As a woman-led small business owner, you already wear countless hats. From managing day-to-day operations to planning for growth, it’s easy to feel overwhelmed by the task of marketing and content creation. But here’s a secret that can help ease the struggle: The Law of Diversion—one of the 22 Immutable Laws of Marketing—can be a game-changer for your brand.
What is the Law of Diversion?
The Law of Diversion states that, over time, a category will divide and become two or more categories. A product or service starts off in one singular category, but as the market evolves, that category branches out into various subcategories. For example, think of how the phone industry started with simple landlines and evolved into a vast array of smartphones, smartwatches, and wireless communication devices.
When this shift happens, the companies that capitalize on these new categories—and don't try to force an existing brand into new spaces—can often lead in these emerging markets.
The Mistake of Stretching Your Brand
One of the common pitfalls women-led businesses face is trying to make their well-known brand stretch too far. Imagine you’ve established yourself as a top skincare company. You’ve built trust with your clients and your brand is synonymous with glowing skin. But as you expand, you decide to introduce a line of cosmetics under the same brand. While this might seem logical at first, it could dilute the focus and strength of your original skincare brand.
The key takeaway? Diversify your brand strategically rather than trying to fit everything under one umbrella. This ensures that each new product or service gets the attention and messaging it deserves without confusing your audience.
Timing is Everything in New Categories
Launching into a new category is about timing. Jumping too early can leave you waiting for the market to catch up. But being late means you’re playing catch-up with competitors who already have a foothold.
As a small business owner, you can leverage your agility by keeping a close eye on market trends. When you see a gap, act. It’s better to be early and take the time to develop your position than to miss an opportunity altogether.
How Does This Apply to Marketing and Content Creation?
If you’re struggling with marketing and content creation, you might be stretching your business too thin. Here’s how the Law of Diversion can help:
1. Don’t Try to Do It All
It’s tempting to jump on every social media platform and churn out content across all channels. But just like in branding, trying to stretch your marketing efforts too far can lead to burnout and a diluted message. Instead, focus on the platforms and content types that align with your brand’s core strengths and values.
2. Create Subcategories for Your Content
Rather than treating all your content as a single entity, consider breaking it into different categories or series. For example, if you’re in wellness, you could create separate content streams for fitness, nutrition, and mindfulness. Each category can cater to a specific audience, allowing you to tailor your message and build stronger connections.
3. Leverage New Trends
Don’t be afraid to explore new content formats or trends, but ensure it aligns with your brand. Video, for instance, has become a dominant force in digital marketing. If you haven’t explored video yet, now might be the perfect time to diversify your content strategy. However, remember that timing is crucial—make sure the trend you’re pursuing fits your audience and overall brand strategy.
How to Apply the Law of Diversion to Your Marketing Strategy
1. Focus on Your Core Offering: Before branching out, make sure your main product or service is solid and successful. Build a strong foundation before diversifying.
2. Look for Opportunities in New Categories: Watch market trends. Where are your customers' needs evolving? Is there an emerging category you could dominate with a new, targeted brand?
3. Avoid Stretching Your Existing Brand: Don’t dilute the power of your current brand by trying to fit everything under one name. Create sub-brands or subcategories that resonate with new markets.
4. Perfect Your Timing: Don’t rush into a new category because it’s trending. Be early, but prepared to wait and develop a strategic foothold in that space.
Elevate Your Marketing Strategy with InfluenceHer
At InfluenceHer Digital Marketing Solutions, we specialize in helping women-led businesses like yours navigate the complexities of marketing. By understanding the Law of Diversion and other core marketing principles, we can help you strategically grow your brand and content efforts without overwhelming yourself or your audience.
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