Marketing is one of the most essential parts of growing a business, but finding and leveraging powerful marketing strategies takes your business to another level.
The best marketing strategies used by companies have been around for decades and work because they understand human behavior. If you want to grow your business faster with great marketing tactics that work, there are two things you should know: What the best marketing strategies of all time are, and how these strategies work.
This blog post will walk you through 20+ powerful yet proven strategies that will help you grow your business much faster than before without spending too much time or money on them. Well-known brands have used these proven methods to fuel revenue growth, increase customer loyalty and brand awareness so that people think about your product when they need it most!
We’ve also provided simple advice on putting these marketing techniques into action for your company.
Read on to gain insights to level up your business this year.
- What are marketing strategies?
- Powerful marketing strategies for small businesses and enterprises
- 1. Blockchain marketing
- 2. Get organized
- 3. Build your influence
- 4. To maximize ROI build out from one social channel
- 5. Build rapport through email
- 6. Blog strategically
- 7. Research to impact your SEO
- 8. Educate others
- 9. Survey, listen and learn
- 10. Re-examine your landing pages
- 11. Stand for something
- 12. Leverage social media advertising
- 13. Make the most of Google’s local offerings
- 14. Prioritize retention
- 15. Woo your audience
- 16. Explore partnership opportunities
- 17. Enable your audience to get to know, like, and trust You
- 18. Promote a free consultation
- 19. Write for others
- 20 . Invest in original research
- 21 . Leverage the power of HARO
- 22 . Host or join podcasts
- 23. Use affiliate marketing
- Powerful marketing strategies require innovation
What are marketing strategies?
A marketing strategy is a company’s overall game plan for reaching out to prospective customers and converting them into clients of their products or services. This strategy includes the value proposition of the organization, important brand message, customer psychographic and demographic, and other high-level information. It considers what your company is already doing well and what you’re missing in terms of your goal, so you’re more likely to achieve it.
A comprehensive marketing plan also addresses the basics.
What are the four basic marketing strategies?
They are otherwise known as the”four Ps” of marketing: product, price, place, and promotion.
The types of marketing strategy we cover in this post form an ultimate guide of sorts based on the principles of neuroscience while also incorporating the use of the latest technological tools to help market your brand and build strong relationships with your audience.
Powerful marketing strategies for small businesses and enterprises
Let’s dive into them.
1. Blockchain marketing
Why look to blockchain marketiing?
Because some of blockchain’s main characteristics, such as openness, security, and accessibility, have the potential to disrupt practically every industry, including marketing and advertising.
So how can we apply that to our business?
Blockchain marketing refers to the marketing of blockchain-related applications. These have involved the use of communities and technologies in an agile data-driven approach that can make our marketing efforts much more measurable and effective.
Brady Werkheiser SEO analyst at WebStacks offers a perspective and ideas in an episode on the Predictable B2B Success podcast.
Brian Platz, co-founder and co-CEO of Winston Salem, N.C-based Fluree says –
Blockchain marketing envisions an entirely new advertising and marketing environment, in which consumers are able to own and sell their data directly to marketers and advertisers. This means circumventing platforms like Facebook and Instagram entirely, so there’s greater trust and usability of consumer data.
- 60% of CIOs were on the verge of integrating blockchain into their infrastructure by the end of 2020.
- The global blockchain technology market is estimated to accumulate $20 billion in revenue by 2024.
Traditional marketing channels still have a place in the blockchain marketing stack, but the tips below are based on creative strategies that startups in the blockchain space have used are worth considering.
- Pair sneak-peek videos of what you’re building along with scarcity of the product or service
- Offer integrations or collaborations with relevant partners
- Jump on the non-fungible token (NFT) bandwagon. Because of their collectible appeal, it can be a great way to engage fans, give them a piece of history, and raise money.
- Use limited edition merchandise to promote a product, feature or service
- Sponsor competitions to get content creators to add to your content library and attract new customers
- Hackathons can be a great way to encourage enthusiastic fans to build with your tools or products, raise brand awareness, and accrue value to your project.
- Leverage Yield Farming on decentralized exchanges (DEX) which enables investors to earn interest (sometimes greater than 100% APY).
- Develop content and documentation around your brand solutions.
2. Get organized
Every company needs a sense of direction. Therefore marketing campaigns should begin with a clear objective and a budget.
Setting a goal and budget is arguably the only wholly free marketing method available globally.
Establishing whether or not a campaign was effective becomes extremely tough when there is no precise aim and no set budget.
Aside from that, according to CoSchedule’s research:
- Top marketers are organized. The most organized marketers are 397% more likely to report success.
- Top marketers set goals. Goal-setting marketers are 376% more likely to report success.
- Top marketers document their strategy. Marketers with a documented strategy are 313% more likely to report success.
- Top marketers proactively plan projects and campaigns. Marketers who proactively plan projects are 356% more likely to report success.
- Top marketers use agile project management processes. Marketers using agile project management were 252% more likely to report success.
This makes sense, according to Forbes contributor Jayson DeMers, for the following reasons:
Goal-setting eliminates subjective perceptions of reality, making success objectively measurable. In that context, success isn’t a vague idea; it becomes demonstrable.
Andrea Loubier of Mailbird provides more context this key marketing step –
Marketing can sometimes be a numbers game. That’s why we often set goals with this in mind, and by doing as much outreach as possible, the chances of success will rise. Of course, a good strategy must be in place, but persistence can often be your best friend when trying to reach a goal.
My team and I always work on the premise that we want to top what we’ve done before, or at least stay on the same line. So, we look at our historical numbers and make a game plan – together.
Let’s have a look at a few pointers to plan and achieve your outcomes:
- Decide on who is accountable for setting goals
- Create KPIs’ or OKRs to align marketing efforts with your strategic business goals
- Set measurable growth goals
- Use historical data to set numerical goals
- Set goals based on revenue targets
- Be willing to run experiments
- Set both macro and micro goals
- Match your goal to your desired objective
- Set goals based on increasing key traffic sources
- Create a plan to help you achieve your goals
- Make sure to allocate enough time, budget, and resources
- Track your goals regularly
3. Build your influence
The most effective strategies assist you in achieving the maximum possible return on your investment. Influence can help establish your authority in an industry, allowing you more options to market your brand.
Influencer marketing has swiftly become a good marketing-related strategy for small businesses.
- It isn’t an option with returns on investment (ROI) as high as $5.78 for every dollar invested.
- 49% of consumers depend on influencer recommendations
- According to a study, 51% of marketers say influencer marketing helps them acquire better customers.
- 82% of people trust social networks to guide purchasing decisions
With increased competition, it is easy to become lost in the crowd while promoting your brand.
You must get creative with your marketing plan. This is where Influencer marketing comes in. It is the promotion of a business’s solutions via the use of persons with influence over potential customers.
Marketing to your target demographic using influencers is a powerful way to achieve this. With the help of social leaders, you may get substantial public awareness. In addition, influencer content about your brand is more credible since someone else is endorsing your brand.
Perhaps this is why influencer marketing has gained popularity in recent years. As a result, more marketers are using it in their campaigns.
The influencer marketing tips below can help you plan, run, and succeed with future initiatives by expanding your reach and ROI.
- Define your goals
- Define your ideal audience
- Turn to smaller communities
- Do thorough research on your influencers
- Think of the influencer’s audience
- Give up some creative control over the content
- Engage on social media
- Put together a roundup
- Choose your influencers carefully
- Compensate your influencers well
- Create highly targeted campaigns
- Don’t expect sudden results
- Understand your value
- Gift your influencers
- Go beyond sponsored content
- Quality > Quantity
- Build lasting relationships
- Spread the word
- Optimize continuously
4. To maximize ROI build out from one social channel
The effectiveness of digital marketing on social platforms is undeniable but with so many platforms and channels available it can be tempting to scale your presence on most of them all at the same time.
It would seem that multi-tasking could be the only option but it is a myth. Studies show that it can rob us of as much as 40% of our productivity as our brain grapples with multiple priorities and switches back and forth between activities.
Focus on one channel to start.
A single focus on one channel allows you to learn to share your narrative, create content, interact with people, and get into the flow. It’s not about having the largest presence; it’s about maximizing what you have.
Neil Patel also advocates this approach. He says –
Even if you’re a savvy marketer who knows the ins and outs of the process, you simply can’t devote the necessary time to extract the full potential of any single channel.
Just look at the amount of time most marketers spend each week performing routine tasks:
But when you concentrate wholeheartedly on one channel, you can give it a 100% effort.
This helps you not only run your marketing campaign at a high level but also achieve the desired results faster.”
How to decide which platform to start with
With limited time, resources, or bandwidth, you need to pick a platform that will work well for your brand. One that offers the best chance of connecting with your future customers.
Here are a few questions to ask yourself to help narrow down your choice.
- What are your goals?
- What is your product/service and what would be the best way to present it on a platform – visuals, thought leadership etc?
- What is your knowledge and comfort level with any one platform?
- How much time can you devote to the platform?
- What content can you create?
How to get started on social
Just start with this simple step-by-step checklist.
- Choose your handle.
- Optimize your page.
- Create a content strategy.
- Brainstorm your ideas.
- Post and promote.
- Track your metrics.
SocialMediaMarketo shared this infographic of a 12 step process to make the most of your strategy.
5. Build rapport through email
Regarding lead generation, 89% of marketers use email as the primary channel. Therefore, email marketing is a tactic that you don’t want to overlook.
Other reasons that show that email marketing isn’t dead include:
- 29% of marketers rate email marketing as the most effective marketing channel
- 93% of B2B marketers use email channels for distributing content.
- 72% of customers prefer email as their primary channel for business communication.
Social Triggers founder Derek Halpern offers some suggestions for getting started with developing your email list:
- To attract organic traffic to your website, you should develop a long-term content plan.
- Create several opt-in opportunities.
- Make use of a popup form for building an email list.
- Sign up for your email list by including an invitation of your company signature.
Other tips to consider include:
- Get personal with your messaging
- Use emotion in your email copy
- Showcase your values
- Tell a story
- Generating sales shouldn’t be the sole aim of your messages
- Automation is a must
- Segment your subscriber database for the best results
- A/B testing is a must to get better engagement and conversions
- Optimize for mobile
- Re-engage inactive subscribers
- Set up trigger emails to prevent missed opportunities
- Nurture subscribers into customers
- Find the right sending time
- Try out dynamic content
- Give plain text emails a try
Opinions from experts in the field include –
You can include an email signature that includes hyperlinks, banners, and calls-to-action when sending emails. A tool like the Wisestamp email signature generator can help generate a professional email sign-off.
6. Blog strategically
A blog can be one of the best strategies to deliver targeted traffic to your website if set up and developed correctly and consistently, according to Adam Enfroy.
Businesses that leverage their blogs correctly tend to generate 67 percent more leads than their counterparts who do not use blogs.
- 77% of bloggers report that their blogging drives results
- Bloggers who write articles of 2,000+ words are far more likely to have strong results.
- LinkedIn is the most effective platform for delivering content and securing audience engagement.
- Marketers who prioritize blogging are 13x more likely to have a positive ROI on their efforts.
Successful blogging requires:
- Find your area of expertise. Choosing an area to focus on can be a challenge. Yet doing sp has been proven to be one of the most significant decisions you will make when starting a blog.
- Prioritize quality above quantity while making decisions. For example, Long-form, thorough articles (1,500 words or more) are worth five times as much as a short, uninformative piece.
- Set up a promotion plan before writing. Many experts say that you should spend 20% of your effort making content and 80% promoting it.
- To make articles that will be useful for a long time, you should write evergreen content and keep it current; your content assets will continue to yield dividends for an extended period.
- Curate your material with the use of picture editing tools such as Instasize.
7. Research to impact your SEO
High-quality leads aren’t just hard to come by; they’re prized possessions. The challenge is ranking for keywords that can drive high volume and conversion rates without driving up your costs too much while still being able to rank well in search engines like Google or Bing, which are important if you want people to find out about what great service/products you offer them through organic searches (which have been steadily declining).
With 70-80% of users ignoring paid ads and focusing on the organic results instead, ranking on top pages will always be challenging no matter how good your offers may be.
- Over 99% of all searchers click on one of the links in the first SERP
- Organic search drives over ten times more website traffic than organic social media
Rand Fishkin CEO of Sparktoro comments only serve to underscore the importance of having empathy for your audience and customers.
Great marketers have immense empathy for their audience. They can put themselves in their shoes, live their lives, feel what they feel, go where they go, and respond how they’d respond. That empathy comes out in content that resonates with your audience.
Here are a few things you can do to maximize your efforts:
Simon Ensor, Director and head of SEO at Yellowball says –
First: Focus on searcher intent. This should underpin all of your activities—research, creation and distribution. What is the searcher really trying to achieve and how is your content helping them reach this goal?
- Consider how consumers might search for your offers, create a list of keywords, and use a tool like Ahrefs or Google’s Keyword Planner to assess traffic and competitiveness for each phrase. Phrases with high volume and low to medium competition are the ones you want to focus on. Why? Because they have tremendous traffic potential and will be easier to rank for.
- Adhere to Google’s EAT guidelines
- Don’t just use Google’s Keyword Planner for keyword research as it offers limited insight. Tools like SEMRush Ahrefs or Mangools provide more insight into identifying high-ROI keywords that can deliver high-quality leads to your website.
- Use keywords in the right places
- Keep users on your site longer
- Find “suggest” keywords
- Delete pages with little or no traffic
- Do an industry study
- Add related keywords to your content
- Add text to infographics, podcasts and videos
- Update old pages
- Speed Up Your Website
- Use the Google Search Console
- Create Content Around Shoulder Niches
- Get Backlinks From Your Visual Assets
- Create Branded Keywords
- Add “What is X” Definitions to Blog Content
- Rank In The Featured Snippets
- Find More Guest Post Opportunities
- Improve Your Organic CTR
8. Educate others
According to Jay Baer and Joe Pulizzi, education is a powerful marketing strategy.
Coca-Cola’s former marketing expert Jonathan Mildenhall in an interview with Robert Rose, said:
If I can fill up the emotional level of the brand [Coca-Cola], then I have to trade on it less and less.
Joe Pulizzi, building on that, says –
Isn’t that the key? Yes, at the end of the day, our content needs to help us sell more, lower expenses, or create happier customers.
Our customers know this, and our content marketing strategies are built around achieving these goals. But the more we educate them or entertain them, the more they don’t mind being sold to.
In other words, to influence the world through content, we must establish ourselves as the top educational voices in our respective fields of expertise and experience.
Many businesses struggle to differentiate their message through their marketing and advertising.
The mediums to convey instruction can include a webinar, live streams, in-person meetings, etc.
But how do we teach well?
Who better to learn from than Dr. Richard Leblanc, who earned the Seymous Schulich Award for Teaching Excellence. His top ten requirements include:
- Listen, question, and respond or as Marcus Sheridan puts it, they ask you to answer. Be aware people learn differently, so respect each person and the unique ways they are wired.
- Look alive. The last thing any student wants is to have to listen to a drone. So have some style and create an active learning environment. Being entertaining makes you an effective instructor.
- Make it fun – Having a sense of humor is very important. It’s about being self-deprecating and not taking yourself too seriously. It’s often about making innocuous jokes, mostly at your own expense, so that your desired audience relax are open to learning because you like them, are being honest and human by sharing your faults and shortcomings.
- Go with the flow – A great instructor is flexible and can pivot in a new direction when a lesson isn’t working. In the same way, we should find new ways to present material to make sure that our audience understands the key concepts.
- Create a sense of community and belonging. Mutual respect in a classroom provides a supportive, collaborative environment. Each student is aware that they are an important, integral part of the group. In the same way, we need to let our audience know that they can depend not only on our brand but also on the entire community.
- Enjoy the process. Great instructors and facilitators are passionate about what they share and do in a relevant and meaningful manner to others.
- Keep up in your field. Of course, read scholarly journals, bring real-world experiences and lessons into the discussions.
- Be about mentoring and teamwork. Help people in your industry and let them help you.
- Be devoted. It takes time and effort to nurture and develop talent and abilities in others.
- Be a doer. Be involved in the overarching educational vision of your business. Tune into its leadership, resources, and personnel and use them to your audience’s advantage.
9. Survey, listen and learn
Bernadette Jiwa, the founder of The Right Company and The Story of Telling, says –
“Whoever gets closer to the customer wins.”
In an interview with David Darminian, CEO of Hotjar, he said – Obsessing over your clients is the only way to win. If you don’t care deeply about it, you’ll lose potential customers to someone who does. He said he learned from his early experience before starting Hotjar with two startups that failed because they didn’t clearly understand what the market wanted.
The Hinge Research Institute showed a strong correlation between research and growth/profitability. They found that businesses that conduct systematic research (at least quarterly) grow up to 70% faster and are almost 50% more profitable than firms that don’t.
So market research is necessary because –
- Analytics gives you the ’what,’ but research gives the ‘why.’
- Research beats assumptions, trends, and so-called best practices.
- Research keeps you from planning in a vacuum.
Research embedded within a continuous improvement framework allows you to –
- Get closer to your customers faster.
- Get started quickly efficiently in an agile manner without the cost of big consulting firms
- Gain powerful insights to refine your value proposition and make your solutions competitive
Surveys are a great way to do market research, but it is crucial to ensure that it leads to action, so here are a few tips that will help –
- Involve internal stakeholders who will approve or execute business decisions coming out of the research
- Use publicly available information, information that is proprietary to the client, and interviews/survey data to build a holistic view of the issue
- Use story-telling and data visualization to make presentations memorable and easier to digest
Tips for building better surveys include:
- Define the purpose of the survey
- Make every question count and keep the more personal questions to the end
- Keep it short and simple
- Use direct or closed-ended questions
- Consider including a survey incentive
- Avoid asking double-barreled questions
- Avoid leading and biased questions
- Keep your answer choices balanced
- Speak your respondent’s language and avoid absolutes
- Use response scales whenever possible and use unbalanced response scales with care
- Rephrase yes/no questions if possible
- Take your survey for a test drive before sharing it with your intended audience
10. Re-examine your landing pages
A well-known marketing expert and keynote speaker, Marcus Sheridan found that addressing buyer fears on landing pages can increase conversion rates by 80%.
Other reasons to look at optimizing your landing pages include:
- Conversion Rate Experts generated $1,000,000 million for Moz with a single landing page, an enticing call to action, and a few emails.
- Companies that use well-defined middle-of-the-funnel (MoFu) engagement and lead-management strategy enjoy a 4 to 10 times higher response rate than generic email blasts and outreach.
- Targeting and testing correctly can boost conversions by 300% or more.
- Only half of the landing pages are optimized for mobile devices.
- A 1-sec delay in page loading reduces conversions by 7%
Reexamining your landing pages only makes sense with that kind of potential improvement.
Five key elements are worth examining and will help you create a high converting landing page:
- First, keep your messaging consistent and clear.
- Streamline your layout and design elements.
- Third, hold your site visitors’ attention.
- Fourth, maintain a strong brand identity.
- Create an action-enabled space.
As Unbounce shows, every element of your landing page matters. You can innovate, but don’t leave out anything essential. A landing page template can keep you on track.
Creating well-optimized landing pages doesn’t have to be complicated. However, it does take some effort to ensure the page you’ve created gets the results you want. So, besides streamlining the elements we mentioned above, here are a few landing page optimization tips to boost the performance of your pages.
- Make your offer clear.
- Simplify your landing page design
- Try contrasting colors to make important information stand out
- Keep the critical part above the fold
- Use scarcity techniques
- Keep your call-to-action buttons straightforward
- Repeat your CTA on long pages
- Add contact information
- Try different headlines and copy
- Ensure visual consistency
- Add testimonials to help convert undecided users
- Try different form lengths
- Optimize your landing page for SEO
- Try an exit popup
- Keep A/B testing every element
- Recapture abandoning visitors with exit popups
- Decrease your page load times
Related resources: 15 Great B2B Landing Page Examples That Drive Conversions
Successful marketing strategies examples
11. Stand for something
Marketing is no longer the primary competitive distinction in today’s world. Instead, consumers are increasingly asking that businesses demonstrate how their efforts are having an impact, supporting a cause, and producing benefits other than profit.
Ironically, knowing that a firm cares about issues other than its profit is the impetus that consumers require to purchase more.
Research by FleishmanHillard found that:
- 61% of survey respondents believe it’s important for companies to express their views, whether or not the person agrees with them.
- 66% said they have stopped using the products and services of a company because the company’s response to an issue does not support their personal view.
The takeaway – Align with a cause that matters to you or your brand. Then, make a genuine effort to support the cause and include your clients.
For example, in Brazil, Coca-Cola developed “The Happiness Truck,” a red truck that cruised the streets, handing out free items to everyone who pressed the red button. Then, they made a 30-second YouTube advertisement to raise awareness. After the commercial was a smash, they did it in Armenia and Istanbul.
The “sharing is caring” slogan boosted the brand in international markets.
To take a stance that your customers can embrace it helps to keep the following tips in mind:
- The issue must matter to your customers
- The issue has to be relevant to your industry or niche
- Taking a stance has to entail some sort of risk or chance-taking on behalf of your brand
- Be transparent and authentic
- Actions mean more to your audience than words
12. Leverage social media advertising
We cannot ignore social media marketing (SMM), given that as of October 2021, there were 4.55 billion people active users.
Add to that the fact that:
- 52% of all online brand discovery still happens in public social feeds
- Social ad impressions are up 20%, year over year
Gary Vaynerchuk, CEO of VaynerMedia, says –
“When I hear people debate the ROI of social media? It makes me remember why so many businesses fail. Most businesses are not playing the marathon. They’re playing the sprint. They’re not worried about lifetime value and retention. They’re worried about short-term goals.”
Guy Kawasaki, Chief Evangelist, Canva, says –
“A large social-media presence is important because it’s one of the last ways to conduct cost-effective marketing. Everything else involves buying eyeballs and ears. Social media enables a small business to earn eyeballs and ears.”
While many companies rely on the free and low-cost marketing options provided by social network platforms, advertisements have also been shown to be efficient in driving ROI.
Facebook, unsurprisingly, dominates the field of advertising on social platforms, with almost 93 percent of companies using the platform.
Whether you’re new to social or want to maximize your marketing investment, the following tips will help.
Other tips to complement your paid advertising include:
- Lay out your goals and objectives
- Research and learn about your audience
- Run contests to amp up your strategy
- Craft your content carefully
- Keep the salesy tactics to a minimum
- Take advantage of video content in your strategy
- Create mind-blowing images
- Connect with your audience
- Utilize Pinterest to take your strategy to the next level
- Use the right tools
- Start a Facebook group
- Promotion is key to your entire strategy
- Consider the latest trends and changes
13. Make the most of Google’s local offerings
If you want to gain more consumers – and who isn’t? – you need to be discoverable. Even if you own a physical store, people use search engines to find stores. In other words, search is a digital experience. Your consumers will initially seek you online. Thus it is up to you to ensure that they can find you.
Google is the undisputed leader in search referral. Your Google My Business (GMB) account will assist you in obtaining top results, improving your SEO, and providing access to statistics to help you fine-tune your paid search strategy.
The other thing is that GMB helps build trust with your future customers. A Google My Business profile lends credibility to your company.
After all, trust is a crucial factor in making purchase decisions. The more trust a potential customer feels about the solution and your brand, the more likely they will buy from you.
The following statistics support the need to invest in Google’s local offerings:
- Customers are 70% more likely to visit businesses with a Google My Business listing.
- Another study found that businesses with complete listings on Google are twice as likely to earn trust from customers.
- Credibility gained from Google is enough to sway people to be 38% more likely to visit your store, and 29% more likely to buy something.
- Google My Business reviews help build trust, too. Research by Think With Google finds that 88% of consumers trust online reviews as much as personal recommendations.
Despite over 167 billion searches performed on Google each month, a BrightLocal study showed that the typical Business Profile only averages 1,260 views during that same period (that’s 0.00000075%!). Even worse, only 59 actions are taken from those 1,260 views. So, again, that’s less than 5%.
The problem does not lie with the Google My Business platform; but rather that businesses don’t take full advantage of its impressive features.
Moz, in their State of Local SEO Industry Report, found:
- 75% of marketers agree that elements of Google My Business profiles (categories, reviews, photos, etc.) are local search ranking factors.
- 90% of their survey respondents agree that GMB reviews influence local pack rankings.
Joy Hawkins says –
There are only four elements inside Google My Business that impact ranking. Since the first one is the business name, I’d suggest focusing on the other three: Reviews, the page on your website you link the listing to, and the categories you choose.Soruce
Itamar Blauer says
Once a Google My Business listing is set up and verified, there are still lots of ongoing activities to be done that will help drive sustained results. One of them is reviews.
My best tip for getting reviews from clients is that you request them at the point where the client is most satisfied with your solution. After that, it’s easy to send them a link to fill out, and I’ve managed to get a review every time I have asked a happy client.
Another activity for local SEO is posting on your GMB profile. I tend to do this whenever I release a new blog post, and it definitely helps drive more traffic to my website.
Another vital tip many for local SEO is getting niche-relevant and geographically-specific citations, including the business’s name, address, and phone number. Doing this helps drive targeted traffic to your website and provides positive trust signals to search engines.Source
Here are a few tips to optimize your Google My Business profile and add polish to your business:
- Fill out your whole profile by completing every section of your Google My Business account
- Be meticulous with contact information
- Select primary and secondary categories
- Mark off applicable attributes
- Write a complete “from the business” description
- Publish posts weekly
- Post news, updates, and special offers
- Standout with photos and videos to help your future customers see what your business is about
- Upload new photos weekly
- Add special features and attributes (available for Google business accounts, depending on the category chosen)
- Answer questions
- Encourage customers to leave reviews
- Build trust by responding to reviews and answering questions, too
- Add your products and services
- Set up messaging
- Maintain your Business Profile
- Refine paid, and organic social media reach with insights
14. Prioritize retention
“Retention problems sneak up on you. So you need to actively monitor retention cohorts even when retention is going up and to the right,” says Dan Wolochonok, the former director of growth and analytics at HubSpot.
Improving retention is the single most potent driver of business growth as retention-first brands are 3X more likely to increase market share than those who prioritize acquisition.
Brian Balfour, CEO of Reforge and former VP of Growth at HubSpot, says –
If your retention is poor, then nothing else matters.
Rahul Mirchandani, SVP of product and revenue at Dream11, says –
Growth marketing and retention have moved beyond being buzzwords. Digital brands do need to invest in rapidly scaling their user base, but helping their customers fall in love with your product and building loyalty through non-intrusive and value-adding engagement is a whole different ball game.
Considering that loyal customers will always come back for your solutions/offerings, they’re your best business asset.
- When GrooveHQ increased customer retention by 5%, this led to a 95% increase in profits.
- Marketing Wizdom found that about 20% of customers are lost by an average business annually due to a lack of cordial relationships.
- If you lose a customer, you’ve wasted 7x the resources used in converting them. You shouldn’t allow that to happen to your business.
To help curtail this problem of losing customers, I want to show you the 17 customer retention strategies that work.
- Offer customer service “surprises”
- Set customer expectations
- Build trust through relationships
- Use gamification to reward loyal customers
- Use automation to re-engage customers
- Improve KPIs around customer service
- Keep customers informed
- Leverage customer feedback surveys
- Develop a frequent communication calendar
- Overdeliver on your promise
- Measure customer lifetime value
- Learn from customer complaints
- Train your customers with educational emails
- Use live webinars to educate and inspire customers
- Consistently add valuable content to your funnel
- Create a community and customer advocacy program
- Personalize your communications
- Address customer’s complaints on time
- Use unbiased customer reviews and testimonials
15. Woo your audience
Our fast-paced, digitally-driven culture is making humanity the new premium. Internet ease and rapid pleasure make the human touch increasingly scarce and desirable.
Businesses, therefore, cannot afford to remain faceless organizations but rather must interact with audiences on a deeper level than ever before if they are to thrive. This is where brand storytelling can help.
A few experts have this to say:
To make our communications more effective, we need to shift our thinking from “What information do I need to convey?” to “What questions do I want my audience to ask?”Chip Heath author of Made to Stick
The audience does not need to tune themselves to you—you need to tune your message to them. Skilled presenting requires you to understand their hearts and minds and create a message to resonate with what’s already there.Nancy Duarte author of Resonate
And the best preparation for writing any story is to know with clarity what your protagonists’ worldview is, and more to the point, where and why it’s off base. Thus you have a clear view of the world as your protagonist sees it and insight into how she interprets and reacts to everything that happens to her. It’s what allows you to construct a plot that forces her to reevaluate what she was so damn sure was true when the story began. That is what your story is really about, and what readers stay up long past their bedtime to find out.Lisa Cron author of Wired for Story
Storytelling is the most ancient and potent educational technique. We are genetically programmed to enjoy and respond to tales. A memorable brand narrative is just what people need to feel connected to your company, have a lasting favorable image of who you are and what you stand for, and become loyal customers.
Why tell stories?
Because it helps in at least three ways:
1. To stand out and be unforgettable.
Stories solidify abstract concepts and simplify complex messages. Every day, tens of millions of pieces of content are generated and shared.
It’s not enough to have a good product or service; you need to know how to market it.
Wrap your message in a tale that transports, explains, and inspires. Your brand’s history, difficulties, triumphs, and value propositions are unique to YOU.
Storytelling is up to 22 times more memorable than facts and can boost brand favorability in the eyes of your audience.
What do you want remembered for? What do you want your audience to remember about you? Consider the feeling you want your brand to inspire in your audience. Your audience may forget what you say, but they will never forget how you made them feel.
2. They bring people together to build a tribe
Consider what your viewers genuinely need from you while designing your messaging (in addition to a product or service).
Consider Apple. Their audience needed to know that it was alright (and even encouraged) to be courageous, bold, and think differently than the herd. Tesla’s consumers must believe it pays to support the environment and renewable energy.
Storytelling helps a brand become more than just a product or service.
Consciously consider what you can give your audience in terms of emotions, values, What do you want people to feel after interacting with you? What do you provide them every time they interact with your content? So, what does your brand represent to them?
3 . Be profitable and human
Stories inspire and motivate. A brand narrative can do much more than link you with your ideal audience, get you seen among your competitors’ messaging cacophony, and generate revenues; it can also have a significant influence.
Your brand’s mission is important as is the need for brands to act per their principles (today, only 10% of firms accomplish this), and customers prefer brands that feel more human. It is no accident that the top ten most empathetic organizations in the Global Empathy Index are also among the world’s most profitable and fast-growing.
So how can you use business storytelling to woo your audience? Here are a few actionable tips
- Practice choosing the right story at the right time. Keep track of the stories you hear. Build a story library so you have an archive of great stories to choose from.
- Practice hooking your audience’s attention. Think of a story you tell often. How does it start? Improve your hook by including contrast, conflict, or contradiction. Then practice telling it. Note how your listeners respond.
- Practice writing stories quickly. Write the beginning of each story first, then end, then middle. Or, practice with your career story, your LinkedIn profile, or your next SMM post.
- Practice using 3 basic business storylines – Origins, Underdogs, and Overcoming Monsters. practice categorizing the stories you hear. Learn to listen for these three types of plots or reshape your stories so the structure is more solid using these storylines.
- Practice finding metaphors for complex information. Make a list of everything that comes up frequently, but that you struggle to explain. Now think of simple, everyday metaphors that could help your audience gain a better understanding. Common categories for metaphors include sports, food, health or money.
- Practice analyzing your audience’s perspective. Consider the important messaging you have to send out in your day or week. Practice preparing for them by asking questions to understand their worldview. That’s when you start thinking like someone who’s trying to absorb the information, process it, and act on it.
- Practice testing your tone. Pick a topic you have to talk about a lot in your job. Then find someone who can offer you feedback—someone who shares your audience’s interests in the issue. Observe their reactions to your tone of speech.
- Plunge your reader into the action
- Keep the pace
- Create suspense
- Ground the audience in the relevant context
- Show, don’t tell
- Make a client your story’s hero
- Bring yourself into your story
16. Explore partnership opportunities
Among the best strategies used by companies to drive are partnerships.
A report from IDG Research and Partnerize shows that:
- Partnerships could help marketers meet the dual goals of generating brand awareness amongst new customers and driving sales conversion.
- Businesses said they were most likely to invest in partnership because it was a cost-effective means of driving brand reach (32.0%) or because it offered a valuable method of acquiring new customers (30.0%).
- 14% noted that partnerships delivered a higher return on investment than competing digital channels
- 12% also noted that partnerships were an effective mechanism for increasing average order value.
Experts like David Jay, founder of Warm Welcome, says –
I think business is built on trust, and trust is built through relationships.
Brett McGrath From The Juice says –
Reach out to people and do it in a way that is authentic and natural in building partnerships.
The main types of marketing partnerships include:
- Affiliate marketing
- Channel partner marketing
- Strategic alliances (strategic partnership marketing)
- Nonprofit partnership marketing
- Brand ambassador programs
- Influencer marketing
Five crucial steps to build your partnership strategy are:
- Select the right partners for your brand
- Set measurable goals for the partnership (and how you’ll track them)
- Reward your partners for authentic and natural way keeping them motivated
- Establish how you’ll support partners throughout the process
- Use partner management software (PRM) to manage the programs
If you’re planning on seeking partnerships, here’s how the experts suggest we approach this arrangement.
- Link Offerings To Enhance Both Brands
- Seek Partners To Help Deliver Turnkey Solutions
- Get Aligned On Goals
- Look For Partners With Audiences In A Parallel Cluster
- Take Advantage Of Your Collective Data
- Focus On The Purpose Of The Partnership
- Be Transparent And Play To Your Strengths
- Provide Something Valuable For Your Target Audience
- Engage The Right Technology Platform
- Identify Cross-Promotion Opportunities
- Ensure A Mutual Benefit
- Know The Different Strengths You Bring To The Table
- Maintain Clear And Concise Communication
- Seek A Long-Term Partnership
17. Enable your audience to get to know, like, and trust You
The power of webinar marketing is that the format allows you to provide more value than many other marketing-related strategies.
While hosting a webinar may appear to be an old method of gaining clients, they are still as popular as they were years ago since many individuals who host a webinar also turn on their video cameras. Video, as we know, is a lot more engaging and personal than other forms of communication apart from being in person.
Amy Porterfield, for example, relies heavily on this format to expand her consumer base. She claims that webinars assist her audience in getting to know, like, and trust her.
In a webinar, you offer before asking for anything in return. You’re there to serve, to educate, and to provide value for 30–40 minutes. You’re assisting individuals in making a mind shift and or heart shift, making a choice, or understanding something new so that they leave feeling enthusiastic, inspired, and motivated to take action, regardless of whether they buy from you or not.
Hosting a webinar usually involve the following:
- Delivery of information, usually in the form of direct instruction, demonstration, or discussion
- Multimedia content that supports the lecture or discussion
- Interactive opportunities for engagement with the audience
If you perform these three things correctly, your company will soon be flooded with high-value leads and prospects. In fact,
- 73 percent of B2B marketers feel that a webinar is are second only to live events in producing high-quality leads
- According to some firms, up to 40% of their webinar audience consists of qualified prospects.
- 56% of webinar attendees take direct action towards conversion.
These statistics make sense given that a webinar is designed for people who are more than just interested in a topic. So the possibilities of your webinar registrants becoming paying clients are better from the start.
There are many ways to promote your webinar before, during, and after the events. To give your ideas some context, it is best to have a framework whereby you can make data-driven decisions. Check out the 3×3 framework and how it can help here.
No matter what marketing channels you choose, there are some fundamentals you need to abide by. These include:
- Make a plan for each channel
- Nail your audience targeting
- Be consistent in your promotions
- Consider what you can A/B test
- Set goals for each channel you plan on using
- Review performance
Here are several tips to take your webinar from good to great:
- Interact with your audience through promotions before the webinar.
- Create an eye-popping slide deck
- Highlight what you want people to look at on the slides
- Show a slide while you’re taking questions
- Let people know when you’re going to be silent
- Dedicate a hashtag to your webinar
- Seek one or more thought leaders or experts to present
- Meet with all the speakers beforehand
- Leverage speaker and company social profiles in your promotions
- Have at least one host or moderator
- Leverage different types of media in your webinar
- Consider other audience engagement strategies
- Perform thorough audio and video checks
- Take time zones into consideration when scheduling your event
- Host your webinar in a quiet, non-distracting workspace
- Rehearse before going live
- Allow time for questions from the audience
- Have someone else ask you questions
- Have a spotter to let you know if something goes wrong from an audience point of view
- Have a Plan B
18. Promote a free consultation
There are two factors in making a purchase: trust and money. The easiest way to sell is with high trust and a low price.
It’s simple to close a free deal, and doing well in that sale may help develop trust. This is something that successful people have to realize.
Anne Morrow Lindeberg, Author, and Aviator said –
To give without any reward, or any notice, has a special quality of its own.
Ben Cohen, Co-Founder Ben & Jerry’s says –
There is a spiritual aspect to our lives — when we give, we receive — when a business does something good for somebody, that somebody feels good about them!
Customers, ironically, do not consider anything free to be of little value.
Customers, according to MIT research, believe the contrary. It is considered that if you put in the effort to create something to give it away, it must be worthwhile.
A free consultation is a simple approach to show your target market that you are worth considering as an option at the very least. Your customer’s sole investment is his or her time. If you focus on the value you provide to them, 96 percent of purchasers believe a meeting is worthwhile.
But how do we get the word about a free consult out to the desired audience?
Here are a few promotion strategies to try
- Provide a visible link on your website’s homepage
- Develop a memorable web address
- Use traditional media outlets
- Leverage direct marketing
- Tap into your network to leverage word-of-mouth marketing
- Promote across various online channels
- Use available signage opportunities
Now let’s take a look at a few tips to raise the chances of your leads becoming paying customers:
- Do not make the consult a sales pitch
- Establish the monetary value of the session to your leads upfront
- Gain a good picture of their issues and pain spots before the call via a questionairre
- Ensure they understand the reason for the call
- Ensure the consultation resolves an issue or provides a fresh viewpoint.
- Set a time limit for the session
- Inquire whether they thought the session provided them with any actionable measures to take. This provides you with a testimonial that you can proudly display.
- Provide a no obligation or pressure offer to work with you again only when you’ve determined that they found value in what you had to provide.
19. Write for others
There has been much conjecture about the demise of guest blogging over the years, yet the approach remains one of the most successful methods to promote yourself and your brand.
Tommy Walker has this to say about guest blogging –
On TV, an actor might guest star for one or two episodes, but over the course of 100 or 200 episodes, one or two performances won’t make a considerable difference…
With [guest posting], you should try your hardest to write something where people demand you return for more.
But if that doesn’t happen, the next best thing you can do after your post has gone live is to leverage the experience for repeat post opportunities and expand your network.
Guest blogging isn’t easy given the challenges you encounter, as the infographic below indicates.
Benefits to your brand include:
- Becoming a trusted resource
- Organic advertising
- Building authority
- Building a network of links
- Traffic increase to your site
- Quality consumers
- Bring in new audiences
- Returning audience growth
- Long term collaboration with host sites
- Networking with potential clients and partners
- Increases your organic footprint on social platforms
- Enhances your reputation and portfolio of work
- Expands your subscriber base
So let’s look at some tips for leveling up your guest posting efforts.
- Understand your value
- Know your goals
- Find sites to contribute to
- Form a connection with the site owner
- Be polite when making your ask
- Don’t be afraid to ask.
- Write quality content.
- Be persistent.
- Add value.
- Have a good-looking blog.
- Serve before asking to be served.
- Choose a winning topic
- Make your pitch
- Write great content
- Work that bio
- Be responsive
- Promote your content
- Guest blog more often
- Track your journey
20 . Invest in original research
Have you noticed that data is used almost everywhere?
It’s on billboards, on the radio, and in print.
Because data validates your content.
SurveyMonkey was so sure that people liked data-driven content that it ran a study to prove it. SurveyMonkey Audience questioned over 1,000 individuals in the US about how data affects their perceptions of what they read.
Eighty-two percent of respondents said they favor data-driven content over opinion-driven content.
According to another study, 61% of marketers doing original research say it meets most or all expectations.
Andy Crestodina, Co-Founder and Chief Marketing Officer at Orbit Media Solution says –
If you can find the missing data in your industry, you are filling in a blank for that industry and ultimately furthering the industry with your research.
If you make a case without supporting it with data, sadly, it will just be a case of unsupported marketing claims.
Michele Linn, Co-Founder, and Head of Strategy at Mantis Research says –
In the content marketing space, it is often hard to find something new and meaningful to talk about. If you do research well, you can say something new and meaningful and start a conversation with an audience and customers. Often research is the best way to do that.
The following are proven tips to incorporate research into your content successfully and overall strategy include:
- Define the focus and goal for your research
- Measure meaningful metrics
- Calculate the statistically sound sample size
- Choose the proper distribution channels
- Incorporate an incentive for participation
- Test your research strategy before launching
- Write story-worthy survey questions
- Use survey technology to inject rigor into your data
- Use social media and partnerships to find respondents
- Collaborate with others
- Include demographic details in your methodology
- Produce additional content from your research
21 . Leverage the power of HARO
Another strategy is responding to queries from journalists on platforms like Help A Reporter Out (HARO), as they are constantly looking for experts in a range of fields.
…by far the best marketing activity we’ve done this year”—more so than even guest blogging and fixing broken links. We’ve come up with a methodology to pick the best and most relevant queries, send timely answers to them and, in the vast majority of cases, we’ve gotten backlinks from high authority websites. That list includes outlets such as American Express, Forbes, CMSWire, and Inc.com.Source
Alexandra Zamolo, head of content marketing at communications platform Beekeeper says the best part is –
It’s absolutely free. All it takes is a little bit of your time to craft a few well-written quotes every day that apply to your industry. How cool is that?
A tool like JustReachOut can help and they recommend the following tips to make the most of this strategy:
- Make sure you only target relevant journalists whose interests and beats are related to what your company does.
- Don’t just pitch journalists out of the blue. Try to build a relationship first by starting conversations on topics that interest them. This means you should start your PR outreach process before your company officially launches.
- Create compelling visual assets to use in your pitch so journalists can instantly understand what your company does. Journalists may also see more potential in your story knowing you have quality visuals they can include their article.
- Before pitching journalists, find ones who are actively requesting stories related to your company first. It is much easier to land a feature from a journalist who’s already working on a story relevant to what you do.
- Start off pitching local publications first. They are much easier to break into and give you credibility to move up into broader reach publications.
- Don’t just pitch what your company does, find a compelling angle that’s related to it since many more journalists cover bigger issues and phenomena, not write about the work of one single company.
22 . Host or join podcasts
A digital marketing strategy that has been getting traction of late is that of podcasting or guest podcasting.
Yifat Cohen, host of I’m That Geek podcast says –
The real value is the conversations and relationships built from your podcast.
According to Miranda Katz, Author at Wired
People are really listening and want to consume all of the content that is there and available. There’s a level of dedication that comes from podcast listeners that you don’t otherwise find. And now the numbers prove it. Podcasts aren’t a bubble, they’re a boom — and that boom is only getting louder.
- According to Buzzsprout 62% of Americans have listened to audio in a car using their cell phone, and 18% of people ages 18+ own a vehicle with a smart entertainment system, making it simple to fit podcast listening into daily routines.
- According to Edison Research, 28 percent (80 million) listen to podcasts weekly. However, in the last month, 41% (116 million) of people listened to a podcast.
- Podcasts are a preferred format in part due to their ease of use and access. The sector expanded in tandem with the introduction of smartphones, smart speakers (Amazon Alexa, Google Home, and so on), and in-dash entertainment systems.
- The pandemic also boosted smart speaker ownership, which surged by more than 22% as more individuals worked from home.
The secret is to create or be featured on podcasts with a passionate following in your field so that the audience’s interest aligns with your own.
This works effectively when the podcaster has a following who trusts them fully and will consider your interview as a recommendation that they want to check out on their own.
A tip from Steve Lubetkin, Journalist, Podcast Producer, and Author, puts this perspective –
Your podcast content should not be about you, but about solving your prospects’ problems.
Podcasting works well simply because of the engagement factor. No other strategy offers such levels of engagement. A person is more likely to listen to an hour-long podcast than watch an hour-long video or webinar.
Benefits also include
- Access to a highly engaged audience.
- Easier than guest blogging.
- Allows for real personal connections.
- Cross-amplification opportunities on steroids.
- The basis for free long-form blog posts.
- Increased dwell time.
- New trust badges and bragging rights.
- Online reviews.
- Increase your leads and sales
According to Daniel J. Lewis’ Podcast Industry Insights, just 22% of shows on Apple Podcasts have published an episode in the past 90 days. That means about 80% of the shows in Apple Podcasts are inactive. In other words, there is a huge opportunity for those who wish to commit to podcasting.
Andrew Alleman founder of PodcastGuests.com says –
There are different takeaways depending on the role you play.
If you are a podcaster or have thought about starting one, the takeaway is that the podcast space is not overcrowded. There are very few podcasts compared to blogs, YouTube channels, and most other media channels.
If you are a guest on podcasts, it means there’s lots of competition for guest spots. There’s an imbalance between how many people want to get on shows and how many shows there are.
Tips for hosting a successful podcast include:
- Invest in decent equipment
- Choose the right theme
- Produce quality podcasts
- Find the balance between listener desires and business objectives
- Make your podcast SEO-friendly
- Get great guests – and be a great guest
- Be consistent with production
Andrew Alleman founder of PodcastGuests.com suggest that to join podcasts as a guest we need to:
- Niche down or narrow our audience
- Customize our pitches
- Enhance our profiles on directories like PodcastGuests
Podcast host Jay Acunzo shares fantastic advice about how to get booked on podcasts based on his unique perspective as someone who’s been on both sides of a guest pitch
1) Podcasters want to book someone with a point of view. Everyone pitching a host is “successful.” Not everyone is INTERESTING. Develop your ideas + stories publicly. Build a platform (of ideas, of audience). That is the real work. Guest appearances become the byproduct.
2) Don’t pitch yourself. Pitch how you’d help the podcaster explore something their show has missed so far.
Forget your topics + bio. How do you advance THEIR cause?
Every pitch is generic: successful person succeeded! Instead, LISTEN to the show, then try this…
– Identify their premise/angle across the show
– Pitch an idea or story they haven’t told yet, or much, or recently
– Frame it as you helping them further their exploration.
– NOT topics or categories. 1-2 SPECIFIC ideas, in a few sentences.
It might sound like this…
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Also, HUGE bonus points if they have ideas for other guests, too. (Remember: Your value to a show isn’t just your appearance/ideas. It’s also your network, both for sharing the ep but also finding other amazing guests.)
3) Prep can make or break an interview, but most hosts lack the time. Even if they do, you can assist AND help ensure YOU deliver better answers by creating…
The Interviewer’s Friendly Little Guide to [X]
Jay has one for his book here
23. Use affiliate marketing
When a company or individual generates revenue by promoting a third-party’s products they are participating in affiliate marketing. In other words, affiliates are like salespeople for the businesses who remunerate them via commissions. When someone buys through an affiliate’s link, the affiliate gets paid.
It sounds easy but as well known marketer Pat Flynn puts it –
Affiliate marketing is not a ‘push-button’ solution. It takes focus and commitment, and a certain choreography to make it happen the way you want it to.
Affiliate marketing is a very effective performance-based marketing strategy for SaaS, subscription-based products, and product reviews. It is a risk-free technique to enhance traffic, brand visibility, and revenue for many businesses.
The statistics below are indicative of the power and potential of affiliate marketing.
- 94% of publishers are using multiple affiliate marketing networks.
- More than 80 % of brands have affiliate programs.
- 50% of affiliate traffic comes from mobile devices
- Over 65% of affiliate marketers connect with their customers on social media.
To be successful Daniel Harmon says –
The main things you want to tap into are relevancy, relatability, and emotion.
To set up an affiliate program for your business you need to:
- Determine your goals
- Check out your competition
- Identify your commission structure
- Choose your network
- Find affiliates for your program by considering:
- Do they already have a platform with quality content?
- How much traffic does the platform bring in?
- Do they rank well for search terms related to your products?
- Does their brand align with your brand values?
- Do they have an engaged following online?
- Do they come across as being authentic in engaging with their audience?
- Are they good storytellers who can pull future customers in and persuade them to consider your solution?
Powerful marketing strategies require innovation
Whether you’re creating a new marketing strategy or upgrading an existing one, it’s critical to examine new approaches.
While your marketing approach may be excellent, depending on tried-and-true tactics from the past may not be sufficient. As time passes, outdated approaches lose their competitive edge and become commonplace. As my conversation with Brady highlights, new strategies like insights from blockchain marketing can help drive growth for your business, expand brand influence and sales.
If you’re looking for powerful strategies, there are three things you should know:
- “What” the best strategies are
- “How” these strategies work best for your business
- Build a culture of data-driven innovation
Need help creating a strategy document? Get a marketing strategy template here.
What strategies have you found useful? Let us know in the comments below.