Last Updated on May 31, 2023 by SWHA

Marketing is a critical component of any successful business. The ability to effectively promote your products or services and reach your target audience is essential to achieving your business goals. However, with so many marketing strategies available, it can be challenging to know which ones are most effective for your business.

What is a marketing strategy

Many people simply think of marketing as advertising or promotion, but it’s actually much more complex than that. A marketing strategy is a comprehensive plan that outlines how a business will reach and engage with its target audience. It encompasses a wide range of activities, including advertising, sales, branding, product development, and customer experience.

At its core, a marketing strategy is all about understanding your target market and creating a plan to attract, engage, and retain customers. This involves identifying your ideal customers, analyzing their needs and wants, and developing a plan to meet those needs in a way that sets you apart from your competitors.

The Fundamentals of Marketing Strategies

Marketing strategies encompass a wide variety of tactics and techniques aimed at promoting your business, products, and services. These strategies can be broken down into three main categories. The key to successful marketing is to understand how each of these strategies works and to create a comprehensive plan that incorporates each of these components.

1. Paid Marketing Strategies

Here, we will share some of the most effective paid marketing strategies, including search engine advertising, display advertising, social media advertising, and more. We will help you gain a deeper understanding of how paid advertising works, why it’s important, and how to run successful campaigns that drive real results.

a. Search Engine Marketing (SEM)

Search Engine Marketing or SEM is one of the most popular used by businesses. It involves using paid search ads to appear at the top of search engine results for specific keywords or phrases.

This helps businesses get more visibility, drive traffic to their website, and increase conversions. SEM is a cost-effective way to reach out to your target audience and get your products or services in front of them.

b. Social Media Advertising

Social media advertising is another effective paid marketing strategy used by businesses. With over 2.8 billion people using social media worldwide, social media advertising is a powerful way to reach out to a broader audience.

Whether it’s Facebook, Instagram, or Twitter, businesses can use social media ads to target specific audiences based on demographics, interests, and behaviours. Social media advertising is also cost-effective, with businesses being able to set a daily or overall budget to control their spending.

c. Display Advertising

Display advertising involves placing ads on websites, mobile apps, and other digital channels. It allows businesses to target potential customers based on their online behaviour, demographics, and purchase history.

Display advertising is ideal for driving brand awareness, attracting new customers, and increasing sales. Businesses can use display advertising to create eye-catching banner ads, video ads, and other visually appealing ads to engage their target audience.

Marketing Strategies - Post 1 - 2d. Influencer Marketing

Influencer marketing involves partnering with social media influencers to promote your products or services. Influencers have a large following on social media, and businesses can leverage their reach and credibility to increase brand awareness and drive sales.

Influencer marketing is particularly effective for businesses targeting niche audiences or those that rely heavily on social media.

Paid marketing strategies can help businesses get the visibility and reach they need to succeed in today’s competitive market. By using the right paid marketing strategy, businesses can increase their brand awareness, drive traffic to their website, and boost sales.

2. Owned Marketing Strategies

Owned Marketing Strategies are the marketing tactics that are fully owned and controlled by a business rather than being borrowed or rented from an external source. This includes any marketing channel that a business can use on a third party such as social media platforms, email marketing, content marketing, mobile apps, and blogs.

The goal of owned marketing is to reach customers through channels where the company has total control over the message, the audience, and the data generated from their marketing efforts.

The Importance of Owned Marketing Strategies

One of the biggest advantages of owned marketing strategies is the level of control that businesses have over their marketing messages and campaigns. With owned channels like email, companies can segment their audience and deliver highly-tailored messages to each individual recipient.

This helps to improve engagement rates and increase the probability of conversion. Additionally, platforms like blogs and social media allow businesses to demonstrate their authority and credibility in their industry while engaging their customers in a new and interesting way.

Another benefit of owned marketing channels is the flexibility they offer. Marketing campaigns can be launched or adjusted quickly, giving businesses the ability to respond to market changes and stay up-to-date with the latest trends.

Owned channels are also cost-effective in the long run, especially compared to rented marketing channels that require businesses to pay for advertising space or other services to reach their target audience.

Examples of Owned Marketing Strategies

Marketing Strategies - Post 1 - 3– Email Marketing
Email marketing is an effective owned marketing strategy that allows businesses to deliver personalized messages and offers to their subscribers. It is a highly-targeted communication channel that can help businesses nurture customer relationships and drive sales.

– Social Media Marketing
Social media channels like Facebook, Instagram, Twitter, and LinkedIn can be powerful owned marketing strategies for businesses. By creating highly engaging posts and targeting specific groups of users, businesses can develop a strong following, build brand awareness, and drive sales.

– Content Marketing
Content marketing involves creating valuable and engaging content aimed at attracting and retaining customers. This can include blog posts, videos, infographics, and other forms of content that customers find useful and interesting.

– Mobile Apps
Mobile apps are a great way for businesses to stay connected and engage with their customers in a personalized and interactive way. By developing an app that offers value and solves a problem for customers, businesses can increase customer loyalty and retention.

Owned marketing strategies provide businesses with a unique opportunity to take control of their marketing efforts and achieve long-term success. By making use of owned channels, businesses can increase their brand visibility, improve customer engagement, and drive sales.

3. Earned Marketing Strategies

Earned marketing refers to the promotion of a brand, its products or services, and content through word-of-mouth recommendations, organic sharing, and customer reviews and testimonials. Unlike paid advertising, which involves purchasing ad space and interrupting audience activities, earned marketing happens naturally.

Earned marketing is powerful because, no matter how much advertising a business may put out, nothing beats an endorsement from a satisfied customer. People tend to trust recommendations from friends, family, and acquaintances more than they do ads.

As social creatures, we’re hard-wired to seek approval from those around us. This fact makes earned marketing incredibly effective and a driving force behind many purchase decisions.

Why is earned marketing essential

Studies show that earned marketing is critical when it comes to building brand affinity and growing customer bases. It generates trust amongst potential customers, which is the foundation for creating a robust relationship with your audience. When customers advocate for your brand, it reflects positively on your credibility and reputation.

Earned marketing also has a long-lasting impact. Unlike a paid ad, a customer recommendation stays with the person for a long time, shaping their perception of your product or service, even after they’ve made a purchase. As such, earned marketing strategies should be an essential aspect of your business’s marketing and communication efforts.

Marketing Strategies - Post 1 - 4How to Implement Earned Marketing Strategies

There are numerous ways to implement earned marketing strategies in your business. Some of the most popular options include:

– Encourage customers to leave reviews
Customer reviews and testimonials are effective methods of earned marketing that can improve your brand’s online presence and reputation. Encourage customers to leave their feedback in various online platforms like Google, Yelp, Trustpilot or other industry-specific sites.

– Run a referral program
Encourage customers to refer friends and family to your business by offering them an incentive – for example, a discount off their next purchase. Referral programs are a great way to harness the power of word-of-mouth marketing.

– Create content that encourages organic sharing
While the most organic forms of earned marketing tend to happen on social media, creating content that captures your audience’s attention can also be shared through email marketing.

Earned marketing is an essential aspect of any business’s marketing strategy. When customers willingly endorse your products, brand or services, it creates trust and enhances your reputation. One of the most effective ways to harness the power of earned marketing is by implementing the above strategies and continuing to foster a positive relationship with your audience.

Choosing the Right Marketing Strategies for Your Business

Choosing the right marketing strategies for your business can be challenging, given the numerous options available in today’s digital landscape. It can be tempting to try every marketing tactic out there, but not all strategies may suit your business goals, target audience, or budget. In this blog post, we’ll give you some tips and tricks to help you choose it for your business.

Marketing Strategies - Post 1 - 5a. Understand Your Business Goals

Before choosing any marketing strategy, you need to identify your business goals.

What are you looking to achieve? Do you want to increase your website traffic? Generate more leads? Boost your sales?

Knowing what you want to accomplish will help you choose the right marketing strategies that align with your business objectives.

b. Know Your Target Audience

Another crucial factor to consider when choosing marketing strategies is your target audience.

Who are your customers? What are their needs and desires? What are their pain points?

Knowing your target audience will allow you to create marketing campaigns that resonate with them and influence their decision-making process.

c. Consider Your Budget

Marketing strategies can range from free to costly, and depending on your budget, you may need to prioritize which strategies to implement. For example, content marketing may be effective, but it can also be time-consuming and costly.

Alternatively, social media marketing can be low-cost but requires consistent effort to build a following. Consider your budget when choosing which strategies to implement.

d. Research Your Competition

Analyzing your competition is an effective way to get a better understanding of the marketing strategies they’re using. This can help you identify gaps in the marketplace and differentiate your business from theirs.

It’s also helpful to note what strategies are working for your competitors so that you can incorporate them into your own marketing plan.

e. Measure Your Results

As you implement it, this is very crucial to measure their effectiveness regularly. This will allow you to determine which strategies are working and which ones need to be adjusted or abandoned.

Key metrics to track include website traffic, lead generation, conversion rates, and return on investment (ROI).

Choosing the right marketing strategies for your business can make all the difference in achieving your goals. With the right strategies in place, you can attract new customers, grow your business, and stay ahead of the competition.

Final Thoughts

Marketing is an essential component of any successful business. Choosing the right marketing strategies and effectively implementing them can help you reach your target audience, generate leads, and increase sales.

This guide provides you with everything you need to know about choosing the right strategies for your business, implementing them effectively, and measuring their success.

By keeping these strategies in mind and aligning your marketing efforts with your business goals, you can develop a successful marketing plan that can help drive your business forward.