The digital world is in a constant state of flux. What worked yesterday might not be as effective today, and new platforms and strategies are emerging all the time.
In this dynamic environment, relying on a single marketing channel to reach your audience is like putting all your eggs in one basket – it’s a risky proposition. If that one channel falters, whether due to algorithm changes, shifting user behavior, or increased competition, your entire lead generation and sales pipeline could suffer.
So, what’s the solution? Diversification. In online marketing, this means building a robust “marketing mix.” Think of it as your strategic blend of different online channels and tactics, all working together to achieve your business objectives.
It’s about being present where your audience spends their time, with a consistent message tailored to each platform. This article will explore three proven, scalable ways to expand your online marketing mix, helping you broaden your reach and boost your return on investment (ROI).
Leverage Emerging Channels (Without Abandoning Core Ones)
It’s easy to get comfortable with what you know, especially if channels like search engine optimization (SEO) and email marketing are delivering results. However, the online landscape is continually evolving, and platforms that were once considered niche are rapidly gaining mainstream traction, even in the B2B space.
Think about the meteoric rise of TikTok, the engaged communities on Reddit, or the visual discovery power of Pinterest. Ignoring these could mean missing out on valuable segments of your potential audience.
Proven strategy
The key here isn’t to abandon your tried-and-true methods. Instead, adopt a pilot program approach. Dedicate a small portion of your budget and resources to experimenting with one or two emerging platforms that seem like a good fit for your brand and target demographic.
Continue your core efforts on established channels like search and email, which likely form the backbone of your current success.
Tactical example
A fantastic way to dip your toes into these new waters is by repurposing existing content. That comprehensive blog post you published last month? It could be transformed into a series of engaging short-form videos for TikTok or Instagram Reels.
An insightful industry report could become the basis for an interactive poll or a “ask me anything” session on Reddit. This approach minimizes content creation overhead while allowing you to test the waters.
Pro tip
Don’t fly blind. Implement analytics from day one for any new channel you test. Most platforms offer robust built-in analytics, and tools like Google Analytics can help you track referral traffic. Pay close attention to engagement rates, click-through rates, and, ultimately, conversion rates.
This data will allow you to quickly gauge the viability of the channel and determine if it’s delivering a worthwhile ROI before committing significant resources.
Integrate Marketing Automation with Multichannel Campaigns
As you start to engage across more channels, managing these efforts individually can quickly become overwhelming and inefficient.
Worse, it can lead to a fragmented and disjointed experience for your audience. Imagine a potential customer receiving a welcome email, then seeing an ad for a product they just purchased, followed by a generic social media post – it’s confusing and off-putting.
Proven strategy
This is where marketing automation platforms shine. Tools like HubSpot, ActiveCampaign, or Salesforce (and its Marketing Cloud) allow you to orchestrate sophisticated, automated customer journeys across various touchpoints, including email, SMS, retargeting ads, and social media. The goal is to deliver a seamless and personalized experience, guiding prospects through your funnel intelligently.
Tactical example
Consider a scenario where a user downloads a lead magnet, like an ebook or whitepaper, from one of your LinkedIn posts. This action could automatically trigger a 7-step nurture sequence. The first touchpoint might be an email delivering the promised asset. A few days later, a follow-up email could offer related content.
Simultaneously, retargeting ads could appear on other websites they visit or on their social media feeds, reinforcing your brand message and a relevant call to action. If they engage further, perhaps by clicking an ad, the automation could adjust the subsequent messaging.
Pro tip
To truly understand the impact of your integrated campaigns, implement lead scoring based on channel engagement. Assign points for different actions (e.g., email opens, ad clicks, website visits from specific channels).
This will help you identify which combinations of channels are most effective at nurturing leads and which touchpoints are most influential in the customer journey. This insight allows for continuous optimization of your automation workflows.
Expand with Strategic Partnerships and Influencer Collaborations
Building trust and expanding your reach organically can be a slow and resource-intensive process. Sometimes, the most effective way to connect with a new audience or gain credibility quickly is to “borrow” it from those who have already cultivated it. Strategic partnerships and influencer collaborations offer a powerful avenue for this.
Proven strategy
Look for opportunities to collaborate with niche influencers, complementary (but non-competing) brands, or micro-creators who have an engaged audience within your target market. The key is authenticity and relevance.
A partnership with someone whose audience aligns with yours can provide a warm introduction to a highly qualified group of potential customers.
Tactical example
Imagine a Software-as-a-Service (SaaS) company that provides project management tools for healthcare teams. They could co-sponsor a webinar with a recognized thought leader in digital health innovation.
The thought leader brings credibility and an established audience, while the SaaS company provides valuable content and exposure for their tool. Other examples include co-creating content (like an ebook or research report), running joint promotional campaigns, or offering bundled products/services.
Pro tip
Measurement is crucial for any partnership or influencer campaign. Use UTM tags diligently on all shared links to track website traffic and conversions originating from your partner’s efforts.
For more direct revenue-sharing arrangements, affiliate tracking links are essential. This data will allow you to accurately assess the ROI of each collaboration and identify the most fruitful partnerships for future engagement.
Read More:- Three Ways To Expand Online Marketing Mix
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Broaden Your Horizons, Boost Your Impact
Expanding your online marketing mix isn’t just about being everywhere; it’s about being in the right places, at the right time, with the right message.
By strategically leveraging emerging channels, integrating your efforts with marketing automation, and forging valuable partnerships, you can significantly enhance your reach and effectiveness.
Remember, the goal is diversification without overextension. You don’t need to conquer every new platform overnight or partner with dozens of influencers simultaneously. The key is a balanced and strategic approach.
Take a look at your current marketing mix. Where are the gaps? Which of these three proven methods could offer the most significant impact for your brand this quarter?
Choose one area to focus on, experiment, measure, and iterate. By continuously refining and expanding your online marketing efforts, you’ll build a more resilient and successful digital presence.
