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. C’è sempre bisogno di studio e contestualizzazione per ottenere ciò che ti serve veramente. E per raggiungere il risultato.
Alla base di tutto c’è lo studio, la capacità della singola azienda di affrontare con la massima cura possibile questo tema. Vale a dire, qual è la soluzione ideale per fare una buona promozione? Il marketing è la 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 o lasciare che sia l’ego a imporre il proprio dominio. Chi si muove in modo tecnico ed evitando sbavature ha sempre una marcia in più. Saranno gli altri a parlare bene di te e il nome girerà. In modo automatico e senza intoppi?
No, devi valutare i contesti esterni. Vale a dire la concorrenza. Puoi essere bravo nel lavoro, ma non sei l’unico. Quindi devi applicare una serie di strategie di marketing per far 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.
Questo significa fare brand awareness, un’opera che consente di far passare il nome dall’anonimato alla conoscenza 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 è un’opera complessa che prevede l’impegno di anni. Non si ottengono buoni risultati in poco tempo, non puoi fare brand building in sei mesi.
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.
Il campo dell’influencer marketing è florido. Anche se oggi si parla molto di questa tecnica, soprattutto in termini di influencer marketing su Instagram e Facebook, il lavoro è vecchio come la pubblicità. Da sempre ci sono delle persone in vista 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.
La differenza è sottile. Il primo è legato all’aspetto 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.
L’influencer, invece, ha dalla sua parte la credibilità. Può intervenire con cognizione di causa, conosce l’argomento e se usa un prodotto o servizio vuol dire che è affidabile. Un po’ come gli sportivi che usano un determinato tipo di calzature durante la performance. Questo significa che crede veramente in quello che fa.
MICRO AND MINI INFLUENCER
Sempre più importante imparare a valutare l’efficacia di un influencer non dal numero di follower ma dalla capacità di toccare una determinata nicchia. Spesso le aziende non usano questi profili per raggiungere grandi platee, ma 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 offline. Vero, siamo passati dall’outbound all’inbound marketing e dobbiamo farci trovare quando le persone ci cercano. Senza interrompere. Ma è vero che la forza dei vecchi media è ancora forte.
The inbound marketing funnel.
Non è l’unica in campo, è vero. E in determinati settori ha ancora il suo potere. Ma è chiaro che in una 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
O almeno la base per chi decide di usare internet per creare attenzione intorno al proprio brand. Questo passaggio, dall’offline all’online, prevede un cambio di 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 che le persone cercano su Google. Questa è la base dell’inbound marketing: farsi trovare nel momento in cui le persone hanno bisogno di te. Non è un lavoro semplice e ha bisogno di una pianificazione attenta.
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.
Il motivo è semplice: raggruppano un universo quasi completo e rappresentativo di individui. Sulla prima piattaforma, ad esempio, trovi il mondo intero. E sulla seconda puoi sfruttare una serie di procedure, come l’influencer marketing e il 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 l’uso di promozioni. And then there are the sponsorships that, at least for Facebook and Instagram, can bring great results.
