If your business relies on just one marketing channel or tactic to bring in leads, you’re playing a dangerous game. It might work for now, but what happens when that channel stops performing?
You know the answer. If you don’t have other ways of attracting customers, your sales pipeline could dry up overnight.
That’s why it’s crucial to diversify your marketing tactics. Here’s why – and how – you should spread your efforts across multiple channels.
Why All Lead Sources Eventually Go Through Ebbs and Flows
Some of you out there are probably saying something like, “Yeah, but I’ve been getting leads by doing X for years. It’s never failed me before – why would that happen now?”
It might not – now. But all individual lead sources eventually dry up or slow down. We’ve worked with businesses who came to us shocked that the way they’d gotten new clients for years suddenly wasn’t proving to be as effective. And because of this, they were panicking. They hadn’t had to think about how to get clients for a long time, because their only way was working… until it wasn’t.
We completely understand how this can happen. You get comfortable relying on something. It’s one less thing you have to think about. Maybe it’s word of mouth, Google Ads, or social media – it’s different for every business. But then, like a faucet being turned off, that channel fails you.
Why? There are all kinds of reasons.
Algorithm Changes. If you rely heavily on organic social media or SEO, a sudden algorithm update can drastically reduce your reach and conversions.
Ad Cost Increases. Paid advertising platforms, whether digital like Google and Facebook Ads or more traditional (radio, TV, magazine, billboard), often raise prices over time. If your business depends on ads and they become too expensive, you could struggle to generate new leads.
Platform Bans or Restrictions. Relying on a single platform is risky. If a policy change affects your niche or you get banned (even by mistake), your marketing efforts could come to a halt.
Market Shifts. Consumer behavior changes based on so many factors – think the economy, trends, new competitors, etc. What worked last year may not work now. If you don’t have multiple ways to attract leads, you’ll struggle to adapt.
Want to Stay Resilient? Diversify Your Marketing
The best way to minimize these risks is to have multiple marketing channels working for you at once. That way, if one slows down, you still have other ways to generate leads.
Here’s how to diversify effectively:
Use a Mix of Organic and Paid Strategies
Paid ads can get you faster results, but they aren’t sustainable on their own. On the flip side, organic marketing (SEO, social media, content) takes time to build but offers long-term benefits. The best way to get steady traffic and leads is to use a combination of both.
Leverage Multiple Online Platforms
Don’t rely on just one platform. If you use Facebook Ads, consider testing Google Ads or LinkedIn Ads, too. If you get leads from Instagram, also build a presence on YouTube or TikTok.
Don’t dive in all at once – that can be prohibitively expensive. Instead, create multiple accounts where you can use the same or very similar content and put it on every platform where you have a presence.
The bottom line is that expanding to multiple platforms protects you from any sudden changes that might occur on one of them.
Prioritize Owned Media
Social media and ads are great, but you don’t control those platforms. If they change the rules, your reach can disappear. Focus on building assets you own, such as:
- A website optimized for SEO
- An email list you can market to directly
- A blog or video content that attracts organic traffic
Network and Build Referral Partnerships
Many businesses thrive on referrals. Partner with complementary businesses or build a strong word-of-mouth system to bring in consistent leads. Networking and relationship marketing can be just as powerful as digital strategies.
Keep Testing and Adapting
Marketing isn’t a set-it-and-forget-it process. Regularly analyze your data and test new methods. If a channel starts underperforming, shift more of your efforts to another. Businesses that stay flexible survive downturns.
By spreading your marketing efforts across multiple platforms and strategies, you create a resilient, sustainable system that keeps leads coming – no matter what changes in the market. Need help figuring out where and how to diversify your marketing efforts? Get in touch for a free consultation today!
