50 Types of Marketing Strategies for Promoting a Business
Updated February 3, 2023
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:
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.
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.
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.
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.
Related: Guide: What Is SEO?
5. Pay-per-click advertising
Pay-per-click (PPC) is a form of paid advertising. Every time someone clicks on your ad, the company pays a fee. 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.
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.
8. Influencer relationships
Many brands partner with public figures who have large followings to promote their products and services. This form of marketing has been successful since many users trust the opinion of the influencers they admire.
9. Print advertising
This is a traditional form of advertising. 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.
11. Radio marketing
You can reach specific audiences based on the listener demographics of radio stations. Brands often use voice actors and interesting sound effects in their radio ads. When creating radio ads, companies may consider which stations best cater to their target audiences.
12. Streaming services
As video and music streaming services continue to grow in popularity, many advertisers use these platforms to reach more niche audiences. Since these services can capture much more user data than traditional television or radio, brands can create more personalized ads. 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 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.
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.
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.
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.
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.
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.
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.
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.
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.
37. Content curation
While posting original content on social media is useful, brands can create a more authentic social media presence by sharing outside content that aligns with their style, values or aesthetic. Content curation ensures the company develops a consistent brand aesthetic and voice. This can help build consumer trust.
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.
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.
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.
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 in-depth educational content.
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.
Customer surveys are one way brands can get feedback. They use the responses they receive to make changes to their business practices. This can help companies improve their customer service practices.
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.
Some brands give customers the option to personalize their products. Many people enjoy being able to create one-of-a-kind products for themselves. Likewise, offering embroidery or engraving services lets people add a personalized touch to their purchases.
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.
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