Finding customers and clients can be one of the most challenging aspects of running a business, particularly if you’re new to marketing. From direct mail to search, many marketing methods require a both large budget and experience to be worthwhile.
Luckily, it’s far from difficult to acquire the skills required to market your business to new customers, clients and users. In this guide, you’ll discover five scalable and effective marketing strategies that you can use to grow your business.
Is your business struggling to grow? One of the first steps in forming a marketing strategy for your business is creating a marketing plan. Learn how to make a great marketing plan for your business in our Marketing Plan Made Easy course.
When you need to rapidly acquire customers, clients or users for your business, only three letters are worth remembering: PPC. Pay-per-click marketing lets you display ads to hundreds of millions of people on a wide variety of online platforms.
PPC itself is a pricing method for advertising – a system of bidding for advertising on a per-click basis. Despite its name, PPC advertising is far more than just a way to bid on advertising – it’s a huge variety of ad networks, platforms and traffic sources.
One of the most popular PPC advertising platforms if Google Adwords. Adwords is a massive advertising platform that spans multiple devices – desktop and laptop PCs, mobile phones and tablets—and millions of different websites.
Adwords itself is split into two networks. The first is the Search Network, which lets you place text ads promoting your business beside search results for keywords that are of interest to your customers.
Advertising on the Adwords search network is simple and straightforward, with few variables to worry about other than your bid type, bid value and the Ad Groups you construct of different search keywords.
Learning how to advertise on the Adwords Search Network allows you to show your ads to millions of people per day. Join more than 2,000 students and learn the basics of creating campaigns with Adwords.
While the Adwords Search Network is a great introduction to PPC advertising, it has some limitations. Not only can the traffic be very expensive; the competition for top keywords can be incredibly high, forcing your ads into a low position.
If you’d like to expand your PPC advertising campaigns beyond the Search Network, you can try using Facebook Ads. Facebook’s advertising platform is a type of display network – a form of advertising that displays your ads alongside other content.
Because of this, its clickthrough rate is slightly lower than the Search Network. It’s also significantly more affordable and forgiving for beginners, with lower CPCs, far more traffic and targeting options that better suit certain businesses.
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While Adwords might be the fastest way to generate search traffic, it’s by no means the cheapest one. Search engine optimization is the art (and science) of optimizing your website to generate natural traffic from your targeted search keywords.
Unlike websites marketed using Adwords, which appear in the top and right section of Google’s search results, websites that are optimized for certain search keywords appear in the white-colored section below Google’s advertising.
SEO’s biggest benefit is its cost, or lack of one. Once you’ve optimized your website and built sufficient inbound links, you’ll be able to generate traffic from a variety of valuable keywords without paying for it, as you would if you used Adwords.
This makes SEO a wonderful ‘second weapon’ in your marketing toolkit. After you’ve found your most profitable keywords using the Adwords Search Network, you could start to optimize them for SEO with on-page keyword optimization and fresh links.
The SEO environment is constantly changing, and Google frequently cracks down on unethical ‘black hat’ tactics. Because of this, it’s important to stay up-to-date with all of the recent search policy changes, such as Panda and Penguin.
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With hundreds of millions of people logging into Facebook daily, social media is an incredibly lucrative source of exposure for your business. Better yet, it’s completely free to use if you ignore Facebook’s myriad paid advertising options.
Social media marketing has grown from a fringe marketing tactic into a foundation of online marketing success over the past five years, and the best tactics and social media strategies are constantly changing as new tools and websites emerge.
From Pinterest to Twitter, LinkedIn to Facebook, every type of business – from B2B services firm to B2C retailer – can use one or more social networks to interact with their audience and expand their online mindshare.
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One of the best ways to grow your business is by earning free exposure in magazine and newspaper articles. While the publishing industry may have moved online, the ‘old rules’ of public relations are still vital for marketing success.
From reaching out to journalists via email to networking with local influencers and bloggers, public relations involves leveraging your professional relationships to give both yourself and the people you’re interacting with true value.
This requires a careful blend of strategy, marketing savvy and etiquette. The wrong outreach email can create animosity, while the right one can help you build a long-term business relationship that gets your startup or consultancy positive press.
Another important aspect of public relations is research. Using effective marketing strategies and research techniques, you can discover the email address and writing history of almost any journalist, blogger or online influencer.
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Who says marketing has to be digital? Some of the best marketing is done offline or over the phone using techniques that were pioneered by the direct marketing gurus of the 20th century.
From cold calling to direct mail, many of the marketing tactics that today’s gurus call ‘outdated’ are some of the most effective marketing strategies you’ll ever discover. It sometimes only takes one phone call or letter to land a big deal for your business.
If you’ve got a limited marketing budget, massive amounts of ambition and no fear of failure, make old-fashioned direct marketing – whether through the mail or over the phone – your marketing tactic of choice to rapidly grow your business at no cost.
Do you want to become an expert direct salesperson? Learn how to bring in clients, customers and users using old-fashioned cold calling techniques.
Discover more great marketing strategies for your business
From display advertising to cold calling, the five marketing strategies in this guide will help your business grow. However, they’re far from the only marketing tactics you can use to find and retain new users, clients and customers.
Learn more effective marketing strategies to fuel your company’s growth and earn more money in our blog post on the 42 best promotional ideas to create a buzz and our guide to creating a digital marketing plan for your business.