If you’re an entrepreneur (or, heck, an investor) you’ve likely heard one term over and over and over again: the importance of diversification. And that’s because diversification is key in business and in life. Without mixing up your techniques and spending time in several arenas, you may be selling yourself short on everything from income to time.
As a marketer, keeping diversification top of mind is absolutely essential — after all, platforms, techniques, and methods are changing constantly. And, without the ability to pivot and change alongside them, you’re missing out on valuable results. Today, we’re diving into what we mean by diversification of marketing — and then giving you some advice to do it.
What does it mean to diversify your marketing?
The word diversification comes from the word diversity, which means a variety of different things. In marketing, diversification points to investing in several different avenues instead of just one. And, to put it even more simply, diversification speaks to not keeping all of your eggs in one basket. When you diversify your marketing by investing in and trying several different methods at once, you increase your odds of success and lower your odds of failure.
Why do you need to diversify your marketing?
If there’s anything that the last two years have taught us in the marketing space, it’s that nothing is ever, ever promised — and that goes for everything from social media platforms to team members. The marketing space is constantly growing and evolving, and that means that the marketing teams that choose not to diversify — for example, marketing teams that focus solely on one method or one avenue of marketing — will get lost in the dust.
6 ways we recommend diversifying your marketing
The key to diversifying your marketing comes down to one thing: marketing repurposing. To diversify your marketing, you don’t have to completely and totally reinvent the wheel. Instead, you need to be able to take one piece of content or one marketing asset and transform it into multiple pieces of collateral!
Here are 6 ways you can diversify your marketing:
- Keep a presence on a variety of social media platforms instead of just 1 (Instagram, Facebook, TikTok, Twitter, etc.)
- Continually nurture your audience with regular, relevant emails
- Publish blog content that educates and serves your audience
- Turn blog content into graphics you can use on social
- Expand on topics you’ve talked about on podcast episodes and videos
- Invest in digital paid advertising in a variety of ways (we recommend social media advertising and search engine advertising)
More than anything, the best way to diversify your marketing is to keep a finger on the pulse of marketing as a whole. Luckily, we try to do it for you over here at Marketing Career Hub. Find more marketing resources here.