Today, marketing is one of the most popular fields and the number of vacancies is growing every day. And it’s not surprising, since no company can exist without marketing. It is the most effective way to attract new customers, manage sales and increase revenue.
Are you willing to engage in marketing activities for specific brands or grow your own business? In this guide, we study different types of marketing and provide useful resources to help you discover them. Choose the niche that is closest to you and let’s dive into it!
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Marketing Instruments
1. Website or Landing Page
A website is crucial so that potential clients can find you in search engines and receive all the necessary information about your company and products. If you have a small selection of products or services, a landing page is perfect for you.
What is key when creating a website or landing page as part of your online marketing services?
- Highlight the main goal of the site and think over the page script. What should the user see when they first open it?
- Think over the customer’s path through the site and make it as simple as possible;
- Place several buttons on the site with a call to action and an application form;
- Don’t use stock photos. Look for more lively and realistic content or take photos yourself.
2. Web Analytics
It’s simply impossible to run a website without deep knowledge of web analytics. It empowers you to collect information about visitors, find out which of your marketing actions were most effective, and, based on this data, you are free to choose future promotion tools.
We recommend Google Analytics, OWOX BI, Hotjar, Similarweb. Using them, you can study your target audience in more detail (age, gender, interests). You will also find out which sections of your site are the most popular.
3. SEO
Search Engine Optimization increases your chances of getting to the top of search engine results and attracting visitors completely free of charge. The main advantage of this online marketing instrument is that a really interested audience will come to the site. So, SEO simplifies your life in many ways.
Keywords are words or phrases that describe the content of a web page. And yes, you don’t need to make them up. To select keywords, use Keyword Planner or Keyword Tool. Thanks to Google Analytics, you will know what is happening on the site, where visitors are coming from and how they behave on it.
Ahrefs, SEMrush and Moz Pro can also be quite handy.
4. Social Media
Let’s be honest: every company needs a social media account. Of course, the main goal of SMM is to increase sales. It is on social networks that we look for information about a specific project – even universities use social media marketing strategies to increase student enrollment.
Active marketing on social networks helps to attract traffic to the site, create loyal communities, receive valuable feedback and analyze customer needs. Here is a list of useful tools: Hootsuite, Buffer, Sprout Social, Buzzsumo.
5. Content Marketing
Quality content generates three times more leads than paid search advertising. It also helps to build trusting relationships with clients, increase their loyalty to the brand and show brand’s expertise.
Content conveys the value of your product at a very early stage when the user hasn’t even contacted you. It increases brand awareness and reactivates passive customers.
Google Trends will keep you up to date with the trending topics. Publish relevant content so that readers are as engaged as possible. As for effective tools, Hotjar analytics assists you in understanding what content is most interesting to your visitors. Google Analytics is for figuring out which articles are the most read and which are the most likely to be skipped.
To create a good-looking narrative, rely on:
- Canva: create graphics, social media posts, infographics and presentations;
- Visme: it has similar functionality as in Canva, but there are also additional animation and interactive content creation capabilities;
- Unsplash, Pexels: access royalty-free image libraries;
- Piktochart: simplify infographic creation with templates and design elements.
6. Email Marketing
Sending out emails with amazing offers or just a reminder about your products and services significantly increases repeat sales. It’s key how you write and what storytelling techniques you use. And if you’re tired of academic writing, ask APA paper writing service PaperWriter authors for help. Devote the free time to reading The Storyteller’s Secret: Why Some Ideas Catch On and Others Don’t by Carmine Gallo.
Email promotion is now at the peak of popularity, since personalization is key to success. And thanks to modern services, you are free to contact the addressee personally and create a unique offer for them.
- If you don’t have experience in this business, AWeber can be of great help. The email newsletter service has a design assistant that will create a stylish letter template;
- With Mailchimp, you can automatically collect a contact database from your website or Facebook page, create letter templates, view detailed reports, and even set up auto-posting of publications on social networks;
- SendPulse allows you to automate all your email as well as other marketing activities.
7. Online Chats
Imagine: a customer visited your website, studied all the information about the product and became eager to purchase it. But they still have a couple of questions before buying. With online chat, you won’t miss them and will always be ready to answer any of their questions, gradually leading them to a purchase.
Here’s amazing live chat software you might find interesting – blogs on student marketing strongly recommend them:
- LiveChat;
- tawk.to;
- Re:amaze;
- Zendesk Support;
- LiveAgent.
Marketing Books For Online Studies
1. Confessions of an Advertising Man by David Ogilvy
This book reveals the professional secrets of the advertising business, writing persuasive selling texts, and steps to reach success. The book reveals the experience of a man who entered business at the age of 38 with no higher education, but managed to build one of the most influential advertising agencies in the world.
2. Customers for Life: How To Turn That One-Time Buyer Into a Lifetime Customer by Carl Sewell and Paul B. Brown
The work gives insight on how to work with clients, make them loyal for many years and not lose in this never-ending game. And why is it important to forget about one-time sales.
3. Contagious: Why Things Catch On by Jonah Berger
This study mentions the factors that make ideas and products popular. It explains how crucial social influence is for our choice of things to buy, holiday destinations and even names for children.
4. Hooked: How To Build Habit-Forming Products by Nir Eyal, Ryan Hoover
After reading you will get to the point of how to make clients permanent without serious investments in advertising.
5. Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller
You’ll understand how to start engaging with your customers so they understand your product’s competitive advantages. The author mentions universal ways to improve relationships with clients.
6. Marketing Essentials by Philip Kotler
It is from this book that many professionals recommend learning the basics of marketing. All the basic concepts are mentioned here.
In Conclusion
Marketing is a set of actions to promote a company, products or personality on the net. All efforts are aimed at attracting customers, creating demand and tracking the needs of the target audience.
Marketing professionals regularly attend courses, webinars, listen to podcasts, analyze various cases and follow trends, for example, in research studies from Accenture, Deloitte, JWT, K-Hole, or Mintel. How do they manage everything? Many of them are geniuses at planning and delegating (remember, WritePaper is always at your hand).
Build a realistic plan for your busy schedule and set a deadline. For example, take an online course on Effective Storytelling by the end of spring, read a few books from the list, launch test advertising on Instagram and get an internship at a marketing agency.
