How to diversify your marketing without spreading yourself too thin

Are you a small business owner that wants to diversify your marketing but are worried about spreading yourself too thin? Diversifying your marketing is a smart business decision, but there is no doubt that if you aren’t careful you can diversify too much and end up spreading yourself too thin. It can happen, but it doesn’t have to happen. Keep on reading to find out how to diversify your marketing without spreading yourself too thin.

 

 

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HOW TO DIVERSIFY YOUR MARKETING WITHOUT SPREADING YOURSELF TOO THIN

 

Be brutally honest about your marketing resources

Before diversifying your marketing you first need to get brutally honest about your marketing resources. A big reason small business owners spread themselves too thin when they diverisify their marketing is because they try to do too much.

You need to think about how many hours you can devote to marketing on a weekly or monthly basis, and your marketing skills, knowledge, expertise etc.

If you only have 2 hours a week for marketing then aiming to release a new podcast episode, send out 2 emails, and post every day on one social media channel is unrealistic.

 

Select your marketing channels keeping the buyer journey in mind

When diversifying you have a lot of options. There are so many things you can do and that causes many business owners to pick too many additional marketing channels and thus spread themselves too thin.

To avoid this whilst selecting your new marketing channels think about how they’ll work in relation to the buyer journey. In the first instance you want to choose marketing channels that will strengthen the weaker part of your buyer journey.

 

For example, if right now you are only marketing your business on social media (side note: this is a very risky way to market your business. Find our more about why you shouldn’t rely on social media to market your business here) and you are able to successfully attract new people to your profile and nurture them. But you find converting them difficult then you’ll want to choose a marketing channel that is good for conversion such as email marketing. Whereas, if you are great at engaging and converting people on social media, but you have been struggling to attract new people to your profile then you’ll want a marketing channel that supports the awareness stage of the buyer journey such as optimising long-form content for search engines.

 

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Consider the lifespan of the content on potential marketing channels

 

The lifespan of content varies drastically depending on how you decide to market your business. A social media post has a lifespan anywhere from a day to a week, whereas a piece of long-form content that has been optimised for search can live on for years. And if you decide to run adverts they can run for months and months with minimal monitoring.

 

Whereas the lifespan of content is fairly obvious on most marketing channels there are some marketing channels where the lifespan can differ depending on your approach. For example, with email marketing you can send a newsletter which people will read on that day and a few days after. In many ways committing to sending a regular newsletter is as time-consuming as posting on social media. But if you decide to focus on setting up automated email sequences that you can have emails that you create once and that then run for weeks or even years.

 

If you don’t want to spread yourself too thin focus on creating content that will have a longer lifespan. This will mean you can get more value out of the content you are creating and not mean you are constantly having to create new content.

 

Have an integrated marketing strategy

When you diversify your marketing it is easy to find yourself in a position where you have a different marketing strategy for each channel or platform. This is especially true if you decide to work with a marketing channel or platform specialist. They’ll help you with that specific marketing channel or platform but not think about the other marketing channels or platforms. This means you’ll end up following multiple strategies (which is a lot of unnecessary extra work) and if you aren’t careful your strategies can actually conflict.

 

To avoid this you want to have an integrated marketing strategy. You have one strategy that works across all of the marketing channels and platforms. This way you can ensure that everything is working together and ultimately support the overall marketing goals and the main business goals.

Choose channels that work together and that you can repurpose content across

 

Some marketing channels work better together than others. By actively thinking about the marketing channels you choose when diversifying your marketing you can ensure you choose channels that work well together and that you’ll be able to repurpose content across.

 

Repurposing your content is a great way to ensure you diversify your marketing without spreading yourself too thin because even though you are creating a larger volume of content you aren’t starting everything from scratch.

 

Find out more about how to repurpose content across multiple marketing channels here.

 

WANT TO LEARN  HOW TO SUCCESSFULLY MARKET YOUR BUSINESS USING A MULTI-CHANNEL MARKETING APPROACH? JOIN SALES BEYOND SOCIAL.  Sales Beyond Social is a marketing accelerator where in just 6 weeks you’ll learn how to master having a multi-channel marketing approach (across email, long-form content, social and search) that increase visibility, clients and total revenue. Click here to sign up or join the waitlist.

 

Alternative – Hire someone to help you with your marketing 

So far I’ve concentrated on how to diversify your marketing without spreading yourself too thin when you are doing all of your marketing yourself. But you don’t have to do it all yourself. Following the information outlined above will give you the best change of not spreading yourself too thin, but it might be that the best option is to hire someone else to help you.

 

There are a number of different approaches. You could hire a social media manager (SMM), a virtual assistant (VA) or a marketing assistant. What is the right hire for your business will depend on what else is happening in your business. And also don’t forget that two people with the same title may have very different skill sets and help in very different ways. It is your responsibility to be clear about what you want someone else to do and then find the right person.

 

 

That’s it! You now know how to diversify your marketing without spreading yourself too thin. 

 

Diversifying your marketing is an important step, but not one to take lightly. If you just add in any, or every, marketing channel without thinking about it properly then you can easily end up in a position where you have spread yourself too thin.

 

But by following the information above you should be able to intentionally choose what marketing platforms and channels to add in whilst diversifying, and do it in an effective and manageable way.

 

Let me know in the comments what your biggest takeaway has been.

 

BECOME A MULTI-CHANNEL MARKETING MASTER BY JOINING SALES BEYOND SOCIAL.  Sales Beyond Social is a marketing accelerator where in just 6 weeks you’ll learn how to master using a multi-channel marketing approach that will increase visibility, clients and total revenue. Click here to sign up or join the waitlist.