In recent years, marketing has experienced an unimaginable transformation. Today’s marketers and business leaders are forced to do more with less while still differentiating themselves from their competition. As the marketing landscape continues to expand and new audiences emerge, so too will best practices. To stay on top of their game, companies need to be ever-more proactive, resourceful and vigilant about adding new skills, methods and tactics to their playbook.
Planning and marketing tactics
Successful marketing doesn’t happen on its own. To get results, businesses need a written plan. Without it, companies will spend more time, money and energy than necessary. While the planning process takes time and effort, it’s well worth the investment. An integrated and effective marketing plan consists of a variety of tactics for communicating with your target audiences. There are hundreds of types of marketing activities and approaches available. Here’s a guide to help you determine what to use.
- Advertising: Whether print or digital, advertising may be an effective part of an integrated marketing plan.
- Affiliates: Reward affiliates for each customer brought in.
- Blogs: Share exciting news about your company, trends in the industry and personal insights of interest to your customers, prospects and the marketplace.
- Books: Books can be an effective tool to promote your credentials and your business, generate media exposure and secure important speaking engagements.
- Branding: More than simply a logo, branding ensures consistency of presentation, both visually and via messaging to your targets and prospects.
- Bylined articles: Informational articles increase visibility and position you and your company as leaders in your marketplace.
- Case studies: Success stories cite your customers’ accomplishments using your company’s products or services.
- Collateral: Whether digital or print, marketing collateral (catalogs, brochures, presentations, business cards, sell sheets) is still a necessity.
- Content marketing: Videos, blogs, social media posts and other forms of content marketing stimulate interest, spur engagement and demonstrate your expertise.
- Contests: Customer contests and giveaways can increase engagement and brand awareness.
- Conversion rate optimization: Develop a strategy to increase the number of website visitors who take action. Experiment with calls to action, headers, short forms, downloadable content, links and live chat.
- Crowdsourcing: Use surveys, focus groups or informal interviews to collect candid and honest customer insights that can help drive future marketing decisions.
- Data analytics: Access and evaluate data about customers and prospects to gain insights about your target markets.
- Digital marketing: In addition to a modern and user-friendly website, consider tactics such as blogging, social media, search engine optimization, pay-per-click advertising, video ads and content, podcasts, live streaming, chatbots and more.
- Email marketing: This medium is a cost-effective and easy way to reach out to target markets.
- Events: Virtual and live events help develop and maintain relationships.
- Inbound marketing: This tactic draws potential customers to a company’s website and may involve a combination of marketing channels such as content marketing, SEO and social media.
- Influencer marketing: Partner with key industry leaders to showcase your brand and message to a larger audience.
- Market research: Use surveys, interviews, focus groups and direct observations to evaluate your marketplace.
- Marketing automation: Leverage technology to automate repetitive marketing tasks such as email, social media and other website actions.
- Media outreach: Contact print, broadcast and digital media with the intent of generating media coverage in the form of articles, interviews or other news coverage.
- Newsletters: Newsletters can vary in length, format, frequency and distribution. Make sure content is crisp, sharp, concise and value-oriented. Use graphics to enhance the readers’ experience.
- Outbound marketing: Use email campaigns, in-person presentations, telemarketing, trade shows, advertising and sponsored social media posts.
- Public relations: PR initiatives can include press tours, charity functions, awards and other special events.
- Press kits: A good press kit—whether digital or print—includes biographies of key executives, corporate fact sheet with accomplishments, recently published articles, current press releases, past speaking engagements with video clips, testimonials or references.
- Press releases: These time-sensitive, short announcements about news or milestones for your company should provide value to readers.
- Proposals: Formats vary widely in length and content. Write in plain English. Use color, text boxes, bullet points and other graphics.
- Referral programs: Generate new business by simply asking current clients for referrals.
- Repurposing content: By refreshing and recycling content, marketers can be more efficient, save precious resources, expand their content library and widen their marketing reach.
- Search engine optimization: Take advantage of technologies and tactics that not only optimize your website for search, but also enhance its usability by target audiences.
- Signage: Be sure signage (traditional or digital) represents the brand consistently and professionally.
- Social media: Use the social media outlets that your target markets favor. Be sure to specify content, frequency and metrics for measuring success.
- Speaking engagements: Whether at a tradeshow, to a local business group, in a podcast or via a webinar, identify speaking opportunities that allow you to reach target audiences.
- Technical or user manuals: Technical or user manuals contain instructions for installing, operating, using, maintaining, supporting and training of personnel that use complex products, whether machinery or technology.
- Telemarketing: Remember the importance of human interaction in a digital world. Be engaging, personalize calls and encourage engagement.
- Testimonials: Today’s buyers seek social proof when making a purchasing decision. In short, they want to know how your product has helped other customers solve similar challenges.
- Thought leadership: By positioning you or your company as a leader in the industry, you can attract new customers, gain media attention, attract best-in-class talent and develop new business opportunities.
- Trade shows: Exhibiting at a trade show can be expensive. Yet for some industries, it is a must to demonstrate new products, connect with clients and prospects, and evaluate the competition.
- Webinars and podcasts: Webinars and podcasts can educate, inform and even entertain prospects and customers. They showcase your brand, provide opportunities to introduce a new product or service, demonstrate thought leadership and generate leads.
- Website: Websites need to be updated frequently. Make sure they align with your brand image, communicate your brand message concisely, are user-friendly and optimized for a variety of devices.
- White papers: White papers are authoritative reports that identify a challenge or problem in the marketplace and your company’s ability to resolve it. They educate, inform and help readers identify specific and practical resolutions.
Strategy equals success
The number of marketing channels, technologies and methods available to reach audiences can be overwhelming. To keep up with and stay ahead of trends and changes, companies need to invest in resources: time, money and personnel. Identifying marketing strategies is key. Yet businesses cannot simply establish a strategy and then sit back and watch it unfold. Instead, constantly assess your marketing strategies and tactics and find ways to improve them. As buyers demand more, marketers need to step up their game to stand out in a crowded marketplace, nurture long-term relationships and establish their companies as industry leaders.
