The Best Marketing Tactics for 2024

Marketing Strategy vs Marketing Tactics: Are They the Same?

Understanding the distinction between marketing strategy and marketing tactics is crucial for any business aiming to succeed in a competitive landscape -- but it also tends to be one of the more confusing aspects of marketing. While the two terms are often used interchangeably, they refer to different elements of a company's overall marketing approach.

What is a marketing strategy?

A marketing strategy is a high-level plan that outlines how a business will reach its target audience and achieve its overall goals. It involves defining the company's mission, vision, and values, as well as identifying its target market and positioning within the industry. A well-crafted marketing strategy also takes into account competitor analysis, market trends, and consumer behavior to determine the most effective ways to promote products or services.

Here are some examples of marketing strategies:

• Target market identification. Defining specific demographics, psychographic, and behavioral traits of the customers you wish to reach, allowing for tailored messaging and offerings.
• Brand positioning. Establishing a unique value proposition that differentiates your brand from competitors, creating a strong brand identity in the minds of consumers.
• Content marketing strategy. Develop a plan for creating, distributing, and measuring content (like blogs, videos, or infographics) that engages your audience and drives profitable customer action.
• Social media engagement plan. Crafting a strategy for how your business will interact with customers on social media platforms, including the types of content to post and the frequency of engagement.
• Market research and analysis. Conducting research to understand market conditions, customer preferences, and competitive landscape, informing decisions on product development and marketing efforts.
• Customer retention strategy. Designing approaches to keep existing customers engaged and satisfied to encourage repeat purchases, such as loyalty programs or personalized communication.
• Budget allocation. Determining how financial resources will be distributed across different marketing channels and initiatives to maximize return on investment.

What are marketing tactics?

Marketing tactics are more specific actions taken to implement a marketing strategy. They are the tangible steps and techniques used to reach a target audience and achieve marketing objectives. These can include social media advertising, email marketing campaigns, content creation, influencer partnerships, events and promotions, among others.

Examples of marketing tactics include:

• Social media advertising (e.g., Facebook ads, Instagram promotions)
• Email marketing campaigns (e.g., newsletters, targeted offers)
• Search engine optimization (SEO) strategies to improve website visibility
• Content marketing (e.g., blog posts, videos, infographics)
• Influencer partnerships to reach new audiences
• Pay-per-click (PPC) advertising (e.g., Google Ads)
• Hosting events and promotions to engage customers and build brand awareness

The relationship between marketing strategy and tactics

While marketing strategy and tactics are distinct concepts, they are closely interconnected. A strong marketing strategy provides the overarching direction for all marketing efforts and helps guide the selection of specific tactics that will be most effective in achieving its goals. On the other hand, well-executed tactics support the overall strategy by delivering on its objectives.

It's important to note that while a solid marketing strategy is crucial for long-term success, it must be adaptable as market conditions change.

How to choose the right marketing tactics for your business

Choosing the right marketing tactics requires a deep understanding of your target audience, market conditions, and business objectives. You cannot and probably should not do everything at once, so make sure you are selective with the marketing tactics you include in your strategy.

Here are four fundamental steps to consider when choosing your marketing tactics:

1. Start by defining your primary goals—whether it’s to increase brand awareness, generate leads, or drive sales. For instance, some tactics are (generally) better for brand awareness, whether others are more conversion-focused. SEO, for example, may be more effective at driving traffic to your website, while email marketing may be better for nurturing leads and encouraging repeat purchases.
2. Next, analyze your audience's preferences and behaviors to ascertain which tactics they are most likely to engage with. Testing and measuring the effectiveness of various tactics allows for adjustments and refinements over time, ensuring that your marketing efforts yield the highest return on investment.
3. Additionally, consider the resources and budget available to you. Certain tactics like influencer partnerships or event sponsorships can come with a hefty price tag, while others like social media advertising or content creation may require more time and effort.
4. Finally, always track and measure the success of your chosen marketing tactics to see if they are effectively supporting your overall strategy. If not, don't be afraid to adjust and try new tactics until you find the right combination that works best for your business. Remember, what works for one company may not work for another – it's all about finding the right

Top 25 marketing tactics to try in 2024

There are tens, if not hundreds of marketing tactics and channels you can work with, but if we have to narrow all of them down to the most popular, effective, and possibly trending ones, here are some to consider:

Advertorials

Combine content marketing with native advertising by creating informative articles that also subtly promote your product or service.

Advertorials can effectively engage potential customers by providing valuable information while gently guiding them toward a purchase decision. Businesses can enhance brand credibility and foster trust with their audience by seamlessly integrating promotional content within informative articles. This tactic not only enhances visibility but also encourages a more meaningful connection between the consumer and the brand.

Micro-influencer marketing

Engage with niche influencers who have smaller but highly engaged followings to build authenticity and reach targeted demographics.

Micro-influencer marketing can often deliver higher engagement rates compared to traditional influencers, as their close-knit communities view their recommendations as more genuine and relatable. By harnessing the power of micro-influencers, brands can effectively tap into specific audience segments, fostering deeper connections and driving conversion through authentic endorsement.

Customer loyalty programs

Implement programs that reward repeat customers, fostering brand loyalty and increasing customer lifetime value.

By offering exclusive discounts or points for every purchase, customer loyalty programs not only incentivize repeat business but also encourage customers to engage more with the brand over time. Additionally, these programs can provide valuable insights into purchasing behaviours, enabling businesses to tailor their marketing strategies and offerings to better meet the needs and preferences of their loyal customers.

Examples of customer loyalty programs could include:

• Points-based systems where customers earn points for every dollar spent and can redeem them for discounts or exclusive products.
• Tiered loyalty programs that offer different levels of rewards based on the customer's spending habits, encouraging increased purchases.
• Referral programs that reward existing customers for bringing new customers to the business, often through discounts or cash rewards.
• Exclusive access programs that provide loyal customers early access to new products or services, creating a sense of exclusivity.
• Birthday or anniversary rewards that offer special discounts or gifts to customers during their important milestones, enhancing the personal connection.

Interactive content

Develop quizzes, polls, and interactive infographics that engage users and encourage them to spend more time on your platforms.

Interactive content is particularly effective because it captures the audience's attention and encourages participation, leading to higher engagement levels. Additionally, it provides valuable insights into user preferences and behaviours, allowing businesses to tailor their offerings more precisely.

Here are some examples of interactive content that can enhance user engagement and drive traffic:

Here are five examples of interactive content that can enhance user engagement and drive traffic:

• Quizzes that help users learn more about themselves or find suitable products based on their preferences, such as "Which skincare routine is right for you?"
• Quick polls to gauge audience opinions on relevant topics, encouraging participation and providing insights into customer preferences
• Visually appealing interactive infographics that allow users to explore data points, like an infographic on climate change with clickable regions for specific stats
• Surveys to gather detailed feedback on customer experiences or product satisfaction, aiding in understanding the audience better
• Fun gamified challenges that reward users for completing specific tasks, like sharing content on social media or signing up for newsletters, building community engagement and promoting brand loyalty

UGC (user-generated content)

Encourage your customers to share their experiences with your brand through photos, reviews, and testimonials, leveraging their authenticity.

User-generated content (UGC) works effectively because it harnesses the power of social proof, demonstrating to potential customers that real people are enjoying and endorsing a brand's products or services. This authenticity fosters trust and credibility, as consumers are more likely to engage with brands that showcase genuine experiences shared by their peers. Additionally, UGC can amplify a brand's reach and visibility, as customers often share their content across their own networks, creating organic promotional opportunities.

Video content

Utilize platforms like YouTube and social media for video storytelling that can capture attention and convey messages more effectively than text alone.

Video content works effectively because it combines visual and auditory elements to create a more immersive experience, allowing audiences to engage with messages on a deeper level. Additionally, the dynamic nature of video can evoke emotions and capture attention more efficiently than static text, making it a powerful tool for storytelling and brand communication.

There are multiple types of video content you could incorporate into your marketing strategy:

• Product demos showcase how your product works in real time, highlighting features and benefits to entice potential buyers.
• Customer testimonials capture and share satisfied customers discussing their positive experiences to build trust and credibility.
• Behind-the-scenes tours offer a glimpse into your company culture or production process, helping to humanise your brand and create a personal connection.
• How-to videos provide step-by-step guides on using your product or service, demonstrating its value and educating your audience.
• Live Q&A sessions engage with your audience in real time, answering their questions while fostering interaction and community involvement.

Blog content

Create valuable, SEO-optimised articles that address the questions and needs of your target audience, driving traffic and establishing authority.

Blog content works effectively because it provides informative and relevant value to the audience, addressing their questions while positioning the brand as a subject matter expert. Additionally, SEO optimization allows these articles to rank higher in search engine results, increasing visibility and driving organic traffic to the website.

If you want to make blog content work, keep in mind the following tips:

• Use compelling headlines to craft attention-grabbing headlines that spark curiosity and encourage readers to click through to your content. Incorporate keywords to improve SEO without sacrificing creativity.
• Incorporate visuals to enhance your blog posts with high-quality images, infographics, and videos to break up text and provide a more engaging experience for readers. Visuals can help illustrate key points and make information more digestible.
• Write in a conversational tone using a friendly and relatable writing style to connect with your audience. Avoid jargon and complex language, making your content accessible to a broader readership.
• Add value with practical tips by providing actionable insights and valuable information that readers can apply in their lives. Whether it's step-by-step guides or expert advice, ensure your content addresses their needs and challenges.
• Encourage interaction by ending your blog posts with questions or prompts that invite readers to share their thoughts in the comments. This fosters community engagement and builds relationships with your audience.

Webinars

Host educational webinars that offer insights and valuable content, positioning your brand as a thought leader in your industry.

Webinars not only provide a platform for sharing knowledge but also facilitate real-time interaction with participants, allowing for immediate feedback and questions. By integrating polls and surveys during the session, you can further enhance engagement and tailor future content to better meet your audience's interests.

Contests & giveaways

Run online competitions that incentivize sharing and participation, boosting engagement and expanding your reach.

Contests and giveaways can significantly enhance brand visibility by encouraging users to invite friends and family to participate. This not only fosters a sense of community but also cultivates excitement around your brand, leading to increased interactions on social media platforms and higher traffic to your website.

Guerrilla marketing

Use unconventional marketing strategies that create a memorable impression through creativity and surprise.

Guerrilla marketing thrives on the element of surprise, often leveraging unexpected settings or unique experiences to capture attention. By stepping outside traditional advertising methods, brands can create buzz, encourage sharing, and foster a deeper connection with their audience.

Original industry research

Conduct unique research to gain insights into your market, which can be used for content marketing and establishing your brand’s thought leadership.

Conducting original industry research offers a multitude of benefits for content marketing and brand positioning. Firstly, it enhances SEO by providing unique data and insights that are not readily available elsewhere, presenting opportunities for backlinks from industry publications and boosting search engine rankings due to valuable content. This original data can act as a cornerstone piece for various forms of content, driving long-term organic traffic.

From a branding perspective, such research positions your brand as a thought leader in your industry, demonstrating expertise and a commitment to understanding market trends and customer preferences. This can lead to increased brand loyalty and trust, as audiences often gravitate towards brands that are seen as knowledgeable and reliable sources of information.

Moreover, original research can bolster your reputation by contributing to industry discussions and debates. Sharing insights can put your brand at the forefront of conversations, attracting media attention and industry recognition. Overall, leveraging original research not only benefits your content strategy but also strengthens relationships with customers and partners, further enhancing your corporate image.

Affiliate and referral campaigns

Affiliate and referral campaigns work because they leverage the trust that existing customers have built with their networks, driving new leads to your business.

Affiliate marketing typically involves partnering with influencers or marketers who promote your brand through unique links, earning commissions for every sale they generate, while referral programs reward current customers for recommending your products or services directly to their friends, often through discounts or cash incentives. The key difference lies in the approach: affiliates often work independently to promote a brand, while referrals are usually made by satisfied customers who share their experiences directly.

Newsletters

Communicate regularly with your audience through informative and engaging email newsletters, keeping your brand top of mind.

There are several ways you can use newsletters to grow your audience and educate them about your product and the solutions you offer:

• You can use a monthly thought leadership newsletter to share industry insights, company news, and upcoming events.
• You can also send out promotional newsletters to announce new products or services, special offers, and sales.
• Additionally, you can create a lead nurturing newsletter series to help guide leads through the sales funnel by providing relevant content and personalized messaging based on their interests and behaviors.

Whatever your approach, newsletters are an effective way to keep your brand in front of your audience and drive engagement by delivering valuable content directly to their inbox. They also offer opportunities for segmentation, personalization, and tracking metrics such as open rates and click-through rates to improve future campaigns.

Email marketing

Email marketing and newsletters are frequently seen "together", but email marketing goes beyond just newsletters. It involves capturing leads through forms, gated content, and landing pages and then nurturing those relationships through targeted email campaigns.

Email marketing allows for highly personalized messaging based on data such as demographics, behavior, and interests, making it an effective way to nurture leads and drive conversions. By sending relevant content at the right time in a lead's journey, you can build trust and position your brand as a valuable resource in their decision-making process.

Retargeting ads

Retargeting or remarketing ads use cookies to target users who have already visited your website or interacted with your brand online but did not convert into customers. These ads are displayed to these potential customers as they browse other websites, reminding them of your products or services and encouraging them to return to your site.

Retargeting ads can be a cost-effective way to drive conversions from warm leads, as they are already familiar with your brand and have shown interest in the past. It also allows for personalized messaging based on the specific pages or products that were previously viewed, increasing the chances of conversion.

Personal branding on LinkedIn/social media

Cultivate your professional brand online to showcase your expertise and enhance your network, attracting potential leads.

Personal branding on platforms like LinkedIn and social media is the process of curating and managing your professional presence to communicate your expertise and value to your audience. It works by allowing individuals to share their insights, experiences, and achievements, which builds credibility and fosters connections within their industry. By establishing a strong personal brand, professionals can attract potential leads, opportunities, and collaborations, enhancing their visibility and influence in the marketplace.

Social ads

Utilize paid advertising on platforms like Facebook, Instagram, and LinkedIn to reach a larger audience based on specific targeting.

Social ads work in a host of ways, and the key to nailing them is knowing, very well, from the start, what you would like to achieve. You can use social ads to drive brand awareness, increase website traffic, generate leads, or boost sales. With the ability to target specific demographics and interests, social ads allow for highly targeted messaging that resonates with your audience. They also offer ways to track metrics and optimize campaigns for better performance.

Google Ads

Google Ads remains one of the most effective ways to drive targeted traffic to your website and increase conversions. With Google Ads, you can create ads that appear above or alongside relevant search results when people search for keywords related to your business.

Google Ads offers a variety of ad formats, including text ads, display ads, and video ads, giving businesses multiple options to showcase their brand and products in front of potential customers actively searching for solutions. By targeting specific keywords and demographics, businesses can reach potential leads at the right moment in their purchasing journey, increasing the chances of conversion.

Programmatic advertising

Implement automated advertising processes to bid on and purchase ad space in real-time, optimizing for efficiency.

Programmatic advertising leverages data and algorithms to ensure that ad placements are not only effective but also cost-efficient. This technology allows marketers to reach specific audiences at scale, enhancing the overall return on investment for advertising campaigns.

Cro (conversion rate optimization)

Focus on improving your website's design, content, and functionality to increase the percentage of visitors who convert into customers.

The process of conversion rate optimization (CRO) involves systematically testing and refining elements of your website to create a seamless user experience. By analysing user behaviour and making data-driven changes, businesses can effectively enhance their conversion rates and maximize the value of their web traffic.

Partnerships & co-branding

Collaborate with complementary businesses to reach a broader audience and create value through shared promotions.

Partnerships and co-branding can significantly amplify your reach by leveraging the strengths of each business involved. These collaborations often result in unique offerings that attract a wider customer base, fostering innovation and driving mutual growth.

Social proof & case studies

Showcase testimonials, case studies, or user stories to build trust and credibility with potential customers.

Social proof and case studies are essential tools in the marketing arsenal, as they provide tangible evidence of success that can influence potential customers. By showcasing real-life examples of satisfied clients, businesses can effectively illustrate the value and impact of their products or services, fostering trust and encouraging prospects to take action.

Sales enablement

Equip your sales team with the necessary tools and resources to better engage customers and facilitate the purchasing process.

Sales enablement is crucial for ensuring that your sales team can navigate the complexities of the modern customer journey. By providing training, relevant content, and effective communication strategies, you empower your team to connect with potential leads more effectively and close deals with confidence.

SEO (search engine optimization)

Make ongoing efforts to improve your website’s visibility on search engines, attracting organic traffic through targeted keywords.

Effective SEO requires both technical and creative strategies, including optimizing page titles, meta descriptions, and creating high-quality content that engages users. Additionally, building backlinks from reputable sources can enhance your authority and improve your ranking in search results, further driving organic traffic to your site.

Physical marketing

Consider integrating traditional marketing methods, such as direct mail or billboard ads, to reach consumers offline.

Examples of physical marketing you can embed with digital marketing include:

• Direct mail campaigns. Send targeted postcards or brochures to potential customers, providing them with exclusive offers or information about your products and services.
• Billboard advertisements. Utilize strategic billboard placements in high-traffic areas to create brand awareness and reach a broader audience, particularly for local businesses.
• Trade shows and events. Engage with potential customers face-to-face at industry-specific trade shows, offering promotional materials and showcasing your products directly.
• Print advertising. Place ads in local newspapers or industry magazines to reach specific demographics that may not be as active online.
• Promotional merchandise. Distribute branded items such as mugs, pens, or tote bags at local events or through direct mail, creating a lasting impression and encouraging brand recall.

Your website: The foundation of all good marketing

No matter which tactics you choose to implement, your website remains a crucial foundation for your marketing efforts. It should be a hub for all content, providing information and resources that resonate with your target audience.

Ensuring a seamless user experience with easy navigation, effective calls to action, and optimized performance will create a positive impression and drive conversions. Invest in your website, for it is essential for maximizing the effectiveness of any marketing strategy or tactic you pursue.