Your target audience may be flocking to a particular platform right now, but what if their preferences, the website’s algorithms, or market forces change? No matter how good your product or service is, no revenue will be generated if potential customers cannot find your offers. While you should always be strategic and focus on the channels that will maximize ROI, multiple marketing streams can help your business stay nimble enough to weather sudden changes.
Below members of Forbes Coaches Council Share 13 compelling benefits of leveraging a wide variety of marketing channels.
1. You can customize your client’s trip
It’s not about your channels; It’s about your target customers, where they learn about you and how they make a decision about your products. So diversification is not just about the number of channels used. You also have to be where your customers are. Today they are usually on multiple channels. – – Duong Nguyen, CEM partner
2. Your efforts can have wider reach
In the age of IoT, you can reach every customer in every corner of the world. By sharing valuable content via social media, podcasts, blogs, and online communities, you can gain people’s trust and interest in you, your brand, and your products and services. – – Michael Thiemann, Strategy-Lab ™
3. You can hedge your risk
As with any investment, putting all your eggs in one basket is a risky endeavor. Marketing is an investment in building your brand and business. As any financial advisor will tell you, you should protect yourself against risk by diversifying your marketing channels. Don’t just focus on social media or just one platform. Also think of traditional marketing such as advertising or writing articles for magazines. – – Kevin Kan, Breakout Consulting Asia
4. You are where your customers are
Determine their needs and preferences so you can meet them where they are and understand how they want to communicate, be trained, and research. Nothing shows that you listen and care about the customer taking the lead and then following that lead with your marketing and communication efforts. – – Annette Franz, CX Journey Inc.
5. You can avoid becoming dependent on a channel
In order to reach the largest number of potential customers, diversifying your marketing channels is essential. Adjust your diversification efforts to focus on the channels that offer the most value. In this way it is possible to reduce the risk of becoming dependent on a channel. In the event of unforeseen circumstances, you can adapt to any reality more quickly. – – José Luís González Rodriguez, ActionCOACH
6. You can include current customers and acquire new customers at the same time
The diversification of your marketing channels, especially at this point in time, offers the opportunity to get in touch with existing customers and at the same time attract potential customers. You can do this by grabbing the audience’s attention and keeping them interested with effective and engaging content and solutions. – – Izabela Lundberg, Legacy Leaders Institute
7. You can get useful data that you wouldn’t otherwise have
Diversifying your markets is more important than ever today. There is so much unknown in today’s tight marketplaces, and taking advantage of opportunities to try new strategies and markets can provide data that could be helpful in the future. The assumptions that companies used to make decisions may no longer be correct. Diversification is the key to the future! – – Susan Madsen, Jon M. Huntsman School of Business
8. You have alternatives if you are launched from a platform
Any business can be launched instantly from any ad platform – as we saw with the Google slap in 2014 and the Facebook slap in 2019 – if it changes its ad standards based on who is consuming the content. You never know when your good run will end. Because of this, you need to learn and use multiple platforms. Just as you diversify your investment portfolio, you also need to diversify your advertising platforms. – – Ryan Stewman, Break Free Academy
9. You are more resilient to uncertain market forces
When a company is too reliant on a particular marketing channel, it is at the mercy of it. If and when sudden market forces disrupt a channel, it will be difficult for the company to rebuild that channel. Especially in the world of online marketing, the media that use certain channels could be wiped out by new laws or technological changes. It is therefore important to diversify the channels. – – Jedidiah Alex Koh, Coaching changes lives
10. You have more leeway to turn in a crisis
Almost all personal marketing and business management for one of my clients was temporarily suspended when travel to Europe and the Middle East was suspended. In that emergency, his textile company shifted production to its U.S. healthcare markets and created safer materials for workers. If he hadn’t tilled this soil before the global shutdown, it would have ruined his business. – – John M. O’Connor, Career Pro Inc.
11. You develop greater customer loyalty
When you deliver meaningful content across the channels that your customers value most, diversification can help you develop and maintain greater customer loyalty. Customers in different market segments often use certain channels and need to be engaged where they feel most comfortable and most familiar. – – Jonathan H. Westover, Ph.D., Utah Valley University and Human Capital Innovations, LLC
12. You can get exposure from many different angles
People consume content in different forms. Google’s research It has been shown that today there can be between 20 and 500 market contact points on the customer journey before someone decides to buy. By diversifying your marketing, you can make your products and services available to