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Marketing strategy: what is the best approach to take?

What is the best marketing strategy to use?

Choosing the right marketing strategy gives your business the opportunity to stand out in a crowded marketplace. It is the overall process of identifying your prospects and creating products or services that meet their needs. The selected approach also helps you to find the selling points to convert your targets into loyal customers. Thanks to the development of technology and the evolution of the market, there are now many different types of marketing strategies. Which one should you choose from among the many possibilities?

In this article:

  • Inbound marketing: for long-term results
  • Outbound marketing: for an immediate return on investment
  • Which marketing strategy should you choose?

marketing strategy

Inbound marketing, for long-term results

Inbound marketing is an alternative to the intrusive aspect of traditional commercial approaches. It is about engaging your prospects and attracting them to your brand through the creation of relevant content. To do this, you need to pay attention to the different queries of Internet users and provide solutions to their problems.

Thanks to the proliferation of new technologies, there are now a multitude of channels through which to generate qualified leads. Before choosing the means to promote your activities, it is essential to determine the profile of your ideal customer (geographical location, age, interests, buying behaviour, etc.).

Content marketing

Creating a website and sharing relevant information on it is an important step if you want to improve your brand awareness. Position yourself as an expert who can solve people’s problems. However, in order for your targets to land on your page, it is imperative to follow the principle of natural referencing. This includes the choice of keywords, titles and inbound links, as well as the optimisation of loading time, etc. Respecting these conditions guarantees that your website will appear on the first page of search engine results and generate maximum traffic. This strategy offers you the opportunity to increase your sales.

Marketing on social networks

Social networks are the ideal tools to find specific targets. According to the trend of key figures for understanding social networks in 2021, 55% of French users log on at least once a day. Below is a list of the most used platforms:

  • Facebook, a channel for all types of businesses;
  • LinkedIn, mainly for B2B sales prospecting;
  • Instagram and Pinterest, perfect for a visual marketing strategy;
  • YouTube, a channel for sharing videos (tutorials, storytelling, product presentations, etc.);
  • TikTok, designed to reach younger targets.

Integrating social networks into your marketing strategy is important in order to interact directly with your potential customers. Exchanges help build trust with consumers.

Partnering with influencers

Many companies today call upon the services of influencers in order to optimise their marketing efforts. Indeed, thanks to their notoriety, these professionals can influence the purchasing decisions of their audiences. They are generally specialists in a specific field, sharing their passion on social networks, their opinions on products or services, etc. It is possible to multiply the collaboration in order to reach a wider audience.

Outbound marketing, for an immediate return on investment

Unlike inbound marketing, outbound marketing consists of seeking out potential customers and contacting them directly to offer them your products. This technique relies on traditional levers such as media advertising (on television, radio or in the press), posters, etc. Email campaigns and cold call canvassing also characterise this strategy.

Due to the intrusive nature of the outbound marketing approach, this approach is losing its importance. However, exploiting the advantages of outbound marketing offers you the opportunity to optimise your strategy. Try to adapt your method to the changing needs of the markets. To do this :

  • Create one or two personas to help you find your targets in the right place;
  • Use automation tools (lead generation) and collect up-to-date contacts from your prospects;
  • Prepare personalised scripts and be careful with your telephone campaigns;
  • Set up an effective email sequence;
  • Etc.

With this direct approach, addressing specific targets gives you the opportunity to save time and optimise your strategy.

Which marketing strategy to choose?

Each marketing strategy has its strengths and weaknesses. For example, some are ideal for reaching young targets, while others are more suitable for acquiring older customers. Social media presence ensures that you can direct traffic to your website and turn them into qualified leads and then consumers. Phone calls, on the other hand, allow you to create more human contact with these customers and keep them as loyal consumers. Ask them to become your brand ambassadors. These strategies are therefore complementary. It is up to you to select the ones that are most appropriate for your business and that can help you achieve your goals.

What to remember?

There are several types of marketing strategies. However, you don’t need to use them all. Make your choice according to the characteristics of your targets, the nature of your activities and your short, medium or long-term objectives. Take advantage of the benefits offered by the old strategies and combine them with the new methods to maximise your return on investment.

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