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Marketing strategies.

A marketing strategy refers to a comprehensive plan, developed with overall marketing goals and objectives in mind, for reaching and converting prospective consumers. Whether you’re launching a new small business or have an existing one, you need to adopt a couple marketing strategies in order to promote your business and generate sales. Don’t let limited resources and a small budget stop you – all businesses of any size can use a marketing strategy to grow their business.

Before developing a strategy, you first need to do some research to understand your audience, your value proposition and the tools that you’ll use. Once you understand your target audience and their problems, you are able to present your business as the solution and earn their loyalty. A strong value proposition will differentiate you from your competitors, so that your target audience is automatically drawn to you. Don’t forget to set performance goals and objectives so that you can actively work towards meeting them. This all may seem overwhelming, but we’re here to help! Here are a few popular marketing strategies that you should consider for your business:

Email marketing

Although email has been around for decades, sending an email is still one of the best methods for contacting your customers directly. It is the main form of communication for most businesses around the world. This is probably the only marketing strategy that allows you to build personal relationships with customers along their entire shopping experience. Using the power of email marketing applications or various other tools, you can create specialised campaigns based on certain events or actions. For example, you can send regular newsletters containing your latest products, or even send a thank you email after a customer makes a purchase.

Search engine optimization

In addition to developing an impressive website, search engine optimisation (SEO) is probably the most impactful marketing strategy for any business. It’s all about optimising your content to increase your visibility in search engine results (Google, for example) so that prospective customers can easily find you. The aim is to increase the quality and quantity of website traffic, as well as boost brand exposure. A piece of content that is loved by search engines is considered SEO-friendly and will rank in search engines. The higher the rank, the more customers are likely to see it, and then make a purchase from you. Read more about SEO here.

Pay-per-click advertising

When an advertiser pays a publisher for an advert that is clicked (that usually drives traffic to the advertiser’s website) it’s called pay-per-click (PPC) advertising. This method of advertising is commonly associated with search engines and is a great way to supplement your SEO efforts. When prospective customers search for certain keywords that are selected by the advertiser, their advert will display near the top of the search results. This marketing strategy can become one of the more expensive strategies (even more so if you’re in a popular, competitive market) but it is worth looking into, especially because you can set a specific budget.

Social media marketing

Businesses across all industries can use social media to promote their product or service. All you need to do is find and implement the right strategies for reaching, engaging and resonating with your target audience. Once you build a relationship with your audience, they are likely to become loyal, raging fans that often purchase your products. You can implement both organic (non-paid) and paid social media marketing strategies, which is partly why social media is simply a business necessity! Read more about social media here.

Content Marketing

Content marketing is the act of developing, publishing and promoting high-quality content that your target audience will find valuable (such as blogs, whitepapers, ebooks, infographics or videos). It is a way to speak to your potential customer’s challenges while positioning your business as the solution. At the same time, it shouldn’t be too salesy – your aim is to provide meaningful content by sharing your knowledge and expertise. This is usually a long-term strategy, as it will take time to build trust with your audience and for your content to rank in search engines. However, it can result in sustainable growth in visitors, leads and customers. More importantly, your business could be seen as an industry leader if done correctly!

Print media

These days, many strategies prioritise a strong online presence, but print media still exists (and thrives!) in some niche markets. It comprises of magazines, newspapers, books, circulars, flyers and everything else that is physically printed on paper. If you think your target audience would benefit from product brochures for example, be sure to print and distribute some! Since print media is decreasing in overall popularity and for a few other reasons, it is rarely effective if used as your only marketing strategy. It is best used in conjunction with online marketing strategies.

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