It’s common to see small businesses rely on one marketing platform to grow their business. Another common mistake is to take microloans or microcredit and not use them well. But, we’ll talk about that in another paper. When it comes to marketing strategies, it is not enough to understand the algorithm of one platform.
People change, and bad things happen; this is true in real life and business. What becomes of your business when the platform folds or the founder sells? You don’t want your business to be at the mercy of a social media platform, and we are here to make sure that doesn’t happen.
Why Small Businesses Need Diverse Digital Marketing
In today’s world, technological aspects make the decisions in everything related to digital. It’s not your marketing team, IT specialist, and definitely, not the government. Imagine if most social media platforms belong to the same network or one person. In that case, there may be a lot of uncertainties for businesses.
It is important to adopt a hybrid marketing strategy. It helps you to safeguard and build your small business. Stop channeling your plan into one platform. Instead, spread your marketing efforts across social media platforms, SEO, Google Ads, etc.
A hybrid marketing strategy will diversify your efforts to grow and protect your business. Suppose you apply for microloans or microcredit and want to push it into one aspect of your business. What then happens if that venture fails?
Ways to diversify and innovate your digital marketing campaign
Whether a small business or a big firm, every business needs marketing to grow. Another alternative is taking microloans because you need money to make more money. But, in this article, we will only show some ways you can switch up your digital marketing campaign:
#1 Research Your Target Audience and Competition
You must ask yourself the first two questions: “what are my competitors doing?” and “what does my target audience like?” These two questions will give your business a sense of direction. You will see what is worth investing your time in from the start of your business.
Suppose your target demographic is younger people. In that case, you should explore platforms like TikTok and Instagram. For a much older audience, you may do better on Facebook. The important thing is to keep up with the fast-changing trends of your customers. Also, look at your competition and where they get an audience to improve your chances.
#2 Experiment with different social media platforms
Yes, we said you need to find the platforms where your target audience hangs out. But we did not ask you to limit yourself to one social media platform. The reason is that your target audience can be everywhere, having different interests. So, it is advisable to experiment with different social media platforms.
You may find some on video-sharing platforms and others via instant messaging. Yet, others prefer good old email marketing. So, to bake the perfect hybrid marketing cake, you must take a piece from different cakes.
#3 Own Your Content
You’ve probably made several posts on Facebook, and they are all yours, don’t worry about it. But, what do you do if Facebook ever goes down? Our solution is for you to repurpose your content and publish them on your business blog or website. Suppose something happens to Facebook or other social media platforms in the future. In that case, your website remains the hub for anything your business wants to say. Also, creating original content on your website improves your search ranking on Google. So, win-win?
#4 Leverage Partnerships
Take it from us because we know these things – collaboration is a solid way to grow businesses in 2022. Do you want to increase your reach? Speak to a wider audience? Then, partner with an influencer or complementary company.
An influencer promotes your business on any platform where they have authority. On the flip side, a complementary company helps you spotlight your business. You can host a joint event, design a collaborative collection, or feature each other on your websites. Leveraging all these partnerships is a reliable way to grow an audience.
#5 Trade Incentives for Engagement
It looks like a new social media platform springs up every six months or so. So, user engagement is now an important marketing strategy, despite the business’ size. You can offer incentives to potential customers to boost your online presence.
For instance, you can hold online contests for people to share your content. You can also give discounts or coupons for select products. A referral bonus to existing customers is another alternative. The more users share posts about your products or services, your reach expands.
Effective digital marketing requires you to think outside the box. You can pump microloans into your business all year. But it will fail without a proper marketing strategy. So, you must diversify your digital marketing strategy to benefit your small business. We put some tips together, so you can always refer to this guide anytime you need help.