As Internet marketers, we have a tendency to hop on to the latest trends whenever they come up. Yes, it's crucial to keep in touch with the latest strategies, but that doesn't mean hopping on to every brand new shiny thing. Some strategies are all shiny on the outside, but when you look at the return on investment, it's terrible. Many trends also don't last. Many online business models either become ineffective or evolve. That's why it is important to diversify your online business.
Let's take social marketing for example. Twitter is all the rage at the moment. Some people have even started building their entire businesses around it! They get freelancing clients from Twitter or even use it as a traffic source. Well Twitter themselves don't have a real business model, they seem to be run non-profit. So do you think you are going to make thousands every month from using it? Only a handful of people in the world are probably doing so, so it doesn't sound like a place to stake your claim is it? Not to mention people go on to these social networking sites not looking for things to buy or searching for information; they go on there to socialize, so your conversion rates are typically very low.
Another example is search engine optimization. If your entire traffic stream is derived from SEO, then you have a big problem - you are not in control, the search engines are. If they do an update (as they have done many times before), it will shake up the order in the SE's and your site may be left floundering no matter what you do. It is just how the big boys do things. The status quo is hardly ever the same from day to day, so depending entirely on SEO is a dangerous thing to do.
I hope you now why you shouldn't develop tunnel vision, particularly when your business is maturing.
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