Written by:
Justin Rolfes
Founder / CEO

The Importance of Diversification

What’s more satisfying than a big-ass holiday meal? A table with a giant, glorious, golden turkey… pots of mashed potatoes… even the green beans make you want to happy dance right there in your chair. And the pumpkin pie? Fuggeddaboudit. And you can’t forget about those special touches — maybe Grandma knows just how to perfectly season the bird, or Dad puts that extra half-stick of butter in the potatoes that makes them perfect.

The ingredients may change, but the essential elements are always there. Meat, potatoes, vegetables, dessert. And what’s the key here? Those dishes are consistent, they’re done well, and together they make up a damned tasty dinner situation. The kind of meal people will always come back for.

What if your marketing strategy was as satisfying as that big-ass, delicious meal?

A solid, effective marketing strategy isn’t much different than that table full of food. You can’t simply have one element to it — do you think people would show up for a single pot of mashed potatoes? You might have more luck with just the bird… but five bucks says people will find somewhere else to go next year. So where am I going with this?

To execute effectively you’ve got to diversify your marketing strategy — specifically the channels you use.

Alright, it’s time to make the connections: This meal I’m talking about? It’s your marketing strategy. The turkey? It’s the marketing channel that’s most important to your brand. Perhaps it’s your website … maybe it’s Instagram… it could even be face-to-face networking ... either way, it’s the big kahuna. The channel that is most easily-accessible to your target audience, the one that your ideal demographic prefers, and the one that makes the most sense for your business. Forgetting this outlet would cause worse than mutiny — if you leave out the main course, no one’s going to show up. This channel needs planning, cultivation, and consistent activity.

But.

You can’t stop there. What if someone’s a vegetarian? You can save this situation by providing options that are palatable to a few different types of dinner guests — I mean demographics. If you only use one marketing channel, you’re going to miss out on all the potential customers out there who choose to use a different option.

Let’s talk about Vine.

If you’re not familiar with the platform, Vine was a video hosting service that let users create six second looping videos. The six second time constraint presented itself as something of a creative challenge to users, and the platform exploded in popularity. Certain online personalities became viral phenomena, simply based on the popularity of their “vines.” Many brands and online stars put all of their eggs in the Vine basket, and used it as their sole marketing channel.

In 2012, Twitter bought Vine for an alleged $30 million. By 2016, the social media giant announced that users would no longer be able to upload content to the Vine service, and by 2017, all vines were banished to an online archive, destined to entertain without any hope for growth.

Let that sink in for a minute. We’re not talking about Vine being a main marketing channel, we’re talking about entire brands being built around it. Brands like this were forced to either completely overhaul their business model or dissipate into the ether.

This is the risk you run when you don’t diversify your marketing channels.

Treat each channel as a separate entity.

It’s going to be tempting to spam out the same message to each of your different marketing channels, but you’re going to have to nip that in the bud. There’s a reason people are active on certain channels and choose to ignore the others: different people like different things. Instagram is primarily visual — so you’re going to need stunning images that communicate your brand. Facebook — while also a visually-charged channel — is better-suited for longer posts and the opportunity to fit in more words. LinkedIn is a highly-professionalized platform, and isn’t going to benefit from a meme you made about your cat.

And that, folks, is the issue. If you send out the same message, word-for-word and picture-for-picture, to Facebook, Instagram, and LinkedIn, your brand is going to look like a hot mess. What you can do, however, is repurpose the same message and customize it to each platform. This keeps your branding consistent and your efforts as minimal as possible.

Customize each post? Won’t that take FOREVER?

Maybe not forever, but it is going to take some time to do it right. That’s the point. Here at Mirata, our goal is to create a marketing strategy that most effectively fits your business at the stage it’s in right now. If you’re in the startup/small business phase and are doing all the social media yourself, combining a stellar website with well-run Facebook and Instagram accounts is one of the best places to start. Prioritize your activity to what you can commit to keeping up with; it takes effort to build and maintain a following. And remember the golden rule: It’s better to crush it with a few things than be mediocre at a lot of things. We’ll help you find a routine and strategy to post consistent, awesome content for each platform, and we’ll help you add new ones when the time comes.

Businesses at larger stages often have the manpower to sustain even more marketing channels, and we’re able to help them, too. It’s all about staying true to your brand while paying the proper attention to each of the demographics you’re targeting.

Which channel is your brand’s main course? Which side dishes will enhance the meal?

We’re back to the dinner table again, with that big, glorious bird. Just like the first time you host an important meal at your place, you want your offerings to be memorable. You want people to tell their friends how stellar it was, and — most importantly — you want them to come back year after year.

Research your target audiences. Choose the channels that will let you bust through the competition. Commit to being awesome.

About Mirata Marketing

Mirata Marketing is a full-service marketing agency innovating the way businesses and marketing agencies work together.  Using our unique approach, the Mirata Advantage, we are able to provide expert level service in everything from marketing strategy, branding and logo design, website design and development, digital advertising, and so much more; all in an effort to provide the professional help that is not typically accessible for most businesses.  Make Mirata Marketing a part of your team and help us Evolve Expectations. 

About the Author

Justin Rolfes has spent his 10 year career in marketing leading teams through successful strategic marketing campaigns.  Having spent time on both the agency and client side of the desk he has a unique perspective into not only what tactics to execute, but also how to execute them to achieve results beyond the traditional marketing metrics.  Justin’s experience ranges from start-up businesses to Fortune 300 companies, with that experience coming in multiple industries.  Justin holds a B.S. in Business Administration as well as a B.S. in Sports Administration from the University of Nebraska at Kearney.