The internet is constantly changing, which in turn requires appropriate marketing strategies to be developed. Advertisers need the perfect conditions to merge proven strategies with new innovations. After all, if classic marketing methods are used specifically and intentionally in the digital world, it can sometimes produce astounding results.
Many companies still rely on outbound marketing via TV, radio, or advertisements. The long reach of these traditional channels remain attractive to seasoned marketers, but targeting their reach is difficult. Scattered losses are the order of the day. On the other hand, online marketing is gaining in terms of measurability: Here, the efficiency of advertising can be checked at any time. Your advertising media can be optimized and adapted to the respective target group.
Before you decide on a marketing strategy, you should first determine your goals. Analyze the current state of your business by comparing parameters such as sales, market share, profitability, image, and customer satisfaction with future expectations.
The strengths and weaknesses of your business can be determined using a SWOT (strengths, weaknesses, opportunities, threats) analysis. In addition, you should conduct a market analysis and examine your competitors in order to highlight your unique selling point in your marketing activities.
Once you have analyzed your marketing goals in detail, the next step is the implementation of your strategy.
Especially as the methods become more diverse, it’s important to keep track of the various marketing strategies. We’ve put together some offline and online strategies that you should know in any case:
With experiential marketing, you are giving your potential customers a unique, personal brand experience. This marketing strategy is about interacting with the brand. This can be done, for example, as part of an event where customers can experience the brand first hand by trying out the products. This not only gives customers the opportunity to see what you are offering, but also associates the brand with a special experience, which has a positive impact on brand engagement.
A great way for B2B marketers to combine offline and online marketing is with trade shows and exhibitions where entire industries meet. The greatest advantage of attending such events is the high target density. The opportunity to directly network with your target customers is invaluable. Make sure to prepare – your appearance and your event stand’s appearance must look sophisticated and your experience (as well as your customers) can then shared on social media giving you that is extra reach and engagement.
Because of digital networking, customer contact has become uncomplicated. Newsletters are an efficient and easy way to stay in touch with customers. For this strategy to be successful, you must plan your newsletters: define your target audience, specify relevant content, pay attention to a personal customer approach and measure the performance of your newsletter after it’s reached your customers’ inbox.
Influencer marketing is an already established practice in the B2C world – but influencer marketing is becoming more and more important in the B2B sector as well.
Your focus should be on choosing suitable influencers who are a good representation of your target audience. This is not only because of their awareness of the target group but also because of their credibility and expertise which ultimately affects the success of this measure. If the influencers and the brand are only partially compatible, this can do the opposite and irritate potential customers.
In B2B marketing, it is important to inform clients about your products rather than just promoting them: an ideal tool for this is content marketing. Share your expert knowledge and become a popular contactable information point for your target audience.
With the right SEO strategy, you can also improve the presence of your content on Google and other search engines. Content marketing only works if you put in the editorial effort. So, creativity is not the only thing you need, you must find relevant and exciting topics for your audience to sink their teeth into. In addition to classic articles, offer up some diversity by creating videos and podcasts as they’re also an effective means of communicating your content.
Facebook, Instagram and the like, have long since become an integral part of online marketing. Within the framework of any kind of marketing strategy, the possibilities are becoming ever more diverse and marketers will be expected to find the right conditions to leverage every newly emerging channel. Social media marketing notwithstanding, as it is truly one of the easiest wins in your marketing strategy.
Guerrilla marketing may not be suitable for any business, but it can be a big hit. The advantage of this strategy can be summarized in one sentence: Little budget, big effect.
Guerilla marketing campaigns are striking, emotional, and polarizing – so creating these requires a lot of out-of-the-box thinking. Thanks to social media, guerrilla marketing can be even more effective today, as impressive actions can be spread rapidly and may even become a viral hit.