Nowadays, marketing strategies are constantly changing. From traditional advertisements to social media and now digital advertising, marketers have many options for getting their message out there. But what is the best marketing strategy for your business?
The best way to figure that out is by analyzing what you want to achieve with your advertisement campaign. If you’re trying to reach as many prospects as possible, the best strategy may be through television or radio ads. But if you’re looking for a more personal touch and increased engagement rates, then an online marketing strategy may be best suited for your needs.
If you’re in a pickle about where to start, here are the best marketing strategies to boost your brand.
Traditional Best Marketing Strategies
An example of a traditional marketing strategy is out-of-home advertising or OOH. This pertains to any advertisement consumers see outside of their homes. You might not notice, but this type of marketing strategy is still influential today.
In 2019 alone, the OOH advertising spend amounted to around $39.42 billion globally. So who says conventional marketing doesn’t work anymore? Try one of these best marketing strategies to get those patrons through your door.
1. Billboard advertising
In advertising, the Rule of 7 states that advertisers need to expose prospects to the marketing message at least seven times. This allows them to dissect the message slowly and take action, such as subscribing to the service or buying the product. And you might overlook your exposure to billboards when you’re driving back and forth to work daily.
However, a 2009 Arbitron National In-Car study states that 71 percent of consumers look at billboard messages on the roadside. But all billboard ads aren’t created equal. Having the right mix of visuals and copy is crucial to make consumers stop dead on their tracks.
According to the same study, 56 percent talked about a funny roadside billboard message. Also, 26 percent jotted down a business’ contact number or website address.
Brands go all-out when creating the best marketing tactics, especially billboard designs. Here’s one example from Panasonic for their nose hair trimmer product. They integrated poles and wires with the ad to resemble the chubby man’s nose hair.
2. Direct mail
Snail mail doesn’t belong in the past. To date, direct mail is seeing a comeback due to its creativity and tangibility. Consumers feel a sense of inclination toward a brand when they hold tangible advertising materials. And this makes direct mail ads more personal.
Fundera claims that 70 percent of customers say that direct mail has a more personal touch than other online advertisements. Additionally, direct mail accounts for the largest US local advertising spend, amounting to $38.5 billion!
And since 42 percent of recipients open and scrutinize the mail ads they receive, advertisers need to create the best marketing strategies, combining creativity and engagement. KitKat surely knows how to get consumers engaged by giving out free bars, coupled with a smart copy.
3. Flyers, posters, brochures
Apart from tangible forms of marketing, consumers also prefer face-to-face advertising. They claim that being face to face with advertisers is more interactive. It allows them to ask questions when necessary, and advertisers can also explain more about their products or services. There is no waiting period compared to some digital online strategies or billboard advertising.
Some of the most valuable print ads are flyers, posters, or brochures. Handing out these print advertising collateral offers extensive reach for marketers. Brick-and-mortar stores can leverage the power of handouts by positioning advertisers in areas with high foot traffic. These print ads will also come in handy during events or trade shows.
Brands might need the help of experienced graphic designers for the visuals. In marketing, color psychology is an ingredient to evoke particular emotions within consumers. Plus, professional designers know how to keep the layout clean and uncluttered while maintaining branding consistency. Here’s a perfect flyer example from Target.
4. Event marketing
The best marketing strategies are those that create a buzz — offline and online. One of the ways brands can create buzz is through event marketing.
Event marketing can boost your business in a myriad of ways. It refers to any event that offers entertainment to both consumers and sponsors for a more visible engagement. Also, with cut-throat competition, brands aim to stand out. And fun event marketing campaigns are key to gaining more leads.
Some examples of offline events are trade shows, seminars, charities, sports fests, conferences, intimate lunches or dinners. A Marketo survey shows that brands that organize over 20 events annually increased popularity by 17 percent.
Here are some tips to ensure a huge turnout for your events:
- Set realistic goals before the event
- Include a creative and interesting theme
- Promote your event on every offline and online channel
- Use the right technology to offer a seamless user experience and measure results
- Base ROI around essential key metrics such as attendees’ status, leads, and pipeline measurements
5. Guerilla marketing
The term “guerilla” instantly makes you think of conflict and rebellion. If you combine this concept with marketing, you get an unconventional form of advertising that varies among the rest on this list.
Guerilla marketing banks on the “element of surprise.” So think of ambush, sabotage, or raid advertising. This marketing plan dwells on catching consumers off-guard and leaving a memorable impact.
There are various types of guerilla marketing, and these are:
- Outdoor. This adds campaigns to pre-existing urban environmental aspects such as statues, lamp posts, or park bench chairs.
- Indoor. The same concept but applied to indoor urban environments.
- Event ambush. This pertains to surprising the audience mid-events to promote products or services.
- Experiential. Covers all the others, but it requires the audience to interact with the advertisement.
Mr. Clean leveraged guerilla marketing by painting one of the crosswalk strips bright white to show the product’s benefits.
Online Best Marketing Strategies
More than 90 percent of marketers deem digital marketing as an essential part of their strategy. Without a doubt, people are shifting to online means. From banking, shopping to consultancies and grocery deliveries, it’s no surprise why digital is all the rage these days.
Here are a few business marketing strategies to bolster your brand’s online presence.
SEO or Search Engine Optimization refers to ranking your website or content on SERPs (search engine results pages). Also known as “organic traffic,” SEO is one of the most affordable and best marketing strategies online, encouraging 64 percent of marketers to invest more time in SEO. Also, SEO drives 1,000 ++ more traffic than social media.
By strategically using keywords based on extensive keyword research, SEO specialists can make their content rank on the first pages of Google. SEO is divided into two categories: off-page and on-page.
Off-page SEO involves optimizing your content outside of your website. This can include gaining backlinks from authority sites with high domain and page authority scores. On the other hand, on-page SEO means optimizing your content on your website. This includes:
- Meta tags
- H1, H2, H3, H4 tags
- Including keywords on your slug or URL
- Optimizing your images
- Keyword density and synonyms
- Digestible information
- Updating content regularly
For example, if you try to rank for the keyword “best marketing strategies,” snatching the first spot on search engines is the holy grail of SEO. And if you get the “featured list” such as this Wordstream blog, then pat yourself in the back — you just aced SEO!
Compared to SEO, PPC is a faster method for ranking your content. PPC or Pay-Per-Click advertising works in the form of a bidding system.
Advertisers integrate keywords in their content, and Google algorithms gauge the content’s relevance to the user’s queries. Once the topmost relevant contents are chosen, the advertisers then bid for the cost per click.
The higher advertisers bid for the cost per click, the more chances they land the top spots. However, other factors matter such as quality, relevance, authority, and more. To give you an idea, advertisers can invest in PPC through Google Ads. And the average cost per click of Google Ads is one to two dollars.
A sponsored ad on search engines will have a small “Ad” indicator before the company’s URL — just like this Apple PPC ad.
3. Social media marketing
More than half of the world’s population is on social media. It’s not surprising why brands exert effort in bolstering their social media presence. One awesome post can go viral quickly, and this brings more revenue for the company. Here’s an infographic from Hootsuite to show you some social media statistics:
Whether you’re augmenting your followership base or garnering more leads for email newsletters, social media channels are excellent choices to achieve your objectives. Make your brand stand out on social media by creating unique giveaways, user-generated content, or participating in social media groups and forums.
Cadbury Dairy Milk surely knows how to keep its social media platform interesting. After reaching a million likes on their UK Facebook page, they wanted to thank fans by concocting a giant chocolate “thumbs-up” statue. They recorded a behind-the-scenes video that went viral and gained them 40,000 more followers!
4. Email marketing
Email marketing is also one of the best marketing strategies due to its personalization. Through analytics, brands can aggregate data and craft their email newsletters to cater to particular recipients.
Crafting email newsletters, though, requires expertise and strategy to compel recipients to make the next move. Here are some email marketing best practices:
- Know your target audience’s demographics and psychographics
- Make your subject line compelling
- Integrate a personal touch
- Keep it short and sweet
- Make it visually appealing
- Keep your branding consistent
- Segment your email list
- Include company website links, social media page icons, and contact information
- Showcase social proof (testimonials, reviews, ratings, case studies, etc.)
- Do A/B testing
Also, integrate a sense of urgency in your email newsletters, just like this example from Banana Republic. They included a countdown timer to instill the FOMO marketing within recipients.
5. Content marketing
Content means any online material such as blogs, videos, podcasts, eBooks, infographics, and other forms of original content. Content marketing dwells more on educating users about topics relevant to your products or services.
Knowing your target audience is a vital factor in content marketing. This way, you know how to craft your content that relates to your target market. In addition to that, ensure that you publish valuable, quality, and entertaining content so people will flock to your site whenever they need information about particular topics.
Coke did their content marketing right by launching a “Share a Coke” campaign and blasting it on various channels. This campaign encouraged people worldwide to buy their loved ones a customized coke bottle virtually.
6. Influencer marketing
Marketers consider influencer marketing as one of the most effective marketing strategies. Like some other online marketing campaigns, influencer marketing is measurable and affordable. Collaborating with micro-influencers can give startups and small businesses vast opportunities to promote their products and services.
Advertisers don’t think twice about allocating a marketing budget to influencer marketing. Survey says 19 percent of marketers spend around $1,000 to $10,000 annually on influencer marketing. At the same time, 18 percent of marketers spend $100,000 to $500,000 annually on this type of marketing.
Here’s Kylie Jenner promoting a natural detox tea program on her social media page.
7. Affiliate marketing
Did you know that 81 percent of brands leverage the power of affiliate marketing? Affiliate marketing benefits both brands and affiliate marketers. It works by including links within a particular content.
Brands collaborate with affiliate marketers such as influencers, YouTubers, or content creators to promote their products and services in their content. In return, these affiliate marketers get a percentage of the sales every time a customer purchases from that link.
A survey shows that half of US adults avoid online ads, and this is why promoting offers through other types of content is an excellent way to generate revenue for the business.
These best marketing strategies should give you a great head start to kick off your offline and online advertising campaigns. Investing in each strategy might take time and skills. But these days, there’s no shortage of free and paid online courses to learn new marketing tactics.