12 Types of Marketing Strategies for Your Company to Try

Jill Conway


March 13, 2020 (Updated: May 4, 2023)

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In this article…

Since many companies are competing to sell their products to similar audiences, the choice to pick the best solution may be challenging for some consumers. This is why strong marketing strategies can be an effective solution to help boost your company’s awareness and help stand out from the competition. Marketing strategies are a great way to spread the message and story of your company to an array of audiences on various channels and platforms.

Review these marketing strategies to find different methods that help uniquely promote your content in a way that’s relevant and entertaining to your target audience.

Why Are Marketing Strategies Important? 

Keeping prospective and current buyers engaged with your business is crucial. Selling a product to a client is more than just  building a sales strategy. You must first engage your target audience and capture their attention. From there, your goal is to keep their attention by building a relationship. By nurturing this relationship through your marketing strategy, you’re working to solve the problems of your target audience by giving them content that enhances their knowledge. Being a strong source of knowledge helps prove yourself as an industry leader and a source people can rely on.

Once you have built trust with your target audience, you can begin nurturing the relationship further by creating content catered toward the type of content they’re searching for. As you continue building content targeted toward them, you can begin converting them from a prospect to a customer as you lead them to purchase your product. From the minute you build awareness to when you close and sell your product, you use marketing strategies to gain the audience’s attention. You can continue to hold their attention by building more strategies that keep them informed and interested in your product.

It’s important to strategize your marketing campaigns to ensure you’re building content catered toward your audience during each phase of the buyer’s journey. This way, you give your audience content that benefits them as a consumer or business person. Marketing strategies also help you plan your campaigns early on to ensure you have marketing content prepared that proves your knowledge of different industry subjects.

Types of Marketing Strategies

Depending on where your prospects are in the buyer’s journey, there are many marketing strategies you can try that cater to a variety of audiences. Below are different types of marketing strategies your business can try:

Expand Your Audience by Building Partnerships 

An effective way to boost awareness and reach a wider audience is to work with other companies and industry leaders to create valuable and reliable content. This can be a company in a similar field as you or one that sells products your company uses or could benefit from.

For example, if you own a dog care center, you could build a partnership with a dog grooming salon or a local pet store to promote each other’s products or collaborate on content creation. You can invite them to write guest posts or make promotional videos with you. Building partnerships, also known as alliance marketing, helps expand your audience base and allows you to share more unique content.

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Locate Strong Influencers in Your Industry and Collaborate With Them

After seeing the impact partnering with other companies can have on your business’ reach and conversion, it may not be surprising that another effective marketing tactic is using influencers to promote your content. Collaborating with others via partnerships or influencers is a strong way to reach a wider audience and to brainstorm new ideas. Influencers are people with a strong social media following who can use their platform to promote and inform others of your product.

Recruit an influencer who fully believes in your business and has an audience who would benefit from your product as well.

For example, if your business sells arts and crafts supplies, find influencers who regularly create do-it-yourself arts and crafts videos. They can then share posts that promote your product and discuss how it helps them. This gives their audience an idea of how they may benefit from using your product as well. This helps build your consumer base and establishes more trust with your company by pairing a reliable face with your brand.

Communicate With Customers Using a Chat Service 

An important aspect of marketing to your consumers is providing them with knowledge and answers to their questions. With regular access to high-speed internet and search engines, consumers instantly find answers to their questions as soon as they need them. Your business should work to keep up with this process by building a chat service providing them with solutions whenever needed. Chat services are messaging systems that appear on your website, ready to answer any questions visitors have. Usually, a member of your customer support team monitors this chat box.

This service builds trust with the consumer and helps them understand that they can rely on you for helpful information when they need it. Consumers should be able to use your chat system to find answers to support your industry-related questions. You can also use the chat service to help them learn more about the product before they decide to purchase it.

You can build your own chat service to display on your website, or you can find companies that build these platforms and have them install it on your website. To be even more accessible to customers and prospects, program your chat system to display on desktop and mobile versions of your site. You can also program the chat service to send answers to customer questions via text messages. This makes it easier for consumers to find solutions they’re searching for without having to constantly visit your website.

Establish Yourself as an Industry Leader by Hosting Webinars 

Since prospects search for the best company to purchase their product from, they typically want to know their investment in your company will be worthwhile and beneficial. To help prove this to consumers, you should create informational resources that inform and educate your consumers. This helps them build more trust in your brand by proving that you have extensive knowledge of the industry and sell a product that represents that.

You can accomplish this by creating webinars providing in-depth information on subjects within your industry. They can be discussions about popular disputes or trends in the industry or answers to common questions your target audience may regularly have. It should be content that is valuable for viewers to learn about and invest their time in watching.

Conduct research on your company to learn more about the needs of your audience. Discover what they regularly look for on search engines, then build a webinar around that subject. Collaborate with an industry leader who’s an expert on the subject you want to teach and create an informational webinar with them.

For example, if you work for a mortgage technology company, you could build a webinar teaching viewers how to use electronic signing when closing on their house.

Use Video to Tell Stories 

As you create your company’s buyer personas, you may notice that some of your target audience uses video to learn most of their information. This could be because videos are easier to understand or because they provide answers to users’ questions faster.

Marketing professionals use content to tell stories about their business or the niche they’re operating in. You can use video to best capture the story of your company and its formation in a visually appealing and entertaining way.

Video is also an effective way to teach your audience something new by displaying step-by-step tutorials. Instruct how to use your product or teach your audience something industry-related that may be challenging for them to understand.

If you’d like to share more information about your company and product, you can use video to do this as well. You can shoot product demonstrations that introduce your services to viewers in a simple but engaging manner. Providing videos to your audience is another great way to build trust by putting faces to your brand, giving your audience a more familiar feeling when they think of your business.

Develop Many Content Marketing Strategies 

Content is an essential aspect of marketing and building relationships with customers and prospects. Your audience can constantly search for solutions to their problems, so your content should be a reliable source. The various pieces of copy you create can keep them up to date and informed of relevant information within your industry.

The members of your audience can vary depending on what stage of the buyer’s journey they’re in and the way they prefer to digest their content. If they’re searching for in-depth research material, building a white paper with facts and statistics can be a great tool. For customers or prospects who look for step-by-step solutions to a complex and in-depth problem, create an eBook that lays out instructional information that the reader can easily reference when needed.

Some users want to view shorter content. These pieces may help them in finding a solution by quickly reading or scanning a document for information. This is when a blog is the best source for them. Blogs or articles are not only a strong piece of content for a reader to quickly view, but they also help build your awareness and digital presence. By using proper keywords and word length requirements within your blog posts, you can gain higher search engine results that reach a larger audience.

Create Engaging Social Media Posts 

As you work to build and reach a wider audience, create social media posts that engage your prospects and share informative content with viewers. Social media is a great way to write copy that is quick and entertaining for your audience to view. There’s an abundance of content you can share on your social media pages including animated videos, entertaining graphics, or company culture and updates to add more of a humanistic approach to your brand.

The social media copy you post can be organic or paid, depending on the type of content you share. If you’re hoping to advertise your product or service, you can pay for ads that target the exact audience you’re hoping to reach. To create a strategy for your paid ad, you should determine who your target consumers are. This can help you strategize a budget that reaches the right audience who will benefit from your service or product.

Build and Test Email Campaigns 

Email marketing is a great way for your audience to get to know your brand and industry. When a consumer asks about your product, you can provide more information and encourage them to subscribe to your email list. They can submit a form telling you more about them, giving you an idea of where they are in their buyer’s journey and the type of content or information they’re searching for.

From there, you can create email sequences that target your consumer directly. This gives them more relevant information to view and helps them learn more about your business. As you build emails to send to readers, include links to other content they can view to gain more information.

As you track which links they click, you gain a better understanding of what type of information your readers regularly search for. You can build more content around that subject or provide them with relevant content you’ve already made.

With proper email marketing, your audience gains more valuable information, which encourages them to continue using you as a reliable source. This establishes trust and reassurance between you and the reader, which makes it easier for them to convert from a prospect to a buyer.

Utilize SEO to Provide a Stronger User Experience 

Knowing how to properly use search engine optimization (SEO) is a key factor in building a marketing strategy. One of the main goals of SEO is to build awareness of not only your brand and its product, but also of your website. Proper SEO best practices should effectively drive more users to your website to find valuable content and learn more information.

Creating a strong SEO strategy involves using top keywords and writing about topics your target audience is searching for. Search engines work to provide readers with valuable information relevant to them. To maintain this relevancy, you should relate your content to common topics readers regularly type into search engines.

For example, if someone was searching, “How to grow tomato plants indoors,” you could write a blog post centered on this subject and use keywords similar to the overall topic. You can use keywords like “tomatoes” or “tomato plants.”

You should also make sure this content is easy for readers to understand and is relevant to the overall topic. This means it should be free of grammatical and spelling errors. It should also contain key information that helps the reader gain more knowledge of the subject they’re searching for.

Add CTAs to Blog Posts and Other Content 

As you create content for your audience, one of your main goals should be to engage and convert them from a prospect to a customer. Drive them to download more of your content that provides them with more knowledge on the subject they’re searching for.

This should lead them to learn more about your product or service by trying a demo or contacting someone on your team. It can also lead them straight to purchasing your product. Feature a call to action (CTA) throughout your content to give your audience the opportunity to learn more and take action.

As you add various links and resources throughout your content pieces, make sure to stay relevant to what you’re talking about in the original piece. For example, if you post a blog about the best recipes to cook at home and you mention a healthy recipe, you can link to a previously made piece of content focused on healthy meals.

Blogs and other content pieces are a great way to organically drive users to your website. View your website’s analytics to discover which posts on your site are more frequently viewed. Insert new CTAs within your popular content pieces to drive viewers to other internal sources and valuable information.

Tell Stories Through Emotional Marketing

When using your company’s content to tell stories, you’re engaging your audience by capturing and keeping their attention. Telling captivating stories helps you focus on readers’ emotions and nostalgia. This triggers them to learn more about your product because they feel an emotional connection with your brand.

When creating advertisements or content, try to focus on telling the story of your brand in a way that connects well with your audience. This can be through nostalgia or positive emotional reactions that make them associate your brand and product with a happy feeling or memory. For example, an animal shelter could use pictures of puppies dressed in funny clothes to make the audience feel positive and happy.

Using emotional marketing to speak to your audience can help your brand feel more real and personable. Making your business seem more human can make it easier for consumers to feel more connected to your company and its story. Be sure to build your emotional marketing campaigns around the truth and research your target audience to better understand what they enjoy reading or viewing. Work to direct your messaging toward the audience you want to reach.

Update Current or Older Content 

You may have been creating content for years, building a strong audience and boosting your awareness and conversions. To stay on top of changing industry trends, there’s a strong chance you need to update some of your content. It can be an effective marketing strategy to occasionally return to your older content to find things to change. This is especially beneficial for companies in constantly evolving industries.

As you go back to your older content like blog posts, white papers, or eBooks, you may spark new ideas for content that you hadn’t thought of before. You can take a concept from an older piece and expand on it in a new marketing campaign. You can also read through the piece of content, update it, and then market it as new and updated information about a certain subject.

You may also realize you have recently created other materials related to your older pieces. If this is the case, you can return to your old pieces and link your newer posts to bring readers to newer and more relevant content. If you find older content that is no longer relevant to your current industry, you can start from scratch and write a new blog that completely re-explains the subject.

Reviewing older content and updating it helps keep your brand up to date. It also proves to prospects and customers that you’re an industry leader who can keep them updated on current information.

It’s always a great idea to constantly develop new marketing strategies for your company to use and goals for your company to reach. You should strategize and publish new campaigns regularly to effectively promote your business and showcase yourself as a thoughtful industry leader. Consumers want to know the product or service they’re investing in will be worth the amount they’re spending. This means they may take their time deciding on the best company to use.

Building a strong marketing strategy that’s constantly providing content and information relevant to your audience helps you stand out from the competition. This is why you should carefully analyze your target audience and continuously build strategies that target and appeal to them directly.

Author Image - Jill Conway
Jill Conway

CopyPress writer

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