Innovation and great service count for a lot, but every business needs a strong customer base to find sustainable success. The right marketing strategies may mean the difference between reaching your customers, or reaching no one at all.

There are two categories of basic marketing strategies — online and offline — and the balance between these strategies is changing. It is predicted that by 2021, marketing leaders will spend as much as 75% of their total budget on digital marketing (rather than traditional marketing). While offline marketing strategies include print advertising, cold calls, and trade shows, online marketing is expanding to fill the environment of new digital media channels. This change in focus from traditional to digital has led to a variety of potential online marketing strategies your organization can use to find and support leads.

 
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With so many available platforms and channels all being used by potential clients, there is a wide variety of marketing strategies tailored to the connected customer. Here are several to consider:

  • Content marketing strategies
    Content marketing is based around the strategy of creating and distributing content that your target market finds valuable, relevant, and consistent. As you generate content that your customers want to see, they will actually seek it. Ideally, this will drive them to learn more about your product or service, eventually leading them to make a purchase.
    The “content” part of content marketing can take several different forms, such as infographics, videos, and podcasts. It provides your customers not only with interesting information, but with something they will want to share with their friends and family via email and social media. If the content is interesting enough, your customers will spread it for you.

  • SEO marketing strategies
    Search engine optimization, or SEO, is based around increasing the number of visitors to a website by improving the site’s ranking on the results page of search engines like Google or Bing. The higher a website’s ranking on those pages, the more likely it is that potential customers will visit the page. Essentially, it makes the website easier to find.

  • Email marketing strategies
    Email is undoubtedly one of the most effective internet marketing strategies available. In fact, 80% of marketers agree that email is core to their business. Email marketing begins with a welcome email to new customers, thanking them for opting in to your email list. From there, it can go on to announcements of new products and services, newsletters about company news, or even coupons and sales offers. You can send out promo codes to give customers an incentive to buy, and you can track those promo codes to determine just how effective your email campaign has been.

  • Mobile marketing strategies
    Mobile marketing is made up of ads designed for mobile devices, such as smartphones and tablets. According to Pew Research, 68% of adults have a smartphone, and 45% use a tablet. Users respond differently to advertisements on smartphones and on tablets, so adjust your strategies accordingly.

These strategies can and should be combined, for a more complete approach to digital marketing.

 

 
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In a world where everything is connected, technology has made it possible for businesses to integrate all of these channels under a single roof. By using dedicated tools such as Salesforce, you can gather and share data across all strategies and generate valuable business insights about how to continue to improve your marketing strategies.

With the right tool, you can build your strategies from the ground up, focusing specifically on your target markets. From market research to execution, and everywhere in between, you can chart your strategies and analyze the results, then adjust your campaigns as needed. At the same time, you can use integrated customer relationship management (CRM) tools to communicate with your customers and disseminate new messaging.

It all comes down to data. The better data you have, the more insights you will have into what works and what doesn’t. Better data means better marketing, and better marketing means more money for your business. Personalized, segmented, data-driven marketing will help you reach the people who will help you reach your goals. With the right research, tools, and execution, your marketing strategy can bridge the gap between your product or service and the customers who want it.

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