Diversify Your Marketing Channels

By Michael Ellis, mellis@lessitermedia.com
Director of Sales, Lessiter Media

How many times have you thought “If only I could be in more than one place at one time, I could get SO much more accomplished?” Well, I’ve got good news and bad news for you. The bad news is, as an individual we haven’t quite figured out yet how to make this possible. But the good news is, as a marketer, it’s not only possible but being in multiple places is likely your best approach to reaching current and potential customers.

Every dollar you dedicate to marketing your business is an investment in your future success and as any financial advisor worth their salt would tell you, the best approach to investing is diversification rather than being singularly focused.

Just as you likely wouldn’t stake your retirement on a single investment vehicle, you’ll want to consider marketing from multiple angles to reach the market and ensure the long-term growth of your business.

The digital marketing landscape continues to evolve and is doubtless an important piece of any successful campaign, but print remains one of the leading, if not the most trusted ad channel consumers look to when making a purchase decision. According to a 2017 MarketingSherpa study, print led the way with the highest mark, while a variety of digital options played a role but weren’t looked at with the same reverence of a print ad.



So, the mix of the media you use should be unique to your needs and goals, but the key is that it does need to be a variety of outlets. You can’t solely be in print, or only focused on your own website & social media outlets if you want to be seen by the full potential market and earn their trust.

A truly successful approach to keeping your business visible and making it successful in the long run, is a diversified mix of a number of the following options:

  • Print ads
  • Digital Ads on trusted industry sites
  • Social Media
  • Events
  • SEO optimization on your website for visibility
  • Direct mail (digital or hard-copy)

But allow yourself to take advantage of all the tools out there and be in many places at one time. Reach the full breadth of the market wherever they are, because we all pursue information differently and if you’re only looking to one or two outlets, you may be leaving some money on the table.

Source: Marketing Sherpa