I promised I wouldn’t make my blog the same dry ass, jargon heavy content we have to sometimes do on Meta or Youtube to get our point across.
I want to really talk strategically about why you have to market on more than 1 platform even if:
- You barely have the time to market on the one platform you do use
- You don’t have a team
- You hate email, social media, Youtube, blogging, podcasting, Pinterest, LinkedIn (you should hate X because fuck that guy)
- You get all your clients from referrals
Oh, and let me start by saying, this isn’t a post about how YOu sHoULdn’T pUt ALL yOuR eGgS iN ONe bAsKeT
I hate the people who say that about marketing to business owners who don’t have a marketing person on their team, solo business owners, or women period because it’s not like you’re stupid.
You know you shouldn’t risk it all in one place, but my guess is you’re doing it because:
A. the one place is working
B. you barely have time for that one place so adding anything else isn’t even a thing (mentally)
I had this whole thought about this in my car while driving so I recorded it as a voice memo with hopes to record an official Instagram video or Youtube video with edits, cover graphics, and thumbnails, but you get the raw, real version (it’s better anyway 😌).
I didn’t want to forget this important point which is that diversifying your marketing isn’t really so much about being visible as it is about having varying opportunities to sell and convert at varying:
- levels of commitment to volume of content (how much or little you have to post for it to be effective)
- speeds (of conversion)
- volumes (of leads and sales)
- energy and capacity levels
- price points
The audio explains how diversifying your marketing to multiple channels allows you to make money and attract leads with all of the above holding true as well ⤵️
Listen to the audio (transcript at bottom of page):
Basically, this thought came up for me because the people who teach email marketing or like podcasts or Youtube are, first of all, the loudest of all about this diversifying and they’re usually saying it after Meta is having an issue so they can rub it in our faces.
The problem is, they’re right, they’re also just assholes about how they explain it and their motivation for trying to get you to diversify i.e. to buy their service, program, course 🙄
But they’re right and here’s where I’m going to explain it better as someone who actually doesn’t sell a service specific to one platform.
The audio explains it, but I’m going to use examples.
You know that $5K group program or $10K VIP Day or $2K strategy offer you have?
You only need to sell 1-5 of them to make good money, right?
So of course you’re fine marketing on one platform or even using the less risky ones like a podcast, blog, or Youtube because it won’t get banned (😮💨 TikTok 😮💨) and the algorithm isn’t trash so you don’t need to post a billion times to be seen (😮💨 Instagram 😮💨)…
And to find them lil’ 1-5 clients a month, you don’t even have to post that much content to get enough leads to sell to.
But what if you needed all 5 in 5 days?
Or this particular month you can’t run that program or host that VIP Day and instead you need to sell a $97 course, BUT you still have the same income goal as before…
You think your podcast or Youtube will always get you as many clients you need as fast as you need them?
And won’t!
If you only really market on social media, but then you don’t feel like showing up or actually couldn’t because you were sick or bereaving or something, wouldn’t it be nice if you still attracted leads and even booked clients because:
- People found your site from a Google search
- Your old Youtube video still gets plays
- Someone got your lead magnet and the funnel was funneling
That is why you diversify.
Not because these apps be playing in our faces and with our money…
But because life is just as unpredictable as they are.
Did I convince you?!!
Audio Transcript
Latesha Lynch [00:00:00]:
And then the second piece of content that I wanna talk about is why it’s important to diversify your content to different platforms. If you think about how there’s the people who tell you to be on those SEO long form content platform. So those are the people who are, like, harping on long form content. They’re telling you to blog. They’re telling you to podcast. They’re telling you to have the YouTube channel. That’s all fine and dandy. But, typically, those people are also expecting that you are selling something that doesn’t require you to have a high volume of clients.
Latesha Lynch [00:00:30]:
So, yeah, in a month, if you put out 2 really good YouTube videos and 30 people see it, if they’re spending that much time with you and they search for that thing, they’re looking for a solution, of course, they’re gonna buy. And if you only need 2 to 3 people max to hit your income goal for that month, every single month, yeah, you’re definitely gonna hit your revenue goal because you don’t have a high volume of needed clients at that price point. But guess what is going to happen? If you don’t have a boutique agency or an agency, then you are going to be at capacity. So there’s only so many of those big clients that you can take in a month. And if you ever want to scale or take on more clients, and you’re going to also have to have other things that are at different price points, which then mean if you ever want to, and maybe you’re sick or you don’t feel like doing that bigger thing that you only need the 2 to 3 clients a month to make your revenue. Now you need you have to sell something that’s a little bit lower, and now you need 10 to 15 clients. Well, that 1 to 2 YouTube videos ain’t gonna bring you to 10 to 15 because it’s typically only bringing you, like, 2 to 3 clients a month. Now what are you going to do? That’s what those other platforms are for because those other platforms allow you to still sell at different paces and convert at different paces and to bring in different volumes of people and nurture different volumes of people at different times.
Latesha Lynch [00:01:48]:
And what people aren’t telling you about multichannel marketing is it’s not just about diversifying where you are so other people can find you. It’s also about diversifying the pace that you convert. It’s about diversifying how often you have to show up, and it’s also about diversifying how many pieces of content that you have to produce. All three of those things are typically necessary for women entrepreneurs because those things change for us throughout the month. Sometimes I’m able to I have 2 very different offers. 1 offers 3 k, and 1 is 2.47. So if I’m focused on that 2.47 a month offer, then I’m going to need significantly more customers and clients than I would need for that 3 k offer. And I don’t always wanna sell that 3 k offer.
Latesha Lynch [00:02:33]:
I don’t always have the capacity for that 3 k offer. Even if I look like I physically have time and I don’t have anyone on my roster for that 3 k offer, I might be traveling or it might be the summer my kids are home and they’re gonna be home all day, and I don’t wanna do that offer. I need to do that 2 47 offer for the entire summer or throughout the entire holiday season. And if I’m only ever marketing on YouTube or only ever doing my podcast, and those things only typically bring me 2 to $33,000 clients, it’s never going to bring me the volume of $247 clients I need at the pace in which I need them in a month. So I am still going to have to switch up my marketing strategy. And I can’t start from scratch when I need that. I should have already had something established that I can then pick up and change the pace or change the strategy on immediately and get that volume that I need. That’s what diversifying your marketing to multichannel is for.
Latesha Lynch [00:03:32]:
When someone is trying to convince you to just be on one platform, they are not thinking about you long term, and they’re especially not thinking about women. They are not thinking about any business owner who is solo or a woman because we as solo business owners, if we ever get sick and our offer that we typically do is very dependent on us physically talking and having the energy to sit up and perform, then what the hell else are we gonna do except hopefully sell some passive shit that doesn’t require us to physically be there, but probably requires volume. And even if we say, okay. I’ll just pay for some ads. Do you have the budget for ads? Okay. Cool. You have the budget. What organic traffic, what organic piece of content are you using for the ad? All of those things matter.
Latesha Lynch [00:04:19]:
And usually, you need something organic to know what works really well for that paid ad to work. So that still required you to have a a short form platform to do that on or a piece of content that was already working well. And it usually needs email because you typically have to follow-up with some of the other people because everyone isn’t gonna convert because you still would need a bunch of content to get those people at the volume. And if you didn’t have an ads budget, then it’s like, now I gotta post a bunch of pieces of content or to take away some of the volume of pieces of content I have to do, I also need email to give me backup. This is what people are not teaching you about these things. They’re just telling you to be on all these platforms, and you’re getting overwhelmed thinking, well, I don’t really need to do that. Well, they’re not telling you why you should be there, and they’re not connecting it back to you and your specific needs. And then when they tell you they’re not telling you how to make it possible for you.
Latesha Lynch [00:05:22]:
They’re telling you you gotta do it. You’re like, well, I don’t have the capacity for that. And they’re saying, well, you gotta do it. And in fact, you need to post x number of times. That’s where they’re fucking up. They’re losing you because they’re telling you what the schedule needs to be and I’m telling you they shouldn’t be doing it.
