Maybe that email newsletter you started a few months ago has really taken off, and you’re getting new customers and re-orders by the truckload. [font family="Helvetica,Arial,sans-serif" size="26" color="DE0202" textshadow="0" alignment="center" weight="normal" style="normal" lineheight="110"]Yes! Ka-ching![/font]
That’s wonderful! Don’t mess with something that’s working, keep it up!
Just don’t count on it continuing forever. Having one campaign that works well for you in one particular media is great, but that can change in an instant, and you need to be prepared.
Stuff happens. Facebook decides to terminate your account. The local radio personality who was personally endorsing your business lands a new job in another state. Your website ranking plummeted when an aggressive rival moved into town.
There’s just too much risk involved in having one, solo marketing medium.
As your financial advisor has probably told you before – you need to [font family="Helvetica,Arial,sans-serif" size="32" color="DE0202" textshadow="2" alignment="center" weight="bold" style="italic" lineheight="110"]diversify![/font]
Diversity leads to stability when it comes to marketing. I’m certainly a big proponent of websites and Internet marketing, but that’s not the be-all and end-all of any marketing campaign. You’re very vulnerable if all your marketing efforts are online; that’s one of the reasons I started my direct mail, postcard marketing business a few months ago. By having more than one way to reach prospects, you not only minimize your risk, but you increase your exposure across a wider spectrum of customer media preferences.