TikTok changed the way we market. Young people especially took to this platform. Companies had a direct way to influence a whole new generation that looked like nothing we had seen before. TikTok’s popularity skyrocketed. Overnight, it became ubiquitous with influencer marketing and entirely new and innovative formats for advertising. That said, with ever-increasing tensions between regulators and international politics, TikTok has come under scrutiny. Potential new regulations could lead to regional bans. Translation: it is more important than ever to diversify your customer advertising and acquisition channels.
What are the Risks of Overdependence on a Single Channel
Businesses that rely too heavily on one or two marketing channels face significant risks:
Regulatory Uncertainty:
As seen with TikTok, social media platforms can face bans or restrictions because of privacy concerns or government interventions.
Algorithm Changes
Platforms regularly update their algorithms, impacting organic reach and ad performance.
Audience Saturation
You are overexposing your audience to your content on a single platform, leading to ad desensitization. The audience you're trying to reach then might begin to disengage, become annoyed with your content, or (worse) start hiding your content from social media feeds.
Rising Costs
Increased competition on a single platform can drive up costs, diminishing your return on investment (ROI).
Why Diversification is Crucial
Diversifying your acquisition channels helps mitigate these risks and ensures the resilience of your marketing strategy. Here are some key benefits:
Reduced Dependency on One Platform
Spreading your efforts on multiple channels protects your business from the adverse effects of a sudden ban or policy change on any platform. This strategy ensures that your customer acquisition continues functioning, regardless of external disruptions.
Reaching a Broader Audience
Different platforms cater to diverse demographics and user behaviors. For example:
- If you're looking for visual storytelling, Pinterest or Instagram may be the right space. These two platforms are fast becoming the places where the youngest demographics shop.
- Professionals generally head to LinkedIn. This business-to-business (B2B) platform excels at helping working professionals share accomplishments, find work, and find employees. Consider utilizing their newest update that prioritizes video.
- Google Ads and SEO capture intent-driven traffic from people actively searching for your products or services.
- Email marketing and SMS provide direct, personalized communication. Expanding your presence across these channels allows you to engage with varied audience segments. These personalized communications help you cultivate your biggest fans.
Optimized Performance Through A/B Testing
A/B Testing is a method of comparing two or more versions of something to determine which performs best. Using A/B Testing, diversification enables you to test different types of content and formats to identify what resonates best with your audience. Insights gained from one channel can be applied to others, improving the overall efficacy of your campaigns.
Cost Management
Budgets are often at the forefront of people's minds during times of inflation. Having multiple channels you can rely on allows you to allocate budgets strategically. There will be no need to miss opportunities if costs rise on one platform; you can shift resources to more cost-effective channels without compromising results.
Stronger Brand Equity
A multi-channel approach increases brand visibility and builds trust. Customers seeing your brand consistently across different touchpoints enhances your credibility and reinforces brand recognition.
Steps to Diversify Your Acquisition Channels
Audit Your Current Strategy
Start by analyzing your existing customer acquisition channels. Identify which platforms deliver the most traffic, leads, and conversions and assess their vulnerability to external risks.
Experiment with New Channels
Explore untapped platforms and advertising opportunities, such as:
- YouTube: For video-based storytelling and product demonstrations.
- Email Marketing: For nurturing leads and driving repeat business.
- Affiliate Marketing: To leverage third-party endorsements and reach niche audiences.
Invest in Owned Media
Build channels you fully control, such as your website, blog, and email list. These assets are immune to third-party platform changes and provide long-term value.
Partner with Trusted Influencers and Businesses
Collaborating with trusted influencers or partnering with complementary brands in your industry can help you reach new audiences. These alternative forms of marketing can help you advertise without relying solely on traditional advertising.
Monitor Performance Metrics
Track key performance indicators (KPIs) across all channels to understand what works best. Continuously optimize your strategy based on data insights.
Get Prepared for the Future
The potential TikTok ban has been a wake-up call for businesses to future-proof their marketing strategies. While TikTok may remain an invaluable platform, it’s essential not to put all your eggs in one basket. By diversifying your acquisition channels, you can ensure your business remains agile, resilient, and positioned for growth, no matter what changes the digital landscape may bring.
Final Thoughts
It’s a great time to be proactive about the way we seek new opportunities and drive growth. Companies who want to remain competitive and avoid disruptions will want to embrace a multi-channel approach and keep an eye on the ever-evolving digital ecosystem. Remember, your customers are rapidly adapting; start exploring new channels today and build a marketing strategy that’s as dynamic as your customers!
