It’s good to know what your goals are and have a big-picture understanding of how you’ll achieve them. After all, there’s no point in executing tasks without reasons for doing so.
At the same time, putting your marketing strategy into play is different than creating that strategy. It’s the channels, techniques, and tactics that help realize the vision. In addition, marketing a brand online has become much more nuanced and complex with many techniques for reaching and resonating with audiences.
To help you learn about the most effective marketing techniques around today, we’ve rounded up the best ones to add to your digital marketing toolbox. You can get the services of Best Email Marketing Agency in Washington
Best Marketing Techniques
Branding and Awareness Techniques
1. Brand Storytelling
Purpose: Capture Attention
In the neuroscience field, researchers have proven that storytelling is the best way to capture people’s attention, bake information into their memories, and resonate emotionally with them. The human brain is programmed to crave, seek out, and respond to well-crafted narrative — that’ll never change.
If you have an About page on your website that functions only to say what you do and who you do it for, crafting a compelling narrative is a great way to uplevel that page and resonate with your readers.
And storytelling doesn’t just have to live on your About page.
Just like your favorite Netflix show, you can craft a series on YouTube to entice your viewers to subscribe to your updates.
Before you green light another slew of listicles, how-to posts, and ultimate guides, remember how powerful storytelling is and consider crafting a story chock-full of conflict, surprise, and emotion that your viewers will relate to your brand, regardless of the channel you’re targeting them on.
2. Digital PR
Purpose: Reach New Audiences
The average amount of time spent on social media was 145 minutes per day in 2020, an increase from the previous year. Needless to say, people spend more time on social media than ever before. And public relations professionals are pivoting their strategy from solely focusing on placing their stories in news outlets’ publications to concentrating on driving traffic to their websites and social media profiles too.
In order to successfully pitch your stories to journalists and news outlets nowadays, you need to account for the content that performs well on their social media profiles and their publication. So before you pitch your story, make sure it’s relevant and interesting to the news outlet’s social audience.
3. The Surround Sound Method
An ad’s effectiveness increases the more times it’s been seen by a prospect. It’s also pretty safe to say that any marketing asset’s effectiveness increases the more it’s seen.
This is a fact previously alluded to in this post anytime the word “touchpoints” comes up.
The surround-sound methodology takes this idea and amplifies it by challenging the notion that your owned channels and assets are not enough to create true brand awareness. You should also appear everywhere else someone goes to consider products. For example:
- Review websites
- The social timelines of prominent influencers
- Featured in the media they consume (articles, videos, podcasts)
4. Brand Extensions
Purpose: Expand Into Tangential Markets for Increased Awareness
Big companies often extend their brand to develop new products in industries that they don’t have any market share in. These initiatives are called brand extensions, and they allow companies to leverage their brand awareness and equity to create more revenue streams. For example, Reese’s entering the cereal market with their peanut butter and chocolate “Reese’s Puffs” product.
Historically, the most successful brand extensions are the ones that closely tie to the company’s flagship product or core brand, like Gerber’s baby clothes and Dole’s frozen fruit bars. By entering tangential markets that can preserve your brand’s unique associations and perceived quality, you can develop new products that consumers intuitively understand the benefits of, even though they’ve never seen them on a shelf.
On the flip side, a company can also exploit its brand and, in turn, damage it. If they develop a product in a market that isn’t closely tied to their flagship product or core brand, audiences might attach undesirable associations to a brand, weaken its existing associations, and hurt its established products’ perceived quality.
