A recent article over at SEOMoz discussed the importance of diversity in your SEO strategy and it really got us thinking. The idea of diversity is important for your entire digital marketing strategy, from SEO to social media to email marketing. SEOMoz calls it diversity, but here at Astonish, we call it a blended strategy!
Blending your digital marketing strategies may be easier than you think. When looking to diversify, pay attention to your:
- Traffic Sources
- Point of View
Not only is it important to diversify your links to keep things fresh, but it’s also important to stay on the up-and-up with Google. You want to make sure that there is a variety of ways for visitors to get to you and you’re not putting all your eggs in one basket. If you’re getting the majority of your links from directories, try grabbing opportunities to guest blog with a local newspaper (Patch.com is great for this) or a local organization / chamber of commerce. Even the highest quality of link building tactic (PR, guest blogging, directories, etc.) can become low quality if you abuse it. Spread the link love and build your backlink portfolio.
Similarly to the places you have links back to your site, you want to make sure you have a variety of outside sources bringing traffic to your site. Whether you’re bringing people in from email marketing or social media, make sure you keep it diverse. If your agency is really strong on Facebook and you’re bringing visitors to your website from there, try integrating more focus on Twitter and Google+ and pushing visitors from those sites.
Point of View
Diversifying your point of view may be a little trickier than your links and traffic sources. For the most part, your point of view is who you are as an agency. But it also has to do with your attitude. You don’t have to change who you are and the message you send by changing your point of view, but rather just change your attitude. The insurance industry can be a tough market for content generation whether it is through email, blogging, or social media. One rut you don’t want to get into is thinking your industry is too boring for creativity – that is the WRONG idea to have! You have to approach your marketing efforts with a fresh perspective and passion for your subject matter. If you’re bored with your content, then your readers, customers, and potential customers will feel that way too. Sometimes you have to step out of your comfort zone to come up with new ideas – look at your agency as an outsider, go through some of your sales processes as if you’re a new customer, have one of your staff members explain to you why your agency is different and better than all the rest. Consider the things you’re doing within your community or for charitable organizations. A renewed positive attitude can do just the trick in triggering content ideas.
If you adjust anything in your digital marketing efforts for 2013, let it be the diversity in what you’re doing – make sure you’re using a blended strategy. The change up will pay off, giving you a new gusto for your marketing efforts, improved attitude, and in turn better interaction and engagement for your audience!