Which Marketing Tactics Should I Use?

07 June 2022Online Marketing

As a business owner, there is a wide range of different marketing tactics and techniques you can now utilise to help to grow your business.  It can be very easy to get confused and unsure about which methods you should use that will bring the best results for your business. 

Of course, most tactics are now on-line in the form of digital, or on-line marketing and as a Marketing Consultant I’m regularly discussing these different methods with clients.  The primary types of digital marketing tactics include:

  • PPC (Pay per Click Advertising)
  • Search Marketing (Organic Search Engine Optimisation)
  • Email Marketing
  • Social Media Marketing
  • Video Marketing
  • Content Marketing (Blogs, articles, press releases)
  • Display Banner Ads.
  • Podcasts / Webinars
Marketing Tactics

You may have used all or some or of these marketing tactics in your own business but the key is to ascertain what made you decide on which tactics to use; You was told they work, your competitors are using them, you MUST have a social media presence, it was cheap……. Whatever your reason for using certain tactics, the primary objective needs to revolve around your potential customers, as in, what media do they use to research the products and services they are interested in finding more about and ultimately buying.

Yes, you do need to research and analyse what your key competitors are doing but before that you need to know who your ideal customers are and what is the most effective way to reach and communicate with them.

Traditional Marketing

How did you market your services before the advent of the internet (if you’re old enough!) and the evolution of digital marketing?  We used what is called traditional marketing, or off-line marketing.  Some of these methods may well have included:

  • Direct Mail
  • Exhibitions / Events
  • Print Advertising (Magazines / Newspapers)
  • Seminars
  • Public Relations
  • Telemarketing
  • Literature / Brochures
  • Radio / TV advertising

Do you still implement any of the above methods?  If not, you should not dismiss them, they can still add value and prove a potentially valuable communication technique to effectively reach your target audience.  Understandably your marketing budget will dictate which marketing tactics you can look to implement, whether it’s just a couple, or a combination of different media types. 

An Integrated Approach

However, the overriding principle remains the same and that is to research where your prospects, who are your ideal clients and to adopt an integrated marketing approach.  This means utilising different media types and tactics that prove popular with your target audience and successfully reaches them.

For instance, postal direct mail may well prove an effective method, developed within an integrated campaign to include e-shot follow ups and further communication over the phone.

Another example is writing regular blogs and articles that add value to your audience, adding to your website and then distribution and communicating via your social media channel(s), Facebook, Twitter, LinkedIn etc. and including within a regular monthly e-newsletter. 

Whichever techniques you use to reach your desired audience always monitor and measure, know what’s working, where the best results are achieved.  Any good marketing strategy and campaign relies on a positive ROI and you can’t ascertain that if your particular activity isn’t being measured.

What marketing tactics work best for your business?  Leave us a comment below and share your views and experiences.

I hope you found this piece useful, please do let me know if you have any questions or need any advice when developing an effective marketing communications plan for your business.