There is no one definite online marketing strategy that fits every business out there. Just like with any investment, you can’t put all your eggs in one basket. An effective online marketing strategy has to be diversified. If your business is focusing all its marketing efforts on a single marketing solution, you are doing more damage than good at this point. What happens if that one marketing solution stops producing results? What will happen to your business then? Your customers are not looking to just one marketing tactic; so why would you only invest in one? If you haven’t done any research on your target market and where they hang out, then how do you know your target audience ever even sees your business? Every online marketing solution is unique. You have to know which ones will work for your business and help you stay connected with your customers. You have to measure the results of each marketing solution you use so you can make adjustments.
Diversifying your online marketing strategy is basically risk reduction. No one would ever recommend an entire investment fund be put in just one stock. So, why would you put all your entire marketing strategy in one tactic? Businesses need to start thinking about videos, Facebook, Blogs, Testimonials, etc. as different assets. The most effective online marketing requires a diversified method. If you are going to approach online marketing single-mindedly it will never work for you. The only way your business will be successful online is if you choose to utilize a wide range of interrelated marketing tools. So, when an avenue stops generating business leads you can fall back on another possibility. Otherwise, you will find yourself spending all your time re-evaluating what went wrong, and desperately trying to find something quickly that will work for you. It is a cycle that will never end.