If you want to grow your business then you are going to have to move beyond just using one tactic for your marketing. No business can truly grow by just using SEO or Facebook or Amazon in 2019.

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Good Morning.

My name is Duane and hello from beautiful Montreal. You may remember me from such conference stages as MozCon, BrightonSEO, HeroConf and SMX.

Today I want to talk about your marketing mix and the tunnel vision that some clients gets. We often see clients come in and say they want to focus on Google or just on Facebook or Instagram. Sometimes this is because it’s already a channel working well for them. Other times it’s the hot new shiny objective that every article says you need to be on. In either case, it’s a recipe for disaster and it’s going to limit the growth your brand is going to have in the long run.

When you look at the top 10 app or sites online and see it’s a who’s who of the usual suspects. You would be forgiven for thinking that we spend all our time on a handful of sites and apps everyday. However, beyond the majority of time we spend / app. We also spend a lot of time on sites, forums and in places that are not owned by Google or Facebook.

The problem with only advertising on Google and Facebook is you only show people your brand when they are in a Google or Facebook mood. The other issue is you putting all your eggs in one basket. You are making a bet that you can grow your business just on Facebook alone or just on Google alone.

Every business needs to diversify where they advertise online and make sure they are meeting people where they spend their time online. From forums catering to every niche interest online to Reddit and Quora, there are tons of places people spend online to fuel their interests. A good example is all these direct to consumer (D2C) brands. 

Many D2C spend all their time and focus on Instagram and as the ad market gets saturated with brands, it becomes more expensive to run ads. If the D2C brand does not look beyond Instagram and continues down the path of believing they can grow only on Instagram. There will come a point where their competitors pas them in sales and revenue.

The reason for this is because other D2C brands will diversify their ad spend beyond Google and look at Amazon, retail stores and other channels they can acquire new customers. You can not build a business if your only marketing channel is Google or Facebook. D2C brands will also look at retention and how they keep the current customers they have. That is it for this week. See you next time.