How to Diversify Your Marketing Strategy

We love Meta advertising - it's honestly one of the best ways to generate new customers and stay in touch with past ones. But it's not the holy grail of marketing.

Unfortunately, we've seen too many businesses put too much of their eggs in the Meta basket, so that when an ad account goes down, the platform temporarily stops working for them, or costs start creeping up - it puts the whole business at risk.

So here are some of my other favourite ways to market your business. Everyone always says to just focus on one thing and get really good at it. Unfortunately, in the world of marketing you want to make sure you have several streams of good quality traffic, which is why having the right support in place can make a huge difference.

Let's get into it.

Email Marketing

A nice easy one. Email marketing is often under-utilised or abused, and very rarely do businesses get the mix right. There are two parts to getting this right: driving new sign-ups and sending effective emails with solid automations behind them.

You want to make sure you're sending relevant emails with excellent content, not just sending four emails a week for the sake of it.

Google Ads

Google Ads are fantastic for products people are actively searching for. It can be harder in the fashion space as competition is high, but if you have a searchable product like 100% cotton shorts, blood orange scented candles, or llama pot plants, it's worth giving it a go. Google Ads are also great for retargeting and pair really well with your Meta strategy.

Pinterest

I am obsessed with Pinterest as a consumer. For businesses, I love it for traffic, whether organic or paid. It doesn't always convert to sales as directly as other channels, but it's amazing for traffic and brilliant for building a brand. It works well in conjunction with email marketing, Meta ads and Google retargeting.

You need beautiful imagery, and if you're going to run paid ads, a solid organic strategy to back it up. It does require a lot of creative content, which is worth factoring in.

TikTok

TikTok has a broad user base that spans well beyond the younger generations, making it a legitimate platform for many eCommerce brands to explore. The key thing to keep in mind is that you can't repurpose polished content from other platforms here. It needs to feel native to the app, which can feel like a stretch if you're used to highly produced creative, but that's also what makes it work.

Influencers

We love a good influencer campaign. They can work incredibly well, but they're also difficult to get right, and you generally can't expect an instant return. Think of it as a longer term relationship-building exercise rather than a quick fix.

Things to consider: finding someone who genuinely resonates with your brand, ideally someone whose audience asks "where did you get that?" rather than just dropping heart emojis, and don't be afraid to test a few. You'll also get more value if you actually pay rather than relying solely on product exchange arrangements.

Competitions

A well-run competition is an amazing way to build your email list, drive brand awareness and, if done right, drive sales. Just be very careful about the prize on offer so you only attract ideal customers. Avoid generic prizes like iPads - you'll end up with competition hunters rather than potential customers.

Word of Mouth

Can you build in more strategies to drive word of mouth referrals? One of our favourite campaigns is asking customers to tag your store in their posts on Instagram, with a winner drawn each month. It encourages engagement and gets your brand in front of new audiences organically.

It's also worth having a solid review platform on your site, whether that's a basic plugin or something more advanced like Okendo. You can use that UGC to promote your business and keep that word of mouth momentum going.

Wholesale and Distributors

Not something we specialise in, but something some of our clients use to great effect. Can you wholesale your product or find distributors? It can be a great way to boost sales, though it does take work upfront.

Increase Your Return Purchase Rate and Average Order Value

One of the best things you can do to grow revenue is increase how often people come back and how much they spend when they do. Whether that's bundling products, offering incentives to buy more, or creating upsell opportunities at checkout, all of these can lift your average order value significantly.

Increasing repeat purchase rate takes a bit more work behind the scenes. You need exceptional customer service, a brand people feel connected to, and products that lend themselves to repurchasing or that have new releases worth coming back for.

So Where Do You Start?

We've covered a lot here, and I'm not saying go out and implement all of it immediately. But it's worth thinking about which channels you can start adding to the mix.

The worst time to start building a new marketing channel is when you desperately need one. These things take time, so start before you have to.