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

Your marketing mix and the tunnel vision that some clients gets stands in the way of growth. We often see clients come in and say they want to focus on a singular platform. Sometimes it’s Google, Facebook, or Amazon based on previous channel success. Other times it’s the hot new shiny objective that every article says you need master. In either case, it’s a recipe for disaster and can hinder the growth your brand could achieve.

When you look at the top 10 app or sites online, 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, we also spend time on forums and in places that are not owned by Google or Facebook.

The problem with only advertising on a singular plaform is that you can only access people using that singular platform. If you’re advertising on Google and Facebook, you only show people your brand when they are on Google or Facebook. The other issue is that you’re putting all your eggs in one basket. You are making a bet that you can grow your business just on Facebook or Google alone.

Every business needs to diversify where they advertise online and make sure they are meeting people where they spend their time. 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 are all these direct to consumer (D2C) brands.

Many D2C spend all their time and focus on Instagram. As the ad market gets saturated with brands, it becomes more expensive to run thesse ads. If the D2C brand does not look beyond Instagram, there will come a point where their competitors pass them in sales and revenue.

The reason for this is because other D2C brands will diversify their ad spend beyond Google and look to Amazon, retail stores and other channels they can acquire new customers. You can not build a business if you’re 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.