Yes! You should diversify your ad strategy
LATEST UPDATE: May 31, 2022
In the age of social media and online influencers, it’s easy to lose sight of fundamental marketing and advertising objectives. Newcomers to digital marketing and small businesses alike tend to devote all their time and advertising efforts to one platform, whether it be Facebook, LinkedIn, or Instagram – you name it. This approach is not only risky, it can limit your level of social influence.
Here’s a shift in perspective. Think about your advertising strategy in the same way you might approach your investment portfolio. Don’t put all your eggs in one basket. Diversifying your ad strategy can benefit your marketing and advertising efforts in the long run. Here’s why!
1. ADVERTISING PLATFORMS ARE ALWAYS CHANGING
First off – let’s address the risk factor. The digital marketing arena is constantly changing. The platforms of today could be gone tomorrow. Much like your investment portfolio, putting all your advertising efforts into one platform poses a huge risk.
“No brand has success on a single channel. Since the IOS14 changes, brands living by Facebook performance scrambled to build to a multi-platform strategy. Everyone quickly learned a diversified ad presence isn’t just best practice, but it’s vital for growth.”
— Aaron Surloff, Co-founder and COO at Omnkey
In addition, algorithms and platform objectives are constantly changing, which can affect your level of exposure and engagement. For example, Sprout Social reported that Instagram users saw a 25% decrease in engagement levels in 2021, and many continue to report a shift in impressions, engagement, and numbers of new followers in 2022. Not only is it important to remain aware of the shifting environment, it is crucial to be open to new and innovative opportunities for advertising, which includes diversifying your portfolio.
“When it comes to branching out your advertising channels, it’s a matter of "when" not "if" you'll have to. When iOS hit in mid-2021, clients who had invested in other channels besides Facebook saw the least interruption and were able to continue to see leads and sales. To put it simple: a diversified strategy is a robust one.”
- Sebastian Agurirre, SFS’s Social Media Paid Advertising and SEO Specialist
2. YOUR AUDIENCE IS DIVERSE
Your customers aren’t spending all their time in one place – neither should you! If we think about a diverse approach to marketing and advertising in the physical world, wouldn’t you want to be seen at a variety of networking events, community gatherings, or social meet-ups? You should treat the digital world the same way.
Diversifying your advertising efforts to more than one platform will allow you to reach a variety of consumers that you may not have reached otherwise! Your advertising efforts should be as diverse as your consumer.
3. GREATER LEVELS OF SOCIAL INFLUENCE
Diversification means your audience sees your presence on more than one platform, creating greater levels of influence and trust. Not only that – advertising across different platforms gives your brand the opportunity to reach your audience at different levels of their customer journey.
Advertising across a diverse number of platforms gives you the ability to tailor your messaging to each audience. Ultimately, this makes your brand experience more relatable and intimate for those who are following along.
WITH THAT BEING SAID
1) Limiting your ad spending to one corner of the internet is risky. It is the equivalent of investing all of your money into one single bond or stock. Diversification is not only key to investing, it is also key to advertising.
Don’t put all your eggs in one basket.
2) Your people aren’t spending all their time in one place. Approach your ad strategy as if each platform was its own event. Showing up to a variety of events will allow you to reach new people who you may not have connected with otherwise.
Be as diverse as your audience.
3) The goal of marketing and advertising is to be seen, heard, and to make an impression on your audience. Building greater levels of trust and social influence starts with being seen. Don’t limit your viewership to a small space.
Expand your reach to expand your influence.
And lastly, in today’s digital world of influencers and emojis, it’s easy to become fixated on the number of likes and engagements, rather than quality of content and the likeness of those who engage.
LET'S MAKE WAVES
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SOCIAL FOR THE SOUL
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LET'S MAKE WAVES 〰️ SOCIAL FOR THE SOUL 〰️
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All The Best,
The Social For The Soul Team 💛