15 Effective Marketing Tactics Anyone Can Use

56 mins read

15 Effective Marketing Tactics Anyone Can Use

Marketing researcher and educator at Ahrefs. Mateusz has over 10 years of experience in marketing gained in agencies, SaaS and hardware businesses. When not writing, he’s composing music or enjoying long walks.

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Marketing tactics are the specific, hands-on actions you take to attract customers and promote your business. Think of them as the building blocks of your marketing strategy — the concrete steps you can implement right away to start growing your brand. These tactics are the ‘how-to’ of marketing, turning your big-picture goals into real-world results.

In this guide, we’ll explore 15 powerful yet beginner-friendly marketing tactics used by successful businesses today. We’ll break down each tactic into simple steps, explain why it works, and provide real-world examples to inspire you.

1. Advertise your business with Google Ads

This is probably the quickest way to drive potential customers to any website.

Google Ads is a shortcut to some of the premium spots on Google Search and Google Maps. You may know them from the first thing you see when you Google something.

Example of a Google Ad.

They basically work like this: you choose keywords relevant to your business, set up the ads, and declare how much you’re willing to pay for ads to show up on Google. Then Google runs an auction to decide which advertisers’ ads should be shown. You pay for the ad only if someone clicks on it.

The cool thing about this channel is that once you grasp it, you can scale it almost instantly by bidding on more keywords and increasing your budget.

Measuring return on investment is fairly easy here, too. You’re earning money if the ads bring more revenue than they cost.

2. Use easy-to-rank keywords to boost your website’s visibility on Google

Optimizing for low-difficulty keywords is an effective way to increase your website’s visibility on Google, especially when you’re just starting out.

These are search terms that have less competition, making it easier for new or smaller websites to rank well in search results. This tactic involves identifying relevant keywords with lower competition, then strategically incorporating them into your website’s content.

You will need three things:

  • Low competition keywords relevant to your business.
  • SEO content to rank for those keywords.
  • Backlinks to increase your chances for ranking. But here’s the thing — you likely won’t need many to rank because they are low-difficulty keywords.

Let’s say you’re running a personal finance app. What you’d do is take a bunch of broad terms related to your business, e.g., “budgeting, credit card score, retirement.” You can brainstorm them, source them from your competitor’s website, or even ask ChatGPT. Next:

Finding low-competition keywords with Ahrefs.

  1. Paste them into a tool like Ahrefs’ Keywords Explorer.
  2. In Ahrefs, go to the Matching terms report.
  3. Filter for keywords below 20 KD (Keyword Difficulty).
  4. Look for ideas.

And if the list is still too big to manage, you can further decrease Keyword Difficulty or set a minimum Traffic Potential to filter out the least popular keywords.

Refining keyword results using filters.

For instance, here are a few interesting keywords. Relevant to a personal finance product, good traffic potential (TP) and low difficulty (KD):

Example low-competition keywords.

From here, it’s just a case of creating content about the topic and (possibly) building a few links to rank. Read the articles below to learn how:

Further reading

  • SEO Content: The Beginner’s Guide
  • Link Building for SEO: The Beginner’s Guide

3. Educate, inspire, and entertain on social media with short-form videos

Social media loves short videos — even if they look amateurish. According to a study of over 700k profiles across different social media platforms, short-form videos are the most engaging type of content.

The best part? People are okay with these videos not being visual masterpieces.

Want proof? Duolingo’s meme-like videos went viral on TikTok and Instagram. They’re short, entertaining, and look like they were shot on a phone.

Duolingo

If what Duolingo does isn’t really your style, there are other ways to use videos. For example, if your company just reached a milestone, why not share that?

A quick product hack you can share? Go for it.

This works for tech brands, too:

As long as your videos aim to educate, inspire, or entertain your audience, you’re on the right track. So, for example, your videos can be about:

  • Short product demos and feature highlights
  • Your brand’s journey to stardom
  • Behind the scenes
  • Tips, tricks, and how-to’s
  • Upcoming product sneak peeks
  • Hot takes on industry news
  • Important company news and milestones
  • Answers to FAQs

How to get started? You can avoid some rookie mistakes with guides like this one. But let’s face it — your first videos won’t be an instant hit. There’s no other way around it than making more videos.

So stop overthinking and start uploading. Then, if an idea takes off, double down on it.

4. Let affiliates do the marketing for you

Affiliate marketing is a performance-based strategy where your reward individuals or other companies (affiliates) for driving traffic or sales to their website.

It involves setting up an affiliate program where you provide unique links or codes to your affiliates, who then promote your products or services through their own channels. When a customer makes a purchase through an affiliate’s link, the affiliate earns a commission.

For example, if you want to spread the word about your life insurance app, an affiliate might recommend it through a review. When a reader clicks through to buy your product, it tracks where the sale came from so you can pay a commission.

Example of sponsored content published on an affiliate site.

You can attract affiliates to your brand in a few ways. Joining an affiliate network is a good starting point. These connect you to publishers who might want to promote your product and take care of the technical side. You only pay a small setup fee and share commissions only if you get paid first.

Each affiliate network is unique, so make sure to do some research on them before you sign up.

You can also find potential affiliates by looking for those who promote your competitors. Here’s how:

Finding affiliates who work for competitors with Ahrefs.

  1. Enter the competitor’s site into Ahrefs’ Site Explorer.
  2. Go to the Backlinks report.
  3. Filter for backlinks that contain any of these popular affiliate URL parameters in the Target URL: ?ref, ?clid, ?id.
  4. Filter for One link per domain.
  5. Sort the results by Domain traffic.
  6. Look for affiliates in the Referring page column.

5. Let happy customers create more happy customers with user generated content

User-generated content (UGC) is any form of content, such as reviews, photos, videos, or social media posts, created by consumers rather than by the brand itself.

This marketing tactic leverages the authentic experiences of existing customers to build trust and credibility. And it works because customers are likely to trust other customers.

You can encourage UGC by running contests or asking for short testimonials. Then, you can share it on your social media, landing pages, and newsletters and use it for all sorts of campaigns.

Here, you can see the idea in action. Pakker Trousers uses UGC in all of its channels. Below is their website’s footer and a screenshot from their Instagram feed (real customers, no models).

Customer testimonials on a website.User-generated content example: photos of customers wearing the product.

The beauty of UGC is that it requires minimal work; you’re essentially letting your satisfied customers do the marketing for you. This enriches your brand’s content strategy and deepens engagement with your community.

6. Appear as a guest on relevant podcasts to reach new listeners

This tactic involves identifying podcasts whose listeners align with your target market, then reaching out to the hosts with a compelling pitch for your appearance. As a guest, you have the opportunity to share your expertise, discuss your products or services, and provide value to the podcast’s audience.

This approach can help you build relationships within your industry, increase brand awareness, and potentially drive interested listeners to your website or social media channels.

If you’ve got an interesting story to tell or a topic you’re an expert on, you can do marketing for your brand by just talking about it. Just like my colleague Patrick Stox, who’s done some many of these that he doesn’t even need to pitch podcast hosts anymore.

But before that happens, here’s what you can do:

  • Target shows that align with your expertise.
  • Start with smaller podcasts to gain experience.
  • Send a clear email outlining your value to the show.
  • If you don’t hear back, send a polite follow-up within two weeks.
  • After appearing, promote the episode on your platforms to benefit both you and the host.

You probably won’t have trouble finding shows to pitch through Google, Apple podcasts, Spotify podcasts, or curated lists you’ll stumble across. But here’s what you also can do:

How to find podcasts with Sparktoro.

  • Ask your network for any good shows they’ve seen or watched lately.
  • Use matchmaking services like PodcastGuest or Podmatch.
  • Use SparkToro to see where your audience hangs out. You can find shows directly through YouTube or podcast criteria or see which influencers host their own shows.

7. Get free media coverage by helping journalists with their stories

HARO, which stands for Help A Reporter Out, is a service that connects journalists with sources for their stories (there are also alternatives like Help a B2B Writer or SourceBottle). This tactic involves regularly checking journalists’ queries and responding to relevant opportunities where you can provide expert insights or commentary.

By participating, you have the chance to be quoted or featured in various media, from niche industry publications to major news sites. This approach can help you gain credibility, increase your visibility, and potentially earn valuable backlinks to your website.

While it requires consistent effort and quick responses, HARO offers a cost-effective way to get media coverage without the expense of hiring a PR firm. It’s important to note that not every pitch will result in coverage, but consistent, high-quality responses can lead to valuable media opportunities over time.

To illustrate, here’s the journalist’s query on HARO:

Example query from HARO.

And here’s the answer published on handicappedpets.com with the link to the author’s site.

A quote with a backlink published on a reputable site via HARO.

All you need to do is sign up for HARO, monitor the requests in your category, and respond with valuable information as fast as possible whenever you see a good opportunity.

Want a few tips from our experience with this tactic?

  • Avoid publications that aren’t authoritative.
  • Only respond to requests where you can truly provide great information.
  • Don’t deviate from the format the author is requesting.
  • Don’t hesitate to bring colleagues on board if they’re more qualified to answer.

Further reading

8. Reuse your content across different platforms to maximize reach

Content repurposing is the practice of adapting existing content into different formats or for different platforms to maximize its reach and impact.

If you already have content that’s performing well, you can repurpose it for other marketing channels. This allows you to reach new audiences without creating something from scratch.

Here’s an example. Our SEO checklist video has more than 230k views:

Performance of repurposed video content on YouTube.

But we also published it as an article that drives an estimated 9.5k clicks from organic search every month:

Organic traffic via Ahrefs.

There is more than one way to do it. Learn more in our list of 13 ways to repurpose content.

Before you set up your first campaign, check our 6 tips for Google Search Ads.

9. Get featured in curated lists in your niche

Many people look for solutions on Google, be it a new tool they can use for work or service to get something done. For instance, “marketing tools” is a phrase that gets 3.2k searches each month.

Search volume of a keyword.

What people find this way is typically curated lists.

Google SERP showing most popular type of results for a keyword.

Of course, getting featured in them all would be perfect — but that can be challenging for newcomers.

But here’s a tip: try to pitch to the more specific lists. Yes, these will be less popular, but that may actually work to your advantage:

  • People looking for something specific are usually closer to making a purchase.
  • Tools that cater to a very specific audience are harder to find; you’re basically helping out the authors of those lists.

Get featured in some of those lists, and the next thing you know, you will be featured in more and more lists organically.

You can use a keyword tool like Ahrefs’ Keywords Explorer and study how people may be looking for a product/service like yours.

Looking for niche product reviews with Ahrefs.

  1. Enter the type of your product or service.
  2. Go to the Matching terms report.
  3. Open the Clusters by Parent Topic tab (this will help to organize your keyword results).
  4. Find parent topics that fit the functionality of your product.

Once you find a good topic, click on the SERP button to see which sites rank – these will be your prospects to pitch.

Using Ahrefs

To illustrate, here are some tool niches I found this way. Naturally, you won’t need to tick all of the boxes, just find a few that make sense for your business.

Example product niches found via keyword research.

Something that can help get featured is helping the content creator do their homework:

  • Make it clear why their audience needs to hear about your product/service.
  • Show them you’re the real deal. Show user testimonials, links to sites where you’ve already been featured, mention VCs that backed you… you get the idea.
  • Give them a kit full of pictures, videos, and details about your product. If you can, offer to hop on a call and do a live demo.

10. Start a newsletter you’d like to get yourself

Many businesses send email newsletters, but their newsletters are boring and provide little value.

At the same time, newsletters are undergoing a renaissance, which proves that people like to get newsletters — just not bad ones.

So start a newsletter, but don’t send out boring self-promotional company news week after week. Instead:

  • Make it personable and fun.
  • Share useful stuff from others, not just your company.
  • If you’re linking to other sites, give a quick overview of the content; don’t just send links.

And we talk from experience here. We’re a B2B brand, but every Ahrefs’ Digest kicks off with a meme:

Ahrefs

We then group “news” by topic and write a quick blurb for each to save people time:

Ahrefs newsletter, contents.

That’s it. It’s simple, but our readers love it.

@ahrefs is really the only marketing newsletter you need today. https://t.co/aifL2f7nUg

— Gaetano (@gaetano_nyc) July 20, 2021

You can start for free with tools like Mailchimp or ConvertKit, and it’s less technically complicated than you think. But to send out your first email, you need to start building your list. Here’s how.

11. Convert visitors into leads with lead magnets

A lead magnet is a marketing tactic where a brand offers a free resource (ebook, tool, discount, etc.) in exchange for a visitor’s contact information. The goal is to convert anonymous website visitors into identifiable leads that you can nurture through your marketing funnel.

Effective lead magnets address specific problems or interests of your target audience, providing immediate value while showcasing your expertise. Common examples include ebooks, whitepapers, webinars, free trials, or exclusive discounts. For instance, this lead magnet offers a time-saving set of press release templates:

Example of a lead magnet.

Once that company collects the email, they can start a conversation.

Email sent after email magnet registration

Now, some people will get what they want and unsubscribe. But some will stay and read the next emails. Out of that group, some will be interested in checking out what you offer — and some will eventually become your customers.

When creating lead magnets, make sure not to go it alone. There are tools that will help you create the magnet itself, create a lead capture form, and distribute your freebie.

Further reading

12. Speak at industry events to build authority

Speaking at industry events is a powerful way to establish yourself or your company as an authority in your field. This tactic involves identifying relevant conferences, trade shows, or seminars, and proposing to present on topics where you have expertise. As a speaker, you have the opportunity to directly engage with your target audience

The key is to offer something useful and engaging to encourage people to explore your products or services further. Think insights, case studies, or original research.

This tactic needs less “marketing” than you may think. All you need is a few contextual mentions of your brand, no more, so don’t overdo it.

Example of promoting a brand during a talk at a conference.

13. Write articles for other websites in your field to gain exposure

Guest posting is when you publish content on another website.

You’re giving away good content, but in return, you get:

  • Brand exposure to someone else’s audience.
  • A backlink.
  • New connections in the industry.
  • A bit of referral traffic.

If there’s a website you love that you want to pitch, go for it. Even if they don’t say they take guest posts, they might be interested in what you’ve got.

But to make the best out of this tactic, prioritize sites that get traffic from Google (an indication they’re potentially quality sites) and are open to featuring new writers in the field. You can find these sites with Ahrefs’ Content Explorer.

Setting up Ahrefs

  1. Enter a broad keyword or phrase related to your niche. If you’d like to use more than one, separate them with the OR operator.
  2. Select In title from the drop-down menu.
  3. Set the Domain Rating filter to “30 to 80”, website traffic from 20,000, and Only live mode. You can also set the preferred language.
  4. Run the search.

On the results page, exclude homepages and subdomains.

Filters in Content Explorer.

Then open the Websites tab.

Websites tab in Content Explorer.

Finally, pitch your idea. That will be the hardest part of the entire process, but lucky for you, we’ve done a fair bit of guest blogging, and we’re sharing our lessons in this guide to guest blogging for SEO.

14. Ask happy customers to leave a review on Google

Reviews in your Google Business Profile (GBP) can help you rank higher in Google Maps and “map pack” results in Google search. Google relies on them to determine local ranking, and they’re one of the strongest local ranking factors, to our knowledge.

So, for example, people looking for a local vet will first discover recommended GBPs.

Map pack in Google Search.

But here’s the thing about reviews. You can encourage them, but you should never pay for them. And it’s probably not a good idea to incentivize reviews with prizes, discounts, etc.

So step 1: provide great service. You’re not going to get positive reviews unless you do this.

Step 2: remind customers to leave a review. Kindly. You can put a QR code with a special link in visible places like your receipts, packaging, email, chats, or even put up a hand-made sign like this one:

Example of a small business asking for reviews on Google via a simple hand-made sign.

15. Update old content to rank higher and get more traffic

Updating existing content is a strategic approach to improve search engine rankings and increase website traffic without constantly producing new material. This tactic involves revisiting and refreshing older blog posts, articles, or web pages to ensure they remain relevant, accurate, and search engine optimized.

Old content may lose rankings in Google for reasons that are often easy to fix. For example, when we refreshed our article on SEO statistics, we jumped in rankings and got more organic traffic, as shown in the screenshot below. Why? Simple. People wanted up-to-date statistics.

Effects of content refreshing (organic traffic increase).

But the question is, how do you find content that’s ripe for a refresh in the first place?

Opportunities report in Ahrefs.

  1. Enter your site into Ahrefs’ Site Explorer.
  2. Go to Opportunities and open the Content with declining traffic report.

You will see pages that have lost the most traffic in the last six months and could likely use a refresh. Read our guide to republishing content to learn how to do that.

Final thoughts

These tactics are one of the easiest, but they’re still a lot of work. So here’s how you can go through that list and stay sane:

  • Treat them as ideas. You don’t need to do all of them, and you don’t need to use them all at once.
  • Start with the ones that make the most sense for your business.
  • If you’ve already tried any of those tactics and it didn’t work before, see the guides we recommended – maybe they’ll help you look at the problem with fresh eyes.
  • Once you start seeing results, start scaling and/or outsourcing.
  • Finally, after some time, gather your best tactics. They will lay the foundation for your marketing strategy.

Got questions or comments? Ping me on X.

Guide to Types of Marketing: Strategies, Techniques, and Tactics Explained

Guide to Types of Marketing: Strategies, Techniques, and Tactics Explained

Marketing is a crucial driver of business growth. It goes beyond mere transactions; it’s about building meaningful connections with your audience and standing out in a competitive landscape.

As marketing professionals, it’s vital to grasp the different types of marketing and how to leverage them effectively for your success. By mastering this, you’ll be empowered to create targeted campaigns that truly resonate with your audience and yield measurable results.

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Essential Components of Marketing

To engage effectively in marketing, it’s crucial to recognize the difference between:

  • Marketing strategy: This foundational element outlines your business goals and the approach to achieve them. A well-defined strategy aligns all marketing activities, preventing wasted resources and ensuring your brand stands out in a competitive market.
  • Marketing technique: Techniques are the methods used to execute your strategy. They dictate how you reach your audience and deliver your message.
  • Marketing tactic: Tactics are the specific actions taken to implement your techniques. Effective tactics directly impact your marketing performance, translating strategies and techniques into measurable results.

Together, these components form the backbone of successful marketing efforts.

Top 17 Types of Marketing

Each marketing type serves a unique purpose and can be tailored to specific business goals and target audiences.

Here are the top 17 types of marketing that can help you succeed:

1. Content marketing

Content marketing is centered around creating valuable content designed to attract and engage your target audience. This marketing type has multiple objectives: establishing brand authority, building consumer trust, and fostering deep connections.

With 90% of organizations utilizing content marketing and 80% of consumers preferring custom content, it is a marketing type you must pay attention to. When implementing a content marketing strategy, consider the following techniques:

  • Blogging: Regular blog posts boost SEO and share valuable insights, keeping your audience informed and engaged. This technique is crucial for establishing authority in your industry.
  • Video marketing: Creating engaging videos simplifies complex topics, showcases products, and enhances viewer engagement. Video content is vital for capturing attention and increasing shareability.
  • Ebooks and whitepapers: These in-depth resources provide valuable information in exchange for contact details, helping to capture leads and educate your audience.
  • Webinars: Hosting interactive sessions allows for real-time engagement with your audience, facilitating direct communication and feedback.
  • Infographics: Visual representations of data make information digestible and shareable, effectively increasing your content’s reach.

These techniques are effective because they provide value and create opportunities for engagement and sharing, extending your content’s impact. To employ content marketing effectively, consider these actionable tactics:

  • Develop a content calendar: Plan your content in advance to ensure a consistent posting schedule that aligns with relevant events and themes.
  • Optimize for SEO: Incorporate relevant keywords and meta descriptions to enhance visibility in search results and attract organic traffic.
  • Leverage social media: Share your content across various platforms to broaden your reach and encourage audience interaction through comments and discussions.
  • Analyze performance: Use analytics tools to track engagement metrics, allowing you to refine your content strategy based on audience preferences.
  • Encourage user-generated content: Invite your audience to share their experiences with your brand, enriching your content and fostering community.

2. Social media marketing

Social media marketing focuses on engaging your audience on platforms like Facebook, Instagram, LinkedIn, and Twitter. This marketing type has multiple key objectives: it enhances brand awareness, builds customer loyalty, and drives traffic to your website.

With 24% of Boomers and 46% of Gen X consumers discovering new products through social media, it is an essential marketing type for connecting with customers and promoting your brand. When implementing a social media marketing strategy, consider the following effective techniques:

  • Content creation: Crafting engaging posts, images, and videos tailored to each platform’s audience enhances engagement and relevance.
  • Influencer marketing: Collaborating with influencers expands your reach and leverages their credibility with established audiences. This technique is vital for building trust and accessing new customer segments.
  • Community management: Actively managing and responding to audience interactions fosters a sense of community and strengthens customer relationships.
  • Social media advertising: Running paid ad campaigns on social media platforms can significantly increase your brand’s visibility and engagement with targeted demographics.

These techniques are effective because they resonate with users, create shareable moments, and enhance brand interactions. To employ social media marketing effectively, consider these actionable tactics:

  • Develop a posting schedule: Maintain a consistent posting cadence to ensure your content remains timely and relevant.
  • Engage actively with your audience: Respond to comments and messages promptly to build relationships and foster community.
  • Monitor trends: Stay updated on trending topics to keep your content relevant and engaging.
  • Utilize analytics tools: Track engagement metrics to understand what content resonates most with your audience.
  • Run targeted ads: Use paid advertising to reach specific demographics and boost your visibility.

3. Search engine marketing (SEM)

Search Engine Marketing (SEM) is critical, as online search is the number one way today’s buyers discover new products. Effective SEM ensures your brand appears when potential customers search for your products or services.

The key objectives of SEM include increasing website traffic, enhancing brand visibility, and generating leads. When implementing an SEM strategy, consider the following techniques:

  • Keyword research: Identifying and targeting relevant keywords is fundamental to improving search visibility and relevance.
  • On-page SEO: Optimizing your website’s content and structure to enhance search visibility is essential for attracting organic traffic.
  • Pay-per-click (PPC) advertising: Creating targeted ads that appear in search results drives immediate traffic to your site and increases conversions.
  • Link building: Developing a network of inbound links to your site improves your domain authority and search engine rankings.
  • Local SEO: Optimizing for local search helps businesses attract customers in specific geographic areas, which is essential for brick-and-mortar establishments.

These techniques work together to maximize your visibility when potential customers are actively searching. To implement SEM successfully, consider these tactics:

  • Optimize ad copy: Write compelling and relevant ad copy that encourages clicks and aligns with user intent.
  • Use negative keywords: Refine your PPC campaigns by excluding irrelevant search terms to maximize budget efficiency.
  • Track performance metrics: Utilize analytics tools to monitor traffic sources, conversions, and overall ROI from your SEM efforts.
  • Adjust bidding strategies: Manage your bids based on performance data to ensure you’re maximizing your ad spend.
  • Conduct A/B testing: Experiment with different ad formats and keywords to determine what resonates best with your audience.

4. Email marketing

Email marketing boasts one of the highest ROIs, yielding returns of up to $36 for every dollar spent. This strategy allows you to nurture leads and maintain customer relationships through direct communication.

The key objectives of email marketing include lead nurturing, building customer relationships, and driving conversions. With a well-timed and personalized email campaign, you can keep your audience engaged and turn leads into loyal customers.

When implementing an email marketing strategy, consider the following effective techniques:

  • Personalized campaigns: Tailoring your email content to the individual recipient increases relevance and engagement, enhancing the overall effectiveness of your communications.
  • Automated drip campaigns: Setting up automated workflows for welcome emails, follow-ups, and targeted promotions helps maintain consistent communication with your audience.
  • Newsletters: Regularly sending informative newsletters keeps your audience engaged with valuable content while promoting your offerings.
  • Feedback surveys: Sending out surveys encourages recipients to share their opinions, providing insights to refine your email marketing strategy.

These techniques enhance the effectiveness of your email campaigns, leading to higher open and click-through rates. To employ email marketing successfully, consider these actionable tactics:

  • Craft compelling subject lines: Use attention-grabbing subject lines to increase open rates.
  • Optimize for mobile devices: Ensure your emails are mobile-friendly, as many users access their emails on smartphones.
  • Use segmentation: Divide your email list into segments based on demographics or behavior to allow for targeted messaging that resonates with different audience segments.
  • A/B test your campaigns: Experiment with different subject lines, content, and send times to determine what works best.
  • Monitor engagement metrics: Use analytics to track open rates, click-through rates, and conversions to refine your approach.
  • Maintain a consistent sending schedule: Regular communication keeps your brand top-of-mind without overwhelming your audience.

5. Contextual marketing

Contextual marketing delivers personalized ads based on users’ online behavior and browsing context. This approach enhances relevance and boosts engagement, making it a powerful strategy in today’s digital landscape.

The key objectives of contextual marketing include improving relevance, enhancing the user experience, and driving conversions. Targeting users with ads that align with their current interests increases the likelihood of engagement and immediate actions.

When implementing a contextual marketing strategy, consider the following effective techniques:

  • Behavioral targeting: Utilizing data on user behavior allows you to deliver tailored messages that align with their interests, significantly increasing engagement rates.
  • Dynamic ad placement: Adjusting your advertising based on real-time user engagement ensures better relevance and improves user experience.
  • Retargeting campaigns: Serving ads to users who have previously interacted with your brand helps to remind them of their interests and encourages conversions.
  • Content-based targeting: Placing ads within the context of relevant content enhances the user experience and encourages interaction.
  • Geotargeting: Delivering contextually relevant ads based on a user’s geographic location can increase the likelihood of engagement, especially for local businesses.

These techniques ensure your marketing messages resonate with users at the right moment. To implement contextual marketing successfully, consider these tactics:

  • Utilize data analytics: Leverage analytics tools to track user behavior and inform your targeting strategy.
  • Create relevant content: Ensure your ads and messaging are contextually appropriate, enhancing user engagement.
  • Test different contexts: Experiment with various placements and messaging to see what resonates most with your audience.
  • Monitor performance continuously: Analyze the effectiveness of your contextual ads to refine targeting and improve results.
  • Stay updated on trends: Keep an eye on evolving user behavior and preferences to adapt your contextual marketing strategy effectively.

6. Influencer marketing

Influencer marketing is becoming increasingly important, with 85.8% of marketers planning to allocate a budget toward this strategy in 2024. Partnering with influential figures helps tap into established audiences, enhance credibility, and expand your brand visibility.

The key objectives of influencer marketing include increasing brand awareness, building trust with consumers, and driving engagement. Influencers have loyal followings, which can translate to higher trust for your brand and increased customer interactions.

When implementing an influencer marketing strategy, consider the following effective techniques:

  • Micro-influencer collaborations: Partnering with micro-influencers can yield high engagement rates, often at a lower cost than working with larger influencers.
  • Brand ambassadors: Establishing long-term partnerships with influencers as brand ambassadors helps create consistent messaging and deeper brand associations.
  • Content co-creation: Collaborating with influencers to produce content ensures that it resonates with their audience while authentically promoting your brand.
  • Affiliate marketing with influencers: Providing influencers with unique affiliate links incentivizes them to promote your products while earning commissions on sales.
  • Product reviews: Having influencers create authentic reviews increases trust and encourages their audience to consider your products.

These techniques effectively leverage the trust and engagement influencers have cultivated with their followers. To implement influencer marketing successfully, consider these tactics:

  • Set clear objectives: Define what you want to achieve with your influencer campaign, whether it’s brand awareness, engagement, or sales.
  • Develop guidelines: Provide influencers with brand guidelines to ensure consistent messaging while allowing creative freedom.
  • Monitor campaign performance: Use analytics to track engagement metrics and assess the effectiveness of your influencer partnerships.
  • Engage with influencers: Foster ongoing relationships with influencers for sustained collaboration and authenticity.
  • Leverage a mix of influencers: Consider working with both micro and macro influencers to maximize reach and engagement across different audience segments.

7. Event marketing

Event marketing focuses on hosting or sponsoring events to create direct customer interactions and showcase your brand. In a recent report, over half of global marketing leaders listed in-person or virtual events as one of the most effective marketing channels.

This marketing type has multiple objectives: it builds relationships, generates leads, and enhances brand visibility. When implementing an event marketing strategy, consider the following techniques:

  • Conferences and trade shows: Participating in industry-specific events allows you to connect with potential customers and establish your presence in the market.
  • Webinars and online workshops: Hosting educational sessions online helps to engage your audience and showcase your expertise, making it easier to gather leads.
  • Networking events: Creating opportunities for attendees to connect fosters relationships and promotes community engagement.
  • Product launch events: Organizing events to unveil new products creates excitement and drives media attention, generating buzz around your brand.
  • Sponsorships: Partnering with established events or causes can enhance your brand’s visibility and reputation by association.

These techniques are effective because they create memorable experiences that foster deeper connections with your audience. To employ event marketing effectively, consider these actionable tactics:

  • Promote your events: Use social media, email marketing, and traditional advertising to raise awareness about your event.
  • Engage attendees: Offer interactive sessions and activities to keep participants engaged and encourage networking.
  • Follow-up post-event: Send thank-you emails and surveys to attendees to gather feedback and nurture leads generated during the event.
  • Utilize event technology: Incorporate event apps and digital tools to enhance the attendee experience and facilitate networking.
  • Measure success: Track attendance, engagement levels, and follow-up conversions to evaluate the effectiveness of your events.

8. Affiliate marketing

Affiliate marketing involves leveraging third-party affiliates to promote your products in exchange for a commission on sales. This marketing type has key objectives: it expands your reach, drives sales, and builds credibility.

With half of U.S. marketers employing affiliate marketing, this method is essential for driving conversions at various customer journey stages. When implementing an affiliate marketing strategy, consider the following effective techniques:

  • Affiliate networks: Joining established affiliate networks helps you connect with a wide range of affiliates who can promote your products effectively.
  • Content creators and bloggers: Partnering with bloggers and content creators in your niche can enhance credibility and reach target audiences more effectively.
  • Email marketing affiliates: Allow affiliates to promote your products through their email lists, providing an additional channel for conversions.
  • Influencer affiliates: Working with influencers who share your brand values can help tap into their audience while leveraging their trust and authority.
  • Discount codes and promotions: Providing affiliates with unique discount codes incentivizes their audience to purchase, driving conversions.

These techniques are effective because they enable you to scale your marketing efforts while only paying for successful conversions. To employ affiliate marketing successfully, consider these tactics:

  • Define commission structures: Set clear commission rates and structures that motivate affiliates while ensuring profitability for your business.
  • Provide marketing materials: Equip your affiliates with banners, product descriptions, and promotional content to help them effectively market your products.
  • Track affiliate performance: Utilize tracking tools to monitor affiliate sales, clicks, and conversions to understand which partners are most effective.
  • Foster relationships: Maintain ongoing communication with affiliates to build strong partnerships and provide support.
  • Evaluate and optimize: Regularly assess the performance of your affiliate programs and adjust strategies as needed to improve results.

9. Video marketing

Video marketing focuses on using video content to engage audiences and promote your brand.

87% of marketers report that incorporating video into their marketing strategy has resulted in a positive ROI.

This marketing type has several key objectives: it increases brand awareness, enhances customer engagement, and drives conversions. When implementing a video marketing strategy, consider the following effective techniques:

  • Product demos: Showcasing your products through demonstrations can help potential customers understand their value and functionality.
  • How-to videos: Educational content that provides solutions to common problems engages viewers and positions your brand as an authority.
  • Customer testimonials: Featuring satisfied customers in videos builds trust and credibility, encouraging prospects to choose your brand.
  • Live streaming: Hosting live events allows for real-time interaction with your audience, fostering a sense of community.
  • Social media clips: Creating short, engaging videos tailored for social media platforms maximizes reach and encourages sharing.

These techniques are effective because they capture attention, convey information quickly, and encourage audience interaction. To employ video marketing effectively, consider these actionable tactics:

  • Optimize for SEO: Use relevant keywords in video titles and descriptions to enhance search visibility.
  • Leverage social media: Share your videos across social media platforms to broaden your reach and engage with your audience.
  • Analyze performance: Use analytics to track views, engagement, and conversion rates to understand the effectiveness of your videos.
  • Engage with viewers: Respond to comments and encourage discussions around your video content to build community.
  • Create a video distribution plan: Plan how and where you will distribute your videos to maximize their reach and effectiveness.

10. Brand marketing

Brand marketing focuses on shaping public perception of your brand to foster trust, loyalty, and recognition. This marketing type has several key objectives: it builds brand identity, differentiates your offerings from competitors, and creates emotional connections with customers.

An effective brand marketing strategy is essential in a crowded marketplace where 77% of consumers make purchasing decisions based on brand trust. When implementing a brand marketing strategy, consider the following techniques:

  • Brand storytelling: Sharing your brand’s story helps create emotional connections with consumers, making your brand more relatable.
  • Consistent messaging: Ensuring your messaging is consistent across all channels strengthens brand recognition and trust.
  • Visual branding: Developing a recognizable logo, color palette, and design elements reinforces your brand identity and makes it memorable.
  • Community engagement: Actively participating in community events or causes helps humanize your brand and build goodwill.
  • Customer experience: Focusing on creating a positive customer experience enhances loyalty and encourages word-of-mouth referrals.

These techniques are effective because they build a strong, recognizable brand that resonates with your audience and differentiates you from competitors.To employ brand marketing effectively, consider these actionable tactics:

  • Conduct market research: Understand your target audience’s preferences and behaviors to tailor your branding efforts accordingly.
  • Create a brand style guide: Develop guidelines for how your brand should be presented across all media, ensuring consistency.
  • Leverage user-generated content: Encourage customers to share their experiences with your brand, which can help enhance authenticity.
  • Monitor brand sentiment: Use social listening tools to track how your brand is perceived online and respond to feedback.
  • Reevaluate brand positioning: Regularly assess your brand’s position in the market to ensure it remains relevant and resonates with your audience.

11. Conversational marketing

Conversational marketing focuses on engaging prospects and customers through real-time, one-on-one conversations. This marketing type has several key objectives: it enhances customer experience, gathers insights, and drives conversions. With consumers increasingly expecting immediate responses, this approach is essential for meeting their needs.

When implementing a conversational marketing strategy, consider the following effective techniques:

  • Live chat: Offering real-time support through live chat on your website allows for immediate assistance and helps address customer inquiries quickly.
  • Chatbots: Automated chatbots can handle common questions and guide users through the sales process, providing 24/7 support.
  • Social messaging: Engaging with customers on social media messaging platforms creates direct lines of communication and enhances customer satisfaction.
  • Personalized conversations: Tailoring interactions based on customer data increases relevance and improves engagement.
  • Feedback loops: Actively soliciting customer feedback during conversations helps gather insights for improving products and services.

These techniques are effective because they facilitate immediate communication, improve customer satisfaction, and drive conversions. To employ conversational marketing effectively, consider these tactics:

  • Set up automated responses: Implement automated responses for common inquiries to provide instant support.
  • Train your team: Ensure your team is equipped to handle conversations effectively, maintaining a consistent brand voice.
  • Utilize CRM tools: Use customer relationship management tools to track conversations and gather insights on customer preferences.
  • Monitor engagement: Track engagement metrics to assess the effectiveness of your conversational marketing efforts.
  • Continuously improve: Regularly analyze conversation data to refine your approach and enhance customer interactions.

12. Acquisition marketing

Acquisition marketing focuses on converting leads into customers through targeted campaigns and offers. This marketing type has several key objectives: it drives new customer acquisition, increases sales, and enhances brand visibility.

With effective acquisition strategies, businesses can optimize their marketing spend and ensure a strong return on investment. When implementing an acquisition marketing strategy, consider the following techniques:

  • Lead generation campaigns: Utilizing targeted campaigns to attract potential customers helps in building a solid lead base. This technique is essential for creating opportunities for future sales.
  • Landing pages: Creating dedicated landing pages for specific offers or promotions increases conversion rates by providing focused information to potential customers.
  • Free trials or samples: Offering free trials or samples allows potential customers to experience your product or service without risk, often leading to increased conversions.
  • Referral programs: Encouraging existing customers to refer new clients can enhance your customer base and leverage word-of-mouth marketing effectively.
  • Email campaigns for lead nurturing: Sending targeted email campaigns that educate and engage leads helps guide them through the sales funnel.

These techniques are effective because they directly address potential customers’ needs and concerns, making the path to conversion clearer. To employ acquisition marketing successfully, consider these actionable tactics:

  • Implement targeted advertising: Use pay-per-click (PPC) and social media advertising to reach specific demographics likely to convert.
  • Create compelling offers: Develop attractive offers or discounts that entice potential customers to make a purchase.
  • Use analytics to monitor performance: Track conversion rates and analyze the effectiveness of different campaigns to refine your strategy.
  • Segment your audience: Tailor your messaging to different segments of your audience for more effective communication.
  • Follow up with leads: Implement a structured follow-up process to ensure no potential customer is left unattended.

13. Proximity marketing

Proximity marketing utilizes location-based targeting to reach customers near a physical location. The proximity marketing market is predicted to grow significantly, with a projected value of around $423.67 billion by 2031, showing its increased popularity.

This marketing type has multiple objectives: it enhances customer engagement, drives foot traffic to stores, and increases sales. When implementing a proximity marketing strategy, consider the following techniques:

  • Bluetooth beacons: Using Bluetooth technology to send targeted messages to customers’ smartphones when they are within range of your store enhances engagement.
  • Geofencing: Creating virtual boundaries around specific locations allows you to send promotional messages to customers’ devices when they enter or exit these areas.
  • Location-based ads: Serving ads tailored to users’ current locations helps drive traffic to nearby stores and encourages immediate purchases.
  • In-store promotions: Offering special deals or promotions to customers who are physically present in your store can increase sales.
  • Mobile apps: Utilizing a mobile app that provides location-based services can enhance customer experience and facilitate engagement.

These techniques are effective because they target customers when they are most likely to convert. To implement proximity marketing successfully, consider these tactics:

  • Define your target areas: Clearly identify the geographic areas where you want to reach potential customers.
  • Ensure clear messaging: Craft concise and compelling messages that resonate with customers and encourage them to take action.
  • Utilize customer data: Leverage data analytics to understand customer behavior and optimize your proximity marketing efforts.
  • Monitor engagement levels: Track the performance of your proximity campaigns to assess their effectiveness and make necessary adjustments.
  • Respect privacy regulations: Ensure compliance with data protection and privacy regulations when collecting and using customer location data.

14. Guerrilla marketing

Guerrilla marketing uses unconventional tactics to promote a brand in public spaces, often creating memorable experiences that engage consumers. This marketing type has multiple key objectives: it raises brand awareness, generates buzz, and fosters community engagement.

Guerrilla marketing campaigns are designed to be cost-effective while delivering high impact, often using creativity to captivate audiences. When implementing a guerrilla marketing strategy, consider the following techniques:

  • Street art: Creating eye-catching murals or installations in public spaces can generate significant attention and conversation around your brand.
  • Flash mobs: Organizing spontaneous performances can attract a crowd and create a memorable experience that aligns with your brand message.
  • Pop-up experiences: Setting up temporary installations or events can create a sense of urgency and exclusivity, driving engagement and foot traffic.
  • Public stunts: Executing unexpected and attention-grabbing stunts can generate media coverage and social media buzz, amplifying your reach.
  • Viral marketing: Creating content specifically designed to be shared widely can leverage social media to increase brand awareness.

These techniques are effective because they break through the clutter of traditional advertising, leaving a lasting impression on consumers. To implement guerrilla marketing successfully, consider these actionable tactics:

  • Identify your target audience: Ensure that your campaign resonates with the demographic you wish to reach.
  • Leverage social media: Use social media platforms to amplify your guerrilla marketing efforts, encouraging participants to share their experiences.
  • Plan for safety and permissions: Ensure that your campaigns are safe for participants and comply with local regulations regarding public advertising.
  • Measure impact: Use metrics such as social media engagement, foot traffic, and media mentions to assess the effectiveness of your campaign.
  • Be creative and authentic: Ensure your campaign aligns with your brand values and authentically engages your target audience.

By employing these strategies, techniques, and tactics, you can effectively use guerrilla marketing to raise brand awareness and create memorable experiences.

15. Product marketing

Product marketing focuses on positioning and promoting products to drive demand and sales. This marketing type has several key objectives: identifying target markets, differentiating your product from competitors, and communicating value to potential customers. Effective product marketing ensures a successful product launch and sustains demand over time.

When implementing a product marketing strategy, consider the following techniques:

  • Market research: Conducting thorough research helps identify target audiences and understand their needs, informing your product positioning.
  • Product positioning: Clearly defining how your product stands out from competitors enables effective messaging and communication of its value.
  • Go-to-market strategy: Developing a comprehensive plan for launching your product ensures all stakeholders are aligned and ready to support the launch.
  • Sales enablement: Equipping your sales team with the necessary tools, training, and resources helps them effectively communicate your product’s benefits to customers.
  • Customer feedback: Gathering and analyzing customer feedback post-launch allows for continuous improvement and adaptation of your marketing strategy.

These techniques are effective because they ensure your product resonates with the target audience and meets their needs. To employ product marketing successfully, consider these tactics:

  • Define clear messaging: Develop concise and impactful messaging that communicates the product’s value proposition.
  • Utilize multi-channel marketing: Promote your product across various channels to maximize visibility and reach your target audience.
  • Train your team: Ensure that sales and customer service teams are well-informed about product features and benefits to address customer inquiries effectively.
  • Analyze competitive landscape: Regularly assess competitors to adjust your positioning and strategy as needed.
  • Set measurable goals: Establish specific, measurable objectives to track the success of your product marketing efforts.

16. Word-of-mouth marketing

Word-of-mouth marketing leverages satisfied customers to promote a brand through personal recommendations.

Research shows that 88% of consumers trust recommendations from friends and family more than any other form of advertising, making this marketing type incredibly powerful.

Word-of-mouth marketing has several key objectives: it builds trust, enhances credibility, and drives customer acquisition. When implementing a word-of-mouth marketing strategy, consider the following techniques:

  • Referral programs: Encouraging existing customers to refer friends and family in exchange for incentives can drive new customer acquisition.
  • Customer testimonials: Featuring positive reviews and testimonials on your website and marketing materials builds trust and encourages others to try your product.
  • Social sharing campaigns: Encouraging customers to share their experiences on social media amplifies your reach and generates organic interest.
  • Influencer advocacy: Leveraging influencers to promote your brand authentically can help spark conversations and recommendations among their followers.
  • Community engagement: Actively participating in community events and initiatives fosters goodwill and encourages customers to spread the word.

These techniques are effective because they rely on the authenticity of personal recommendations, creating a powerful influence on consumer behavior. To employ word-of-mouth marketing successfully, consider these actionable tactics:

  • Encourage reviews: Prompt satisfied customers to leave positive reviews on platforms like Google and Yelp to enhance credibility.
  • Create shareable content: Develop content that is easy for customers to share, increasing the likelihood of recommendations.
  • Leverage social proof: Use user-generated content and testimonials in your marketing efforts to reinforce positive perceptions.
  • Engage with your community: Build relationships with customers and engage with them regularly to foster loyalty and advocacy.
  • Measure impact: Track referrals and customer acquisition to assess the effectiveness of your word-of-mouth marketing efforts.

17. Experiential marketing

Experiential marketing focuses on creating immersive, memorable experiences that engage consumers and foster emotional connections with your brand. This marketing type has three main objectives: increasing brand awareness, enhancing customer loyalty, and generating positive word-of-mouth.

According to a recent report, 29% of marketers report using experiential marketing, and of those, 51% say it is one of the most effective trends they leverage. When implementing an experiential marketing strategy, consider the following techniques:

  • Interactive brand activations: Hosting live events or installations that allow consumers to interact with your brand creates memorable experiences that resonate.
  • Pop-up shops: Creating temporary retail spaces allows for unique experiences and direct engagement with customers, driving both awareness and sales.
  • Immersive experiences: Utilizing technology such as virtual reality or augmented reality can transport consumers into your brand’s world, providing a unique engagement opportunity.
  • Product sampling events: Allowing consumers to experience your product firsthand can lead to immediate purchase decisions and positive associations.
  • Collaborative events: Partnering with other brands or organizations for co-hosted experiences can expand your reach and introduce your brand to new audiences.

These techniques create lasting impressions and emotional connections that foster brand loyalty. To employ experiential marketing successfully, consider these tactics:

  • Define your objectives: Establish what you want to achieve with your experiential marketing campaigns, whether it’s brand awareness or direct sales.
  • Utilize social media: Promote your events and experiences on social media to drive attendance and engagement.
  • Collect feedback: Use surveys or direct interactions to gather feedback from participants, helping refine future experiential campaigns.
  • Document the experience: Capture high-quality photos and videos during events to share on your marketing channels and extend the campaign’s reach.
  • Analyze impact: Evaluate the success of your experiential campaigns through metrics such as attendance, engagement levels, and subsequent sales.

By employing these strategies, techniques, and tactics, you can effectively leverage experiential marketing to engage consumers, foster loyalty, and drive growth.

Conclusion

To drive significant business growth and attain success, it is essential to align your marketing strategies with your business goals. Each marketing type offers unique strengths that contribute to different objectives, whether increasing brand awareness or generating leads. Therefore, choose a handful of strategies that align with your goals and work for your business. By strategically selecting the right combination of marketing types, you can create a cohesive approach that meets your business objectives and effectively engages your audience.

https://ahrefs.com/blog/marketing-tactics/

Guide to Types of Marketing: Strategies, Techniques, and Tactics Explained