As a digital marketer in today's age it's important to know different marketing strategies that can help your online presence grow and differentiate your business from others on the web. The more strategies you know about the better marketing plan you can come up with.
In this article we will discuss the different marketing strategies for digital marketers that can help take your business to the next level. We will also discuss what kinds of strategies to avoid that can potentially have a negative impact on your business.
Before we dive into all the strategies it’s important, we define what a marketing strategy is and what kinds of things it should focus on. We will also look at how a marketing strategy differs from a marketing plan.
A marketing strategy is the underlying blueprint used by a business in order to gain exposure for their products, services and brand. It’s the method which is meant to find ways of reaching people and turning them into customers.
The marketing strategy features all the elements that a company plans to use in order to generate interest and traffic to their core business. Some of the most popular components inside a marketing strategy include:
These are some of the baseline elements of a standard marketing strategy and they are extremely important to consider when developing your marketing plan.
A marketing strategy should be constantly measured and monitored in order to be able to make improvements as changes develop in the marketplace. It’s important to do because the marketing strategy has a direct relationship to the marketing plan.
The marketing plan has a direct working relationship with the marketing strategy. The marketing strategy gives direction to the marketing plan on what components it plans to target and the different methods it will use in order to accomplish its goals. The marketing plan will then develop the types of activities it plans to do in order to drive interest and demand for products and services.
The marketing plan functions as the procedural structure which describes the type of advertising strategy a business will execute to attract clients and generate revenue. It will detail the type of advertising campaigns it will engage in and over what period. The marketing plan will also set its budget and the kinds of revenue it can expect to have from its related advertising channels. This is typically done through careful market research and market testing.
Once a marketing plan is live and running a company needs to be able to track which channels are bringing them the highest revenue. This is done through a process known as split testing and it’s a crucial part for all marketers to understand and master.
So now that we have defined what a marketing strategy is and how it works alongside a marketing plan, let's dive into some marketing strategies for digital marketers that can improve the state of your business.
As the internet continues to grow and change, traditional marketing tactics are becoming less effective at engaging people's interest. Content marketing includes things such as informational articles, e-books, instructional videos, webinars, online training and more.
Content marketing is meant to give people answers to very specific questions and provide them with value that they can’t get somewhere else. It’s a very effective method to explain your product or service to a potential customer who has a problem that they want solved. Content marketing is very effective when it comes to selling software.
If you happen to be skilled at using a piece of software like Clickfunnels for example, you can create educational content around the software and promote it as an affiliate. This is where content marketing can grow businesses to the next level. If you are a credible and authoritative person online, you can create educational content about a topic or service and get compensated for it in return.
If you're not that well-versed with content marketing, reading this guide by Content Mavericks may be a good start.
Further Reading: How to Explain Content Marketing to Anyone
Influence marketing has exploded in recent years with the rise of Instagram traffic and the high value engagement it can provide to a brand. It involves collaborating with an online influencer, typically a single individual who has a large social following and working with them in order to promote your products or services.
Influencers can be a great way to get immediate exposure to your brand. It’s also worth noting that the audience engagement can be quite valuable because influencers have taken time to establish trust and rapport with their audience.
So, if an influencer decides to promote your brand, product or services, their audience can have an overall positive response to working relationships. Some of the most popular online platforms to find influencers who already have built an online audience in a specific niche include:
One small post on someone’s Instagram can skyrocket your sales overnight. If an influencer with 1 million followers puts a post-up promoting your brand or product and even 1 percent of that audience decides to checkout your website or product, that is 10,000 eyeballs seeing your brand almost instantly.
Inbound Marketing is the practice of building your brand and business through the process of building relationships with customers and prospects. It’s all about providing them meaningful value through a careful one to one approach.
Inbound marketing is most commonly seen through the use of creating some sort of content that drives people to your website rather than directly advertising the products you have for sale.
The content guides you through the use of a product, service or application with the intent of directly building a working relationship with you. If correctly executed an inbound marketing strategy can increase your customer retention significantly. The inbound marketing process can be broken down into three steps:
1. Attention/Attraction: Bring in prospects by providing them valuable content and have a genuine conversation with them about who you are and how you can help them with their problem.
2. Teaching/Engaging: Show the prospect your level of expertise in the field or with the product and explain to them what you can directly do to help their situation out
3. Support/Follow Up: Provide your newly converted customers to successfully implement your teachings and follow up with them to track their progress.
Inbound marketing can be more time consuming but it has the power to help you retain customers for much longer. It can also help your brand establish trust amongst people who are just discovering you. Once your customer feels like they have received valuable work from you they are more likely to refer you to others.
Tool to check is Hubspot, it is known for its great inbound marketing options.
There is more than one way to implement an inbound marketing strategy into your overall marketing plan. Some of the most common ways include:
These are just some of the methods used by people who want to think about incorporating an inbound marketing strategy inside their business.
Outbound marketing is typically referred to as the cold method of marketing. It’s the method of seeking customers through indirect sources and casting a wide net hoping to catch people who are potentially interested in whatever it is that you are selling.
It’s not as effective as inbound marketing and can be quite costly if you don’t have a concise strategy in place. It’s also much harder to track and scale if you don’t have a sales team behind your organization to constantly chase business. Some of the most common forms of outbound marketing include:
These all revolve around the method of hard selling and require you to have the necessary sales skills to be able to bring in leads and convert them. Depending on the type of business you are in, outbound marketing can have its limitations.
SEO marketing is the practice of optimizing your websites content and information in order to attract organic search traffic from search engines. There is a ton of work involved in order to actually start receiving organic search traffic from search engines such as Google or Bing.
You must be willing to patiently build high quality and relevant content for users in order to get your website to rank high in search results. Typically, it will take a brand-new website approximately 6 months to a year to start receiving organic search traffic from search engines. This will depend on how well your content is optimized for SEO and the quality and relevance of your content. Some of the activities involved in SEO marketing include:
These are few of the popular methods used by SEO pros in order to gain organic search engine traffic to their website in order to grow their business. You should definitely have an SEO marketing strategy inside your business if you want an organic and consistent source of traffic to your website or product offering.
Tool to check out for SEO: SEMrush
Relevant Blogs: Keyword Research & Re-optimizing content for SEO
It’s no question that video is at the forefront of marketing. This isn’t a new subject and it's becoming more and more important for brands to develop a strong video marketing strategy into their overall marketing plan. If you aren’t incorporating video inside your marketing plan, you will quickly fall behind.
Video marketing is a great way to promote and market your products and services in order to increase exposure and engagement on your digital media and at the same time educate your prospects and reach new audiences.
In recent years there has been a surge in the use and overall popularity of video content as a form of marketing online. People have been building their own YouTube channels and are able to grow them at an unbelievable pace.
Video marketing can also be a much more creative and entertaining form of marketing than other traditional methods. It’s much easier to engage people through a video ad than any other ad form online. Some of the different types of video content that brand are creating for their marketing strategy include:
These types of videos have the ability to grab and retain the attention of an audience much more effectively than any other form of marketing. Humans by nature are very visual creatures and video marketing is an important tool to help your brand and business gain their interest and attention.
While you might create the best videos out there, it’s important that your consumers can watch them in every environment. Make sure to add subtitles to videos, so that the viewers can watch them even without audio.
Niche marketing is a marketing and advertising strategy which focuses on one specific target market.
Instead of trying to cast a wide net and marketing to everyone, niche marketing focuses on one specific target market, segment or demographic. Some elements of niche marketing include:
Niche marketing provides a benefit because it gives brands the ability to differentiate themselves from other competitors in a similar space. It allows brands to become experts in a specific field and provide the utmost quality for a product or service. Niche marketing can empower brands to provide more value, build stronger relationships with clients and become an authority figure for its target business.
Further Reading: Examples of Niche Marketing
As the name implies, mass marketing is the advertisement and promotion of a product or service to a wide audience of people. The goal and intent of mass marketing is to try and appeal to as many people as possible by casting a wide net of marketing. It’s essentially the opposite of niche marketing.
To understand mass marketing, you have to understand yourself as a consumer. What are some of the most commonly purchased items in your household? What kinds of brands do you constantly see advertising to you on tv, radio and billboards? Once you begin seeing yourself as a consumer you will begin to understand mass marketing.
The types of companies that participate in mass marketing tend to have huge marketing budgets and an array of marketing teams and vendors to make it happen. It tends to be marketing done for items that you tend to use on a regular basis This includes large scale brands such as:
These are just a few of the many companies that participate in mass marketing. They’re not targeting a specific consumer. They are marketing to anyone and everyone who happens to have a need for those products. Mass marketing is extremely important because it has the ability to generate revenue for big time brands and companies that supply everyday essential items.
Guerilla marketing is a unique form of marketing which uses the element of surprise and shock to get the attention of an audience. The intent of guerilla marketing is to leave a lasting impression on an audience about a brand, product, or service through very unique and shocking marketing techniques.
This type of marketing strategy sets out to create campaigns with an unconventional twist which are meant to catch people off guard and cause them to really think about what it is that they are looking at.
Guerilla marketing campaigns can be extremely effective at making a point about a controversial topic and stirring up drama in the news. The most successful guerilla marketing campaigns have a very bold and clear message and can become viral overnight.
Another benefit is the fact that they can be extremely cost effective while providing tremendous value to a brand. It’s meant to highlight facts and opinions in a way that is meant to invoke serious thought.
The great thing is that it can be used by a company during any stage when they see fit. It can help new companies drive immediate attention to their products, services or message and it can even help old and established companies remain relevant.
Social media marketing is a great tool to add to your marketing mix arsenal. Most customers are already interacting with brands on social media in one form or another. Every business should be communicating with their customers through social media platforms like Facebook, Instagram, Twitter and even Pinterest.
Having the right kind of social media marketing strategy can bring highly targeted traffic and success to your business. It involves the sharing of content about your products or services and any sort of update on your brand or business. Some popular forms of social media marketing include:
These are a few of the ways you can interact with your audience through some of the most popular social media channels. It creates a more intimate connection with your audience and it’s a great way to let them know the current state of your business and what kind of future plans are in store for your brand.
It’s a very cost effective way to engage with your audience and increase the online presence of your brand and business. It’s also a great tool to raise awareness for current events and can help establish a strong brand identity for your business.
Reading tip: What are the best social media tools for Marketers?
With these 10 marketing strategies you should be able to grow the digital presence of your business and build a strong brand. In order to ensure the success of your marketing strategy you have to find one that is a strong fit for the type of business you are in. Not every marketing strategy mentioned here will yield a positive result for your business. It’s important to find one that aligns with the goals and missions of your business.