Why Diversifying Your Digital Marketing is Essential

By Letitia Fealy, Lotus Optimisation. SEO and Email Marketing Specialist

There are now a myriad of ways to reach and engage with your target audience. But while the allure of social media may be strong – the exhilaration of social media virality is unparalleled – like all things, digital platforms come with their share of caveats. Building an entire business model on social media platforms is akin to building on borrowed land.

The Drawbacks of Solely Relying on Social Media:

1. Unpredictable Algorithms: A mere algorithm change can lead to a dramatic decrease in visibility. Remember when organic Facebook posts would easily make their way to most of our followers? Times have changed.

2. No Ownership: You don’t own your social media profile. It belongs to the platform. If they decide to shut down or remove your account, years of content could vanish overnight.

3. Oversaturation: With everyone vying for attention, the competitive landscape on these platforms has skyrocketed, making it harder than ever to stand out.

4. Changing Trends and Popularity: These platforms were once the pinnacle of social networking, but their decline is a testament to the unpredictable nature of digital trends. Facebook, which was once untouchable in its dominance, has also seen its share of challenges in maintaining user engagement in recent years. Relying solely on such platforms can be risky, as trends can shift almost overnight.

Given these challenges, diversifying your digital marketing strategy becomes paramount. So, where should you begin?

“Successful business owners don’t leave money on the table by placing their trust in platforms they don’t own.”

Diversifying your digital approach means leveraging various content marketing strategies.

Your Website – Your Digital Real Estate

Unlike your social media profiles, you own your website. It’s your little piece of the digital universe. The benefits of owning a website include:

Customisation: Unlike the uniform layout of social media, your website can be as unique as your brand. It tells your story the way you want to.

Credibility: A well-crafted website showcases professionalism, instilling trust in potential clients or customers.

Analytics: Gain deeper insights into your visitor behaviour, allowing for more tailored marketing strategies.

Search Engine Optimisation (SEO) is essential for any website. For service providers, focusing on SEO ensures that when someone searches for the services you offer, your brand shows up.

Local SEO – The Ace Up Your Sleeve:

For brick-and-mortar stores and local service providers, Local SEO can be a game-changer. Local SEO, or Local Search Engine Optimisation, is the practice of fine-tuning your online presence to increase visibility for location-specific searches. For instance, if someone in Dublin searches for “spa near me” or “Dublin interior designer”, Local SEO ensures your relevant service appears prominently in those results. It’s not about reaching a global audience, but about ensuring the locals – those most likely to avail of your services – find you easily.

Why Local SEO?

Hyper-Targeted Engagement: It’s all about reaching individuals actively searching for services in a specific locale. This precision can drastically improve engagement rates. Someone searching for “hair salon near me” is likely ready for a haircut.

Solidify Local Presence: Consistently appearing in local searches solidifies your reputation and builds trust within the community.

Optimal Resource Utilisation: Targeting a localised audience ensures you’re not wasting marketing resources on those unlikely to convert.

Beat the Competition: Many businesses, especially in Ireland, are yet to fully leverage Local SEO. It’s time to get ahead.

Interested in diving deeper into the world of Local SEO? Check out this blog on Optimising Local SEO for Irish Businesses on my website. Discover actionable tips to enhance your local visibility and engagement.

Branch Out

Email Marketing

It’s been said that the money is in the list. In an era where platforms come and go, your email list remains a tangible asset. Tailored newsletters, exclusive offers, and valuable insights shared directly to an individual’s inbox can foster loyalty and maintain a continual touchpoint with your audience. It’s an intimate channel where your message doesn’t get lost in the noise. With email:

You Own the List: Unlike followers on social media, you own your email list.

Direct Communication: There’s no algorithm deciding who sees your content. It goes straight to the subscriber’s inbox.

Content Marketing

At its core, content marketing is about providing valuable information to your audience, positioning yourself as an authority and resource in your field. It encompasses a range of mediums:

Blogs: A well-maintained blog is more than just a collection of articles. By sharing insights, news, and updates, you not only engage your audience but also position yourself as an industry leader. Additionally, consistent blogging is a gift that keeps on giving by driving organic traffic through boosted SEO.

Video Marketing: The power of visual storytelling can’t be understated. Platforms like YouTube reach vast global audiences, and by creating engaging, informative videos, you can make even the most complex topics understandable and relatable. Whether it’s tutorials, behind-the-scenes looks, or thought leadership pieces, video marketing offers a dynamic way to connect with audiences.

Podcasts: The rise of podcasting is a testament to its effectiveness in reaching audiences in a deeply personal way. Catering to those who prefer auditory learning or those seeking entertainment during commutes, workouts, or chores, podcasts offer a unique opportunity to delve deep into topics, conduct interviews, and establish your voice in the industry.

Betting all your chips on one platform can be risky. Diversifying our digital marketing efforts, grounding them in owned platforms like websites or email, and leveraging strategies like SEO and content marketing can ensure sustainable growth. Remember, while social media can offer a quick win, a diversified approach is the cornerstone of long-term success.