Why Marketing Diversification Is Your Business’s Lifeline

Posted by Cucumber Helen |

If you’re advertising your business on Google, chances are you’ve received a notification regarding advertiser verification. This verification process is mandatory and typically takes about 3 to 5 business days for Google to approve. You’re given approximately a month to submit the requested documents for their review.

However, what happens if you miss the notification if your documents aren’t approved or if Google doesn’t accept the quality of the photo ID you provided (a true story)? Well, in such cases, Google will actually pause your ads until further notice. If you attempt to reach out to them, be prepared for slower responses due to the high volume of requests. This can spell bad news for your business, especially if you heavily rely on Google as your primary source of leads.

So, what should you do?

This is precisely why we always emphasize to our clients the importance of diversifying your marketing efforts!

Many of our clients are part of our all-inclusive marketing services, where we function as their marketing team and advisors, continuously monitoring the marketing landscape and providing guidance on where to focus their marketing efforts for business growth.

Keep in mind the age-old advice: Never put all your eggs in one basket!

Here are some advertising avenues to consider:

  1. Pay-per-click (PPC) advertising, including social media ads, Google ads, and LinkedIn ads. Test them all for your business and identify the most effective platform. However, always be ready to pivot your strategies if one of the platforms suspends your ads for any reason.
  2. Maintain ongoing brand awareness campaigns to ensure your business stays top of mind with your customers.
  3. Engage actively in social media to enhance brand visibility within your community.
  4. Develop and nurture your email list as a form of owned marketing. No one can shut down your email list, which remains a reliable means to reach your customers.

Be strategic in your marketing approach and diversify it to allow flexibility as your business grows.

Looking for fresh ways to increase brand visibility and leads to your small business? Get in touch with our marketing agency in downtown Vancouver. We always have chocolate!