Top Ten Marketing Tools
In order to become more visible and attract more clients, companies use a range of different marketing tools. These include; advertising, sales promotion, direct marketing and many others which will be described in this article. We wanted to give you a breakdown of all of these important marketing tools, so you can choose the ones that best fit your product or service. Combining these methods will give you a powerful presence in the market and allow you to win customers ahead of your competitors.
Most people cannot imagine the marketing without thinking about advertising. Advertising is huge part of marketing, and the most visible, as we see it every day on our streets, television, magazines and increasingly in the 21st century, on social media.
By advertising a product or service, you create awareness and draw the potential clients’ attention to it. Especially in a crowded marketplace, advertising is crucial to sales success and without it your company is at risk of being overlooked. Due to their advertising on TV, radio or digital, businesses they get the clients and become more noticeable. Advertising makes people more aware of the product or brand by consistently repeating the key message until people remember it.
Sales promotion is a tool which some brands use to push the sales up, get more clients or to clear stock for new products. Examples of sales promotions include; buy one get one free, larger sized product without an additional cost, and a free gift with your purchase. This technique encourages the client to buy the product and in many cases encourage a switch to a different brand.
Public relations is a method that a lot of companies use to talk about their product in the media industry. A big aspect of public relations is that in order to appear in any kind of media, there must be an interesting story. It must be newsworthy and not be overtly promotional, because some media can cut all of the advertising or not include it at all. PR is a softer way to tell to people about your product than a standard advertisement and can be more powerful because it is not viewed as sales.
A great example of PR in action, was the recent polo tournament at the Kempinski Hotel Bahía. Because it was an interesting event for media to report on and the first of its kind in the area, it generated a huge amount of stories in the press and on TV and radio. The media is spreading information about the tournament, but also they link this information to the hotel in which this event happened. So, it is positive advertising for the hotel and excellent branding and awareness.
- Influencer marketing
Influencer marketing is new strand in marketing, which is growing in popularity. However, it is really based on the principals of public relations, but modified for the new channels and the new brand of influencers.
A common example of influencer marketing is when a company sends out products to bloggers and popular media figures asking them to review the product and give their opinion on it. This is very powerful because their followers receive their recommendations and want to be like them, so they go ahead and buy the product or share the post with their followers.
However, make sure you find the right person with right target audience for your product, only then will the promotion be effective. For example, you wouldn’t send a sample of anti-aging cream to a 15 year old girl! For this product type the company should find a better suited person whose followers will be interested in the product and are capable of buying it. Overall, it is a good type of advertising but you need to be very careful to find right audience so the advertisement will work.
This is a very fast developing advertising method, growing in popularity with brands, as it is so interactive and immediate. However, because of the demand, the big bloggers are charging large amounts per post. We recently encountered a mid-range Spanish influencer charging 4,000€ per post and the mega influencers like the Kardashians charge much, much more. We’d recommend looking at micro-influencers, which are niche for your area and perfectly fit your target market. These bloggers often accept the product and review it without charge, or charge an affordable fee.
Website marketing is based around search and ensures that you are visible online and can catch the eye of the audience while they are searching, make them aware of the product and make them want to buy. A company website should be easy to find and easy to use, have a design that suits the brand and is friendly looking. In addition, when a potential client comes on the website he wants to see the offers which the company or online shop offers easily and allow them to click and buy. As well as design, the images say a lot about the quality of the product, for example if images of a product is not good quality, a client will think that is not good quality and choose another company. Your website represents your company online and is a big part of the decision making process on whether the client wants to work with you or not.
Social media is another key tool which companies should use in order to interact with clients. Whether you have a hotel or an online shop, you should have social media so that your audience can receive your notifications and give them an easy platform to contact you and connect with your brand. Another important function of social media is driving traffic to your website and creating links.
- Personal selling
This is the original and most simple form of marketing where you interact with the client face to face. For example in the market trader selling their goods, or the salesman going door to door. Selling face to face enables you to adapt the sales pitch and price, depending on the type of customer you’re dealing with. It gives very good market insight and can influence your sales and marketing strategies across your brand.
Networking is the king of personal selling. Normally it takes place at an event, which is organised for businesses with the purpose of making new contacts, sharing information about your company and giving out cards to other businesses and potential consumers. It is the cheapest way to promote yourself because you do not need anything except your business card and yourself
Direct marketing is a type of marketing which is all about action. It take many forms, but the key is to think what you want your customer to do. For example, you could be sending out emails telling people about a promotion or sale, with a direct link to buy, or a promotional code. The aim is to get a client to be more interested in the product and trigger a sale or enquiry. Alternatively, the company can send out a physical mailing to people with coupons, special offers or discounts that will encourage these potential clients to interact with your brand and buy.
Email marketing is a technique, which is used to notify the client about you via regular email updates. The content should be interesting for the reader, to discourage them to delete the email or unsubscribe from the mailing list. In order to make it interesting, the email should contain short texts, bullet points, images and links to your website.
The main points to check in order to have perfect email are to include calls to action, clear text and links, plus strong headlines.
In this post, we have discussed the most popular marketing tools for small and big businesses alike, in order to help you find the right way to sell your product or promote your business. We hope these tips were useful for you. If you need any help or have any questions please click here to find out more about our marketing services.
This is a guest post, created by Alina Kostyleva