When I mention marketing, it probably conjures up images of door to door salesmen, people jumping on the phone and making sales calls to prospects. But in reality, marketing is happening all the time, albeit in more subtle ways.
In order for us to understand marketing as a whole, we need to understand the different types of marketing that exist today.
This is quite a long list – 40 types and there’s still more coming online every week.
They are arranged in alphabetical order for your convenience.
Account based marketing is a people focused marketing strategy where a team is dedicated to a customer. They treat every customer as if they are the market that they are marketing to.
Teams create content, host events and run campaigns targeting these customers, rather than a general niche or market segment.
In such cases, market research is conducted, a persona is crafted and marketing campaigns are built on solid analytics data in order to get the marketing message 100% correct.
Acquisition marketing relates to the creation of content to attract new visitors to your website, capture them as leads and convert them into customers.
Tactics commonly used to achieve this are SEO (Search Engine Optimization), SEM (Search Engine Marketing – Paid Advertising), software trials, written content, lead generation campaigns and lead optimization strategies.
Affiliate marketing refers to a business, registering with a network, or creating their own Affiliate program. They create content related to their products and services, then search for affiliates to promote this content.
If the promotion of mentioned content results in a sale, the affiliate is paid a commission.
Brand marketing is the act of developing relationships with potential customers by being active on all the platforms where they are.
The Brand creates consistent content with a specific tone of voice, imagery, logos, colors and anything else specific to the business.
Through storytelling, humor, creativity and inspiration, the brand cements a perception of their business in the minds of their followers, often resulting in loyal customers.
Buzz marketing is the act of building anticipation for an upcoming event. This event could be any number of things, but most often relates to product launches.
It’s a viral style of marketing leveraging influencers to create word of mouth marketing that quickly spreads. To do this, brands need to create unique and vibrant content to engage and excite potential customers.
Campus marketing makes use of college students to promote your brand. Often brands will give samples, trials or freebies to the brand ambassadors that want to work with them.
They will often setup stalls, booths and host parties and events to spread the message to fellow college students.
A popular way for them to do this is spread the message across their and the college social media platforms, making school announcements and letting speakers read short snippets over intercoms in college.
Cause marketing is a type of marketing that takes social responsibility into account.
Brands create awareness about a cause.
This can be done through the act of sponsoring cleanups, assistance at events, wearing specific apparel with printed statements, they can also host events to make light of the cause or do fundraising.
Content marketing is all about creating content. Once created, the content is distributed to websites, blogs, social media channels and anywhere else that your target audience may be present.
The most common forms of content are images, videos, digital courses, eBooks and webinars.
Contextual marketing is based on the consumer behavior online. The marketer uses pixels and cookie data to track and analyze site visitor behavior.
They then craft messages that resonate with the consumer and distribute content or create ads that speak directly to the wants and needs of the consumer.
Conversational marketing relates to the marketer being available across multiple channels that allow for 101 conversations with potential customers.
Popular channels could include live events, trade shows, messaging apps such as Facebook Messenger, WhatsApp, Telegram, Viber, Twitter, Live streams, Slack or even email.
Phone calls were once the bread and butter for many marketers, but people love messaging platforms more than sales calls.
Controversial marketing is about getting the emotions worked up among potential customers.
This form of marketing just wants to get people to stand up and take notice, get people ready for action and pull together for a common cause.
Marketers using this strategy have to tread carefully, not to cause any rifts or divisions among people.
This form of marketing can be a great way to start some productive conversations though.
Customer marketing is about going above and beyond having a customer on your email list.
In this form of marketing, a business goes above and beyond the client expectations, delighting them with treats, gifts, extra service and free goodies.
Delighted customers are more likely to remain loyal and become brand ambassadors ready to spread the word and give positive reviews of a business that looks after their customers in every way possible.
Digital Marketing relates to any type of content that is created for the internet. It is created on an electronic device, and distributed across social media sites, websites, and blogs, via email and search engines.
Email Marketing is a series of emails sent to customers who have willingly signed up and joined your email list.
Your emails could be informative, humorous, educational or personal. Either form of email can nurture your subscribers down the path in their buyer journey.
Event marketing is based on hosting an event for the sole reason of promoting a brand, product or service.
Events can happen offline or online. Businesses can host, partake in or sponsor events.
Experiential marketing relates to events where brands are trying to forge relationships with their target audience.
The brands are trying to let potential customers have an emotional experience that will create an emotional bond between the customer and the brand.
These could be 1:1 conversations, trials, interactions, experiments, or simple experiences like tasting food, wine, beer or anything else.
Field marketing is about the creation of content for customers to finally make up their mind and buy.
At the end of the buyer journey, people have found your business, shown interest and are now in the decision phase. In this phase they need the last bit of convincing that you can do what you say you can do.
Great content for this phase of the funnel are testimonials, case studies, reviews and comparisons.
These types of content help the customer take the golden step you’ve been waiting for, action (sales).
Global marketing is about the creation of new revenue streams from other countries.
A business will reach this stage when they feel like they have saturated their local market and are looking for new avenues of expansion.
They will do market research of other countries to gauge whether their products or services will be a good fit for those markets.
Once they’ve identified countries where they think their business can profit, they will create the products and services for those markets. Sometimes a rebrand for each market is required, but all of those factors are part of the market research.
Branding for each market will be created to reflect the values, thoughts and aspirations of each market, so that customers can connect with and identify with the brand.
Guerrilla marketing is the act of creating bold, sometimes clever marketing tactics to be placed in high traffic locations.
Social Media and Search Engines are often the best tools to accomplish this. With viral marketing tactics being the most obvious choice.
The goal of this marketing tactic is to grow brand awareness in a cost effective manner and create a connection with customers.
Inbound marketing is the act of creating useful content that has a positive impact on other people and your business.
This content attracts prospects and customers to your website.
Once visitors arrive, you engage with them via email and chat messaging.
You keep providing value by educating them, give tips, tricks, hacks and go out of your way to help and guide them in any way you can.
When you keep creating content that addresses their problems, you attract qualified customers while building trust and credibility for your business.
Influencer marketing is the act of approaching someone on social media with a large following.
Influencers are seen as people who are experts at what they do and are often idolized by their fans.
Whenever their star sends a message to their fans, they are often all too ready to do exactly as instructed.
Businesses try to capitalize on these large networks of dedicated followers by approaching influencers and offering them large sums of money to promote their brand to the followers.
It’s a quick and easy way for brands to get massive exposure from a trustworthy source.
But, brands need to ensure that their products and services are a good fit for the audience of the influencer they approach.
Brands also should do research on the influencers, before approaching them.
If previous attempts were made to pitch a similar brand without success, there’s probably little to no chance of your brand succeeding.
Informative marketing uses data to make specific statements. It’s a very technical form of marketing, where cold hard numbers and facts are put together in very convincing terms that focus on converting a visitor into a customer.
This marketing tactic focuses on the features and benefits that your products or services provide in order for them to solve the problems experienced by your customers.
A common tactic used is comparing your product to a competitors.
Interactive marketing is a modern form of marketing that harnesses the power of interactivity to engage and capture the attention of potential customers.
Potential clients are given the opportunity to interact with and engage with your content within visuals, video, chatbots or anything else you create.
By creating interactive content in this manner, you’re already creating a bond with the customer, through emotional storytelling.
If done right, you won’t need to do much to convince potential clients to join you, they may just be beating down your door demanding more of the same.
Multicultural marketing is based upon the understanding of diversity within our world.
In this type of marketing, brands create content that targets various ethnic groups, with the intention of addressing them while taking their cultures, religions and customs into account.
Diversity should form part of every brand’s overarching audience.
By being inclusive of all ethnicities, your brand will begin to understand diversity in most countries, because there are many countries where diversity is commonplace and there is no dominant ethnic group.
Native marketing is similar to influencer marketing, but in this form of marketing it relates to collaboration between brands to distribute content to a much larger and broader audience through storytelling.
Brands will approach and pay other publishers with large follower numbers to create a sponsored article or video.
Normally the content a brand wants to have created, is closely related to their business, and could be a good fit within the content of the publisher’s website or social media channels where they have a large following.
The sponsored content will often match in the look and feel of the publisher’s brand or social media content, making it seem as if it is just another natural piece of content from the publisher.
In this way, brands are able to reach audiences that they would probably never have reached on their own.
Neuromarketing is a mix of neuroscience and marketing tactics to understand the emotional response people have to content created by a brand.
When a brand can understand the emotional influence types of content have on potential customers, they can use this data to visualize the impact it will have on their future marketing campaigns,
This data can also be used to implement a strategy to create more effective marketing materials that have the most beneficial reaction to the brand.
Outbound marketing is traditional marketing.
Outbound marketing used to be very intrusive and difficult to measure the effectiveness of.
This method of marketing includes Ads in all their forms, on Tv, YouTube, Search engines, in the post, flyers, billboards, telemarketing, posters and email blasts (spam).
Partner marketing is the act of sourcing partners to sell a product or service to their customers.
Often a Brand will create a dedicated partner program where partners can then login and find details of products and services which they can sell
Partners often get revenue share, based upon sales generated or get ongoing commissions.
Each business has its own style of partnership.
Personalized marketing is about digging into the analytics of your customers.
Once you understand your customers, ie; who they are, what they do, what they like, what their habits are, how much they spend, what their hobbies and other interests are, their education and their location, then you can use this information to create more personalized massages to directly communicate with them.
People prefer being addressed by name and receive messages that they’re interested in.
Within marketing terms, we call this segmentation, based on interests. This helps us send the right message to the right group of people, based on their interests, making for more engaged customer lists and prevents churn.
This can lead to greater customer loyalty and more word of mouth advertising for your brand.
Persuasive marketing is a marketing tactic in which there is a play on the emotions of potential customers.
Few facts are presented, but rather, stories are used to evoke emotional connections within the audience.
When a brand can make an audience feel emotion and then send the right message while people are emotionally connected, they can form strong bonds with these people.
Once a potential customer feels an emotional bond with a brand, they will often be loyal customers for life.
Product marketing is all about the launch of a product to a willing market.
The intention with product marketing is to create demand.
In this form of marketing, brand considerations are deciding which products to release, positioning and messaging.
During the launch a brand needs to ensure that all salespeople and customers understand the product features and benefit.
Proximity marketing is about using Geofencing and Beacons.
Beacons are Bluetooth apps useful for Bluetooth enabled devices.
How Geofencing works is brands use software to create a virtual digital fence around their or any business of their choosing. Or another way, is to place a beacon on a map, then set a radius around the beacon.
When people with Bluetooth enables devices enter the virtually fenced area, they will receive alerts.
These types of alerts can be used to promote discounts, sales, new product launches or anything the brand wishes to communicate with customers.
One of the best features is sending alerts to customers to let them know of special promotions and sales the minute they walk in the door.
Relationship marketing is a marketing tactic that focuses on the creation of deeper, more meaningful relationships with customers.
This form of relationship marketing leads to long-term brand loyalty.
Instead of short sighted goals, relationship marketing heavily invests in building a relationship with current customers to save on the expense of acquiring new customers while improving on the Overall Customer Lifetime Value.
#34 Search Engine
Search engine marketing relates to both SEO and Paid search engine placements.
Every time you type a search query in a search engine, the Search Engine Results Pages (SERPS) return both types of results. Organic and paid results.
While SEM generally refers to paid advertising to get a top spot in search engine results for a specific keyword, SEO refers to content.
SEO or Search Engine Optimization refers to the creation of web properties that are designed to attract visitors from search engine results through the optimization of keyword placement within content and inbound links from relevant Quality sources.
Correctly built and optimized web assets can result in top search engine results, preventing a brand from spending money on Ads.
SEO is warm traffic, while paid traffic is cold traffic.
Warm traffic means that someone has already taken an interest in your content and has clicked through to your site.
Cold traffic on the other hand, are visitors who had an ad placed in front of them. They may have clicked on the ad to see where it takes them, but generally, ads perform much worse than organic traffic when it comes to converting visitors to customers.
#35 Social Media
Social media marketing is about researching your audience, creating content with the right messaging for them and understanding where they spend their time.
Each social media platform caters to a different audience, so brands must research and understand where they should spend their time.
Brands also need to take into consideration that the type of product they they have, may not be a good fit for a social media platform.
Health and sex based products are not readily accepted on some platforms, while others have no problem with it, provided the guidelines are adhered to.
The top five platforms are Facebook, Instagram, Twitter, Pinterest and LinkedIn.
Each platform also has different formatting requirements, so brands must customize and create content tailored to each platform.
Promoting content to these platforms requires a strategy that includes goals, objectives, consistency and measurement.
Stealth marketing happens when brands partner with actors or celebrities to promote their product or service without the celebrities disclosing the partnership.
Brands can also use pseudonyms so that people do not know who is behind the name.
Examples of stealth marketing are the creation of fake viral videos, using influencers, getting actors to endorse products and placements in movies.
User generated content (UGC) marketing is when a brand interacts with their customers online and make sure to record the interactions.
These interactions can be in the form of quizzes, contests, giveaways, polls, comments, likes, follows or any other form of interaction.
The most common form of User Generated Content is questions and opinion requests from brands.
Brands ask for input, ideas and anything else that would help them create better, more meaningful content for their followers.
Any recorded interactions are repurposed into multiple content formats and distributed across all channels on the internet, from websites to social media channels and beyond.
Video marketing is about the process of creating informative, educational or entertaining videos.
These videos can then be uploaded to your website, YouTube, Vimeo, Twitter, Snapchat, TikTok and any other social media platforms you happen to be active on.
Videos have become very popular forms of content and are a very effective way to increase brand awareness, generate more customer interest, and make sales.
Voice marketing is about answering common questions based on the queries people often search for online.
Voice marketing can be effective in leveraging smart speakers like Alexa and Google Home to educate people.
#40 Word of Mouth
Word of mouth marketing is probably one of the most important marketing tactics that a brand could ever wish for.
Word of mouth marketing is when a customer recommends your brand to their circle of influence, be it friends, family, community or co-workers.
It’s the most trusted form of marketing over any other.
Brands do not control this form of marketing, but have an influence over it through their actions.
To get word of mouth marketing working for your brand, you brand needs to provide excellent communication, top quality products and excellent customer service.
To achieve this, your brand needs to shift focus from profit, to customer centric operations.
If you don’t have customers, you don’t have business – simple.
Put your customers first, be respectful, be polite and friendly in all situations, delight them, be responsive and treat them well.
This will get you word of mouth marketing, loyalty and trust from your customers.
Marketing Your Business
Now that we’ve covered all the types of marketing you can do for your brand, let’s dive into the components that make up a marketing campaign so that you can get started marketing your business.
Components of a Successful Marketing Campaign
No marketing campaign will work, unless you have a strategy. So let’s have a look at a few things you will need to do in order to build your strategy:
- Set Goals
- Set a Budget
- Set a timeline
- Source manpower
- Market Research
- Competitor Research
- Demographic and Psychographic Data
- Do Keyword Research
- Build Personas
- Research the right platforms for content distribution
- Source content or have it created
- Map out the distribution process
- Delegate key functions
- Delegate brand monitoring teams
- Delegate engagement teams
- Tweak and Optimize
It’s quite a bit to do and it’s a lot of work. For a small business, it is often too time consuming, or too much work to do. It can also work out to be very expensive if you try doing everything yourself with available tools.
What are the Options?
You can try doing it all yourself, or you can hire an intern to do it all for you. Even that might not be enough for you to see the traction you want to see.
In that case, you may want to consider talking to a team of marketers that will work outside of your business and get everything done for you.
- Give you back your precious time
- Let you use your resources where they’re most needed
- Put your focus back on running your business
- Get more leads in the door
- Know that your brand and reputation are in good hands
All services in one place
Are you tired?
I know many business owners that wear multiple hats. I was guilty of this too. I tried to spread myself too thin, then never really got anywhere.
I know how it can feel when you’re overwhelmed by the sheer amount of tasks that need to be completed from day to day.
- Managing production
- Dealing with client complaints
- Dealing with employees
- Dealing with vendors
- Transportation and Logistic
That’s only five main topics, within each one there’s probably ten to twenty topics of discussion on their own.
Marketing didn’t even feature here.
I want to help you!
As a businessman myself, I completely understand where you are right now. I was in your shoes.
- I wanted full control
- I felt like no-one else could do this properly
- I wanted to be the only contact in the business
- I wanted to be front and center of the business
- I wanted to do everything
What happened to me? Why am I talking in the past tense about my business? Well, you see, I burnt out and I quit!
I had an IT Support Business and also did Digital Signage Installations for Various customers.
Being stubborn and not listening to advice, I did everything. I had long days, long nights, restless sleep and long drives to do everything for my customers.
1 ½ years in, I threw in the towel and told my clients I couldn’t do this anymore.
In Hindsight, It was a Blessing!
When I look back at my failed business, I realized that I had done too much for the business. I had allowed it to consume my whole life.
There was no work-life balance. In that line of work, it was all work and nothing else.
That I realize is completely against a wholesome life where work and life are equally balanced.
What I should have done was:
- Hire assistants
- Train them
- Delegate tasks
- Monitor and Manage
- Get feedback and guide them
When I understood this process, everything changed. I moved in a different direction and landed where I am today.
I’m here to help, so, what can I help with?
Let me start by asking – What are you struggling with?
Are you struggling to get content created for your business?
We can help with that. We’ll help craft content for your website and all of your social media profiles.
Are you struggling to consistently market, day in and day out?
In order for your marketing efforts to work, you need to either buy ad space, or you need to create and post content every-single day, like clockwork.
We do this for a living. We create content, add it to a repository, catalogue everything, and then plan posting by Day, Week, Month, Quarter and Year.
Are you using the Right Platform to Target your Ideal Customers?
If you’re posting content to and running ads on the wrong platforms, then you’re wasting time and money.
With all of our market research and insights within various industries, we know where to find your customers and know what types of content they’re more likely to consume.
Let us help you get in front of the right people, where they congregate online.
Work With Us
Do you have a documented marketing strategy?
A marketing strategy is a bible for your marketing team to know who, what, where, why and how to market your business. Without a documented process for them to follow, they’re flying blind.
If you don’t have one, you should get one in place. We can help you craft one that will help you speak to your customers, the right way.
Have you got Specific Goals for your Business?
If you have goals for your business, that’s great! Are they aligned with your desire for your business growth?
If your goals aren’t specific enough, you’re going to go off the mark.
You need SMART goals. We’ll help you define goals that are Smart, Measurable, Actionable, Reasonable and Timely.
With the right goals in place, with someone holding each member of the business accountable and measuring performance, your business will be right on track to achieving your goals.
Are you measuring the Right Metrics?
Did someone tell you that likes, follows and shares are the metrics you should care about? Those are vanity metrics. They may provide information about your awareness and engagement, but not the metrics you should focus on.
The metrics you should care about are:
- Traffic Sources
- Time on Page
- Bounce Rate
If you really want to grow your business, you should focus on one to five metrics. Get to know them intimately and understand exactly how online activity affects your statistics.
We can help setup tracking pixels, tracking code, compiling records and reports, then help you understand them in Plain English.
What Marketing Guidance or Assistance do you need?
We’ve given you a rough guide to what we do. But, it’s not all. We do a whole lot more that we will go into in other Blog Posts.
Here’s a List of the other services:
- Social Media Marketing
- Local Business Listings
- Google My Business Management
- Facebook Page Management
- Stationery and other Corporate Media Created
- Branding of all types
- Blog Posting and Management
- Website Development
- Google and Facebook Ad Management
- Pinterest and Instagram Management
- Digital Content Production
- Labels, Stickers, Box Designs, etc.
- Product Photography Services
You can probably name a marketing service and we do it. All that now remains is for you to let us know how we can help you.
I’m sure you could relate do some of the things I said about trying to do everything yourself.
So, let us in, let us help and let go of all that stress associated with marketing your business.
What You’ll Get
The process of working with us is simple really. We believe in total transparency.
When you decide to sign up with us, you’ll immediately be requested to meet me in person over a zoom call.
I believe we build relationships with the people we can see, have constant communication with and can ask questions anytime.
During the meeting, we’ll get to know one another, how each business operates and exchange information about what our business is about and how we can each benefit from the relationship.
After the Meeting
Once the meeting concludes, you’ll be asked to complete a questionnaire. In this questionnaire, we ask for details about your business, request content, logos, legal requirements and other important information, so that we can begin our work.
Once we’ve completed the formalities, you’ll be given access to your own client dashboard, where you can login, view our progress and comment.
We use a number of communication channels:
- Slack for collaboration and communication
- Trello for project management and collaboration
- Calendar for scheduling meetings
- Facebook Messenger
- Zoom for meetings
We are online from 07h00 to 21h00 daily. The beauty of marketing is that a lot of it can be automated, but not completely, it still needs the human touch.
You will have access to your own dashboard to monitor our work. You will also have access to your Trello boards where you can view progress on projects.
With all of the communication channels, it’s easy to get in touch and chat about anything that may be important to share.
Apart from this, we still send weekly and Monthly reports, based on your choices. We have multiple options, but here are some basic reports you could request:
- Traffic Reports
- Engagement Reports
- Hit Statistics
- Sales Reports
As I said, it all depends on your needs.
In this post we covered quite a few things. Let’s quickly recap.
- There’s about 40+ types of marketing and counting
- We went through your options
- I told you a bit about my story
- I offered to help market your business
- I asked you a few questions and told you how I could help
- I told you a bit about other work we do
- I told you want you’ll get when working with us
Well, I think that about sums it up for this post. There’s on piece of advice I would like to close off with.
Marketing can be tough when you try go it alone – There’s just too much for one person to do on their own.
Don’t try doing it all yourself, you WILL burn out!
I understand this completely. That is why I’m here, offering to help. Let’s meet in a zoom chat and let’s see how I can help you overcome your marketing challenges.
If you have any questions whatsoever, use the chatbots to get in touch, we’re responsive and never far from a connected device that will alert us the instant you leave a message.