As your investment advisor has told you, diversification is important. This advice also holds true for your marketing program. Successful companies employ a variety of marketing tactics in order to reach their target audiences in a variety of ways. If you are relying on just one or two things, you could be missing out on a substantial amount of business. 

Use multiple tactics 

A mix of tactics will enable you to both reach more people in general and reach some of these people multiple times. Plus, it often happens that a potential client sees the value of what you offer but doesn’t have an immediate need at the time. Your marketing mix needs to include tactics that will keep you top of mind for when the need does arise. 

While some of your marketing tactics will be ongoing (such as a blog, pay-per-click ads or participation in a business networking group), others will be used just to promote specific events, such as a product launch, webinar or sale. 

Repurpose/reuse content for multiple tactics 

If you’re going to put the effort into creating high-quality original content, try to get as much use out of it as you can. For example, once you write a blog you can send the same article out as an e-newsletter, pull snippets from it for social media posts and then use the blog content to create a podcast and/or video. In this way, one piece of content can be used in five marketing tactics. 

Reach out many times 

Depending on your business, you may need to reach people many times before they become comfortable with the thought of doing business with your company. In fact, a prospective client may need to notice you, hear about you, see you, listen to you, etc., at least seven times before they’ll buy. 

Look for synergy 

Be on the lookout for ways to make your marketing tactics work together. For example, if you have a newsletter, you can use it to promote an upcoming event in which you are participating. Your display at the event can then include a sign-up list for your newsletter. 

Be consistent 

Be sure that your branding and messaging – including your “look and feel” – is consistent across all of your marketing efforts. You want people to be able to recognize that it’s you and to become familiar with the products, services and benefits that you offer.