Quick Guide for Manufacturers: Diversifying Marketing Strategies

November 27, 2018 / By Bruce McDuffee

Everything in today’s business requires changes and diversification, and so should the case be with marketing strategies.

You might think that developing a good marketing strategy that yields results are enough, but this can’t be further from the truth. It can be detrimental to your marketing efforts like many other threats do.

Someone smartly said that this is like stock investments because when you diversify, you reduce the risk of failure as you’re looking for improvement on several fronts. When one unexpectedly fails, and something always has to, you still have other stocks. But how does this work for marketing strategies?

The Reasons for Diversification

Diversifying your marketing strategy is essential for several reasons:

  • You’re not dependent on a single thing that can always fail at some point
  • Different marketing channels improve your chances of reaching a greater audience
  • Different types of content further engage your audience and create new leads
  • You receive more data that helps you further optimize your efforts
  • You’re pushing the boundaries and finding new ways to improve

How to Diversify
The first thing that you need is to develop a presence on several social media platforms. LinkedIn is undoubtedly the best platform for manufacturers to find new leads. But, there are some other mediums which are more prominent and offer different sets of benefits.

What’s more, using different channels enables you to diversify your content as well, and make it fit the medium you’re posting. Who knows, you might find a lot more success on one of these platforms with a particular type of post. But remember, when you do, don’t stick to that single method. Keep on using it, but keep diversifying as well.

Now, no matter what kind of business you’re running, your audience is never in one place, and it’s never looking for companies in your industry in one single way. They are trying different methods, which is why you need to do it as well, and follow where your audience goes. Repurpose your content for several platforms, keep on adding content to your site, and research how to improve further.

It also brings us to SEO. Search engine optimization is a critical area in digital marketing, and it needs to be continuously improved and changed. Google alters algorithms all the time, and new players keep on arriving, which is why you need to keep up as well.

By having content and promoting yourself on several sites, with links leading back to your website, you signal Google that you are reliable and its algorithms are putting you in front of others. That, in turn, helps you generate more leads as they will see you in a better light than your competition.

The Takeaway
The key things with diversification are to stay relevant, valuable, and trustworthy. By diversifying your marketing strategies, you keep on improving, changing, and never allowing to become obsolete. Because, in the end, that’s the main threat to any business, growing increasingly irrelevant and eventually completely outdated in this fast-paced world.

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