If there’s one piece of business advice I want to scream from the rooftops, it’s this: You HAVE to diversify your ad spend. And then you have to diversify it again. And then you have to diversify it again.

If you don’t diversify your strategies — and you don’t focus on reaching a wide variety of audiences across a wide variety of platforms — you are selling yourself so, so short.

However, if you DO diversify your strategies, you can really sustain your momentum, increase your conversion rates, and create more touchpoints.

So, let’s chat about it. (Well, and better, let me show you HOW to do it.)

How to Diversify Your Ad Spend to Scale:

1. Have a presence on all platforms.
The best way to diversify your ad spend is by making sure you’re taking an approach across all 4 of the major platforms: Pinterest, YouTube, Meta, and TikTok. All of them have a unique opportunity to reach a different suite of audiences, and they’re all engaged in unique ways.

For instance, Pinterest ads are likely going to be found while audiences are looking for inspiration. YouTube ads are going to pop up while your audience is learning or enjoying something new. Meta ads are going to reach your audience on some of their most-used social platforms. TikTok ads are going to give you the chance to reach short-form content lovers in a way that can stop their scrolls very intentionally.

While you don’t have to have a HUGE presence on every platform — most businesses don’t necessarily have time for that — I do recommend employing at least a small strategy on all of them.

2. Prioritize video promotion.
If the thought of diversifying your actual content creation efforts themselves makes you nervous, I get it. That’s why I’d say to choose video as your main promotional creative. It can be re-used and re-formatted for a variety of platforms, and it’s designed to align with the visual, watchable kinds of algorithms that your go-to platforms utilize, which makes it a no-brainer.

Plus, you don’t have to reinvent the wheel! Instead, you can create one piece of hero content — think: a 10-minute video — and use different pieces of it across your different ads.

3. Segment your ads cross-platform.
While some of your audience may be on all 4 major platforms, some of them may not be… and this is a huge opportunity for you to reach NEW people! By thinking through your different options and segmenting your ads by either audience OR by offer, you can really spread your earning chances. Plus, you can learn how these other audiences react to your messaging and offers… which might just make you a LOT of money in the future.

—

And, my friends, there you have it — 3 easy, SIMPLE ways to start diversifying your ad spend… and, with it, your opportunities for success.

I’m here for you, and I can’t wait to see what you do with it!