You’ve likely seen a list like this before — a long catalog of techniques that claim to help your business thrive. However, so many of those lists leave some of the most important strategies out. The difference in our list of marketing techniques? It’s extensive — and we promise not to leave anything out.
Search engine optimization (SEO) is one of the most important and effective marketing techniques out there. It can help you achieve a range of marketing goals from increased website traffic to increased revenue year-over-year.
SEO is the process of improving your website to rank higher in search engines. When your content ranks highly in search, you’ll receive more clicks on ranking pages, more website traffic, more qualified leads, and increased revenue for your business.
SEO includes a range of micro-strategies including:
Similar to traditional SEO, local SEO is used for businesses that serve a specific or small geographic location. When you implement SEO, you’ll rank in local searches on Google which will help you attract leads from your area.
Local SEO consists of micro-strategies like:
Pay-per-click (PPC) advertising is another popular marketing technique for businesses wanting to opt for a cost-effective strategy.
PPC ads show up above organic results in search engine results pages — helping you achieve a prime piece of search real estate.
PPC provides sellers with a fantastic return on investment (ROI) — mostly because of the model it follows. Instead of paying for ad real estate in search engines, you only pay when a user clicks on your ad. And you get to choose exactly how much you’ll pay every time a user clicks your ad.
We won’t get into keyword bidding here, but you can learn more about it on our page about how PPC bidding works.
PPC ads are also cost-effective since they allow you to target your most valuable and qualified customers with keywords and a wide variety of targeting options.
With PPC ads, you can choose to target your audience based on contextual targeting options including:
You can also target users based on the audience:
You can also target users based on demographics:
Aside from targeting, you’ll want to follow these PPC best practices to help you get the most out of your campaign:
Landing page optimization is a marketing technique that can essentially make or break a sale — making it extremely important.
Arguably, landing page optimization could be considered a sub-strategy to PPC marketing, but to explain it in its entirety, we’ve given it its own category.
Landing pages are where users end up when they click one of your PPC ads.
Below is the landing page for one of the candles that showed up in search as a PPC ad when I searched “healthiest candles.”
The goal of a landing page is to ultimately get a shopper to purchase your product. To entice them to do so, an effective landing page includes information like:
Your landing page should include all the information necessary for a shopper to make the decision to buy your product, and it should always feature the exact product that was featured in the corresponding ad.
Social media marketing is a fantastic marketing technique for any business, and here’s why:
More than 2 billion people use social media. That means when you use social media platforms to market your products or services, there is guaranteed to be someone interested in what you have to offer.
Social media marketing is the process of marketing and advertising your brand on social media platforms. There are a variety of social platforms that you can use in your marketing strategy. In the list below, click any platform to learn more about how to market on it, and how WebFX can help.
You can even create social media ads to advertise specific products and services. We’ll talk about this next!
Although each platform has its own unique characteristics and features, the benefits of having a social presence for your business remain consistent across all channels.
When you use social media to market your business, you’ll see:
To successfully implement social media as a marketing technique, you should:
Social media advertising is a great marketing technique if you’re looking to take your social marketing one step further.
When you market your business on social media, you create posts that lead users back to your website, make connections with your followers, and foster leads.
With social media advertising, you can cut right to the chase and sell your products to your followers with social media ads.
Social ads show up as a part of users’ feeds, although you can also opt for story ads on platforms like Instagram and Facebook.
There are a wide variety of social media advertising strategies to consider, and you should look into them all before planning out your strategy.
As far as ads, most social platforms, including Facebook, Instagram, LinkedIn, and Twitter, among others, offer proprietary ad platforms that allow you to keep all your social media marketing efforts in the same place.
When you opt for social media ads, you’ll follow these basic steps:
Anyone that said email marketing is dead has never purchased anything from a special offer email. If you subscribe to branded emails, you know how effective they can be at selling products and increasing brand awareness.
Email marketing is the process of marketing your products or services via email — and also serves as a great channel for multi-channel marketing.
For example, you can share links to your latest blog post, links to your social profiles, and videos that you’ve created for your YouTube channel.
Email marketing is a great strategy for nurturing leads and appealing to them at every stage of the buyer journey. For example, you could send a generic “welcome” email to those just joining your list, and customer loyalty deals to shoppers who have bought from your brand numerous times.
You can also send monthly newsletters that keep customers in the loop about weekly deals, events you’re hosting, or company news.
To succeed at email marketing as a marketing technique, be sure to:
You can accomplish a variety of goals with email marketing including:
Video marketing is one of the fastest growing and most effective marketing techniques available.
Video marketing is the process of marketing your products and services, either directly or indirectly, through animation or live footage.
You can directly market your products or services in your video by:
You can also create videos that work to boost brand awareness:
You can use the videos you create in your website’s content, post them on your social media profiles, or share them in email newsletters. You can also opt for video ads!
Content is the key to all marketing strategies. That’s because, without content, you’ll have nothing to share in your email newsletters, you won’t have anything to link to in social media posts, and you won’t have anything for Google to rank in search engines.
Creating and posting informational content is a marketing technique that your strategy won’t survive without.
To create content that wins search, you should:
The goal of your content is to inform users about a topic while setting yourself up as an expert on that topic. From there, your content should cultivate trust between you and your site visitors, which will lead to conversions, word-of-mouth marketing, and loyal customers.
The overall goal of creating website content is to rank highly in search engines, which you can achieve by targeting the right keywords and optimizing your content for search engines.
Omnichannel marketing is one of the keystone marketing techniques since it connects all your marketing channels into one efficient system — making the conversion process seamless no matter what platform your audience uses.
If you opt for more than one marketing strategy, it’s essential that you tie them together to reach users at every touchpoint.
Here are some examples of omnichannel marketing:
Users trust brands that appear consistently on all platforms and omnichannel marketing can help you do just that.
More than 90% of users trust an influencer’s recommendation over a brand — making influencer marketing a fantastic marketing technique if you want to build your brand fast.
Influencer marketing is the process of connecting with famous influencers and getting them to market your product. Typically, influencer marketing takes place on social media platforms where influencers post their content.
When influencers post about your product, your brand is marketed to an expansive audience — allowing you to build brand trust and sell more products.
Keep in mind, not every brand is fit for influencer marketing. If you’re a small business just starting out, it’s highly unlikely that you’ll be able to catch the attention of a movie star and get them to market your product.
However, if you partner with a digital marketing agency like WebFX, they can help you understand the possibilities of influencer marketing for your business and help you connect with influencers to gain traction for your product.
Google not only ranks your content based on its relevance or how it satisfies search intent. Google also considers the quality of the experience that users have on your website.
In short, Google doesn’t want to send traffic to a website that doesn’t function properly or doesn’t provide users with a seamless, enjoyable experience.
That said, user experience optimization is one of the single most important marketing techniques — simply because it helps you earn your way into search results.
Not only that but providing site visitors with a memorable experience also benefits you in other ways. A great site experience will:
Ever since the rise of Siri on iPhones and Amazon’s Alexa voice-activated devices, voice search optimization has become extremely important.
If you want to opt for a marketing technique that will deliver well into the future, voice search optimization is a great option.
Voice-activated devices aren’t going away — given that voice search will account for 50% of all searches this year.
Voice search optimization is the process of implementing keywords and phrases that appeal to users who search for your products and services by voice.
To do this, you’ll want to optimize your content to:
Competitor geofencing is a marketing technique that can help you advertise to your target customers when they are within proximity to your storefront. That said, this strategy is meant for businesses that own a storefront.
The goal of competitor geofencing advertising is to provide a push notification or timely advertisement for your product or service when a shopper is close to your physical storefront.
For example, if you’re within a few blocks of a sushi restaurant, that restaurant might have a geofencing strategy that sends a push notification discount to people within a certain proximity.
Geofencing works by drawing a virtual fence around an area where you want to target customers. You can make this fence as big or as small as you’d like, and there are benefits to each — depending on your goal.
For example, a bigger geofence will help you target a wider range of people, but they might not all be quality leads. When you draw a smaller fence, you’re likely to get more foot traffic to your store since you’re targeting people that are physically close.
You can even draw a geofence around your competitor’s location to entice their store visitors to visit your store instead.
One of our final marketing techniques is reputation management.
Your online reputation is important. When it comes to shoppers, 80% of them say online reviews have changed their mind about a purchase, so even just a few bad reviews can keep customers from converting.
This statistic makes reputation management a must-use marketing technique.
Reputation management is the practice of creating valuable content that overshadows and even disguises negative content.
Here are a few ways that reputation management can help your business:
Every month, more than 197 million people visit Amazon.com. If your business also operates an ecommerce store, Amazon marketing is a fantastic strategy to increase your reach and improve your sales.
When you opt for Amazon marketing as a marketing technique, it involves a few different strategies.
Online marketplaces have exploded as an effective way to sell products. Not only can you opt to sell on Amazon but you can also advertise on Target’s website as well.
There are stipulations though — one of the most important being that your brand must be personally invited to sell on Target’s site. To be invited, your brand will have to be well established, so Target Plus marketing isn’t a great option for new businesses.
If you do get the invite, your products will stand alongside Target’s own products and you’ll undoubtedly boost brand recognition and revenue.
Walmart Marketplace marketing is a great marketing technique that helps you reach millions of unique visitors. Like selling on Amazon, selling on Walmart’s website associates your brand with a well-known, trusted household name.
However, to sell on Walmart Marketplace, you’ll have to receive selling approval by applying to be a seller and follow Walmart’s pricing model if you get accepted. Walmart charges a small referral fee for each product you sell ranging from 6% to 15%.
If you’re accepted to be a seller, your timeline will look something like this:
Offering free resources is a fantastic marketing technique since it provides users with something valuable without asking for anything in return.
Free resources might include:
Here are some benefits of offering free resources:
You can provide these resources on your site pages, within an email, or on social media — among other mediums. You could even use the delivery of your free resource to build your email subscriber list by asking for an email address to send your free resource!
Collecting positive user reviews are one of the most effective marketing techniques.
With 80% of online shoppers saying that online reviews have changed their mind about a purchase, it’s a no-brainer that the weight of online reviews is heavy.
Not to mention, mobile searches for “product reviews” have grown by more than 35% — showing that shoppers are always interested in finding out what other shoppers have to say about a product before they purchase it for themselves.
You can encourage shoppers to leave reviews by setting up a contest like Anthropologie did on their website, or simply asking for user reviews in emails or on social media.
Anthropologie's baked-in approach to collecting reviews is an example of a low-hanging review-soliciting opportunity.
Now, let’s talk about how some of the best brands in the world use the marketing techniques we talked about to grow their brand.
Here are a few of our favorite marketing techniques examples.
The Bouqs Co., a popular flower delivery brand, practices SEO on their site by implementing target keywords on their latest article about Mother’s Day flowers.
As you can see, they’re likely trying to rank for keywords including:
They use all these keyword variations in their content, which they likely curated by doing keyword research making them a great marketing techniques example.
Taqueria Feliz, a popular taco joint in Philadelphia, combines local SEO and PPC to dominate search results for the keyword “tacos near me.”
As you can see in the first box, the restaurant opted for a PPC ad targeting local users with the keyword “tacos near me”, which you can determine from the “Ad” tag in the upper left corner.
The eatery also claimed and optimized their Google My Business profile — making them stand out as number one in Google’s local SEO 3-pack.
The popular ice cream chain Baskin Robbins took to Facebook recently to share one of their new product offerings — their DIY sundae kit.
Instead of posting an all-text post or a static image of the ice cream supplies provided, Baskin Robbins elevates their post (and their engagement) by posting in video format instead. Not only does the video give users a better idea of what’s included in the kit — making them more likely to buy, but it also entertains users and increases engagement.
Old Navy has long been a favorite clothing brand, and they hit the nail on the head when it comes to email marketing.
First, check out their engaging and enticing subject line — “Alert: You ALMOST missed our Thank You event.” With a subject line like that, users will be more likely to open the email, simply because they’re worried about missing out on something. Not only that, but the word “alert” at the front of the subject line creates a sense of urgency.
Their email includes multiple CTAs, giving users more than enough opportunities to visit their website and purchase a product.
Not to mention, most of their CTAs are special offers and deals.
The clothing and home furnishings brand, Anthropologie, provides a fantastic marketing technique example with their multi-channel marketing.
In the footer of their website, they provide an email subscription form, a button to “get email,” and a block of social buttons.
Their website footer alone ties all their website pages to two other marketing channels — social and email.
If you visit their Twitter, they share links to their website in almost every post, connecting their social efforts to their website and increasing leads through Twitter.
So how do you know what marketing techniques will be the most effective for your business? We’ve specked out some customized marketing strategies based on the type of business you own and the goals you want to accomplish.
As an SMB, it’s most important to focus on brand awareness and lead generation. We recommend the following marketing techniques:
If you’re an enterprise business that’s been around the block, we suggest a few additional marketing techniques. You’ll want to opt for all of the suggestions that we mentioned for SMBs, plus the ones below.
If you’re hyper-focused on increasing qualified leads to your website, these are the marketing strategies you should adopt:
If you’re hyper-focused on increasing traffic to your website, these marketing strategies are for you:
Increasing brand awareness is important for new businesses, or businesses that want to grow their reach. Here are some 2020 marketing techniques that we recommend for increasing brand awareness:
Budget is important to any marketing strategy. Here are the strategies we recommend if you’re operating on a smaller budget:
If you market your business properly online, you can see astronomical growth. Our guide to the best marketing techniques of 2020 is a great resource to help you boost brand awareness, increase leads, and sell more products year over year.
That’s why we’ve decided to create a free resource in the form of our marketing techniques PDF to help you keep valuable marketing strategies handy at all times.
Download below for free!