This post looks at the different tactics you can employ in your marketing strategy. These tactical ideas are grouped based on the different channels marketers can use.
The number of marketing tactics you can use to boost your business is endless. It can be overwhelming trying to figure out which ones will work best for you. In this blog post, I will outline 57+ different tactics that you can use to market your business.
Keep in mind that every business is unique; not all of these tactics will apply to every business's marketing strategy. Some will require a dedicated marketing team to implement, while others are perfect for the solopreneurs out there. What’s important to note is that successful marketing strategies leverage the right channels at the right times to reach the right segments of their target audience. The best way to figure out the optimal mix is through data-driven marketing.
So whether you are just starting an online business and need some ideas, or you are looking for new ways to improve your marketing strategy, read on!
Strategy vs. Tactics
Before we get into tactical examples for your marketing channels, it's important to first understand the difference between strategic marketing and tactical marketing.
Marketing strategy is the high-level direction that your marketing activities feed into. It includes your overall goals, the target market you are trying to reach, and the specific marketing mix you will use to achieve your objectives. Building a marketing strategy involves big picture thinking; you should be seeing the forest rather than the trees.
The Ansoff Matrix is a simple tool to use as it categorizes four main marketing strategies. It's a great guideline for businesses to use to help decide what products or services to sell, to which customers, and through which channels. The four types of marketing strategy are:
- Market Penetration: Selling more of your existing products or services to your existing markets.
- Product development: Offering new or improved products or services to your existing markets.
- Market development: Taking your existing products or services into new markets.
- Diversification: Introducing new products or services to new market segments.
It is not uncommon for businesses to implement multiple marketing strategies simultaneously, with different marketing teams focusing on different areas.
Marketing tactics are the individual actions that you take to implement your marketing strategy. Tactics can include things like creating a social media campaign, starting a partnership with another business, or running a contest. This is where you focus on the "how" instead of the "what".
The most effective marketing strategies have coordinated tactics for each marketing channel. Everything you do from a tactical perspective should tie back to your overall marketing strategy. Having all of your tactics "pulling the rope" in the same direction will give you the best chance to achieve your marketing goals.
The tactics you choose to include in your strategic marketing plan depend on several factors, such as:
- Your marketing budget
- Your target market
- Your marketing channels
- Your marketing strategy
If you have a limited marketing budget, it might not make sense to spend your entire marketing budget on a Super Bowl commercial! You could reach more people with a smaller, targeted ad campaign that could run over several weeks or months.
Tactical Ideas for a Social Media Marketing Strategy
Social media is an integral component of any digital marketing strategy because of its ability to connect with both potential customers and existing ones. Through various social media platforms like Facebook, Twitter, and Instagram, businesses can share their products or services with a wide audience quickly and easily. By creating engaging content, marketers can encourage customers to interact with their brand and learn more about what they have to offer.
1) Host Contests & Sweepstakes
There's no doubt that social media contests are one of the most popular and effective marketing techniques. They're a great way to boost follower growth and engagement, they attract a wide range of people, and they're relatively easy to execute. However, if you're going to try this tactic it's important to remember that contests can attract a transient audience who aren't necessarily who you want to be connecting with.
There are several ways to mitigate this challenge:
- Choose prizes that would appeal to your ideal customers.
- Run a targeted paid ad campaign to ensure your contest reaches the market segments you are after.
- Be thoughtful when choosing your entry mechanics; overly complex mechanisms will result in less entries, while overly simple ones will result in more spam.
- Use contests sparingly; you want to be known for your products and/or services, not for contests!
In the above example, SmartSweets ran a contest in partnership with a couple of brands and used UGC as an entry requirement!
2) Cultivate user-generated content
User-generated content (UGC) is a great way to promote your brand on social media. By asking your fans and followers to submit photos, videos, or text related to your brand, you can quickly generate a wealth of content creation.
UGC campaigns can be run on all major social media channels, and they often result in higher engagement rates than traditional marketing efforts. These campaigns can help to build trust and loyalty among your customer base, as it showcases real people interacting with your brand.
If you're looking for a way to inject some life into your social media marketing, consider running a UGC campaign. You can also get some great results if you combine social media contests and UGC, either by using UGC as an entry mechanism for a contest or by using prizes to incentivize your audience to create UGC.
3) Go live
Virtually every social media platform today (i.e. TikTok, Facebook, YouTube, Twitter, and Instagram) has a live feature that allows brands to broadcast live content and host events. You can use these features to create an interactive and engaging experience that will leave a lasting impression on your audience. Multi-streaming software can be used to help you broadcast across all of your social media channels concurrently.
If you are looking for a live event option that’s easy to use and navigate for both the host and listeners, then Twitter Spaces is an excellent option. Spaces are live voice conferences that anyone with a Twitter can listen in on, react with emojis, or even request the opportunity to speak.
Here are some ideas for live content you can host on social media:
- Interviews with influencers or industry leaders
- “Ask Me Anything” (AMA) discussions
- Notable announcements, like a product release or partnership announcement
- Share “Behind-the-Scenes” (BTS) content
4) Start a recurring content series
A content series is a great way to keep your social media followers engaged. By posting recurring content, you can create a sense of anticipation and excitement around your brand. Plus, it saves you time when it comes to content creation and gives your audience something to look forward to on a regular basis.
When planning a content series, it’s important to consider what type of content will work best for your brand and audience. Will you be posting video tutorials? Written how-tos? A mix of both? Keep in mind that whatever format you choose, consistency is key. With a little planning and creativity, a content series can be a powerful tool for social media success.
5) Run a customer/fan community
By creating a community on social media, businesses can build relationships with their existing customer base, learn about their needs and wants, and promote their products or services in a way that is informal and interactive. In addition, online communities provide businesses with an opportunity to create a brand identity and connect with customers on a deeper level. By using social media to create a customer or fan community, businesses can reap the many benefits that come from engaging with their customers on a regular basis.
Tactical Ideas for a Content Marketing Strategy
Having a strong content marketing strategy is critical to a successful marketing strategy. Content marketing is when businesses create and distribute valuable, relevant, and timely content to attract and retain a clearly-defined audience. This could be in the form of blog posts, articles, videos, infographics, or any other type of content that is interesting and engaging. The key is to be consistent in both the quality and publishing cadence of your content creation. This is one of the most effective marketing strategies and has the potential to be the channel that drives the most traffic to your business.
6) Have a blog
There are many reasons why businesses should have a blog. For one, it’s critical to an effective inbound marketing strategy. By creating informative and keyword-rich content, businesses can attract customers to their website and convert them into leads.
Additionally, a blog can help to improve a business’s search engine optimization (SEO). By including relevant keywords in blog posts, businesses can increase their chances of being found by search engines. Every time someone types something into Google, they have the intention of finding something. The goal of a blog is to satisfy that search intent.
And finally, a blog can be a great way to build relationships with customers and create a dialogue about the business. By regularly publishing new content, businesses can show that they’re invested in their customers and are always looking for ways to improve their products or services.
My favourite platform for creating a blog is Ghost. Check out my review of the Ghost blogging platform.
7) Do (automated) webinars
By definition, a webinar is an online seminar that allows attendees to interact with the presenter in real-time. This type of event is often used to target a specific audience or market segment. For example, a company might host a webinar for potential customers who are interested in learning more about its products or services.
Software can be used to later automate your webinars, meaning that they can be recorded and then broadcasted at a later date. This makes them a versatile marketing tool that can be used to generate consistent leads or even convert prospects into paying customers.
8) Gate some content
Gated content is content that is hidden behind an email capture, paywall, or registration process. It is a popular content strategy among publishers and content creators, as it can help to generate leads and revenue from those who are truly interested in the content. The key is to understand who you are trying to attract and then build high-quality content that they will find valuable. Some examples of commonly gated content include:
- Research studies
- How-to guides
- Webinars (i.e. product demos)
- Industry reports
9) Become a thought leader
Thought leadership is a content strategy that involves creating and sharing content that showcases your expertise and educates your audience. By establishing yourself as an expert in your field, you can build trust and credibility with prospective customers, which can ultimately lead to increased website traffic and conversions.
While thought leadership content can take many different forms, some of the most popular types include blog posts, eBooks, white papers, and infographics. Quality over quantity is an important consideration when producing thought leadership content; your goal should be to produce content that is truly informative and helpful, not simply content for content’s sake.
10) Use video
Video has proven to be an important part of content marketing strategies in recent years. This is due in part to the fact that more and more people are consuming content through mobile devices, and video is well-suited to the smaller screen. Video is an excellent way to capture attention and hold it for longer periods of time than other content formats.
Tactical Ideas for an Email Marketing Strategy
Email marketing is a digital marketing strategy that involves sending out promotional emails to customers and prospects. The goal of email is to build relationships with customers and encourage them to make purchases. To be effective, it needs to be part of a broader strategy that includes other channels such as digital marketing channels. When paired with a data enrichment tool, email can be an extremely effective channel for reaching customers and promoting your products or services. Email plays a substantial role in virtually every marketing plan these days.
11) Segment, target, and automate your emails
Marketing automation and segmentation are two essential tools for any modern marketing plan. By automating emails, businesses can save time and resources while still delivering highly personalized messages to their customers. Segmentation allows businesses to target specific groups of customers with relevant messages, increasing the likelihood of conversion. When used together, these two tools can be a powerful force for driving sales and growth.
12) Have a preference center
Most email marketing platforms offer the option to create a preference center. This is a tool that allows subscribers to manage their preferences for the types of emails they receive. For example, they may be able to choose to receive only promotional emails or only transactional emails.
Some preference centers also allow subscribers to specify the frequency with which they receive emails or the time of day they would like to receive them. Creating a preference center can be a great way to give subscribers more control over their experience, and can also help to reduce complaints and unsubscribe rates.
13) Personalize your emails
Email personalization can sound like a small thing, but it can make a big difference in the way your messages are received. By tailoring your emails to each individual recipient, you can show that you value their time and attention. And when people feel valued, they are more likely to engage with your content. Even something as simple as including the recipient’s name in the subject line or in the greeting of your email can go a long way.
14) Make use of A/B testing
One way to improve the effectiveness of your email marketing campaigns is through A/B testing. This involves sending two different versions of an email to a group of subscribers and measuring the results in order to determine which version is more effective. A/B testing can be used to test various elements of an email, such as the subject line, the call to action, or the layout. By carefully analyzing the results of A/B tests, you can make informed decisions about your email marketing efforts and ensure you are using the best possible strategies.
15) Send out coupons and offers
Email is an excellent tool for sending out coupons and special offers to customers. This can help increase sales of a product or service by enticing an audience with a discount. Extending coupons and offers to your subscribers is also a great way to grow your email database and reduce unsubscribe rates. Overall, this is a powerful tactic to increase revenue and boost customer loyalty.
Tactical Ideas for a Paid Advertising Strategy
Paid digital advertising is a form of marketing where a company pays for space on a digital platform, such as a website, social media site, or search engine, to promote its product or service. This can be an effective way to reach consumers who are already interested in what the company has to offer.
Paid digital advertising can also be customized to target specific demographics, interests, and even locations. As a result, it can be a valuable tool for a company’s marketing strategy. When used in conjunction with other marketing tactics, such as SEO and content marketing, paid digital advertising can help to create a comprehensive and effective digital marketing campaign.
16) Invest in search engine marketing
Search engine marketing (SEM) is a form of digital marketing that involves the promotion of your website by increasing its visibility in search engine results pages (SERPs). Pay-per-click (PPC) advertising is a common form of SEM in which advertisers bid on keywords that they believe potential customers will use when searching for products or services. When a user searches for one of these keywords, an ad for your website will appear in the SERP. You will be charged a fee each time your ad is clicked, so make sure you know how valuable a click is to you!
17) Retarget your prospective customers
Retargeting is an online marketing technique that can allow you to keep track of your online visitors and target them with advertisements. When a potential customer visits your website, a small piece of code called a “cookie” is placed in their browser. This cookie allows you to show targeted ads to prospective customers as they browse the internet.
For example, if someone visits your website but doesn’t make a purchase, you can retarget them with ads for your product as they continue to browse the web. Studies have shown that people who are retargeted with ads are more likely to make a purchase than those who are not exposed to retargeting.
18) Run social media ads
Paid ads on social media platforms has become a popular and effective marketing tool for businesses of all sizes. By creating ads that target specific demographics, businesses can reach specific audience segments with minimal effort. Additionally, paid advertising on social media allows businesses to track the results of their campaigns and adjust their strategies accordingly.
Tactical Ideas for an Event Marketing Strategy
Event marketing is a promotional strategy that involves creating and hosting an event to promote a product, service, or brand. Events can be small and intimate, like a private dinner party, or large and public, like a concert or festival. No matter what type of event is being hosted, the goal is always the same: to create excitement and engagement around a particular topic or product.
The key to successful event marketing is to choose an event that will appeal to your target audience and create an experience that they will remember. Event marketing can be an effective way to generate buzz, build brand awareness, and differentiate your business from its competitors. It can also be used to launch new products or build relationships with customers and partners.
19) Build a brand for your event
Event branding goes beyond just logo design – it encompasses everything from the event’s name and tagline to its color scheme and overall aesthetic. Think of an event like one of your products or services. It should have a brand identity and strategic positioning. By carefully crafting your event’s brand, you can ensure that your event will make a lasting impression on all who attend.
While event branding may seem like a daunting task, it’s actually quite simple once you get started. The most important thing is to be clear about what you want your event to represent. Once you have a strong vision for your event, the rest will fall into place.
20) Create a landing page
If you are going to host an event, you are going to need to create a landing page for it. A landing page is a website page that is designed to make your prospective customers interested and persuade them to take the desired action. For an event marketing campaign, the desired action is usually to sign up with basic information.
Your landing page should be designed with your event audience and brand in mind. It should answer the following questions, clearly and concisely:
- What is the event?
- When and where is it?
- How do you sign up?
- Why should you attend?
21) Inspire with your guest speaker lineup
Having influential, inspirational guest speakers at your event can be one of the single biggest drivers of registrations and attendance. Your guest speakers should be seen as partners. Do they fit the brand of the event? Does your ideal attendee get excited about them being there? Will they promote the event to their following? Do they have a vested interest in your event and its attendees, or are they just after the speaking fee? If you answer no to any of these questions, you are unlikely to see the ROI you are looking for from the speaker(s).
22) Incorporate networking opportunities
Networking is a vital part of any business event. It allows attendees to build relationships, exchange ideas, and make connections that can last long after the event is over. It takes time and money to attend an event, but one new connection can pay it off tenfold (or more). For businesses, networking can lead to new partnerships, customers, and suppliers. For individuals, it can help them advance their careers and build their professional networks. This can be done in several ways, such as hosting a networking reception before the event or providing designated networking breaks during the event.
Tactical Ideas for a Public Relations Strategy
In the business world, public relations (PR) is the process of managing the spread of information between an individual or an organization and the public. In recent years, earned media has become an increasingly important part of PR and marketing strategies. Unlike paid media (such as ads or sponsored content), earned media refers to positive attention that your company receives from third-party sources. This can include media coverage, word-of-mouth reviews, and social media buzz.
Because earned media is perceived as being more trustworthy than paid media, it can be an extremely effective marketing strategy. Of course, earned media is not always positive; negative earned media can also spread quickly and do damage to your company’s reputation. For this reason, it’s important to have a well-thought-out PR strategy in place before earned media starts flying around about your company.
23) Publish press releases
A press release is a marketing tool used to generate publicity for a product, event, or news-worthy story. Often sent to media outlets, press releases are written in a concise, objective style and provide journalists with the information they need to write a story. When used as part of a PR strategy, press releases can help to generate media coverage, build brand awareness and drive sales. While they should not be the only marketing tactic used in a PR strategy, press releases can be an effective way to spread information that will eventually reach a wider audience.
24) Leverage partnerships
In any business, partnerships are key to achieving marketing goals. In the world of public relations, partnerships are no different. PR professionals leverage partnerships with media outlets, influencers, and even other businesses to help bring their marketing efforts to the next level. In today’s landscape, brands are competing for share of voice in both paid media and earned media. A strategic partnership can be the difference between a story that gets picked up by a media outlet and one that gets looked past.
25) Hold press conferences or keynotes
A press conference is a gathering of journalists to receive news from an individual or organization. Press conferences are typically held to announcements, such as the launch of a new product or service, or in response to current events. While press conferences can be held in person, they are also often conducted over the phone or via webcast. In either case, press conferences provide an opportunity for journalists to ask questions and get clarification on the news being presented.
For organizations, press conferences can be an effective way to control the message and ensure that key information is communicated to the public. With a little planning and forethought, a press conference can be a successful tool for getting your message out to the world.
26) Tell stories
Storytelling is one of the best marketing strategies that public relations professionals can use. Storytelling helps to build trust, increase transparency, and carve out a unique place in the market. Consumers are bombarded with hundreds of marketing messages every day, but a well-told story can help your brand to stand out from the crowd.
Stories also have the power to forge an emotional connection with your audience, something that is essential for building long-term relationships. The same cannot be said for a traditional press release or press conference. So if you’re looking for a way to differentiate your brand and make it more memorable, start by incorporating stories into your public relations strategy.
27) Employ guerilla marketing tactics
Guerilla marketing is a marketing strategy that relies on unconventional, low-cost (relatively) tactics to generate interest and drive sales. Common guerilla marketing initiatives include flash mobs, street performances, and viral marketing campaigns.
One of the most successful examples of guerilla marketing is Red Bull’s Stratos project. In 2012, the energy drink company sent a man to the edge of space in a hot air balloon. The event generated massive media attention and helped to reinforce Red Bull’s position as a brand that helps individuals push their limits.
Tactical Ideas for an Influencer Marketing Strategy
Influencer marketing has become one of the most popular and effective marketing strategies today. It involves partnering with influential individuals who have an engaged audience. These influencers then promote your product or service to their followers, extend your reach, and help you to achieve your marketing goals. Influencers have proven to be a great addition to almost any digital marketing strategy.
When developing an influencer marketing strategy, it’s important to consider your marketing objectives and choose influencers who align with your brand and audience. What’s even more important though is to realize that the influencer knows their audience better than anyone. So while you may have a great idea for a marketing campaign, it’s critical to realize that the influencer usually knows what will work best. For that reason, seek out influencers who will act as partners of yours. Share your objectives with them and see what they come up with.
28) Do a social media takeover
Social media takeovers are a popular way for brands to collaborate with influencers and generate buzz. In a social media takeover, an influencer is given control of a brand’s account for a period of time, during which they share content with their followers. This can be a great way to reach a new audience, as well as create excitement and engagement around a brand.
29) Gift products
Gifting products to influencers can be an effective way to promote your brand. By aligning your product with a well-known figure in your industry, you can reach a new audience and generate buzz around your product. It’s important to select the right influencer for your brand, and to send a thoughtful, personal gift that will be of use to them. A poorly chosen influencer or a generic gift will not only fail to achieve the desired effect, but could also reflect negatively on your brand.
30) Foster brand ambassadors
A brand ambassador is someone who promotes a company, product, or service through their platform. By agreeing to be a brand ambassador, they are essentially giving the company permission to use their name and image to help market the business. In return, brand ambassadors usually receive some form of compensation, such as free products, discounts, or cash. While some businesses choose to work with well-known influencers, others prefer to work with more “ everyday” people who have a large social media following. The key is to find someone who aligns with your brand and who has a genuine interest in your product or service.
31) Cultivate influencer-generated content
If you’re looking to create digital content that really packs a punch, consider enlisting the help of an influencer. Influencer-generated content is one of the most effective ways to reach a target audience, and it can be a great addition to any digital marketing strategy. By working with an influencer who already has a large following, you can tap into their audience and get your message in front of a whole new group of people.
And because influencer-generated content is often more personal and relatable than traditional advertising, it can be more effective at driving conversions. It can also be a catalyst for kicking off a user-generated content campaign. So if you’re looking to give your digital marketing strategy a boost, consider partnering with an influencer to create some stunning content.
32) Integrate your brand into content
This is when you approach a creator and have them do a sponsored integration in an upcoming piece of content they plan to publish, such as a blog post, YouTube video, podcast episode, or social media post. You will provide the creator with key talking points to cover and they will find a way to mention or showcase your product in a natural way.
Tactical Ideas for an Affiliate Marketing Strategy
One of the most effective digital marketing strategies for businesses is affiliate marketing. In affiliate marketing, businesses partner with other businesses or individuals (affiliates) to promote their products or services. In exchange for promoting the business, the affiliate receives a commission on any sales they generate.
Affiliate partnerships are an excellent addition to most marketing strategies for several reasons:
- They extend the reach of your inbound marketing efforts; you can only do so much with your owned media channels, so why not supplement them with partner content?
- Seeking opinions and recommendations from a third party is an important part of almost any prospective customer’s buying process, and affiliates are great for this.
- They are relatively low risk; you only pay for what you get.
- Your competitors are probably doing it!
33) Join an affiliate network
One of the quickest and easiest ways to find partners is to join an affiliate network. Affiliate networks are built to help you recruit and manage partners so that you can scale your program more efficiently. These networks typically have marketplaces where vendors can introduce themselves and allow promoters to apply to join their partner program. They also offer a variety of tools and resources, such as partner analytics, reward payouts, messaging systems, and more.
34) See who’s ranking in organic search
A simple Google search is a great place to start when trying to find affiliate partners to promote your product or service. Affiliate marketers typically promote products by doing reviews, comparisons, and guides. One of the most effective tools used by affiliate marketers is a listicle, which is an article that lists and ranks products. You will want to find these listicles and make sure your product or service is included in them, and you do this by inviting the blogger to your affiliate program.
35) Branch into YouTube
You can also replicate the same exercise you would go through for organic search, but on YouTube. There are YouTube creators creating content about virtually every product or service out there. You will want to find the creators who are already talking about your product category and reach out to invite them to join your program.
36) Get your customers to “Refer-A-Friend”
Many businesses offer customer referral programs as a way to generate new leads and grow their customer base. By offering a discount or other incentive for referring new customers, businesses can encourage their existing customers to promote their products or services. In some cases, businesses may also offer a bonus for customers who refer a certain number of new customers.
37) Offer multiple commission structures
When it comes to affiliate marketing, there are a variety of commission structures that can be used. The most common structure is known as pay-per-sale, which rewards affiliates for each sale that they generate. Another popular option is pay-per-lead, which pays affiliates for each lead that they generate, regardless of whether or not a sale is ultimately made. It’s also not uncommon to see a combination of the two.
Offering your affiliates multiple commission structures to choose from can make your program more appealing to join and lead to more active partners. The best commission structures for your affiliate program will depend on what your competition is offering, what your partners want, and what you can afford to offer.
Tactical Ideas for a Sponsorship Strategy
Sponsorship marketing is a type of business-to-business marketing in which one organization provides financial or other support to another organization in return for access to the latter’s customer base, employees, or media visibility. These partnerships play an important part in a business’s marketing plan, complementing ad campaigns and other marketing initiatives.
While it has been around for decades, sponsorship marketing has become an increasingly popular marketing tool in recent years as businesses look for ways to help their marketing communications stand out. The term “sponsorship” is somewhat outdated even, as the arrangements today are more strategic with a “partnership” approach. These partnerships are most successful when both sides put share their goals and objectives so that a mutually beneficial solution can be built.
38) Sponsor a sports team
You can increase your brand’s awareness and build relationships with the fans of a sports team that you sponsor. If you can find a way to integrate your business in a way that enhances their experience as a fan, you can build a positive brand association that can last a lifetime.
What’s great about sports sponsorship is that sports teams come in all different sizes. If you are looking for global reach and you have a substantial budget, you can partner up with major sports team or organization. On the other hand, if you’re looking to hit a specific niche market, you can sponsor a local team in your business’s community. Sport sponsorships can fit just about any marketing objective, and can even be used as a tactic for an internal marketing strategy.
39) Sponsor an event
Similar to sports sponsorship, an organization can sponsor an event. This could be a music festival, a conference, or any number of other events. The key is to find a way to add value to the event and leave a lasting impression on the audience. You can do product giveaways, host a VIP lounge, or sponsor a specific element of the event.
Looking for pain points that a guest would have is usually a good place to start when it comes to ideation. Being the solution to a pain point is a great way to build relationships and increase your brand’s visibility.
40) Sponsor a non-profit organization
Sponsoring a non-profit organization is another possibility. As a business, sponsoring a non-profit can help to build goodwill and positive brand awareness. It can also be a way to give back to the community and support a cause that aligns with your company’s values. There are many different sponsorship levels available, allowing you to choose the degree of involvement that best fits your budget and your goals.
41) Sponsor a podcast
Using podcasts as a paid media channel can be a powerful tool for reaching engaged audiences. Podcasting continues to grow in popularity with advertisers. And it’s no wonder why; sponsoring a podcast offers several benefits for brands:
- Podcast listeners are 2.5 times more likely to take action after hearing an ad on a podcast than after seeing an ad on TV.
- Because listeners get to know the hosts, podcast sponsorships feel like a personal recommendation from a friend.
- Different podcasts reach different audiences, so advertisers can pick and choose which ones are the best to invest in.
42) Extend your brand
Depending on the intellectual property (IP) rights you receive through your sponsorship strategy, you can consider leveraging your partnerships as extensions of your brand. This could include having content on your owned media channels to showcase your sponsorships, incorporating a partner’s IP in your product packaging, or even creating a co-branded product. It can even apply to your influencer marketing strategy!
Tactical Ideas for a Mobile Marketing Strategy
One of the keys to an effective digital marketing strategy is to reach your audience where they are. And these days, that means creating a mobile marketing strategy. Mobile devices are increasingly becoming the primary way that people access the internet, so a business needs to ensure its tactical marketing plan is optimized accordingly.
43) Create a mobile app
You should consider creating a mobile app for your business. Don’t worry if you don’t have the budget for a native app; there are plenty of options for developing hybrid or web apps that can provide a great user experience at a fraction of the cost. An app is a great addition to your marketing mix as it opens the door for things like push notifications and geofencing.
44) Optimize EVERYTHING for mobile
Even if you don’t have an app, you should still optimize your other owned media channels for mobile. This could include developing a responsive website design, creating mobile-friendly email templates, or adding subtitles to the videos you use in social media posts. A poor user experience can be the difference between a customer completing a purchase or abandoning their cart, so it’s important to get it right.
45) Market via text message (SMS)
SMS marketing is a powerful tool that can help businesses to reach their target audiences quickly and effectively. By sending text messages directly to a customer’s phone, businesses can ensure that their message is seen and heard by the people who are most likely to be interested in it. SMS marketing can be used to promote sales and special offers, to remind customers of upcoming events, or even just to keep them up-to-date on the latest news from the company. Thanks to its high open rate and click-through rate, SMS marketing is an extremely effective way to reach out to customers and keep them informed about what’s going on with your business.
46) Use location-based marketing
Location-based marketing is a type of marketing that uses geolocation technology to deliver targeted content and messages to consumers based on their current location. This can be done through geofencing, which uses GPS to target consumers within a certain radius, or proximity marketing, which uses Bluetooth or NFC to target consumers who are within close range. You can use location-based marketing to deliver deals and coupons, promote nearby events, or provide directions and information for your business.
47) Take advantage of the second screen
One of the latest trends in marketing is known as second screen marketing, which refers to the practice of using a second screen (usually a mobile device) to enhance the viewers’ experience of a primary screen (usually a television). For example, a company might run a commercial during a popular TV show and then display related content on a website or app that viewers can access while they watch. This can be an effective way to engage viewers and promote your product or service.
Tactical Ideas for a Cause Marketing Strategy
Good marketing is about more than just selling products or services; businesses need to find ways to connect with their customers on a deeper level. One way to do this is through cause marketing. Cause marketing is a type of marketing that focuses on aligning a company’s brand with a particular social or environmental cause. This can be an effective way to engage customers and build loyalty. It can also help to attract new customers who are looking for businesses that share their values.
48) Thoughtfully choose causes to support
While cause marketing can be a powerful tool, it’s important to make sure that it’s done in a way that is authentic and genuine. When you are choosing which causes to support, make sure they align with your business and that there’s a story you can tell. You can also listen to your customers so you can understand their pain points and which causes are important to them. The most important thing is to not force a connection; it will be obvious if you’re not being sincere.
49) Donate a percentage of sales
If you’re looking to market your business in a way that gives back, consider donating a percentage of sales to charity. Not only will this help to raise awareness for the cause you’re supporting, but it can also help drive sales. Customers are always looking for businesses that share their values, and by donating a portion of your profits, you’ll be sure to attract their attention. Plus, they’ll be more likely to support your business in the future, knowing that you’re committed to giving back. So if you’re looking to build a marketing plan that makes a difference, consider donating a percentage of your sales. It’s a win-win for everyone involved!
50) Match donations
Have you ever seen a company advertising that they will match any donations made to a certain charity? This is an effective marketing strategy. The way it works is a company agrees to donate the same amount of money to the charity for every donation that is made by the public. So, if you donate $100 to the charity, the company will also donate $100. This marketing technique can be very effective in getting people to donate to a cause because it makes them feel like their donation will have twice the impact. Plus, it can be a great way to build goodwill for the company.
51) Donate based on triggers
Your cause marketing tactics don’t necessarily need to rely on your sales. You can also make donations based on triggers. Some examples of triggers include:
- Bell donating 5 cents for every social media post using the hashtag #BellLetsTalk
- T-Mobile donating $10,000 for every home run hit with a gold ball in the MLB Home Run Derby.
Initiatives like this can go viral and bring a lot of positive attention to your brand while also giving back to a worthy cause.
52) Integrate cause marketing across your brand
Cause marketing can be at the forefront of your business’s mission and entire brand. For example, TOMS is a company that sells shoes and gives away a pair of shoes to someone in need for every purchase made. The Drink Water brand exists to raise awareness around the importance of drinking water in sports and donates 10% of its profits to a non-profit working to solve the global water crisis. The results can be incredible when cause marketing is integrated into your brand like this.
Tactical Ideas for a Traditional Media Strategy
Traditional media is a type of advertising that includes print, radio, television and other offline platforms. These marketing strategies are often used to attract market segments who may not be active online. While traditional media can be costly and difficult to measure, it can still be a successful marketing strategy. If the “day in the life” of the target audience a marketer is trying to connect with has exposure to traditional media, this is a completely viable channel to include in a marketing plan.
53) Advertise on network television
Television advertising has been a mainstay of the traditional media landscape for decades. TV ads allow businesses of all sizes to reach a mass audience, and they can be highly effective in driving sales. However, television advertising is not without its challenges. The cost of airtime on network television is typically very high, and the competition for ad space is fierce. In addition, television ads must be carefully designed to capture viewers’ attention in a limited amount of time, not to mention PVR is a thing!
54) Advertise on the radio
Radio ads can be used to target specific demographics, such as people in a certain age range or geographic location. You can also use radio ads to reach people during specific times of day, such as during their morning commute. Although the radio industry is declining overall, there can still be merit in advertising to those who do still listen. So if you are considering running some radio ads, be sure to do plenty of market research to understand who’s listening and when.
55) Advertise outdoors
Out-of-home advertising is a marketing strategy that involves placing ads in public spaces. This can include traditional paid media forms of advertising, such as billboards and transit ads, as well as more innovative approaches, such as street marketing. When crafting a marketing plan, businesses should consider how out-of-home advertising can be used to reach their target audience. For example, transit ads may be particularly effective for reaching commuters, while street marketing can be a great way to connect with pedestrians and people who live in densely populated areas.
56) Take out an ad in a print publication
Print advertising is a type of paid media where businesses print ads in newspapers or magazines. This can be a cost-effective way to reach prospective customers, as businesses only have to pay for the space they use. Additionally, print advertising can be targeted to specific demographics, such as by placing ads in publications that cater to certain age groups or interests.
57) Send direct mail
When it comes to marketing, there are a lot of different strategies to choose from. But if you’re looking for a tried-and-true method that can help you reach your target audience, direct mail is a great option. With direct mail, you can control who receives your message and where they receive it. Plus, it’s easy to track the results of your campaign to see how many people responded. Best of all, direct mail is an affordable way to reach a large number of people.
Frequently Asked Questions
How do I know which tactics to include in my marketing strategy?
As a business owner, you know that marketing is essential to driving growth. But with so many different tactics available, it can be difficult to figure out which ones to include in your marketing strategy. The best place to start is by understanding your target persona. What are their day-to-day lives like? What problem are they trying to solve?
Once you have a good understanding of this, you can start to develop the best marketing strategies that will resonate with them. Use market research to understand what type of content they’re consuming, what channels they’re using, and what kind of messaging they respond to.
If you find your target persona is primarily online, consider tactics that fit a digital marketing strategy, such as SEO, content marketing, social media marketing, and email marketing.
Which tactics are the best?
There isn’t a simple answer to this question, but a good place to start when choosing the tactics for your marketing strategic is market research. One consideration when developing a marketing strategy is what your market research tells you. If you understand the needs and wants of your target audience, the best tactics will start to reveal themselves.
What’s most important is making sure there’s synergy between the tactics that you choose. They should all tie back into your overarching strategy. So if you decide to run a multi-channel digital marketing campaign focused on lead generation, each and every one of your digital marketing efforts should also be focused on driving leads.
How many different tactics should I use?
This really depends on your budget, the size of your marketing team, the owned media channels you have, and your overarching marketing strategy. It all comes down to how many you can realistically do well. Many of these tactics succeed and fail together, so you will want to make sure you can give each of them the attention they require. Only include tactics in your marketing plan that will have a meaningful purpose.
How will I know if my marketing efforts are working?
The first step is to set marketing goals that are backed by specific, measurable metrics. Take a look at where you are now, and set a goal for where you want to get to. If you’re looking at an inbound marketing strategy, consider setting a goal around website traffic or leads generated. A digital marketing strategy could be focused on something as simple as growing an email database or follower count on social media accounts.
Once your goals are set and you have the metrics to track and analyze, your marketing team will be able to track which tactics are working and which need to be optimized.
Successful marketing strategies require more than just a few tactical ideas – it takes a dedication and willingness to experiment with new things and constantly adapt to the ever-changing landscape. The most important part is to focus on your target market and understand their needs. From there, you can uses these tactical ideas to develop a marketing strategy that will help you achieve your business goals.
Are you a marketer who works from home? Or maybe you're starting up a side hustle? Be sure to check out my list of work from home essentials that will boost your productivity!