My entire blog is dedicated toward helping small businesses start their marketing strategy. In this post I want to take a step back to review the types of marketing strategy I’ve used in my career and the posts that aid in each strategy.
It is common to utilize multiply marketing strategies at once, however I’d suggest quality over quantity. If you’re using multiple strategies but poor quality content, you won’t be doing yourself any favors.
Here are the Marketing Strategies I Use:
- Content Marketing
- Social Media Marketing
- Search Engine Optimization (SEO)
- Email Marketing
- Earned Media/PR
Read the rest of the post to see how I implement them! ( :
Content Marketing Strategy
Content marketing is an extremely popular marketing strategy because it:
- Educates/ Entertains your Audience- Building up necessary trust for sales
- Search Engine Optimization (SEO)- provides endless opportunities for you to rank on the Search Engine Results Page (SERP)
The goal of content marketing should be to provide quality content to your target audience, not to sell. This in-bound marketing strategy helps get the conversation going with your prospect clients, so you can deliver warm leads to your sales team.
When I talk about “quality content” what I’m referring to is content that is useful to your audience. Some examples of quality content could include:
- A newsletter
- Checklist for a task
- Digital tool
- Article that answers prospect customers’ questions
Check out the posts on this site that can help your Content Marketing Strategy.
Relevant Posts on Content Marketing
- How to Stretch Your Content
- The Importance of Buyer Personas
- Messaging 101
- How to Compete When You’re a New Business
- Book Review: Made to Stick
Other Resources on Content Marketing
Social Media Strategy
I highly suggest using Social Media as one of your marketing strategies due to the huge range of people social media gives you access to. Using social media is important for brand awareness and expanding the reach of your marketing.
Before you put time into a social media marketing strategy, be sure you know what platforms your target audience gravitates towards.
I use social media marketing to:
- Share content (If you’re employing a Content Marketing Strategy)
- Remind people about your company, your product, and how it can help them
- Share deals/premium offers/sales
- Announce company news
- Give opinion on news stories in my industry
This type of marketing is great because it only costs your time (unless you’re using ads or sponsored posts).
Social Media Marketing can also influence your SEO by getting more traffic to your page and associating your website with social media accounts that have a following.
When starting your social media strategy, I suggest using what I call the “Follow Back” method for gaining followers. This is when you follow many people (maybe everyone following your competitor), message them a hello, and then in a week unfollow everyone who didn’t follow you back.
As people start sharing your content and you begin gaining brand awareness, you should be getting more organic follows. But remember the more people following your social media accounts, the more people who will see your posts/content.
I also suggest creating a content calendar so you can keep track of your content and where it is posted. I am currently using Hootesuite.
Check out the posts on this site that can help your Social Media Marketing Strategy.
Relevant Posts of Social Media Marketing
Other Resources on Social Media Marketing
- Hootsuite: How to Create a Social Media Strategy in 8 Easy Steps
- Entrepreneur: 10 Social Media Marketing Strategies for Companies
Search Engine Optimization (SEO) is a strategy for getting to the first page of the Google Search Engine Results Page (SERP).
By following SEO guidelines, you will be making your site more user-friendly. Google wants to suggest user-friendly and authoritative sites to searchers. If you have a user-friendly site that abides by SEO rules, Google will send more traffic your way when people search for your keywords.
SEO can be very complicated and needs to be kept up with on a regular basis. However, there are a few things that you can do to make sure you aren’t being penalized for SEO-related issues.
- Do not duplicate or reuse content from anywhere on the internet (aka do not plagiarize or write the same copy twice, even on your own website)
- Use your keywords in your Headings! (H1-H3 hold the most weight)
- Optimize your meta tags to include keywords
- Update content regularly and format it in an easily to absorb way
- Make your site super user friendly for the customer
- Make sure your website is better/can compete with your competitors
Relevant Posts on SEO:
- The Basics of Backlinks
- How to Compete When You’re A New Business
- Take-Aways from Google’s December 2020 Core Update
Other Relevant Resources on SEO:
Email Marketing Strategy
Email marketing is incredibly important, especially as interactions become more digital. However, email marketing is not simply a digital blast as it once was.
Now, email marketing is more automated AND more personal. In a sea of emails, you want yours to stick out because you truly understand your customers and their problems.
By writing emails that are specific and touch on customer paint points, you can establish an email marketing strategy that drives sales.
Relevant Posts on Email Marketing Strategy:
Other Relevant Resources on Email Marketing Strategy:
- Hubspot: 19 Examples of Brilliant Email Marketing Campaigns
- Neil Patel: A Beginner’s Guide to Successful Email Marketing
- Buffer: 8 Effective Email Marketing Strategies, Backed by Science
Earned Media/PR Strategy
The goal of an Earned Media Marketing Strategy is to organically get your company’s name into blogs, newspapers, magazines, to go viral on social media, etc.
There are a couple of ways to do this strategy. A common method that I use is through backlinking, where I write articles and then reach out to other publishing organizations asking them to either link to my article or publish my article. (See more in The Basics of Backlinks)
The best way to get journalists/bloggers to respond to your request for post/a link is to create blog posts that provide new information in your industry. This could include a new study, new data, an unpopular/unknown expert opinion, etc.
Being associated with a popular person or brand is good for building consumer trust and exposes your brand to a new, larger audience.
Ideally, over time you will build relationships with influencers in your industry/niche, and obtaining organic PR will become easier.
Check out the posts on this site that can help your PR Strategy.
Relevant Posts on PR Strategy:
Other Resources on PR Strategy: