What online branding strategies do you recommend
New channels are constantly emerging on the Internet, and corresponding ones for them Marketing strategies are needed. Perfect conditions for advertisers to merge proven strategies with new innovations. Because if classic marketing methods are used in a targeted manner in the digital world, this sometimes leads to amazing results.
Which Marketing strategies You should definitely know here.
What is a "Marketing strategy“?
A Marketing strategy is a long-term plan with which a company pursues its own marketing goals. The marketing strategy defines which targeted measures are used to achieve the company's goals.
Classic marketing: advantages and disadvantages
Many companies still rely on outbound marketing via TV, radio or advertisements. The large reach of these traditional channels still makes them attractive for marketers, but it is difficult to address the target group in a targeted manner. Scatter losses are the order of the day.
Online marketing, on the other hand, wins in the area of measurability: The efficiency of advertising can be checked at any time and optimized with the right marketing software and ideally adapted to the respective target group.
Marketing strategy: develop your own plan
Before you sign up for a Marketing strategy decide, you should first determine your marketing goals as a first step. Analyze the current state of your company by comparing parameters such as sales, market share, profitability, image and customer satisfaction with future expectations, i.e. the target state of your company.
The strengths and weaknesses of your company can be determined with the help of a SWOT analysis. You should also carry out a market analysis and examine your competitors in order to be able to optimally highlight your unique selling point in your marketing measures.
Marketing strategies: overview of 7 important strategies
Once you have carefully analyzed your marketing goals, the next step is the marketing plan and the concrete implementation of yours Marketing strategy.
Precisely because the methods are becoming more and more diverse, it is important to keep track of the different marketing strategies to keep. We have put together some offline and online strategies that you should definitely know:
1. Experience marketing
With experience-oriented marketing, you enable your potential customers unique, personal brand experience.
This marketing strategy is all about the interaction with the brand: This can be done, for example, as part of an event where customers can experience the brand up close by trying out the products.
As a result, customers not only have the opportunity to convince themselves directly of your offers, but also associate the brand with a special experience, which has a positive effect on brand loyalty.
2. Marketing through trade shows
A great way for B2B marketers to combine offline and online marketing are trade fairs and exhibitions where the respective industry meets.
Because these are not only suitable for networking: The big advantage of such events is the high target group density, which is why a little more effort can be worthwhile in the preparations - if your appearance, for example a creative display, is then shared on social media, you benefit that is an additional range.
3. Direct Marketing
With almost complete digital networking, addressing customers has become uncomplicated. Newsletters and email marketing are an efficient and easy way to keep in touch with customers.
In order for this strategy to be successful, you should make sure to plan the newsletters precisely: Define your target group, determine relevant content, make sure that you address customers personally and then measure the performance of your newsletter. This comprehensive guide will show you how successful email marketing works.
4. Influencer Marketing
Marketing with the help of influencers has already established itself in B2C marketing - but influencer marketing is also becoming increasingly important in the B2B area.
Your focus here should be on the selection of one or more suitable influencers. Because not only their awareness among the target group, but above all their credibility and expertise determine the success of this measure. If influencers and brands only fit together to a limited extent, this can have the opposite effect and irritate potential customers - so caution is advised here.
5. Content Marketing
In the B2B area in particular, it is important to provide information about your own products instead of just advertising them: Content marketing is an ideal tool for this. If you share your expert knowledge, you can become a sought-after contact point for your target group.
Your website or blog can be used to present not only information, but also exciting company insights. With the right SEO strategy, you can also increase the findability of your content on Google and Co.
However, you should keep in mind that the benefits of content marketing come with a certain amount of editorial effort. Creativity is not only required when finding a topic, but you should also ensure diversity in the choice of formats: In addition to classic articles, videos and podcasts are also effective media for conveying your content.
6. Social Media Marketing
Facebook, Instagram and Co. have long since become an integral part of online marketing.
But even within the scope of this marketing strategy, the possibilities are becoming ever more multifaceted: marketers find different conditions on each new channel that need to be researched. Opportunities are quickly identified and turned into trends in the industry, as demonstrated by the marketing on TikTok.
7. Guerrilla Marketing
Guerrilla marketing might not be right for every business, but it can create a huge buzz. The advantage of this strategy can be outlined in one sentence: Little budget, big effect.
Guerrilla marketing campaigns stand out, emotionalise and polarize - so a lot of creativity is required for their conception. Thanks to social media, guerrilla marketing can be even more effective today, as impressive campaigns can be spread rapidly and may even become a viral hit.
Examples of successful marketing
The Berliner Verkehrsgesellschaft (BVG) is an impressive example of a successful marketing strategy: its marketing strategy sets it apart from other public transport companies and shows how different marketing strategies can be combined with one another.
The BVG mainly draws attention to itself with humorous social media marketing:
Image: Instagram BVG
Image: Twitter BVG
But offline approaches, such as classic print advertising via posters, are also part of the BVG marketing strategy. With this, the public company proves that even traditional marketing channels can still generate a lot of attention today by being implemented online.
Image: The West - Panorama
The BVG is adding further approaches to these marketing measures: Last year, for example, an Adidas shoe in the design of the BVG seat covers, which also served as an annual ticket, caused a sensation.
Images: Horizont - Marketing
With the right one Marketing strategy stay in the memory of your potential customers for a long time. If you combine tried and tested methods with new approaches and media, you can create exciting effects.
If you adapt your marketing mix again and again to your company goals, current trends and the needs of your target group, nothing stands in the way of the success of your marketing.
Header: littlehenrabi / iStock / Getty Images Plus
Originally published October 31, 2019, updated 11 February 2021
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