There are dozens of different types of marketing. Marketing has existed for centuries and is constantly evolving to meet the needs of the current marketplace. It’s how companies and organizations get seen and heard. Marketing helps you stand out from the crowd and talk to people about your products and services in a way that’s attractive to them. When it’s done well, marketing creates a loyal audience and engages with a community of customers that builds brand affinity and fills a need.
For many small business owners, and even established managers, marketing and what types of marketing to use is a challenge. The first step you should take is learning about the different kinds of marketing so you can better understand how each can serve your interests and uniquely speak to your audience. Here are some of the most popular types of modern marketing today.
Outbound marketing covers any type of outward promotion. Things like TV ads, cold-calling, direct mail, etc. are all forms of outward marketing. You’re pushing out a message to targeted audiences in hopes that some will respond favorably with either a return call, a visit to your company website, or some other reciprocal action.
Inbound marketing centers around what your company can do to bring customers in. Rather than pushing messages out, you’re generating content that creates an audience that keeps coming back. Successful marketers do this with things like YouTube channels, creating interesting articles, and online forums for customers to participate in.
Search Engine Marketing
Every time someone enters search terms into a search engine, that engine matches what’s typed with relevant ads that are paid for by marketers. Search engine marketing, or SEM, is also a broad topic that can cover how your website is structured and what’s written in your web copy and how that affects your search results.
Social Media Marketing
People spend hours each day on different social media platforms. These companies are always trying to increase their engagement levels to make their systems more attractive to consumers and marketers. Social media marketing includes things like placing ads on users’ feeds, displaying dynamic ads, keyword searches inside of the social media platform, and others.
Today, many people refer to any type of online or social media marketing as digital marketing. Anything marketing-related that happens in the digital world is included.
Getting email addresses from customers and potential customers are the modern telephone number. It’s essentially their contact information that companies use to let them know about new products, promotions, or what the company is doing related to noteworthy social causes. Organizations also draft things like thank you letters, company newsletters, and other content that’s pushed out over email to keep audiences engaged.
When your products are seen being used by popular or relevant people, then more people will want to buy them, or so the thinking goes. Affiliate marketing is a big business in 2020. Companies partner with influencers, or people with large online followings, to showcase their products and services. In return for promoting the products, the influencers or affiliates get a piece of the pie.
Brand marketing focuses on efforts to curate your company’s public image says Ross Kernez of Marble. For example, if you want to move into a more luxury demographic, you’re going to need to make sure people associate your brand with the type of quality and prices other luxury brands have. Companies do brand marketing by:
- Making creative narratives about a company’s founding
- Publishing high-quality video
- Highlighting diversity
- Evoking positive emotions in their audience
Guerilla marketing is all about making a statement. Essentially, it tries to create buzz around a brand or a product by hosting some sort of promotional event in a high traffic area unannounced. These types of events typically happen outdoors in plazas, on metro stations, or even inside crowded malls.
Referral marketing attempts to generate new leads from satisfied customers. Companies do the work to identify people in existing customers’ networks who would benefit from what they’re promoting. They then ask for the customer to make an introduction or to pass them their contact information. Referral marketing is attractive to many organizations because it’s viewed as being very effective.
Businesses host events to highlight their brand and what they’re doing as a company. Many times, this is most easily done by sponsoring some type of local events like a music concert or a charitable 5k run. A lot of companies give out free branded goods to event participants as well.
There are many more different types of marketing that companies use. The best marketers are always looking for new ways to reach people and present their company in a positive light. They’re always looking to delight their customers and spread the word of how great their products are.