Marketing is all around us. We cannot go about our daily lives without coming across at least one example.
Bus stop posters, Facebook browsing, leaflets…even coffee cups are a form of marketing.
As technology has evolved, more and more businesses have felt drawn to areas of digital marketing specifically. It’s very popular across the UK, with the nation having spent a staggering £23.47 billion on digital advertising in 2021.
The industry, both digital and traditional, exists to support all areas of business, including product development, distribution, sales and advertising.
Here we explore six popular types of marketing and how they can be used to improve business performance.
Social media marketing
Whether you like it or hate it, social media is a massive part of our society. When used correctly with the right strategy and compelling content, businesses can connect with their target audience and encourage them to engage in conversation and interaction.
4.62 billion people globally use social media, so it’s a great opportunity for companies to promote who they are, what they do, and how they can help their prospective and existing clients.
Search engine optimisation (SEO)
A highly visible website means more traffic and more opportunities to convert browsers into buyers, which is why search engine optimisation is a crucial marketing strategy. 68% of online experiences start with a search engine; if a business’s website isn’t anywhere to be seen on the results page, they’re guaranteed to be missing out on valuable visits.
For an SEO strategy to be successful, it must address numerous topics, including technical, on-page, content, and off-page. It’s important to note that this form of marketing is by no means a quick fix – it can take as long as 12 months to see considerable results.
Growing a business becomes easier once you understand the fundamentals of content marketing and how to apply them to your specific goals. In its simplest form, this type of marketing is the technique of creating and distributing relevant, quality content to influence profitable customer action.
Once a plan is in place and the content has been created, it must then be shared across the relevant channels, such as social media and news websites, to attract and convert new and existing customers. Content could include articles, newsletters, videos, and podcasts.
An email marketing campaign involves a series of well-written, visually appealing emails that help businesses connect with the audience in their inbox. Not only is this form of marketing great for brand awareness but also lead generation.
What businesses choose to discuss in their emails will depend entirely on their goals. For example, a company may use this as an opportunity to promote a new product or service to their existing email list.
Videos are a fantastic tool to help businesses reach a wider audience in a way that’s modern, on-trend, and engaging. For the ultimate video marketing strategy, creating specific goals that align well with the overall business growth strategy is imperative.
Once that’s in place, businesses can identify the best platforms for video exposure, before getting down to the creative elements and producing their promotional videos.
Not only is taking advantage of video marketing fantastic for brand awareness, but 78% of marketing professionals claim videos have helped increase sales.
One of the most traditional forms of marketing, print remains a powerful way to grow your business – and this is unlikely to change anytime soon. This form of advertising uses printed media, such as leaflets, brochures, and business cards to get key messages across to a business’s target audience.
Despite living in a digital age, many consumers respond better to printed materials than virtual materials. Information given to an audience on something tangible helps to create trust and familiarity, and brand recognition can be amplified.
There’s so much more to be explored
If you want to pursue a career in marketing or gain a deeper understanding of the topic to improve your business, undertaking an MSc digital marketing course can boost your knowledge and refine your skills.
There are so many different types of marketing, and it’s not a one-size-fits-all process. In fact, an avenue that works brilliantly for one business might turn out to be a disaster for another. Being successful in marketing a business often requires a lot of exploration and even some trial and error.
Don’t give up, because there’s so much triumph to be enjoyed once you find the right formula for your own goals.