How to Win at Marketing (The Ultimate Guide + Marketing Stategy Examples)

Every day, marketing teams from all over the world go into meetings to set a "marketing strategy." The (not so pretty) reality of this is, most of the times, a "digital marketing strategy" translates as a set of tactics, often as unrelated among themselves as whatever place all unmatching socks' pairs go when they disappear.

What you need is not a list of specific tactics that mingle into your marketing mix and production metrics, but an overarching marketing strategy to set clear goals, align your team and resources, and ultimately drive business growth. So, to help you out, we have put out this guide containing specific marketing strategy examples, types of strategies you can employ, and the necessary steps to create a successful marketing strategy.

Keep reading to find out more.

What is a marketing strategy?

A marketing strategy is a comprehensive plan formulated by a business to promote its products or services to target customers. It involves understanding the market landscape, defining marketing objectives, identifying target audiences, and outlining the tactics and resources that will be used to achieve these goals.

An effective marketing strategy provides direction and focus, ensuring that all marketing efforts are aligned with the broader business objectives.

Marketing strategy vs marketing plan vs marketing tactics

Marketing strategy, marketing plan, and marketing tactics are terms often used interchangeably, but they refer to different components of the marketing process. More specifically, the main difference between marketing strategy, plan, and tactics, consists of:

• A marketing strategy is the overarching approach and overall direction.
• A marketing plan is a detailed, step-by-step outline of specific marketing activities that will be implemented to support the strategy.
• Marketing tactics are the specific actions taken to execute the marketing plan, such as social media campaigns, email marketing, and promotional events.



How is a marketing strategy used in 2024?

In 2024, marketing strategies are more data-driven and personalized than ever before. Companies use advanced analytics to gain deep insights into consumer behavior, allowing for highly targeted and personalized campaigns.

Additionally, social media platforms and digital marketing tools provide new opportunities for engagement and measurement, helping businesses to quickly adapt to market changes and consumer preferences. Sustainability and ethics are increasingly important, influencing both messaging and brand positioning.

The 4 P’s of a marketing strategy

The 4 P’s of marketing — Product, Price, Place, and Promotion — are the foundational elements of a marketing strategy. They represent the core aspects that a business must consider to effectively market its offerings:

Product

The product refers to the goods or services being offered to consumers. It's essential to understand what makes your product unique and how it fulfills customer needs. For example, a business selling organic skincare products may focus on environmentally friendly ingredients and sustainable packaging as key product differentiators.

Price

Pricing strategy is crucial to the success of a marketing strategy. It involves determining the optimal price point that customers are willing to pay while still generating profit for the company. Factors such as production costs, competition, and the target market's spending power all play a role in determining pricing.

Examples of pricing strategy could include:

• Premium pricing, where a higher price is set for a product to convey a sense of exclusivity and luxury.
• Penetration pricing, where a lower price is set initially to gain market share and attract new customers.
• Economy pricing, where a low price is set to attract price-sensitive customers, is often used by budget retailers and generic brands.
• Bundle pricing, where multiple products or services are sold together at a reduced price, encourages customers to purchase more items and increasing overall sales volume.

Place

Place refers to the distribution channels used to make the product available to consumers. This can include physical stores, online platforms, or third-party retailers. The goal is to have the product easily accessible to target customers in the most convenient way possible.

For example, an e-commerce business selling handmade jewelry may choose to sell through their own website as well as on popular online marketplaces like Etsy or Amazon.

Promotion

Promotion encompasses all the activities and strategies a business uses to make its product or service known and attractive to the target audience. Effective promotion drives awareness, generates interest, and encourages purchasing decisions. It involves a variety of channels and tactics, each selected based on the target market and marketing objectives.

Key promotional strategies include:

• A successful promotion strategy is integrated, leveraging multiple channels and tactics to deliver a cohesive and compelling message that resonates with the target audience. The effectiveness of promotion efforts is measured through key performance indicators (KPIs) such as conversion rates, engagement metrics, and return on investment (ROI), which inform adjustments and improvements in future campaigns.Advertising: Paid promotions through various media channels such as television, radio, print, and digital platforms. Effective advertising ensures the message reaches the right audience at the right time.
• Public relations: Building and maintaining a positive public image through press releases, media coverage, and events. PR strategies help to enhance credibility and trust in the brand.
• Sales promotion: Short-term incentives designed to stimulate immediate sales, including discounts, coupons, special offers, and contests.
• Social media marketing: Utilizing platforms like Facebook, Instagram, Twitter, and LinkedIn to engage with audiences, share content, and build a community around the brand.
• Content marketing: Creating and sharing valuable, relevant content to attract and retain a clearly defined audience. Blog posts, videos, infographics, and eBooks are common forms of content marketing.
• Email marketing: Sending targeted, personalized messages to a subscriber list to promote products, share news, and build customer relationships.
• Influencer marketing: Partnering with influential individuals who can promote the brand to their followers, leveraging their credibility and reach to drive engagement and sales.

Types of marketing strategies

Marketing can be done in a million different ways, but there are only a handful of strategic approaches to take (as well as a combination of them, when that is necessary or desirable in a given context.)

Specifically, the main types of marketing strategies include:

Call-to-action driven

This strategy focuses on prompting the audience to take immediate action, such as signing up for a newsletter or making a purchase.

Examples fo call-to-action driven marketing strategies include:

• Using urgency and scarcity to motivate purchases, such as a limited-time offer or "while supplies last" promotion.
• Offering free trials or demos to entice customers to try the product before committing to a purchase.
• Using pop-ups, banners, and other visual cues on website pages to direct users towards taking action.

Close range marketing

Also known as proximity marketing, this strategy uses Bluetooth and other technologies to send targeted messages to customers in close physical proximity.

For example, close-range marketing might translate into :

• Sending a coupon to a customer's phone when they enter a specific store.
• Using beacons to push notifications or personalized offers to customers while they browse in-store.
• Creating complex setups that include product-specific interactions with customer's devices.

There are several examples of real-life close range marketing campaigns that did very well. Two of the most notable ones include:

• Starbucks mobile promotions. Starbucks sends push notifications to people near their stores. When a customer is within a certain radius, they might get a notification about a limited-time offer or a new drink. This drives foot traffic and engages customers with timely incentives to visit the store.
• Coca-Cola's "Share a Coke" campaign. This campaign was a hit because it combined close-range marketing with personalization. Coca-Cola printed popular names on their bottles and cans, prompting customers to buy them both for themselves and as gifts for friends with those names.

Cause-related

This type of marketing strategy involves aligning the brand with a specific cause or social issue, often to support a charitable organization or promote a particular value.

Examples of cause-related marketing strategies include:

• Donating a portion of sales to a charity or cause.
• Partnering with an organization to raise awareness and funds for a specific issue.
• Creating campaigns that highlight the brand's dedication to certain values such as sustainability or diversity.

Relationship marketing

This strategy emphasizes building and maintaining strong relationships with customers through ongoing communication, engagement, and personalized experiences. It focuses on long-term loyalty and repeat business rather than solely on one-time sales.

Examples of relationship marketing tactics include:

• Personalized email campaigns addressing the customer by name and offering tailored recommendations based on their preferences.
• Offering exclusive perks or discounts for loyal customers, such as a rewards program or VIP membership.
• Engaging with customers on social media platforms by responding to comments and messages,

Content-driven

This involves creating and sharing valuable content to attract and engage a clearly defined audience, with the aim of driving profitable customer action.

Do keep in mind that content marketing frequently refers to a "channel", and while that accepting can be true (when your marketing mix includes content, but content is not necessarily the core of your strategy), it is more closely tied to a "strategy".

Examples of content-driven marketing strategies include:

• Writing informative blog posts, whitepapers or eBooks that educate customers about the brand and its products.
• Creating engaging videos or infographics that showcase the brand's values or tell a compelling story.
• Developing social media campaigns that involve user-generated content, such as sharing photos using the brand's hashtag.

Perhaps the most relevant example here is that of the OG content marketing campaign planned by John Deer with "The Furrow" magazine. This branded publication has been distributed since 1895 and is still going strong, providing useful content for farmers while strengthening John Deere's brand image as a trusted advisor in the industry.



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Direct marketing

Direct marketing reaches out to individual consumers through various channels such as mail, email, or phone calls, with the goal of eliciting a direct response.

Although it might feel direct marketing is less popular than it was two or three decades ago, you should know direct marketing is alive and well. It took new forms, and it is less invasive, but is still used a lot in combination with other marketing strategies.

Examples of direct marketing strategies include:

• Sending personalized mailers or brochures to potential customers.
• Emailing newsletters or promotional offers directly to subscribers' inbox.
• Making phone calls to follow up on leads or previous customers.

Relationship marketing

Focused on building and nurturing long-term relationships with customers, this strategy aims to increase customer loyalty and lifetime value. Essentially, all marketing is relationship marketing -- the difference between making this your strategy and using its byproducts lies in intent.

Examples of relationship marketing tactics include:

• Creating personalized shopping experiences for customers, such as offering customized recommendations or tailoring the online shopping interface to their preferences.
• Providing exceptional customer service and support to foster trust and satisfaction in the brand.
• Offering loyalty programs or rewards for repeat business.

Seasonal marketing

This strategy leverages specific times of the year, such as holidays or seasons, to tailor marketing efforts that capitalize on seasonal demand. For instance, businesses that only focus on selling season-specific products, such as Halloween costumes or Christmas decorations, may heavily rely on this type of marketing.

Examples of seasonal marketing tactics include:

• Running holiday-themed promotions and discounts to attract customers during peak shopping seasons.
• Creating limited edition seasonal products or packaging to generate hype and increase sales.
• Partnering with other businesses for cross-promotion during specific events, such as a summer festival or winter market.

Keep in mind seasonal campaigns can be part of an overarching, broader strategy too. Coca-Cola's winter holidays "Santa Claus truck" are a great example of this. They create unique and engaging advertisements that center around the holiday season, but they also tie in their brand's message of spreading joy and happiness throughout the year. This helps to strengthen their overall brand image while still leveraging seasonal demand.

Mass marketing

Aimed at reaching a large audience, mass marketing uses a broad approach to communicate messages to as many people as possible.

McDonald's now ubiquitous "I'm Lovin' It" campaign is a prime example of this type of marketing. It targets a wide range of demographics, from children to adults, using catchy slogans and visuals that aim to be universally appealing.

Examples of mass marketing techniques include:

• Television commercials during popular shows or events with high viewership.
• Print advertisements in widely distributed newspapers or magazines.
• Billboards placed in prominent locations with heavy traffic.
• Jingles, catchy slogans, and memorable visuals that stick in people's minds.

While mass marketing may not have the same level of personalization or targeted approach as other strategies, it can still be effective in reaching a large audience and creating brand awareness (just think of how an entire generation will forever associate the "I'm Lovin' It" jingle to McDonald's). Additionally, with advancements in technology and data analytics, mass marketing can also incorporate elements of personalization and targeting to certain demographics within its broad reach.

Niche marketing

Niche marketing targets a specific, well-defined segment of the market with tailored products or services that meet the unique needs of that segment.

Examples of niche marketing-driven strategies include:

• Developing specialized products or services that cater to the unique needs of a specific market segment, such as gluten-free snacks for individuals with celiac disease.
• Creating content that resonates specifically with the niche audience, such as blog posts, videos, or social media posts focused on the interests and challenges of that group.
• Engaging with niche communities through online forums, social media groups, or local events to build a strong presence and foster a sense of community.
• Collaborating with influencers or thought leaders who have a significant following within the niche market to enhance credibility and reach.
• Offering exclusive promotions or deals designed to appeal directly to the niche audience, making them feel valued and understood by the brand.

Diversity-focused

This approach seeks to create inclusive campaigns that resonate with diverse demographic groups, ensuring representation and equity in marketing initiatives.

Dove campaigns are very frequently focused on diversity (size, race, age.), always with a body positivity message (although there have been blunders in that direction too.)

Other examples of this type of marketing strategy include:

• Showcasing diverse models or role models in advertisements that reflect the brand's values.
• Partnering with organizations or influencers that promote diversity and inclusion to amplify their message.
• Tailoring products or services to meet the specific needs and preferences of different demographic groups.

Diversity-focused marketing can also involve highlighting social issues and promoting inclusivity through relevant campaigns, such as Nike's "Dream Crazier" ad featuring female athletes breaking stereotypes. This not only helps to attract and resonate with diverse audiences but also aligns with the brand's overall mission of empowering individuals through sports.

Undercover marketing

Also known as stealth marketing, this technique involves marketing to consumers in a subtle way without their being aware they are being marketed to.

Product placement is one of the most common forms of undercover marketing. Frequently, you will see branded products in TV shows, series, or even cinema movies, which is a form of product placement. Other examples of undercover marketing include:

• Influencer marketing: collaborating with popular social media influencers who subtly promote products or services to their followers.
• Viral marketing: creating and sharing content that sparks conversation and engagement, indirectly promoting the brand without obvious advertising.
• Guerrilla marketing: using unconventional and creative tactics, such as flash mobs or street art, to create buzz and generate interest in the brand or product.

Undercover marketing can be a bit controversial as it may blur the lines between authentic content and paid promotion. However, when executed thoughtfully and ethically, it can be an effective way to reach new audiences and generate buzz around a product/

Word-of-mouth marketing and evangelism

This strategy relies on customers sharing their positive experiences with others, effectively leveraging customer satisfaction to generate brand advocacy. The main difference between word-of-mouth marketing and evangelism is that the first is driven by customers organically, while the latter is purposefully cultivated and managed by the brand.

Examples of word-of-mouth marketing and evangelism include:

• Influencer marketing. Partnering with influential individuals to spread positive messages about the brand or product to their followers.
• Customer referral programs. Incentivizing existing customers to refer friends and family through discounts or rewards.
• User-generated content. Sharing content created by satisfied customers on social media or other platforms as a form of testimonial.

For instance, a customer who has a great experience with a product may post a glowing review on social media or recommend it to friends and family, influencing potential buyers. Companies can enhance this approach by encouraging testimonials and creating referral programs that reward customers for spreading the word, further amplifying their brand’s reach and credibility.

Word-of-mouth marketing is great not just for customer acquisition, but customer retention as well. When people are fully convinced of the quality you offer, they are far more likely to stay with you -- and starting off on the right foot (i.e., with a recommendation from a peer) is one if the best ways to do that.

Remember, though: to do great word-of-mouth/evangelism-based marketing, you must first make sure your product and customer service are stellar. No matter how many incentives you throw at people, they will, eventually, stop recommending your product if it's not up to par.

Freeware/ freebie-driven

Offering free products or services to attract users, this strategy relies on converting free users into paying customers over time.

Many software-as-a-service businesses have a free plan/ tier, for example. The main business strategy surrounding this is based on the assumption that, as users become familiar with and increasingly depend on a particular tool/ product/ service, they will eventually upgrade to a paid version for more features or advanced functionalities.

Other examples of freeware/freebie-driven marketing include:

• Free samples or trials offered by consumer goods companies (like the ones you would receive at Sephora, for example.)
• Free events or webinars hosted by businesses to showcase their expertise and attract potential customers.
• Contests or giveaways that require participants to sign up for the brand's email list or follow their social media accounts for a chance to win.

While this strategy may not generate immediate revenue, it can be effective in attracting new customers and creating brand loyalty. It also allows businesses to

The 8 steps to building a winning marketing strategy

Want to build a successful marketing strategy?

Great! (Our Mayple-vetted digital marketing agencies can help with that, by the way.)

Bad news is there's no magic recipe. Whoever's selling you that is lying.

The good news is, as long as you nail the basics of a good marketing strategy, you at least have a very solid foundation to build in, adjust, and grow from.

Here are the absolute basic ingredients you need for your marketing strategy:

Know your goals

Setting clear, measurable objectives is the first step in creating an effective marketing strategy. As a (very) general rule, you want to make sure your goals are SMART:

• Specific: Clearly define what you want to achieve. Avoid vague goals like "increase sales" and instead aim for something precise like "increase online sales by 20% in the next quarter."
• Measurable: Ensure that you can track your progress and measure the outcome. Use quantitative metrics such as number of leads generated, conversion rates, or revenue growth.
• Achievable: Set realistic and attainable goals that are challenging yet possible. Consider the resources and capabilities you have available when setting these targets.
• Relevant: Align your goals with your overall business objectives and ensure they are pertinent to what your organization aims to accomplish.
• Time-bound: Establish a clear timeline for achieving your goals, specifying deadlines and milestones to keep you on track and motivated.

And know your target persona

Understanding who your ideal customer is will help you tailor your marketing efforts to meet their specific needs and preferences.

The key elements of building your target persona(s) include:

• Who they are: demographics like age, gender, location, income level, etc.
• What they do: occupation, job title, industry
• Pain points and challenges they face
• Interests and behaviors that may influence their purchasing decisions

By creating a detailed target persona(s), you can better align your marketing messages and tactics to resonate with your audience and drive conversions.

Analyze the competition

Conducting a competitor analysis allows you to understand where you stand in relation to other businesses in your industry. This will help identify areas of opportunity and differentiation for your brand. Some key elements to consider when analyzing your competitors include:

• Their products or services - Do they offer the exact same thing as you do, or is there something that would differentiate you?
• Target audience and positioning - Whom do they address in their marketing? Who are the people most likely to engage with them on, say, social media? Where in the market are your competitors positioned?
• .Pricing strategies and promotions - Look into competitors' pricing models and any special offers to attract customers.
• Marketing channels and tactics - Assess the platforms and techniques competitors use, like social media and email marketing, to gauge their effectiveness.

Nail your messaging

Crafting a clear and compelling message that resonates with your target audience is crucial for successful marketing.

Keep in mind good messaging starts with a good unique selling proposition: a single sentence that describes the unique benefit your product or service offers. Once you have that, make sure all of your marketing materials, including website copy, social media posts, and advertisements, align with this message and consistently communicate it to potential customers.

Define your budget

Establishing a realistic marketing budget ensures that you have the resources needed to execute your strategy effectively. Take into consideration:

• Marketing channels and tactics: Determine which platforms and techniques you will use, such as social media advertising, email marketing, or content creation, and allocate funds accordingly.
• Costs of materials and production: Account for the expenses related to creating marketing collateral, such as graphic design, video production, and website development.
• Personnel and outsourcing costs: Factor in the costs of hiring internal marketing staff or outsourcing to agencies and freelancers.
• Software and tools: Include the expenses for marketing software, analytics tools, and other technology that supports your marketing efforts.
• Contingency funds: Set aside a portion of your budget for unexpected expenses or opportunities that may arise, ensuring you can adapt to changes in the market.

Choose your channels (wisely)

Selecting the right marketing channels to reach your target audience is key to the success of your marketing strategy. The main criteria to use when choosing between the (many!) channels (and sub-channels) includes:

• Where is your audience most likely to "hang out"? Instagram? Downtown? The cool new social media channel trying to fill the void Twitter/ X (sort of) left behind?
• Which channels can best serve your business objectives? For example, if you want to increase brand awareness, social media and content marketing may be the way to go.
• What is your budget? Some marketing channels require significant investments, while others can be more cost-effective for small businesses or startups.
• Are the channels scalable? Consider whether the channel can grow along with your business and accommodate future growth.

Pick your tactics

Choosing the right tactics to implement your strategy will determine how successful your marketing efforts will be.

As mentioned at the beginning of this article, there's a (big) difference between strategy and tactics. This is the stage of your marketing strategy where you get to choose the specific actions and techniques that will help you achieve your goals. Examples of marketing tactics include:

• Posting memes on social media
• Email marketing campaigns that only focus on newsletters and abandoned-cart emails
• Influencer partnerships with micro-influencers
• TikTok content creation
• Search engine optimization (SEO) for the Awareness stage

It's essential to select tactics that align with your target audience and budget while also complementing each other for a cohesive and effective overall strategy.

Establish your KPIs

You can't know how you're doing if you're not actually measuring your efforts, right?

That's where KPIs (Key Performance Indicators) come into play. These are quantifiable metrics that help you track the progress and success of your marketing efforts. Some common KPIs include:

• Website traffic
• Conversion rates
• Social media engagement
• Email open and click-through rates

By regularly monitoring these metrics, you can determine what is working well and make necessary adjustments to improve your strategy.

Your marketing strategy: a living document

Remember, your marketing strategy is not a one-and-done task. It should be a constantly evolving and adapting document that guides your efforts to reach your target audience and achieve your business goals.

You should regularly review and update it, so you can stay ahead of the curve and continue to drive success for your brand. So keep an eye on market trends, competitor strategies, and consumer behavior to ensure your marketing strategy remains relevant and effective in the long run.

Keep pushing boundaries, test new tactics, and look for ways to differentiate yourself from the competition. With a solid marketing strategy in place, you'll be well on your way to growing your brand and achieving success.

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