In today’s digital society, your customers are everywhere, using every channel they please – simply because that’s what’s most convenient for them.

This means that if your business is not present on at least some or all of your relevant marketing channels, then you’re losing out on a stack of opportunities to reach more potential leads and build brand awareness.

When you invest in digital marketing, you’re investing in the ongoing growth and success of your business for the future.

For this reason, it’s smart to treat this investment just like any other – and what’s the number one rule when it comes to investing?

Don’t put all your eggs in one basket.

In other words, you need to diversify your marketing investments to ensure that you’ll see real and lasting returns for your business.

How do you do this?

Well, diversifying your marketing is about identifying which channels your potential customers are on and directing your messaging towards these channels to engage and build leads to feed your funnel – and the best way to do this is with a comprehensive digital marketing strategy.

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Step 1: A digital strategy to provide your business with a baseline for your marketing efforts

In a recent post, I outlined the baseline tactics that you can expect to implement as part of your new digital marketing strategy.

These are the tactics that have been earmarked as the top priority for your business’ marketing efforts, simply because they are the bare minimum that you need to be executing on to ensure that your marketing maintains a beating heart.

These baseline marketing activities are:

• Content Marketing - creating social media content, writing blogs, and creating downloadable resources
• Creating social media content
• Writing blogs
• Creating downloadable resources
• Organic Social Media
• Email Marketing
• Google Analytics
• Managing your CRM
• Free Digital Partnerships & PR
• Basic Design Work

For more information on these activities, check out our 9-Step Digital Marketing Strategy Guide.

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Step 2: Introducing secondary marketing tactics to enable you to cover more channels

Once you’ve got your “baseline” up and running and you can see that it’s working effectively, your digital strategy will then recommend the implementation of additional marketing tactics to help you take a more omnichannel approach to your business’ marketing.

Depending on your business and customer type, these secondary tactics include, but are not limited to:

• LinkedIn Advertising
• Search Engine Marketing (SEM)
• Facebook Ads
• SMS Marketing
• Additional Email Marketing Journeys

It’s important to experiment with your secondary tactics and perform testing to determine their effectiveness over time. This can be done with confidence knowing that your baseline tactics are keeping your marketing alive while you find what else may work best for your business.

Then, you can expand your channel reach from there.

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Step 3: Growing your omnichannel marketing over time

It’s easy to feel overwhelmed by the idea of covering so many different marketing channels, but the reality is that the brands that get noticed are ultimately the brands that are present on every relevant channel and that engage with their audience regularly.

By understanding each type of customer you’re trying to reach, you can then determine where they are going to look for you. This enables you to fine-tune your direction and start creating customised content for each relevant channel to communicate more effectively with each customer type.

If you’re still feeling overwhelmed, you can always start small and build as you go. The most important thing is to keep growing your reach and covering more channels over time.
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Because, when it comes down to it, omnichannel marketing is king.

You can no longer rely on just one stream of traffic to gather leads. As a business, diversification is critical to your ability to achieve ongoing success in the ever-evolving digital landscape.

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Do you need help with strategic digital marketing for your business?

All you have to do is Ask!

At Ask Digital Marketing, we combine decisive digital strategy and managed marketing execution to help B2B service-based businesses build demand, establish thought leadership and own their industry through digital business marketing.

Stop waiting. Start building. Experience success.

Just get in touch with us and we can discuss your business to help you navigate the digital marketing landscape towards success.

Let’s harness the power of digital marketing today!

For more great marketing content, connect with our company leaders, Alexandra King and Stephanie King, or follow our Ask Marketing LinkedIn page.