Diversity is paramount in online marketing campaigns
With so many mediums for reaching potential consumers, online marketing strategies benefit from diversity. Diversity in content marketing is not hard to come by. Email, social media and websites supply companies with plenty of options for finding their audience.
According to Business 2 Community, diversity is about more than just multiple mediums. The same information broadcasted on multiple channels is not diversified content. What's important is to make sure that visitors are not seeing the same old story day after day. Marketers should work to incorporate video, infographics and other dynamic content into their online marketing strategy.
Track campaigns to ensure success
Diversity can be a gamble at first. Not everything that a company tries will increase leads. It is important that businesses have access to strong analytical tools so they can track the success of new campaigns. Over time, clear trends should develop around what is working and what isn't.
It's also important to take into account that different channels of online marketing are optimized with different content. Perhaps visitors to a website prefer to find video content, while social media users are more apt to click on links for articles.