Types of Marketing Strategies

50 Types of Marketing Strategies for Promoting a Business

Marketing teams use a wide variety of strategies to reach their target audiences. Within many of their campaigns, they might use traditional marketing, digital marketing or a combination of both. Understanding the different methods of marketing can help you create effective strategies for your employer.

In this article, we explain what marketing strategies are and share a list of 50 different types of marketing strategies you can use to benefit and promote your employer's brand.

What are marketing strategies?

Marketing strategies are the techniques you use to reach your target audiences. They can use a variety of formats, including traditional forms like radio, print and TV campaigns and digital techniques like pay-per-click advertisements, search engine optimization, website content and social media posts. Often, when brands plan their marketing strategies, they group them into a larger campaign. This helps create content that fits within a central theme or purpose.

50 types of marketing strategies

Here are 50 different marketing strategies you can consider trying:

3. Referrals

Referrals based on customers' experiences can also be effective ways to advertise your brand. Businesses might ask for referrals and offer a reward for new customers that their current customers introduce to the brand. You might try to build a following to improve the success of this approach.

4. Testimonials

A testimonial is a statement or video in which a user gives positive feed back about your business and provides details about your brand and products. In testimonials, customers typically explain the impact and value your product adds to their daily lives. You can post testimonials on your website, on social media and in emails to reach more people effectively.

Related: How To Make a Testimonial Video (With Helpful Tips)

6. Affiliate marketing

Affiliate marketing is when you compensate an influencer for their brand endorsements on a digital platform. Unlike referrals and testimonials, you pay the influencer a portion of the sales generated from their endorsements. For instance, you might pay a podcast host for each time they promote your brand on their show.

7. Automation

Marketing automation distributes content to your target audience according to their interests and the websites they visit through software platforms and technologies. Different marketing software platforms can automate content distribution processes, increasing outflow and reach. Ensure you target the correct recipients with automated content and update information for customers and leads regularly.

8. Crowdsourcing

Crowdsourcing involves brainstorming new concepts with loyal customers to produce content that appeals to your target audience. The group of customers works toward a common goal, with contributors offering their expertise, time and ideas to the project. For example, you can have callers on your podcast or a guest from a webinar provide their opinion on additional content that you can use in future marketing campaigns.

9. Engagement

Engagement refers to conversations your brand has with your target audience through phone calls, live chats or text messages. This can allow you to cultivate long-lasting relationships with customers and possibly entice them to make more purchases. During these exchanges, you can address brand issues, answer questions or gather research information. A member of a company's marketing department typically interacts with leads on social media, blogs or results from surveys on your website.

17. Public relations

Public relations involves contacting reporters and inviting them to write about your organization for positive coverage and third-party credibility. This can help you maintain or enhance your brand's image as part of your promotional strategy. You might launch new products or reposition existing ones to create interest or to influence specific groups through marketing efforts with the public.

1. Blogging

Writing blogs that pertain to your target audience's interests is an excellent way to draw more people to your website. Blogging improves search engine optimization (SEO) and brand trust too. Consider starting a blog that covers major topics that relate to the company or the location of the company's headquarters. Blogs contain multiple forms of media that allow your brand to interact with your target audience and solicit customers to perform your call-to-action. Using audience recommendations, you can add audio or video to blogs with written content to get readers invested in your message. You might also add infographics to share statistics and other related data that complement your blog's topic.

2. Case studies

Case studies are digital documents that show the work you have done for other brands or customers. They help customers visualize what a company can offer. These documents show an in-depth analysis of the company's products, values, services and mission A case study describes a user's experience with your product and the problems it's solved for them. Users explain the issues or needs addressed and the results of the study for customers to learn more about products or brands. Video is a commonly used media channel for this since you can incorporate visuals and text to explain stories thoroughly.

3. E-books

E-books are free downloadable documents that marketing teams use to convert leads. In exchange for a consumer's contact information, they can get a free e-book filled with useful information. E-books typically include long-form copy and focus on one topic.

4. SEO

Search engine optimization (SEO) uses targeted keywords to determine the content that ranks the highest in search engine results. You can create menus for product, landing and topic collection pages and submit a sitemap to search engines to index your website. This procedure aids the customer in locating your company and allows them to learn how your product may appeal to them. Search engine optimization (SEO) is when brands optimize their websites in order to rank higher on search engine results pages (SERPs). Through organic search, you can reach more people and influence them to visit your website. Brands can appeal to SEO by using specific practices and keywords.

5. Pay-per-click advertising

Pay-per-click (PPC) is a way to advertise by paying search engines for each user that clicks on your advertise. Every time someone clicks on your advertise, the company pays a fee. PPC monitors the performance of ads to ensure they reach your target audience. Ads can appear at the top of search engine results pages depending on how high the keywords rank, so consider employing different tactics to improve your search results and solicit purchases from leads. Most marketers use PPC advertising to reach more people via search engines.

6. Word-of-mouth advertising

Although brands may not have a lot of control over this form of marketing, word-of-mouth is a great way to get more people to try out a company. Word-of-mouth marketing describes a strategy where customers tell other people about a company's services or products. You can influence people to say good things about a brand by providing excellent customer service. One of the greatest benefits of WOMM is that it's essentially a method of free advertisement.

Related: Word-of-Mouth Marketing: What It Is and How To Use It

8. Influencers

An influencer is someone who shares their thoughts on a product or service with their audience. Celebrities or people with a large online audience that aligns with your target audience can be powerful influencers. Consider making influencers the focal point of your marketing efforts on Social Media. This form of marketing has been successful since many users trust the opinion of the influencers they admire.

7. Viral videos

Creating content such as videos that go viral can create a lot of interest in a brand. Marketing teams look at emerging trends to capitalize on this method. To create these videos, marketers use social media platforms to release short videos to gain consumer attention.

9. Print advertising

This is a traditional form of advertising. Printing on things like T-Shirts, Cap and Pen etc. Marketers share ads and sponsored articles in newspapers, magazines and other printed materials. Then, they share these materials and encourage retailers to sell them or people to share them with others.

10. Television commercials

Creating commercials is still a popular method many brands use. They can target their audiences based on the TV programs they sponsor. Some companies buy advertising segments during peak times of television or during popular televised events.

Related: 9 Types of Video Advertisements To Promote Products

12. Live Streaming

Livestreams allow you to communicate with your brand's customers live. A livestream may record others sharing industry related information that you post on your website and social media for the public to view. You might use livestreams for product introductions, interviews or customer support. This can help reach consumers that match the company's target demographic.

13. Guerilla marketing

Guerilla marketing is when marketers advertise products in innovative ways. You may see this with pop-up events, free samples and other in-the-moment marketing. Marketers may use this technique by visiting colleges, schools and stores to reach more consumers.

14. Email marketing

Email is an important technique for asking your subscribers to follow Email marketing is a useful way to nurture your leads. Many brands offer newsletters to share interesting content with their email list. They also use drip campaigns, which send emails based on a user's actions. For example, you can create urgency by sharing limited offers through email newsletters. Consider putting each recipient's name in the subject line to personalize the email message, which may help improve open and click-through rates.

15. Events

Brands host sponsored events to create more interest in what they have to offer. These events may include seminars, lectures, parties, galas or charity events. They may even give some of their products out as party favors. An event is a live interaction between your brand and the target audience in a physical or virtual environment. Events give potential customers exposure to your business by having them use your product in an open forum. This can occur in person or through digital means via a conference or webinar with the purpose of interacting with the target audience.

16. Landing pages

Landing pages are websites that are separate from the rest of your website's navigation. Brands use them to pursue a specific action and capture user data. This page is the first element of a company website that an individual sees after clicking the link to the landing page from another source.

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17. Catalogs

By regularly sending out catalogs to customers, brands can remind them of their products and services. Catalogs are especially helpful for retailers that release new merchandise periodically. This can help encourage consumers to continue to purchase from the company.

18. Cold calling

This is when a salesperson directly calls a consumer. The goal is to encourage the person on the phone to make a purchase or inquire about the brand. The marketers who make these calls typically follow a script to ensure more sales.

Related: FAQ: Does Cold Calling Work? (With Definition and Benefits)

19. Direct mail

Brands can target certain demographics with direct mail. They often use direct mail to send out company announcements, coupons or promotions. Companies may send mail to random residential addresses or may prompt consumers to sign up for these marketing materials.

20. Social media marketing

Social media platforms offer a variety of ways for brands to advertise. This can include directly interacting with consumers. Companies may also comment on relevant trends on these applications to reach more consumers.

18. Social media Social media is one way to communicate and share information related to your industry or promote content that engages readers. Monitor comments, likes and shares to identify consumer behavior and engagement with the brand. Consider actively engaging in social media to speak with leads, join industry conversations and share new insights that may be valuable to the public.

21. B2B marketing

Business-to-business (B2B) marketing is when brands market to one another. B2B marketing is based on needs, efficiency and brand relationships. Since B2B marketing offers a more unique relationship between the parties involved than traditional marketing, companies are more strategic to ensure they can negotiate sales.

Related: 5 Ways To Increase Your B2B Sales Effectiveness

22. B2C marketing

Business-to-consumer (B2C) marketing plays upon a consumer's needs and emotions. Brands use this form of marketing to show how their products and services can improve your life. B2C marketing strategies use a consumer's desire to make quick and convenient purchases to the company's advantage and increase sales.

23. Free samples

Handing out free samples is a way brands motivate people to try their products. This is especially helpful when launching a new product that people haven't heard of yet. When using this strategy, companies may visit shopping centers and events to reach more consumers to offer samples.

24. Annual sales

When people can count on a brand to have a sale each year, they may see this as an exciting event. This is a useful way to boost sales at a certain time of year. When using this strategy, it's helpful for companies to advertise the sale in advance to build excitement about the sale.

25. Cultivating brand loyalty

Brand loyalty describes a consumer's desire to continue supporting a company. Brands use a variety of tactics to build brand loyalty. They often look to serve the needs of a niche audience, finding ways to cater to their values.

Related: What Is Brand Loyalty? (Plus Tips To Increase It)

26. Multichannel marketing

Multichannel marketing is when brands use a variety of platforms to reach consumers. Often, these platforms make up a larger marketing campaign. Multichannel marketing allows companies to learn more about their consumers and test the most effective ways to reach them.

27. Niche marketing

Niche marketing is when you find a very specific corner of the market and cater to them. Rather than creating ads that appeal to a wide variety of people, only a small group of people may understand what you are talking about. This helps companies create a strong sense of brand loyalty.

28. Tradeshow attendance

Setting up a booth at trade shows is a good way to reach company clients in person. Brands send out a representative or salesperson who is highly knowledgeable about what they offer. This is common for small businesses and conventions for specific niches.

29. Press conferences

You may see large companies set up press conferences to discuss their new products with the media. The press can give them free publicity by writing about the event. This tactic is popular for large companies that are releasing highly anticipated or new products.

30. Press releases

This strategy is similar to a press conference but is print news instead of live and the company releases the document itself instead of news organizations. Press releases are when brands write up a brief article about their latest offerings. Often, publishers share these press releases with their readers. Companies may send a press release out to their mailing list.

31. Philanthropy

Some brands tie philanthropy into their business model. For example, they may use a one-for-one business approach, meaning for every purchase a customer makes, the brand donates the equivalent to a nonprofit. Brands may also pledge to donate a certain percentage of all of their sales to a charity.

32. Seasonal marketing

Many brands base their marketing campaigns on the seasons. For instance, many retailers have Black Friday deals or holiday sales. Seasonal marketing allows companies to focus their advertisements and products on holidays.

33. Scarcity marketing

Scarcity marketing is when brands encourage consumers to believe their products are limited. This gives people the urgency to buy the product as soon as they can. This can also help companies justify higher prices for an item.

34. Transactional marketing

Coupons, promotions and discount codes all are forms of transactional marketing. These tactics help increase sales by lowering the prices of products temporarily. This can generate a sense of urgency for consumers, encouraging them to make a purchase.

35. Relationship building

Focusing on building positive relationships can encourage people to become long-term customers. Brands do this by providing excellent customer service and support. Building customer relationships can also encourage those consumers to recommend the company to others.

36. Social advocacy

As more people base their buying decisions on their values, more brands have become vocal about the causes they support. They may even decide to support these causes financially for a set period of time. Many companies create marketing materials based on social awareness months or anniversaries.

Related: What Is Advocacy Marketing? (With Examples and Benefits)

37. Content curation

Content curation allows you to gather information using external sources to create and share content with your target audience through email, social media and websites. It's common for brands to curate content related to one subject, such as the impact of social media. Use credible sources and show where you found your information by linking back to the original source.

. Content syndication

Content syndication is permitting other companies and organizations to use your content for their benefit by republishing the same piece of content on different sites. The websites that feature your content mention you and link back to the original content to generate leads. The purpose of content syndication is to reach more people through a third party that directs traffic back to your site.

38. Business partnerships

Businesses may partner together to advertise both of their offerings. For instance, you may see movie trailers that focus on a specific product. This can help build brand awareness for each company.

39. Sponsorship

Many businesses sponsor events to show that their brand supports a special cause. Likewise, it's a way to build brand awareness. They often get the chance to put their logo on any event marketing materials, webpages, T-shirts or signage. Sponsorships often involve paying others to represent themselves at an event you're hosting. You can sponsor events to complete certain objectives financially or offer resources. Sponsors can promote their products at your event and discuss their partnership with your organization.

40. Rewards programs

By rewarding customers for shopping at your employer's store, you can get them to come back and spend more. Many brands create rewards programs where customers can earn points and redeem them on future purchases. This can also help build brand loyalty.

41. Storefront design

Visually pleasing storefront designs can get brands more foot traffic. Many retailers also hang up promotional signs to get people to come in. Some brands may consider creating unique storefronts and displaying their products in store windows to attract consumers.

42. Competitions task

Competitions are a great way to get people to do your marketing for you. Many brands require people to post sponsored content to enter. For instance, many brands ask participants to tag their friends to enter. They may also require them to share a post on social media.

43. Enter to win campaigns

Enter to win campaigns are a specific type of competition strategy that encourages consumers to complete an application form for a chance to win a product or prize. Enter to win campaigns are a great way for brands to convert leads. This strategy can help gain attention from consumers.

44. Thought leadership

Brands that establish thought leadership in their industry garner an expert appeal. Customers can trust brands that know what they're talking about and share good advice. One way to use this strategy is by producing indepth educational content.

Related: How To Create a Thought Leadership Marketing Strategy in 5 Steps

45. Pop-up shops

Pop-up shops are when brands set up a temporary store to sell a limited batch of their merchandise. People may feel inclined to buy since this is a one-time event. This type of marketing strategy is common for specific conventions and other events.

46. Surveys and feed back

Customer surveys are one way brands can get feed back for improve services. They use the responses they receive to make changes to their business practices. This can help companies improve their customer service practices.

47. Rebates

Rebates are when customers can send in a form to get money back on a purchase. This can help encourage consumers to make a purchase so they receive a good deal. This strategy can help companies sell more of a specific product.

48. Customer databases

Marketing teams can learn a lot about their customers by looking at their databases. They then use this data to influence their campaigns. Consumer databases often include demographic information, social media patterns and consumer purchase history.

49. Personalization

Give customers the option to personalize their products. Many people enjoy being able to create one of a kind products for themselves.

50. Packaging

Eye-catching packing is an important part of motivating a consumer to select a product in a store. Brands use a combination of beautiful graphics and compelling copy to reach more customers. They also may combine this strategy with others, such as advocating for conservation by using biodegradable or recycled packaging.