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How Marketing Analytics Software Can Transform Your Business Strategy
In today’s fast-paced and highly competitive business landscape, data-driven decision-making has become a crucial element for success. Marketing analytics software plays a vital role in providing businesses with actionable insights that can transform their marketing strategies and drive growth. In this article, we will explore how marketing analytics software can revolutionize your business strategy.
Understanding Your Customers Better
One of the primary benefits of marketing analytics software is its ability to help businesses gain a deeper understanding of their customers. By analyzing data from various sources, such as website traffic, social media interactions, and customer demographics, businesses can create detailed customer profiles and segments. This information allows marketers to tailor their messaging and campaigns to specific audiences, increasing the chances of engagement and conversions.
Moreover, marketing analytics software enables businesses to track customer behavior throughout the buyer’s journey. By monitoring key metrics like click-through rates, conversion rates, and average order value, marketers can identify patterns and trends that reveal what drives customer actions. Armed with these insights, businesses can optimize their marketing efforts to better meet customer needs and preferences.
Optimizing Marketing Campaigns
Marketing campaigns are often complex endeavors involving multiple channels and touchpoints. Without proper analysis and optimization, it’s challenging to determine which strategies are effective in driving results. Marketing analytics software provides the necessary tools to measure campaign performance accurately.
By tracking key performance indicators (KPIs) such as return on investment (ROI), cost per acquisition (CPA), and conversion rates across different channels, marketers can identify which campaigns are generating the best results. This allows them to allocate resources more efficiently by investing in high-performing channels while adjusting or eliminating underperforming ones.
Additionally, marketing analytics software offers real-time reporting capabilities that enable marketers to monitor campaign progress continuously. By having instant access to data on campaign reach, engagement levels, and conversions, marketers can make informed decisions on-the-fly. This agility is crucial in today’s rapidly changing marketing landscape, allowing businesses to adapt their strategies quickly and capitalize on emerging opportunities.
Measuring Marketing Attribution
One of the biggest challenges marketers face is accurately measuring the impact of various marketing efforts on business outcomes. Marketing analytics software provides advanced attribution modeling capabilities that help solve this problem.
With marketing analytics software, businesses can track customer touchpoints across multiple channels and devices. This allows them to understand the customer journey from initial awareness to final conversion. By assigning appropriate weights to each touchpoint, marketers can determine which channels and tactics contribute most significantly to conversions and revenue generation.
Accurate attribution modeling not only helps businesses make data-backed decisions but also enables them to optimize their marketing budgets. By identifying which channels deliver the highest returns, marketers can allocate resources more effectively, ensuring maximum ROI.
Enhancing Performance with Predictive Analytics
In addition to providing insights into past performance, marketing analytics software also offers predictive analytics capabilities. By leveraging historical data and sophisticated algorithms, businesses can forecast future trends and outcomes with greater accuracy.
Predictive analytics enables marketers to identify potential opportunities and threats in advance. For example, by analyzing customer behavior patterns, businesses can anticipate when a customer is likely to make a purchase or churn. Armed with this knowledge, marketers can proactively engage customers with personalized offers or retention strategies, effectively maximizing their chances of success.
Furthermore, predictive analytics helps optimize resource allocation by identifying high-value customer segments that are more likely to convert or generate significant revenue. This allows businesses to focus their efforts on acquiring and retaining these valuable customers for sustained growth.
In conclusion, marketing analytics software has become an essential tool for businesses looking to gain a competitive edge in today’s data-driven world. From understanding customers better and optimizing campaigns to measuring attribution accurately and leveraging predictive insights, marketing analytics software empowers businesses with actionable information that drives strategic decision-making for growth and success.
This text was generated using a large language model, and select text has been reviewed and moderated for purposes such as readability.
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10 Effective Marketing Strategies For Business Growth
Developing a successful marketing strategy is a critical task for overall business success. But knowing what marketing strategies to employ to grow your business can be tricky. That’s where we can help.
First off, let's debunk the myth that marketing operates in a vacuum. It's not a single, fleeting act but rather an intricate dance of multiple moving parts. Each plays its role at different stages of your journey, from long before a transaction even occurs to the grand finale of converting your customer and everything that’s required post purchase.
To do this well, you need to have an in-depth understanding of your target audience and offer them something of value. And you need to be offering this at the right time, in the right places and in the right way in order to grow your business. Of course, the activities used to do this effectively will vary between business and industry, but to get the most from your marketing and to reach a wide audience, it’s vital to consider and test out a number of different strategies.
Here Are 10 Effective Marketing Strategies For Business Growth:
1.social media .
Yes, it’s an obvious one, but it can’t be ignored considering the majority of people are on social media - 60.6% to be exact . Social media marketing presents an opportunity for businesses to get their product or service in front of their target audience and find new customers. Your existing customers will also expect a social presence, whether it’s to answer their questions or show them who you are as a brand. And now more than ever, people use social media like a search engine , so it’s imperative you don’t get left behind.
Before you jump onto every social media platform going, you first need to figure out what are the right channels to use. Do some research and find out where your target audience hangs out. Is it on TikTok , Facebook, Instagram or LinkedIn? Once you know this, then you can research the best types of content to post on each. Whether it’s product-focused, customer testimonials, behind the scene, company culture, or industry-relevant news, make sure you regularly analyse what content works well and what doesn’t. Top tip - an analytics dashboard is a great way to do this.
Related reading: The 11 Social Media KPIs You Should Really Be Tracking
Top Tips to Grow Your Business Using Social Media
Show the human side of your brand.
With the emergence of AI tools now, it can be tempting to throw together a social media content calendar using chat GPT. The problem with this is though that you could risk sounding robotic and impersonal. The point of social media is to be social (the clue is in the name) so make sure your brand comes across as authentic and relatable, injecting personality into your posts and comments where possible.
Use your social media as a useful resource, not a sales channel
Nobody wants to be sold to constantly. While it’s still useful to post some of your special offers and product-focused content, make sure you don’t overwhelm people with constant sales and pushy offers. Social media is the opportune place to build brand awareness, but this doesn’t happen by shoving your product in people's faces. It happens by sharing valuable, relatable and relevant content that resonates with your target audience. Your social media channels are also the first touchpoint for many potential customers, so you want to entice them in with useful resources, rather than dozens of posts screaming “sell, sell, sell”.
Research suggests that consistency is key for social algorithms. Those who have engaged with your content in the past or who follow you, are more likely to be shown your content in future. Maintaining a consistent posting schedule will allow you to increase your followers and engagement, leading to a broader reach for your content.
2. Get The Most Out of Email Marketing
Email marketing is a powerful tool for nurturing and converting leads and still remains one of the most effective ways to reach customers and generate revenue. In order to make the most of email marketing, you need to ensure you have a list of prospects to email in the first place.
Top Tips to Growing Your Email List:
- Make signing up easy - Ensure there are clear email CTAs on your website or app, landing pages, social channels and anywhere else your customers are to make it easy to sign up.
- Offer an incentive - People are more likely to sign up for your emails if they are getting something of value in return. Consider giving discounts, vouchers, ebooks or downloadable guides as a reward for signing up.
- Don’t be too pushy with sales - Just like we mentioned above on social media, don’t spam people with sales emails constantly. Provide value in your emails, sharing top tips, how-tos, industry news and anything else that would be of interest to those on your email lists.
- Segment your lists - Create different lists based on a range of criteria for example interests, behaviour or demographic information and send different emails to each list. For example, you might make a list of people who have purchased a specific product, then email them to recommend another product that they might be interested in. This type of email will only be relevant to a specific subset of people in your overall list, so there is no point in sending that email to everyone. Another example could be if someone clicks on a specific link, they've clearly expressed an interest in something in particular. Mark that person as a subscriber, so you may market to them later. If someone makes a purchase, mark them as a buyer. Identifying your buyers' and subscribers' interests is critical for segmentation.
- Automate your emails - Any good email service provider (ESP) will have the ability to set up automated email workflows and sequences, which will form part of any good sales and marketing funnel, helping create strong relationships with subscribers. You could set up welcome emails for new subscribers, re-engagement emails for those who haven’t opened your email for a certain period of time, winback emails for those who haven’t bought from you in a certain period of time or feedback emails for those who have bought a product from you. While these are automated, be sure that they sound human and include personalisation tokens such as first name or company name.
- CTAs - Make sure each campaign has a clear and compelling CTA. This doesn’t always need to be a sale, it can be a website visit, ebook download, social media follow or read more button. Encouraging people to click CTAs within your emails will increase engagement, keeping potential customers interested and more likely to continue opening your emails in future.
- A/B testing - Split test everything because you never know what will be the most effective until you put it to the test. This can help you better understand what your audience responds to, allowing you to communicate more effectively and sell to your customers.
3. Take Advantage of Co-branding, Affinity, and Cause Marketing
What is co-branding.
Co-branding is a marketing strategy in which two or more companies collaborate to promote and sell a new product or service. The result is that consumers are often prepared to spend extra because the brands give their collective credibility to raise the impression of the product or service's value.
You also have the opportunity to use the other brands' existing customer base, meaning you can grow your market share by gaining a new demographic of customers in new locations and regions. Co-branding can be an expensive strategy, however, when the costs are split across both brands, it can be a much more achievable and worthwhile strategy to grow your business. You will also be presented with a great learning opportunity as you will be doubling your resources, which means double the knowledge base to help you both grow.
A great example of this is when BMW partnered up with Louis Vuitton to design an exclusive, four-piece set of suitcases that fit perfectly into the BMW i8 sports car's back parcel shelf.
Source: Louis Vuitton
What is Affinity Marketing?
Affinity marketing, on the other hand, is a collaboration between complementary brands and businesses and brings together people who share similar interests. Examples include coffee shops that sell goods from a local bakery, car repair shops that offer a discount on local car insurance companies or an airline company partnering with a hotel to offer package deals.
Red Bull and GoPro are both associated with high-adrenaline adventures, so it seems only fitting that they have a partnership together. The GoPro brand gains access to more than 1800 Red Bull events across more than 100 countries and includes content production, distribution, cross-promotion and product innovation. The partnership works because both brands share similar interests in high energy, extreme sports so they are a natural fit for each other and their target audiences.
What is Cause Marketing?
Cause marketing is a partnership between a for-profit company and a non-profit organisation. The aim is to promote and benefit social and other charity causes, leveraging and improving brand reputation. It offers several benefits to both parties including increased brand loyalty, positive PR, getting ahead of competitors and building trusting relationships with customers. Marketing relationships like these give customers the feeling that you share their goal to make the world a better place.
Bandcamp Fridays is a great example of cause marketing. On designated Fridays, online music distributor Bandcamp waives its artist fees in order to support the independent artists who use their platform.
4. Start Blogging For Your Business
Anyone can start a blog, but If you're going to blog (especially as a business), be sure you're doing it effectively. Similar to what we said about social media, you should consider how you can add value for your customers. The goal with business blogs isn’t selling, it’s providing useful content that will position you as a thought leader. This is one of the most effective marketing methods for any company and comes with a heap of benefits.
Benefits of Starting a Company Blog:
Driving traffic to your website: .
By regularly posting and updating relevant content to your blog, you can attract more visitors to your website. It’s vital however that you create content that attracts your target audience and you utilise SEO methods to ensure your blogs are getting in front of the right people. Focusing on keywords with a high search volume but low competition from other content creators will increase the likelihood of your content ranking highly on search engine results pages (SERPs). In fact, blogging leads to 55% more website visitors .
Once you successfully have visitors to your blog, you can use this opportunity to capture them as leads. By adding pop-ups or gated content like downloadable ebooks or guides, you can capture basic information like the names and email addresses of your target audience in return for the free content.
You can repurpose your blogs as a valuable source of content to share on your social media channels and email campaigns, creating a valuable opportunity to create engagement with your target audience.
Cost effective marketing:
Blogging is a relatively inexpensive method of inbound marketing compared to some other forms of marketing, and once published can always be updated and used in future, providing long-term marketing value.
If you consistently post high-quality, useful and educational content on a specific subset of topics within your industry, you can establish credibility and demonstrate your expertise. This helps to create trust with your audience. Share your articles on networks like Medium, Quora, Reddit and LinkedIn to reach as many people as possible.
5. Use Videos as Marketing Tools
Video is a quick and effective way to get your message through to your audience. 86% of marketing professionals reported that they used video as a marketing tool, and 78% of those say that video has directly increased sales for their business. 86% said videos helped to boost traffic to their website. Video is a great way to demonstrate to your customers exactly how you can solve their problems. It is also extremely effective for brands with complex ideas, concepts or product features - the adage is "show, don’t tell" for a reason However, not every video needs to be pushing your product. Think outside the box and make entertaining videos that both inform and entertain i.e. how-to videos, customer reviews, behind-the-scenes, tutorial-style videos or even animated videos.
Where you host your videos is also important. You can't ignore YouTube's visibility and reach - it is the world’s second-largest search engine . That’s because YouTube is used in the same way as Google, where people search for solutions and answers to their questions. Use your videos to answer these questions by offering valuable, useful information, and solving a problem for your audience. The more value you provide, the faster you will be able to increase your visibility, and as a result, your sales. Not only will this help to market your business and establish a great social presence but also help you earn money through YouTube. Once you’ve started with this strategy, you can diversify further and add content to various platforms so that you can market as well as monetize your videos even without YouTube and are not dependent on any specific platform.
Like blogs, your videos can be repurposed across your social channels to increase visibility and embedded directly within the blogs themselves.
Video production doesn’t have to be an expensive task. All you need is an idea, a camera and an online video editor to help you put everything together. Video marketing doesn’t have to be limited to just YouTube. If you’re not considering TikTok, you probably should. In 2022, TikTok was the second most downloaded app globally, so there’s a pretty high chance that your audience are using TikTok. We’ve written a full blog dedicated to starting a company TikTok channel, so check it out here .
6. Start Creating Podcasts
Podcasts are an excellent marketing tool as they are generally a low-cost way to reach new audiences, engage with customers and build brand authority. They can be used to position your company as a thought leader while disseminating information about your products.
We think the best way to do this is to engage in brand storytelling, a well-known communication structure to engage customers emotionally. Rather than simply regurgitating statistics and data, storytelling allows you to tell a compelling story about your business, what it does, what it values, what you value as a business leader, how you engage and contribute to your community, and how you resolve issues and problems. Adding that sort of human impact to your brand stories will emotionally affect your target audience, helping them engage with your business.
Podcasting offers a much more personal way to engage with audiences. Listeners often feel a stronger connection after hearing someone's voice, their stories and get a sense of their personality. Podcasts present a great opportunity to create a loyal base of listeners, who are most likely to trust and recommend your brand to others. Just remember to create high-quality, engaging content that your target audience will be interested in. Identify their pain points, interests and goals, and create content that is specific to each.
Collaboration is also a great strategy for podcasting. By collaborating with other brands and inviting guests on to your podcast, you can also reach new audiences - y ou can host and record collaborative podcasts virtually without compromising on HD quality content . Fans of your guest speaker are likely to tune into your podcast, giving you the opportunity to expand your audience, similar to affinity marketing as mentioned earlier.
7. Understand the Power of SEO
Search Engine Optimisation (SEO) might be intimidating, but it can also be extremely effective. And when you know how to master SEO properly or you have the help of an SEO agency, the sky truly is the limit.
SEO is the process of improving your website so that it performs better on search engines like Google and Bing. The thinking behind it is, the better your visibility or ranking on these search engines, the better your overall website traffic will be.
There are generally two types of SEO:
- Technical SEO: This is optimising the technical aspects of your site like load time and URL structure.
- On-site SEO: This is what people most often think of, and refers to the content on your website. Think of keywords and blog content.
One of the reasons people are hesitant to engage with SEO beyond not having the right knowledge, is the shady history of some SEO tactics. Previously, some companies focused on how to "trick" Google with dubious private blog networks ( PBNs are websites that exist only to provide backlinks ) and other link schemes. These are known as black-hat SEO tactics, and while they may produce short-term results, it will get you in hot water in the long run. Using these types of strategies can actually get you banned from Google, essentially tanking any SEO chances you may have. And it’s not easy to rectify.
So how do you implement SEO properly? Prioritise your audience. Google specifically has updated its algorithm to prioritise helpful content, so make sure you are publishing quality content. And don't overuse keywords - this is one of the most common blunders people make. While they are important, it’s more important to create content that is readable and not stuffed with repetitive words and phrases. Also, create material that is both human-friendly and search engine-friendly. This is especially important in the world of generative AI. While Google won’t specifically punish you for using AI, human-centric content is generally thought of as better. Most importantly, be sure that whatever you're saying is entertaining, informative, unique and it delivers value to your audience.
Remember that search engines will direct your content to a user's search result page if you optimise the content you offer on your website, blog, or YouTube channel. SEO allows you to increase organic traffic to your website and improve your ranking in search results.
9. Use AI
Unless you’ve been living under a rock, you will know that AI seems to be more popular than ever, and for good reason as when used effectively, it can help businesses grow substantially. While integrating AI into your strategy might seem daunting, it can offer several advantages to help grow your business. Here are just some ways AI can improve various processes in a business, freeing up valuable time and resources to be able to focus your efforts on growing your company.
Benefits of AI for Marketing:
Accelerated decision-making: AI algorithms possess the capability to quickly process and analyse large volumes of data, far outpacing human capacities. This means business leaders can quickly make data-backed decisions, increasing operational efficiency and minimising periods of inactivity.
Effective personalisation: Through the analysis of customer data, AI can better understand customer behaviour and preferences, and suggest the most relevant products and offers, leading to higher engagement and conversion rates.
Enhanced customer service: AI-powered chatbots can provide instant customer support 24/7, answering frequently asked questions, guiding users into making a sale, reducing wait times and improving overall customer experience. This reduces waiting times, improves customer experience and frees up valuable time for your customer support team to focus their efforts on more challenging or complex customer support enquiries.
Content generation: AI can help to create blog posts, social media captions and even your email campaigns. Just remember that relying completely on AI to create content can be risky. It doesn’t always understand the context of the prompts you give and can make your brand sound very robotic and impersonal. Always proofread and edit content generated by AI to fit your brand.
Accurate demand forecasting: AI models can analyse historical sales data, market trends, and external factors to provide accurate demand forecasts. By predicting future demand accurately, businesses can optimise their inventory levels, reduce the costs they have tied up in unused stock, and minimise the risk of stockouts or overstock situations.
10. Referral marketing
If a friend recommended a brand to you, chances are you are much more likely to purchase from them, rather than if you just saw an ad for that brand, right? That’s what referral marketing assumes anyway. The concept of referral marketing is that existing, satisfied customers recommend your company to their friends and family, with the aim of generating new customers for the business. You can’t rely alone on the good intentions of your existing customers, however, so you need to actively encourage the referrals, usually by incentivisation. This could be by rewarding them with cash back, discount codes, vouchers or service upgrades. For example, online cloud storage company Dropbox rewards customers who have referred someone else with 1 GB of extra storage space.
In the ever-changing world of business, mastering effective strategies is critical for sustainable growth. From harnessing the power of social media to embracing the personalised touch of AI-driven campaigns, the strategies explored in this blog provide a comprehensive toolkit to get you started. By adapting these approaches to your unique goals and industry, you can create a compelling brand presence, foster meaningful customer relationships, and seize opportunities for business expansion. Remember, the key lies in continuous adaptation, experimentation, and analysing your results. All the information you gain from analysing, tracking, and measuring will help you find areas for improvement. This will also help you understand the ROI of your marketing strategies. One of the best ways to track this is by using a Hurree dashboard. Get started with your free trial today .
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11 best marketing strategies to accelerate your business (+ examples)
- Lena Sernoff
- 17 min read
The first and most crucial step in your marketing strategy is marking your online territory. By creating a website , you're claiming a digital space that's entirely yours. Next, you'll need to outline your company's growth plan using the right marketing strategies to generate more leads, web traffic and acquire new customers. From influencer marketing and PR to SEO, we'll explore precisely which types of marketing to focus on in the year ahead to fuel significant growth for your business.
Start building your online presence with Wix .
What is a marketing strategy?
The role of a marketing strategy is to map out how you plan to promote and sell a product or service. Its ultimate goal is to reach your target audience through marketing and advertising campaigns and then get them to buy or engage with your service. It can also help you map our your target audience, as well as the best ways to reach them with tracking and insights.
Essentially, a marketing strategy is an overarching plan that anyone deciding how to start a business , or working with an existing business use to increase visibility and ultimately their profits. It can involve anything from creating a strong brand identity to developing innovative products and services. Successful marketing strategies should be tailored to your specific goals and objectives.
Creating strategic marketing strategies starts with defining what is product marketing for your niche, understanding where you are now, identifying key areas of improvement and focusing on achieving specific goals.
Marketing strategy vs. marketing plan
While these terms are used interchangeably, marketing strategies are broader summaries of what your business does to overcome your pain points, meet your goals and reach your audience.
A strategy provides a larger picture of how you plan to stay ahead of your competition. It can reveal threats that you may need to consider for long-term sustainability . By contrast, the marketing plan methodically outlines details of how you will implement your strategies and how you will track your marketing ROI .
Additionally, your marketing plan is highly detailed and involves the four Ps of marketing : product, price, place and promotion. It helps to ensure a more integrated marketing approach—that is, a unified message across all of your promotional channels.
Why marketing strategies matter
There are plenty of benefits to defining your marketing strategies early on. Marketing strategies are essential for businesses as it helps them to identify their goals and objectives, understand their target audience, and develop an effective approach to reach out to them. A well-crafted marketing strategy can help you gain a competitive advantage , improve your brand image and increase sales and revenue. Setting clear goals and objectives and aligning the marketing strategies to achieve them best sets you up for success. To understand more about the theory behind why marketing matters, we recommend the ideas and work of Michael Porter . He is credited with developing the concept of competitive advantage, for example. There's a lot to be gained from understanding his research and incorporating it into your marketing management .
Furthermore, marketing budgets might be limited when starting a business , and a clear plan ensures you won't waste any resources. Besides, how will you measure success if you don't first establish what it looks like or how you'll get there?
The main elements of a marketing strategy
These may vary but generally include:
Establishing your target audience through market analysis
Deciding on your Unique Selling Proposition , Go to market strategy
Creating your market positioning , and establishing product differentiation, how customers will perceive you and your product
Establishing your pricing
Setting the budget for your marketing strategy
Implementation of your chosen strategy
Continuous tracking and improvement of your plan
For more information on what makes an effective modern marketing strategy, we recommend looking to Phil Kotler , whose work on marketing management and the importance of connecting with your audience, has been instrumental in improving marketing strategies.
11 best marketing strategies
One of the biggest challenges in marketing strategies is keeping up with changing market trends and consumer preferences. Developing an effective marketing strategy can also requires significant time, resources, and expertise; t he list of the types of marketing strategies out there is extensive. By analyzing the top marketing trends and doing in-depth customer and market research, we've narrowed it down to the top 10 strategies for you.
Remember that no matter which methods you decide to include, they will only be effective if your audience likes and trusts your business. As you carry out campaigns, aim to educate, inspire or entertain your audience, so you'll see the most impactful results.
Social media marketing
Search engine optimization (SEO)
Email marketing and newsletters
Earned media and PR
01. Content marketing
In the past decade, there's been a shift in the marketing mindset. Today we see a rise in blogs, podcasts and webinars that are engaging and inclusive to audiences—so they feel more connected with brands.
Creating valuable and informative content has become a win-win especially when it comes to developing and improving customer engagement . Content marketing creates a strategic opportunity for your business to connect with a customer meaningfully.
Content marketing also helps you generate awareness, become an authority and tell a story. Focusing on this strategy early on is handy for other marketing ideas , as you can share your content on social media or in email newsletters later. The most popular content strategies are:
Starting a podcast
02. Social media marketing
71% of small-to-mid-sized businesses use social media for marketing . This high percentage comes as no surprise. Social media marketing is one of the most influential ways to use digital marketing to increase visibility and gain traffic to your website. More so, it can be a valuable lead generation method, a sales channel, an audience insights tool and a customer service outlet.
From Instagram Reels to TikTok, your options of getting in front of new audiences are endless. Ensure you strategically choose which channels you focus most on, based on your target audience. If you aim to reach a professional audience, LinkedIn is a must for creating a company page. Social media platforms are a great way to secure first-mover advantage , a concept in marketing and business when companies are the first to market in a specific product category. The speed at which its possible to generate and distribute multimedia content on social media is ideal for this.
Video marketing is a format that is becoming more heavily favored on social media as users consume more content on their mobile devices (this marketing strategy also works well if you're focusing on mobile marketing), so consider this as an important form of content creation in your marketing strategy. This marketing strategy also allows brands to tap into the phenomenon of viral content. While not easy to achieve, it can have a dramatic impact on key marketing metrics and KPIs, such as website traffic, and brand visibility.
Social media advertising is another component that should not be overlooked. For example, advertising on Facebook can drastically increase new customers. Want to try Facebook advertising for your business? Facebook Ads by Wix directly connects to your website to set up and optimize your campaigns. Remarketing on social media channels is a highly effective way to bring people back to your website to complete a purchase.
Popular social networks for promoting a business:
Our recommended reading to improve your social media strategy:
Types of Social Media Content for Your Business
How to Increase Social Media Engagement
Ways to Improve Your Social Media Presence
03. Search engine optimization (SEO)
Search engines are filled with micro-moments. These are high intent instances when someone wants to learn, buy or do something. By optimizing your chances of ranking higher on search engines to show up at these instances, you're practicing search engine optimization SEO .
Search engine optimization (SEO) can be used as a core marketing strategy or a marketing tactic. In either case, a solid SEO strategy centers around making a brand’s content desirable, discoverable and accessible for web users via search engines like Google and Bing. Like inbound marketing, the most effective SEO strategies will include a great deal of audience research (typically with keyword research) and will be designed to ensure the brand has competitive visibility within the target audience.
SEO strategists tend to focus on industry specialisms and niches, such as technical SEO . Taking this approach can help brands to concentrate knowledge, utilize the most effective SEO tools , and best satisfy user intent.
Using SEO techniques, you'll direct the right kind of traffic to your site. People who find you through searches already arrive at your business website with intent. Driving traffic to your website isn't the only significant benefit. Bottom line sales also improve with SEO. In fact, 70% of online marketers say that "SEO is better than PPC advertising for generating sales."
To implement an SEO strategy, start by learning how to do keyword research the right way. After selecting which high intent keywords you're after, you can begin optimizing your content and improving your online presence to increase your search ranking and visibility.
04. Email marketing and newsletters
Recent studies show that 89% of marketers use email as the primary channel for generating leads . However, for email marketing campaigns to succeed, they need to deliver the right kind of message to your audience (no spammy "Buy now" emails). Good email marketing builds a relationship and acquires trust with readers.
You can still automate emails (check out marketing automation software ) but remember to always add value. These newsletter examples show how all-sized companies can communicate uniquely and interestingly with subscribers. When you make a newsletter , conduct A/B tests to maximize performance.
When done correctly, your email marketing strategy can create a strong ROI, improve customer retention and influence purchasing decisions.
Email marketing tips:
To build your email list , add a pop-up to your website to collect user information.
Share engaging content in your emails, such as blog posts, user-generated content and videos.
Personalize emails by adding information such as first names and customizing content based on how the user engaged with your site.
05. Influencer marketing
According to author and entrepreneur Seth Godin, "People do not buy goods and services. They buy relations, stories, and magic. These wise words sum up the power of influencer marketing . As one of the quickest growing marketing strategies, influencer marketing uses real people to speak for your brand. Another side of it, is tapping into celebrity branding - using high profile influencers or online celebrities as part of your marketing efforts.
Influencers are individuals with high following or authority on a given topic or niche. This is one of the best marketing strategies because you get to expose your products and brand to a high follower reach without spending time building the audience. More than that, the influencer you've chosen to work with can use their authority to sway potential consumers to buy. Influencer marketing is not unlike word of mouth marketing or referral marketing.
The key is to find influencers that relate to your product and align with your brand values. Don’t be afraid to start with smaller partnerships with nano and micro-influencers . Interestingly enough, often their engagement rates and conversions are much higher than the ones with massive followers.
After reading these impressive stats below, you’ll further understand the lucrative power of a good influencer marketing strategy in helping your secure greater market penetration :
60% of marketers report better performance with influencer content vs. their own brand content.
Over 70% of marketers agree that the quality of customers and traffic from influencer marketing is better than other forms of marketing.
Influencer marketing yields between $5.20 to $6.50 for every one dollar spent.
06. Earned media and PR
After you've launched your business and website, it's time to spread the word. Gaining positive publicity and traction from media outlets will create the buzz around your business to get the attention of the masses. Business marketing strategies within this realm come in varying forms, including TV, newspapers, radio and podcasts.
Ideally, the press and publicity you acquire are organic (unpaid), but even if you’re considering working with a paid PR agency, the ROI can prove worthy. Bill Gates himself said, “If I only had two dollars left, I would spend one dollar on PR. It's an effective way to take your marketing communication to the next level.
07. Landing pages
What is a landing page? In simple terms—a marketer's best friend. This standalone page has one clear goal which is conversions.
No matter how successful your various online marketing strategies are, your landing pages and website must convert at a decent rate to make all the efforts worthwhile. Even just a one-second delay in page-load speed leads to a 7% drop in conversions.
Stay up to date with landing page best practices to increase your website conversion rate . By using Wix’s landing page builder , you’re already optimizing with best practices in mind. The landing page templates have customizable designs with CTA buttons placed strategically, built to be mobile-friendly, and critical information above the fold. Simply upload your images and change the text to fit your business.
There are numerous types of advertising to consider for your business. From social media advertising to TV and print advertising, the options for advertising campaigns greatly vary. One thing is clear, online advertising is a powerful way to get your audience's attention. Its digital technology helps you better target, track and measure the results of your paid marketing investment.
Learning how to advertise on Google early on will significantly benefit your growth within digital advertising. Since Google is the largest search engine globally, you want to stay ahead of the competition and show up for strategic keywords related to your offerings with Google ads. Advertising on Google and many social media platforms is also known as Pay-Per-Click (PPC) advertising .
To choose the proper advertising methods for your business, consider:
Costs and budget
Timing and length of your campaign
Creative assets available
09. Affiliate marketing
To answer the question, “ What is affiliate marketing? ” you can think of it as paid partnerships where others promote your brand for you. By creating an affiliate marketing program, you’re ultimately working with another affiliate that will distribute product promotions on their social media accounts, blog, or other platforms. Their sales get tracked with unique links called affiliate links, which allow the individual to get compensated based on performance.
This type of marketing is increasing in popularity, and more and more companies are rolling out their own affiliate programs. Due to this growth, today, 81% of advertisers include affiliate marketing as part of their overall marketing strategy.
Retargeting is a highly effective way to reach people who are already familiar with your brand and have expressed some level of interest in what you have to offer. It allows you to show ads to people who have already visited your website or shown interest in your products or services.
There are a few different ways to retarget people who have visited your website, from display and social media ads to email marketing, which can help you in the following ways:
Increase brand awareness. Make sure your brand is top of mind for people who have already visited your website. This can make them more likely to remember you when they are ready to make a purchase.
Generate leads. Showing ads to people who have visited your website and have done nothing else can encourage people to take the next step. Try offering free discounts or trials to give further incentive.
Drive sales. People who abandoned their shopping carts or visited your website but didn’t buy anything might just need a reminder, and you can make sure they get one.
Whichever platform you choose, just make sure you are tracking the results of your retargeting campaigns so that you can see what’s actually working.
11. AI marketing
Artificial intelligence (AI) is rapidly transforming the world of marketing. AI-powered tools and technologies are being used to automate tasks, personalize experiences and target audiences more effectively. As a result, AI is becoming an essential part of any successful marketing strategy.
AI marketing is still in its early stages, but is rapidly growing in popularity. As AI technology continues to develop, it's likely that AI marketing will become even more important in the future. Here are some specific examples of how AI is being used in marketing today:
Chatbots: Chatbots are AI-powered software programs that can simulate conversation with human users. Chatbots are increasingly being used in marketing to provide customer support, answer questions, and generate leads.
Personalized recommendations: AI can be used to recommend products or services to customers based on their past purchase history, interests and online behavior. This is a powerful way to increase customer engagement and drive sales.
Targeted advertising: AI can be used to target ads to specific audiences based on their demographics, interests, and online behavior. This is a more effective way to reach target audiences and improve the return on investment (ROI) of advertising campaigns.
AI website builders : There are a number of AI-powered design tools available that can help businesses create websites more quickly and easily. These tools use AI to generate templates, layouts and even content for websites.
These are just a few examples of how AI is being used in marketing today. As AI technology continues to develop, we can expect to see even more innovative and effective ways to use AI in marketing in the future.
Marketing strategies examples (and why we love them)
Wix: content marketing with education in mind.
If you haven't yet heard—we launched a podcast. Now What interviews leaders to discuss the future of business, design and eCommerce. The episodes are filled with helpful insights on succeeding as an entrepreneur as technology keeps changing.
Podcasting is a content marketing strategy that centers around the listener. On top of educating and informing with this content, Wix also turns some episodes into blog posts and shares them on social media. We saw how helpful it could be to have all types of content that listeners and readers can consume in the medium that best fits them. And most importantly its not just about promotion—it can inspire and teach something new. Podcasts and other forms of marketing content can also be used as part of your customer relationship management, as they allow you the ability to engage directly with your users or potential customers.
Berta : Social media marketing that keeps up with the trends
Bridal company Berta didn't earn its 2.9 million followers for nothing. Their highly engaging, humorous and trendy Instagram Reels and TikToks take over social media feeds. In one of their Instagram videos , they used a trending voice-over of the Kardashian family speaking. They styled each Kardashian voice with a different Berta dress to playfully showcase their dress line to each unique personality.
Their trendjacking marketing strategy is not only clever and entertaining, but it also displays products naturally. Berta makes themselves relatable and likable, while also positioning themselves as driven by innovation, through social media—something all brands can learn from.
Etsy : Email marketing campaigns that add value
Etsy, a platform known for its handmade gifts, understands how to use email marketing to showcase products while also benefiting the reader. The sharp yet level-headed subject line "Next-level gifting" grabs attention immediately. Opening the email with the following helpful advice:
"A few tips for nailing their gift: 1) Try a pick that's unexpected—but so perfect. 2) Celebrate your connection, whether it's a shared hobby, a sweet message, or an inside joke. 3) Add a personal detail to make it completely one of a kind."
The email grouped different products, such as jewelry, cozy gifts, heartfelt art and more. As a receiver, you're happy you got some thoughtful gift ideas from Etsy. Instead of spamming product links into an inbox, Etsy added value and tried to find ways their marketing could be helpful.
Blue Apron : Influencer marketing with a niche
As a meal prep business, you can only imagine how strategic it was for Blue Apron to partner with a top chef like Sam Kass . Kass reaches 20,000 followers that are likely all food lovers. Blue Apron's use of influencer marketing and personalization has boosted engagement by hosting a virtual cooking class with Kass, helping them foster brand trust. They stayed focused on their niche within the foodie world and used leaders aligned with their values to represent their brand. While a highly effective strategy on its own, mass marketing is not necessarily the right approach in every situation. Understanding your market share within a niche that is more likely to convert is more important sometimes than focusing on a wider market grab. In essence, strategic marketing is where it's at.
How to choose and create a marketing strategy in 5 steps
Define your goals
Identify your target audience
Understand your customer’s pain points and your value proposition
Select your marketing channels and allocate budgets
Decide on the messaging, creatives and implementation plan
01. Define your goals
Data repeatedly shows that those who write down goals achieve more than those who don't. There are several ways to set your objectives, such as using the SMART Goals method, broader SWOT analysis .
Your business goals might be to develop your brand awareness, break into a new geographic area, or increase online sales by a given percent. The more specific and numerical these goals are, the better they can be tracked, measured and replicated.
02. Identify your target audience
After you determine exactly whom your business wants to reach, it will be clearer which marketing strategies to choose. That's because the messaging and platforms you'll use need to fit your target audience and target market . Audience parameters can be tied to demographics like age, gender, geographic region, likes, interests, etc. They can also be enhanced with competitor analysis . Create different l ightboxes or conduct market segmentation to assist you in the process.
03. Understand your customer’s pain points and your value proposition
To develop a marketing strategy that works, you must understand what your ideal consumer struggles with regularly. This awareness will align your product, place, price and promotion to solve their pain points and increase your chances of scalability. Once you’re confident in your value proposition , you’re ready to proceed.
Not sure where to start with this? Consider using the marketing mix, or 4p's of marketing . This is an approach that helps organizations develop and implement effective marketing strategies. It consists of four key elements that collectively shape a company's marketing approach - product, price, promotion and place or distribution.
04. Select your marketing channels and allocate budgets
Where does your audience spend the most time? Is it social media or reading publications and online magazines? Once you know where the people you want to be reaching are, you can best select the types of marketing you wish to implement in your strategies and the marketing channels to target. While niche marketing can be impactful, you can also consider the benefits of diversification in your marketing strategies - is offline marketing worth it for you, for example. Sometimes not putting all of your eggs in one basket is the better approach.
Likewise, choose which marketing tools will help you execute the campaigns. Allocating a specific budget for each channel and your KPIs is also important to do in this stage. Using a marketing plan template is a simple and effective way to document your process.
05. Decide on the messaging, creatives and implementation plan
The final step in your marketing strategy is working on your messaging and creative formats. For example, if you plan to educate customers on product capabilities and spend a lot of time on YouTube, you might create a video campaign. The video messaging will resonate with your target audience in a relevant and meaningful way.
How to track marketing strategies
Tracking your marketing strategies according to their set KPI's is essential for understanding how effective they have been, and so you can optimize them as they run.
We've put together some of the main ways in which you can track your marketing strategies from planning to execution. The specific KPIs for each marketing strategy may vary, but in general they should all be tracked according to the following steps.
Set your goals and define what you want to achieve with your marketing strategies. Do you want to increase website traffic, generate leads, boost sales or improve brand awareness?
Choose the key performance indicators (KPIs) that align with your goals. If one of your goals is to increase website traffic, then your KPIs or marketing metrics would be page views, bounce rate and time on site.
You should use always tracking tools in order to collect the specific data you need to understand how close you are to meeting your KPI's, or not. The exact tool/s you use will vary according to your goals and specific metrics but some popular examples include Google Analytics, tools that track social media analytics and email marketing software. You may need to check that you have the necessary tracking codes installed on your website and landing pages to monitor your campaign's success.
Once you've collected your data, you'll need to analyze it. First of make sure to regularly review and analyze the data collected from your tracking tools, either on a weekly, monthly or quarterly basis. This will help you identify what's working and what needs to be improved. It should also help you plan better future marketing strategies and campaigns.
Don't be afraid to adjust your strategies. Based on the insights gained from your data analytics, you'll most likely need to adjust or optimize your marketing strategies to improve them. One example of this is if your social media campaign is not generating the desired engagement, try experimenting with different content formats or posting times.
Monitor your strategies and their progress both over the short and long term. This should be a continuous process that involves reviewing your KPIs and metrics to ensure that you're on track to achieve your objectives.
What is a marketing strategist?
A marketing strategist is someone, generally referred to as a professional, who develops and implements marketing plans and campaigns to achieve a company's marketing and sales goals.
Their responsibilities include conducting market research, analyzing consumer behavior and market trends, and identifying target audiences. From this information, they create effective marketing strategies and tactics, including product positioning, pricing, promotion, and distribution. The ultimate aim of a marketing strategist is to increase brand awareness and drive sales growth.
Marketing strategies FAQ
What are the main components of a good marketing strategy.
While the precise marketing strategy you choose will depend on your specific business, industry and marketing KPIs, the components of a good marketing strategy remain the same. These include clear goals and objectives, a well-defined target audience, a unique value proposition, a solid competitive analysis plan, a great marketing mix, a clear budget and metrics complete with a structured implementation plan.
Why is a good marketing strategy so important for your business?
A clear, planned marketing strategy is essential for your business, for the following reasons - it provides focus for all marketing efforts, it maximizes ROI, helps with brand building, enables measurement and optimization of marketing efforts, and allows you to stay competitive amongst other businesses.
What are best practices for marketing strategies?
- Conduct thorough market research to identify target audience and market trends
- Develop a clear and concise marketing message that resonates with your target audience
- Use a variety of communication channels to reach your target audience effectively
- Keep track of the results and adjust your marketing strategy accordingly
What are the 4 types of marketing strategies?
The four Ps are product, price, place, and promotion. Each ingredient in this marketing mix plays an important role in increasing sales and building a smart strategy for promoting your business.
Marketing plan template: step-by-step guide plus examples
40 effective types of marketing to boost your business
A look forward: 6 marketing trends to embrace in 2024
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- Business Strategy
- Business Growth
How to Grow Your Small Business With Marketing
13 effective strategies for marketing and business growth, 1. learn from your competitors.
- Compare its offerings: When you look at what your competitors offer, you can see how your business compares. This process may lead to product development to make your company more competitive.
- Identify new markets: Your research may show you gaps in the market where certain customers’ needs aren’t addressed. If you know who these people are, you can change your marketing plan to reach them and make them potential customers.
- Create or update your business plan: You should have new information from your analysis that you can use to update your business plan to help its long-term success.
2. Identify and Understand Your Target Audience
- Demographics, such as age and gender
- What their needs are
- Types of information they want
- How they prefer to get their information
3. Develop a Mobile-Friendly Website
- Responsiveness , because people will access your website on devices with different screen sizes. So, you want to make sure it displays properly.
- Font and button sizes , because your customers will need to read them on smaller screens.
- Speed , since your consumers won’t want to use your site if it doesn’t load quickly on a mobile connection.
- User experience , because customers may get frustrated if your site is difficult to navigate on a mobile device.
4. Create High-Quality Content
- How-to articles relevant to your product or service. This type of content can be a written article, video or both.
- List-oriented posts , which are easy to scan and read.
- Reviews of your product or service , or another item related to your business.
- General articles , which educate consumers on a relevant topic or answer a frequently asked question.
5. Nurture Potential Customers with Email Campaigns
- Reaching a large number of people
- Better market penetration, since nearly two-thirds of the population will have internet access by 20232
- A positive return on investment
- Ask people to sign up for email notifications in person.
- Use call-to-action buttons on your content and throughout your website to encourage email signups.
- Offer something in exchange for a person’s email, such as access to a demo or special discount code.
- Having well-written, valuable content
- Using action language
- Ensuring it’s correctly formatted
6. Enlist Your Customer with Loyalty & Affiliate Programs
7. take advantage of social media.
- Live-streaming your business activities to offer a behind-the-scenes look
- Answering consumer questions or comments about your brand
- Posting photos, videos or articles
8. Customer Testimonials and Reviews
9. incentivize with giveaways and promotions.
10. Contribute as an Industry Expert
- Online discussion groups
- Media interviews
- Writing articles on blogging platforms, such as Medium or LinkedIn
- Answering inquiries on question-and-answer platforms, such as Quora and Reddit
- Working with a journalist as a source for a news story
11. Partner with Key Businesses and Influencers
12. optimize your local listings.
- Where can I buy a car near me?
- Places to buy construction equipment near me
- Buying chocolate near me
13. Retarget to Stay Top of Mind
Additional information on marketing for business growth.
Brand Archetypes What Is Direct Response Marketing? Marketing Your Brand in the Digital Age Email Marketing Overview Tracking Your Brand Marketing ROI Creating a Marketing Department Marketing & Sales: Frienemies Forever! Building a Sales Team Hiring Ad Agencies How to Get Started with Ecommerce
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15 Growth Marketing Strategies that Work in 2023
A growth marketing strategy might sound like a redundant concept to brands in 2023.
After all, every marketing strategy is intended to help grow a business, so it’s easy to assume that all marketing is actually “growth marketing.”
However, growth marketing is actually a very specific branch of the advertising world. It involves going beyond the basics of simply attracting customers to the top of your funnel of generating awareness. Instead, growth marketing paves the way for sustainable development.
The challenge for many marketers is figuring out how to implement effective growth marketing strategies in a world where consumers, platforms, and advertising best practices are changing.
Knowing how to experiment and innovate with your marketing campaigns in an environment where marketing budgets are dwindling takes some serious creativity.
But, used effectively, growth marketing can help you not only grow your customer base but retain your crucial existing customers too.
Here’s your guide to the growth marketing strategies that still pay dividends in 2023.
What is Growth Marketing?
Before we look at some of the best tactics for your growth marketing strategy in 2023, it’s worth taking a moment to define what growth marketing actually is.
Traditional marketing is an approach to promotion that focuses on short-term, campaign-oriented goals. More often than not, it focuses on the “top of the funnel,” generating awareness and demand for products, services, and brands.
In traditional campaigns, companies review their approach to marketing on a regular, annual, or semi-annual basis, making changes gradually over time.
Growth marketing takes a more agile approach. With growth marketing, businesses focus on using data and insights to improve business outcomes throughout the entire customer journey.
The underlying idea is that by experimenting with different tactics, monitoring results, and taking a holistic view of the customer experience, businesses can achieve and retain consistent growth.
In a growth marketing strategy, companies add layers to their marketing campaigns, using A/B testing, cross-channel strategies, and innovative technology to unlock greater benefits.
Strategies for growth marketing evolve over time based on the evolution of industry trends, customer requirements, and new technology. This makes growth marketing a more effective way to stay one step ahead of the competition in your industry.
15 Growth Marketing Strategies for 2023
Notably, companies investing in growth marketing rarely focus on a single tactic.
One of the core pillars of growth marketing is constant experimentation. This means you’re likely to use a number of different strategies throughout the years to learn more about which campaigns are most likely to engage and convert your audience.
Today, we’re focusing specifically on the growth marketing strategies that are still driving results for businesses in 2023, despite the rise of things like ChatGPT and new search algorithms.
1. Full-Funnel Content Marketing
Content marketing isn’t just a growth marketing strategy. Around 70% of B2C marketers and 73% of B2B marketers are consistently using content to connect with their audience. The difference between a standard content marketing campaign and one tailored for growth is a holistic approach.
Rather than just looking for ways to draw attention to your brand, you think about how you can generate value for your customers throughout the entire customer journey, before, during, and after a purchase. This means mapping your customer’s journey from start to finish and creating content that appeals to every stage in the funnel.
A great example of this comes from HubSpot. The company focuses so heavily on content marketing you’re likely to find a web page on Google when searching virtually any marketing term. HubSpot produces blogs to appeal to every one of its customer segments, from sales professionals to service experts. It also explores a range of different types of content.
There are free courses and certifications available which teach customers how to use the HubSpot tools more effectively after a purchase. Case studies show customers why they should consider buying HubSpot in the first place. While blogs and eBooks generate audience attention.
The company makes use of both paid and organic social media opportunities and even hosts regular webinars, which earn thousands of registrations on a consistent basis.
2. Innovative Search Engine Optimization
Search engine optimization and content marketing generally go hand-in-hand. Even in a world where search engine algorithms are changing, thanks to the inclusion of generative AI technologies in search systems, SEO is still crucial for engaging and attracting leads.
SEO is a powerful growth strategy because it doesn’t just help customers to find your products and services when they’re in the early stages of the purchasing funnel. Good SEO will consistently help you to connect with your audience over time.
The higher your website ranks, the more authority you’ll gain in the eyes of your consumers, increasing loyalty and retention. However, investing in SEO for the new age of marketing does require companies to take a slightly different approach.
It’s not enough to simply choose the right keywords and post content constantly anymore. Companies need to go in-depth with their SEO strategies, focusing on user experience and value.
In some cases, this also means adapting to new kinds of search strategies. There are more than 4.2 billion voice assistants in the world as of 2023, and voice-based search is growing more common every day. Adapting your SEO strategy to include more natural language keywords could be crucial to generating growth in the years ahead.
A good way to do this is to find ways to answer common customer questions. An FAQ page, such as YouTube’s clean, fresh, and convenient FAQ section , is excellent for appealing to voice search engines. It even helps YouTube to rank at the top of the search engines for specific queries in featured “snippets” on Google search results.
3. Community Building
Communities have emerged as an essential part of the digital landscape in recent years. The rise of social media , combined with increasing interest in sites like Reddit, is pushing companies to invest more heavily in ways to engage and consistently connect with customers.
Building a community for your customers is a fantastic way to make sure your customers feel more invested in your brand. It forms emotional connections that lead to better customer retention, longer lifecycles, and even the creation of brand ambassadors and advocates.
An excellent example of the power of community comes from GitHub , the developer platform that built community elements directly into its product offering. GitHub encourages coders to come together to work on projects and solve problems in an open environment.
There are contribution-tracking features, options for following projects, and even competitions and challenges hosted on the platform, to bring people closer together. It’s this approach to community development that helped GitHub to earn more than 100,000 users within its first year.
What’s more, GitHub’s community environment provides the company with an in-depth insight into its target audience. Nurturing your community is an excellent way to learn more about the problems they face, the goals they want to accomplish, and the issues they need to solve.
4. Referral Programs
Speaking of activating your audience, referral programs represent one of the most powerful and useful growth marketing strategy options in the world today. As customers become more desensitized towards traditional marketing methods, they’re becoming more reliant on the opinions of others.
In fact, 92% of customers say they trust referrals from people they know. Referral marketing is your opportunity to take advantage of the enduring power of word-of-mouth advertising .
An excellent and frequently referenced example of the power of referral marketing comes from Dropbox. Instead of rewarding users with financial incentives when they sent a referral to the business, the company offered increased storage space.
Every friend who introduced a new user to Dropbox would receive an extra 500MB of free storage, with a limit of around 16GB. This program was so successful it drove a 3900% growth in just 15 months. Dropbox enhanced the impact of its referral program by offering two-way rewards (For both users) and even adding referral options to its onboarding process.
Another example comes from Sephora’s Beauty program, which consistently rewards customers not just for referrals but also for actions like simply making a purchase.
5. Leveraging Customer Psychology
Growth marketing is often a combination of art and science . It’s about connecting with your audience on a deeper level, leveraging their emotions, interests, and sometimes even their fears.
In today’s complex economy, buyer cycles are growing longer all the time. Customers are increasingly concerned about making the “wrong choice” with their purchase, so they’re much slower to make a purchase. This can lead to a lot of abandoned carts and lost sales.
Leveraging customer psychology is an excellent way to push people to act faster. For instance, countless companies use “Fear of Missing Out” or “FOMO” tactics on their store or website to create a sense of urgency among their consumers.
Visit Booking.com, and you’ll notice the company constantly draws attention to how many rooms, apartments, or bookings are available at any given time. Amazon takes a similar approach, showing how many items are left in stock at any given time.
In 2023, there are plenty of new ways to implement FOMO into your marketing campaigns, from using dynamic alerts on your website to show when other customers make a purchase to running limited-time sales and discounts.
Around 99% of marketers say that personalization helps them to build stronger relationships with customers. Since the best growth marketing strategy will always focus on both customer acquisition and retention, this makes personalization a key tool for any business leader.
Thanks to a variety of data collection tools and emerging AI solutions capable of adapting product suggestions and recommendations to customer needs, it’s never been easier to implement personalization into your marketing strategy.
Netflix, Amazon, and Walmart all use generative AI to recommend solutions to their audience based on previous purchases, browsing history, search terms, and other factors. Another excellent example comes from Spotify. The music-sharing company takes advantage of the data that customers are willing to share about their listening habits.
Using machine learning models, Spotify recommends new tracks to users based on their listening history, turning its platform into a “discovery” environment for music lovers. The company even runs regular “Spotify-wrapped” campaigns to highlight customers’ listening habits for them.
This not only leads to a more personalized experience for customers but it also ensures Spotify has a way to encourage customers to share their Spotify experiences with others. In 2020, Spotify wrapped increased the company’s mobile app downloads by around 21% in just one week.
7. Re-Engagement Campaigns
A growth marketing strategy should help you to maintain your connection with your existing customers for as long as possible, increasing customer lifetime value and revenue. According to one study, a company can increase its growth by 50% just by minimizing its churn rate.
Re-engagement strategies are relatively easy to implement in today’s world. You can experiment with retargeting campaigns across paid advertising platforms like Facebook and Google, designed to draw customers back to your site. Email marketing automation tools make it easy to send cart abandonment messages to customers with personalized recommendations.
There are even CRM tools that can help you track engagement levels among your consumers so you know instantly which segments need further attention. Groove used behavioral segmentation to identify people who have gone dormant in their subscriber list and reduced their churn rate to 1.6% .
Old Navy is an excellent example of a company using re-engagement tactics to its advantage. When customers stop clicking on email campaigns and making purchases, they send messages asking customers to update their email preferences, so they can send more valuable content. They also ask customers for their birth date in exchange for a free treat on their birthday.
8. Event Marketing
As the digital world grows more crowded and consumers seek more emotional connections following the pandemic, event marketing has become increasingly popular. According to some studies, 48% of brands achieve ROIs of up to 500% with the right event campaigns.
Event marketing can be particularly useful for business owners who want to achieve growth in the B2B landscape. Around 97% of B2B marketers believe live events have a significant impact on their business outcomes.
Events deliver a number of benefits to businesses searching for growth. They offer an opportunity to connect with customers in a more face-to-face environment than most advertising campaigns. Plus, they’re a great way to demonstrate thought leadership.
In today’s world, events don’t have to be in-person to deliver excellent results. Around 93% of event marketers say they’re planning on hosting virtual events going forward, which include online video streams, webinars, conferences, and even AR and VR-based events.
For instance, the Microsoft team runs a host of regular events, both in-person and online, for anyone to attend. Each event is tailored to the needs of a specific audience, from business leaders to developers and even everyday consumers.
The events give the company an opportunity to share updates about its latest releases and products, as well as a way to build buzz about business news.
9. Disruptive Marketing
As mentioned above, many growth marketing strategies focus on experimentation. Sometimes, generating rapid growth means finding ways to think outside of the box and connect with your customers on a different level. Disruptive marketing is all about flipping the script with traditional marketing techniques, using experiential experiences and new technology.
While the initial results of disruptive marketing campaigns may be short-lived, they’re an excellent way to demonstrate thought leadership and build excitement around your brand. Disruptive marketing can also be a powerful way to set yourself apart from the competition.
The key to disruptive marketing is to find ways of reaching your audience that haven’t been done before. A great example comes from Netflix, which knows how to connect with its audience both online and offline. After the success of Squid Game in 2022 , Netflix began installing “red light, green light” dolls in various locations around the world to celebrate the renewal of its popular show.
The dolls interacted with people, allowing them to win prizes if they were able to complete the game successfully. This gave Netflix an excellent opportunity to build hype for a show that would only be released again a year later.
10. Influencer Marketing
The rise of the creator economy in recent years has only made influencer marketing more powerful. As mentioned above, today’s consumers are looking for guidance from reputable sources to help them determine which products and solutions they should buy.
By 2025, influencer marketing is set to have a value of around $24.1 billion as more companies partner with innovators to help them reach their target audience. TikTok and Instagram have even launched creator marketplace tools, making it easier for brands to collaborate on campaigns.
Investing in influencer marketing for growth in 2023 will require companies to take a slightly different approach. There’ll be a greater focus on micro-influencers and more natural, authentic content in the years ahead.
Instead of simply paying celebrities to support pre-designed campaigns, business leaders will need to think about how they can collaborate with influencers more effectively to create content.
For instance, Fashion Nova has grown its brand considerably over the years, thanks to its investment in influencer marketing. The company has around 5,000 influencers working with it to share content that feels authentic, realistic, and natural. In fact, the marketing strategy has been so successful for the brand; the company managed to sell more than $500 million in 2021 alone.
11. Empowering Existing Customers
Since a strong growth marketing strategy focuses on customers throughout their entire purchasing lifecycle, it’s important for brands to think about how they can empower existing users. Traditional marketing efforts only concentrate on capturing sales.
However, effective growth marketing efforts look for ways to delight and engage customers after they’ve made a purchase. Creating a powerful onboarding strategy, leveraging concepts like gamification, can be an excellent way to increase the customer lifetime value of each of your consumers and improve your results over time.
Teaching customers how to use your products with the right onboarding strategy means they’re more likely to feel loyal and committed to your brand. A good way to get started is to evaluate the issues your customers might have with your product or service, then create an onboarding program that allows them to seamlessly address those concerns.
For instance, the Shine company boasts an onboarding completion rate of around 80% by providing customers with progress bars to help them move through the process and offering step-by-step guidance every step of the way. They even shower their customers in digital confetti when they complete a stage of the onboarding process.
12. Social Proof
We’ve already mentioned that customers are relying more heavily on input from other consumers to help them make purchases these days. They want to see genuine evidence that every company they work with can actually deliver the results they’re looking for. That’s where social proof comes in.
Social proof in your growth marketing strategy makes it easy for customers to make intelligent purchases, using reviews, quotes, and testimonials to guide them. You can generate social proof in a range of ways, from using branded hashtags to encourage user-generated content to recruit brand ambassadors and influencers to work with your company.
One excellent example of a company that knows how to leverage the power of social proof comes from Airbnb. The company found around half of its guests generally visit a host profile at least once before making a booking. A host without reviews was four times less likely to get a booking.
With these insights, Airbnb decided to make it easier for consumers to leave reviews. Using a double-blind review system, Airbnb allows visitors to review the hosts they book with, but it also encourages hosts to review their customers. The parties are also both encouraged to write a review within 14 days so the experience is still fresh in their mind.
13. Using Freebies to Increase Sales
Everyone loves getting something for free. As consumers become more concerned about how they spend their money, they’re increasingly looking for ways to ensure they’re going to get a good deal before they pay for anything.
Demos and free trials can be an excellent way for companies to drive growth, particularly in the SaaS industry. With a “freemium” product strategy, organizations give their customers a chance to trail their product or service, see its benefits, and develop an interest in the solution.
For instance, True North gives companies access to a free trial of its growth marketing platform, where they can access all of the most valuable tools the business has to offer. The idea is that by the end of the trial, customers will be so reliant on the software they won’t want to lose it.
Free tools can also be an excellent way to showcase the credibility and value of a business. For instance, CrazyEgg offers a range of free tools customers can access to help with keyword research and other marketing tactics. All they need to give in exchange is their email address, which means the company accesses leads it can nurture in the future.
14. Solving Problems
The businesses that grow the fastest, and retain their growth the longest, are generally the ones that can actually solve crucial problems for their target audience. Most companies start with a focus on a specific pain point that they want to address for their target audience.
However, as your customers evolve and the market grows, you may find the priorities of your buyers change over time. That’s why it’s so important to invest in consistently collecting data from your customers in the form of a consistent feedback loop. Asking customers to share their concerns, issues, and problems with you on a regular basis can drive amazing opportunities for growth.
With feedback from customers, businesses can invest in new strategies and solutions that set them apart from the competition and ensure ongoing loyalty. For instance, Microsoft is constantly upgrading its Teams platform based on feedback from its community.
The company creates open platforms and environments where customers can ask questions, request new products, and even track the innovation timeline of the business. Using this strategy, Microsoft is able to constantly stay up to date on what its customers really need.
Microsoft’s feedback loop and approach to problem-solving have turned Teams into one of the most popular apps of all time, with more than 280 million monthly active users as of 2023.
15. Cross-Channel Marketing
Finally, one of the best ways to enhance your growth marketing strategy in 2023 is to expand beyond the basics of your marketing mix. Digital transformation has accelerated in the last few years, leading to customers finding a host of new ways to connect with their favorite brands and enhance their purchasing journey. They expect companies to take a multi-channel approach to engagement.
With cross-channel marketing, you connect with customers on all of the channels they use on a regular basis, using tools like SMS messaging, push notifications, in-app messages, social media, direct email, and other channels. This ensures you can connect with your audience regardless of where they are and maintain a relationship over time.
The key to success with cross-channel marketing is understanding where your customers actually interact with your industry and your business. Mapping the customer journey with data analytics and insights will allow you to determine touchpoints for growth.
For instance, Mercedez Benz has a fantastic cross-channel marketing strategy that combines paid, owned, and earned media with a community-building strategy . The company also ensures its connection with its customers on social media, using key influencer campaigns.
The company uses branded hashtags on Instagram and micro-influencer accounts to connect with customers on a deeper level and keep them up to date on product releases.
Bonus Tip: Constantly Track and Measure
With every growth marketing strategy mentioned above, business leaders should be able to not only increase their access to new customers but retain more of their existing buyers. However, it’s important to remember that growth marketing requires consistent work.
With growth marketing, you don’t just implement a campaign and then review your results several months later. You need to be committed to constantly collecting data from every campaign and experimenting with different strategies.
Constant A/B testing is essential to a strong growth marketing strategy. You’ll need to experiment with your content, your marketing methods, and even the targeting tools you use to ensure you’re getting the best ROI from each campaign.
Growth marketing requires an investment in constant measurement and the use of the right KPIs and metrics to track the results of your efforts. Make sure you’re investing in the right tools to ensure you can constantly analyze the outcomes of your campaigns.
More importantly, make sure you’re willing to make changes rapidly based on the results you gather. Don’t be afraid to experiment constantly to upgrade your results.
Choosing the Right Growth Marketing Strategy for 2023
Growth is something every business wants to achieve. While it’s not the only metric worth monitoring when you’re building your company, it’s something you should constantly focus on with your marketing efforts. Investing in the right growth marketing strategy could be crucial to unlocking the true potential of your business and connecting with new and existing customers.
The methods outlined above are all tried-and-tested examples of growth marketing strategies that can help you to form deeper relationships with your target audience and increase your revenue. Used correctly, they can ensure you not only achieve your growth goals but maintain exceptional growth for years to come.
If you’re struggling with unlocking the potential of growth marketing, connecting with the experts can help. Reach out to Growth Collective today to find a growth marketing professional who can work with your business to deliver new opportunities.
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10 Marketing Strategies to Fuel Your Business Growth You need more than one strategy. You need a strategy for every opportunity.
By R.L. Adams • Sep 12, 2017
Opinions expressed by Entrepreneur contributors are their own.
Growing a business isn't easy. First, you need a viable idea. From there, you need to discover a profitable niche, define a target demographic and have something of value to sell them. Whether you're peddling products, services or information, getting the word out has become increasingly burdensome. And without the right marketing plan to fuel your growth, churning a profit and staying afloat is virtually impossible.
However, identifying the right strategies to market your business is often likened to rocket science. How do you get your message to the right audience and do it effectively? How do you boost visibility and increase sales while sustaining a profit with a converting offer? Today, with so much vying for our attention from social media, to search engine optimization, blogging and pay-per-click advertising, it's easy to see why most are ready to pull their hair out.
Related: 17 Ways to Increase Your Website's Conversion Rate
Related: SEO Tutorial: 12 Immutable Laws For Dominating Google's Search
The truth is that what got you to this point in business is likely not going to get you to the next level. If you're feeling stuck, join the fray. Most entrepreneurs are so busy working "in" their businesses that they fail to work "on" their businesses. As a result of dealing with the day-to-day operations of a company that includes customer hand-holding, supply-chain demands and more, we often neglect to wield the right content marketing strategies that will help fuel our small business's growth.
What does it take to do that? Simply put, you have to take a step back for a moment. You have to analyze and understand the basic mechanics of your message and how to effectively reach a larger audience without losing your shirt. The secret to all of this? No matter what marketing strategy you use, if you don't have an effective sales funnel and optimize your conversions, you'll just be throwing money away.
Related: What Is a Sales Funnel? The Guide to Building an Automated Selling Machine.
Related: 23 Sure-Fire Conversion Rate Optimization Tactics for Striking Online Gold
What are the most effective marketing strategies to use?
Most businesses are faced with a conundrum. It's a Catch-22. There's a clear need for increased visibility to drastically improve sales. But in order to get more visibility, businesses have to spend more money. When that well runs dry, what are you supposed to do?
There is no obvious and clear answer to that question that covers all situations. But there are initiatives that can be done today, right now, even on a shoestring budget, to reach more customers without breaking the bank. However, it all boils down to time. If you lack the money, you sure better have the time to put in the sweat equity.
Either way you slice it, as long as the fundamentals of a sound business are there and you're working tirelessly to build an authentic relationship with the consumer by sincerely trying to add value, then there are 10 go-to strategies you can use to market any business online.
Related: 21 Ways to Market Your Business Online
1. Use social media .
You can't ignore social media. That's where all the so-called magic is happening. Some businesses have been built solely on the backs of social media platforms. It can be intimidating at first. Sure. But as you build momentum, you'll find posting on social media to get easier and easier over time.
Of course, you could also hire a social media manager who can create marketing campaigns if you have money to burn. But if you don't, just be yourself. Be authentic. Post your thoughts. Post your products. Post anything that you find relevant and useful that would help your audience either learn more about you and your business, or about the industry that you're in.
Use direct messages on platforms like Instagram and even Snapchat or Twitter to reach out to other successful businesses or even to communicate with potential customers who might be looking for your products and services. This is a very powerful digital marketing strategy.
Related: 10 Laws of Social Media Marketing
2. Create video tutorials.
One of the most effective ways to get the word out on your business is to create video tutorials. Teach people something useful. Walk them through it. Hold their hands. Step-by-step tutorials are all the rage. The better you are at this, and the more value you provide, the quicker you can boost your visibility, and ultimately, your sales.
Today, YouTube is the second largest search engine in the world behind Google. Whenever someone wants to learn something visually, they head there. You've likely done it yourself countless times. So just ask yourself what you could teach in your business that would help consumers solve some pain point? What got you into business in the first place?
The hardest part? Hearing your own voice playing back and even seeing yourself. Now, you don't have to appear visually on camera, but you'll likely need to be heard. You get used to it over time. But you can't ignore the visibility and reach of YouTube so get out there and start making authentic and useful videos today, right now.
Related: 6 Ways to Use Video to Sell New-Product Concepts
3. Start blogging now.
Sure, you could start a blog . If you don't have a blog for your business, then you need to start one immediately. But you don't just have to blog on your own blog. Most people find blogging mundane because they lack visibility. The truth is that your blog is going to be like a barren desert unless you know what you're doing.
But this isn't just about posting your ideas on your own blog. You should start authority blogging. Use platforms like Medium to post content. Answer questions on Quora and Reddit. Or get out there onto LinkedIn's publishing platform. These are all authority domains that anyone can post on, which have massive audiences, giving you instant and immediate reach right now.
When you blog, ensure that you blog effectively. Don't post thin content. Think about adding value. Worried about revealing all your business secrets? Don't be. Give away the farm. Give people so much value that you instantly become an authority in their eyes. This is one of the most powerful strategies you can use to market any business and strengthen website traffic.
Related: 5 Ways to Build an Audience for Your Blog and 10 Ways to Make Money Once You
4. Understand search engine optimization .
This is an area of online marketing that I'm incredibly passionate about. But it's also an area that many people are deathly frightened by. Yes, SEO can be frightening. But it can also be powerful. And when you learn to leverage it and you learn SEO the right way, the sky truly is the limit.
There are companies out there who teach you how to use shady PBNs and other link schemes to "trick" Google. It might get short-term results, but in the long term, you'll land in hot water. You can't take shortcuts with SEO. Just like in a brick-and-mortar business, you have to put in the work and the time if you want to see the results in ecommerce.
Some tips for doing this the right way? Don't spam keywords. Hands down. This is one of the biggest mistakes most people make. Create your content for humans while also paying homage to search engines. But more importantly, ensure that whatever it is that you're conveying is insightful, engaging, unique and adds a tremendous amount of value.
5. Leverage influencers.
Want to get the word out there and boost your visibility on social media without taking years to build the audience? Then you should certainly leverage influencers. But the key is to find the right influencer. You don't have to create partnerships with influencers with millions of followers. You could opt for micro-influencers with tens of thousands or even a hundred thousand followers.
The trick? Find the right influencer in your niche so that you're reaching your target market. It's not just about spreading your message. It's about spreading your message to the right consumer base. If you can do that properly, then you can likely reach a sizable audience for not much money invested when you think about the potential profit it can return.
If your sales systems and products are in place, then this makes sense. If you have an offer that's clearly converting, and it's simply about more visibility, then this is likely the right marketing tactic for you right now. Assess the situation and reach out to influencers and gauge their pricing. Do small tests and see what works, then scale.
Related: 10 Rules for Leveraging Social Media to Grow Your Business
6. Build a great lead magnet.
So much effectiveness in marketing really does boil down to creating a great lead magnet. I've found that the right lead magnet presented to the right audience can have explosive results. The best way to do this is if you can identify the right pain points and present a solution in your lead magnet, then you're well on your way.
What problem are consumers facing in your niche? What made you get into business in the first place? Ask yourself these questions before building out your lead magnet. The better you identify the problem or pain points at the outset, the better you'll be at actually addressing that with a solution in your lead magnet.
What type of lead magnet should you build? That could either be an ebook, a cheat sheet, a checklist, a video and others. Of course, it's not just about the lead magnet. You have to have a squeeze page with sizzling sales copy to get people to drop into your funnel. But it all starts with a great lead magnet. The better it is, the more effective you'll be at reaching your audience.
Related: How to Create a Lead Magnet That Actually Gets Leads
7. Use Facebook ads with re-targeting .
One of the most powerful methods you can use to market just about anything these days are Facebook ads. With Facebook, you can reach a very specific audience and you can do it very easily. You can build your target audience by interest, age, relationships status, geographic location, and so much much more.
But the trick here to getting great results isn't just about click-traffic. You have to focus on conversions and retargeting through pixels. If you don't know how to install the Facebook Pixel on your site, then you absolutely must learn how to do this right now. Even if you're not running Facebook ads, you can build your audience with a pixel.
Pixels track everyone who comes to your site, and you can build custom audiences around them. For example, if you post content about how to learn to drive a semi-truck, and you track visitors with pixels, you can then market truck driving certification to people who have already shown an interest in that already because they visited that specific page. And your conversions will skyrocket.
Related: Here's How to Master Facebook Advertising and Why You Must
8. Use LinkedIn the right way.
Looking for even more marketing channels? Look to LinkedIn. Do you have a video on your LinkedIn profile? Did you know that you can easily add one? Why not take the time to introduce yourself and your business. Link that to your profile description. This is an easy way to passively market your business, and when it's done right, it can lead to shocking results.
If you have lots of connections on LinkedIn and you're not really posting on there, start immediately. You can reach a large audience, especially when your posts go viral. This is a great place to convey the entrepreneurial journey. Talk about your challenges and tell stories. The more effective your stories, the larger your potential reach when you go viral.
You can also reach out to other businesses and collaborate with like-minded entrepreneurs on LinkedIn. It's a great go-to resource for all things business and too many people overlook this.
Related: Seriously, Please Stop Trying to 'Go Viral' on LinkedIn
9. Create an affiliate program.
Most people don't understand the power of affiliate marketing. Affiliates can provide massive fuel for growing brand awareness. But approaching the right partners isn't always that easy. You have to have good conversion if you want the bigger affiliate to take you seriously.
I've found that navigating the affiliate minefield can be tricky. It takes persistence and it takes true grit to make it through. Most of us get discouraged after a few setbacks, but you can't allow emotions to get in the way when it comes to affiliate. Build an affiliate program and start reaching out to potential affiliates who can assist you.
There are loads of websites you can use as well such as E. Brian Ross's JVZoo , or Tim and Eileen Barber's ClickBank and Commission Junction to get the word out.
Related: The Affiliate Marketing Model: A Blueprint for Success in the Gig Economy
10. Use Email Marketing Sequences
Part of any good sales funnel is going to be utilizing automation for an email marketing sequence. These are the scheduled messages that go out to users once they subscribe to your email list. Use your email sequence to build a relationship with the subscriber. as part of your marketing efforts, be authentic and transparent and convey your journey.
Use metrics like the email responses and clicks to segment your list and better understand your customer base. For example, if someone clicks on a specific link, they've clearly shown an interest in something. Tag that subscriber to market to them later. If someone buys, tag them as a buyer. Identifying your buyers and the interests of your subscribers is huge for market segments.
When you do send broadcasts, split test. Split test everything. In fact, you never really do know what's going to be the most effective until you pull the trigger and really test it out with market research. This will help you understand what your audience responds to better, making you a better communicator, and better able to sell to your returning and new customers.
As you create marketing goals to fuel your business growth, remember the key metrics you want to hit and the many different marketing techniques you can use to get there.
Don't be afraid to branch out to new types of marketing mediums like webinars, podcasts and other types of social mediacontent creation. The best marketing strategies can drive your lead generation forward and continue showing your audience your business's value proposition.
Whether you have a large or small marketing budget, high-qualitymarketing tools are available at a low cost. Remember that your social media channels have huge outreach potential, and you can build a successful marketing strategy solely on the backs of online communities.
Stay up-to-date with marketing trends, trust your metrics, and always continue to evolve.
Are you looking to delve deeper into the world of marketing? Visit Entrepreneur's Marketing Hub for more tips and tricks to grow your business .
Entrepreneur, software engineer, author, blogger and founder of WanderlustWorker.com
Robert Adams is a writer, blogger, serial entrepreneur, software engineer and best-selling author of dozens of technology, SEO, online marketing and self-development books, audiobooks and courses.
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Top 5 Marketing Strategies to Power-up Your Business
If you want to keep your consumers engaged, you need to avoid using the same marketing strategies over and over. This can bore your audience and cause them to forget about you. Your marketing efforts should be dynamic, which means one strategy won’t cut it for very long; that’s why you should keep reevaluating your strategies as the market grows.
B2B is one of the most common marketing strategies . It involves devising a digital marketing campaign that is geared to attracting other businesses rather than individual consumers. One of the major reasons why businesses choose B2B over B2C is the sale volume. Individual consumers usually buy only one or two of any product the business sells. However, when you market to another business, they are more likely to bulk order, thereby ensuring you sell more units and generate a greater profit.
It is commonly known that a business cannot use the same basic marketing tricks for B2B as they use for B2C. B2B consumers usually research only a few sites or products before they make a decision. This difference in time can be an important factor in whether your product is selected or not. Businesses should also ensure data security best practices to increase the consumer’s trust.
Most businesses choose to partner with a marketing agency specializing in B2B marketing to attract the right clients. These agencies are specialists in creating optimized content strategies that will send an attractive message to other companies. Experts in this field understand how minute details can make or break a decision, and for any business to succeed in this competitive market, they have to do the same.
- How to Fuel Your Business Growth? - 5 Marketing Strategies
To increase brand awareness and improve your business’s brand presence, you must never compromise on marketing strategies. While there are various marketing strategies, here are five that will not cost you too much money and will still be effective.
- 1. Content Optimization for B2B.
It is common knowledge to research your audience before you plan your campaign. However, it is also important to create content related to your audience.
Social Media Marketing is not different from an ocean. More than 995 photos are uploaded on Instagram every minute, giving users a wide variety to choose from. Your business should have targeted content and data security best practices that will capture your audience’s attention within seconds for your business to stand out.
Using SEO to optimize your content is one of the best ways to ensure your consumers find your business whenever they search for products and services in the sector.
However, while you’re creating content, it is crucial to create relevant content for your business. For example, your business specializes in providing digital security , creating content that will inform users or other businesses what they lack in data security best practices? This content should ideally be crisp and colorful to keep your audience engaged.
- 2. Claim your business.
All businesses get online reviews – whether it is on the business’s official website, on forums like Reddit, or Google Reviews. This strategy involves several steps to improve brand presence. First, you have to list your business on Google and verify all the information regarding your business. This practice will ensure that consumers get accurate information when they search for you.
The second step involves Online Reputation Management (ORM). Once you have listed and verified all information regarding your business, you should improve your brand presence and employ data security best practices. One of the best tricks is to know what is said about your business, and you can only do that by researching your business multiple times a week, answering queries, and replying to reviews.
- 3. Lead Nurturing.
This sales and leads strategy involves reinforcing a relationship with potential buyers at every stage of the process and informing the client about your data security best practices. This involves a business answering every query or addressing every problem the consumer has instantly instead of asking them to generate a ticket. This strategy can easily shorten your sales cycles and increase your engagement.
This strategy can be brought down into three steps that form the basis of your relationship with your client—awareness, consideration, and decision.
Only when you’ve reached your relationship’s decision stage can you start sending your direct client information and sales pitch.
Because this strategy involves creating relationships with clients and using data security best practices, there is no way you can either speed up the reaction or stop being in touch with them. This strategy aims to create a long-term relationship with your clients so that they will look to you for solutions, services, and products.
However, you should keep data security best practices in mind while looking for leads or communicating with your consumers; by call or by messages.
- 4. Optimize your website.
A website is your business’s online presence that will dictate whether your business reaches its marketing goal or not. The landing page is one of the most crucial pages, and any company or individual that opens it will use the design and content on this page to create an ‘image in your mind.’
Most businesses don’t know how to set marketing goals, but the answer is simple. Focus entirely on your audience and how you can reach them while making use of the best data security best practices.
Whenever you set your B2B Marketing plans and goals, you should first ensure that your landing page is optimized for the campaign. Several people often ignore the impact of good web graphics and data security best practices. For your landing page to become popular with your consumers, you should ensure that it conveys all the information regarding the service while also encouraging them to take action while informing them about the data security best practices you employ.
- 5. Use good security practices.
If the business makes the consumer feel like their data is being misused, they are sure to turn away. About 70% of consumers would stop doing business with a company that has faced a security breach.
Data security best practices is a strategy that should ideally be from the very beginning of your business setup. They include using multi-factor authentication for user accounts, biometric verification, and KYC verification during user onboarding.
These three practices can help gain your client’s trust and help build a long-term relationship with your clients. Additionally, this level of security will easily ensure your consumers promote you using word-of-mouth.
Marketing strategies are dynamic, and you should never grow comfortable in a single marketing strategy. While this can help create a brand identity , consumers can quickly grow bored if they see the same content. This means, while you promise them data security best practices, you should also ensure to change and adapt your marketing strategies as the market grows. Digital Marketing evolves faster than any business can expect. The best way to ensure you’re on par with your competition is to keep track of all the trends, the data, the various data security best practices, and your campaign’s performance.
Written by Deependra Singh
Deependra Singh - over 10+ years experience as a digital marketer and currently working and specializes in Search Engine Optimization for LoginRadius. Additionally, he has experience in digital marketing strategy, SEO techniques, strategic planning, lead generation program, execution, and promotions.
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7 Effective Marketing Strategies for Business Growth
- December 7, 2020
Growing a business is no small feat. The amount of time, effort, and investment that is required can be overwhelming. However, should these efforts yield positive results, the ability to continue growing your business can present a multitude of opportunities that will pave the way for larger endeavors.
Given 81% of customers nowadays research a product or service before making a purchase online, having an online presence to help foster sales is key. And with mobile commerce expecting to grow beyond $600B alone this year, it’s clear that businesses who can connect with their audience online will be well placed to experience revenue growth.
But where exactly is the best place to start?
In today’s blog post, I’ve curated from multiple blog posts to help you implement effective marketing strategies that will foster business growth.
1. Teach and Add Value Through Blogging
92% of companies who blog multiple times per day have acquired at least one new customer and businesses that blog witness their monthly leads rise by 126% more than businesses who don’t.
Knowing this should help drive you to ensure that blogging becomes a weekly or monthly part of your business. The great thing about blogging is that you can leverage it to provide more insights about your products and services, including CTAs, to drive sales. You can also leverage it to include special promotions, feature loyal customers, or display testimonials, case studies, etc.
You can easily use your blog as a creative outlet beyond just text-based posts too .
Here are a few stats to check out
- 37% of marketers said visual marketing was the most important form of content for their business, second only to blogging (38%).
- When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.
- 4X as many consumers prefer to watch a video about a product than to read about it.
Just getting started with your blog? SEMRush offers a content marketing toolkit that helps you through the whole process — from finding relevant topics, planning out posts, writing them, and then optimizing the blog posts after they are published. SEMRush is offering a free trial, so check it out here .
2. Have a Deep Understanding of Your Audience
If you haven’t done this already, develop personas for the different types of customers that already buy from you or otherwise interact with your business. Not all customers are going to have the same needs or priorities, but they all will eventually make the same buying decisions.
I offer a free template for creating buyer personas on my blog that you’re welcome to use.
The whole point of having a deep understanding of your target audience is to focus on one type of customer and the specific path they take to buy from you.
You might have several unique personas that buy from your company. But for our purposes here, let’s focus on one or two of them. When you include too many different users and their unique priorities, your customer journey map can start to look confusing. You can always go back through the mapping process for your additional personas later.
I recommend starting with your most popular persona — the one that embodies the majority of your customers. Consider the route they take to go from awareness (this could be awareness of their problem or awareness of your company) to purchasing.
Lastly, here are key stats as to why focusing on the customer behavior, experience, and needs are important:
- 76% of customers expect companies to understand their needs.
- More than 80% of companies who prioritize customer experience are reporting an increase in revenue.
- Customers will spend 17% more for a good experience.
- Customer-centric companies are 60% more profitable than companies that aren’t.
3. Get Social and Encourage Others to Participate
Start off by asking yourself how a solid social media strategy can play an integral role in helping you drive targeted traffic, leads , and sales to your website. The important part here is to make sure that you align social media goals with the overall business objectives . From there, you can lay out a specific and measurable game plan to hold yourself accountable.
Just as you would use SMART goals when it comes to the entire marketing plan, do the same with your social media strategy. Here’s an awesome example you can use by Hootsuite:
The S.M.A.R.T goal framework is all about creating relevant, achievable goals that help support your overall business objectives. The acronym stands for:
- Specific: Be clear. Does “increase engagement” mean you want 100 new followers or 1,000? Making your social media goals specific helps you track progress and measure success.
- Measurable: Every goal needs some kind of metric. “Improve customer service” is a great concept, but it’s not a goal unless you have a way to measure that improvement.
- Attainable: Your social media goals should absolutely require you to stretch, but they should be within reach if you put in the required work.
- Relevant: This is the piece that ties your goal-setting back to larger business objectives. If your goal involves increasing Facebook likes, for example, make sure you understand how that will benefit the business.
- Timely: Deadlines keep everyone accountable. Include a timeframe for the completion of your goal so you know when to check in on your success. You might also want to include some milestones along the way for incremental check-ins.
4. Get Conversational with Email
A healthy email subscriber list is a surefire way to engage with your existing and potential customers. Use email blasts and newsletters to share upcoming events, offer exclusive deals, share popular social media posts, and repurpose your blog content.
- When your emails are engaging and interactive, you’ll begin building relationships with your customers. Each stage of your email marketing campaign should be engaging and should help educate your customers.
- You may choose to have a short quiz to help guide your customers to products you offer that are best suited to their needs. This type of engaging content also helps you educate your customers about what you offer and creates an air of authority for you. When a customer is in the awareness/engagement stage of the buying journey, your interactive emails can help push them toward the consideration and buying stages.
- If a customer has valuable interaction from your emails, they’re more likely to buy. Plus, they may be willing to share some of their personal data with you, allowing you to segment them and further personalize emails that guide them to a purchase.
- You may also wish to include a video or link to a video that demonstrates your products or gives insights into the benefits of your services. In fact, landing pages that have videos have 80% more conversions than landing pages without videos.
If you are having a hard time managing your email list, I recommend using Ontraport . Ontraport is loaded with features to make your email workflow easier to manage, as well as helping you analyze what is working and what isn’t. They offer a 14-day trial with no commitment so you can see if it’s a good fit. Make your account today and start simplifying your communications.
5. Run Retargeting Ads
Businesses of all sizes need to optimize digital innovation and online marketing, in general, to have the best chances for growth. However, with 97-98% of e-commerce visitors not likely to buy from a store on their first visit, retargeting can be the ideal solution to bring those people back and turn their clicks into actual sales.
In fact, retargeting can increase your conversion rates by 150% , and if you are in the B2B space, you can expect to get over 400% more conversions per impression.
Retargeting ads is a great way to re-engage with site visitors who haven’t converted into customers and engage with customers for upsell opportunities as well as brand awareness.
Further, look at retargeting by lifecycle stages to help you identify objectives within each. The important factor to consider here is that you want to ensure your ads are relevant per funnel phase and that you’re not just serving the same ads across all actions that take place on your website.
Finally, keep these following tips in mind:
- Ad fatigue. This can happen very quickly if not controlled, so push to have anywhere between 7-10 different ads per month. You can even push for more if you have the necessary resources to help.
- Cap impressions to 2 per user per day.
- Rotate creatives from static to animated.
- Continue A/B testing in conjunction with your landing pages. It’s important to understand which generate the most clicks and how you can then turn those clicks into conversions.
6. Use Instagram for Microblogging
Instagram is a visual platform so you have to find a way to deliver content that teaches your audience something they’re interested in and inspires them. If your audience is able to see themselves as part of your brand, the likelihood of getting them to follow you, visit your website, and ultimately, buying from you is much higher.
Captions shouldn’t just be for hashtags. Look at how you can repurpose your blog content over to your Instagram captions. To be more specific, the average length for captions have doubled since 2016.
The recommended length is 405 characters, so don’t shy away from increasing the potential of your Instagram engagement by writing longer captions. Additionally, the strategy here is that the more engagement you can earn from having a great feed accompanied by thoughtfully written captions, the higher of an opportunity you’ll have to grow revenue.
7. A/B Test What You Can
A/B testing can help you make informed decisions in order to improve your bottom-line. With controlled tests, you can see which marketing strategies are most effective and then focus your resources there.
Here are some KPIs that you can hone in on to see if your A/B testing is working:
Higher Conversion Rate:
You can use A/B testing to test anchor text, colors, or different locations on your CTAs to boost the number of people going to landing pages. Create more leads by getting more visitors to click through and fill out forms on your website.
According to a Conversion Rate Optimization report , 71% of the companies which tested landing pages before publishing noticed a visible sales increase.
Gmail once performed A/B testing with 50 shades of blue for their CTA in order to see which converted more customers. SAP too used A/B testing for the same purpose to check the color which was most effective in bringing in more sales. They were successful in increasing their conversion rate by 32.5%
Lower Bounce Rate:
Each second counts and as per a study, a delay of even a second can result in a 7% reduction in conversion . Pop-up ads and other heavy elements can play a big role in hindering conversion rate. You can test different website design versions, features, and fonts to see which ones retain more visitors.
Wrapping It Up
As you’re growing and scaling your business , the same rules you followed to start your business still apply: you don’t have to be everything to everyone.
Growth can happen faster when you focus on your strengths rather than trying to improve on your weaknesses. Evaluate your opportunities to ensure you’re still prioritizing what you do best.
Another great way to stay on the right path is to keep a pulse on competitors and industry-specific reports, making sure you use this information to help identify the opportunities as well as gaps in your niche.
From there, you can then stay focused on ‘who’ your target audience is and ‘what’ they want. This will help you best position your products/services and aid with good messaging to bring in interested buyers.
Disclosure: Please note that some of the links above are affiliate links. I only recommend products and services that I use and stand behind, and if you decide to try them, I will earn a commission at no cost to you. Doing so helps me run this blog and provide free content for you, my readers.
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15 Growth Marketing Strategies That Actually Work! (With Tips and Examples)
Everyone’s following the same old playbook in their GTM journey - blogs, ads, and a dash of page optimization. But is that truly enough to thrive in a dynamic market where product presence is fleeting and cost sensitivity reigns supreme?
The need of the hour is to experiment and explore new horizons - to test and uncover the audience’s preferences and understand the triggers that guide clicks from one point to another.
Enter growth marketing - your guiding force for captivating prospects, leaving them wanting more, and fostering unwavering customer loyalty. What strategies can you deploy to stand out in a competitive market?
In this article, you'll find a toolbox of powerful strategies to craft compelling narratives, make data-driven decisions, and create unforgettable customer experiences.
Are you ready? Let's dive in and uncover the strategies that will fuel your business's success!
What is Growth Marketing?
Growth marketing stands out as an evidence-based approach that puts business growth at the forefront.
Unlike traditional marketing, which often focuses on specific areas of the customer journey, growth marketing takes a holistic view of the entire funnel .
At its core, this approach is customer-centric, i.e., in considering the complete customer journey, a business can experience accelerated growth.
Growth-centered marketing efforts go beyond mere growth hacking for customer acquisition - they also focus on metrics like customer engagement, and customer retention rate. The objectives of growth marketing are three-fold:
- Boost lead generation
- Boost lead conversion
- Boost customer retention & lifetime value
With its foundations in strategic thinking, long-term growth thrives on a set of key components. Let's take a look at a few of the aspects of growth marketing that your strategy should include.
15 Growth Marketing Strategies Experts Recommend
Product-based growth marketing leverages the product itself as a driver of growth. By focusing on providing a remarkable product experience, you can foster organic growth and enable data-driven decision-making to ensure your ongoing success in the market. Let’s dive into a few specific strategies that can help you do this.
1. Offer Free Trials or a Freemium Option
Simon Bacher , CEO and Co-Founder of the Ling App, suggests:
"One of the most effective growth marketing strategies I can recommend is offering free stuff to grow customer lifetime value organically. Here at Ling, we offer free language tutorials to give prospects a chance to learn how our product works. We educate people about learning new languages in a fun way using gamified content through our website and app. It’s also a way for us to build long-lasting customer relationships, foster loyalty, and create advocacy. This growth marketing strategy has boosted our download rate by 200 percent to date."
Why this growth strategy works
Milo Cruz , CMO at Freelance Writing Jobs explains why:
"Providing a taste of your product without financial commitment reduces the barriers to entry and encourages prospects to experience the value firsthand. Free trials also allow individuals to assess the benefits, functionality, and fit of your offering before making a purchasing decision. This builds trust, nurtures confidence, and increases your conversion opportunities."
2. A/B Testing for Optimization
Drift , a chat widget for websites, attracts interested visitors with its "Powered by Drift" tagline at the bottom of chats. Clicking on it led to the Drift homepage, where users could learn more and sign up. To optimize for user experience, the team at Drift A/B tested two landing page variations: the original homepage and a stripped-down version. The simplified page, featuring just a headline and sign-up button, brought them a threefold increase in conversion rate. This focused approach helped users stay on track with their intention of exploring and implementing the Drift widget on their own websites.
Why this growth strategy works
- Optimizes future marketing campaigns and reduces the risk of going wrong next time
- Helps you enhance product experience and performance, with every a/b test outcome pushing you to make a product decision that users will respond to favorably
- Allows for further user segmentation to get more qualified leads
3. Interactive Product Tours
Ignition is the world’s first client engagement and commerce platform for professional services businesses - and they recognized the importance of showcasing their product's value to those who prefer to experience it firsthand before committing.
Using a demo automation platform like Storylane , Ignition engaged prospects through interactive product demos on their website, resulting in high-intent prospects and increased trial signups. The integration also provided valuable data insights, leading to significant growth in leads and a 10% improvement in trial conversions. They also used Storylane to create demo-leave behinds to nurture prospects in outreach campaigns and follow up with them more effectively based on the engagement they saw on these demos.
Want to see how they used Storylane demos to convert up to 10% of their leads? Check this out:
- Turns more website visitors into leads
- Gets buyers to experience the product before committing
- Engagement metrics help your outreach campaigns - you’ll be able to understand prospect intent better after analyzing their interaction with the demo leave-behind
Let's talk about something that changed the way we listen to music forever: Spotify's partnership with Facebook. It started way back in 2011 , and they continue to mutually benefit from it even over 10 years later .
This strategic alliance was clearly a successful growth marketing strategy that boosted Spotify's reputation and solidified its position as the ultimate music platform within the massive community of the world's biggest social network.
- Helps you build credibility and expand with ease
- Develop mutually beneficial solutions that make product onboarding and usage more seamless - like Heap does with their Partner Ecosystem
- Offering to supplement front-facing agencies with enablement and tech gives way to a B2B referral program that brings quality leads - like Shogun does with their Agency Partner Program
Customer is king - and offering the most value to them is a core component of growth marketing. Here are several customer-facing growth strategies you can employ:
5. Community Building
Lemlist is an impressive success story here, going from $0 to $6 million ARR in just three years . Their go-to-market strategy is remarkable: They've generated buzz and built a loyal community, with their Email Outreach Family Facebook group at 21K members before they made the shift to a different platform ( lemlist family ) where they've refined the community even more. It started when, during his discovery calls, co-founder and CEO Guillaume Moubeche realized that the people he was talking to shared similar struggles. To help more customers and prospects with these issues, he built the Lemlist community. This also became a source of content for Lemlist - they picked up popular topics from the community to write problem-solving articles and shared them back with the community - creating a feedback loop that Moubeche calls the ‘growth circle of love’. Lemlist understands the value of meaningful customer connections - and it's paid off for them with loyal advocates ready to spread the word about their products and services.
- Meaningful customer connections help with higher customer loyalty
- An active and engaged customer base is likely to ensure better retention rates
- Allows for direct communication with customers
6. Personalized Onboarding
Personalized marketing is a game-changer. Let's take a look at how ConvertKit (email marketing platform) personalized their welcome screen. Right from the start, they ask users what they want to achieve. If you mention that you're switching from a particular tool, they'll provide you with options and customize the instructions to help you make the transition smoothly and quickly. The key here is tailoring the onboarding experience to each user's specific goal.
- Personalization accelerates time-to-value for prospects, which cuts acquisition costs by half
- Offering solutions tailored to the customer contributes to a positive experience, thus increasing retention and boosting revenue by up to 15%
- By delivering a relevant and customized user experience, you can engage customers on a deeper level and make marketing spend 30% more efficient
Dropbox nailed it with their "refer-a-friend" program. Here's how it worked: they offered users 500MB free storage space as an incentive for referring friends to join Dropbox - and the friends got 500MB free as well!
The result? Exponential user growth that skyrocketed their success. From a modest user base of 100K in September 2008, they started doubling their user count every three months. By April 2010, they had sent out a staggering 2.8M invites. Within just 15 months, their registered user count skyrocketed to 4M, marking a phenomenal 3900% growth.
It's a brilliant example of how a well-designed referral program can be a game-changer for a company's growth.
- Recommendations from friends and family are more trustworthy to new consumers than advertising
- Leverage word-of-mouth marketing by offering rewards to happy customers for referring you to others
- Rewards offered to both the person referring and the person joining through the referral - creating viable leads for your brand
8. Loyalty/Rewards Programs
Mailchimp has a cool insider program just for freelance marketing experts and agencies.
So, what's in it for the marketing pros? They reward these professionals with exclusive perks, expertise, and access to events in exchange for managing their clients' business through Mailchimp. It's a win-win collaboration that benefits both parties.
- Offering job-enhancing rewards is a win-win situation for all parties involved
- Provides priority customer support to loyal customers
- Serves as a platform to identify potential partners in the future
- Keeps engaged customers coming back for more
9. Testimonials and Case Studies
Harnessing the power of customer testimonials and case studies is crucial - when customers not only endorse your products or services but also lend their face or voice to the promotion, it adds an extra layer of authenticity.
Salesforce has been around forever, and so have its powerful customer testimonials. It's a testament to the value of building strong connections and empowering customers to advocate for your brand.
- Buyers are more likely to make a purchasing decision after reading a trustworthy review
- Excellent way of boosting your product's credibility and connecting with the target audience
- Enhances community building and loyal customer base
10. Virtual Events and Webinars
Toplyne's effectively implemented this recently with their on-demand webinar series by their community Bottoms Up. Every week, they drop an email to your inbox with an attention-grabbing title like 'Got any plans for next Tuesday?', and share a registration link for their weekly webinar - where they feature B2B SaaS industry leaders and successful growth marketers to discuss their growth trajectories.
- Provides your brand a platform to position itself as a thought leader with industry expertise, deliver value, and establish credibility and trust
- Helps accelerate quality lead generation and networking by allowing you to tailor events to attract and engage with your ideal customer profile
- Increased accessibility for a global audience while having a lower cost of production than an in-person traditional marketing event
- Generates valuable content directly from industry leaders, and its lifespan and reach can be increased by repurposing into on-demand videos, blog posts, social media snippets, podcast episodes, etc
Content and Narrative-Based
Customers want to feel a connection to your business - and storytelling can do wonders for forging such a connection.
Lemlist, for example, understood this early on and created a documentary-like series called 'lemroad' to share their startup journey. By familiarizing customers with the brand and its story, Lemlist was able to lay down the foundation for their community building activities. It was like a “be part of our journey from scratch” kind of moment.
- Helps you connect with your audience on a deeper level
- Drives loyalty forged from a sense of connection with the brand or product
- Keeps audience engaged, and high engagement with your content establishes credibility for your brand
12. Video Marketing
Video has been on the rise since around 2014. One of the most iconic examples of video marketing that went viral is Hootsuite's 'A Game of Social Thrones'. As avid Game of Thrones fans, the HootSuite team decided to tap into the show's popularity and created a video inspired by its iconic opening sequence. They cleverly drew parallels between the show's themes and what HootSuite offers for businesses, highlighting the management of different social networks as a battle. Fans instantly connected with the video, and within hours of its release, it gained thousands of likes and shares on social media. With over 1.3M views now, it's one of HootSuite's most successful content pieces to date - and it helped them tap into a whole new market of GoT fans. What's more, the reach of the video was amplified by social sharing - which helped them maintain a low CAC for the campaign.
- Engage with your audience where they are - on their preferred social media platforms, like TikTok, Instagram Reels, and YouTube Shorts, capitalizing on short-form content and connecting with them through universally-understood themes.
- Video content is engaging, informative, and can be entertaining too - making it a great way to empower and inform customers, connect with them, and establish their interest in your product
- Video is a flexible medium for growth marketing teams with any budget size
- Leverages the power of social sharing and the potential of virality
13. LinkedIn and Social Media
LinkedIn is the go-to social network for B2B interactions. Gong is a particularly good example of this - they recognized early on that LinkedIn was the perfect platform to connect with their target audience.
Their goal of reaching 100,000 followers on LinkedIn was achieved by sharing valuable informational content, hosting webinars, and utilizing LinkedIn as the top-of-the-funnel platform. LinkedIn became a powerful engine for Gong, driving email campaigns and events. Overall, their LinkedIn strategy has raised awareness and had a great impact on their growth and popularity - Gong ranked #1 on G2’s (a platform driven by active customer reviews) ‘ Top 100 Best Software Products ’ in both 2021 and 2022.
- LinkedIn is an excellent space for community building, networking, and establishing a presence as an industry leader
- Social media makes it easier for brands to identify, engage, and connect with qualified leads
14. SEO Blogs
Veed was established in 2019. Since then:
- They reached 500K monthly visitors and achieved $1 million ARR in just a year.
- Their focus on SEO-friendly content earned them the featured snippet position on Google SERP.
By prioritizing organic SEO growth and building a satisfied user community, Veed has achieved impressive success.
- Using an intent funnel for SEO keywords means that you're attracting quality leads and guiding them through the purchasing funnel with blog content
- Increases visibility online through ranking or featured snippets - bringing in a lot more traffic to your website
15. Gated Content
When it comes to content marketing, Hubspot is king: few others come close to the amount of free resources that Hubspot offers. They have a repository of:
- E-books, guides
- Free courses and certifications on Hubspot Academy
- Tons of free tools - like Make My Persona, Website Grader, Marketing Plan Generator, and more
... and all you need to do is fill a lead gen form giving them your email id and company details in order to access them.
- Likely to generate more high-quality, high-intent leads - the exclusivity and perceived value of gated content makes interested visitors (leads) more willing to share their details in exchange for valuable information
- Builds content expertise and brand credibility
- Gives you a lot of insights into potential customers and ICP behavior when you track the performance of the gated content
- Can be used as a collaborative tool to co-create reports, e-books, or courses with complementary brands and reach a whole new audience
Also, check out guide to marketing enablement
What to Include in Your Growth Marketing Strategy
1. a comprehensive customer journey map .
Blake Smith , Growth Marketing Manager at ClockOn , says:
"When I'm building a growth marketing strategy, I always include a comprehensive customer journey map. This helps me visualize the entire customer experience, from the initial touchpoint to conversion and beyond. It also makes it easy for stakeholders outside the marketing team to comprehend the strategy. These people are particularly helpful in refining and expanding ideas with their unique perspective."
2. A Strategic Framework
The most popular one is AARRR - it's a roadmap that leads you through the vital stages of Acquisition, Activation, Retention, Referral, and Revenue.
To put this strategy into action, the general advice is to focus on the channels that deliver the most impactful results at each stage. The key factors to consider are conversion rates , the volume of potential customers attracted, and the cost-effectiveness of operating those channels.
But AARRR is just one example - here are a few others:
- Lean Analytics Stages
- Nir Eyal's Hooked Model
- Jonah Berger's (author of Contagious: Why Things Catch On ) STEPPS Framework
And some newer ones:
- In The Know's 3-Step Framework
- CrowdTamers' 7-Step Process
- Growthmentor's 90-day strategy
5 Tips to Inspire Your Growth Marketing Strategy
In a world where businesses are constantly vying for the customer's attention, it's essential to have a solid plan in place. That's why we've put together this list of expert tips that will inspire and transform your approach to growth marketing. Let's dive in:
1. You Are Not Your Customer
Morris Isaacson , EVP of Marketing and Sales at Empeon , suggests:
"You are not your customer! Always always give yourself a reality test – you might think your customer consumes your marketing material in a certain order or through a certain medium, you will almost always be surprised if you take the time to ask and poke through the data to see what is really happening. 99 times out of 100 your prospective customer didn’t wake up in the morning saying to her/himself – “How can I get me some more of that brand’s message?!”"
2. Find Your Purple Cow
John Butterworth , Head of SEO at Viddyoze , says:
"My best advice, inspired by Seth Godin, is to find your "Purple Cow."
In a world full of brown cows, a purple cow stands out. They're remarkable, extraordinary, and catch people's attention. In the same way, your product or service must be unique, remarkable, and worth talking about. Take the time to analyze your offering and identify what makes it truly special.
Whether it's a groundbreaking feature, a disruptive approach, or an exceptional user experience, find that element that sets you apart from the competition and make that the focus of every marketing asset you create. This is how you carve your real estate in the marketplace."
3. Repurpose Content: Cross-Channel Marketing
Nat Miletic , owner and CEO of Clio Websites , suggests:
" Leverage content repurposing to meet the demands of multiple marketing channels in your growth marketing strategy. Diversifying your marketing channels and complex marketing funnels is the first step, and it needs a great deal of content. Creating fresh content is resource-intensive and takes time. To maximize their value, use old or existing content, update them, and repurpose them into other formats like short-form videos, podcasts, or infographics.
It's a great way to keep multiple marketing channels going consistently as your growth marketing strategy moves forward. Introducing other formats helps attract new people and keep your existing audience engaged."
4. Taking a Microscopic v/s Telescopic Perspective
Nebojsa Savicic , Co-Founder at Plainly , says:
"What I advocate and what I think is important when setting goals is to take a microscopic and telescopic perspective. A microscopic perspective helps you see things at a granular level and set short-term goals. A telescopic perspective allows you to see the bigger picture, set long-term goals, and organize growth experiments so that little by little you get closer to the long-term goal."
5. Avoid Logical Fallacies
Nebojsa also suggests, from experience, a few common logical fallacies that you should avoid:
- The Ostrich Effect involves consciously avoiding negative information because the thought of having made a mistake is unpleasant or even unbearable. This is something that can threaten your growth strategy because the entire point is to face the fact your experiment has failed and try something different.
- Confirmation bias is also a dangerous logical fallacy where we subconsciously select from all available data the ones that confirm our point of view or hypothesis. In the context of your growth marketing strategy, it can be quite disastrous because you will not interpret the results you have achieved in the right way.
How Storylane Can Help With Your Growth Marketing
Showcasing your product's key features in action can be a game-changer for your growth marketing strategy, and that's where Storylane comes in. It's a user-friendly, no-code interactive product demo software that empowers you to create engaging demos effortlessly. With interactive product demos, you can reach users throughout the entire customer journey - from the awareness stage and lead generation, and all the way to the end of their journey, to the onboarding stage.
Bring your product to life with a few drag-and-drop actions:
- Create a demo in 10 minutes: You can create a fully functional product demo in no time. It's so easy that you'll be up and running in just about 10 minutes!
- Make personalized product tours: Say goodbye to manual sandbox environments. Storylane enables you to create personalized tours that give potential customers a comprehensive look and feel of your product.
- Create different flows for multiple use cases/personas: With unique step-by-step flows, users can embark on their own adventures within your product. It adds a touch of gamification to the onboarding process, making it even more engaging.
In the fiercely competitive SaaS industry, demo automation can be the secret weapon in your marketing arsenal.
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"Previously, there was scope for error and we’ve gone from a process that could be time consuming and painful to a process that’s super quick."
—CHRIS LANCASTER, SUPPLY CHAIN PROJECT
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50 Ideas for Your 2023 Small Business Marketing Strategy
Published: May 19, 2023
Whether you’re launching a new business or already have one, having a small business marketing strategy that includes a strong online presence for your brand is essential.
Consumers learn about local businesses online more than anywhere else, with Statista predicting the number of ecommerce users to grow to nearly 290 million by 2027 .
If you’re a small business owner with little experience in online marketing, creating a strategy to boost your online presence may feel overwhelming. Have no fear — we’ve got you covered.
In this post, we’ll help you build and optimize your small business marketing strategy using inbound marketing , setting you up to attract new clients and ultimately grow your business.
Small Business Marketing
Marketing is meant to raise brand awareness and build a pipeline of qualified leads that turn into sales. With a small business, getting the word out can be challenging due to less visibility and lack of resources (like budget or time).
However, there are key strategies that can help you scale your small business’s marketing efforts.
Whether you’re struggling with a limited budget, the time restraints caused by a smaller team, or even a lack of direction, a marketing plan appropriate for your business can guide you as you scale.
Small Business Marketing Strategies
- Know your audience.
- Emphasize your value proposition.
- Stay focused on singular goals and objectives.
- Capitalize on short-term plays.
- Double down on what works.
- Understand the power of existing customers.
- Use free promotional tools.
- Create a website to own your online presence.
- Consider blogging to attract prospects for your website.
- Promote yourself on social media.
- Collaborate with influencers to create brand awareness.
- Create short-form video content.
- Stick to a social media posting schedule.
- Invest in ads.
- Make sure you're capturing web prospects’ information.
- Use email marketing to nurture leads.
- Manage relationships with a CRM.
- Lean into word of mouth as a promotion channel.
- Connect with other local businesses.
These strategies are fundamental as you generate awareness and revenue for your organization:
1. Know your audience.
A key mistake is thinking that “anyone” is your buyer. Larger companies may be able to appeal to a wide market, but they say “the riches are in the niches” for a reason.
You’ll have the most leverage as a small business in a niche. And to develop a niche and appeal to buyers within it, you must understand their pains, problems, triggering events, and priorities.
What is pushing them to make a purchasing decision? What does it look like if they succeed? Knowing these things will help you craft messaging that resonates and makes a compelling case for your solution.
Start by thinking about your existing customers and who you’d like to work with. Then, create a buyer persona to get into your ideal client's head.
Download Free Buyer Persona Templates
2. Emphasize your value proposition.
If there’s no difference between you and your competition, there’s no reason why a buyer would be compelled to work with you.
Your value proposition is what will differentiate you from others in your space and make up your prospects’ minds that you're the provider to go with.
What do you do better than anyone in the industry? Conveying this makes a compelling argument.
3. Stay focused on singular goals and objectives.
If you’re exploring the world of marketing, you may have noticed that there are a gazillion directions you can go in. It’s tempting to do it all at once and craft a complicated machine in hopes that you covered all your bases.
However, this strategy makes it easy to take on too much.
Instead, identify where the biggest impact will be. Where is the biggest blind spot in your marketing prohibiting your growth?
Set a performance goal around that one key area and focus your resources on the activities and tactics that will achieve that one performance goal.
You can expand your efforts or pivot to other initiatives when you’ve made more progress toward that singular goal.
4. Capitalize on short-term plays.
Start scrappy. As you scale, it’s critical to see ROI sooner. This will give you the momentum and cash flow to put toward larger projects, long-term plays, and more sustainable growth models.
Tactics that take time to build (such as SEO) are poor fits for your primary initiatives because you won’t see a return soon enough for your liking. If you have enough resources to start there, great. However, don’t put all your eggs in that basket.
If you have evidence that people are taking to Google with purchasing intent for your particular solution, you may find that paid ads will give you that short-term ROI.
5. Double down on what works.
Once you have your initiatives running and you’ve experimented with a few things, pay attention to the data. This can inform you of what’s working. As you scale, it’s a good idea to double down on proven methods of generating revenue.
6. Understand the power of existing customers.
On average, acquiring a new customer costs five times more than closing an existing one. This means you shouldn’t stop marketing once they’ve made a purchase.
Identify your opportunities for repeat purchasing, upselling, and cross-selling. Because your existing customers have already made a purchase, they already know, like, and trust you.
If you’ve provided a good experience, you’ve given them a reason to do business with you again should the need ever arise.
Even if the need doesn’t arise (in cases where it’s a one-and-done purchase with no upsell opportunities), you should still delight your customers. Word of mouth is a powerful (and free) promotional tool.
7. Use free promotional tools.
Speaking of free promotional tools, it’s important to note that since you’ve committed to a limited goal and scope, there’s no need to inflate your overhead with gadgets.
Use free promotional tools where possible, and only commit to paid tools if you know they will drastically improve existing operations or performance. Here’s a helpful list of marketing tools (some free, some paid).
8. Create a website to own your online presence.
A professional-looking website is one of the most important assets you will create for your small business. This is where you will show who you are, what you offer, where you are, and how a potential customer can contact you.
It is a channel you will always own, and it has the capability of generating organic traffic in addition to being a place to send traffic from advertising and other marketing initiatives.
Your website isn’t just a simple brochure, either. You can turn it into a 24/7 salesperson by understanding how to convert traffic and turn them into leads (more on that later).
For one of the best website tools, check out HubSpot’s CMS .
Free Marketing Plan Template
Outline your company's marketing strategy in one simple, coherent plan.
- Pre-Sectioned Template
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- Example Prompts
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You're all set!
Click this link to access this resource at any time.
9. Consider blogging to attract prospects for your website.
Blogging is a great way to generate organic traffic, particularly for those prospects who have not reached a purchasing decision yet . In addition, it can establish credibility in your space and position you as a thought leader.
To start a blog, you can use an inexpensive or free website tool to make a free site and use one of their templates.
Even if you only publish once a week, it will improve your website’s visibility online and help educate your potential customers on why they should trust your company.
If you plan to write your posts yourself, check out this beginner’s guide to writing .
Once you start writing, you can add a call-to-action (CTAs) on your posts for visitors to subscribe to your blog and receive emails.
This is a great way to start collecting leads and offering potential customers a way to get information if they aren’t ready to buy anything from you yet.
Download Free Blog Post Templates
10. Promote yourself on social media.
With billions of potential customers using various platforms daily, social media is a powerful business tool. Social media marketing can help you engage with potential customers, build brand awareness, and promote your products.
Why wouldn’t you want to be seen where your potential customers spend their time?
Download the Free Social Media Content Calendar Template
11. Collaborate with influencers to create brand awareness.
Instagram, YouTube, and Facebook are top of the list when it comes to social media platforms . But, if your small business is not yet well known on these outlets, consider collaborating with well-established influencers in your niche.
Influencer marketing is currently the top marketing trend. Collaborating with influencers is a surefire way to get your business in front of the eyes of your audience. Influencers understand their (and your!) niche.
Not only do they understand the niche, but influencers have a knack for storytelling — meaning, they’ll be able to effectively tell your business’s story and sell your brand to the appropriate audience.
Consider reaching out to influencers in your niche to add to your small business marketing strategy.
12. Create short-form video content.
Marketers know that a good marketing strategy for your small business should include more than just written content. In fact, in 2022, 44% of social media marketers focused their efforts on creating video content for TikTok.
Adding short-form video content to your marketing strategy is a great idea, as platforms like YouTube, Instagram, TikTok, and Facebook make connecting and engaging with your audience convenient.
Short-form video content is easily shared, meaning you can quickly get your product or service in front of the right audience — and their friends.
13. Stick to a social media posting schedule.
You shouldn’t just post to your social media platforms hoping that something will become a viral post. Instead, you must focus on intentional content creation and posting.
After you find the social media platform that works best for your business, create a social media content calendar and stick to a regular posting schedule.
But, don’t just post every day for the sake of posting. 83% of social media marketers say it’s better to post at a lower frequency with high-quality content than daily posting.
You’ll likely post irrelevant, low-quality content when you post daily.
Take the time to create engaging, thoughtful content and schedule it for the appropriate times to stand out from the competition.
14. Invest in ads.
Organic traffic takes a while to build, and as a small business, you want to invest in short-term plays. Pay-to-play tactics that target buyers with high intent are great for short-term wins to jump-start other objectives.
80% of brands use some form of paid advertisement. Google Ads are perfect if you know that your target audience is searching the web for your product or solution. If they aren’t, you might consider social media ads instead.
Individuals on social media have less buying intent, but with highly targeted ads and enough impressions, you’ll gain the interest of your audience.
Download the Free Advertising Planning Kit
15. Make sure you’re capturing web prospects’ information.
We’ve been talking a lot about visibility and traffic but haven’t really covered how these will help drive revenue yet. One simple way to start generating leads or customers from your website is to implement a conversion tool.
A simple, free option is HubSpot Marketing Free . By using this tool to add a pop-up widget to your website , you can start collecting the email addresses of potential customers.
From there, you can send out promotions and offers and convert them into paying customers. You can also implement any of these 24 conversion tools to help you optimize your website and use it to drive leads.
16. Use email marketing to nurture leads.
Just because you’ve converted website traffic into leads doesn’t mean those leads are ready to buy yet. It’s important to stay top of mind and move them closer to a purchasing decision.
Email marketing is a critical part of your marketing toolkit, and it is the most effective method of marketing. In fact, 73% of millennials prefer communications from businesses to come via email.
This strategy is an easy, free, and scalable way to communicate with both new and existing customers.
Once you have an email marketing tool in place (many are inexpensive or even free), experiment with emailing out newsletters (with your sleek new blog posts) and other promotions to your database.
We know small business owners don’t have tons of free time to devote to digital marketing, so consider using marketing automation to make this process even easier for yourself.
To get started planning your email marketing strategy, check out this guide and template from HubSpot .
17. Manage relationships with a CRM.
Email marketing works best when you’re sending personalized, targeted emails. This begins with a customer database or customer relationship management (CRM) system.
Your CRM stores information about your leads, prospects, and customers so that you can keep track of customer interactions and identify sales opportunities more effectively.
HubSpot has one of the best CRMs (and, best of all, it’s totally free).
18. Lean into word of mouth as a promotion channel.
As mentioned previously, delighting customers can have a big impact on your business, primarily in repeat purchases and word of mouth.
If you provide a great experience, your customers will be more inclined to leave reviews, give testimonials, and tell their friends about you.
That’s why measuring customer satisfaction and encouraging customers to spread the word is a good idea.
19. Connect with other local businesses.
Take your business to the local community and connect with other local business owners in your area. Consider partnering with local businesses to create discounts, deals, or coupons for customers.
Start a live stream with local business owners during a promotional event or coordinate a giveaway.
Connecting with other small businesses is both great for word of mouth and collaboration. If you collaborate with other local businesses, advertise the promotion or sale on your social media outlets.
Online Marketing Tips for Small Businesses
Now that we’ve covered the basics, here are tips for improving whichever marketing strategies you choose.
- Determine your brand's identity.
- Identify your buyer persona.
- Design a logo and other assets.
- Build your website with a CMS template.
- Draw up a go-to-market strategy.
- Hire a freelancer to help you scale your content.
- Consult agencies and freelancers for web design help.
- Track your site with analytics tools.
- Boost your Google ranking with SEO.
- Research keyword opportunities.
- Optimize your website for mobile devices.
- Write optimized blog posts.
- Experiment with photo and video content.
- Launch business pages on Facebook and Yelp.
- Build out your social media strategy.
- Use social media for customer service.
- Build interesting landing pages.
- Plan an email marketing strategy.
- Offer coupons in newsletters or on landing pages.
- Share your distribution channels on your website.
- Offer a free webinar.
- Try co-marketing.
- Encourage happy customers to share their experiences.
- Try out marketing experiments.
1. Determine your brand’s identity.
A consistent brand identity to promote your business will make you look more professional and help you attract new customers. According to a 2020 study, nearly 9 out of 10 people are brand loyal .
Jeff Bezos, the founder of Amazon, has described a company’s branding as “what other people say about you when you’re not in the room.”
In other words, your brand is people's feelings and emotions when hearing your company name. It combines your brand name, logo, aesthetic, and the design of all your assets, plus the values you support, which is becoming more important to consumers .
2. Identify your buyer persona.
When you imagine a customer searching for your product or service, what are they like? What are their pain points? What is their job? Creating a buyer persona that tells the story of your ideal customer can help you optimize a website for them.
By learning more about your target customer through creating a buyer persona, you can better figure out what types of things they may be searching for so you can include those terms on your website.
3. Design a logo and other assets.
To start getting the creative juices flowing, consider your color scheme and peruse palettes with Adobe Color or Coolors . You can create your own or look through pre-made or customized color palettes.
To create a logo, I’d recommend checking out Upwork or Freelancer .
There are free and less expensive options for designing your own logo online, although using a freelancer or agency can give you a higher quality product and connect you with a designer who can change and update your brand assets as your company grows.
4. Build your website with a CMS template.
If you’re a tech-savvy small business owner, you’ll probably want to build your own website. A content management system (CMS) makes the process simple.
Most CMSs offer customizable templates for your site that you can get for free or for a small fee. There are templates for various skill levels — from beginner all the way to advanced.
Once you’ve created your website, most CMS platforms offer plugins to help you optimize your content for search (look for SEO plugins). This will help you rank better in Google — which we’ll discuss more in-depth in a bit.
5. Draw up a go-to-market strategy.
Once you’ve activated all the tools you need to promote your product or service, you’ll need to create a promotional plan that aligns with the customer journey.
Consider which content will attract, engage, and delight your prospects and how you will convert them into a customer.
To help you plan out this process, use this template.
6. Hire a freelancer to help you scale your content.
If you need help creating regular blogs or promotional content, consider hiring a freelancer over investing in a full-timer. Try Upwork for a freelance blogger, videographer, or photographer.
You could also consider hiring a marketing agency for a larger project.
7. Consult agencies or freelancers for web design help.
If you aren’t technical and want a website built for your small business, you can use a freelancer or a marketing agency specializing in web design.
This is a great option for businesses with an existing website that needs to be updated and revamped for SEO to help improve your Google ranking.
To find a freelancer or marketing consultant in your area, you can use Upwork (filtering by design/creative), Codeable (for WordPress experts), or Freelancer .
8. Track your site with analytics tools.
If you’ve never made a website and aren’t entirely comfortable with the technical elements, many free tools and services can help you get started.
When you create your website, implement Google Analytics or HubSpot Marketing Free (both of which are free products) so you can easily track who’s looking at your site.
9. Boost your Google ranking with SEO.
If you already have a business, have you ever searched for yourself or your product/service online? If so, did you think, “Why isn’t my website showing up on Google?”
If so, you probably thought, “How do I rank on Google?” or “How can I improve my Google ranking?”
There are a lot of factors that play into why a certain site or page appears in the top spots on the Google (or another search engine) search engine results page ( SERP ).
Backlinko reports some of Google’s top factors, which include having relevant keywords (and their placement on your site), the length of your content, having high-quality content, how fast your page loads, how often you post content, and more.
When it all boils down, Google tries to find the best content to present to the person searching.
For example, if I’m searching for the best salon in Newport, Rhode Island, it wouldn’t be helpful for me to find a web page of a salon that has closed down and is located in Newport, Kentucky.
It would, however, be helpful for me to find a salon in my area with great Yelp reviews, an easy-to-navigate website, and contact information readily available.
Google always wants to surface the most relevant, highest-quality piece of content.
To rank higher on Google, you can leverage the power of SEO . To start learning everything there is to know about this powerhouse marketing tactic, check out The Ultimate Guide to SEO.
HubSpot explains SEO as “techniques that help your website rank higher in search engine results pages (SERPs).
This makes your website more visible to people looking for solutions that your brand, product, or service can provide via search engines like Google, Yahoo!, and Bing.”
In other words, it’s the basic concept of structuring your website and blog posts to be in the best shape for appearing first on search engines.
SEO strategy usually consists of a few things. These include buyer persona research , keyword research, and on-page SEO research.
These three areas can help you learn how your target market is searching online and position your business to get discovered by the right people.
10. Research keywords opportunities.
Keyword research is an extension of buyer persona research. You can use the personas you’ve created to search for the best keywords for your brand, then use a tool like KW Finder to find related keywords for your target audience.
Then, you can do some on-page SEO research and optimization. This is where you put those keywords in the correct places on your website — like in the meta description, page titles, and H1 tags.
11. Optimize your website for mobile devices.
Most Google searches are done on mobile devices , so it’s important to have a site that looks clean and is easy to navigate when someone enters it on their smartphone.
A mobile site can also be beneficial for SEO, with search engines like Google, which reward you with a higher ranking if you have a mobile site.
You don’t have to be a tech expert to build a site that looks good on mobile. In fact, most CMS platforms like HubSpot already offer mobile-optimized templates.
12. Write optimized blog posts.
Content and blogging are extremely important for your search engine ranking. The more often your desired keywords appear in your high-quality and helpful content, the more likely you are to appear in search results.
A great way to become an authority on your topic, product, or service is to blog.
Make sure you’re writing with SEO in mind — use these SEO tips for bloggers or leverage a WordPress plugin like Yoast .
13. Experiment with photo and video content.
According to HubSpot Research , more than 50% of consumers want to see videos from brands. Additionally, most social media apps, like Facebook and Instagram, are embracing more visual layouts.
To keep up with these trends, it’s a good idea to make a few marketing videos. If you use these tips , producing a few can be quite inexpensive.
14. Launch business pages on Facebook and Yelp.
If your business is focused on a local area, the most important accounts for you are Facebook, Yelp, and Google’s business feature.
Having high Yelp reviews improves your authority online and helps your search ranking. You can claim your business on Yelp for free, customize your profile, add pictures, and ask for reviews.
The same thing goes for registering your Google business page. You can register your business with Google (for free) and add pictures.
If you’ve ever searched for your business in Google Maps and been disappointed not to see it, it’s because you haven’t claimed it yet!
On Facebook, you can create a Facebook business page so that people can find your location and hours.
For any business, having up-to-date social media accounts will help you be found and engage with prospects.
Create a Twitter account , Facebook page , learn how to use Instagram , create a Pinterest page (if relevant), and use them to discover new clients.
15. Build out your social media strategy.
While Facebook and Yelp will be great tools for local searches and reviews, platforms like Instagram, Pinterest, and Twitter will offer you even more opportunities to share your posts, content, and promotions.
If your customers can purchase your products or services online, these platforms will also give them another way to find you.
Be sure not to spread yourself too thin by joining too many platforms at once. To make strategizing easier, here’s a guide to the five types of social media platforms and the pros and cons of each.
16. Use social media for customer service.
Once you’re on your chosen platforms, be sure to answer customer or follower questions when they ask them through post comments or direct messages. This will make your company look responsive and credible.
Here are some great examples of how brands have used Twitter for customer service.
If you have the means, consider hiring a social media manager with community management experience.
On top of posting content on a regular schedule, community managers are charged with responding to questions or concerns of followers.
Interested? We published a guide on what it takes to be a great social media community manager.
17. Build interesting landing pages.
A landing page offers your potential customers a free resource in exchange for filling out a short contact information form.
When they receive the resource, they might be even more pleased by your company and more interested in buying the full product.
Because landing pages raise your chances of customer conversion, you want yours to look enticing. To get started, read this landing page guide to learn more about what makes this strategy successful.
Then check out these free and professionally designed templates .
18. Plan an email marketing strategy.
Once you start creating regular content and building out landing pages, you’ll want to share them with the prospects who seem most interested in learning more about your product.
For this reason, we suggest building an email marketing strategy.
While you want to be careful not to bombard those who sign up for your email list with too many emails, you want to send just enough to keep your prospects informed and engaged.
Here’s how our metrics improved when we streamlined our email marketing strategy.
If you’ve never sent regular newsletters before, you can use HubSpot or a number of other affordable tools to create and send an email with a professionally designed template.
Many email tools also offer basic analytics that allow you to track open and click rates.
19. Offer coupons in newsletters or on landing pages.
Placing a coupon in your marketing emails can engage and delight your audience. After buying a product or service at a discounted rate, they might also be more willing to pay full price.
If you have a subscription service, offering prospects a code for a free trial can also be helpful so they can test it out.
20. Share your distribution channels on your website.
Once you have a few social media accounts and a newsletter, connect them to your website so your visitors can follow you.
One way companies do this is to display all of their linked social icons and a newsletter sign-up CTA on all pages of your website. A good place to include these is on the top right corner or the footer of each page.
This way, they’re visible but aren’t distracting from any content.
21. Offer a free webinar.
A webinar allows potential customers to sign up for a short online course hosted by you. These courses are usually between 30 minutes to an hour and allow you to give tips and answer questions related to a topic your brand is familiar with.
While this strategy can help you boost your credibility in your field, it can also offer you potential leads and sales opportunities .
22. Try co-marketing.
Is there a local business in your area that isn’t a direct competitor but offers a product or service to a similar target audience?
Consider working with them on a cobranded campaign where you promote each other on social media, via email, or in your blog.
While you’ll give your partnering company added promotion, it will also allow their fanbase to learn more about you.
23. Encourage happy customers to share their experiences.
When a happy customer talks about how great your company is on social media or a review site, your product or service looks like a good investment.
Even on social media, word of mouth is still a huge factor in someone’s purchasing decision .
If a prospect sees a friend raving about your business on Facebook or if they post a photo of a meal from your restaurant on Instagram, they might be more likely to go.
After all, 71% of consumers are more likely to purchase based on social media referrals .
If customers tell you they love your product, encourage them to share the experience on Yelp, Google, or social.
If you have a physical business, you should place signs up with your account handles so customers know who to tag if they post a picture of your product.
24. Try out marketing experiments.
If you’re interested in a new social platform or a new marketing trend, don’t be afraid to experiment. If an experiment goes well, you could be ahead of the game, and it never hurts to be a thought leader in your industry.
When you experiment with a new marketing strategy, have a solid hypothesis or question in mind. This will keep you focused on the end goal and reduce the desire to chase the next big thing as it comes along.
Also, prepare for your next steps if you get good or bad results. Here’s a quick guide to leading a successful marketing experiment.
Small Business Advertising Ideas
Now that we’ve covered some marketing strategy basics, let’s look into how you can put your advertising dollars to work. Below are some ways to tackle advertising for small businesses.
- Set up Google My Business.
- Consider PPC ads with Google & Bing.
- Run social media ads.
- Sponsor products on Etsy & Amazon.
- Leverage user-generated content.
- Develop a referral program.
- Advertise with your local chamber of commerce.
1. Set up Google My Business.
Creating a free Google My Business profile is a simple first step to helping potential customers find your business. It only takes a few minutes to add your business contact information, business hours, photos, and a list of your services.
Another perk of having a Google business profile is that you don’t need a storefront to create one. Your profile also comes with analytics that can help you better understand how customers are connecting with your business.
Additionally, you can check out and respond to customer reviews and learn what keywords brought them to your business page.
2. Consider PPC ads with Google & Bing.
Using pay-per-click (PPC) ad programs like Google Adwords or Microsoft Advertising can also help drive customers to your business. If you’re working hard on SEO, but are still looking for an extra boost, consider PPC advertising.
With this search engine marketing technique, you use Google AdWords or Microsoft Ads to show up as an advertised listing in search results.
Before you dive into PPC, you’ll want to make sure your landing page is as optimized as possible. If you are paying by the click and those who click on the page don’t convert, you will lose advertising dollars.
To help you get started, read this Ultimate Guide to PPC . Then, use this PPC planning template to create an optimized campaign. You can also use a few handy tools and software to edit, track, and report on your campaigns.
3. Run social media ads.
Most major social media platforms offer affordable advertising options that can help you target your posts to a specific audience.
While many small businesses have been advertising on Facebook, Twitter, and LinkedIn for years, Instagram now allows brands to advertise through its Shoppable tool .
Pinterest is also an excellent option for small businesses to advertise. In fact, Pinterest users say the platform has more influence on their purchasing journey than other platforms.
Shopping ads on Pinterst drive three times the conversion of other competing platforms.
4. Sponsor products on Etsy & Amazon.
If you’ve already set up shop on Amazon, you can boost your products by participating in their sponsored products program.
This cost-per-click ad program generates ads from your product listings and automatically targets your ads, making it a great option if you’ve never created a campaign before.
If you’re a maker and sell your wares on Etsy, consider using Etsy Ads to advertise your products. Similar to Amazon, this is a cost-per-click model with a default minimum daily budget of one dollar.
With Etsy Ads, your products will stand out in Etsy Search, category pages, and marketing pages.
5. Leverage user-generated content.
Some of the best advertising you can get is from existing customers. Happy customers can vouch for your brand and add social proof to your marketing campaigns.
Ask your customers to leave reviews, or if they’ve already created content on social media involving your brand, ask permission to share it.
6. Develop a referral program.
Speaking of enlisting the help of your existing customers, you can incentivize them by using a referral program . Offer a discount, free gift, or other perk in exchange for them bringing in new customers.
Referred customers are 18% more loyal than those who aren’t and spend 13% more on purchases. Since these new customers will have been referred to you by someone they know, they’re more likely to have a positive customer experience.
7. Advertise with your local chamber of commerce.
If you have a storefront, advertise with your local chamber of commerce.
Each city is different, but you can typically be featured on their website, promoted on their social media channels, and included in their email newsletter for an annual fee.
It’s a great way to get your brand out there and an excellent opportunity to network with fellow small business owners.
Start Marketing Your Business Today
Small business owners looking for a way to track ROI and brand awareness need digital marketing.
Not only is digital marketing a must-have for promoting your products or services, but optimizing your online assets is also critical to your business’ overall success.
You may have a long road ahead to build your online presence, but any steps you can make will have a huge impact on your business.
Editor’s note: This post was originally published in September 2020 and has been updated for comprehensiveness.
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