Marketing comes in many different forms and each one has its advantages and disadvantages. Whichever marketing method you choose to use for your marketing depends entirely on your budget, your business and the audience you are targeting.
Sometimes you only need one form of marketing, however more often than not, it is immensely beneficial to combine marketing strategies to achieve your ultimate goal.
Different marketing strategies
1. Search Engine Optimisation (SEO)
SEO marketing is the process by which you make your website, and its contents, friendly to both actual readers and the search engine autobots.
It used to be that if you optimised your website to within an inch of its life the autobots would rate it as number one. This led to an influx of subpar content put out into the ether, jam-packed full of keywords, suitable only for robots, not for humans.
So the search engine powers changed the rules.
Now if you want to be ranked highly, not only do you have to have your website and its content optimised with specific keywords, but it has to be relevant and important.
Being deemed relevant and important is achieved solely by user engagement: how many visitors there are to your website, how much engagement the content has and how widely and far it is shared.
The only way you can increase user engagement is by creating exceptional content that truly gives your audience the solutions to the problems they have.
2. Direct mail
This is a form of advertising in which you physically provide your company’s marketing materials directly to your ideal customers via post. They could be catalogues, posters, leaflets or postcards.
3. Pay per click (PPC)
Also known as paid advertising, this form of marketing is a tool used to grow your website traffic through paid placements on search engines or social media. You only pay when a visitor clicks on the advert that directs them to your website.
In order to get maximum exposure you want to ensure:
- Do your keyword research thoroughly to find out exactly what trigger words your ideal customers are looking for.
- You want to enlist the services of savvy copywriters who are fully knowledgeable on PPC advertising.
- The whole time you run your PPC campaign you want to be monitoring your results to ensure you are on track.
4. Email marketing
You market your products or services through the medium of email. It’s also a great way to connect with existing customers and introduce yourself and your business to new customers.
Email marketing is one segment of digital marketing, (along with social media, blogs and website) but it yields the highest rate of conversion out of all of these strategies.
Email marketing, like direct marketing, can be incredibly targeted if you narrow your parameters enough. You can choose your recipients based on geographical area, likes and dislikes, age, sex, occupation, the list is endless.
The two biggest advantages of email marketing are price and ease of execution. It’s also incredibly easy to track and monitor an email marketing campaign.
Remember to always create your own email list rather than buy one, and always include opt in participation to your email marketing campaigns, or you could be viewed as spam.
5. Social media marketing
This is the easiest (but not necessarily the cheapest) way to tell your brand's story. If you do it right, your brand voice and messages should be the same across all of your platforms.
Social media marketing gives customers valuable content that they can interact with and share across their social media platforms.
Facebook and Instagram both have stories (similar to Snapchat) where you can talk directly to your audience, at any time of the day or night, and you can immediately see your reach and who is watching you.
Videos are the newest and most popular social media marketing tool, enabling you tell your story and show your products to the world. They allow your customers to see you and experience your services and products without actually having to be there to try you out.
What is the ideal marketing mix?
This will largely depend on who your customers are and what you are selling them.
Take the example of the 80 year old pensioner.
He probably won’t check his email regularly, but he will collect his mail everyday. Although he probably won’t respond to your postcard advertising your 3 for 2 drinks offer every Friday night, he might find your early bird special on a Thursday night suits him down to the ground.
Know your audience and tailor your content specifically.
The key to getting the right marketing mix is to know and understand all the marketing tools you have your disposal, know the customers you’re targeting and to which strategy they are likely to respond.