This episode tackles the critical challenge faced by overwhelmed ecommerce marketers: diversifying their marketing mix beyond dominant platforms like Google and Big Tech, without sacrificing business stability. It provides actionable strategies to expand marketing channels and messages, reduce platform dependency, and manage time/resource constraints effectively for sustainable growth.
Key takeaways
Identify your core customers and where they spend their time online to prioritize new marketing channels effectively, rather than blindly adopting every new platform.
Implement a phased diversification approach, dedicating small, manageable budgets and resources to test new channels before committing to large-scale investments.
Repurpose existing high-performing content across multiple new channels, tailoring the format and message to suit each platform, to maximize efficiency and minimize content creation overwhelm.
Audit your current marketing stack and processes to identify areas for automation or delegation, freeing up resources to explore and manage new marketing initiatives.
Measure the incremental impact of each new channel on key business metrics (e.g., customer acquisition cost, LTV) to ensure diversification efforts are driving positive ROI and not just adding to workload without clear benefit.
We talk a lot on this show about diversifying away from Big Tech generally, and about diversifying away from Google, specifically. Which is great in theory. But it can be hard to do in practice. As one listener of the show said recently, “People are already overwhelmed with the amount of social media they manage.” Even if you want to diversify, it can be tough to find the time and resources and budget to make that happen.
So, what can you do? How can you diversify your marketing mix when there’s too much to do? How can you manage new channels and new messages when you’re already overwhelmed? And, most importantly, how can you reduce your dependence on Google and Big Tech without killing your business? That’s what this week’s episode of Thinks Out Loud is all about.
Want to learn more? Here are the show notes for you.
Diversifying Your Marketing Mix When There’s Too Mu
Frequently asked about this episode
What does this episode say about paid acquisition?
Identify your core customers and where they spend their time online to prioritize new marketing channels effectively, rather than blindly adopting every new platform.
What does this episode say about organic & seo?
Implement a phased diversification approach, dedicating small, manageable budgets and resources to test new channels before committing to large-scale investments.
What does this episode say about founder & leadership?
Repurpose existing high-performing content across multiple new channels, tailoring the format and message to suit each platform, to maximize efficiency and minimize content creation overwhelm.
What does this episode say about analytics & attribution?
Audit your current marketing stack and processes to identify areas for automation or delegation, freeing up resources to explore and manage new marketing initiatives.
What does this episode say about paid acquisition?
Measure the incremental impact of each new channel on key business metrics (e.g., customer acquisition cost, LTV) to ensure diversification efforts are driving positive ROI and not just adding to workload without clear benefit.
