
When it comes to marketing, many small businesses make the mistake of over-relying on a single platform or strategy. While focusing on one channel might seem efficient, it can leave your business vulnerable to unexpected changes, like algorithm updates, policy shifts, or even platform shutdowns. By diversifying your efforts across several platforms and prioritizing those you own, you can create a resilient multi-channel marketing strategy that adapts to any situation.
Don’t Put All Your Eggs in One Basket
Imagine your business relies solely on social media for customer engagement and lead generation. What happens if that platform’s algorithm changes or your account gets suspended? The hard work you’ve put into building an audience could disappear overnight (looking at you, TikTok ban). Similarly, focusing entirely on paid advertising could become unsustainable if ad costs skyrocket. Over-reliance on any single channel is a gamble you can’t afford to take.
Diversifying your marketing allows you to mitigate these risks. When you have multiple channels driving traffic and engagement, the loss of one won’t derail your entire strategy. Instead, you can shift your efforts and continue reaching your audience.
Prioritize What You Own
One of the most important aspects of multi-channel marketing is prioritizing platforms and content you own. Your website, email list, and blog are assets you control—unlike social media accounts or paid ad campaigns, which are subject to external policies and algorithms. By investing in owned media, you ensure that your audience and content remain under your control. For example:
Your website serves as the central hub for your business, where you can showcase products, services, and expertise.
Your blog provides valuable content that drives organic traffic and positions you as an industry authority.
Your email list allows you to reach your audience directly in their email inboxes.
These owned channels are the foundation of a sustainable marketing strategy, providing stability even as other platforms evolve.
How to Implement a Multi-Channel Marketing Strategy
Building a multi-channel marketing strategy doesn’t mean you need to be everywhere at once. In fact, you shouldn’t be trying to do it all. Instead, focus on selecting a few key channels that align with your audience and business goals. Here are some steps to get started:
Identify Your Audience: Understand where your customers spend their time and how they prefer to engage with brands. This will help you prioritize the right channels.
Leverage a Mix of Owned and Borrowed Platforms: Balance your efforts between owned channels (like your website and email list) and borrowed platforms (like social media and paid ads). Use borrowed platforms to drive traffic back to your owned assets.
Create Cohesive Messaging: Ensure your brand message is consistent across all channels. This helps build trust and recognition with your audience.
Measure and Adjust: Use analytics to track performance across channels. Identify what’s working and adjust your strategy as needed to maximize results.
The Benefits of a Diversified Approach
If the risk of losing access to your content and the followings you’ve built on other platforms isn’t enough to convince you to diversify your marketing efforts, here are several other reasons why you should consider a more holistic, multi-channel approach:
Broader Reach: By engaging with your audience across multiple platforms, you increase your chances of being seen and remembered.
Increased Resilience: If one channel underperforms, others can help fill the gap.
Better ROI: A mix of tactics ensures you’re not over-investing in any single area, allowing for a more balanced and effective budget.
Improved Customer Experience: Meeting your audience where they are ensures a seamless and engaging experience, no matter how they interact with your brand.
Take Control of Your Marketing Today
Diversifying your marketing isn’t just a safety net; it’s a strategy for growth. By spreading your efforts across multiple channels and investing in platforms you own, you’re setting your business up for long-term success.
If you’re ready to build a multi-channel marketing strategy but aren’t sure where to start, Evergreen Marketing can help. We create customized marketing plans for each and every client to ensure strategies and tactics are tailored to drive results for your specific business. Let’s work together to set your business up for success, no matter what changes come your way. Reach out today to get started!