The first installment of this 2-part series on diversity explained the role diversity plays in keeping systems resilient to adverse conditions. It does not matter if you sell coffee beans or design software; your enterprise is a system. As such, you can use diversity to maintain strong lead generation and extend your visibility; two traits healthy, sustainable businesses enjoy.

Let me explain with two practical examples.

Diversity Example 1. 

These days there is a colossal shift in the way consumers seek and absorb information. It's all about establishing a quality relationship while building trust and loyalty in a prospect. Some marketers go so far as to say traditional advertising methods are so fractured that they're worthless.

Does that mean you should scrap your newspaper and magazine ads? You could. Or, instead of chasing the trends you can use the best of both worlds. Use the large numbers of broadcast advertising to drive traffic to your content which will then work its relationship building magic.

In lieu of advertising to sell, advertise something that will help your prospect. Do you have information on your Web site they can download? Can you place your ad so it accompanies an article (with your byline) with helpful, authentic advice? Don't just advertise your name with a statement about how you care. Show them. Prove it with your actions.

Now you have a marketing strategy that uses diversity to strengthen its effectiveness across multiple touch points while positioning your company as one with integrity. 

Diversity Example 2.

A few months ago RainToday asked 200 buyers how they found their vendors and listed out the top 27 methods. Numbers 1 and 2 listed referrals from colleagues and other service vendors (in that order). Number 3 was personal recognition. What can a small firm do to achieve brand recognition and reputation? With number 4 on the list: In-person seminars and speaking engagements.

Once you get your speaking engagement how do you get people to attend? With referrals of course (numbers 1 and 2). But here's where it gets really interesting. The other most successful way to get people to attend is to send snail mail and email. But these tactics were listed as numbers 19 and 20, near the bottom of the list!

Now, if you are responsible for marketing you might think you'd be clever to only focus on the top 5 methods. But if you had limited yourself, your ability for one of those methods to be successful would have been hindered.

Obey the laws of nature and incorporate diversity into your business. Seriously, 4.6 billion years of evolution can't be wrong.   


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