Your brand is so much more than your advertising.

Let that sink in for a moment.

Your story, your ethos and your reason for being in business is more than a Facebook post or a flyer and that's why the key to success for your brand is diversification and ubiquity. I hear time and time again people weighing up the pros and cons of Facebook advertising, google advertising and even print media as if they really can only stand on one platform but the truth is the more varied your strategy, the more segments you're going to hit. The more synonymous your brand is with the solution you're providing; the more loyalty and following you're going to foster.

68% of internet users in Australia have a social media profile and the frequency with which people check their platforms has also increased 24% in the past 12 months.[1] And this reach goes beyond just Facebook with leaps into LinkedIn, Instagram, Google+ Pinterest and Twitter[2] which means that you as a business owner have a myriad of options to talk to different audiences about who you really are as a business. And this doesn't even include the aged classics of print media, TV & Radio which are still viable options when combined with the pioneering digital strategies available today.

When thinking about what you want to achieve with your advertising strategy, ask yourself; who are your clients? If you were your client; where would advertising have the most impact? What stages do your clients go through before committing to a purchase? Can your brand be there at every stage? Look at ways to be creative in getting your message in front of your client at the right time. Engaging with them on social media, dominating the top page of Google with Adwords, SEO and Google+ and following up with them in email, remarketing and display are all brilliant ways to provide coverage and ubiquity for your business.

Is it hard work? Yes. Does it cost money? Yes. Is it worth it? Absolutely.

Don't be afraid to work hard to put your business and your brand everywhere. Back your digital presence up with local flyer drops, competitions, networking, free trials and demonstrations. Treat your advertising strategy as a living, evolving practice that spreads across all forms of communication. The more flexible and creative you are with your promotion, the better penetration you will get through your eagerly awaiting audiences.