When you start working in the world of advertising you realize that there is no single way to achieve certain results. That's why you know that, sooner or later, the time will come to work with marketing strategies ideal for a particular purpose. And this is where your operational and theoretical ability comes into play.
You cannot improvise and think of managing marketing strategies as it happens, i.e. choosing the one you prefer based on what you thought you could apply to your reality. Study and contextualization are always necessary to get what you really need. And to achieve the result.
At the heart of everything is research, the ability of each individual company to address this issue with the greatest possible care. That is, what is the ideal solution for effective promotion? Marketing is the necessary lever to increase profits, sales. You have to choose. Let's try to list the best tactics?
THE BEST STRATEGY OF MARKETING IN ABSOLUTE
I'll tell you right away, I don't want to wait: you have to work well. Punctual, professional, honest Or let your ego assert its dominance. Those who proceed technically and avoid smudges always have an edge. Others will speak well of you, and your name will get around. Automatically and seamlessly?
No, you have to evaluate external contexts. That is, the competition. You may be good at your job, but you're not the only one. So you have to apply a series of marketing strategies to make the brand emerges. But the starting point is this, and you can start exploiting it in the simplest way possible: with social proof.
Do you have a website? Ask satisfied customers to leave a review. Are you a restaurant, hotel or bar? Use Tripadvisor to position your place among the best choices. Are you a freelancer?
Use Google My Business for geolocated results or platforms advanced like Trustpilot. In short, this is the first step: work well and find a way to bring out this reality, it can be decisive.
AIM ON THE BRAND AND GROW THE NAME
A direct consequence of the previous section. Working well can be called the former marketing strategy to increase profits and turnover? Perfect, now you have to make sure that the name is associated with positive values. And that a single glance is enough to recognize the work.
This means creating brand awareness, a work that allows the name to pass from anonymity to knowledge. immediate and glaring. What do you need to operate in this direction? Here is a series of elements:
- Naming.
- Payoff.
- Logo.
- Value.
- Mission.
Some points are visible every day, others become the starting point for making people recognize themselves in your work. I can assure you of this: the work on the brand It's a complex undertaking that requires years of commitment. Good results aren't achieved quickly; you can't build a brand in six months.
GET HELP FROM INFLUENCER AND TESTIMONIAL
Your brand develops thanks to your daily actions, to the coherence between what you communicate and concrete activities. But you can't always do it alone. Sometimes it is necessary to have the contribution of someone suitable for the purpose. In other words, making your brand known to an already close-knit community, tied to specific goals and needs.
The field of influencer marketing is thriving. Although there's a lot of buzz about this technique these days, especially in terms of influencer marketing on Instagram and Facebook, the work is as old as advertising itself. There have always been prominent figures who do endorsement. That is to say they support a product or service.
This is because people allow themselves to be influenced by those who have certain characteristics that become essential for making certain content viral. Which is part of your brand. But how is the work of influencer marketing articulated? What can I do and choose? The strategies are different but fall into two areas.
- Celebrity endorsement.
- Influencer.
The difference is subtle. The first is related to appearance. classic advertising: is a person with visibility who places his name and face next to something you want to promote. But it has no expertise or credibility in a niche. It is the typical example of an actor promoting a pot battery.
An influencer, on the other hand, has credibility on their side. They can speak with full knowledge of the facts, they know the subject matter, and if they use a product or service, it means they're trustworthy. It's a bit like athletes who use a certain type of footwear during performances. This means they truly believe in what they do.
MICRO AND MINI INFLUENCER
It's increasingly important to learn to evaluate an influencer's effectiveness not by their number of followers but by their ability to reach a specific niche. Often, companies don't use these profiles to reach large audiences, but vertical and specific markets. That's why we talk about micro influencers, very effective in certain sectors.
ADVERTISING IN TRADITIONAL MEDIA
This is the step that allows us to speak without fear of the main marketing strategies, both online and offlineTrue, we've moved from outbound to inbound marketing, and we need to be found when people are looking for us. Without interrupting. But it's true that the power of old media is still strong.
The inbound marketing funnel.
It's not the only one in the field, that's true. And in certain sectors it still has its power. But it's clear that in a wide overview of the main marketing strategies should be borne in mind:
- Radio.
- Television.
- Newspapers.
- Newspapers.
- Weekly.
- Periodicals.
- Locals.
There is no one clear definition according to which a business, without knowing how and why, can consider itself exempt from these channels. At Christmas, I see Amazon commercials on television. On general TV.
Even on Black Friday. And it is clear that when the communication sector is saturated you have to expand the boundaries. Moving on to the mainestream, channels that shoot the public in an undifferentiated way.
WEB MARKETING, THE GREAT START
Or at least the basis for those who decide to use the internet to generate attention around their brand. This transition, from offline to online, involves a change of fundamental register: people today are not just passive. They respond, interact, involve. And you have to take advantage of this thanks to a series of maneuvers.
ADVERTISING ON SEARCH ENGINES (SEM)
One of the main activities to promote on the internet: exploit ii search engine. It's not a simple job, and over time they develop specific specializations. But the taxonomies that characterize these marketing strategies are two. Let's find out together to understand if they are right for you.
Search Engine Advertising (SEA)
That means search engine advertising. Search engines (primarily Google) provide channels for promoting results in terms of native advertising. That is to say, without differentiating too much the organic ones from the sponsored ones. This is one of the main marketing strategies for small and large businesses.
Organic positioning (SEO)
This is one of the activities you can implement with a blog or website: you positions for keywords that people search for on Google. This is the foundation of inbound marketing: being found when people need you. It's not an easy task and requires careful planning.
In turn, this step is divided into Local SEO, specific for businesses that have an interest in positioning themselves for geolocated, on-page and off-page SEO searches. Namely those specializations that allow you to obtain the necessary requirements to position yourself in the serps. Without the contribution of channels like Google AdWords (now Ads).
SOCIAL MEDIA MARKETING: AN INFINITE WORLD
That's right, when it comes to promotional activity on platforms such as Facebook, Twitter, LinkedIn and Instagram you risk needing a separate article. I'll try to summarize a key passage: today it is difficult to give up the force of some dynamics created on social networks. In particular, the binomial composed of:
- Facebook.
- Instagram.
The reason is simple: they bring together an almost complete and representative universe of individuals. On the first platform, for example, you find the entire world. And on the second you can exploit a series of procedures, such as influencer marketing and visual storytelling, who have infinite leverage on the public. Especially in B2C.
Difference between staff and advertising
When it comes to social media marketing, however, a substantial diversity must be pursued: there is a daily job, based on the ability to conceive and manage campaigns that do not include the use of promotions. And then there are the sponsorships that, at least for Facebook and Instagram, can bring great results.
