more information, read our top tips for redesigning your website to help improve conversions.
As we've already mentioned, a diverse strategy can help you target both new potential customers and people who have shopped with you in the past, so focusing on a mixture of channels can help cover all bases.
2. Strike the right balance
For the best results, try to strike balance between your paid and organic channels. Both can deliver great results but in very different ways. For example, paid ads or affiliate promotions can be good drivers of traffic for the duration of the campaign, but the success of each ad is short-lived. Organic marketing strategies like content or link-building are a long-term investment, but the results aren’t as instantaneous.
Merging the two avenues is therefore the most effective method. In fact, some channels can help give others a little boost. A targeted PPC strategy can support an organic search campaign, for instance, by allowing you to rank highly for desirable keywords. This can be especially helpful if your SEO takes a hit from a Google algorithm update: PPC can bring some lost traffic back to your site. Having both organic and paid channels already set up can help you bounce back much more quickly when things don't go as planned.
That being said, it's also essential to manage your campaigns effectively so they don't compete with each other and negate the benefits. For this reason, it's best to be fully clued up on each of your channels, or hire a professional marketer or agency who can run them for you.
3. Track your performance
While diversifying your marketing strategy is beneficial, it's important not to spread yourself too thinly, as you could be wasting valuable resources on less-profitable areas. Tracking your performance each month via Google Analytics is vital to any marketing strategy, so you can pick out areas that are doing well, and those that aren't as effective, so you can allocate your budget accordingly. For example, if your affiliate marketing campaign generates more conversions than your email marketing campaign, cut back on your email marketing and redistribute that budget to your more successful channels.
4. Know when to reallocate
So, you've devised your best strategy — what's next? We know all too well that the consumer landscape can change drastically almost overnight, so it's important to monitor your performance consistently and assess whether you're still on track to meet your goals. Maybe your objectives have changed since you first created your strategy, perhaps your product range has altered, or maybe certain marketing channels are less profitable than they once were. Your monthly reports will give you a great overview of your performance to date, so review these quarterly or every six months to see if there's any room for improvement.
5. Consider seasonality
Again, the channels you use can be dictated by your short- and long-term goals, as well as seasonality. PPC and affiliate channels can be particularly effective during busy shopping periods like Black Friday or Christmas, so it could be worth upping your investment into these areas at peak times. Our checklist for Black Friday PPC success can help you make the most of the channel during the holidays.
If you're looking to diversify your marketing strategy, then why not speak to the experts? We can manage all aspects of your SEO, PPC, and affiliate marketing, and our honest reporting means you won't be left in the dark. We can help you devise a diverse marketing strategy that meets your business goals and changes with them, so why not chat with a member of the team today to find out how we can help you?