A solid marketing strategy can make the difference between an organization that exists and one which actively shapes the market. If done correctly, it can lead to conversions, loyal customers and a lasting reputation.
It can be not easy to know where and how to start with so many marketing strategies in use. You don’t have to reinvent the wheel. Sometimes, all you need is a few tried-and-true marketing strategies to get you started.
This article will explore 10 expert tips that can help your business become the next household brand.
1. Use Social Media As Your New Customer Service Frontline
Social media isn’t only a way to promote your product. It’s also your front desk, customer service hotline, and complaint department. It’s tempting for you to use every post as a promotional tool, but the magic happens when customers perceive that you are accessible and not just available.
Nike is a good example. They’ve transformed X (formerly Twitter) into a hub for customer service, balancing support and engagement without bombarding users with sales pitches.
Nike responds quickly to client queries and shows empathy and friendliness when addressing concerns. This doesn’t necessarily mean that Nike has given up on its social media marketing.
Nike does this through a separate platform that balances social media sales and promotional campaigns with proactive customer service. This strategy eliminates the constant feeling of being sold while also making customers feel valued.
This social media marketing strategy can be applied to your business by turning at least one social media channel into a virtual service desk. You can easily do this by integrating conversational AI bots into Facebook Messenger or using a cloud-based contact centre to manage your customer interactions.
You’ll see these results when customers appreciate the value of your brand or products:
- Make yourself approachable and trustworthy to improve your business’s perception and build long-term loyalty.
- Increase social media engagement without selling.
- Get valuable feedback that you can use to enhance other marketing campaigns for your business
- Create a community for your customers and encourage them to be advocates of your business
2. Influencer marketing is a great investment
It’s time to clear up this misconception: Influencer marketing isn’t only for Fortune 500 companies with six-figure advertising budgets. You don’t have to be a Kardashian in order to promote your product. In fact, micro-influencers–those with smaller but highly engaged audiences–often deliver higher ROI by fostering real relationships with their followers.
Influencer marketing is also available in many different forms depending on your campaign’s focus and goals, including:
- Giveaways and contests
- Affiliate Marketing
- Takeover of accounts
- Sponsored posts
- Unboxing
- Challenge campaigns
Gymshark’s 66 Days Change Your Life Challenge campaign is a great example of influencer marketing. The Gymshark campaign for the 66 Days: Change Your Life Challenge was a collaboration between six sports influencers and this active gym wear brand on TikTok, Instagram and TikTok to encourage audiences to make healthy lifestyle and habits changes.
The #Gymshark66 has been viewed over 250,000,000 times on TikTok. Reaching this level of exposure on your own would have taken a lot of effort. Gymshark achieved the perfect marketing ROI by partnering with industry influencers: increased brand value, community engagement, and brand visibility.
3. Repurpose content for higher ROI
It’s not only exhausting, but it’s also unnecessary to create new content for each platform. Why reinvent the wheel if you can adapt it to different platforms? You can repurpose content to turn a blog post into a LinkedIn slideshow or Instagram Reel.
This strategy is highly effective and scalable, which is why nearly half of all marketers endorse it. It’s like recycling ideas that are already successful.
How to Implement: Use analytics tools to review past content to determine what worked. Then, give it a new look for a new medium. A webinar can be transformed into a series of short videos. A blog can be transformed into a downloadable guide. It’s important to customize each format for the platform. Be snappy and visual on TikTok.
4. You Can Educate Your Audience and Have Fun at the Same Time
Today’s customers are savvy and value quality but also enjoy a good dose of entertainment. Your business can introduce its product to customers by combining education and entertainment.
What is the result? The result? Potential customers are more likely to pay attention and learn from your content. It is a good idea to use entertainment marketing because it uses storytelling techniques, offers high-quality, valuable content, and personalizes brands.
Duolingo’s marketing is an excellent example of edutainment. Duo the Owl is the mascot of this language-learning application, and he keeps TikTok entertaining by providing language challenges and tips. It highlights the app’s main features, with meme videos synchronized to catchy music. This creates brand loyalty and makes the app synonymous with language learning.
You can use edutainment to market your business by creating engaging and creative interactive content, such as “how-to videos” and DIY guides. If you run a craft company, you could start a series called “Craft with Me”, where you show creative projects your audience can do from home.
5. Create an email following using your asset (not rented space)
Your followers on social media don’t belong to you. The platform owns them. You lose this connection if Instagram crashes or changes its algorithms tomorrow. It is important to build an email list. You can control it; it is direct and personal.
Email marketing is a proven method that has been around for ages. This channel is still one of the most effective ways to engage with your audience, whether you are sending newsletters, personalized recommendations, or promotions.
How To Implement: In exchange for an email address, offer lead magnets such as e-books or discounts. After you’ve collected their email address, segment them and create targeted campaigns and newsletters with tools such as Mailchimp and HubSpot.
6. Personalize everything
Marketing without a specific target is just as effective as marketing that does not include a particular audience. Customers expect brands that know them to do so. Showing your audience you understand them, whether through personalized emails or tailored recommendations, will lead to increased engagement and repeat sales.
Sephora’s mobile app has been successful in this regard. It collects data on customers by tracking their behaviour and using fun quizzes. Then, it uses these data to make bespoke recommendations using predictive analytics.
Starbucks’ rewards program is a great example of offline personalization. Based on purchase history, it offers discounts to repeat customers and birthday promotions. This creates a memorable in-store experience, making customers feel special and increasing their likelihood of returning.
How To Implement: Customize across all channels. Start by addressing your users by their name in an email, and then move on to more advanced features like custom product recommendations, rewards programs, or subsequent interactions. It is important to personalize and tailor each touchpoint to the customer.
7. Story-driven content can help you humanize your brand.
Story-led marketing is a way to tell a story about your brand instead of just promoting products. This strategy shifts focus to your “why,” your mission, your values, and the positive impact you want to create, creating a deeper emotional bond with your audience.
Stories-led videos and other content that tell a story about your brand can help you determine the perception you want to give consumers. It’s because consumers want to know more than just how your product functions or what it can do for them. They want to see how the product has helped others and why it should be a part of their lives.
You should make the customer the protagonist of any story that you create, not your company. Your story can present the customer’s pain points (customer conflict), your solution (solution to their problem), and a happy ending (benefits).
Tip: Begin by defining your brand’s core story. What motivated you to begin? What problem do you solve? What is your goal? Create authentic narratives by using real-life testimonials or user-generated material. Repurpose these stories into blogs, videos or social media posts to show – not tell – why your brand is important.
8. Spend Money on Paid Ads, But Do It Smartly
Organic marketing is a real thing. Over 50% of all website traffic comes from organic sources. PPC marketing is often criticized, but it’s actually not that bad. If you use it correctly, you can expect an ROI of almost 200%. It’s important to be strategic and not spammy. Test small-scale campaigns to see what works with your audience.
How To Implement: Run A/B testing on different messages or platforms. Start small, then scale up the winning campaigns. Focus on platforms that your audience uses. If you are B2B, LinkedIn will be a gold mine, but for B2C, don’t overlook TikTok or Instagram. With the right targeting and smart budget allocation, your ads will drive results rather than just clicks.
9. You can use AI to improve your marketing campaigns and processes
AI will be around for a long time, and companies that use it to enhance their marketing can achieve more. Marketing automation is a good example. AI chatbots and virtual assistants are able to have virtual conversations with customers, even when you are not present. They can answer their questions or make personalized recommendations.
Nearly 22% of marketers use this technique to engage their customers. Lowe’s, a forward-thinking hardware retailer, recently introduced LoweBot. This AI-powered shopping assistant collects data on customers’ shopping patterns while providing personalized suggestions.
Other ways to use AI for marketing
- You can automate sending personalized emails to prospects, and you can analyze the click-through rate to evaluate their success.
- AI tools help you to manage your social media 24/7 by scheduling content and tracking performance. AI tools such as Celtra, for example, help automate digital campaign creation with creative templates.
- AI can do wonders for marketing techniques such as content repurposing. Use free AI tools such as ChatGPT and Claude AI to summarise the main points of your content and prepare it for use in different formats.
- Outsource even time-consuming tasks such as creating AI outlines, SEO analysis and content ideation.
10. Use Remarketing Techniques
Not all customers who visit your website or click on your ads convert. You can still convince 26% of visitors to return by giving them an extra push. This “extra nudge”, which refers to the remarketing strategy, is a marketing campaign that targets customers who have visited your website at least once.
Remarketing allows you to keep your business at the forefront of people’s minds and remind them about it. You can make them more likely to come back to your business by retargeting them. This is more effective than starting from scratch because the customer is already interested. It is enough to seal the deal.
How To Implement: Track visitor behaviour using tools such as Google Analytics and then create remarketing campaigns for those who did not convert. You can do this by using targeted ads, emails or personalized offers. Keep your brand in front of their minds and gently encourage them to convert.
Bonus: Relying on marketing experts when you need it
Channel V Media, a trusted partner of modern businesses who want to improve their marketing and PR efforts, offers full-service B2B marketing solutions.
It’s not always necessary to do marketing alone. Sometimes, hiring professionals is the right move. Channel V Media can help. Our team can help you with everything from integrated communication strategies to niche content like podcasts and videos. Contact us to find out how we can showcase your company’s vision, generate leads, and create a direct connection with customers.
