nel to make a quick buck. The focus should be on cultivating a company culture that enables a business to maintain a diverse marketing strate- gy over the long-term. FROMTHE INSIDE OUT While it’s tempting to diversify by simply looking up the latest market- ing trends and pouring untold levels of time, effort, and funds into adopt- ing them, if you want to build true marketing success, it’s important to change from the inside out. By diversifying your workforce, your business will be able to maintain a comprehensive perspective that can span age, gender, culture, and any other major, industry-specific demo - graphic you may have to consider. This isn’t just a non sequitur appealing to greater diversity in the workplace. It’s a genuine call to cul- tivate a thriving work environment, and it can have very direct implica- tions on a marketing strategy. Diversity in the workplace has been shown to increase both innovation and productivity. This is largely due to the healthy friction that comes when those from different backgrounds and perspectives respectfully rub shoulders and collaborate. In other words, if your workforce is diverse, the healthy difference in perspectives that everyone brings to the table will naturally enable you to maintain a diverse marketing strate- gy as well. SOCIALIZE SMARTLY Utilizing social media to gener- ate online traffic is one of the most important digital marketing strat- egies currently available. It allows you to avoid an over-dependence on traffic (both paid and organic) from search engines — especially Google.
A solid footing on social media allows you to engage with an exist- ing customer base and use them as a launching point to find more social followers. However, make sure to invest in social media that is used by your customers. Don’t just post ran- dom content sporadically. Instead, focus on utilizing social media as a greater part of your marketing strategy by finding new leads, pro - viding customer service, and driving traffic to your site. This will provide ample opportunities to integrate your social efforts with your other marketing channels.
IMPLEMENT CHANGE WITH CARE
Finally, always consider when and how you will implement a change in your marketing strategy. While shifting your efforts in the name of diversity and cutting-edge methods is the way to stay ahead of the curve these days, you still want to keep your internal marketing team in mind when instituting changes. When you reorganize a process, method, or strategy to target your diversifying efforts, make sure to take steps to properly identify your goals, strategize your methods, and com- municate the plan with your team. While the specifics of a diversifica - tion strategy can vary wildly depend- ing on the industry, time, and place, the core concepts are universal. As you go about creating your compa- ny’s diversified marketing strategy, make sure to focus on developing that long-term momentum through things like diversifying your compa- ny culture, keeping everyone on the same page, and focusing on for- ward-thinking concepts like per- sonalization and social strategies. A positive foundation will help you promote and maintain a diversified marketing strategy for the foresee- able future. •
BALANCE PAIDAND ORGANIC CONTENT
Both social and website strategies can include paid ads, when neces- sary, to generate traffic for specific events where a large ROI is expected. However, you should also try to cultivate a following on social plat- forms as well as utilize SEO to create organic traffic for your website. This will enable you to build towards long-term organic growth. Both strategies are popular, and both should be utilized in a comple- mentary fashion. PERSONALIZEYOUR CONTENT One natural result of the tendency towards online marketing diversi- fication is the rise of personaliza - tion. The ability to track and process data in unprecedented quantities is enabling companies to personalize the marketing message for each individual customer. While still a developing trend, personalization is certainly here to stay, and it should factor into every marketer’s plans for the future.
Shawn Tiberio is a Marine Corps veteran, serving 10 years of honorable service in the United States Marine Corps. With multiple deployments over
the years and extensive training as an Ironman distance triathlete, entrepreneurship and mindset has become a must for Shawn. He is co-owner of Top Results Consulting, where he helps businesses and entrepreneurs grow and succeed. Check out his free master class and learn exactly how to target the correct prospects for your business at topresultsconsulting.com.
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