Have you ever wondered how some companies can generate such high success rates with their online marketing strategies, while others struggle year after year?
You’d think that after years of trial and error, savvy marketers would know exactly what would work and what wouldn’t. And you’d be right!
But, here’s the problem: no one tactic will bring in the revenue you’re looking for. You need a comprehensive strategy that involves multiple channels and multiple messages to appeal to as many individuals as possible. This is called a holistic approach, and it’s exactly what successful brands are doing.
What exactly is holistic marketing?
Well, it starts with a clear understanding of your target audience and what draws them in.
When companies can accurately identify these qualities, they can craft marketing messages that will resonate with this demographic and help them determine to purchase the product or service.
Further, holistic marketing integrates various channels, such as email, social media, and website content, into a cohesive strategy that allows you to target the right audience and engage them into action, such as making a purchase or taking a tour of your product or service.
The Importance of Diversifying Your Online Marketing Channels
You may be familiar with the term ‘digital marketing’ and think that it simply means focusing on using online tactics to gain exposure and make sales. However, digital marketing is just one piece of the puzzle.
If you want to be successful in today’s digital world, you can’t simply rely on SEO tactics or PPC advertising to drive business. You need to consider a variety of digital marketing platforms, including but not limited to, SEO, PPC, and Display.
What exactly is display advertising?
Simply put, display advertising is when a business turns to online ads ‘ because they know their target audience is there. ‘ In today’s digital world, you can’t count on gaining all of your customers or even a majority of them from one digital marketing channel or platform.
By expanding your search to include other platforms and channels, you give your business the opportunity to connect with more people and gain a greater number of leads.
Why Should You Diversify Your Online Marketing Channels?
Before we continue, let’s discuss the advantages of a diversified online marketing strategy. In today’s digital world, consumers have grown accustomed to seeing and interacting with a variety of promotional messages across different platforms.
With multiple platforms to choose from, an individual can easily become overwhelmed by all the information. To make sure they take notice of your message, you need to stand out among the rest of the platforms and ensure your brand is recognizable.
The key is to ensure your brand is recognizable in the first place. If you want to be successful with your online marketing efforts, you need to make sure your target audience knows who you are and what you offer. And the only way they can do this is by seeing your brand in action.
When B2C brands expand their search beyond just SEO to also include PPC, display, and social media, they often see superior results. In fact, digital marketing channels combined account for over 90% of all marketing budgets globally, and that percentage is only going up.
By taking the time to study your target audience and understand their behaviors and requirements, you can craft an effective marketing strategy that will lead to greater brand awareness and significantly increased revenue.
How Can You Diversify Your Marketing Channels?
To effectively reach more people and grow your audience, you need to try new things and expand your horizons beyond what you’ve been doing previously. To achieve this, you need a flexible, multicultural team, as different platforms operate under different rules that you need to know in order to succeed.
To get the most from your internet marketing efforts, you need to be willing to try new things and experiment with different approaches. For this reason, you shouldn’t be afraid to try and integrate various platforms and channels into your strategy.
As we’ve discussed, online marketing is a broad term that encompasses a variety of strategies and tactics, and it is constantly expanding and changing as new platforms emerge and old platforms evolve.
Depending on your niche and how long you’ve been in business, you may already have a website that you’re using to gain exposure. If so, you can integrate that content into other platforms, such as social media, to attract more people to your website.
If you’re just getting started and don’t have a sizable audience yet, it may be difficult to convince people to join your mailing list or follow you on social media. In this case, PPC advertising, which we’ll discuss next, can be an excellent choice.
Choosing The Right Public Relations And Marketing Agency
One of the most important decisions you make as a business owner is choosing an agency to carry out your public relations and marketing strategies.
The benefits of working with an agency include having a team of experts to handle your media relations, design and build your website and social media channels, and identify relevant PR opportunities. Working with an agency also means you can focus on growing your business without worrying about handling the details of PR and marketing campaigns.
An agency will be able to provide you with a wide range of services, from traditional media placements to SEO and PPC management, social media strategy, and analytics. By choosing a reputable agency that specializes in B2C marketing, you can be sure you’ll get top-notch results without having to worry about anything other than growing your business.
The Importance Of Setting A Budget
Setting a proper budget is important for any marketing program, but especially so for B2C businesses.
As a rule of thumb, you should always aim to spend no more than 10% of your total marketing budget on ads. That leaves the remaining 80% for the other platforms, such as SEO, PPC, and Display.
If your budget allows it, you can opt to spend more on SEO, which ranks highly-performing websites higher in search results and drives traffic to those sites. Alternatively, you can use PPC to reach the right audience at the right time with the right message.
While SEO, PPC, and Display are all effective channels, each one has its limitations and you can’t rely on one channel to drive all of your online marketing efforts. That’s why you need to try and integrate various platforms and choose the one that most closely matches the goals and objectives of your business.