Marketing is changing everything. Your target audience might be flocking to a particular platform right now, however what if their preferences, website’s algorithms or market forces shift? It doesn’t matter how phenomenal your offerings are, they won’t create revenue if prospective customers aren’t able to find your offerings. While you should always be strategic – as well as focus on those channels that maximise ROI – having multiple marketing streams can help your business stay nimble enough to survive any sudden changes that might come its way.
Below, we share a number of compelling benefits of using a variety of marketing channels.
A Diversified Marketing Strategy Helps You Address Your Target Customers’ Needs At Each Stage Of Their Customer Journey
Every business needs to know that there is no one-size-fits-all marketing strategy. What works for one brand might not work for another. What’s key is to tailor-make your marketing strategy in a way which doesn’t just give you visibility across a number of different channels. It also matches your customers’ buying journey.
A great place to begin is knowing who your target audience is, what their needs and frustrations are, as well as how you are able to address those needs. Describe your customer persona, not just demographically but emotionally as well – what are their ambitions, inspirations and feelings looking for a product such as yours?
Try walking hand-in-hand with your customers during their journey through diversifying your messaging and value offerings. For example, if a customer is still at the Awareness stage, talk more about possible solutions as opposed to selling them a product. If they are already wanting to buy, give them glowing testimonials from your existing users rather than of explaining solutions to a problem.
A golden rule of thumb is to put yourself in your customers’ shoes and then internalise what they go through looking at your product.
Your Efforts Can Have A Greater Reach
In this age of the Internet of Things (IoT), you are able to reach every customer in every single corner of the world. Through sharing valuable content via social media, podcasts, blogs and online communities, you are able to gain trust with people and also generate interest in you, your brand and your products and services.