8 Ways To Diversify Your Promotion Channels

Valeriia Pavlenko

Oct 13, 2021

If you only rely on one digital channel to generate leads and sales for your business, then you are very much mistaken. Notoriously known events, such as the Facebook collapse (6 October 2021: Facebook and subsidiary platforms, such as Instagram and Whatsapp ceased to function for 6 hours), clearly point out the need to diversify promotion channels not to drop out of the marketing game.

diversify marketing channels

A recent study by Criterio shows that 1 in 3 marketers finds their campaigns too dependent on Facebook, Google, or Amazon. The solution is on the surface: ​​you should diversify your marketing.

Diversification is an important investment concept. It reduces the risk of an investment portfolio without, as a rule, reducing profitability.

Thus, today we will be talking about the 8 best tactics to drive traffic to your website.

#1 Search Engine Optimization

Search engine optimization, or SEO, increases the position of a website in search results. The perk of SEO is that a system exposes your product or service to potential customers who are literally looking for such product or service, i.e., the warm audience.

SEO has a long-term effect, long-term effect, however, requires thorough work to bring the website to the top of organic search results.

One of the most effective ways to boost your organic traffic is to write articles. The more articles you publish and the more relevant the topics are - the higher your chances of attracting a potential client to your website.

#2 Contextual Advertising

These are ads that are displayed above the search results (more rarely - below and on the side) and on thematically related pages of websites - partners of search engines,- depending on your chosen keywords (that’s why such advertising is called contextual).

contextual ad

While search engine optimization is a long process, launching a contextual advertising campaign, for example, in Google, takes a few days. ​​The advertiser pays for every click on the ad, so it is important to cut off users irrelevant to your business and monitor the effectiveness of each ad.

The most popular PPC advertising systems are:

  • Google Ads

  • Microsoft Ads (aka Bing Ads)

  • Facebook Ads

  • Instagram Ads

  • Linkedin Ads

#3 Targeted Advertising

With the help of social networks, we can show advertisements not only in accordance with the user's search queries but also in accordance with his demographic characteristics and personal interests. Thus, aiming only at our target audience.

The most popular targeted advertising systems:

  • Facebook Ads (Facebook and Instagram Ads)

  • TikTok Ads


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#4 Referral Marketing

Referral marketing is about attracting new customers with the help of existing ones. The customer recommends a product or service to somebody, and they make a purchase. In this case, the recommendation is accompanied by a "referral link" containing information about the account of the one who will receive a reward for attracting newcomers.

#5 Affiliate Marketing

This promotion method involves webmasters who have become your partners to generate their own income. The essence of the tactic is to redirect traffic from partner websites to yours.

#6 Email Marketing

Good old email marketing is still one of the most effective promotion mechanisms. With its help, you can effectively communicate with your leads and customers, build loyalty and promote products or services

Click here to read about the rules of effective email marketing.

#7 Community Building

Community building and management involve creating a special “microworld” around the brand. The goal is to form a high commitment of the target audience coming from relationship building, and, as a result, strong emotional impact. The tactics are based on unification, sharing common values, and a common lifestyle.

#8 Link Building

Linkbuilding is the aggregation of links of a website for search promotion. However, link building isn’t simply about buying links. Rather, it’s a strategy that is used to obtain external links from quality resources.

Final Thoughts

All in all, you can choose one or two channels, or use all of them. The more tools are activated, the more chances you get to attract the right audience. Note: quality still shouldn’t be compromised.

It’s important to identify and track the key performance indicators, which will allow you to evaluate the effectiveness of each channel and tool. Luckily, we have an article to help you figure this topic out as well. Have great sales!

Written by:

Valeriia Pavlenko

Marketing manager

Oct 13, 2021

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