When choosing different marketing types for your brand or company, there’s always some uncertainty. Marketing involves a significant investment in time, effort, and money. You want to get it right from the first go. But in this bevy of options, you’re not sure what kind of medium is best for your brand marketing efforts.
Begin with your objective
Before you begin your business strategy, ask yourself, “What do I want to achieve for my brand?” Your objectives will define the medium you use to market and the communication you need to adopt. Look at your business objectives through the lens of your individual, company, team, and employee goals. These are the key pillars that keep your business afloat.
What are the types of objectives?
You should know what your business objective is, shouldn’t you? These objectives fall into some broad categories.
- Profit: Where you want to increase footfalls, sales, word of mouth, etc.
- Market Share: Where you want to see your business as the most significant player in its category
- Enterprise: Where you seek growth through financial and physical expansion
- Provision as a service: Where your business is perceived to be a service provider of choice
- Social Responsibility: Where you create positive change in the world through corporate efforts
- Customer satisfaction: Where you want to create joyful customer experiences
- Survival: Where you want to pull your business out of a crisis and watch it thrive
Whatever your business objective, there is one or more types of marketing that you can use to your advantage.
11 types of marketing: A guide to marketing strategies
Once you have thoroughly explored your business objective, you can choose the type of marketing that will suit your business best. Here are eleven marketing strategies in which you can indulge.
Everything we consume from brands is content. It may be an advertisement film, a random flyer, or even a fleeting Instagram Reel. Brands create content to convey the advantages of their services and products. Content needs to be attractive and compelling to work. It must offer value and tell customers something new.
Content for the sake of content can be counterproductive, as it dresses your brand up in a poor light. Think of content as bullets in your armory. The more you fire toward your target, the higher your chance of hitting the mark.
The world searches for things they want to consume or learn about online. Wouldn’t it be great if they discovered your brand in doing so? SEO, or search engine optimization, helps improve the rank of your brand on search platforms like Bing or Google. Maintaining a good SEO score requires long-term planning and consistent efforts.
You need to build your website and ensure it’s to perfection, which requires a rigorous auditing process where image tags, hyperlinks, and keyword references. The auditing ensures you remain compliant with best practices, which helps your brand on search platforms. The goal is to make it to the first page of Google when someone searches for the keywords you wish to target. After all, only 6% of website searches make it to the second page of Google.
3. Social Media
One would have to live under a proverbial rock not to notice the impact on social media branding on buying decisions. Facebook, Instagram, Twitter, Pinterest, and even professional social media like LinkedIn have a tremendous effect on customers' perceptions and get them to take an interest in what you have to say.
This type of marketing works because social platforms are accessed during leisure and with higher concentration levels. Newer social media channels are making the most of the full-screen real estate on phones to dominate customer conversations completely.
If you are a brand that has a finite audience and places its trust in details rather than just snappy headlines, then email marketing is a great strategy to adopt. You can personalize your emails by using interesting tools to address each customer by name. Emails are a high-involvement type of marketing because the chances of your customer reaching out to you via a reply or a website click become significantly higher.
Tools like MailChimp are a great way to reach your customers via email. One must be wary of “overmarketing” via emails. Customers hate dealing with too many promotional emails and may mark your correspondence as Junk or Spam, barring you permanently from their inboxes.
A relatively newer strategy, influencer marketing, is where successful profiles on social media, societal figures, and celebrities endorse your brand. You can launch influencer marketing with a single, famous influencer (whose worth is measured by the number of followers and interactions) or multiple, smaller influencers who trust the content they follow. In the case of the latter, interest areas are more nuanced.
Performance marketing is also called affiliate marketing. It is focused purely on driving purchases and earning a profit. Affiliates help push the brand’s communication and advertisement through their existing channels. Affiliates could be an individual, a platform for advertising, or even online real estate on platforms like blogs.
Are you a new brand looking for a more extensive target audience and more awareness? You can design acquisition campaigns to allow your brand to recruit new fans. Acquisition marketing involves getting customers to show interest in or follow brands, but only focuses on customer retention and service after that.
A classic case of acquisition campaigns is one on social media where brands invest in increasing their followers by running “Follow” campaigns. The acquisition can happen offline, too, through strategies such as pyramid schemes, which are unreliable and require higher investments.
Does your brand target people who are on the move but may not be looking down at their screens? Outdoor marketing is a great way to attract commuters driving their cars or peering out of the windows of their cabs. Outdoor advertising gives brands a sense of bigness and is excellent for top-of-the-funnel communication.
Because of its dependence on location, time, and other factors, outdoor marketing is expensive. Unlike digital advertising, it does not have a sure-shot measure of how many people have viewed the advertisement. It works best for launches, announcements, and limited-time offers.
No. Print isn’t dead. It continues to thrive across various customer touchpoints as a medium. Print communication, like outdoor advertising, is expensive because it requires higher production costs. The number of people who consume print content is dwindling, but the few invested in it are highly engaged and loyal.
Print advertising includes magazines, newspapers, flyers, and brochures.
This type of advertising is the most engaging because it includes sound, video, or both. Media advertising is considered an elite luxury for brands with the money to invest. This strategy includes TV ads, radio spots, cinema hall or stadium films, audio ads, and more.
Media is an exciting type of marketing because it indulges the senses of customers and gives them a glimpse of the mood of your brand and its tone in a human way. Creating memorable marketing through media channels is more straightforward than any other form of content.
Brands that want to create a bang and a high-involvement, intimate, in-person experience with their brands can try events. Organizing events is challenging as it involves all the above strategies to ensure maximum impact. You rely on sign-ups for your event, the active participation of customers during your event, and, most importantly, on customers taking the desired actions after the event.
Frequently asked questions about email marketing
What are some commonly asked questions about email marketing? Get your questions answered with these three FAQs.
1. What is email marketing?
The customers on your email list can be informed of new offerings, sales, and special offers through email marketing. It can also serve as a way to keep your customers interested in your brand in between purchases or to gently persuade them of the merits of your product. It's also open to being something in the middle.
2. What are the 5 Ts of email marketing?
Everyone knows that advertising helps strengthen businesses by expanding their customer base, raising the level of customer involvement, and, ultimately, revenue. The "5 Ts" of email marketing content strategy are "tease," "target," "teach," "test," and "track," and they are essential for creating a successful campaign.
3. Why is email marketing effective?
Using email marketing, you can easily keep in touch with your customers and website visitors on a consistent basis. Even repeat customers value hearing about new offerings and discounts as soon as they become available. Finding a new customer can cost up to five times as much as keeping an old one.
Whatever the mode of advertising you choose, back it up with the reasoning that justifies your buck. The marketing world is a playground where you pick the right sport to reach your goals for yourself and your brand.
Happy marketing to you!