There are many different types of marketing tactics available for you to choose from based on the needs of your business. It’s important for you to realize, however, that not all marketing tactics are going to fit the specific type of business you’re running and the service that you’re offering. Marketing is organic and tends to change and evolve over time. By paying attention to both the state of your business and what a particular tactic has to offer, you can successfully determine how much time (and money) you should be devoting to various tactics for the best possible results.
If you own a restaurant, for example, it makes the most sense for you to devote a large portion of your marketing budget to social marketing techniques. Social marketing could be a great way to get the word out about your particular business and allow your business to attract both new customers and repeat customers. For the example of a restaurant, the goal of the business isn’t to sell out of a particular product – it’s to continue to grow and expand. Social marketing is one great way to achieve that.
Another type of marketing that works well for certain types of businesses is called site retargeting. Site retargeting aims to get visitors who leave your site to return in the future to make a purchase. After a person visits and leaves your site, they continue to see ads on other pages that they visit. This can help keep your business in the public consciousness and get people who have already left your site to return. Site retargeting would work very well for online businesses that sell very specific types of products.
Search retargeting is also a great marketing tactic to attract new customers to your particular business. In a search retargeting scenario, you would go after (or “target”) specific search terms that are directly related to the products and services that you offer. If you’re a software developer, you could target specific keywords that people would use when searching for the type of software that you sell. Advertisements would then appear for customers searching for those keywords, allowing them to discover your site in an easier and more organic way than with a much broader, less specific ad campaign.
Employing many methods
It’s always important to remember that all businesses should never just rely on one marketing tactic for success. While it is OK to focus the majority of your resources on a particular area, you would never want to put all of your proverbial eggs in a single basket. Site retargeting is great for reorganizing the traffic you already get, for example, but one thing it can’t do is create traffic. When using a method like site retargeting alongside search retargeting, you can use one method to create traffic and other to turn that traffic into a completed sale. Using only one or the other wouldn’t have nearly the same results.
Marketing budgets are hardly infinite, which is why it’s always important to make sure you’re putting your hard earned money in the right places. By taking the specifics of your business and your target audience into consideration, you can help determine exactly how much time you should be devoting to different marketing tactics. The appropriate tactics will then give way to more success and positive results as your business continues to grow well into the future.
This post was written by Felicia Baratz-Savage.